Malaysian Media Awards Winners Showcase





2013 | |

A Sweet Success Story Gets Sweeter

Advertiser: Nin Jiom Medicine Mfy (H.K.) Ltd
Brand: Nin Jiom
Creative Agency: Naga DDB Sdn Bhd
Credits: Vizeum Media Services — Janise Shiaw (Media Manager), Nicole Lee (Media Planner), Ooi Hoay Lee (Buying Manager) / Nin Jiom Medicine Mfy (H.K.) Ltd. — Esther Yu (Product Manager), Cherry Ma (Assistant Product Manager)

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Challenge
Nin Jiom wanted to target the Chinese young adults to try its herbal candy. But with a brand name like “King-To-Nin-Jiom-Pei-Pa-Koa” and a dated logo featuring a sickly old lady with her filial son in traditional garbs, the young generation of Chinese just could not connect with Nin Jiom.

Solution
Our target group love eating, drinking and singing – in that order! Having a good voice is essential during karaoke sessions, where Chinese youths use to show off their prowess. Karaoke is the place for Chinese youth to increase their social currency amongst their peers. Instead of persuading them to try our product, our strategy was to let our target group want our product at the moment they most need it.

Execution
Working on a budget that cost less than 3 spots on prime time TV, we approached Neway Karaoke, one of the largest karaoke chains amongst Chinese youths. Candies were placed in a bowl in every Neway Karaoke room as a “value-added service”. A reminder to soothe their throat and take a break with our herbal candy came on after every few songs, when throats were parched and voices were strained.

Results
We literally “shoved” NJHC into our TAs’ throats as we blazed through the finish line. 150,000 candies were consumed. 500,000+ people “heard” the immediate benefit of our product and repeatedly saw our TVC. Media ROI 25x.