Archives




2010 | |

Dream Netbook for Dreamgirl!

Advertiser: Hewlett Packard
Brand: HP
Creative Agency: -
Credits: Ang Ker Loon (Associate Manager), Chrissy Ang 
(Senior Planner)

DIG - Search for the Right Loan

Challenge
Netbooks have become a fashion statement. We had to transform HP notebooks from practical and performance driven into netbooks that oozed style and fashion as the ultimate lifestyle machines.

Solution
Trend understanding showed women, rather than men, would be the new and majority purchasers of the lightweight netbooks. We partnered Malaysian Dreamgirl 2 as the perfect platform to fuse fashion, drama, emotions and elegance into HP. Targeting the young savvy influential women who were paving the way in new trends. Online social media platform were employed to drive updates during the show to encourage people to stay tuned.

Execution
HP netbooks weaved into photo shoots, story lines and used as communication tools (online chat, blogging, social updates) during the show. Hundreds of blogs covered the entire season. The season rounded off with a fancy catwalk for the finalists, and yes, with HP Netbooks in their hands!

Result
Attracted over 700K viewers, received media coverage worth in excess of RM2mil. Limited edition Viviene Tham HP netbook sales soared. Web searches for HP netbooks increased by 150% during campaign period. Two months later – more new HP netbooks were released to market.

2010 | |

Dream Netbook for Dreamgirl!

Advertiser: Hewlett Packard
Brand: HP
Creative Agency: -
Credits: Ang Ker Loon (Associate Manager), Chrissy Ang (Senior Planner)

Challenge
Netbooks have become a fashion statement. We had to transform HP notebooks from practical and performance driven into netbooks that oozed style and fashion as the ultimate lifestyle machines.

Solution
Trend understanding showed women, rather than men, would be the new and majority purchasers of the lightweight netbooks. We partnered Malaysian Dreamgirl 2 as the perfect platform to fuse fashion, drama, emotions and elegance into HP. Targeting the young savvy influential women who were paving the way in new trends.

Execution
HP netbooks weaved into photo shoots, story lines and used as communication tools (online chat, blogging, social updates) during the show. Hundreds of blogs covered the entire season. The season rounded off with a fancy catwalk for the finalists, and yes, with HP Netbooks in their hands!

Results
Attracted over 700K viewers, received media coverage worth in excess of RM2mil. Limited edition Viviene Tham HP netbook sales soared. Web searches for HP netbooks increased by 150% during campaign period. Two months later – mor

2011 | |

DISNEY So Syok

Advertiser: Walt Disney Television International (Southeast Asia)
Brand: Disney Channel
Creative Agency: Grid Singapore
Credits: Benjamin Chew (Media Manager), Roslyn Tan (Media Planner)

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Challenge
School holiday periods have always been an intense competition period for kid’s TV Channels. During these periods, kids received their ‘get-out-of- studying’ free card to watch as much TV. Disney Channel needed to engage as many viewers throughout school holidays to boost ratings in order to compete with Cartoon Network.

Solutions
Adults often think that kids love shopping. Honest truth: kids find shopping with parents “Boring”. Shopping experience is only fun when it involves getting the kids involved. However, for a kid to go through a long adult shopping list will be rather ‘painful’. We needed a ‘get- out-of-boredom’ idea for kids so that they look forward to go to the mall. The “So Syok” entertainment structure was constructed aimed to amuse kids at the mall.

Execution
At selected malls in KL, Penang, and Ipoh, on- ground ‘TV programme So Syok’ experiences were created to engage ‘bored’ kids while shopping with their parents. Kids interacted with Disney’s on-ground activities such as photo session with Disney characters, danced to Disney tunes, and played dressing up. Kids were left smiling with Polaroid photographs of themselves as memento of their day’s activities. These photos were reminder for them to watch the shows at home.

Result
Brand recall improved greatly amongst kids and parents who interacted with the “So Syok” structure. The Polaroid takeaway aided the recall well. During the school holiday periods, both viewership and ratings on Disney Channel programmes improved meeting expectation.

