Archives

The Challenges
Primary research indicated whilst 80% have heard of SEA-Games, 65% did not know/care that Malaysia was the host country. Key challenges: – Build awareness and familiarity for the 38 sports and the athletes – Drive public interest to cheer for the Malaysian sporting heroes.

Insight, Strategy and the Idea
Research shows that the fastest medium to build awareness and imagery stickiness amongst mass audience is Out-Of-Home (OOH). A 2-phase approach was adopted: •Awareness- Save-the date: Driving anticipation that KL2017 was coming using the SEA-Games mascot Rimau in action demonstrating the 38 sports. •Once the athletes were announced, create familiarity for athletes competing in the 38 sports as many were not podium stars. We leveraged multiple formats – impactful sites along key highways, frequency buys using LED screens, light boxes, created temporary boards and bespoke ambient structure, including transit media to address the masses where they work, shop, travel and play.

Media Execution
1,050 out-of-home formats selected to fit our purpose: •Entry/exit points into Malaysia: Targets international visitors with pillars and wall-banners installed at Johor Bahru CIQ and created bespoke “running track” execution at KLIA •Showcase variety: Promoting the 38 sports via lamp-post lightboxes and LED screens •No sites, no problem: Transit media (busses) was used in semi-urban and interior areas where no other OOH formats were available •Driving event attendance: Temporary boards were created at 44 sporting venues within 3km radius showing the sport and our athletes who will be competing at the venue.

Results and Effectiveness
Successfully drove public familiarity for the Games:
• 100% recalled Malaysia as the SEA-Games host country vs. 35% prior
• 75% recalled that there are 38 sports in the SEAGames
• 81% could recall 10 Malaysian athletes out of 4,646 competing athletes
• All games were 90% sold out (with sports like Basketball, Swimming, Volleyball and Diving being 100% sold out). Source: Sportswork /Nielsen Sports & CommSights

The Challenges
The SEA-Games torch (“obor”) had journeyed through 10 countries and Malaysians were still largely unaware that Malaysia was playing host. The agency was tasked to drive awareness as the torch run commences its final leg and the obor gets passed on from Singapore to Malaysia in Johor.

Insight, Strategy and the Idea
A mere announcement would’ve drowned in today’s clutter – we needed an engagement idea that was social in nature. Since it was a torch run, we wanted Malaysians to be part of it. With the torch arriving in Johor, Johorians were our first troop of volunteer runners. To join the starting line with Rimau, the Games mascot, Johorians simply had to register online. But just tagging along for a run isn’t worth talking about. We wanted every runner to feel like they were literally carrying the obor across the State. But with just one obor and a targeted turnout of 2,000 runners, that simply wouldn’t be feasible.

Media Execution
We worked with Harian Metro, the No. 1 newspaper in Johor to enable Johorians to create their own replica of the obor using the art of paper folding (origami) – or as we would like to call it, “Oborgami.” This was strategically placed as a wraparound on Harian Metro – copies of which was also made available at all 4 torch run check-points for our runners.

Results and Effectiveness
Registrations for the Obor Run were oversubscribed by 250%, with 5,000 people signing up. This created huge headlines as no other ASEAN country had such an overwhelming turnout, earning PR coverage value of RM850,000. It was quite the sight – with every runner bearing the Oborgami when they were flagged off!

The Challenges
To drive ticket sales, we needed to get every Malaysian excited for the KL2017 SEA-Games, especially 100-days leading up to the Games. This includes English-speaking Malaysians, who typically are not strong followers of local sports. With so many days to go and coverage so scarce, how do we get them invested in the Games?

Insight, Strategy and the Idea
We adopted a content-led education vs. an advertising-first approach, the latter is expensive and has low credibility amongst our target audience. We partnered with The Star, No.1 English daily to commence a 100 days countdown with a consistent stream of SEA Games editorials. To get people invested in the Games, we needed to educate readers about both its past, present; the sports and our athletes. Thus, our content strategy was built around 4 key pillars: 1) Malaysia & The Games’ History, 2) The Sports, 3) The Participating Athletes and 4) KL2017 SEA-Games features (e.g. venue and Torch Run journey).

Media Execution
Working with the The-Star editorial and research team, we developed a series of eye-catching infographics and hand-drawn illustrations about each sport, its rules and participating athletes; with archives dated all the way back to the 1975 SEA-Games, gems that many did not know prior! All 38 games and 404 events were featured in the coverage with the Games’ mascot, Rimau, presenting the countdown to drive anticipation.

