|Product||CARBONATED SOFT DRINKS|
|Entrant||UNIVERSAL McCANN MALAYSIA Kuala Lumpur, MALAYSIA|
|Type of Entry||Use of Media |
|Category||Best Use of Standard Outdoor|
|Product/Service||CARBONATED SOFT DRINKS |
|Entrant Company:||UNIVERSAL McCANN MALAYSIA Kuala Lumpur, MALAYSIA|
|Media Agency:||UNIVERSAL McCANN MALAYSIA Kuala Lumpur, MALAYSIA|
|Chai Yen Yen
||Associate Media Director
||Snr Brand Manager
||Snr Account Executive
||Big Tree Outdoor
||Snr Business Unit Head
Results and Effectiveness:
The campaign generated alot of hype online especially on youth blogs.They were blogging about the mural,pictures were taken and uploaded online, art college students were blogging about the contest and the opportunity to design the mural.Videos of the competition were posted on blogs and video sharing platforms. F&N’s brand health association in “Fun” related attributes increased by 10% pts.F&N ranking moved from No.2 to No.1 brand in the CSD category,and sales volume by grew 33% in 2008 in a highly competitive category. All in all the youth expressed themselves in a fun way and F&N was reinforced as a cool drink to have.
Street art was chosen as the ideal way to combine ‘fun’ and ‘self – expression’ and the F&N can itself as the medium for creative expression. We invited students from design colleges to participate in the ultimate ‘fun’ contest, designing Malaysia’s largest can mural, possibly the world’s largest, using different F&N flavors as their palette! The spectacular 51ft x 16ft mural made entirely from 11,000 F&N cans, which doubled the size of a standard billboard was designed and erected to be an iconic piece of brand love and creativity of their favourite brand. The mural was put at ground level at a favorite youth hang out area in the centre of KL, so that they can touch and feel the Can Mural for themselves and viral out their achievements to their friends.
Insights, Strategy and the Idea:
The global health consciousness wave had taken Malaysia within its fold. Growth in the health and wellness F&B was a testament to this fact. Soft/carbonated drinks were facing the brunt of this change in consumer preference and tonic/asian drinks started showing double digit growths. F&N had always been a youth and fun drink and was losing relevance to the TA by the sheer overwhelming pressure of the ‘health’ shift which seemed to be more ‘cooler’ and ‘in’ thing. We found that freedom of self-expression was the biggest draw for the youth and if you combine it with an edgy and ‘X factor’ (like street art, skateboarding etc) element, you had an absolute winner. Combining ‘Fun’, the DNA of F&N the need for edgy self-expression of the youth would be a sure way to gain enough traction for driving the growth.