2018 | Bronze | Best Use of Video (Television/Cinema Screen/Multiscreen)
Advertiser: White Cafe Sdn Bhd (OLDTOWN White Coffee) Brand: OLDTOWN White Coffee 3in1 Creative Agency: - Credits: -
The Challenges
Think of OldTownWhiteCoffee (OTWC) and you’d think of old uncle making coffee in old town Ipoh. While this has worked for core OTWC consumers (35-60 years), it didn’t resonate with their younger audience segment (20-34 years / millennials). OTWC had to capture interest and improve brand sentiment among millennials.
Insight, Strategy and the Idea
Consumer research revealed that white coffee is taken primarily to unwind and we saw a key opportunity for OTWC to own afternoon and evening breaks. This is a stark contrast to traditional perk me up in the morning positioning by other coffee brands. Nielsen qualitative research revealed a window to own key unwinding moments where OTWC can play a companion role. We identified key moments i.e destress, short break moments between 3pm-6pm and relaxation and bonding between 6pm-9pm.
Media Execution
Many unwind moments were crafted in line with their lifestyle and connected moments, matching the contextual targeting across all video platforms. We followed them across different screens between 3pm-9pm. In the office, the work version appeared on news and business sites to invite them to take a pause. Whilst they are enjoying their favourite videos on TV and videos-on-demand after work (be it Korean dramas or funny cat videos), we reinforced the micro-moment with boomerang-style videos (like same old routine in life) and leveraged this mnemonic to amplify pause-able moments. We “paused” screen addiction with mid-roll ads on long-form videos – making a real statement to pause with OTWC. In cinema, a public service announcement slot was capitalized to applaud them for taking a pause.
Results and Effectiveness
+32% in brand image score amongst millennials (source: focus group). 37% of millennials associated OTWC with coolest brand (benchmarked against 4 other competitors), a position held by Nescafe RTD. Positive brand sentiment share on OTWC Facebook +19 percent point within 4 weeks. + 18% ad recall lift.
2018 | Finalist | Best Use of Video (Television/Cinema Screen/Multiscreen)
Advertiser: Maxis Communications Brand: Hotlink Creative Agency: - Credits: -
The Challenges
Perceived as expensive, the low-to-mid ARPU segment had shunned Hotlink FAST. As a solution, “Hotlink Happy Hour”, was launched and customers enjoyed FREE 1GB of high speed internet, daily. But everytime we launched something, competitors follow suit, rendering us uncompetitive overnight! We had to hit the market FAST and HARD.
Insight, Strategy and the Idea
We knew: 1)Most low-to-mid ARPU segment resides in sub-urban areas 2)TV has the highest reach and effectiveness against the sub-urban But channel surfing is a pervasive problem on Astro TV. Instead of dismissing TV, we turned our problem into an opportunity! WE ‘RETARGETED’ CHANNEL SURFERS ON ASTRO With Astro, we introduced the first-ever advertising format on its EPG (Electronic Programme Guide) platform and placed Hotlink’s messages within it. Every time viewers switched channels, the EPG appeared on the bottom half of the screen with Hotlink’s ads. Infact, the more channels surfed, the more Hotlink’s ads were seen, enabling us to ‘Retarget’ effectively. You just couldn’t miss it!
Media Execution
To get our audience entrenched with Hotlink before competitor launches with similar or better product, we had to : 1)Drive maximum Reach The EPG banner ran across ALL 188 channels on AstroTV 2)Drive maximum Impact We needed to expose Hotlink as MANY times possible 3)Drive maximum Reach & Impact within shortest time period In this case, 7 days only 4)Short, Sweet & Simple -Ad duration kept effectively at 5s (research showed that highest attention is paid within first 5s of the ad) -Ad messages were direct (Example: ‘Stream on with free 30GB every month’) -Every time a channel is switched, a different message will ‘Remarketed’ to the same viewer
Results and Effectiveness
With 14.9 million unique TV viewers reached at a frequency of 25.8 times (that’s 15.2x more vs regular TV spotbuy with same budget): 1)Search queries for Hotlink Happy Hour hit record high (double vs Hotlink’s FAST launch) 2)ARPU increased 11% vs same period 2017 3)YOY revenue +2.9% 4)Subscriber base grew 3x YOY
2018 | Finalist | Best Use of Digital (Online / Interactive / Mobile)
Advertiser: Maxis Communications Brand: Maxis Creative Agency: - Credits: -
The Challenges
Rising taxes and a weaker currency have resulted in motorists driving older cars for longer, making regular oil changes even more critical for smoother and safer journeys. But car oil changes are often ignored and met with apathy. Objective: Encourage drivers to make regular oil changes using Shell Helix.
Insight, Strategy and the Idea
Road safety statistics showed driving was becoming more dangerous, with 18 lives lost daily. It was critical for us to link to and enhance safety for motorists. The best time to talk to motorists about their oil was while they were in their car. Five years ago, radio would have been an obvious solution, but in 2017, most drivers had a new in-car companion: their smartphone and Waze. Our strategy: using Waze data, highlight the key journey danger points right before Hari Raya as Malaysians prepared for their long trip.
