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2012 | |

Meet Fab Skuad, The Load Lightening Troopers

Advertiser: Procter & Gamble
Brand: FAB
Creative Agency: -
Credits: -

Challenge
Every laundry detergent TVC feels the same, and there are many of them. FAB, well-known to many househoulds, faces intense competition. FAB needed to differentiate themselves on TV, but how to break away from normal TV experience and use it to engage audiences?

Solution
To many housewives, moms, or single working females, doing laundry is unexciting, and a chore. What more with household cleaning, cooking etc. At the end of the day, she is completely tired. The strategy: conversation starter for the like-minded community. The idea: FAB, the trusted and loyal housekeeper that helps lighten routine chores. Thus introducing, the load-lightening troopers: “FAB SKUAD”.

Execution
11 semi-reality 30 minute weekly episodes were created, airing on TV3. Before, call for entries at in-store (Mydin & Giant) and TV kicked off the search for individuals that best deserved their loads lightened. Adibah Noor, leader of the squad, and team made guest appearances in-store during the call for entries, they then solved winners’ problems. Weekly, the FAB SKUAD solved different problems in the simplest, cost effective manner – something realistic that winners can repeat themselves thereafter.

Results

  • FAB sold out when FAB SKUAD aired. Sock re-directed from other countries.
  • Light-hearted programme won over Malaysians, garnering healthy TV ratings TVR3.8 (vs. 2010’s programme on same timebelt with Skuad FAB).
  • Number of Facebook fans increased 50% during campaign with healthy sharing rate at 7.73%

2012 | |

Over 600 Women Took Up The “2-Week Challenge”

Advertiser: Kellogg Asia Marketing Inc (Malaysia Branch)
Brand: Special K
Creative Agency: -
Credits: -

Challenge
Most savvy women recognize that weight loss is not a quick fix they can achieve within a few weeks. We needed a creative media execution cutting through clutter of weight-loss advertisements and convince our audience that the Kellogg’s Special K “2-weeks challenge” is the best weight management solution that works!

Solution
Insights show that our target audience is skeptical toward weight loss ads. These women look for realistic ads, not misleading. The solution was to look for a channel which they can trust and content which they can connect and engage in. Magazine was chosen as the medium. We designed thematic stories which would resonate with our readers and coupled it with a “2-weeks challenge” pack. The idea: The real 2-weeks challenge.

Execution
We partnered with Hot, a popular magazine amongst women audience to create thematic advertorials to meet different needs and moods of our savvy audience. Categories included; eating right, dress your shape, career profiling etc. The relevant and useful content set up the right frame of mind for our readers to be open to request for the “2-weeks challenge” pack consisting of a full size 370g box of Kellogg’s Special K.

Results
All of the 600+ sample packs allocated for this 2- month exercise were snapped up within the first month! Due to the overwhelming response from the readers, the magazine owners requested for more sampling packs.

2012 | |

Get 100 Experiences on Paper!

Advertiser: DiGi Telecommunications Sdn Bhd
Brand: DiGi Super Reload Social
Creative Agency: -
Credits: -

Challenge
Telco sales promotions are getting routine- more smses, data and free calls – a bore! Creating excitement, DiGi presented “an offer of 100 experiences”. We had 100 awesome experiences to shout about. Running 100 FPFC ads will deplete our budget! How to tell Malaysia that we have 100 experiences to offer?

Solution
Youth are always looking for entertainment – their life source. Instead of them looking for it, we brought entertainment to them – meaningful experiences for them and their buddies (multiplier effect). The idea: Don’t just sit down, experience something. There are so many things to do out there, DiGi is giving away 100 awesome experiences with an underlying message, “Don’t just take our word for it, see it for yourself”.

Execution
To provide audience the right experience, we engaged them when they were reading up on their interest. If it was music, an ad was placed telling of a chance to hang out with Aizat. If they were catching up on fashion, the ad tells how one can be a fashionista! QR codes connected readers to videos of 100 experiences. To win these experiences, they need to buy DiGi Super Reload Social > Scratch > Win an Experience.

Results
In 2 months, DiGi reload cards were sold out! Average reload increase by 24% per subscriber. Over 1,000 people interacted with the QR codes to watch the videos of the different experiences, exceeding the benchmark from 2011’s newspaper QR code campaign that attracted 700 viewers.

2012 | |

“Jelajah Desa Bersama Digi” (Explore The Countryside With DiGi)

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

Challenge
Concerts are held in key cities depriving smaller towns of fun and excitement. Countryside folk have to travel far to watch them. DiGi recognizing this took the opportunity to build affinity with countryside folk residing in markets lowly penetrated by many brands. Moreover DiGi can get closer to the heartlands!

Solution
Countryside folk are deprived of live entertainment, yearning for concerts to take place in their towns. The idea: Take concerts where no brands have gone before! Bring excitement to the deprived and they are forever indebted to you! However rewards earned are more valued than those easily given -therefore the towns had to ‘work’ for the concerts. Townsfolk needed to rally the locals for votes. Winning towns are rewarded with concerts.

Execution
Through radio – announcers seeded the challenge on air, “Tell us which town you want us to go and we will be there!” Listeners are required to vote for their towns to be invaded by Jelajah Desa Concert by DiGi. Celebrities lined up included Aziat, Lisa Surihani, Era’s DJs and many more! Through on-ground activation – DiGi also ran ‘meet & greet’ sessions by celebrities to keep contest momentum going.

Results
Jelajah Desa bersama DiGi resonated astoundingly with the local youth:
•Achieved 83% of TARGETED crowd (vs. 75% as planned vs. 10% from previous activities).
•The RIGHT crowd – 80% of Malay Youth, 20% of Malay Families.
•First success building inroads into the Malay Youth market in secondary. towns.

2012 | |

The Bold vs. The Incredible

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

Challenge
Blackberry? HTC? Samsung? iPhone? Consumers are spoilt for choice. Too many choices coupled with ad bombardments on which device to get, which telco plan to choose etc. can be overwhelming to the consumer. DiGi recognized this and threw a challenge to simplify ads / messages without spending a huge budget.

Solution
The recent Nielsen’s Global Advertising Trust Survey revealed that 91% of consumers consider recommendations from friends & family – ‘word- of-mouth’ is the most trusted form of advertising for mobile devices. This insight also suggested that anyone who has an unbiased ‘voice’, regarded as credible amongst the community, will earn trust over an advertiser’s voice. The idea: use real people to debate about the mobile devices, voluntarily!

Execution
DJs JJ and Ean from Hitz.fm were asked to debate on 2 mobile devices – Blackberry Bold and HTC Incredible. Each DJ took a stand on which device is better and ‘battled’ on radio. Listeners would call in and state why they preferred which. This generated user recommendation first hand. Similarly, on a Malay station, we had Era DJs doing the same. Cost spent was minimal and a whole lot of earned media through word-of-mouth generated!

Results
Listeners called in support of their favourite DJs but a lot of them were supporting the mobile device that they strongly believed in. The on-air debate generated a frenzy during the respective segments. Phone lines were ringing off the roof!