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Challenge
Cash was the preferred method of payment in the market, especially for small purchases. Both the awareness and usage of debit card was very low in the market. The challenge was not only to increase the awareness of debit cards but also increase usage, especially for small purchases.

Solutions
Paying for items by cash is an ingrained habit in this market. To break a habit, an alternative has to be reminded at the time of payment. More often than not, cash is paid out of habit; hence it was critical to remind consumers to use debit when they were as close to the point of payment as possible. An incentive for using Visa Debit makes the appeal even stronger.

Execution
Visa partnered with Guardian, a nationwide chain of 300 pharmacy stores to brand their cash registers. Typical ticket sizes at Guardian Pharmacy stores are small and it was a perfect fit to demonstrate the convenience of paying through a Visa Debit Card. Added to the call-to-action was an incentive to enter a draw to win a grand prize of an Alza MPV for using the debit card.

Result
Consumers responded with 58,549 entries nationwide resulting in a 19% surge in the usage of Visa Debit card and 87% growth over the corresponding period of 2009. The media space thus created is a highly sought after one in the market now.

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Challenge
Baby Kiko, primarily targeting Malay mums was facing the brand perception of being ‘local’, in a market where international fashion brands have higher aspirational value. The challenge was to improve sales by creating the feeling of “I want my kid to be seen wearing it” among urban parents

Solutions
An in-depth study of parents’ shopping psyche revealed that baby clothes are not selected on basis of ‘price’ and ‘style’ alone, but there is a deeper emotional connect. The brand of kids clothes reflect a parent’s love for their child compared to other parents. In a society driven by celebrity endorsement, it would be easier to convince consumers about the brand’s premium status, by demonstrating, that even celebrity parents are governed by this same emotion

Execution
We executed the first-ever child makeover reality show in Malaysia on Astro Ria – ‘Fesyenista Manja Baby Kiko’. Eight celebrity parents were given the opportunity to compete for their kid to be crowned as ‘most stylish’. The camera crew allowed audience a first-hand view as celebrity parents became fashion stylists and dressed their kids in Baby Kiko apparel based on different themes. The makeover unleashed the glamorous side of the kids through the clothes

Result
Successful integration of the brand into the branded content impacted sales positively. The client attributed ‘double digit growth’ in sales to the influence of the show, thereby exceeding their sales target. Viewers were excited and the program averaged 300,000 viewers/episode (Nielsen). These media achievements resulted in Season 2 being commissioned

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Challenge
After 16 years, McDonald’s Prosperity Burger has loyal followers who wait eagerly for this once-a-year burger. However, these existing users are growing older and the product needs to seek new terrain amongst younger consumers who has never tried it. The challenge was to connect to these two distinctive groups.

Solutions
As existing users wait excitedly for Prosperity Burger, high reach media were used to declare that Prosperity is back and to revive their Prosperity love experience. While non-users think they won’t like the burger, they dislike being left out of something that is “happening”. Riding on that social currency, an integrated campaign helped them discover for themselves why 80% of Malaysians love the burger.

Execution
Television was used to quickly build mass reach, with one TVC aimed at reminding existing users to rediscover their passion for Prosperity Burger, and another to induce trial amongst non-users. Newspaper ads promoted newsiness and immediacy. Mega billboards promoted ‘bigness’. Radio ads drove frequency and call-to-action when both targets commute to work or studies. New college media was created to seed in social buzz among young actives where they spend most of their time.

Result
Despite not being a value lunch offering, Prosperity Burger sales targets exceeded the previous years. Sold 3.6 million Prosperity Burgers despite of a shorter sales period. Had successfully re-connected with existing users. Prosperity Burger was part of the social buzz of young actives who even blogged about their eating experiences.

The Challenge
TV is an ideal medium to establish awareness for Cloud 9 new packaging and increase sales, whilst addressing 7 to 14 years. Since 89% of TV adspend is accounted by the top brands, Cloud 9 needs to stand out by innovating a solution that avoids head-on battle with competition.

The Solution – Insight & Idea
Kids are often fascinated by fantasy, super powers and heroes, referencing media influencers as their role models. Cloud 9 is positioned as an easily obtainable snack that complements a day in the life of a child. A snack that satisfies a child’s spontaneity state of desire in situations that promote fun, inspiration and sharing. Super Game Boy sponsorship allows Cloud 9 to stand out from its competitors and build affinity among kids through relatable elements. The main protagonist in Super Game Boy characterized a Cloud 9 lover; playful, mischievous, possesses telekinesis and mind-reading power. “Fun Never Ends with Cloud 9”, the brand’s proposition was cleverly demonstrated in the various scenes of the telemovie. It is apparent when Cloud 9 is positioned to be the preferred snack for the protagonist to start his day, building friendships and even experiment his super powers on it. As an unprecedented effort from Astro Ceria, Super Game Boy telemovie is a first time venture in CGI (computer-generated imagery) production to bring the show to higher realism and excitement. This too shows that Cloud 9 as a local brand is not afraid to be the early adopter, separating itself from competitors by participating in such production.

