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2015 | |

Uber VW Charity Drive

Advertiser: Volkswagen
Brand: Volkswagen
Creative Agency: -
Credits: -

The Challenge
Given the strength of Japanese brands in 2014, Volkswagen volumes declined – 7% vs YAG. The challenge was to grow volumes by addressing the Consideration to Purchase gap. We need to put value back in to the brand by dialing up brand value triggers in a captivating way.

Insight, Strategy and the Idea
Despite having a substantially higher household income than the average consumer (80% higher), the premium mass audience are careful shoppers, always looking at VALUE. Hence, QUALITY is an important factor of the value equation. We also found that the touchpoints with the biggest impact are experiential in nature. This is because quality is measured when a driver gets behind the wheel. Therefore, we aimed to use a driving experience as our content by putting people into the cockpit of a Volkswagen.

Media Execution
Our campaign was Uber x Volkswagen Charity Drive. We got 53 celebrities to take the road as Uber fleet drivers for a day, then shares their experiences from being behind the wheel of a Volkswagen. We incited interest with teasers on Facebook, Instagram and YouTube videos featuring A-list celebrities like JinnyBoy. To evoke an emotional pull, we centered the experience on a charitable cause. All fares earned by celebrities would be matched by Volkswagen and Uber, donated to a charity of their choice. At the end of each ride, passengers were offered a test drive to experience the Volkswagen themselves at their closest Volkswagen dealership.

Results and Effectiveness
At the media cost less than RM10000, we generated RM924800 from Social media postings: Instagram Uploads:189 Instagram Likes: 121,802 Facebook Picture Uploads: 96 Facebook Picture Likes: 120,366 Tweets: 320 Brand uniqueness increased +12pts, brand sympathy increased +4pts, brand commitment +7pts. This led to Volkswagen experiencing first positive sales growth (79%) after declining 6 months. Sales have been a steadily growing an average+21.5% in Q1 2015.

2015 | |

KUNG FOOK Power: How Febreze used invasion as a form of persuasion

Advertiser: Procter & Gamble
Brand: Febreze
Creative Agency: -
Credits: -

The Challenge
During CNY, spring cleaning is a major family activity but a dreaded one. Febreze wanted to take the dread out of spring cleaning by positioning itself as a quick and easy way to freshen fabrics to speed up spring cleaning.

Insight, Strategy and the Idea
The Chinese believe that an auspicious start in the New Year guarantees prosperity for the whole year. As such, traditions and rituals must be strictly followed. Spring cleaning is about getting rid of the bad, dirty, and unlucky. Families cram and spring into cleaning and are often left in dire need of extra help or shortcuts to ease the process. Enter Febreze via a familiar but quirky concept- Kung Fu. We created a fictional action-packed family: The Kung Fooks – who “invaded” 888-homes in Chinese neighborhoods to make homes luck-ready and demonstrate the real benefits of Febreze.

Media Execution
We tied up high-reach Chinese radio station, MYFM, to excite the neighborhoods by organizing pre-CNY events in community centers with cruisers complete with games, Kung Fu performances, and lion dances. Come event day, we brought squads of spring cleaners along with the Kung Fook family who refreshed various hard to wash items such as sofas, curtains, and mattresses whilst bringing the festive spirit by hanging ornaments. We taught family members especially moms at the grassroots level to prove how powerful Febreze really is that eliminates up to 99.9% bacteria. We gifted families with rice bowl freebies with the Kung Fook family designs.

Results and Effectiveness
We activated 976 homes vs. target of 888 and 75% of our target in two weeks. The activated homes became the spokespersons for the brand by sharing their experiences on social media resulting in the Kung Fook video becoming the most shared video on the Ambi Pur Malaysia Facebook page. Sales of Febreze improved 22% compared to the preceding CNY.

2015 | |

When Mexico met Malaysia, but it felt like Brazil!

Advertiser: Mission Foods South Asia
Brand: Mission Tortillas Chips
Creative Agency: -
Credits: -

The Challenge
We had to disrupt the potato chip monotony through an engaging and targeted experience of Mission Foods’Tortilla chips. Our targets were students and white collar working men.

Insight, Strategy and the Idea

Insight: Our field work showed that Mamak’s are used to ‘Macam Biasa,Lah’ type of orders BUT they are open to variety in the menu to excite patrons. Fusion always works as variety.

