The Brief

Increase sales of SumberAyu Feminine Hygiene Wash as the target markets’ (conservative Muslim women) misconception that soap and water is enough for their feminine hygiene needs was affecting sales. We needed to re-educate and catch their attention through a more emotional platform that they could relate to.

Creative Execution

Malay women are consistently looking for romantic ideas/stories/fantasies to ignite the romance in their own marriage and to keep their man happy (Muslim men are allowed 4 wives). We captured their attention through a channel that they related to and introduced them to the benefits of Sumber Ayu as the ‘secret weapon’ to Romance their man.

Describe the creative solution to the brief/objective.

We tapped into their emotional need for romance and used the concept of “Merapatkan Keintiman” (Closer/Tighter Intimacy), which is also SumberAyu’s tagline, to launch Malaysia’s 1st co-titled set of Malay Romance Novels with a leading novel publishing house. The usage of SumberAyu was weaved subtly into the storyline at romantic/intimate scenarios and a branded education page was placed at the end of the novel to strengthen association. An informative bookmark was also wedged snugly between the pages to signify the ‘tightening’ functional benefits of the product (Betel leave extract is traditionally used to the tighten the intimate area). The target audience was the 'romance novel reader'.

Results

The first 15,000 novels printed were sold out within the month. For very little media spend, SumberAyu sales increased by 20.5%, 4x the category growth! The novels were the talk of town, gaining mention in numerous female magazines and bloggers’ reviews. Future re-printing of the novels virtually guarantees campaign longevity.