Archives
2010 | Gold | Best Use of Digital (Online / Interactive / Mobile)
Advertiser: Telekom Malaysia Brand: Telekom Malaysia Creative Agency: - Credits: Ramakrishnan C.N. (Director), David Ku (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)
Challenge
TM was heavily losing relevance among the Youth and there was an urgent need to refresh itself into a 2.0 version. A massive youth street Karaoke party was planned in KL. The challenge was to engage the youth all over Malaysia and not just the KLites.
Solution
We know that the event was an ideal time to showcase TM’s strengths in the broadband sphere and to turn the youth into believers. 60% of Malaysians are connected online hence the perfect platform to bring the event to them but research showed that Youth particularly avoid visiting branded or company websites. As such we needed to be where they regularly surf rather than attempt to drag them to where we wanted.
Execution
We decided to stream the event LIVE on online banners at youth affinity sites where they could watch the event while doing what they normally do. TM’s internet infrastructure was used and a dedicated line was set up from the ground to the servers. The FIRST EVER live coverage on banners enabled TM to engage the youth across Malaysia making the event larger than life. We literally took the party to where they hangout.
Result
The LIVE streaming garnered over 1.16 Million unique viewers during the event. Brand Loyalty scores of TM amongst youth went up by a whopping 22%. Sales of TM’s broadband packages went up by a phenomenal 16% over the same period last year to close at the highest in 2009.
2010 | Gold | Best Use of Television
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)
Challenge
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!
Solution
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”.
Execution
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.
Results
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.
2010 | Gold | Best Use of Newspapers
Advertiser: Proton Holdings Berhad Brand: Exora Creative Agency: - Credits: Tammy Lim (Associate Director)
Challenge
Proton wanted to launch Malaysia’s 1st homegrown MPV – Exora was designed to make the best of good looks and function. The challenge was to communicate this duality in a way that’s simple yet amazing as a lot of unfinished and inaccurate Exora pictures were circulated online causing pre-launch negative perception.
Solution
Car purchase in young families is a joint decision. While the wife would have strong leanings on look and feel of the car, the men will look at the function & features. We decided to innovate a new newspaper format that would convey Exora’s strengths on both fronts simultaneously and hence appeal to both man and wife, without clutter. We chose Sun due to its on-the-go street readership, perfect to trigger conversations.
Execution
An innovative wraparound jacket featuring the Exora against the white background, and the interior of the car on the reverse page with the text in the mirror image was created. So you see a great looking new Exora on the wrap, but when you hold ‘The Sun’ wrap to the sun, the interior of the car can be seen via the magical printing innovation.
Results
The ad created a lot of buzz. Sun received over 2,000 calls on launch date enquiring about the Exora. An overwhelming 4,200 bookings were recorded within 4 days of the launch shooting up to 6,000 by the 9th day. Exora helped Proton post its best results in 5 years.
2010 | Gold | Best Use of Magazine
Advertiser: Johnson & Johnson Sdn Bhd Brand: Clean & Clear Creative Agency: - Credits: Chai Yen Yen (Associate Director), Yvonne Lau Li Chien (Senior Planner), Farriz Yousof (Senior Buyer), Ashley Koay (Senior Brand Manager, Johnson & Johnson), Karen Tan (Senior Account Manager, Naga DDB)
2010 | Silver | Best Use Of Sponsorship
Advertiser: Telekom Malaysia Brand: TM Corporate Creative Agency: - Credits: Susan Lim (Assistant Manager)
Challenge
2009 saw a new level of aggression in the broadband market. Young Malay semi-urban families were the biggest source of new subscriptions for TM & TM needed to reinforce its ownership of this segment.
These parents wanted their children to adopt hi-tech lifestyle, yet stay close to the roots.
Solution
We discovered that in young Malay families, kids have a very high share of remote and parents often watch kids programs too. Upin&Ipin was the no. 1 animation program. Much like children, young Malay parents loved it as it was close to their values and reconnected them to their naughty and fun Kampung memories.
This was the perfect context to introduce TM products to children – bringing a charming fusion of high-tech experience with local soul.
Execution
We decided to sponsor Upin&Ipin and worked with scriptwriter to weave in different products of TM in a seamless integration with the storyline. Four dedicated episodes were written to educate kids on the usage of Bluehyppo and familiarized them with Streamyx & homeline. A special Raya episode featured different TM products used to connect with friends & relatives infused in the right context. TM Upin&Ipin merchandize were distributed to all new subscribers and contest winners.
Results
62,000 calls were received over the 10 weeks of sponsorship, generating an average of 2,500 calls every week for the contest call-in. 2.5mil page view and 431,512 visits to Bluehyppo kids club portal recorded. On an average month an increment of 45% page views and 45% number of visit.
