Advertiser: GlaxoSmithKline Consumer Healthcare Sdn Bhd Brand: Ribena Creative Agency: - Credits: Elva Lo (Planner), Lorraine Capel (General Manager), Hamzina Abdullah (Senior Buyer)
Ribena wanted to increase sales by becoming the festive drink during the Ramadhan fasting month. Due to price and heritage, Ribena tended to lose market share to other brands.
Breaking fast is a much anticipated occasion during Ramadhan. Malay mothers are on a constant lookout for exciting new recepies. From this insight, we chose to show a slice of Ramadhan life with Ribena by sponsoring Shamsul@Bazaar. We leveraged on Shamsul’s credibility to recommend delicious dishes and beverages, with Ribena as a central ingredient in the recepies.
We integrated a 3 minute Ribena step-by-step recipe preparation into our sponsored reality program, Shamsul@Bazaar. To increase the affinity with Ribena, we dressed our Ribena Berry icon in a traditional Malaysia ‘Songkok’ which was featured in Promo spots doubling up as greeting advertisements showcased a purple Ribena frame with Berry wearing a ‘songkok’. To add extra flavour, guests like Dato’ Farid and Maria made special appearances, sharing their breaking fast experiences with Ribena.
Shamsul@Bazaar averaged 1.5 million viewers duting its 4-week Ramadhan broadcast. Ribena then made such a fast break into the Ramadhan market that stocks in hypermarkets and supermarkets were cleared after the campaign started! The AC Nielsen Retail Audit reported that Ribena’s Market share increases an astonishing 38% during Ramadhan!
Advertiser: Shell Malaysia Trading Sdn Bhd Brand: Shell Helix Creative Agency: - Credits: Heidi Lim (General Manager), Lorraine Capel (General Manager), Hamzina Abdullah (Senior Buyer), Khong Shad Foon (Brand & Communications Manager, Shell Malaysia), Michelle Hoe (Trade Marketer (MY/SG), Shell Malaysia), Shireen Peterson (General Manager, JWT), Thein Kwee Yean (Account Manager, Kinetic Worldwide)
When it comes to engine oil, many dismiss its importance. Some don’t even know the difference between engine oil and petrol. How can a low involvement product like Shell Helix grab the attention of motorists.
Motorist are mobile, so ads placed in high traffic areas or car parks are key communication spots. However, these spaces are also extremely cluttered. With these insights, we knew Shell Helix needs an intrusive medium that stops motorist in their tracks, inspiring us to find our solution in the boomgate! Our innovative idea led a campaign that was the first of its kind, featuring a never-seen-before full wrap of the boomgate.
We placed a total of 9 boomgate ads at Ikea and Ikano Power Centre. Shell Helix dominated both the enterances and the exits, making it impossible to miss. The creative communication showed a Shell Helix bottle pouring simulated engine oil into half cut engines. Yellow LED lights signify the engine oil flowing through the engine, demonstrating how Shell Helix Ultra cleans inside of the engine providing Shell’s ultimate cleaning performance.
Our “Boom-Shell” had an explosive effect! The “light-up” boomgates brightened up car parks, grabbing the attention of estimated 550,000/month traffic. The agency, client and malls received rave reviews from the public and even caught the global attentions, who were highly impressed with the boom-factor.
Advertiser: Shell Malaysia Trading Sdn Bhd Brand: Shell Helix Motor Oils Creative Agency: JWT Credits: Gwei Hway (Business Director), Poon Puay May (Manager), Heidi Lim (Planner), Kevin Koh (Assistant Planner), Siew May Har (Manager), Hamzinah Abdullah (Senior Buyer), Yu Li Ching (Brand Manager, Shell), Michelle Hoe (Trade Marketer, Shell), Shikin Yusof (Senior Account Executive, JWT)
Engine oil is a low interest category. Many dismiss its importance. To educate the motorists, we needed to have an “attention grabbing” execution so that motorist were able to see how a good grade engine oil can help to maintain the lifespan of the engine and sustain its performance.
Most motorists depend on mechanics to advise them on car engine maintenance. But mechanics don’t educate. Motorist may have heard or read about better engine oil aiding performance but could not understand enough to influence the mechanics. So we brought a ‘life-size’ but transparent engine to life. It gave motorists an opportunity to see the “inside-out” of an engine and how Shell Helix could remove up to five times more dirt and sludge.
A glass transparent engine made by acrylic was built to demonstrate the engine cleaning process and was placed strategically at several high pedestrian traffic shopping malls on rotational basis. In this replica, yellow colored water was used to resemble Shell Helix Ultra engine oil and black particles stood in for sludge. It showed the continued process of how Shell Helix Ultra was pumped into the engine to displace the sludge therefore providing ultimate cleaning performance.
Shell Helix ‘life size’ transparent engine had an explosive effect. The malls received rave reviews from the public. Sales volume increased by 15% between Q4 2009 (Oct-Dec) versus Q4 2010 (Oct-Dec). This 1st of its kind ambient execution reached out to almost 4million people per month in shopping malls.