Malaysian Media Awards Winners Showcase

The Challenge
MameeKariLaksa was awarded the No. 1 curry instant noodles in the world by Ramen Rater. It is a great achievement for the brand. Unfortunately, nobody’s aware of it. So how do we throw a big celebration on a stretched budget?

Insight, Strategy and the Idea
By associating MameeKariLaksa with other No. 1! We collaborated with not one, but four
No. 1 Radio stations. We hi-jacked 4 whole stations. The concept was simple. Everyone at the Radio stations involved loves MameeKariLaksa and is ecstatic. Mamee beat all the other noodles in the world. To celebrate and give their highest accolade, a station was renamed to Kari laksa.fm and their Morning and Evening Drive time DJs were called Mamee Krew Kari Laksa, for a whole week!

Media Execution
No. 1 stations – Hitz.fm, Era.fm, My.fm and Gegar.fm’s Krew Kari Laksa spoke about how
MameeKariLaksa became No. 1 and ran contests around it. The “Sembang Laksa” segment featured our ambassador, Chef Ismail the co-creator of Mamee Chef Kari. “Paksa Laksa Challenge & Contest” brought top DJs from different stations to one contest. For instance, Era’s Ray challenged Hitz’ Ean & Jin to see how much they can eat within 15 minutes. The campaign is delivered through a combination of on-air exposures; 500 recorded messages, 60 live impacts, 50 announcer talksets, over 400 commercials, 103 social media updates from radio stations & DJs and 4 weeks of online exposure on station websites.

Results and Effectiveness
We reached more than 7.8 million Malaysians. Our brand Image scores increased by 56% and brand preference increased by 34%. Our social mentions on being the Number 1 curry instant noodle have also increased significantly,
reaching 1,285,929 audience,
more than 49,610 earned media,
Registered 1,176,181 total ad views on our online leaderboard alone. We over achieved sales target by 141%.