100Plus has kicked off the “Cergaslah Malaysia” campaign to encourage Malaysians to lead a more active lifestyle.
Through the campaign, 100Plus hopes to target an increase in Facebook “likes” and a 15% rise in sales.
The long-term campaign comprises three phases and is endorsed by sportsmen Dato’ Lee Chong Wei and Safee Sali.
During the first phase of the campaign, which started in early October until 26 November, a contest was held on its website and promoted on 100Plus’ official Facebook page.
As a part of the contest, contestants were required to submit photo entries that reflect a healthy lifestyle to win weekly prizes.
In the second phase of the campaign, which will kick off in 2013, the brand will conduct on-ground activities which will involve Dato’ Lee Chong Wei and Safee Sali.
The brand is still planning phase three of the campaign.
This campaign is promoted via a TVC called Let’s Move It , which features Dato’ Lee Chong Wei and Safee Sali, aired on Astro channels, ntv7 and TV3.
For radio ads, local celebrity Baki Zainal will share tips with listeners on simple exercises that one can do in the car.
Cergaslah Malaysia is also promoted on social media, OOH, point of sales materials (POSM) where contest details can be found on product packaging.
The creative agency for this campaign is Publicis, while Initiative handles media execution. Rally is the digital agency, while RougePR manages the PR.