Archives




2013 | |

How Humor Created a Conversation For Shell Advance

Advertiser: Shell Malaysia Trading Sdn. Bhd.
Brand: Shell Advance
Creative Agency: JWT
Credits: Maxus Malaysia — Faraz Shams Khan (Associate Business Director), ShiengYee Lim (Planner), Lorraine Capel (Managing Director), Yee WingTak (Head of Digital)

Challenge
Bike engine oils reside in a low involvement category, there is limited conversations taking place with the consumer. In the consumers mind, the service station was the expert to choose the engine oil. We had the task to entice consumers to demand Shell Advance to be used in their bikes. 

Solution
To bring about this much needed involvement by the consumer in demanding a particular brand of oil to be used in their bike, we needed to create visibility in a space which was both interesting and created instant re-call with the bikers. This un-tapped space, through our insight of the bikers, lay in the simplest of places, a comic book. We learned the young bikers, majority Malay, were comic book enthusiasts, especially comics with humor. 

Execution
We hijacked the “workshop” section in Ujang comic and seamlessly integrated Shell Advance in the storyline. 4 issues were crafted, each filled with humor, which drove the characters of to pick up Shell Advance and use it in their bikes during their escapades. To create excitement, each issue ended with 2 alternative continuations; readers could log-in to Ujang’s Facebook page and vote for the continuation of the story of their choice in the next issue. 

Results
11,000 voted for the continuation of the story in the next issue. 1761 people shared the post (average number of friends in Malaysia = 233**), we reached out to 410,313 people. This created a WOM boom for the brand and we had made the brand the center of the conversation.

2014 | |

Cracking open TV for Tesco’s price war

Advertiser: Tesco (Malaysia) Sdn Bhd
Brand: Tesco
Creative Agency: Spin Communications Sdn. Bhd.
Credits: Maxus Malaysia — Shieng Yee Lim (Media Planner), Agnes Wong (Senior Implementation & Buying Manager), Faraz Shams Khan (Assoc. Business Director), Lorraine Capel (Managing Director)

The Challenge
Retail price wars are fought in the press, with their 1-day lead time for material submission. During Chinese New Year, TV has 25% higher viewership but its 5-day submission lead time meant that retail price ads could never air on TV. Until now.

The Solution – Insight & Idea
“Never say never” drove this campaign. Instead of negotiating on the usual factors such as price and programme, we worked together with Astro TV team for a win-win: Tesco broke new ground with TV advertising and Astro had a new revenue stream.

The Execution
A template that formed the basis for the 10-second TVC. When the product and price were released on a Thursday by Tesco, they were placed into the template by the production team. The lead-time was only 1 day for submission of material to Astro (this was negotiated to ensure competitive edge). The TVC was ready to air with a competitive product and price promotion on the upcoming Monday, on a platform that had no similar competitive ads. This was repeated every-week for 3 weeks for key product lines that needed to be pushed to the consumer. To ensure measurement & effectiveness of this new trial – relevant to sales, these products were not advertised anywhere else. To cut through the festive clutter, the 1st ad in the break was negotiated across primetime for Chinese programming. Tesco raised awareness of its products and prices to more people than ever.

The Results
This was a 1st in the Hypermarket category innovation for Tesco. Stocks in Tesco, of the products advertised, were sold-off the shelves within the 1st half of the day.. EVERYDAY for that week!

2015 | |

CREATING THE GOLDEN TRIANGLE FLIGHT PATH

Advertiser: RED BULL PRODUCT OF EUROPE
Brand: RED BULL
Creative Agency: -
Credits: -

The Challenge
RedbullAirRace event was launching first time in Malaysia and if successful it would return to the region. We had a grave challenge of ensuring that we made enough impact to pull a crowd of 20,000 people (paid tickets) to an event which was unknown.

Insight, Strategy and the Idea
We had a direction in mind, as this one of a kind event will attract both the locals and the tourists landing into KL. Strategy: Map the consumer blue-print: We looked at creating a roadmap of the consumers from the Airport to the citycenter ensuring to capture both consumer groups. Create engaging touch points: We created a route of OOH touch-points that teased, allowed engagement and created repeated reminders. Adding Functionality: We had to ensure that the consumer had the opportunity to purchase tickets online on this mapped journey that we had created. Idea: The Golden Triangle Flight Path

Media Execution
The Golden Triangle Flight Path:

  • Started from Airport @ KLIA Baggage Reclaim Area: Immediate attention catching digital screen caught the attention of the consumers with the Air-race videos and dates
  • Moving to the Taxis with In- transit touch screens: 500 taxis, with in-transit touch screens engaged a captive audience for 45mins minimum, with Airrace content and the ability to buy tickets immediately by punching in your phone number or email.
  • Arrival into KlangValley with Digital Screens: Just a peek into Klangvalley, there was a dominance of strategically placed digital-screens from OOOHM and powerscreens all along the highways and major trafficzones.

