2014

The Challenge

Households with UniFi/Streamyx have HyppTV service which viewers do not tend to switch on as they already own ASTRO decoders amounting to a loss for TM in terms of audiences and revenue. The challenge was to win back HyppTV audiences from Astro.

The Solution – Insight & Idea

Insight: By the sheer number of years for which Astro has reigned over the Malaysian households as the primary source of entertainment, it has become a kind of household habit for most Malaysians. Whenever they think of entertainment, they tend to assume Astro to be the best and only source. Strategy: HyppTV had to plant the idea that there is a better and alternative option for consumers and it is readily available in their homes. It was important to break the habit by triggering dissonance in the mindset of users by using the Astro programming and hijacking it with a view of HyppTV’s fresh content options. Idea: What if we used Astro to beat Astro? Using ‘content mirror based,smart media scheduling strategy’ on Astro, an orchestrated attack was launched to hijack the Astro content showcase with HyppTV messages. Targeting content affinity viewer clusters, HyppTV’s mirror content of the same genre was showcased to the viewers. The viewers would then be exposed to a whole new and exciting world of HyppTV content,even while they are watching Astro.

The Execution

A two pronged approach was deployed to make audiences switch their HyppTV sets. Disrupt: We targeted viewer clusters and went after ASTRO’s own content by introducing guerilla Ad placement. HyppTV content ads were showcased within ASTRO’s main programs. One of the top rated programs in ASTRO was The Voice, where we placed ads for HyppTV’s X Factor, knowing well that the viewers of Voice are the ones who would want to watch X Factor as well. We achieved 75% prime time segment reach against the total programs, and by the two pronged approach managed to entice audiences to start considering HyppTV as an appealing entertainment platform. Remind: HyppTV content was strategically placed within high viewership programs for to place the idea of entertainment content available on HyppTV. One of the examples was to use HyppTV BPL content snippets within the sports news segments. So essentially, Astro viewers were made to watch HyppTV’s exciting content on Astro, but in a limited manner, to tease them with the appeal of HyppTV.

The Results

The strategic placements successfully reached more than 78% of total TV viewers at a frequency of 19.1. The campaign reached 67% of the viewers more than 3x and exceeded the sales by 48% and 70% contributed to the new installation.

The Challenge
With Matt Damon starrer ELYSIUM, Sony Pictures wanted to reach out to audiences beyond the typical Sci-Fi buffs. With several highly anticipated movies lined up for release around the same time, our challenge was to reach out and entice cine viewers beyond the Sci- Fi lovers, and maximize incremental ticket sales.

The Solution – Insight & Idea
Insight: Malaysians are inherently social media activists and highly opinionated. They desire a utopian state of being with specific grouse on traffic, weather, pollution, real estate prices, etc. They love to evaluate their current state and often voice out how they could be a lot better. Media agency proposed to tap on this deep Malaysian desire for utopia, to pull them into theatres to watch Elysium- a place where everything is better. Strategy: Media Agency proposed to convert the ‘COMPLAINTS INTO TICKET SALES’ strategy, which involved identifying all areas of discomfort and juxtapose them with Elysium, to create desire and hence ticket sales. A multi-media approach was proposed to target timezones and content where the pain points were talked about the most, contextualizing the ‘promise of a better place i.e. Elysium’. Idea: A day in the life of a Malaysian was mapped where different times had different media exposures and respective pain point discussions. Through research, the top pain points were identified and mapped with respect to each media platform and daypart. Elysium attacked all those moments with the promise of ‘it’s better up there in Elysium’. By placing such strong contextual message, curiosity about Elysium was created.

The Execution
With Malaysian capital Kuala Lumpur ranked #7 in world’s most dangerous cities, there was need gap for the common Malaysian, they desired safe living, quality amenities and confidence to go out without any fear, the very things Elysium stood for. Media Agency recommended launching the Elysium, like a new property launch. Safe haven, with first world amenity, BOTs for protection, clean air and no traffic. We strategically positioned our ad in the property section of the newspaper title relevant to our target audience, with reader spending average 40% more time on property section versus other we had rapped attention, our promise of “It’s Better Up There” and claiming it to be “THE BEST PLACE TO LIVE…”, we successfully communicated Elysium launch to an unsuspecting audience and were able to arouse curiosity around the movie.

The Results
The campaign reached 60% of target audience, as Elysium became the #1 movie on the Malaysian box office for the first 2 weeks. Movie grossed more than US $ 2 million within few weeks beating targets by 34% and outperformed a similar genre big budget movie, Vin Diesel starrer Riddick’s opening week collection.

