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Challenge
Astro Malay’s business growth potential lies in acquiring new subscribers, particularly from the semi urban Malay households in North and East Coast. Advertising on free to air TC was not 
an option.

Solution
Malay households tend to do their grocery shopping as a family affair, so we decided to catch families as they shop! We marked our presence at popular and highly frequented supermarkets across the northern and east coast region with eye-catching visuals demonstrating the value of Astro packages to fit the shopping environment, inline with the shoppers frame of mind in search of a good bargain.

Execution
We capitalised on Astro’s in-house A-list Malay celebrities to catch our target’s a ttention and resonate with them. Life-size cut outs of Erra Fazira, Afdlin Shauki and Aznil Nawawiheld gaint receipts highlighting Astro’s value for money packages in the form of a shopping list, greeting shoppers at Point-of-Sale media like gate entrances, aisles and on-shelf for three whole months.

Results
Ourexecution brought to life Astro Malay’s great value for money in locations frequented by our target. The impact was so powerful that many shoppers signed up on the spot

Challenge
The travel category in the search sphere is one of the most active as more consumers turn online to research, compare and purchase travel solutions. In this complex cross borders environment, Malaysia Airlines (MAS) was not at ‘top of page’ 
and top of mind.

Solution
Recognising the increasing importance of search in gaining market share, we embarked on one of the most comprehensive Search strategies ever undertaken in the sector, covering 25 markets and 10 languages and all managed centrally from Malaysia. We launched three simultaneous strategies. Firstly, to connect with in-market consumers actively searching for ‘travel’. Secondly, we tracked consumer interactions with search words straight through to conversions. Thirdly, we managed MAS image and reputation by including brand search.

Execution
We conceived a robust campaign structure where relevant ads highlighting fares and products for destination and origin cities were assigned to each keyword group.
The final set up included over 1,000,000 keywords and 50,000 ad copies. We adopted an intuitive web based Search Engine Marketing (SEM) software designed exclusively for managing, measuring and optimizing all forms of search traffic. More importantly, we tracked and optimised keywords direct to MAS’s bottom line profits.

Results
Ticket sales sold through global search engine origins alone increased by 450%. Visitor website volume improved through creative copy optimization. The campaign beat its closest competitor to win Gold at the Asia Pacific Digital Media Awards 2009.

Challenge
Milk is traditionally associated with calcium and bones, so consumers are skeptical of NESVITA Omega Plus’ (NOP) claim to lower cholesterol. Thus, sales were disappointing. We needed to convince consumers by providing tangible proof that NOP can indeed lower cholesterol in 30 days.

Solution
Our target is predominantly Malays. They are also fans of celebrity news, with radio as an essential source of entertainment and information. Given these insights, we milked the radio DJ’s celebrity status by recruiting them to participate in a 30-day NOP challenge! Listeners nationwide could attentively follow the DJ’s health progress with NOP demonstrating NOP’s efficiency to lower cholesterol.

Execution
DJs recruited into the challenge would drink two glasses of NOP everyday for 30 days, monitoring their cholesterol levels throughout. We dominated airwaves through extensive DJ talk sets, station promos and phone-in segments. Other than on-air weekly updates, DJs regularly updated their blogs and twitter feeds. Our commercial aired concurrently, further reinforcing NOP’s link to heart health. After the challenge, DJs aired their own testimonials of how NOP successfully lowered their cholesterol.

Results
Results were incredible! During this challenge, NOP achieved the highest ever market share of 21.4%, increasing by 35% since 2009. Thousands of listeners showed support and encouragement on the DJs’ blogs. DJs successfully lowered cholesterol levels by an average of 14% immediately convincing consumers that drinking NOP lowers cholesterol.

Challenge
Cat owners have a habit of feeding their cats leftover food scraps, but Friskies knows that this isn’t good for cats! Friskies wants to purr-sue the mission of changing cat owners’ habits by tangibly demonstrating how Friskies can enhance and improve their cat’s well-being.

Solution
Research showed a high correlation between cat lovers and lovers of reality shows. Cat lovers tend to develop strong emotional attachment, and so they get easily hooked on drama and character development of reality shows. This inspired us to create Malaysia’s first ever PET reality show, the purr-fect branded content solution that gives us the platform to educate and entertain cat owners.

Execution
We recruited contestants aspiring to become excellent cat owners and gave them a challenge: Nurture a stray cat back to purr-fect health! To win, contestants compete for the votes of panel experts and home viewers by completing weekly challenges that test their knowledge and ability on grooming, health checks, nutrition and feeding. Week by week, viewers delightfully enjoy witnessing the cat’s positive transformation, from frail to energetic, through a Friskies diet!

Results
The programme ranked amongst the nation’s top reality shows, cat-alyzing rave publicity from blogs to talk shows, and winning over many hearts. Volume sales catapulted 26% within the first two months of campaign.

Challenge
Parents today are extremely competitive. They pressure their kids to excel academically at the expense of being an all-rounder. Given MILO’s heritage in sports, we set out to convince parents that sports teaches kids good values, improves their wellbeing, and is good for their all-round development.

Solution
Realising that parents believe academic success equals good career, we set out to educate parents on how ‘Play Time’ teaches kids all-round skills, essential for life success. We launched a nationwide wake-up call based on the communications theme, “Play More, Learn More”, demonstrating the scope for learning outside the pages of a book. Strategically rolled out the campaign in 3 phases: Awareness, Education and Advocacy where we turned ‘academically-focused’ parents to provide kids a balanced lifestyle.

Execution
We launched an integrated campaign highlighting the life skills and values learned through sports. We elevated Awareness through TVC, Newspaper, Billboards and LRT stations. Advertorials in Newspapers, Magazines and PR Educated parents further. We even used unconventional touch points by recruiting Malaysian sporting heroes and their parents to share their positive experiences via Forums and Radio. For the final Advocacy phase, we used digital platform so advocates can pledge online ‘Play Time’ for their kids.

Results
Parents, media and government bodies preached the importance of sports, giving us more than RM1,600,000 worth of PR mileage! 68% more parents encouraged their kids to play sports (Source: Millward Brown). The Education Minister later announced that a compulsory sports syllabus will be introduced in schools.