Archives

The Challenge
Following a precautionary product recall, Dugro saw a drop in top-of-mind recall, market share and quality of perception. To reverse the decline we had to win back trust and reaffirm Dugro’s status as a popular brand. Dugro decided to use emotional ground to reconnect with both mothers and their children.

The Solution – Insight & Idea
Our research revealed that mothers are inherently proud of their children, but tend to underestimate their abilities and talents. Hence every time their child does something extraordinary, they are both surprised and delighted. Fueled by the brand’s promise of well- rounded development and its proposition of ‘So Much More’, we gave parents the chance to see ‘how much more’ their children could really be! Activation allows people to experience a brand differently. Dugro’s brand behavior being big, inspirational and enabling, led us to this big idea: DugroStar – A Nationwide Performing Arts Contest for Children The competition invited parents to showcase their child’s talents in singing, dancing and music either as a soloist or in a group, to take home fantastic prizes.

The Execution
Emotion plays a powerful and effective role on TV, inspiring and encouraging participation. TV offers 70% viewership, providing mass reach and immediate coverage. DugroStar campaign documented the journey of a star-in-the-making through 3x 15-sec commercials. Amidst high share-of-voice/spend by competition, we ensured prominence by running a 15-week campaign. Research showed continuous presence maintains brand- linked memories better than pulsed or flighted, avoiding off- air periods and thereby reducing decay. With two-thirds of our audience being stay-at-home moms, fringe-time buy was adopted to drive awareness of DugroStar.

The Results
The campaign was success:
1) 1.9 million mothers/82% of the total target audience reached
2) Over 6,800 registrations and performance videos
3) Reversed Dugro’s decline by stabilising its market share
4) Improved the Top-of- Mind scores for Dugro by 11%.

The Challenge
In the cream sandwich biscuit segment, OREO is all-powerful. Dominating the advertising landscape with aggressive advertising and heavy adspend, OREO decimates any competitors unlucky enough to cross its path. Whist Cream-O sought to standout from the juggernaut’s shadow; its budget wasn’t nearly as big as its ambition.

The Solution – Insight & Idea
Primary audience… Malay youths. Current trend rocking their world… the Korean Wave! While big brands would splash out big bucks for the title sponsorship of a popular Korean entity, Cream- O’s budget restrictions forced us to adopt more strategic approach: ‘think small/act big’. Thus, when offered the sponsorship opportunity of the universally popular Korean TV show: The Running Man, Cream-O instead sponsored a never-before-done-in- Malaysia experience… a chance to get up close and personal with the cast of the Running Man.

The Execution
Although only the official sponsor of Race Start the official Running Man fan meet, Cream-O took full advantage of the assets given. TVCs created the link between the Cream-O and the Running Man despite only promoting the fan meeting. Running Man themed packaging, POSM and product displays dominated retail. Instagram contest provided invites to an exclusive autograph session with the cast. Together Facebook and Twitter updates, the social media scene was buzzing with news on Cream-O and the Running Man. 4,500 fans packed Paradigm Mall for autograph signing and 3,000 fans showed up at Race Start fan meet providing ample opportunity for product sampling and brand engagement.

The Results
Success for the underdog!
40,000+ engagements on the Google Display Network
28,000+ unique visitors via SAYS.my
250% online impressions increase
1,000+ new Twitter followers, 51,000+ tweets during Race Start
RM500K+ in PR value
10,000+ consumers receiving a unique Korean Wave experience at Race Start and..
Sales increased by 26% during the campaign!

The Challenge
Despite the worsening economic climate faced by Malaysian travellers and the high cost associated with an Australia holiday, we sought to:
1) Increase the ‘Intention to visit Australia’ by 20%
2) Translate the increased intention into actual visits by 10%

Insight, Strategy and the Idea
Travellers rely heavily on travel information both online and offline, hence we knew sufficient content was key in fueling the decision making process.
Insight: we realised that many Malaysian travellers were SKEPTICAL about the authenticity of the information provided due to the overly commercial nature of the sources. Holiday-goers are sold experiences that are more exaggeration than fact. A different approach was needed. Using the KOL strategy of ‘convert and amplify’, we recruited a group of influencers who could promote Australia in a real, believable manner by sharing authentic Australian stories to discover the real sounds of Australia.

Media Execution
We co-created content with leading English station HitzFM, leveraging the power of radio announcers and its website to engage our target. A Microsite was set up for the four key cities, namely Perth, Gold Coast, Adelaide and Melbourne, allowing listeners to find out more about Australia. Discover Australia’s Hidden Gems Contest was hosted on the www.hitz.fm in August to select winners to experience Australia. Radio announcer provided daily 30-sec “Live” feeds directly from Australia during the 2-week trip in September to keep listeners tuned in and follow their adventures. Thereafter, a collection of 30-sec destination stories based on real Aussie holiday experiences using the voices of announcers Jin and Ean, were produced and aired during drivetime.

