Archives




2016 | |

Petron helped drivers see the lighter side of a heavy burden

Advertiser: Petron
Brand: Petron
Creative Agency:
Credits:

The Challenge
Petron is the newest and smallest player in the highly-competitive petrol market. They have 560 stations while Petronas has 1000 and Shell 950. With key locations already taken up by the big boys and market size dependent on the number of road vehicles – The only way to grow is to take business away from competitors.

Insight, Strategy and the Idea
Malaysian drivers are particularly sensitive to price fluctuations. When petrol costs less, you’ll see more cars on the road. When petrol costs more, there’d be fewer cars. In April 2015, the government introduced GST causing the price of everything to go up. Many people were upset, especially road users. The only way out was to turn a negative time for Malaysian drivers into a positive. We took the topic-of-the-month (GST) and changed a single letter (JST, or JoHaRa Senang Tunai) to brighten up the lives of motorists. Petron, after all, was about fuel-ing happy!

Media Execution
We asked motorists to send us their petrol receipts (complete with GST), from Petron or any competitive stations and allow us to take care of their bills. To do this, we partnered with a radio station. A 30-sec radio wasn’t enough. We wanted to engage road users and keep the conversation going. We teamed up with ERA FM, and got the DJs to select random participants and offer them an opportunity to win a ‘rebate’ on GST. JoHara Senang Tunai, indeed! A simple 3 step mechanic was created to reward Petron’s user :
1. Listeners will need to submit their receipt on www.era.fm

2. Era will call up selected entries to participate

3. If they win the cash, they win RM2,000

Results and Effectiveness
Petron increased its volume by 3.3% post promotion – proving that money can buy you happiness! After just 2 weeks, the campaign generated a 25% recall rate. We received 1,474 contest entries, or 198% over target.

2016 | |

Breasts. Testicles. Touching oneself. How we got away by showing all three.

Advertiser: AIA
Brand: AIA
Creative Agency: -
Credits: -

The Challenge
AIA wanted to grow demand for their cancer protection plans. Unfortunately, Malaysians dislike talking about the big-C in public, and ads on cancer awareness have become a blind spot.

Insight, Strategy and the Idea
Through insight we knew this: People tend to read articles on cancer online only after they or their loved ones have been diagnosed with it. But what if we could make available information on early cancer detection – could we peak people’s interest? After all, if someone you love is potentially at risk, wouldn’t you make sure he/ she was well protected especially if 95% of cancer is preventable if detected early.

Media Execution
We knew when it comes to a sensitive topic like cancer, online audiences are more susceptible when communications is placed in environment where real content is shared. We promoted two educational videos (one for him, one for her) through used programmatic targeting to find the right audiences – adults 25 – 50 years. The video showed users how to do a simple cancer self-check then directed them to the microsite. Here we could convey details about cancer prevention, driving leads.
1. Facebook: targeting lifestyle interest content for male and female audiences. Highest budget focused here. Through sponsored ads we promoted multiple post – one to engage the audience with a simple 3 step method to cancer self-check and two, to reward them if they signed up on the site
2. Programmatic audience targeting: We sought out look-a-like audiences based on online behavior. Optimization applied throughout the campaign based on two phases: i. Directed budgets towards post that performed the best (highest conversion rate, lower cost) ii. Refining the targeting from 25 – 50 to 25 – 40 to improve results

Results and Effectiveness
• A whopping 1,209% increase in sales
• 25,057 clicks to microsite, 32% higher than planned target
• Facebook posts exceeded industry CTR benchmarks with 3.20% (awareness post) and 8.08% (engagement post)

2016 | |

Same Product. A new story every time

Advertiser: Samsung
Brand: Gear S2
Creative Agency: -
Credits: -

The Challenge
Wearable technology is a relatively new concept. According to 2015 UK study, the majority believes “it’s just a fad”. When Samsung wanted to introduce their GearS2 Smartwatch, initial research showed that most Malaysians didn’t understand the product. The challenge was to connect and drive usage relevancy of GearS2 with just 1 Global TVC asset.

Insight, Strategy and the Idea
Smartwatches are still deemed just for techies, but not the masses. Design is key compete for consumer’s wrist against traditional watches. But with GearS2, it is a fashionable yet functional smartwatch with reliable activity tracker and applications. We identified 3 target segments: Business Professionals, Social Trendsetters, and Fitness Enthusiasts.

