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The Challenge
To utilise an impactful medium that was as iconic as Shell’s 125th anniversary celebration. It had to be a medium that was unforgettable, never done before, had large reach amongst motorists in Klang Valley, could amplify the campaign, and feature real Shell customers to demonstrate our DNA, innovation and progression.

Insight, Strategy and the Idea
Dominating major Toll Plazas is key. As entries-and-exits into key highways, as well as the starting point into any big city, tolls account for nearly all incoming drive-throughs into our highway stations. From research, brand-recall increases when content includes people’s genuine reactions-and-experiences. Also the valuable space on toll plazas’ roofs were unutilised, presenting a unique canvas. Our idea: Roofvertisement-Profiles: fit-for-purpose content designed to leverage the sheer size of advertising space above Toll-Plaza-Rooftops, seen in distances as far as 300meters, that celebrates the very people who have helped us get where we are today– our customers.

Media Execution
We kicked off at the Duta toll, followed Batu 3 and NKVE Subang plazas, selected due to proximity to Shell Stations and traffic count: Duta (250k/day); Subang (175k/day); Batu Tiga (220k/day). The ads featured inspiring quotes and images of real Shell customers, split into smaller pieces, and glued onto roof tiles to create a continuous and arresting image, totalling close to 10,000 tiles across the Batu3 and NKVE Subang plazas. Native PR supported our message to help make this a talking point for every road user and auto journalist.

Results and Effectiveness
The campaign went national and reached as many as 2 million motorists, while capturing the imagination of advertisers and Malaysians at large, with media outlets featuring the Roofvertisements in their editorial sections and coverage in both regional and local media, garnering a PR value of RM70,000, including a front page CNY story in The Star.

The Challenge
Ramadan-Raya is the biggest season to drive volume for Coca-Cola, representing 17% contribution. This festive is a strategic opportunity for Coke to strengthen connection with Malays and drive frequency.

Insight, Strategy and the Idea
Ramadan is the holy month for Muslims, when reuniting and reconnecting with loved ones during many occasions of togetherness is most desirable, iftar meals being most frequent, 30 days throughout Ramadan. The connection between Coca-Cola and Ramadan is on the “specialness” of the moment itself and the way consumers perceive Coke as a treat for special occasions. Mom the Ramadan Hero tirelessly works to keep the family together, well-fed, and spirited even when she herself is fasting and without expecting anything in return. Coca-Cola appreciates the effort Moms put in to make Ramadan special, hence the idea – 30DAYS 30IFTAR with COCA-COLA, by celebrating her effort along with the entire family and community for 30 days of Ramadan. This made Coke truly and culturally relevant within the festive food occasion amongst the Malay community.

Media Execution
Press was chosen for daily presence throughout Ramadan. We partnered with Harian Metro’s ‘Salam Perantau’ (greetings from afar) column, where readers expressed desires or well wishes to loved ones and submit stories of heroic moms so that Coca-Cola can celebrate her with an Iftar meal for her family and community. We also made a mom’s wish come true who had been unable to join her family for Iftar in the past 7 years due to financial difficulty by flying her home to be with her family for iftar. This emotional reunion was featured as part of the editorial coverage in the papers.

Results and Effectiveness
Harian Metro alone, we reached 65% of >8mil Malays 15-49 Coke rode high throughout 30 days of Ramadan at an ROI of 17.6 Weekly+ consumption frequency for Coke gained +5points whilst 100Plus -4 points

The Challenge
‘Away-from-home’ is the second largest volume opportunity with break time as the consumption occasion. However, most youths don’t consider Coca-Cola as part of their break repertoire. Our challenge: Make Coca-Cola a weekly habit among youths during break time, by inspiring them during their lowest point of day.

Insight, Strategy and the Idea
We inspired youths to beat the afternoon slump, by putting action to our message: BE WHERE AND WHEN THE SLUMP HAPPENS: Most youths are on routine – at school or work – while struggling to maintain alert and energetic between 2-5pm. SERVE IN REAL TIME: Give youths looking for snacks and beverages during the slump, the opportunity to have a Coca-Cola within the hour of need. OUR IDEA, REAL-TIME LISTENING, REAL-TIME DELIVERY: Leverage Radio, agile to deliver a promise with a consequent quick response, to listen and deliver a Coca-Cola when youths are in need for it.

