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The Challenge
Air fresheners become “nice-to-haves” especially during Ramadan and Raya as shoppers prioritize impression-makers such as clothes. Ambi Pur wanted to get back into the shopping basket as a “need” and reverse penetration decline.

The Solution – Insight & Idea
Insight: Raya Open House is the time for mothers to flaunt their skills as homemakers and impress family and visitors but they tend to spend more time behind-the-scenes instead of connecting with everyone. Strategy: So this Raya season, we pitched Ambi Pur as an impression-maker leveraging on the brand’s benefit as an effective and quick air freshener allowing moms to freshen their homes before the next round of guests arrive – JOM REFRESH! became our call! Idea: TV viewership during Ramadan peaks just before breaking fast. We partnered with a top primetime TV9 show, Jom Berbuka (Let’s Break Fast) that features Malay celebrities preparing for Ramadan and Raya.

The Execution
We created a show within a show- Serikan Keharuman Rumah Terbuka and crafted three mini stories hosted by celebrity, Sharifah Shahirah. We embedded Ambi Pur signaled by Jom Refresh! as a solution to real challenges. First Timer A newlywed couple organizing their first open house. Jom Refresh! Ambi Pur eliminates the stubborn odor restoring confidence. Mom-in-Awe A dedicated daughter impresses her in- laws. Jom Refresh! Ambi Pur extinguishes the in-laws’ doubts with a quick refreshing spray. Hope is in the Air A hopeful mom strives to give her family a great open house but they can’t buy any new items. Jom Refresh! Febreze with Ambi Pur helps refresh these items as if washed.

The Results
We reached 60% of our target (1.7 million). Jom Berbuka became the No1. magazine program on TV9 (+18% ratings vs. last year) giving us 6x ROI. Ambi Pur automatic grew by 31% vs. previous season. The TV content also gained traction on YouTube generating >400k views.

The Challenge
The overall air freshener category share has been declining, even with high spending during festive seasons. Ambi Pur had to be top-of-mind during this cluttered media period.

Insight, Strategy and the Idea
Raya is about balik kampung which means traffic jams with an average of six hours spent on the road. This was turning from a journey of bonding with family into a “Hunger Games” of getting there. We needed to bring back the spirit of balik kampung, a tradition that binds. Aligning this with Ambi Pur CAR’s refreshing benefit, we built the idea: Refreshkan Balik Kampung. We tied it with an inseparable part of any journey – MUSIC, that was topical and catchy. Music is the travelers’ entertainment of choice, particularly memorably nostalgic Raya songs. We partnered with BUNKFACE, Malaysia’s coolest punk band to remix their popular Raya song: Anugerah Syawal mixed with Ambi Pur’s jingle.

Media Execution
We remixed the song with lyrics related to Refreshkan Balik Kampung. Then, seeded this
branded song in major Malay radio stations via live reads and band interviews on both
their digital and offline feeds. To further the hype and awareness, we asked popular DJs and social influencers to record their own versions of Anugerah Syawal in an epic
showdown. We created an online playlist with a leading online music portal, GUVERA and
webbed it with the rest of its music partners that also have offline radio stations.

Results and Effectiveness
We reached 52% of our consumers within 2 weeks. On an average, each song in
the Ambi Pur playlist was played at least 500 times (total of 20,000 hits) at 43%
average completion rate. 34% of song traffic and 67% of the music video hits
were organic (earned) helping to create top of mind recall which enabled Ambi
Pur CAR’s key SKU’s volume sales to grow by 15% vs past period.

The Challenge
Lack of communications over the years led to competitors overtaking Sprite in consumption metrics, affecting volumes. Sprite was given a small budget to reignite growth. Challenge was to get the most impact with minimum investment.

The Solution – Insight & Idea
Based on teens’ media habits, TV is most relative to the target and most effective to drive consumption triggers. However, the budget could only afford 1,384GRPs from standard spotbuy. Sprite was 25% below MountainDew with approximately 464GRPs. We had to anchor onto sponsorship to further stretch the investment. PopKrew, a reality singing competition was making its debut on TV9. Staying true to the brand promise, Sprite gave teens an outlet to break free from self-restraint to energize and refresh themselves. We moved the campaign beyond spotbuy into an engaging experience for teens, then further amplified throughout the community.

