Malaysian Media Awards Winners Showcase
2011 | Gold | Best Use of Radio
Advertiser: Dutch Lady Brand: Dutch Lady Creative Agency: Leo Burnett Credits: Ramakrishnan C.N (Executive Director), Samantha Tay (Associate Account Director), Goh Soo Mei (Media Manager), Olivia Lee (Media Planner), Lim Nian Shan (Media Buyer), Sharon Tan (Marketing Manager, Dutch Lady Milk Industries), Karen Tan (Group Account Director, Leo Burnett)
Challenge
Even though the dietary needs of young kids are very very different from those of school-going kids, for mothers of most kids, Milk was Milk – a homogeneous commodity. With the launch of different Milk for 2 segments, Dutch Lady had to change this belief against deeply ingrained behavior.
Solution
We understood that 1-6 yrs kid are as different
from school going kids as a teenager to a 40 year old. Mothers didnt know this but if reminded she would get it immediately. Our Mothers spend a lot of time
at home and Radio is a big source of entertainment
for her during her me-time. We decided to catch
her attention at this moment of truth with an innovative talk show.
Execution
We highjacked popular Radio Stations, Mix. My and Sinar and got the DJs to interview two kids, a preschool and a schoolkid. The cute and funny responses from the kids brought the house down also reiterating the point that the kids in these two segments are very different. The message “ Dutch Lady’s Kid and School milk are “Made-right-for-the-kids-age” “was subtely peppered throughout the 14 days across 3 stations and 3 languages
Results
Mothers clearly understood the need for different milk for the kids. Loyalty amongst Mothers increased by 23%. Past-7-days usage increased by a whopping 44%. Market share grew by 10%, making this the most successful launch for them in recent history and is changing the milk game in the market.
