Malaysian Media Awards Winners Showcase
2010 | Bronze | Best Use of Television
Advertiser: F&N Interflavine Pte Ltd Brand: F&N Fun Flavours Creative Agency: - Credits: Chew Kagee (General Manager), Chai Yen Yen (Associate Director), Yvonne Lau Li Chien (Senior Planner), Siti Zaifida (Senior Buyer), Quennie Tan (Assistant Manager, F&N Interflavine Sdn Bhd), Kamal Kadir (Account Director, Bates 141)
Challenge
In a competitive soft drinks category, winning amongst Youth was key to growth. F&N Flavors was still perceived as a Tween drink by some in a shrinking market. It needed to re-inforce an edgy, Youth image with street credibility, while staying true to its DNA of being a ‘fun’ drink.
Solution
In 2009 Dance reality shows were becoming big among the youth. So, we decided to choose Freestyle Dance as the platform for them to express themselves. 8TV was the perfect partner and was formally declared ‘friends of F&N’. F&N Freestylz ‘Show Your Moves’ contest was born. We co-opted all 8TV youth programs, got their celebrity hosts involved to show their moves, their production teams etc to create on-air buzz and excitement.
Execution
8Quickie, Chopp! and 8 e-news invited youth to join. Celebrity freestyler judges appeared on 8TV shows to invite their fans to Bring It On. A string of 8TV celebrity hosts were hijacked to Show Their Own Moves on TV and add fuel to the fire. Special TV bugs were sprinkled inside several programs. Freestyle roadshows footages were blasted to build momentum further. Finally the Grand Finale broadcasted a breathtaking battle of ultimate cool.
Result
Youth across Malaysia moved to F&N’s rhythms. In just 4 months of campaign, Spontaneous Brand awareness grew 12% to achieve its highest since 2005. F&N grew its share in highly competitive category by 5% Year-On-Year to further extend its No.1 position lead.
