Malaysian Media Awards Winners Showcase





2013 | |

Party at Old Trafford

Advertiser: Mamee Double Decker
Brand: Mister Potato Rice Crisp
Creative Agency: Spin Communications Sdn Bhd
Credits: Vizeum Media Services — How Yuan Yi (Client Services Director), Vincent Loong Weng Chern (Senior Media Planner), Queenie Phang (Senior Media Buyer), Sim Beng Geok (Head of Client Services) / Mamee Double Decker — Pierre Pang (Group GM of Sales & Marketing), Cheryl Yong (Senior Brand Manager), Hester Hew (Assistant Brand Manager), Choo Kah Wei (Brand Executive)

Challenge
Manchester United FC (MUFC) fans adore the club. Mister Potato’s mega sponsorship of MUFC drew a lot of attention. But sale of chips is not guaranteed by slapping in images of MUFC on the canister. To turn football fans to loyal customers, we must live the spirit of the club. 

Solution
Every Malaysian MUFC fan wants to feel the pulse of stadium, sit with Red Devils devotees and sing “glory glory Man United”. They long to truly belong. But their beloved English club is 10,634 kilometers away –far and culturally apart. Deep down they feel left out. In “Liberty and Victory” music video, written and sung by a popular band -Nidji, we found the perfect union bringing together the club and fans with Mister Potato. 

Execution
Mister Potato blended tastefully in each carefully crafted product placement scene. The video included a cast of Man United fans from bot h Malaysia and the UK. Passion and love united people from different backgrounds. We did not spend a single cent on media but let the power of strong branded content do its job. The video resided in YouTube. With a little initial help from brand custodian’s social circle, the video quickly went viral thereafter. 

Results
The video generated 543,000 views on YouTube, and growing. By affiliating itself with a video so close to fans’ hearts, their love for Mister Potato strengthened. Market share increased by 21%. Sales up by 29%. Fans shared the video mingled with positive mentions of Mister Potato. Fans became customers.