Strategy: We tapped into this unmet need of the Mamak’s by giving them the ‘ammunition’ to spice up their fare through Fusion Food! Idea: We took the international crunch of our Tortilla chips and combined it with local sauces at select Mamaks as a unique fusion food

Media Execution
We mapped the busiest Mamaks against the product’s distribution and selected 7 Mamaks in KL.We were met with resistance but when we offered to time it with the FIFA WorldCup AND give them a chance to spice up their menu AND build surround sound around it-they agreed to support us in this unique fusion festival!We recreated a mini football stadium inside the Mamaks with goalposts,cheerleaders, music and dance,tables with chips baskets,and merchandise that they could take home.It was fusion of Malaysian and Mexican food at it’s best–consumers sampled Tortilla chips with satay sauce,dhal,curry& mint sauce.To make it engaging we introduced a trivia contest that allowed the consumers to win food vouchers for the Mamak which ensured they stayed on.Everyone went home with positive memories.The Mamak staff were given aprons,special baskets for the chips and merchandise that they could keep,the consumers and Mamak owners were delighted by the surprising change in ambience and menu OVERNIGHT!

Results and Effectiveness
It was a win-win partnership. We generated at least 30% more trials compared to the estimate from regular media buy. An average of 4 packets/table were sampled which was 2X the usual rate. Footfall for our Mamak partners also increased by 10%.

2015 | |

Uber VW Charity Drive

Advertiser: Volkswagen
Brand: Volkswagen
Creative Agency: -
Credits: -

The Challenge
Given the strength of Japanese brands in 2014, Volkswagen volumes declined – 7% vs YAG. The challenge was to grow volumes by addressing the Consideration to Purchase gap. We need to put value back in to the brand by dialing up brand value triggers in a captivating way.

Insight, Strategy and the Idea
Despite having a substantially higher household income than the average consumer (80% higher), the premium mass audience are careful shoppers, always looking at VALUE. Hence, QUALITY is an important factor of the value equation. We also found that the touchpoints with the biggest impact are experiential in nature. This is because quality is measured when a driver gets behind the wheel. Therefore, we aimed to use a driving experience as our content by putting people into the cockpit of a Volkswagen.

Media Execution
Our campaign was Uber x Volkswagen Charity Drive. We got 53 celebrities to take the road as Uber fleet drivers for a day, then share their experiences from being behind the wheel of a Volkswagen, essentially turning them into brand endorsers. To evoke an emotional pull, we centered the experience on a charitable cause. All fares earned by celebrities would be matched by Volkswagen and Uber, donated to a charity of their choice. At the end of each ride, passengers were offered a test drive to experience the Volkswagen themselves at their closest Volkswagen dealership.

Results and Effectiveness
At the media cost less than RM10000 we generated RM924,800 in earned media from Social media postings. Celebrities completed a total of 285 trips with 650 test drive invitations given out! RM17k was raised, benefiting 31 different charities! Brand uniqueness increased +12pts, brand sympathy increased +4pts, brand commitment +7pts. This led to Volkswagen experiencing first positive sales growth (79%) after declining 6 months. Sales have been a steadily growing an average +21.5% in Q1 2015.

2015 | |

Age is just a number: SK-II dares women to rock their age

Advertiser: Procter & Gamble
Brand: SK-II
Creative Agency: Mediacompete Sdn Bhd
Credits: -

The Challenge
SK-II has a strong presence in the premium skincare segment yet differentiation continues to be a challenge and has affected the brand’s performance in an already competitive category.

The Solution – Insight & Idea
No woman wants to reveal her age unless she looks younger than she actually is. Age is put on defense rather than a badge to wear. SK-II launched the Magic Ring Test with a proprietary device to determine a woman’s skin age. Our strategy was to demonstrate that Skin Age can be measured and thus, SK-II’s effects can be quantified. ROCK YOUR AGE: The idea is to inspire women to be proud of their skin and age while highlighting SK- II’s key ingredient, Pitera, that can make one’s skin age younger.

The Execution
We dared to ask the most awkward question ever put on TV: HOW OLD ARE YOU? And who best to ask than the very women our target sees on-screen everyday! We interrupted hosts while on set of their shows: ASTRO AEC Evening Edition frontliner, Yuen Yuen and AXN EBuzz host, Jamie Ong whose reactions to the question were caught on tape. We then strategically aired their caught-on-tape reactions right after the commercial breaks of their shows for direct association. We then led consumers to the site where they could learn about skin age, reinforcing SK-II as the only product that can reverse skin age in a month! Weeks later, YuenYuen and Jamie, now SK-II users, were asked the same question and revealed their age but proudly declared their younger skin age calling for women to ROCK THEIR AGE.

The Results
We saw the highest month-on-month increase in new users outside of festive periods. Penetration of key product, Facial Treatment Essence, was highest ever over P6M, which helped to arrest the decline and increase the basket size per purchase.