Cerebos Promo, Case study GENERASI HEBAT by UM

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Industry Non-alcoholic drinks
Media Promo & PR, Case study
Market Malaysia
Agency UM
Released October 2009

Credits & Description

Category: Fast Moving Consumer Goods
Advertiser: CEREBOS
Date of First Appearance: Oct 25 2009 12:00AM
Entrant Company: UM MALAYSIA, Petaling Jaya, MALAYSIA
Entry URL: http://www.facebook.com/home.php#!/generasihebat?v=wall&ref=ts
Chief Executive Officer: Prashant Kumar
General Manager: Gurpreet Singh
General Manager: Chew Kagee
Associate Director: Chai Yen Yen
Head of Interactive: David Fu
Digital Planner: Chai Yuki
Senior Media Buyer: Farriz Yousof
Media Manager: Yaw Sook Yin
Media Planner: Hanim Mazam
Media placement: Press - 47 Insertions - Consecutive Ads, Testimonial Ads - 25/10/2009
Media placement: TV Campaign - 812 Spots - Music Vidoes / Testimonial Ads - 06/11/2009
Media placement: Radio Campaign - 1,687 Spots - Live Reads, Song & Contest Ad - 09/11/2009
Media placement: Online - Banner Ads, Application & Bloggers - 16/11/2009

Results and Effectiveness
16,000 fans within the 1st phase for what was considered a Chinese medicine, of which at least 80% of the new believers are Malays. We attracted 80,000 online video views of the “Juara” Music Video and also RM 370,000 worth of PR value. “Juara” became one of the Top 10 most requested song on Hot FM whilst the viewers of the largest youth TV channel in Malaysia voted it the Top Youth campaign. This campaign helped achieve a sales growth of 15% year on year.

Creative Execution
The “Juara” Song and Music Video were aired on TV, radio and online. “Juara” was even performed at concerts organised by TV stations whilst the “Hebat” troopers were sent to youth hang-outs to create on-ground buzz. We got the Radio DJs to sing to “Juara” and they spoke about what “Generasi-Hebat” meant to them. The singers were interviewed on TV entertainment talk-shows and fans chatted with them online. Meanwhile, Bloggers posted pictures of themselves wearing “Hebat” ties in various ways. One even posted a picture of himself with 365 bottles of BRAND’S Essence of Chicken. On the digital space, we created a Facebook community, allowing youths to interact with BRAND’S and each other. An interesting Music Video application was developed to allow them to upload their own pictures into the Music Video. Once uploaded, it will look as if the youth themselves were appearing in the Music Video instead of 5 singers.

Insights, Strategy & the Idea
BRAND’S Essence of Chicken was considered a traditional, Chinese health tonic drink that eager, Chinese moms forced upon their children during exams to increase mental alertness. To avoid saturation, it urgently needed to reposition itself as an everyday, youth, and lifestyle brand especially amongst Malays. The current youth generation in Malaysia has very different needs and culture compared to previous generations. We wanted the brand to connect with this generation by giving them an expression that only belonged to them. Hence, we started a movement called “Generasi Hebat” (Generation Fab). A song, “Juara” (Champions) was specially created for this campaign. We got 5 of Malaysia’s hottest reality programme stars to sing the song and it became the movement’s anthem. We also created the “Hebat” tie as a symbol of the movement which they picked up and started wearing fashionably.