The Execution
Sprite PopKrew launched with on-ground audition at key market centres. The thematic TVC was featured across on- air, online and outdoor. Sprite was also present on-ground with branding collaterals and sampling crew. In all episodes, Sprite was on judges’ table, mentioned by host, and had bumpers in/out of commercial breaks. Most importantly, additional RM 1.43million was given by TV9 to promote Sprite PopKrew, where the thematic TVC was integrated with snippets of the show, aired across all MediaPrima channels.

The Results
PopKrew became the #2 Reality Series and Top6 most watched program by teens on TV9. Thanks to TV9’s strong support, Sprite earned a total of RM8.38million media value, an incredible 5.46X ROI! It generated RM1.39million from press coverage and RM216k from Online. PopKrew sponsorship gave +45% more GRPs, 9% more Reach1+, RM6.80million more value, and most importantly, generated 9% more GRPs than MountainDew! Sprite regained clear market leadership, as “Brand ever consumed” increased +5.9% and Consumption Intent +25% vs. last year which lead to volume sales growth +8.4%!

The Challenge
2014 is the year of WorldCup, but sports association is owned by isotonic 100PLUS. To defend volumes, we need to leverage Malaysians’ football passion, and show that only Coca-Cola can bring the ultimate, refreshingly authentic FIFA WorldCup experience, one that is locally relevant, yet globally connected.

The Solution – Insight & Idea
We had to defend volumes early. Coca-Cola would make a difference by turning the campaign into “The World’s Cup”, where the all-inclusive campaign will connect everyone to the games, regardless of geography. Malaysians got to view the Trophy upclose, which generated massive amounts of social conversations. Besides football, music is also a universal connector amongst Malaysians and the world. Marrying music and football, we leveraged on the global Coca-Cola WorldCup anthem by adding Malaysian flavour to it through instruments and local language vocals.

The Execution
We localized the global anthem by featuring top Malaysian artists and general public. The local version of the song contained lines in Bahasa Malaysia, Mandarin and Tamil, representing the cultural diversity and unity of Malaysia. The song was played on airwaves and Era, Hitz, MYFM conducted a contest calling Malaysians to submit their own versions via online or on-ground. The user-generated videos were featured in the localized music video – bringing Malaysians together to celebrate the “World’s Cup”. The localized anthem and music video were amplified across all partnered networks – MediaPrima, Astro, RTM, Facebook and YouTube.

The Results
9,147 attended Trophy Tour event – second only to India! The localized music video on YouTube achieved over 1MILLION VIEWS in just 2 months! The campaign earned RM2.9million media value through partial-barter partnership, generating a ROI of 35.8x! “Spontaneous Brand Awareness” grew +4%, “Brand Love” increased +12%. “Is an uplifting drink” +11%, “Consumption Intent” rose +11%, “Brand consumed out-of-home” rose +38%. Sales volume increased +37% over WorldCup period, overtaking 100PLUS’s growth.

The Challenge
Hijab wearers have increased significantly over the years, catalyzed by celebrities and influencers. Our key competitor successfully rode on this trend, while Rejoice shares are declining as previous functional communications lost relevance among Malay girls.

The Solution – Insight & Idea
“I am Muslim AND Malay”. Our target consumers are self-defined by two identities as both Muslim (religion) and Malay (race). Hijab, an Arabic word, is viewed as a foreign concept and the hijabista trend is seen as a fad. Tudung is the Malay word for cover, which majority of our low profile, duty-focused, aspiration-seeking target identifies with. We needed place Rejoice at the core of these identities thus the idea: Rejoice Smooth Story of Progress. We iconized a green tudung as Rejoice’s new brand symbol and crafted a story behind it.

The Execution
Knowing our target identifies with underdog stories and adore celebrities, we created GADIS BERTUDUNG HIJAU (The Girl with Green Scarf), a 5-episode “dramedy” about Siti, a simple kampung girl with a dream of making it big in the city starring Elfira Loy. Siti overcomes challenges and gradually progresses in having confidence in herself, as manifested by her GREEN TUDUNG. In the story, Siti becomes the blogger cum Rejoice Girl behind the Rejoice Blog and gives advice to readers. Siti also records a VLOG inciting audience engagement. We smartly integrated our actual digital content in the episodes and directed viewers to the actual Rejoice Blog for extended interaction. The show was amplified on digital, TV9 primetime slots and ElfiraLoy’s social platforms, and in-store.

The Results
We reached almost 2 million girls on TV9, 12% above target and >500k viewers followed the story on YouTube, 3.9x vs. planned resulting to increased penetration +1.6points vs. previous month, 0.4% share increase P3M. We connected with 28,000+ in-store and achieved 25% conversion. The campaign generated over RM500k earned media.