Results and Effectiveness
• 130 articles published in the 100 days lead-up to the Games, ensuring that the Games’ had daily coverage, a significant achievement from a zero-coverage status prior to the game.

• PR value of RM6.3 million which is 35.1X ROI delivered on paid editorial

• Cumulative reach and exposure to 1.789 mil The Star readers. This contributed towards the final achievement, with all games being 90% sold out (Basketball, Swimming, Volleyball and Diving being 100% sold out). Source: Nielsen Sports & CommSights /Nielsen Press Reach

The Challenges
The MATTAFair is Malaysia’s largest travel fair. However, in 2017, with Emirates as the Official Airlines of the MATTAFair, MalaysiaAirlines (MAB) was barred from participating in the event. Given the importance of this sale period to MAB, our challenge was: without having any presence at the MATTAFair, how might we still win share-of-wallet among these travel deal-seekers?

Insight, Strategy and the Idea
Adopting a customer journey mapping approach, we profiled 2 types of MATTAFair visitors: (1) convenience-seeker who would park at the shopping mall across the road and (2) the LRT user, many of whom would cut through the mall, for convenience or refreshments – both of whom would find themselves in SunwayPutraMall. Understanding their journey-to-PWTC led to the simple idea: “Why not begin selling to these travel deal-seekers even before they reach PWTC?” This gave birth to our ambush marketing idea – the creation of our very own shadow travel fair: the MalaysiaAirlinesTravelFair (MATF), held in SunwayPutraMall..

Media Execution
The MATF, beyond appealing to their deal-hunting psyche – via discounted fares and a contest to stand a chance to win a MitsubishiOutlander – also drove on-ground excitement by: • Leveraging our sponsorship of the LiverpoolFootballClub, visitors had the opportunity to meet-and-play with LFC legend, John Arne Riise • Featuring Chinese opera performance which includes elements of music, acrobatics & magic to highlight our China destinations • Conducting the very first LIVE auction for Business Class air tickets to sought-after destinations like Beijing, Tokyo, and London, with bids starting from merely a few ringgit – conducted both on-ground and on Facebook Live.

Results and Effectiveness
Approx. 19,256 visitors over 3 days Travel agent sales during the March 2017 MATTA period, with the debut of MATF, was actually 19% higher compared to 2016 when MH actually had a brand pavilion within the MATTA fair itself! Source: Client data

The Challenges
OishiGreenTea with 90% awareness and a sampling-led approach, saw trials languishing at 20% amongst youth. To drive trial amongst youth, we needed to be top-of-mind at the point-of-sale. To achieve this, we need to catch their imagination and be “mentally sticky.”

Insight, Strategy and the Idea
Youth are socially-conscious, therefore we looked to create a platform for self-expression that promises them a shot at fame – one that was also “ownable” – by leveraging our Japanese brand DNA and tapping into the youth’s affinity for anime. In partnership with No.1 anime channel Animax, Oishi created the first anime storyboarding contest “A Brush with Creativity.” Inspired by Brand’s 5 elements (green tea, mascot OishiNeko, and values of “fun”, “quirky” and “creative”), participants developed their most creative storyboards to stand a chance to see their masterpiece animated and aired on Animax.

Media Execution
The chance-at-fame was popularised via branded promos and TVC that ran across youth-centric channels (OneHD, Animax, AXN, Ria, Warna). To drive participation, creative workshops were held at 13 universities, teaching the art of storytelling via storyboarding. We engaged with 718 students, helping them translate their ideas into a story on paper. Over 25000 youth sampled the product during university workshop and roadshows. Participant’s creative storyboard concepts were then submitted on a microsite. To further integrate Oishi with anime culture, the Top 10 finalist was announced at the biggest anime event, AnimeXOver. This was followed by an online voting phase to select the winner, that was ultimately brought to life and screened on Animax, AXN and FoxFamilyMovie channels

Results and Effectiveness
For the first time in 3 years (during the campaign period): trial and past-4-weeks consumption hit a high of 43% and 27% respectively. Reversal in the brand’s previously bottom-2 scoring imagery factor (“Brand that helps me unwind” and “enjoy the moment”) to become its No.1 attribute. Source: MillwardBrown