Archives




2010 | |

Colours of Inspiration

Advertiser: ICI Paints (Malaysia) Sdn Bhd
Brand: Dulux
Creative Agency: -
Credits: Loke Dore See (General Manager), Chris Wong (Communications Planner)

TV - Colours of Inspiration

2010 | |

A Small Investment for Continued Good Health

Advertiser: Kotra Pharma (M) Sdn Bhd
Brand: Appeton Wellness 60+
Creative Agency: -
Credits: Janet Kee (Communications Manager), Nicole Leong (Communications Planner)

SB - A Small Investment for Continued Good Health

2013 | |

The Icon Is Back: Turning The Outdoors Into An Iconic Showcase

Advertiser: Volkswagen Group Malaysia Sdn Bhd
Brand: Volkswagen
Creative Agency:
Credits: MediaCompete — Liew Siew Eng (Business Director), Jasmin Hoy (Senior Communication Manager), Sean Sen (Communication Planner) / GroupM, ESP — Kesevan Balasingam (Head of ESP), Sham VanBoonstra (Project Director) / Kinetic Worldwide — Derek Low (Account Manager)

Challenge
Volkswagen needed to establish the Beetle’s appeal to a wider set of consumers, to both young and old, beyond just females to males. The challenge was to implement a campaign that re-ignites consumer’s interest, regenerate buzz and excitement for the resounding return of this true ICON. 

Solution
The two defining, cut through qualities people recognize in the Beetle are its iconic silhouette and ORIGINALITY: being a FIRST and one of a kind. The Approach: remind people of these aspirational qualities by highlighting the beetle silhouette through creative media executions never been done in Malaysia or the category, in touch points that directly reach our often busy and on the move consumers. The channel of choice: OOH media for our constant travelers. 

Execution
LED lights outlining the “silhouette” at night from all angles on NKVE three sided unipoles in Sungai Buloh, Subang Jaya, Damansara Toll Interchange. A hoarding board in the busy Golden Triangle intersection turned 954 foot gallery showcasing the Beetle’s historical evolution, supported by building and sky logo projections leading to KLCC launch venue, and a die cut “silhouette” projection onto the majestic PJX building, that story tells the Beetle’s rich heritage at night. 

Results
Overwhelming Beetle bookings at launch day alone led to a six month customer waiting list period. Online Search quadrupled to 100 index points vs. 24 before launch. Approximately 12,000 attended the launch event, driven by daily traffic count from NKVE (125,000), KL hoarding (70,000) and PJX (850,000).

2013 | |

The Icon is Back: Making an Icon Your New Pin-up

Advertiser: Volkswagen Group Malaysia Sdn Bhd
Brand: Volkswagen
Creative Agency: M&C Saatchi (M) Sdn Bhd
Credits: Liew Siew Eng (Business Director), Jasmin Hoy (Senior Communication Manager), Sean Sen (Communication Planner), Lydia Lai (Implementation Executive), Katherine Lee (Senior Implementation Executive), Heidee Ahmad (The Edge Communications)

Challenge
Volkswagen needed to establish the Beetle’s appeal to a wider set of consumers, to both young and old, beyond just females to males. The challenge was to implement a campaign that re-ignites consumer’s interest, regenerate buzz and excitement for the resounding return of this true ICON.

Solution
It’s not just about BIG but also about CUT-THROUGH. The two defining qualities people recognize in the Beetle are its iconic silhouette and ORIGINALITY: being a FIRST and one of a kind. The approach: remind people of the same aspirational qualities by visually highlighting the beetle silhouette in all elevant touchpoints, executed in ways never been done in Malaysia. Print gave us the opportunity to achieve massive reach while pushing creative execution to the hilt.

Execution
“Silhouette-outlined” teaser ads ran for three days across all major newspapers nationwide, and on The Edge to capture more PMEB males. For launch impact, we executed a reverse-gatefold full-wrap using 100% wood-free paper, cleverly adopting a ‘die-cut shape of the New Beetle’ on the front page of The Edge that unfolds to reveal the full Beetle image and story. Extended to magazine ads, approximating full-page buys that can unfold to become poster spreads for collectors!

Results
Orders for the new Beetle were overwhelming which led to a minimum of 6-months waiting list period for customers! Print reached 83% of PMEBs with an average frequency of 15, 5X the norm. Online Search for the Beetle spiked to 100 index points at launch vs. 24 index points pre-campaign.

2015 | |

Sunway Lagoon scares the S#!T out of Malaysian celebrities

Advertiser: Sunway Lagoon Sdn Bhd
Brand: Sunway Lagoon
Creative Agency: -
Credits: -

The Challenge
Malaysians are familiar with SunwayLagoon, but when it comes to associating SunwayLagoon with a frightening experience, specifically for Halloween, it does not top their consideration list. The task was to make SunwayLagoon’s Festival of Fear, “Nights of Fright”, stand out by showcasing its ability to scare Malaysians into a good time.

Insight, Strategy and the Idea
The average Malaysian spends 1-2 hours per day on social media and are avid sharers of content that appeals to them. To attract, excite and convince them leading up to the opening of “Nights-of-Fright”, we wanted to give them a sneak peek of SunwayLagoon’s Halloween festival and help the content travel through social media. We engaged four celebrities (SchaAlyahya, AwalAshaari, BenJern, HaniffHamzah) to go through the Festival of Fear first hand and then share their experiences.

Media Execution
The celebrities entered SunwayLagoon ScreamPark at midnight and had to walk through the park alone! The objective was to capture their genuine, dramatic, emotional outburst on film. The video was spread using each celebrities’ social networks, capturing the curiosity of their followers. Other social influencers followed and shared through their platforms. We also used BeautifulNara, top Malay blogger with 3million monthly unique visitors, to blog about it. To maximize exposure, the videos were aired as pre-rolls through contextual targeting, especially targeting horror/thriller content seekers.

Results and Effectiveness
The video traveled and garnered 278,805 views in just one month! The celebrities’ posts more than DOUBLED their usual achievements – SchaAlyahya’s Facebook post generated 667 shares – 22 times above her average branded postings! Unique visits through social sharers exceeded target by +24%. Shares totaled 15,008, including celebrities’ and BeautifulNara’s readers. The video garnered 14% view rate, above industry benchmark of 5%-10%. Click-through- rate to SunwayLagoon website was 10% – far exceeding industry average-2%. Most importantly, business increased by 3.95X, an astounding +295% increase vs. last year.