Archives




2010 | |

Milk Lovers Redefine Outdoor with Dutch Lady

Advertiser: Dutch Lady Milk Industries Bhd
Brand: Dutch Lady
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), Sharon Tan (Marketing Manager, Dutch Lady Milk Industries Bhd), Christy Yong (Product Manager, Dutch Lady Milk Industries Bhd), Karen Tan (Account Director, Leo Burnett)

OOHM - Milk Lovers Redefine  Outdoor with Dutch Lady

Challenge
Milk was fast losing its relevance among youth. Dutch Lady as the category leader wanted to position itself as a more dynamic and youthful brand. The challenge was to engage youths in a fun and cool way that goes beyond the expected.

Solution
Youth love to hang outdoors. They also love Social networks & often generate their own content to share with their network of friends. So we redefined the passive outdoor, by marrying it with interactive user-generated content that gets shared via social networks. It was Malaysia’s first outdoor LED interactive campaign.
Recognizing their need for instant gratification we gave them their 15s of fame right in the heart of Bukit Bintang!

Execution
Consumers were invited to participate with the brand by expressing their connection with milk on a placard and posing at Dutch Lady’s 3D booth. Their image was instantly projected onto the huge LED screen in REAL TIME! Pictures were captured and posted onto Dutch Lady’s Facebook page. Participants tagged themselves to share their 15s of fame with hundreds of friends and friends-of-friends! Sampling drove trial and Bloggers posted their photos & spread the word.

Results
We brought FUN back to milk. Dutch Lady’s association as “Modern & Cool Brand” soared by a whopping 19% in Q1 2009! Brand acceptance amongst peers and friends sky-rocketed to 14%! Sales grew 17% compared to the same period last year.

2010 | |

Own World-of-Mobile with Sweet Nothings

Advertiser: Johnson & Johnson Sdn Bhd
Brand: Clean & Clear
Creative Agency: -
Credits: Prashant Kumar (Chief Executive Officer), Chew Kagee (General Manager), Chai Yen Yen (Associate Director), 
Yvonne Lau Li Chien (Senior Planner), Farriz Yousof (Senior Buyer), Asley Koay (Senior Brand Manager, Johnson & Johnson Sdn Bhd), Karen Tan (Senior Account Manager, Naga DDB)

Challenge
Oily skin is a key concern amongst teens.
With limited budget and difficult to impress female teens target, Clean&Clear had to bring alive their ‘Round the clock Oil-Free’ proposition in a way that stood out and which teens could connect with.

Solution
76% of our target audience own mobile phones which they adore and love to accessorize. It was the perfect medium for us to communicate “Round the clock Oil-Free skin”. The oily smudges from their faces left on mobile screens, served as a reminder throughout the day that they have oily skin till they did something about it. Hence, we created fashionable mobile screen-wipers to let teens experience the efficacy of using Clean&Clear Oil Control Cleanser.

Execution
We inserted these mobile screen-wipers into leading teen, beauty magazines. They were designed to look like a sponge (representing the formula that works like thousands of tiny sponges absorbing oil and dirt), and attached them onto the protruded part of a hard-card insert. This ensured we stood-out from the sea of ads. Printed on the card were product information, a fun personality test and a cut-out timetable for the girls to fill their schedules with.

Result
The screen-wipers were seeded to 95,000 teens, creating talkability amongst their friends as they hung from their mobile.

In a very competitive teen skincare category, Clean&Clear grew 8%* Year-On-Year market shares, increasing its No. 1 position lead.

2010 | |

Even Genie Needs Streamyx

Advertiser: Telekom Malaysia Bhd
Brand: Streamyx
Creative Agency: -
Credits: Chew Kagee (General Manager), Dzeti Mohamed (Senior Planner), Gina Lim (Media Planner), Stephanie Chin (Head of Opetations) Lim Nian Shan (Senior Buyer)

SPONSORSHIP - Even Genie Needs Streamyx

Challenge
TM sourced most of its new subscribers from Semi-urban Malays, where its key challenge was to demonstrate the compelling role internet can play in their lives in a way they can relate to.
We wanted to convey that whoever you are, whatever be your needs, Streamyx is the ultimate gateway.

