| Title | 100PLUS THE GREAT STAY THIRSTY |
| Brand | F&N BEVERAGES MARKETING |
| Product / Service | ISOTONIC DRINK |
| Category | D01. Integrated Campaign led by PR |
| Entrant | J. 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 |
| PR Agency 2 | Milk PR Kuala Lumpur, MALAYSIA |
| 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 |
| Rafiq Ridzwan | J.Walter Thompson Malaysia | Associate Planning Director |
| Andrea Ma | J.Walter Thompson Malaysia | Group Account Director |
| Jeremy Kuan | J.Walter Thompson Malaysia | Senior Account Executive |
| Brian Greenwood | PRISM | Global Practice Leader - Football at PRISM - Public Relations & International Sports Marketing |
| Chong Wei-Hsiang | MILK PR SDN BHD | Managing Director |
| suffi |
A SUCCESFUL BRAND READY TO REINVENT ITSELF… 100PLUS is a brand born and bred in Malaysia. After 30 years of hard work and determination, it rose to the top of the CSD world, beating Coke. But being in the market for 3 decades means safe routines and growth ceilings. 100PLUS was finally ready to reinvent itself to grow. …BUT BAD TIMING FOR MALAYSIA Still recovering from a series of bad press and growing pressures, the nation’s confidence was at an all time low of 72.6pts, way below the 100pt threshold (Source: MIER). Moreover the cost of living was rising while the value of the Ringgit dipped to 2.6 against the US dollar (Source: XE). Consumers were not ready to listen to anything Malaysian. Our strategic challenge: How do we get people to reconnect with an old local brand in a time when national morale was low and unreceptive? OBJECTIVE: 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 impressions.
MOTIVATING MALAYSIANS TO KEEP STRIVING PAST THEIR FAILURES, BECAUSE THE GREAT STAY THIRSTY.
WE REACHED THE NATION: TOTAL OF 28 MILLION DIGITAL IMPRESSIONS! CAMPAIGN STARTED GAINING MOMENTUM EVEN 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 During the event, 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 different places worldwide 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 !
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
TURNING AGE INTO EXPERIENCE, AND EVENTUALLY INFLUENCE From research, we found that while our brand was meaningful and different, we lacked saliency due to not doing anything of significant scale before. We therefore set ourselves the task of changing the perception of 100Plus – from that of an aged brand to that of an experienced brand that knows what we are talking about, and with a genuine purpose of motivating people to be active and strive for greatness. We wanted to use both our brand story and a story of someone that Malaysians had a respect for to do this.
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.