TURNING CRISIS INTO OPPORTUNITY

TitleTURNING CRISIS INTO OPPORTUNITY
BrandNZ BEST
Product / ServiceNURAL MILK
CategoryA01. Best Use of Television/Cinema
EntrantUNIVERSAL McCANN MALAYSIA Kuala Lumpur, MALAYSIA
Entrant Company:UNIVERSAL McCANN MALAYSIA Kuala Lumpur, MALAYSIA
Media Agency:UNIVERSAL McCANN MALAYSIA Kuala Lumpur, MALAYSIA

Credits

Credits

Name Company Position
Chew Kagee Universal Mccann General Manager
Cheng Yan Thing Universal Mccann Asst. Media Manager
Wendy Tan Universal Mccann Media Planner
Yuki Chai Universal Mccann Media Planner
Farriz Yousof Universal Mccann Media Buyer
Phyllis Chan Digitlot Brand Consultant
Malcolm Leong Media Prima Sdn Bhd Csg Manager

Results and Effectiveness

NURAL reached 737,000 parents in an evening. This campaign instantaneously repositioned NURAL as the only ‘safe’ choice. NURAL grew up to gain 4.5% market share within 5 months of the campaign, becoming a surprise winner in the category.

Creative Execution

Within 48 hours of the news on Melamine scare, we worked with news editors to come up with a special ‘Breaking News’ capsule on Prime Time news segments across languages (BM, English, Mandarin) on all 4 Media Prima channels (Massive terrestrial channel conglomerate in Malaysia) The newscasters talked about the Melamine scare in Malaysia, which is the hot topic at that point of time and followed by the breaking news on NURAL ‘One source’ supply chain & took audience on a reassuring tour of the actual farms & factory process.

Insights, Strategy and the Idea

Due to the Melamine scare, there was a widespread suspicion towards established milk brands in 2008. NURAL, a new brand had a weak brand equity and credibility. So, the scare threatened its launch. NURAL’s target is mothers with babies 0-3 years old as core and with kids 4-6 secondary. The breach of trust moms felt towards milk brands opened a gap in their loyalty, making them re-evaluate their choice & source of milk became a focal point in their decision. We discovered that most big brands were not able to reassure mothers since they did not control their supply chain, unlike NURAL which had Farm-to-kitchen control over it. We also found that the Government and most news editors were keen to reassure mothers, to prevent a panic. The plan: to communicate the quality control that NURAL had through the entire supply chain, emphasizing the safety of the product, via news channels.