Results and Effectiveness
The science and art of the flight path created instant reminders, engagement and fascination for the consumer: Ticketed Attendance to the event: 40,500 (more than double) Tickets bought through the flight path journey: 7000! Internal Client Survey: 61% awareness for Airrace event in Klangvalley & 50% of respondents quoted OOH being the source of awareness

2015 | |

The Hunt is on this CNY…for 10 Million Shoppers

Advertiser: Tesco Malaysia
Brand: Tesco
Creative Agency: -
Credits: -

The Challenge
The retail environment is a price war zone during CNY. Chinese consumers lack loyalty and shift stores whenever a buck could be saved. The challenge was to increase footfalls and drive increase in sales without relying on price promotions alone!

Insight, Strategy and the Idea
We realized the ‘gambling’ element attached to luck excites them and this heightens during CNY. In addition, creating avenues to “show-off” to family and friends, becomes an attraction point.

Strategy:

  • To drive the “gambling + luck” element: Setup a national in- store contest to win RM 288,888
  • To drive the “show-off” element: Give the consumer the opportunity to be exclusively on the red-carpet with the Ah-beng movie stars Amalgamated under a theme of “Tesco ONGMALI”, meaning Prosperity in the year of the horse @ Tesco.

Media Execution
The execution was crafted to deliver on the strategic pillars, connecting the dots to bring in a clear association: Walking into Tesco means walking out with Luck and Prosperity. The 1st ever nationwide hunt @ Tesco: We released contest clues on Radio to drive customers to stores for the hunt. Consumers had to hunt for products and find the mysterious Tesco Staff (and shout “ong-mali-mali-ong passcode to them to win). It was mass hysteria, to see hundreds of people running around shouting the passcode and carrying products. Star-Cast store visits and Movie premiere: The ‘AhBengMissionImpossible’ star cast visited stores for autographs and gave shoppers opportunities to flaunt with the casts and 1,500 lucky customers shared an unforgettable exclusive evening of gala premiere red carpet experience with them.

Results and Effectiveness
‘OngMali’ campaign knitted shoppers together with priceless experiences!

  • 12.4% Sales increase over CNY 2013 and the highest in 11 years of Tesco’s CNY history.
  • Over 10 Million consumers served in CNY, recordbreaking footfalls (116% increase from CNY 2013).
  • Over 11,000 #OngMali mentions worth RM330,000.

2015 | |

TigerFC GAMEDAY Campaign

Advertiser: Guinness Anchor Berhad
Brand: Tiger Beer
Creative Agency: Maxus Communications Malaysia
Credits: -

The Challenge
TigerFC is Tiger Beer’s club for football enthusiast. Over the past 10 years, TigerFC has been engaging their fans with conventional viewing events and stage games during the BPL seasons. However in recent years, Tiger FC saw dwindling participation in their events as football fans moved on to competition’s more exciting and innovative viewing parties. Lower event participation also lead to lower trialist and loyalty towards Tiger. With Carlsberg owning BPL rights in 2014, challenge was to revive and increase desirability of TigerFC’s viewing parties amidst intense competition.

The Solution – Insight & Idea
Football enthusiasts loves studying football facts and share their views and predictions of the game in their social networks. In fact, during these games fans showcase their expertise by embarking on competitive wagering. With 66% penetration, mobile has become the device of choice for them to share during these live viewing parties. Our strategy? Use mobile to unleash this competitive spirit of every football fan and reward them for doing so. Idea? GAMEDAY a mobile-first football engagement synced live with BPL games.

The Execution
GAMEDAY is a breakthrough technology that acts like a mobile web application without the need for installation! This reduces the barrier for engagement as there is no app download required. Synced to each live football match, GAMEDAY turned those live football matches into social camaraderie by letting fans compete for points through match related Q&A, polls, scores predictions and more. GAMEDAY not only amplified engagement with Tiger Beer; but gave our football enthusiasts a platform to embark on competitive wagering and showcased their expertise.

The Results
Both TigerFC’s events saw average 200 attendees, a 150% increase from past events. A third of our audience was 100% engaged on GAMEDAY throughout both the 90-minutes matches! Social earned media worth RM 202,540; 15 times over investment. Participants’ feedback demonstrated an increase in brand affinity.