Archives




2011 | |

Downy Love In-store Scent Tester

Advertiser: Procter & Gamble
Brand: Downy Passion
Creative Agency: Trinity
Credits: Ethan Joseph (SSM-Media Planner), Siti Khasiah (SSM-Project Manager), Asreena Ramdan (SSM-Project Executive), Fred Lim (Assistant Buying Manager)

<iframe width=”853″ height=”480″ src=”//www.youtube.com/embed/6CaEP5cyeoY” frameborder=”0″ allowfullscreen></iframe>

Challenge
Downy Passion, a product innovation that infused Perfume Micro Capsules, a latest technology. Upon human contact, the product will release a nice scent. The challenge: To drive believability, win trial and conversion amongst competitive users, and recruit non-users. This will accelerate conversion of dilute to concentrated fabric softener.

Solutions
We needed to deliver a premium shopper’s experience at point of decision and the equity of “Long Lasting Freshness” through the communication context strategy of “as if wearing perfume everyday”. The “as if wearing perfume everyday” was the experience that we want the consumer to feel. We want to amplify that with Downy Passion, they will always smell not only fresh, but ‘nice’, just like wearing fine fragrances.

Execution
Bringing sensory experience to life. In-store: •Installed scent testers closest to where products were placed as attention grabber. Most purchases were made right before the purchase •Scent dispensers were installed (contained actual perfume) where consumers can test the perfume onto their clothes to experience the scent and the innovation Magazines: •Samples were distributed in fashion titles break the clutter and norm of fabric softener category. •Amplified the idea with creative advertorials

Result
•For two months, many curious shoppers tried on the scent testers to their clothes at the store. •Deeper Engagement with non-TV for ASEAN 1 / 2 •‘Final Moment Of Truth’ real experience of Downy PMC led to 73% increased in purchase.

2011 | |

Wanita Gemilang SK-II

Advertiser: Procter & Gamble
Brand: SK-II
Creative Agency: Idea Innovative
Credits: Vivien Tan (SSM-Media Planner), Siti Khasiah (SSM-Project Manager), Asreena Ramdan (SSM-Project Executive), Jane Ang (SSM-Buyer)

<iframe width=”853″ height=”480″ src=”//www.youtube.com/embed/nKy94NXsLMU” frameborder=”0″ allowfullscreen></iframe>

Challenge
SK-II has built its strong affinity towards the Chinese market. The brand appeals more towards Chinese women, less engaging to the Malay women. SKI-II introduced a new whitening product targeting Malay women. The challenge: To make it appealing to the Malay audience with the new communication strategy ‘aura from within’.

Solutions
Malay community looks up to local Malay socialites; it makes them feel proud of fellow Malaysians’ outstanding achievements. We wanted to connect with the Malay elite society, thus partnered Astro to produce an 8-episode branded content series, ‘SKI-II Wanita Gemilang’, which showcased successful female Malay socialites. This idea also brought up SK-II’s brand communication strategy, ‘aura from within’ that translated into ‘going beyond white to aura brightness’ message for the audience.

Execution
Branded content series include: •Interviews with eight successful Malaysian women; amongst were YM Datuk Paduka Datin Seri Sharifah Hishmah Shahabudin, Datin Paduka Marina Mahathir, and Datuk Khadijah Ibrahim •SK-II tips given at the end of every episode •Weekly branded and sponsored promos, branded opening and closing of the show, lead in/out commercials •Premium positioning of TV commercials

Result
Cross promos on ASTRO RIA and ASTRO PRIMA reached 48% of brand target audience. SK-II Wanita Gemilang was a hit on ASTRO PRIMA. Re-runs were even requested. Collectively, each episode delivered a high rating of 1.2 TVR. SK-II saw an increase of 30% Malay affluent foot fall to SK-II counters.

2011 | |

SAMSUNG 2 Door Lifts

Advertiser: Samsung Malaysia Electronics Sdn Bhd
Brand: Samsung French Door Refrigerator
Creative Agency: Leo Burnett KL
Credits: Connie Tan (Senior Media Manager), Lee San San (Media Group Head)

<iframe width=”853″ height=”480″ src=”//www.youtube.com/embed/5lUtKA0O2nw” frameborder=”0″ allowfullscreen></iframe>

Challenge
Samsung launched the French Door Refrigerator model and retail exclusivity was given to Harvey Norman at Ikano Power Centre. Therefore we need to rely on an advertising medium that is geographically appropriate, plus to shout out the refrigerator’s USP – a 2 door fridge with huge storage space.

Solutions
Choosing a fridge is a daunting task, there are many options available. Consumers look for ‘optimum-sized’ fridge with huge storage space. Visiting few retail stores before making the purchase decision is a common shopper ritual. At Ikano Power Centre, access to Harvey Norman is via the escalator or elevator. We demonstrated the idea of ‘large & huge storage fridge’ by intercepting shopper’s movement from car park to Harvey Norman by replicated elevators as 2-door fridges.