Results and Effectiveness
We co-created content with leading English station HitzFM, leveraging the power of radio announcers and its website to engage our target. A Microsite was set up for the four key cities, namely Perth, Gold Coast, Adelaide and Melbourne, allowing listeners to find out more about Australia. Discover Australia’s Hidden Gems Contest was hosted on the www.hitz.fm in August to select winners to experience Australia. Radio announcer provided daily 30-sec “Live” feeds directly from Australia during the 2-week trip in September to keep listeners tuned in and follow their adventures. Thereafter, a collection of 30-sec destination stories based on real Aussie holiday experiences using the voices of announcers Jin and Ean, were produced and aired during drivetime.

The Challenge
Despite the worsening economic climate faced by Malaysian travellers and the
high cost associated with an Australia holiday, we sought to:
1) Increase the ‘Intention to visit Australia’ by 20%
2) Translate the increased intention into actual visits by 10%

Insight, Strategy and the Idea
Since Malaysian travellers rely heavily on travel information both online and offline, we knew that having sufficient content to fuel the decision making pocess was key. However the real insight came when we realised that many were highly SKEPTICAL about the authenticity of information provided due to the overly commercial nature of the sources. Often, holiday-goers are sold experiences that are more exaggeration than fact. A different approach was needed. Using the KOL strategy of ‘convert and amplify’, we decided to recruit a group of influencers who could then promote Australia in a real, believable manner. To do that, we took both influencers and audience on an authentic Australian holiday that delivered a full sensorial experience in our idea: Discovering the Real Sights and Sounds of Australia.

Media Execution
Our seamless campaign wove together different tactics: advertising, promotion, advocacy and user generated content across multiple media platforms: radio, TV, digital, and social. First, radio spots showcased the unique sounds of Australia
from the POV of two touring HitzFM announcers. From the rush of the wind along the Great Ocean Road to the sizzle of frying pans in Melbourne’s best fine dining restaurants. Each spot was a tale on itself and each tale was inspiring, invigorating and inviting. Radio listeners were directed to www.australia.com to see the sights of Australia. With its lush, undoctored pictorial imagery and easy navigation, the website served as the official guide to an Australian holiday. As the
campaign gained traction, we gave radio listeners an amazing opportunity to witness the sights and sounds of Australia for REAL via a contest on HitzFM where winners could win a chance to travel the length and breadth of Australia in the
company of HitzFM announcers. We then turned the contest winners into roving reporters via LIVE crossovers as they embarked on different Australian adventures. And throughout the trip, their erstwhile travel companions, the HitzFM announcers provide regular social media updates on Facebook, Twitter and Instagram. Instead of a TVC, we recorded the winners’ experiences and aired them as an ASTRO RIA Australian travelogue series. Not only could the travelogue carry more content than a TVC, it also gave viewers an authentic, first-hand POV into Australia’s most sought after destinations.
And to top it off, the experience of being a ‘travel show host’ on national TV ensured that our contest winners became constant advocates of an Australian holiday!

Results and Effectiveness
The campaign was a success:
1) Over 80% of target audience reached
2) Increased ‘Intention to visit Australia’ by a whopping 30%!
3) www.Australia.com generated 36% increase in co-op partner leads
4) Over 400,000 watched the travelogue series 5) Campaign contributed to an increase of 24% in Malaysian tourists to Australia!
Source:

http://www.tourism.australia.com/documents/Statistics/ABS_arrivals_Sep_2014.pdf

Consumer Demand Project, Phase 3 2014

The Challenge
CNY is one of the biggest shopping seasons for the Chinese. With all advertisers shouting on price promotions, Watsons had to find a way to break through and engage with its target audience. How?

Insight, Strategy and the Idea
Apart from shopping and eating during CNY, the Chinese becomes very passionate about FengShui. Can FengShui somehow be the link between Watsons and the Chinese? FengShui is not religion or superstition. The use of FengShui is about gaining an advantage into natural energies in the environment. FengShui doesn’t promise miracles or immediate change. It fosters the practice of achieving a smooth sailing life and ultimately making things happen. It is with this understanding that we shape the campaign on the promise that personal care and health practices can pave the way for a smooth sailing life, ultimately making things happen.

Media Execution
We sponsored the yearly CNY program aired in AstroWLT named FengShuiVoyage, hosted by two famous and influential personalities: ChuiLing – talk show host JoeyYap – FengShui grandmaster ChuiLing acts as the everyman, asking questions about various situations such as her friend’s predicament in finding Mr. Right. JoeyYap offers solutions from the perspective of Feng Shui, birth chart, and face reading. During conversations on face reading, beauty and personal care practices are casually scripted in, hence linking concept and content to the brand. Series spinoff videos shows ChuiLing encouraging taking good care for a smooth sailing year. In-store activities were made consistent with the notion of “smooth sailing and beautiful new year” with products inspired by the show displayed at prominent areas in every store.

Results and Effectiveness
This unconventional execution led to rave reviews by the Chinese, leading to in-store results: – Membership response rate increased by 20% – Highest points accrued amongst the Chinese in 2 years – Sales higher by 13% as compared to previous year