Archives

Challenge
Samsung wanted to be positioned as the #1 Android smartphone in the market, along with being a purchase consideration when the new iPhone launches. In 2011, Samsung launched 4 different smartphones. Besides positioning Samsung as the #1 Android smartphone, our task was to differentiate Samsung in various smartphone segments.

Solution
Before the launch of Galaxy S2, Google Trends showed a spike in searches on the device – people were curious about the phone. Also, the imperfect iPhone design (poor battery performance and reception, fragile screen, etc.) made users search online for new smartphone considerations. This gave us the opportunity to leverage on SEM to capture potential customers for the Samsung Galaxy S2.

Execution
The SEM campaign was designed based on the key insight of people searching for smartphones as well as users researching on iPhone’s flaws and cons. To manage internal clash amongst Samsung models, we segregated the search ads based on screen size and price range. This allowed us to craft our search ads accordingly and to point out purchase considerations that Samsung smartphones are far more superior over iPhones and other android rivals.

Results
We implemented Sitelinks on ad copies where all four models were displayed – resulted a high CTR of 8% (low CPC US$0.11). Models were differentiated with pricing and screen sizes in ad copy. Samsung’s aggressive campaign placed Galaxy S2 ads among the top three for iPhone 4s searches.

Challenge
As a GLC, one of Malaysia Airlines (MAS) task is to uplift the nation’s SME business. But in today’s economic climate, it wouldn’t be wise for MAS to create a platform from scratch. The challenge was to look for a cost effective channel to connect with the SMEs.

Solution
To look for a relevant channel to leverage on their credibility and SME audience reach. Also, this platform shouldn’t be costly and must be hardworking in their sponsorship deliverables. The idea: Get leads efficiently!

Execution
By being the main sponsor for BFM radio station’s 1st ever Enterprise Breakaway event, we created the perfect platform to connect MAS with SME consumers. To showcase Malaysian Hospitality, pre-event delegates received a MAS “boarding pass” invitation to remind them of the event details. Radio spots positioned MAS as an affordable full service carrier for SMEs were broadcasted to drive the target audience to the event.

Results
The 1st ever BFM Enterprise Breakaway event was a rousing success! 30,000 SMEs attended the event. In a short period of time, MAS was able to collect a generous number of leads, contributed to their database for follow-ups. There was an increased awareness and affinity between SMEs and MAS.

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Challenge
After Samsung Galaxy Note was launched, reception was lukewarm as few recognized its capabilities – was it a tablet or a phone? Designed for the busy business traveller, Note, a smartphone with tablet capabilities, met demands for meetings and note- taking. Now to convince the businessman to change to the Note.

Solution
Working on-the-go is a norm for the business traveller. Today’s businessmen work from their Blackberries, which capabilities are limited to emails. Attachment reading and typing is a chore on the device. ‘Taking Note: On-the-Go’ campaign was launched targeting business travellers who spend a lot of their work time in airports! The airport was thus a perfect location for a captive audience. We brought ‘live’ on-the-go experience of the Note to the traveling businessmen.

Execution
Two units of oversized Samsung Galaxy Note interactive ambient structures were built to seize business travellers’ attention at KLIA’s Departure Hall, Business travellers could try out the actual Note itself with the S Pen (seeing is believing) and how the Note benefits them and fits into their routine as a business traveller – from reducing work time to luggage size!

Results
Business travellers got to experience the Note without needing to walk into a store. Purchase considerations were made on the spot, and product recall was enhanced as well as an increased user desire for a Note. Retail auditor, GFK, reported higher sales for Samsung Galaxy Note during the campaign period.

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Challenge
Every laundry detergent TVC feels the same, and there are MANY of them. How can FAB, well-known to many households, but faces intense competition, differentiate themselves to be a ‘trusted friend’, a friend that lightens the average household’s laundry load?

Solution
To many housewives, mums, 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 and like-hearted community. The idea: FAB, the trusted and loyal housekeeper that helps lightens routine chores. Thus introducing, the load-lightening troopers: “FAB SKUAD”.

Execution
A series of eleven semi-reality 30-minute weekly episodes were created and aired on TV3. Two months prior, call for entries at in-store and TV kicked off searching for individuals that best deserved their loads lightened. Adibah Noor, leader of the squad, together with her team will solve the problems winners faced. Each week, the FAB SKUAD team solved different problems in the simplest, most cost effective manner – something realistic that winners can repeat themselves thereafter.

Results
•FAB sold out!!! When FAB SKUAD aired! Stock re- directed from other countries!
•Lighthearted programme won over Malaysians, garnering healthy TV ratings TVR3.8 (vs. 2010’s program on same time belt with Skuad FAB).
•Number of Facebook fans increased 50% during campaign with healthy sharing Rate at 7.73%

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Challenge
When it comes to female facial care, SK-II has always lagged behind competitors’ high impact visuals and counters. The challenge is how to cut through the extreme clutter and develop an effective communications plan with engagement platform to establish SK-II as the ‘ultimate gift’.

Solution
Fulfilment doesn’t come from getting what you need, but in giving and helping someone else. With this idea, we wanted consumers to not only experience SKI-II’s miracle, but to also CREATE miracles for others during the festive season. The idea: MIRACLE FESTIVAL – to use real women who are highly recognized and inspirational in Malaysia. They are the ‘Miracle Makers’ – they devote their time, selflessly contributing to the needy and the community.

Execution
360-Integrated Branded Content: – ‘SK-II Miracle Makers’ and ‘Miracle Maker Day’ activities and promotions on TV, Facebook, IBanner, Newspapers, On Ground, Mobile, In-store. Television 6 episodes “SK-II’s Miracle Maker” 30-min program aired Sundays on ntv7. The show showcased how highly recognized women go out of their way to touch others’ lives. TV crawler embedded on SK-II TVC featured promotions on SK-II Miracle Maker Day and call for entries for ‘Make a Wish’ contest.

Results
•TV episodes achieved TVR2.0 (average TVR1.5) Amongst top 5 local documentary programs
•Overachieved contest entries by 879% (online voting increased 228%)
•9,900,000 impressions in Iamchiq portal (5x more vs. planned), CTR 5x higher than benchmark.
•Yahoo!: overachieved bought impressions.
•Facebook Fans doubled (67,991); 600 visits daily.