Media Execution
First, we raised awareness about road safety. Using crowd-sourced data from Waze active users, we identified the top 50 accident-prone locations right across Peninsular Malaysia. When drivers approached these danger zones, they would receive a Shell-branded message via the Waze app reminding them to remain vigilant while in the ‘accident zone’. Second, we reinforced the link between a good driver and a cared-for car. We mapped 239 locations in the proximity of garages participating in our oil change offer. When motorists drove near the garages, they received a message enabling them to get their oil changed for a reduced price, by clicking a ‘Redeem-Offer’ button, which saves a voucher on their phone.
Results and Effectiveness
• Massive 44% reduction in road accidents at the 50 ‘accident zones’ where we issued our warnings.
• Nearly 10,000 oil changes, 190% vs target.
• Reached 2.4 million drivers, 120% vs target.
• M-coupon redemption rate at 89% – 139% ahead of target.
• Brand recall +21%
2018 | Gold | Best Use of ABC Audited Newspapers/Magazines
Advertiser: Sime Darby Property Berhad Brand: Sime Darby Property Creative Agency: - Credits: -
The Challenges
With CityofElmina launch, SimeDarbyProperty(SDP) realised that home purchase is more an emotional decision than a logical one. By engaging 5 “Wellness Architects”, we inspired home buyers on how life should be. But when expecting someone to part with RM700,000 upwards, they need to be assured of their decisions. Our challenge was to provide credibility to an emotional decision.
Insight, Strategy and the Idea
We knew that: 1)When it comes to home purchase, buyers still relies on newspapers, not just for choices but for editors’ unbiased views on property evaluation. 2)Written words are more powerful than the spoken one, especially when it has third party validation. 3)We could not just communicate about CityofElmina based on physical specifications like most property campaigns do. Understanding that home purchase decision swung towards emotional factor, we focused not on ‘per square foot’. Instead we looked at ‘per square foot of smiles’. We decided to work with credible press titles to create the “Elmina Wellness Series” to influence home buyers to #EmbraceTheElminaWay.
Media Execution
We strategically selected The Star and The Edge because: 1)It’s highly regarded and refered to in terms of property content 2)command high reach amongst affluent population who could afford homes RM700,000 upwards To ensure relevance, the articles were curated with the help of Google search trends which allowed us to focus on topical wellness trends. We saw high search intent of work life-balance and sustainable living. Our articles focused wellness living and achieving a balanced life the Elmina way, whilst highlighting key features of Elmina homes. This included open kitchens that encourages family bonding and natural surroundings that fuels the spiritual mind and mental wellness.
Results and Effectiveness
Bookings for Elmina increased 3.2x by end of campaign. Average of 30% spike on Elmina organic searches. 108% interest lift towards “SimeDarbyProperty” keywords, 1145% interest lift towards “Elmina” keywords. 67.8% lift in brand interest, 20.3% lift in ad recall.
2018 | Gold | Best Use of Audio (Including Radio)
Advertiser: Malayan Banking Berhad Brand: Maybank Creative Agency: - Credits: -
The Challenges
The growth of SMEs had attracted the banking sector who have been progressively increasing their business to SMEs. It became challenging for Maybank to appeal to them when products offered by the different banks were parity! How do we gain the trust and make a meaningful difference to the SMEs?
Insight, Strategy and the Idea
SMEs’ Perception of Banks Most SME owners feel that “”Banks just want my money. They don’t care if I succeed or not””. Banks including Maybank have done little to change the perception, running ads communicating messages such as ‘Fast loan approval’. SME challenges One of the biggest challenges that SME face is marketing, because often they do not have the funds and capabilities. Using Maybank’s own advertising dollar for SMEs to market their businesses We decided to gain their trust and did away with conventional ads that merely pushed products. Instead we partnered with Astro Radio to reward SMEs by creating a platform for them to win free radio campaigns to market their businesses effectively.
Media Execution
10 weeks of contesting to recognise and reward 30 SMEs Partnering LiteFM, SinarFM and MelodyFM (stations with highest reach amongst SMEs), we got SMEs to submit their inspiring business stories. Every week, 1 winner from each station stood a chance to have their specially created radio campaign, at NO cost to them. Once winners were selected, the DJs would call each of them for a ‘live’ interview on-air They would talk about what their businesses offered on the much sought-after morning and evening drive time segments. Popular DJs provided coveted ‘voice-overs’ Each winner’s radio campaign ran for a week each featuring DJs eg. Steve and Shaz of LiteFM, selling anything from shoes with interchangeable heels to printing services.
Results and Effectiveness
By shining a spotlight on the 30 SMEs, we: 1)Reached total of 220,000 SMEs with the 3 stations 2)Delivered 10,962 additional new SME customers VS 6mths ago