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HOME RESULTS: 2015 2014 (3.5) Games — MERIT, Somersby - Sweet Harvest, Alpha 245 Communications Sdn Bhd

(3.5) Games — MERIT, Somersby - Sweet Harvest, Alpha 245 Communications Sdn Bhd

Challenge The Agency was tasked to launch Somersby Apple Cider for Carlsberg Malaysia. The key challenge for the Agency was most Malaysians either had not heard of alcoholic cider or had a completely wrong idea about the drink. There were also many restrictions on alcohol advertising in a Muslim-majority country, making the task at hand even more challenging. Solution We overcame the challenges by dramatising the fact that our alcoholic cider is made from fine fresh red apples. Thus the line, “from great apples come sweet, refreshing cider”. Our outreach strategy focused on creating buzz in the news about Lord Somersby (depicted as a mysterious apple lover) buying up all the apples in supermarkets before the launch. To further engage with our target audience, we developed the “Grow an Apple Tree” app for them to help Lord Somersby grow apples for his brew. We then got Malaysians to talk about it even more by placing the apple tree app on a digital ambient installation linked live on Facebook at one of the city’s busiest malls for two weeks. Finally, when the apple tree was fully-grown with ripe red apples, the top croppers who nurtured it, including the media were invited to the Somersby Garden Launch Party. There, all the apples on the virtual tree were transformed into bottles of Somersby, reinforcing that Somersby Apple Cider comes from great apples. The launch also saw guests savouring the drink for the very first time, being entertained by a host of apple-themed mini games and partying all night to the sounds of DJ Goldfish. Results Without any bought media, the campaign reached more than one million Malaysians and obtained extensive media coverage on both social media and news channels with a media value equivalent of RM584,365. The “Grow an Apple Tree” app that was cross promoted via an on ground digital installation garnered a response rate that exceeded the industry standard by 4x and achieved more than half a million physical impressions. More importantly, sales of Somersby Apple Cider were 10% ahead of forecast!

 

Title
Somersby - Sweet Harvest

Client
Carlsberg Malaysia

Product/Service
Somersby Apple Cider

Internet URL
www.workoutloud.com.my/somersby

Creative Director
Theresa Tsang

Art Director
Christel Chong, Adrian Tan

Copywriter
John Royce, Ravi Shan, Gary John, Terence Ooi

Designer
Ann Foo, Moritz, Christel Chong

Web Designer/Multimedia Designer
Christel Chong

Programmer
Kong Lee Seng (Comma Digital Sdn Bhd), Bob Lim (Comma Digital Sdn Bhd)

Client Service
Terence Ooi, Karen Tan Min Minh, Kristin Chong Mun Shi, Jeffrey Wong Jian Fei

Illustrator
Lim Kean Woei, Dazmon (Comma Digital Sdn Bhd)

Typographer
Christel Chong

Photographer
Shawn Lor (Blink Studio)

Photography Studio
Blink Studio

Print Producer
Shara Goh

Color Separation
Scoop Events

Production House
Scoop Events

Event Organizer
Scoop Events

 

Results: 2015

Golden Kancil

kuchinghappy
Kucing Happy, Fishermen Integrated

Kancil For Good

samasama
Sama-Sama, Fishermen Integrated

Advertiser of the Year

advertiseroftheyear
BSN

Young Kancil
24 Hours Winners 

Olivia Ariferiani / Abiseshana Mohan / Carmen Cheong,
TBWA KL


Gold Winners

gold-tapirCut a tree. Kill a life - Tapir, Y&R Malaysia


gold-evereadybookofplayEveready Book Of Play,
TBWA KL


gold-kuchinghappyKucing Happy,
Fishermen Integrated


gold-kuchinghappySama-Sama,
Fishermen Integrated