Malaysia’s leading dairy company, Dutch Lady Milk Industries Berhad (DLMI), has teamed up with new age marketing consulgency, Entropia Blanc to unveil a “Summer Home Camp” to help keep Malaysian children meaningfully occupied at home during the Movement Control Order and Restricted Movement Control Order.
A quick survey done by Entropia discovered that Malaysian mothers were taking onboard added physical and emotional workloads during the country’s lockdown. To assist Malaysian mothers with this burden, DLMI and Entropia have created the “Buat Baik 30 Hari Ramadan Di Rumah” (“A Good 30 Days of Ramadan at Home”) campaign. The objective: Provide children with meaningful activities to teach them life skills.
DLMI Specialised Nutrition marketing director, Zatur Hassim said, “The COVID-19 pandemic has disrupted the ‘normal’ in our everyday lives and, with the entire family at home, the biggest responsibility by default has shifted to mothers to juggle their usual workloads with added childcare duties. Hence, together with Entropia, we conceptualised our first-ever WhatsApp campaign to help Malaysia’s mothers. In adherence to social distancing requirements, this platform was selected as the rollout medium, as it is already a trusted source of communication for mothers. It also removes all barriers to participation.”
“The goal of Buat Baik 30 Hari Ramadan Di Rumah is to ease the physical and mental burden Malaysian mothers must be feeling at this point in time. And, while there are already many academic-based online learning platforms available, our programme sets out to promote and cultivate good values in children during the Ramadan period.”
To expedite the execution and go-to-market timeline by almost 79%, a special task force was set up between DLMI, Entropia Blanc, and the programme ambassadors. Parents were invited to register for Buat Baik 30 Hari Ramadan Di Rumah via Facebook and then directed to WhatsApp to participate in the two-week programme. Consisting of two fun activities (each Tuesday and Friday), and hosted by engaging hosts Keanu and Lisa, each activity was designed for children aged between three and six years, and based on the “Buat Baik 30 Hari Ramadan” calendar available in the Dutch Lady Moms Club Facebook page.
Entropia partner, Neeraj Gulati said, “Although there are a great deal of online resources for kids, we looked at the data around moms and found the single biggest barrier to any adoption was the friction of learning to use a new platform. Together with our tech-creative team, we identified WhatsApp as the least frictionless channel and worked from the ground up to bring this campaign to life in a compressed duration of 10 days.’’
“As champions for market leaders like DLMI, our focus at Entropia Blanc is on continuously innovating and expanding the brand. Despite many challenges, including the shooting, editing, and platform nuances, the team, together with the ambassadors, were able to bring the campaign to life.”
Nurturing the future generations of Malaysians fits in to DLMI’s purpose of nourishing a nation. More so during this difficult period, under the MCO, by contributing over 100,000 packets of milk to Malaysian frontliners who are busy saving lives during the COVID-19 pandemic.
