Malaysian Media Awards Winners Showcase

2011 | |

‘Turnoodling’ Minorities into Big Business

Advertiser: Spin Communications
Brand: Mamee Mie Goreng Indonesia
Creative Agency: Mamee Double Decker (M) Bhd
Credits: How Yuan Yi (Media Director), Mandy Liew (Senior Media Planner), Vincent Loong (Media Planner), Sim Beng Geok (Client Services Director), Pierre Pang (Deputy General Manager, Mamee Double Decker), Cheok Ching Won (Marketing Manager, Mamee Double Decker), Kevin Choo (Brand Manager, Mamee Double Decker)

Launch new Mamee Mie Goreng Indonesia (MGI) to migrant Indonesians in Malaysia, a largely untapped market. However, media and distribution channels to reach Indonesians are very different and underdeveloped. How can we use a media channel effectively and double up as a possible distribution point?

Indonesians feel home sick and neglected in Malaysia. They are highly in-tune to anything Indonesian. Showing care and attention will win over hearts. With Kongsi Attack, we ran a custom-made POS campaign; a channel where we sold MGI, provided continuous branding with engaging activities and sampling with special price promotions. Our “Authentic Indonesia” POS campaign opened a doorway to their homes. A new distribution channel was created where we sold MGI right at their doorstep.

We built a complete brand experience around our POS vehicle, the MGI sponsored Kongsi Attack vans. A fleet of MGI Kongsi Attack vans visited large Indonesian communities. Here, Indonesian MGI promoters swept in to adorn their homes with Deddy Mizwar (an Indonesian celebrity) posters and buntings. Entertainment came alive with cooking demonstrations and filled stomachs with bowls of MGI noodles. As garnishing to the noodles, MGI was sold at a special price at this POS.

New distribution point was created for Mamee. We sold MGI at the Kongsi. During these visits alone, 690 cartons were sold, exceeding our target by 110% and costing only RM100,000. This new product, MGI, contributed to an increase of almost 10% to total Mamee Noodles portfolio.