Advertiser: Johnson & Johnson Sdn Bhd Brand: Johnson’s Baby Creative Agency: - Credits: Samantha Tay (Associate Director), Jade Chong (Media Manager), Wendy Tan (Senior Media Planner), Farriz Yousof (Media Buyer), Karen Ong (Marketing Manager, Johnson & Johnson Sdn Bhd), Grace Teoh (Assistant Brand Manager, Johnson & Johnson Sdn Bhd), Ong Bee Lin (General Manager, Lowe), Irene Thng (Managing Consultant, Bridges PR)
Under continued threat from local players, Johnson’s baby wanted to reinforce its leadership position as a partner in motherhood. The incidence of working moms had risen sharply among Malays and with the breakdown of traditional joint families; motherhood was really a scary journey. Johnson’s wanted to make it FUN!
Working moms planning to have their first baby worried if they will be able to give them the time and love that stay-at-home moms can. Malays are obsessed with local celebrities. Erra Fazira, the most famous & busy actress-cum-singer was pregnant. It was a perfect chance & we grabbed it. We developed Malaysia’s first reality program on celebrity lives partnering with Astro, depict Erra’s journey on motherhood – “Johnson’s baby Gugu Gaga Erra”.
A 10-episode reality program showcasing how Erra juggled just fine between her work & baby was produced. The program has professionals & experts advising moms on how to get ready for baby, how to handle it when motherhood hits you & most importantly how to enjoy while it lasts. Erra sang a custom theme song on mother-baby bonding, whose CD was bundled with Johnson’s products. Johnson’s baby usage was beautifully integrated into Erra’s lifestyle.
Program became Astro RIA’s No.1 program on launch date itself garnering a peak rating of 8. It became talk-of-town generating news & PR worth over RM1.073mil. From a high base share of 68%, Johnson’s baby added another 3.6% share to further cement its dominance. (Nielsen Retail Audit)
Advertiser: Dutch Lady Milk Industries Bhd Brand: Friso Gold Creative Agency: - Credits: Ramakrishnan C.N. (Director Consulting), Samantha Tay (Associate Media Director), Olivia Lee (Media Planner), Hotimoh Hosnol (Media Buyer), Goh Soo Mei (Media Manager), Debby Ho (Marketing Manager, Dutch Lady Milk Industries Bhd), Alicia Chua (Product Manager, Dutch Lady Milk Industries Bhd)
Mothers are spoilt for choice in Growing-up Milk category. Against a clutter of aggressive pharma brands with strong medical claims, Friso Gold with its small budget had a tough challenge in holding affluent moms engaged around its immunity platform.
Working moms often worry about their kids’ health & safety, especially when they’re at work. Being guardian angels to their children they want nothing more than equipping their children with total defense mechanism. Recognizing that working mothers often have pockets of me-time in between office hours, which they spend online uploading, playing and sharing photos, we invited them to do what’s top-of-their-mind – arm their tiny tots with total safety! – via a cool custom Photo tool.
We invited a group of alpha-moms to use the photo tool to choose from an array of weapons, shields, armors etc to creatively showcase their kids in the midst of battling bacteria & germs, along with a photo blog entry that turned them into Friso Gold’s advocates & opinion leaders. Friso Gold’s association with immunity was further reinforced via information sharing during parenting talks & kids activities held exclusively for winners of most interesting entries.
The brand attribute related to immunity grew by phenomenal 150% over the quarter! On the shelves, sales recorded a healthy growth of 9% over previous quarter and 23% over last year (Nielsen Retail Audit; Dutch Lady Brandtrack).
Advertiser: Telekom Malaysia Brand: Telekom Malaysia Creative Agency: - Credits: Ramakrishnan C.N. (Director), David Fu (Head of Interactive), Jane Chong (Media Manager), Hanim Mazam (Media Planner), Gurpreet Singh (General Manager), Stephanie Chin (Head of Operations), Lim Nian Shan (Senior Media Buyer), Alicia Boey (General Manager, Telekom Malaysia)
TM was heavily losing relevance among the Alpha Youth and there was an urgent need to refresh itself. TM challenged us to seed their branded song, “Through My Window”, amongst the youth and lure them to the biggest street youth Karaoke party in the country.
We understood that Mystery stories are key source of thrill for the Youth. They are also crazy and very factional when it comes to their love for pop icons. We decided to use these sentiments by triggering a mystery, setting up a debate and getting multiple youth singing icons to create their interpretation of the song. Hence, getting the entire youth pop factions rally around a single song and urged them to create their own.
We engaged them in 3 phases:
Trigger: Story of a mystery song was strategically planted in mass reach mediums.
Amplify: Introduced multiple branded celebrity music videos to show how the song has caught on by their respective Rock and Pop icons. Integrated the song into 8TV’s branded youth program promos.
Participate: Got the youth to karaoke in Cinemas and via mobile karaoke cruisers, culminating in Malaysia’s Biggest Karaoke event.
Over 7,500 user generated audio/video mashups around the song, generating over 2 Million views on Youtube and more than 5 million online mentions. The song became a hit on music shows. The media-value created was 9X the investment. Youth Brand Loyalty scores of TM went up by a whopping 22%.