Malaysian Media Awards Winners Showcase
2013 | Finalist | Best Use of Integrated Media Campaign
Advertiser: MARS Brand: Pedigree & Whiskas Creative Agency: BBDO (M) Sdn Bhd Credits: Starcom Worldwide — Stephanie Foong (Planning Director), Elsa Fong (Media Manager), Aaron Tan (Media Planner) / Starcom MediaVest Group (A division of Vivaki Malaysia) — Hooi You Li (Human Experience Strategy Director)
Challenge
MARS, rewards supporting responsible pet ownership in a variety of ways, understands that pets are good for people of all ages and circumstances. We needed to demonstrate our passion in making this world a better place for pets.
Solution
Pets bring so much joy and benefits to their owners and they play an integral part in a harmonious community. Owners have a responsibility to their pet, and to the community within which the pet owner and pet life. To drive this message home, MARS lead a powerful and passionate activation by being Malaysia’s 1st Pet Care Brand to organise a “Run for a Cause” to raise funds for animal welfare and other beneficiaries.
Execution
We partnered NTV7 to drive the message ‘run to make a difference’ across TV, digital and on-ground event through sponsoring the annual NTV7’s Feel Good Run. We created branded Pedigree and Whiskas promos on TV, “I love my pet” digital contest, and sampling opportunity on event day. The amplification of Mars’ “Responsible Pet Ownership” message and the giving back to the community messages were achieved. Funds raised were donated to animal welfare and other beneficiaries.
Results
We did good. Boy! It felt good. – TV exposure for 5 months – >12,000 visitors showed up at the event – >8000 cats and dogs were rewarded with our samples – Contest reached >650,000 people online – MYR6.2 million earned PR value – Media investment ROI at 25x.
