HEART HEADLINES THAT SHOOK THE NATION

TitleHEART HEADLINES THAT SHOOK THE NATION
BrandNESTLÉ PRODUCTS
Product / ServiceNESTLÉ OMEGA PLUS
CategoryA02. Best Use of Magazines/Newspapers
EntrantMINDSHARE MALAYSIA Kuala Lumpur, MALAYSIA
Entrant Company:MINDSHARE MALAYSIA Kuala Lumpur, MALAYSIA
Media Agency:MINDSHARE MALAYSIA Kuala Lumpur, MALAYSIA

Credits

Name Company Position
Lim Suk Yee Mindshare Malaysia Manager
Christine Poe Mindshare Malaysia Manager
Audrey Low Mindshare Malaysia Associate Director
Loo Pei Yee Mindshare Malaysia Executive
Cindy Chia Mindshare Malaysia Director/Client Leadership

Results and Effectiveness

As a result of this print campaign, over 50,000 Malaysians signed-up at NOP’s cholestero-check roadshows to find out their cholesterol level - the largest ever witnessed in South East Asia. Over 80% of those with high cholesterol purchased NOP and this translated to a 44% sales uplift. Market share hit the highest ever recorded in the history of NOP, at 35% (Source: Nielsen). NOP’s brand saliency (Top Of Mind Awareness) in the “heart health” space has more than doubled to reach 87% by the end of 2011. Brand consideration rose from 19% to 42% (Source: Millward Brown).

Creative Execution

We started with a compelling pitch to the editors about our cause to make Malaysians heart-healthy, leveraging on the World Heart Day (29th Sept). Once they’ve agreed to get involved, we engaged doctors and nutritionists as advisors to the editorial panel, lending credibility the articles. Our campaigned kicked-off on World Heart Day, with NOP dominating the headlines and front covers of three major dailies. It shook the nation with hard facts on heart health. The cover news and articles on World Heart Day were so convincing that editors and readers signed up for a 30-Day program to lower cholesterol. Their progress in the cholesterol-lowering program was published over the course of two months. All articles raised mass awareness about heart disease and even doubled up as education tool for doctors and pharmacists for their patients.

Insights, Strategy and the Idea

1 in 3 Malaysians have high cholesterol but aren’t aware of it. This could lead to serious heart problems. As a product that effectively lowers cholesterol, Nestle Omega Plus (NOP) needs to raise cholesterol awareness amongst Malaysians and become a credible authority in the heart health space. The most effective way to shake the nation into becoming aware of an issue is through media, credible authorities and key opinion leaders. To credibly position NOP, we partnered with Malaysia’s largest print publisher, the NSTP Group, because they own the nation’s key print publications. We brought together NSTP editors with various heart health experts and the accredited Heart Foundation of Malaysia to disseminated news on cholesterol and heart health. Our initiative led NOP to dominate the highly publicised World Heart Day.