Malaysian Media Awards Winners Showcase

The Challenge
“Smoking is Injurious to Health”, despite the statutory warning Smokers found it difficult to kick the butt. Nicorette, a smoking cessation product had low awareness amongst its core TG of Muslim Malay Men. Our challenge- Drive Brand Awareness and Adoption despite the heavy smoke screen that hung in-front of smokers’ eyes.

Insight, Strategy and the Idea
During the Holy Month of Ramadan, Muslims refrained from indulgence and also quit smoking from Dawn to Dusk. But the moment the call to break the fast was heard, habitual smokers, after a glass of water and few dates, lit up a cigarette to ease their daylong cravings. We understood that Muslims view Ramadan month as time for seeking forgiveness and beginning anew. Agency recommended leveraging Muslim consumers’ mindset of new beginnings & smart radio scheduling strategy to engage smokers & help them begin afresh without the smoke, thus driving maximum impact and effectiveness.

Media Execution
Ramadan month witnesses Muslims across Malaysia leave office by 4pm against usual 5.30-6.00pm. 70% Malaysians leaving offices together led to inevitable traffic-jams. Stuck in jams, chances were that most drivers were listening to Malay radio stations, therefore we partnered #1 Malay Channel EraFM. We leveraged DJ talksets during peak hour 4-5pm, encouraging smokers to resist the urge and use Nicorette to curb the cravings, we engaged them again around 7pm just before Muslims broke their fast; Persuaded them further with repeat messaging between 8-10pm when they make their way for evening prayers. Delivered with consistent frequency our simple message highlighting that they have been smoke free since dawn, encouraged them to be strong & resist the urge, and together with Nicorette kick the butt for good.

Results and Effectiveness
Smartly scheduled Radio campaign reached 61% of TG with a dramatic 25% jump is Search Volume. The campaign helped register a 107% increase in sales value and 24% SOM QoQ.