Execution
Samsung French Door refrigerator ‘Elevator wraps’ at 8 strategic elevator locations, near Harvey Norman from level LG to 2 for three continuous months. The lift interior was transformed to look exactly like the fridge interior exhibiting a well stocked up with food and beverages, every consumer’s ideal fridge. Key product features were also highlighted: Twin Cooling System, Water Dispenser, Movable Fresh Box, Movable Door Guard, Height Adjustable Tray and EZ-Open Handle.

Result
The lift wrap was exposed to potentially 700,000+ visitors to Ikano Power Center, and 1,000,000+ visitors to IKEA monthly. During the campaign period, actual sales target exceeded by 20% and made Harvey Norman, one of Samsung’s key retailers very pleased.

2011 | |

Pantene 14 Days Challenge To Healthy, Beautiful, Shiny Hair On Anugerah Skrin

Advertiser: Procter & Gamble
Brand: Pantene
Creative Agency: Tonton
Credits: Nitin Kumar (AOR Director), Chia Yin Ping (SSM-Associate Director), Siti Khasiah (SSM-Project Manager), Asreena Ramdan (SSM-Project Executive), Miaoyi Tan (SSM-Planner), Jeff Tan (SSM-Buyer)

<iframe width=”853″ height=”480″ src=”//www.youtube.com/embed/wMpm8LazQrM” frameborder=”0″ allowfullscreen></iframe>

Challenge
‘The tyranny of choice’ rings painfully true, for women facing overwhelming of 41 competing shampoo brands, each offering multiple boutiques. In addition, women were bombarded with claims and counter-claims. Although Pantene enjoyed a strong market share for its mainstream products, it was not considered solution provider to damaged hair problems.

Solutions
Women are happy to use Pantene for their hair, but when they things go wrong, a salon-recommended brand. We want to create a 14-Day-Transformation Challenge contest for women to show Pantene’s ability to answer every hair need or problem. We wanted to exhibit that Pantene heals the toughest hair problems. As part of Pantene’s “Total Care to Total Damage Care” umbrella branding, our challenge to ordinary women: Transform into healthy hair in just 14 days.

Execution
We partnered Anugerah Skrin (ASK), for maximum glamour and exposure. We launched the challenge using social media, sponsored/branded promos and in-store materials. We had 300 contestants; 14 Finalists were chosen to blog about their hair 14-day-hair-transformation. A branded “live star chat” for consumers on television and an online ‘rank-the-winners’ contest was created to engage public participation. The challenge concluded during the live ASK broadcast, with Pantene branding as an integral part of this marquee event.

Result
Outstanding media results: •10,000 Facebook ‘likes’ in two months •Google search increased 23% •‘Live star chats’ drew 700/week for 8 weeks •3,527,850 impressions recorded •80% women surveyed mentioned Pantene solved their hair problems •Live stream: increased 341% •28% of households watched the ASK

2012 | |

DiGi WWWOW — For The People, By The People

Advertiser: DiGi Telecommunications Sdn Bhd
Brand: DiGi
Creative Agency: -
Credits: -


Challenge
DiGi, is a latecomer to the mobile broadband market, over four years later compared to competitors – Maxis, preferred by high value corporate and professional smartphone users; and Celcom, already having won the lion’s share of mobile broadband customers. DiGi needed a campaign making up for lost time and market share.

Solution
Millions of ordinary Malaysians are social creatures, spending hours online either uploading or consuming content by others. DiGi needed to engage these online consumers tapping into the mass potential. Thus, DiGi WWWOW “Internet for All” Awards was born to recognize and celebrate “all ordinary Malaysians doing extraordinarily creative things online”, aligned closely to “DiGi Internet Plans for All” communication objective. This novel campaign is Malaysia’s first for and about Malaysians online, generated by Malaysians online.

Execution
DiGi launched ‘The DiGi WWWOW Internet For All Awards’where winners from 16 categories of internet users were chosen based on popular vote. The campaign was designed to be fuelled by three groups of internet users – the Creators of content, their Supporters, and an unprecedented coalition of new media brands. The campaign caught on with Malaysians and saw numerous entries from superbloggers and supports from new media namely YouTube, Lowyat.net, Nuffnang, Hitz.fm etc.

Results
DiGi’s initial objectives were exceeded, in 2 months:

  • 5,774 entries
  • 1.4 million images, blogs, videos, discussion threads and tweets
  • 2.6 million pageviews on microsite
  • 230,000 votes cast
  • RM1,551,987 worth of earned media coverage in two months
  • 9% increase in usage revenues during campaign month