| Title | CADBURY DAIRY MILK GREW +7% SALES WITH HAPPY NEWS! |
| Brand | KRAFT MALAYSIA |
| Product / Service | CADBURY DAIRY MILK |
| Category | A02. Best Use of Magazines/Newspapers |
| Entrant | MINDSHARE MALAYSIA Kuala Lumpur, MALAYSIA |
| Entrant Company: | MINDSHARE MALAYSIA Kuala Lumpur, MALAYSIA |
| Advertising Agency: | MINDSHARE MALAYSIA Kuala Lumpur, MALAYSIA |
| Name | Company | Position |
|---|---|---|
| Eileen Ooi | Mindshare Malaysia | Associate Director |
| Nurazrina Baharum | Mindshare Malaysia | Executive (Planning) |
| Karen Tan | Mindshare Malaysia | Senior Executive (Implementation) |
| Tan Wei Mei | Mindshare Malaysia | Senior Executive (Implementation) |
| Loke Teng Fong | Mindshare Malaysia | Executive (Implementation) |
| Denice Lee | Mindshare Malaysia | Executive (Planning) |
• CDM sales grew 7%, more than double of total chocolate category growth (2.9%)! • CDM received added media value worth of RM241,575, equivalent to 71% of our total investment! • CDM’s first-of-its-kind execution generated lots of buzz for the brand. The Star even received enquiries from other keen advertisers for similar executions. • More importantly, brand experienced improvement in “makes me happy” imagery, rekindling CDM’s connection with Malaysians.
Common newspaper ads and advertorials don’t guarantee visibility amidst print’s clutter. Additionally, it can be intrusive or irritating, which goes against the big idea of happiness. The solution: To become part of content that readers enjoy! We identified an existing press section named “Happy Moments” in Malaysia’s largest distributed English paper, The Star. Instead of branding it, we co-owned “Happy Moments” via editorial content integration that brought CDM’s brand proposition to life. CDM took over the “Happy Moments” page for 6 months, capitalizing on The Star’s weekly stories and photos submitted by readers. We further raised interaction by engaging readers through actual stories, quotes and photos of CDM’s version of “happiness”, with content from our Facebook fans. CDM thus strongly positioned themselves as the deliverers of happy news, which perfectly personifies “sharing the happiness” in print!
Cadbury Dairy Milk (CDM) has traditionally enjoyed high brand awareness amongst mass Malaysians. However the brand’s relevance and connection with Malaysians is believed to have decline in recent years. With the launch of a new brand campaign “Share the Happiness”, we wanted to bring to life CDM’s “happiness” across relevant medium that our audience engage with. Newspaper is one such medium, with a 60% penetration and viewed as a source for information and entertainment amongst all adults. But, how do we do this while matching the brand’s scale in a medium like press – a dry, typically non-interactive, cluttered and static medium?