Malaysian Media Awards Winners Showcase





2017 | |

“Kuasai iMAMEEginasi” with Mamee Monster Biskidz

Advertiser: Mamee Double Decker
Brand: Mamee Monster Biskidz
Creative Agency: -
Credits: -

The Challenge
Being a late entrant in an established market, it is difficult for MameeMonsterBiskidz (MMB) to steal share from the household biscuit players in the market.

Insight, Strategy and the Idea
Kids nowadays have very short attention span. But that changes if there is a character they love very much. Stop, Look and Repeat. We needed to find something that resonates and give them excitement. When a certain EjenAli popped onto our screens, we spotted a rising star and the magic began. Witty smart leading character EjenAli was a perfect match for our witty fun MMB.

Media Execution
Working closely with MediaPrima, “Kuasai iMameeginasi” contents were crafted with MMB and EjenAli solving challenges together using their wits. Every bite of MMB leads to an A-Ha moment, along the lines of EjenAli cartoon within 10sec and 30sec contents. Leveraging on topics related to kids; school bullies, badminton and mathematical question, MMB add exciting twists to the common problem-solving via EjenAli’s world. In parallel, PSA was developed to educate kids on cyber safety. Quick top-of-mind interactions were placed before and after every episode is aired. Specially designed MMB suits, power-ups and MMB’s World incorporated in EjenAli app game further establish “Kuasai iMameeginasi”. The MMB-EjenAli campaign redefined content by showing the impact of collaboration with the right IP.

Results and Effectiveness
The brand took a dominant position with 38% sales growth. Overall media delivery was 13% over target, reaching out to 2.8 million kids in Malaysia. Brand consideration increased 42%. 650K downloads for the app game, with an average growth of 1.5K per day. Per user recorded an average of 1.5 sessions per day with each session lasting up to a staggering 567 seconds per user!