The Execution
Prior to the first transmission of Super Game Boy programme association, promo spots were ran across Ria, Ceria and TVIQ which has high viewership among the core audience of 7 to 14 years old. It helps to create curiosity and frequency of reminders of the brand’s messaging. Cloud 9 was prominently featured in a 3 minute worth of product integration, whereby the product is creatively weaved and blended into the storyline driving engagement throughout the character’s development. Scene 1: Cloud 9 serves as a food to start off the protagonist’s day Scene 2: Cloud 9 as a fun snack while watching his favourite YouTube program Scene 3: Uses Cloud 9 for fun practicing on his telekinesis Scene 4: Eating Cloud 9 while thinking of coming out with his superhero’s outfit Scene 5: Cloud 9 chocolate as a snack that bridges all friendship Cloud 9 promoted its brand within the context of spontaneity showcased in the various situations of fun, comfort, inspirations and friendships, parallel with the brand’s “Fun Never Ends with Cloud 9” message.

The Results
Sales increased by 16% versus past 3 months during the sponsorship period. Super Game Boy garnered 495K viewers on its first transmission and reached a cumulative viewership of 1.5m; an all time record-breaking view for any programme on Astro Ceria. Despite the limited accessibility to digital medium by its core audience, positive engagement and feedback were received via various digital platforms, approximately 96,000 views and 300 likes on You Tube and 8,000 likes on Instagram.

The Challenge
Raya period is a time when consumer spending is highest, making the market place extremely competitive and cluttered with offers and promotions from retailers. Watsons’ business target was to increase sales in Malay segment by 20% but with all the noise, it’s extremely challenging to standout above the rest.

The Solution – Insight & Idea
Raya is a time when emotions are complex, leading to these insights: 1. Raya celebrates starting afresh with renewed positivity. Ramadan is a time for spiritual cleansing and rejuvenation. Often, this translates into a Resolution or “Azam” for the year. 2. Music is integral to Raya celebrations. What is a celebration without music? There’s growth in Indi Rock culture with tremendous fan following. 3. Peer Pressure peaks during festivities. It’s customary having family and friends over to a ‘Raya Open House’. Thus, the desire to ‘look good, feel great’ and be ahead of peers in the celebrations is high. The 3 points above formed the basis of our strategy: ‘Look Good, Feel Great’ with Watsons this Raya 1. Encourage audiences to start afresh by making an Azam (resolution) to look good and feel great this Raya. 2. Resolutions would be incorporated into a new people- powered Raya song by Malaysian Indi Rock artiste – Faizal Tahir. 3. Faizal Tahir would visit the person who made the most popular Azam, making the latter’s Open House the talk of town! The core idea was to create crowd- sourced branded content that would result in Faizal’s new Raya song.

The Execution
The content included not only the Raya song but also various clips of Faizal progressively creating this people-powered Raya song across YouTube, social media and mainstream media. ‘Look Good, Fell great’ this Raya was emphasized right through the content. Watsons FB page was the content building platform. Malaysians submitted resolutions that will inspire Faizal’s composition. Faizal made public appearances to encourage resolution submissions, and announcing the song he’s composing. The person with the most original resolution would win a visit by Faizal to their house to celebrate Raya. This chance of a lifetime visit by a celebrity really hits hard at the Malays’ sweet spot because they love opportunities for bragging rights. The hugely anticipated day came when Watsons’ Raya song is finally released, garnering rave reviews leading to significant PR news coverage. The visit by Faizal to the winner’s house on Raya created additional shareworthy content. The winner’s family and friends numbering close to 100 came to rub shoulders with Faizal, and had a feast sponsored by Watsons.

The Results
The campaign completely embodied the spirit of Raya, standing apart from all other retailers’ promo- only driven efforts. •Watsons recorded 80.95% increase in sales from the Malay segment. •Watsons Loyalty Card registrations recorded an increase of 11.81% compared to average 5% growth per month. •PTAT percentages on the Watsons FB page swelled by 410%. •YouTube Raya song MTV reached 120,000 views with 600 likes and 120 comments within just a week of release.