Media Execution
Beyond standard targeting strategy, we applied Google’s beta video technology to turn one GearS2 global TVC into many videos by overlaying each video with a custom message. Instead of opening with the generic product visual, we overlay with the custom message (e.g: Gear Up for Business) on the first few seconds of the video to allow viewers to discover a product they knew with a twist. We also highlighted the key features (e.g: Easy Access to App, Reminder App) that’s relevant to the target segment. From one single TVC, we created 16 customised videos to spread out during the campaign period. The sign-off was consistent: GearS2 gets better with every turn. Our videos appeared when users searched for relevant keywords, or competitive product/ content.

Results and Effectiveness
Ad-recall outperformed the Apple iWatch (by 6%) Smartwatches are generally seen as a techy product for guys. Our campaign attracted a 30% lift from women, and 12.2% from men. Average view-thru rate increased by 170% against past benchmarks We reached 57,000 users with an average 1.3 impressions Average cost-per-view for device targeting optimized at 10% lower than base TVC 19% lift in ad-recall, 31% lift in consideration compared to non-viewers.

2016 | |

How AIA got the whole country talking about health

Advertiser: AIA
Brand: AIA
Creative Agency: -
Credits: -

The Challenge
Most Malaysians only think about buying health insurance when it’s too late. And even then, they’ll decide on the first company that comes to mind. AIA Malaysia wants to capture this market and drive sales.

Insight, Strategy and the Idea
In 2014, a study revealed a serious message – 50% of Malaysian adults are seriously unhealthy. Health insurance should have a natural take up but most Malaysians are too preoccupied taking care of their family to worry about their own health. AIA’s task was ginormous: Promoting statistics or using a celebrity endorser would make the message seem not genuine. When it comes to hearing such a message, we needed a person they trust most. If you were a parent, that person would be your own child; someone who genuinely cares for your personal well-being. Our strategy – recruit kids to drive realization among adults. We knew if the kids succeeded in helping their parents see their personal state of health, AIA could start conversations that lead to health insurance. Then by placing the content on social – it would grow conversations with potential insurance buyers. With that, we launched AIA’s Health Report Card.

Media Execution
We released the 2min video on Youtube. Viewers saw parents being handed a report card then discovering the results were their own. Because the kids were not ‘acting’ their actions touched the hearts of Malaysians. Using Facebook, we promoted the health test inviting parents, siblings and even co-workers to rate someone else’s health and share it publicly on their social page. We selected heartfelt messages from loved ones and shared it – creating more conversations on AIA’s social page.

Results and Effectiveness
Sales for AIA’s medical insurance increased by 42.2%. 26,000 Malaysians took the test, generating 120,000 health conversations (engagements), overachieving planned targets by 420% The video got 1.44mil views, 21.3% view rate, 6 points higher than the financial category

2016 | |

Turning 60 phones into 6,000 minutes of conversations.

Advertiser: Samsung
Brand: Galaxy S6
Creative Agency: -
Credits: -

The Challenge
Samsung Unpacked is a global annual event when the latest phones are announced. Interest peaks during this period, and from past years’ experience, fizzles out by the time the local market launches the same product. We needed to create talking points for Samsung and its consumers to sustain momentum until the local launch.

Insight, Strategy and the Idea
In today’s tech world, people get bored easily, then they get better at ignoring you. We needed to inject some fun and keep people talking about us. Our idea – Put the new GalaxyS6 in peoples’ hands before it was available in Malaysia. Generosity turns strangers into friends, then into customers, and finally into spokespersons. It re-ignites people’s attention. Sharing the S6 with Malaysian consumers first lets them see it, feel it, experience it, and ultimately tell others about it.

Media Execution
We created the first nationwide treasure hunt for premium mobile phones. On social, we released cryptic clues on that there was 60 units held by a Mr.S6 anywhere in Malaysia. All participants had to do was follow the clues using #IwantmyGalaxyS6 and find him physically. Clues on Mr.S6’s whereabouts were released in real time, every hour. We created an event page on Facebook and kept fans’ attention spans locked in for days awaiting announcement of the next location. Using Facebook ads, we geo-targeted users when they tagged their location. We responded by teasing users and hinting their distance to Mr. S6! Social influencers joined the hunt and rallied their followers. Radio DJs from Era and Hitz FM radio further amplified the excitement on social.

Results and Effectiveness
The social sphere was buzzing with Galaxy S6 messages. Samsung maintained its no 1 position as most talked about premium mobile brand with search volumes increasing by +120%. Throughout the campaign period, we generated 6,000 minutes of non-stop with over 6,206 participants to the physical hunt.