100PLUS THE GREAT STAY THIRSTY

Title100PLUS THE GREAT STAY THIRSTY
BrandF&N BEVERAGES MARKETING
Product / ServiceISOTONIC DRINK
EntrantJ. WALTER THOMPSON KUALA LUMPUR, MALAYSIA
Entrant Company J. WALTER THOMPSON KUALA LUMPUR, MALAYSIA
Advertising Agency J. WALTER THOMPSON KUALA LUMPUR, MALAYSIA
Media Agency INITIATIVE Kuala Lumpar, MALAYSIA
PR Agency PRISM London, UNITED KINGDOM

Credits

Name Company Position
Nicole Tan J.Walter Thompson Malaysia Managing Director
Edwin Leong J.Walter Thompson Malaysia Executive Creative Director
Hasnah Samidin J.Walter Thompson Malaysia Creative Director
Andrea Ma J.Walter Thompson Malaysia Group Account Director
Rafiq Ridzwan J.Walter Thompson Malaysia Associate Planning Director
Jeremy Kuan J.Walter Thompson Malaysia Senior Account Executive
Suffian Tan J.Walter Thompson Malaysia Head of Production
Brian Greenwood PRISM Global Practice Leader - Football at PRISM - Public Relations & International Sports Marketing
Chong Wei-Hsiang MILK PR SDN BHD Managing Director

The Campaign

A SUCCESSFUL BRAND READY TO REINVENT ITSELF… …BUT BAD TIMING FOR MALAYSIA Our strategic challenge: How do we get people to reconnect with an old local brand in a time when national morale was low and un-receptive? MOTIVATE THE PHYSICALLY ACTIVE, END UP MOTIVATING A NATION With the purpose of ‘Motivating thirst for life’, 100PLUS decided to go big and engage a person who has achieved the highest levels of success – Pele. We then chose a person on the rise, Oscar, who Malaysians could relate to, and made Pele ‘call him out’. Oscar has achieved a lot in his career, but has he achieved greatness? This was a question that Pele asked Oscar, our Minister of Youth and Sports, our national football team and our school children. He eventually called-out the whole nation, achieving 28 million total impressions.

Success of the Campaign

WE REACHED THE NATION: TOTAL OF 28 MILLION DIGITAL IMPRESSIONS! CAMPAIGN STARTED GAINING MOMENTUM BEFORE THE OFFICIAL LAUNCH! ·A total of over 7 million impressions on YouTube alone ·Over 3 million Facebook impressions ·Over 1.5 million impression on GDN On launchday, 100PLUS was the MOST TALKED ABOUT TOPIC OF THE DAY. ·#100PLUSStayThirsty was the top trending #hashtag of the day ·11 million impressions on GDN ·We made a dent on Twitter alone with over 17.5 million impressions oReached ‘Hot Topic’ of the day on Twitter oTopics of 100PLUS, Oscar and Pele trended in more than 8 places worldwide ·Even after the event, we were STILL TRENDING with over 2 million impressions on YouTube. ·100PLUS WEBSITE RECEIVED HIGH TRAFFIC – over 1million within a month to be specific ·With this campaign, we now have AN INSPIRED YOUTH AND SPORTS MINSTER, MOTIVATED STUDENTS, AND OVER 2 MILLION WORTH OF PR VALUE !

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

STARTING A CHAIN REACTION OF ‘CALL OUTS’ THAT CONTINUE TILL TODAY We created a chain of ‘call-outs’ that peaked with Pele talking to our National Football team, the Harimaus in Malaysia, aired live on YouTube. - Leveraging on the popularity of Pele and Oscar we launched a teaser commercial, billboards and out-of-home media that invited Malaysian’s to meet Pele and Oscar at a Team Talk. We gave them an opportunity to join the event by redeeming with one million limited edition cans - which sold out within days. - We then had Oscar play football with school students, inspiring them to keep striving and working hard - This all peaked at the TEAM TALK which was streamed live on YouTube and microsite - The campaign was also present through the line with TV commercials on free-to-air channels

MARKET LEADER. GROWTH HAS REACHED A CEILING. HOW TO CAPTURE AN UNTAPPED AUDIENCE AND GROW? Being a market leader, and being bigger than Coke and Pepsi, meant we needed to find a way to connect with today’s new youth in a way that resonated with them in order to grow our business. THE GREAT FAIL ALL THE TIME, BUT THEY KEEP PUSHING THROUGH The simple idea derived from a simple insight - the fact that Malaysian’s want to succeed, both for themselves, and for a greater purpose, BUT they give up too easily. We decided to recruit Pele to help us tell this story of tenacity. He would motivate someone of equal respect and potential to keep pushing through success and failures, Oscar Jr, which would then start a chain reaction of ‘call-outs’ (including one that involved our National Football team) that would eventually reach the grassroots of Malaysia.