Results and Effectiveness

The first 15,000 novels 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.

Creative Execution

Using the concept of “Merapatkan Keintiman” (Closer/Tighter Intimacy), which is also SumberAyu’s tagline, we launched 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).

Insights, Strategy and the Idea

To increase sales of SumberAyu Feminine Hygiene Wash we needed to change our target markets’ (conservative Muslim women) misconception that soap and water is enough for their feminine hygiene needs. But instead of selling it the clinical way, we re-educated them using a more emotional platform that they could relate to. As 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 tapped into our target market’s emotional need for romance and introduced them to the benefits of Sumber Ayu as the ‘secret weapon’ to Romance their man.