Malaysian Media Awards Winners Showcase
2013 | Finalist | Best Use of Integrated Media Campaign
Advertiser: Dutch Lady Milk Industries Brand: Dutch Lady Chocolate Drink Creative Agency: AMS Dorland Credits: Universal Mccann — Ramakrishnan C.N. (Vice President), Chinar Joshi (Integrated Experience Designer), Goh Soo Mei (Associate Director), Cathryn Pak (Assistant Manager), Olivia Lee (Senior Media Planner), Stephanie Chin (Director Of Operations), Lim Nian Shan (Assistant Buying Manager), Chow Lee Kheng (Senior Buyer & Implementation) / Dutch Lady Milk Industries — Anja Henze (Marketing Director), Ramjeet Kaur Virik (Marketing Manager), Quah Ye Vian (Brand Manager), Ho Phaik Li (Head Of Marketing Services), Tai Chip Hui (Media Manager) / AMS Dorland — Aditya Kilpady (Strategic Planning Director) / Rouge PR — Jaclyn Lo (Director)
Challenge
In a category where the norm was Tea, Coffee or Milo!, Dutch Lady launched their first chocolate drink. Big Daddy Milo was all pervasive and part of the pop culture. DL had to do the unthinkable, invade Milo’s stronghold, gain traction and actually chew into their market share.
Solution
To make consumers think beyond “Milo equals Chocolate drink”, Media agency recommended to challenge people’s notions of what is norm and shake them out of their sleep walk, with the largest ever cross platform media disruption in Malaysia, by disrupting people while they go about watching their same old normal programs on TV and listening to their favorite Radio show or hanging around a Mall, with the irreverence and cheekiness of a young boy.
Execution
3 phase campaign launched with press ads ‘TEASING’ readers ‘to change their usual chocolate drink’. Green trucks reminiscent of the Big Daddy, distributing unmarked chocolate drink, we ‘TICKLED’ consumers’ taste buds, and invaded radio as popular DJs hijacked colleagues’ show, raving about the new kid on the block. Disruption Agents Nabil & Shira ‘TANTALIZED’ viewers across top 7 TV programs as they hijacked sets and took over anchoring, whilst sipping new ‘Dutch Lady Chocolate Drink’.
Results
The campaign reached 9.37 million of TA. We managed to disrupt 564 minutes of live programming content across top TV and radio stations! In a short span of 4 months, we successfully grabbed 1.8% of market shares, and demand for the product had soared resulting in out of stock issue!
