Copies of the paper distributed in the Klang Valley carried a two-page Friso ad with a light-triggered audio box glued to the paper. When the reader turned to that page, the box played snippets of a conversation between a mum and her child, followed by readings of three articles from that section of the paper.
Online, the campaign features a home-page takeover ad with an audio message, and a Friso-branded audio player appears at the top of some articles. The soundbites are also audible via the newspaper's iPad version (pictured).
The campaign supports the brand's Growing Up Together Days event, a festival taking place at several shopping locations in Malaysia through early April. Attractions there include a tunnel where kids and their adults can play interactive games projected onto the walls, as well as several craft activities.
"There is a certain uplifting joy in the fun, playful banter of a child and her mother that we wanted to bring to mommies in Malaysia first thing in the morning," said Prashant Kumar, President Mediabrands Asia and CEO of UM & Initiative Malaysia. "Adding voice as the third dimension to the newspaper brings surprise that breaks the media clutter and delight that cuts through the brand clutter.”
Creative, digital and PR duties for the campaign were handled by JWT, Arachnid, and Ming KH, respectively.