Advertiser: Telekom Malaysia Brand: ITalk Creative Agency: - Credits: Bala Pomaleh (Managing Director), Ramesh Marthaveron (Account Director), Wong May Mun (Media Manager), Fatin Yusof (Media Planner)
The fixed line market was on the decline globally. TM had to counter the decline via other initiatives to drive revenue up. One critical area which was largely untapped was the foreign worker segment. The task was to convert the lucrative but suspecting Indonesian foreign workers into devout italk users.
The Indonesian foreign workers lived in communal quarters called “Kongsis”. They yearned for love as they lived under duress and deplorable conditions. The need to communicate with their family was a necessity to maintain sanity. Analysis showed they spent 4 times more on phone bills compared to an average Malaysian. We converted the kongsi into point of sale outlets to maximize Point of Sale proximity and sales results.
One of the biggest purchase barrier was the availability of the top up cards at point of sale outlets. Awareness of top up points was lacking in the streets. By branding the kongsi and bringing in top up squads into the kongsi this issue was completely circumvented. This in fact became a very viable point of sale channel for TM as there was significant cost savings by reducing the distribution layers.
A 36% increase in revenue over a 3 month period. 60% increase in call minutes to their happy families back home. We brought joy and love to over 6 thousand Indonesian foreign workers! With this pilot project a major success, many more will experience love and joy in 2010.
Advertiser: Sunway Brand: Sunway Lagoon Creative Agency: - Credits: Bala Pomaleh (Managing Director), Ramesh Marthaveron (Account Director), Wong May Mun (Media Manager)
The challenge was to “teleport” Malaysian and foreign holiday makers from Penang and JB to Sunway Lagoon in KL. Sunway Lagoon’s unique proposition was the fact they had something for everyone and can keep them entertained throughout the day!
Malaysia never sleeps. We have mamak restaurants, fast food, convenience stores and even some clubs that open all day and night. We capitalized on this insight to highlight the fact that Sunway is all about 24 hours of Non Stop Fun as they have Water Park, Interactive Zoo, Scream Park and many other attractions. Sunway Lagoon is a haven for fun seekers to have the time of their life day or night!
We commissioned a world class Swiss clock maker to create the biggest ever clock in Malaysia on a billboard. The clock pointed real time at different activities suitable for different times of the day. These billboards were strategically placed in Penang (Komtar) and JB (entry point from Singapore). Similar executions were also sited in other locations for campaign coverage but without an actual clock. The execution embodied Sunway Lagoon’s Non Stop Fun positioning.
The boards became landmarks and will get Malaysia Book of Record recognition. Visitation to the park increased by 20%. Close to 42% of visitors from Penang and Johor claimed to have seen the clock. Sunway remains as the best water park in Asia for the 2 year running.
Advertiser: Southern Lion Brand: Kodomo Lion Creative Agency: Cheval Creative Credits: Alex Goh (Group Account Director), Shareen Chew (Account Manager), Leow Mei Lin/Ivene Yee (Media Planner), Bala Pomaleh (Managing Director)
With ever mushrooming FMCG brands in the market, the incremental cost to engage both parents and children into purchasing Kodomo Lion via traditional media was getting increasingly expensive. The challenge was for the agency to effectively reach them at a lower cost per reach.
Often parents bring their kids to their hypermarkets visits and we know that each child’s “pester power” by methods of whining or using their doe eyes can be difficult to resist. Most children find the visuals irresistible thus pestering their parents to approach the shelf while the communication message of the visuals was more informative to be aimed directly at the parents. We dominated the toothpaste category in Jusco and Carrefour hypermarkets to maximize reach.
To ensure that we were not misallocating resources, store walks were conducted to understand exactly what creative works would warrant maximum direct cut-through communication. Combined with an integration of mediums by using additional floor stoppers, its first main goal to capture the attention of the shoppers was achieved while the shelf banners retained their attention at the most crucial point of purchase.
Results show incremental sales estimated 50% growth on Kodomo Lion compared to last year. Through the category domination, it allowed client to garnered better trade and shelf product placements. The win-win situation not only benefited client, but brings joy and happiness for the parents and their kids.
Advertiser: Tesco Brand: Tesco Creative Agency: Rekka Creative Credits: Alex Goh (Group Account Director), Siti Fikriah (Account Manager), Leow Mei Lin (Media Planner), Bala Pomaleh (Managing Director)
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We wanted to create a “big bang” to let the small town of Manjung, Perak know there was going to be a new international hypermarket about to hit their shores while working with a relatively tight budget, the challenge was to bring awareness to them without bursting our client’s pockets.
As there was a lack of traditional outdoor mediums currently existing, we had to bring the medium to them. Thus, to get the most amount of attention we would use five motoriders to invade the town. To create maximum impact, a total branding from head to toe with matching uniforms and helmets as well as an eye-catching lightbox. Combined with a interactive contest, it further garnered excitement from the towns people.
To ensure the most efficient use of their limited time, through research we were able to identify local hotspots and competitors locations used to create an intricately detailed timetable which the motoriders use to adhere to throughout the entire two week campaign. Together with catchy jingles, a brightly lit lightbox and a “Spot and Win” contest, the people of Manjung knew the riders were ready around the corner to give out stickers and flyers.
The anticipation of the store opening was proved effective when more than 4,500 eager shoppers showed up as early as 6.30am! The turnout was 30% more than expected. Overall transactions were very positive and on target despite a small town with a small population.
Advertiser: Telekom Malaysia Bhd Brand: Telekom Malaysia Creative Agency: - Credits: -
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To amplify TM’s position as the technology leader in the telecommunication category, we suggested turning their iconic “Menara Rebung” into a digital facade. The challenge was, there can be no drilling or visible structure on the building as that will damage its aesthetics. This required a more complex construction approach.
We built a 3,500m² curtain LED screen on TM’s iconic building (HQ) which was located along Federal highway, the busiest road in the country. No such screen was ever built. It was a costly exercise but we could do it because of the huge savings derived by shifting our strategy from pure bought media to owned media. Bought OOH sites are 50% costlier compared to sites we built on TM’s own properties.
Having TM’s mandate in mind, we avoided drilling works on the building. All components were customized and followed the building facade colour to create that “invisible” effect. Rubbers were used as a lamination layer to ensure that the claddings did not touch the building. Fine rubber coated steel cables were used instead of structures. This first in Malaysia mammoth project took a month to complete. Everyone was ecstatic when the screen went live.
TM has won an award in conjunction with Merdeka Celebration. It’s a potential revenue stream for TM. The screen will self amortize in 2 years and protects against annual advertising inflation of 20%-30% in 5 years time. It reinforces TM’s market leadership position as the pioneer of digital OOH advertising.