Solution
Semi-urban Malays love local movies and are obsessed with their favourite celebrities. We sponsored the movie 
– Jin Notti. Fara Fauzana the celebrity DJ, is a nice-hearted Genie, who refuses to get Naughty by Genie standards and is sentenced to earth to become naughty..
Throughout the story, she always uses Streamyx to learn earthly ways & connect experience and entertain herself. Even for an almighty Genie, she needs Streamyx as gateway to the ‘other’ world.

Execution
It was a debut for two of hottest Malay celebrities – Fara and Mawi, creating huge anticipation. Much like virtual world, Fara-the-genie takes on 4 different Avatars. The Goodness of genie provided perfect inspiration for the Raya-timed campaign.
The promotions on TV & radio used special scenes to highlight Streamyx central role. Streamyx was digitally woven into actual movie scenes. Posters, banners, print, merchandise & PR amplified the connection. String of roadshow created further engagement.

Results
Jin Notti grossed RM2.2mil at the box office. Against toughest competition ever, TM subscriptions rose to an all time high of 4000! Streamyx loyalist increased 9% from the previous quarter. Total buzz generated was worth RM3.9million with press ads, advertising and promotion materials, 126 YouTube links, and 147,000 Google links.

2010 | |

Avatars Dance-off on Streamyx Broadband

Advertiser: Telekom Malaysia
Brand: Streamyx
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)

digital-streamyx

Challenge
Streamyx has been facing intense competition and needed to reestablish itself among the youth. It needed to highlight its core strengths – speed and stability. This mattered to the hardcore users, who spend HUGE amount of time online. We need to identify who they are and what gets them going.

Solution
With more than 8 hours of gaming a week, the Malaysian gamers were the top influencers when it came to the broadband category. They were the perfect ambassadors for a player like Streamyx. But they had never been ‘spoken’ to before, so we need to literally get into their world to engage them with the brand. We decided to leverage the popularity of an existing TM branded song to bridge this gap.

Execution
For the FIRST TIME ever, we embedded the existing branded song into one of the most popular games in Malaysia – SuperDancerOnline. Where Players create their Avatars, form a dance troupe, choreograph dance moves to the song and compete in a month–long nationwide Streamyx virtual dance challenge. It was promoted online and at colleges and cybercafes. The top ‘dancers’ slugged it out on the final day marathon, live on Streamyx broadband infrastructure.

Result
More than 1000 ‘avatars’ uploaded videos and created a massive buzz through blogs and social networks. TM – Streamyx broadband sales went up by 16%, closing at highest in 2009.

2010 | |

Bring on Your Moves with F&N Freestylz

Advertiser: F&N Interflavine Pte Ltd
Brand: F&N Fun Flavours
Creative Agency: -
Credits: Chew Kagee (General Manager), Chai Yen Yen (Associate Director), Yvonne Lau Li Chien (Senior Planner), Siti Zaifida (Senior Buyer), Quennie Tan (Assistant Manager, F&N Interflavine Sdn Bhd), Kamal Kadir (Account Director, Bates 141)

TV - Bring on Your Moves with F&N Freestylz

Challenge
In a competitive soft drinks category, winning amongst Youth was key to growth. F&N Flavors was still perceived as a Tween drink by some in a shrinking market. It needed to re-inforce an edgy, Youth image with street credibility, while staying true to its DNA of being a ‘fun’ drink.

Solution
In 2009 Dance reality shows were becoming big among the youth. So, we decided to choose Freestyle Dance as the platform for them to express themselves. 8TV was the perfect partner and was formally declared ‘friends of F&N’. F&N Freestylz ‘Show Your Moves’ contest was born. We co-opted all 8TV youth programs, got their celebrity hosts involved to show their moves, their production teams etc to create on-air buzz and excitement.

Execution
8Quickie, Chopp! and 8 e-news invited youth to join. Celebrity freestyler judges appeared on 8TV shows to invite their fans to Bring It On. A string of 8TV celebrity hosts were hijacked to Show Their Own Moves on TV and add fuel to the fire. Special TV bugs were sprinkled inside several programs. Freestyle roadshows footages were blasted to build momentum further. Finally the Grand Finale broadcasted a breathtaking battle of ultimate cool.

Result
Youth across Malaysia moved to F&N’s rhythms. In just 4 months of campaign, Spontaneous Brand awareness grew 12% to achieve its highest since 2005. F&N grew its share in highly competitive category by 5% Year-On-Year to further extend its No.1 position lead.