2014 | |

PediaSure made meal times more joyous and stress-free for 75,000 parents

Advertiser: Abbott
Brand: PediaSure
Creative Agency: Factori Communications
Credits: Optimedia — YouLi Hooi (Human Experience Strategy Director), Cassey Chow (Planning Director), Gina Lim (Senior Planner); LiquidThread — Asreena Ramdan (Senior Project Executive), Siti Khairuddin (Associate Director – Brand Connections)

The Challenge
Abbott wanted to reach out and educate the young mobile generation of parents a formula milk clinically proven to help kids grow; especially suitable for kids with picky eating habits. means of communication, no longer fulfilled its role of communicating to this audience.

The Solution – Insight & Idea
One of the most stressful and frustrating aspects of parenting is having a picky eater in the house. Between 20% to 50% of kids are described by parents as picky eaters. The obvious symptoms of a picky eater are: they push away the spoon or turn their heads away from the food or spit out food. Hence, meal times are hair-raising events for many young parents. Our intention was to help parents and alleviate stress during meal times, making it a joyful family time – for both the kids and parents. Our inspiration was to give insights to the parents on two things: symptoms of picky eating and PediaSure’s nutritional benefits. We brought our inspiration to life by creating a mobile campaign, “What Picky Eater is Your Child?”

The Execution
This mobile campaign was brought to life by five different characters who depicted five common picky eater profiles to which parents could identify – Greeno Eater (don’t like greens), Procrastinate Eater (food remains in mouth without chewing), Choosy Eater (nitpicks food on the plate), Cheesy Eater (only likes cheese and dairy products) and Distract Eater (easily distracting during meal times). Display ads were used across different online mobile platforms (Facebook, AdMob, AppSnack, Search) directed parents to download the app or visit a mobile site. There they discovered the type of picky eater their kids were and solutions to manage the diet of these specific types of picky eaters. In this app, parents were able to request for samples as well discover the location to the nearest clinic that provided advice on PediaSure, giving them the assurance that help is nearby. We added in music which would attract children and parents when the app was being used. This helped parents to distract their picky eaters during meal times.

The Results
First 2 weeks: Our app trended on Google Play Store as the No. 6 “Top Free Health and Fitness” Next 6 weeks: PediaSure educated and gained 75,000+ leads. 4050 parents installed the apps, while 70,860 parents accessed the mobile site. We overachieved our 40K target by 189%. Dec sales recorded 28% more than average month. More importantly, we helped parents understand their kids a bit more and make their meal times more joyous and stress-free.

2016 | |

We found TV’s secret sauce to drive site visits for Lazada

Advertiser: Lazada
Brand: Lazada
Creative Agency: -
Credits: -

The Challenge
Lazada’s was looking for new channels to growth their site visits, and with new entrants challenging its leadership position, they were ready to try something new. At the end of 2014, we were seeing an average daily visits of 258k (web only – Q4’14). Post the Series F round of funding, Lazada tasked us to identify a marketing strategy to drive visits to the site and complement Lazada’s mobile first strategy.

Insight, Strategy and the Idea
Rather than using rating points to allocate their TV spend, Lazada wanted to ascertain which spots were directly effecting visits to the site. To do this they attributed growth in visits to TV directly. And we broke down traffic contributions out down to the level of each TV spot. We saw exactly which spots were performing higher. So we embarked upon an extensive analysis of channels, time, content and genre of each and every spot advertised in the last 2 years.

Media Execution
We saw that while our CPRP had dropped 6.2%, the costs incurred to bring in each new one thousand visitors had actually gone up 2.6x (RM 207) over the last 2 years. This gave birth to a new measure of TV advertising, Cost Per (‘000) Visits Increased or CPVI. CPVI is an ever-evolving measure we created rooted in Lazada’s incoming traffic which allows us to add on learnings as we go. So, we started optimizing TV based on CPVI and doing our post-buys not with GRPs or CPRP’s but with real business results.

Results and Effectiveness
Having found the secret sauce to TV planning to drive visitation, we optimized our new-found measure CPVI down by 68% to just RM 66/- That translated to 180% growth in Avg. Daily Visitors (Q4’15) while Avg. Monthly Total Visits increased 181% (from 7.9mil to 14.3mil). Lazada’s GMV mobile share of GMV went