Malaysian Media Awards Winners Showcase
2013 | Silver | Best Use of a Small Budget (Under RM100,000) Excludes Digital
Advertiser: Nestle Products Sdn Bhd Brand: Purina Alpo Creative Agency: The China Press Berhad Credits: Mindshare Malaysia — Cindy Chia (Client Leadership), Rowie Ayaton (Associate Director), Christine Poe (Manager), Lisa Wong (Manager), Vicky Sim (Executive), Grace Ong (Executive)
Challenge
In 2012, ALPO’s advertising budget was at an all time low at RM70,000 while its competitor tripled theirs. Consequently, research showed that dog owners were more likely to support the competitor. The challenge was coming up with a sustainable creative solution, without the help of an advertising agency.
Solution
Based on a pet ownership study in Malaysia, over 85% of dog owners are Chinese whose preferred medium is the Chinese newspaper, and especially loyal China Press readers. After connecting with China Press, we found that they wanted to start a Pet Section but lacked the content. As an internationally renowned brand, ALPO possesses a wealth of information on dogs; hence we offered to contribute content in return for advertorial space and creative resources.
Execution
Through China Press, we obtained ALPO testimonials from readers and celebrities who are dog owners, featuring them in a series of editorials over three months. The articles created the perception that ALPO was the recommended brand over others in the market. As ALPO set the themes and provided weekly content, articles were angled on dog issues so ALPO could make a clear difference. This further elevated ALPO’s credibility in the category.
Results
ALPO achieved a 300% return on investment, despite only having an advertising budget of RM70,000. By end of the 3 months campaign, ALPO’s volume share was 15% higher compared to a year ago. Consumer’s consideration level also increased by 6% compared to a year ago.