Media Execution
We used all aspects of Radio – DJs on HotFM, OneFM, FlyFM creating dialogue and sharing their post lunch slump with listeners, followed with a call to action promo on-air and online interads urging listeners to request Coke REAL TIME for their friends who are facing post-lunch slump during 2-5pm via social media by posting their friends’ slumping picture with mentioned location and #SemangatDenganCoke (#PerkUpWithCoke). Once the Radio Cruisers tracked the submissions, Coke was delivered and arrived on location within the hour, coupled with Radio DJs to surprise and delight the crowd. Live feeds on social and on-air created more hype and excitement to drive more entries!

Results and Effectiveness
The campaign reached 31% (1.93mil) youths just on Radio only. Real-Time Coke Delivery achieved 800++ #semangatdengancoke, in just 30 hours’ of activation and brought in +RM827k earned media value. Most importantly, +4% growth in Coca-Cola weekly consumption!

The Challenge
Ramadan-Raya is the biggest season to drive volume for Coca-Cola, representing 17% contribution. This festive is a strategic opportunity for Coke to strengthen connection with Malays and drive frequency.

Insight, Strategy and the Idea
Ramadan is the holy month for Muslims, when reuniting and reconnecting with loved ones during many occasions of togetherness is most desirable, iftar meals being most frequent, 30 days throughout Ramadan. The connection between Coca-Cola and Ramadan is on the “specialness” of the moment itself and the way consumers perceive Coke as a treat for special occasions. Mom the Ramadan Hero tirelessly works to keep the family together, well-fed, and spirited even when she herself is fasting and without expecting anything in return. Coca-Cola appreciates the effort Moms put in to make Ramadan special, hence the idea – 30DAYS 30IFTAR with COCA-COLA, by celebrating her effort along with the entire family and community for 30 days of Ramadan. This made Coke truly and culturally relevant within the festive food occasion amongst the Malay community.

Media Execution
We asked the Malay community to submit stories of heroic moms so that Coca-Cola can pay them a visit with an iftar meal reward. The call-to-action was on-air and online via HotFM and leveraging on the launch of KoolFM as a platform to magnify campaign. Coca-Cola hosted 30 iftar meals with Ramadan dishes paired deliciously with Coke. The entire experience was captured and documented in a video distributed on multi-screens. We also made one mom’s wish come true – MediaPrimaRadio contacted and surprised her by flying her home to be with her family AND have an iftar meal together for the first time since the past 7 year

Results and Effectiveness
Contest entry: 476 entries received in just 4 weeks! – above contest benchmarks and generated RM512k media value at no investment. Weekly+ consumption frequency for Coke gained +5points whilst 100Plus -4 points

The Challenge
Olay in Malaysia has declined at -15% CAGR for the past 3 years with an absence of media in market. The challenge was to prove a success model to drive explosive anti-ageing growth in Malaysia, leveraging on product innovation launch of Olay Regenerist Miracle Boost.

Insight, Strategy and the Idea
The Malaysian womans’ path to purchase for skincare has undergone significant shift with Beauty influencers and female-centric portals playing an increasingly critical role during pre-purchase research and decision. We saw this as a big opportunity for Olay, to leverage these key opinion leaders to drive consideration and trial for the brand. With this key insight, we developed a launch model for Olay Miracle Boost with a social-led strategy (>60% investment), to drive e-buzz and credentialing.

Media Execution
Olay embarked on a 3-prong strategy to cover and intercept its target audience pre-purchase decision journey. 1)Appear Popular: Partnered with more than 15 beauty influencers to seed about 60 social media posts & blog content creating big buzz for NEW product and driving credentialing & deep review on product efficacy. 2)Be Big Everywhere: Handpicked top beauty and female-skewed sites by having homepage takeover banners to announce the new launch. Further supported by editorial content to create credibility for Olay Miracle Boost and “owning” the prime space “anti-aging tab” on beauty portals homepages. 3)Reach Booster: Targeted TA on highly browsed Facebook/Instagram newsfeed, communicating product benefits to drive to e-commerce with Shop Now button.

Results and Effectiveness
Within 3 months of campaign, Olay’s social-led launch was proven a huge success to be reapplied as a framework for future campaigns. – Spectacular turnaround of business with 20% sales growth – 50 million plus impressions delivered on social and dedicated anti-aging tab drove about 200,000 section visits. – Beauty bloggers and beauty sites’ content articles garnered more than 125,000 pageviews & influencers’ social posts reached more than 750,000 social following.”