The Challenge
With Malaysian woman’s fascination for fair skin, the beauty and skin care category was highly competitive and cluttered. Amidst the din of several players with new News every year and RM 740 Million spent annually, our challenge with limited budgets was to make Johnson’s OxyFresh launch distinct & buzzworthy.

The Solution – Insight & Idea
Insight: We knew that at the base level women would love it if they could have a spa like treatment everyday, for their skin, inclusive of face masks etc. However, as it was not feasible they sought alternate options for their everyday use. We also understood that OxyFresh’s unique gel based formula, re-hydrated skin, and leaves one with a feeling akin to that of “Peeling Off A Face Mask”. Also Women are happy if their skins feel refreshed and re-hydrated, but a discount voucher makes them even happier. Strategy: Limited budgets forced us to completely re-imagine a beauty product launch. Closing the loop of awareness, brand engagement and trial in one smooth move. An idea was needed to select a media and mechanics which could do all this in a short time. Idea: The ubiquitous OOH wall at the KLCC tunnel walkway emerged as the medium of choice with right target and imagery fit , with 240,000 women using it during any given day. We decided to surprise them with an interactive non- digital OOH experience like no other to make them experience the happiness after peeling off the mask.

The Execution
All the women were teased with a question on the wall “what do Malaysian women love?” and one of the most loved star, Scha Alyahya, invited them to find out the answer themselves. On closer look, imagine their surprise, when they realized that the wall was covered with thousands of small stickers which could be peeled off and we didn’t stop there. Each of the stickers was a special voucher which could be redeemed at the close by store for their very own OxyFresh pack! Now you can imagine how the enthused and curious women would have peeled off vouchers, it was quick even though they only took one each. Each voucher peeled revealed a new message behind the massive wall. With many thousands turning happy in a short time the message was revealed. “9/10 Malaysian Women Loved the Refreshing and Re-hydrating effects of OxyFresh”. The same effect was replicated on Facebook too. Receiving tremendous response and huge buzz around the activity.

The Results
The campaign message reached 1.3 Million women, and was an instant success with intrigued women peeling off more than 6000 vouchers within a couple of hours. 28% vouchers were redeemed 5.2x times the industry benchmark for redemption. Sales increased by 26% during the campaign period, and JBC got the highest market share of 9.9 beating previous high by a wide margin.

The Challenge
F&N Fun Flavours had just launched its new positioning ‘More Fun Together’ and we needed amplify and bring alive this new proposition. To increase consumption, we needed to communicate and remind consumers that we had more than just the popular Orange variant. Instead there were 7 other amazing variants.

The Solution – Insight & Idea
INSIGHTS: Come year end, Malaysians generally gear up for a time of festivities and celebration. And no celebration is ever complete without festive drinks! Malaysians often serve-up and toast with mocktails and various drink concoctions. STRATEGY: With our new positioning of ‘More Fun together with F&N Fun Flavours’, it was the perfect occasion to remind consumers and strengthen our message. We aimed to turn F&N Fun Flavours from just another drink into an integral part of year-end festive cheer by showcasing the wonderful mix of mocktails that can be created with the 7 different variants – Orange, Strawberry, Grape, Ice-cream Soda, Sarsi, Clearly Citrus, Tonic and Soda Water. IDEA: Working with HotFM & FlyFM, we went On-ground with the Radio Mixologist crew, demonstrating to consumers how easy it was to create the many amazing mocktails to toast the year-end celebrations with via the ‘Fun-Mix’ game! Supporting the On-ground campaign, was a On-air contest that listeners had a fun time guessing the songs that had been mixed-up with Fun words.

The Execution
Working with HotFM & FlyFM and leveraging on their natural on- ground attraction, our F&N ‘Mixologists’ demonstrated to almost 2,000 consumers in 132 locations, how simple it was to create different mocktails using the eight F&N Fun Flavour variants. Amongst the mocktails that were promoted were ‘Yellow Submarine’, ‘Jazz it Up’ and ‘Awesome Surprise’. We strategically made the game easy, so that consumers would not think that the drink preparation was complicated. Our Mixologists would show them boards that had 4 different ingredients and participants had to guess 3 of the ingredients that go into preparing the mocktails. In the ‘Yellow Submarine’ board, the ingredients shown were Ice-cream Soda, Tomato, Pineapple Juice and Tapioca. If the participants correctly names Ice-Cream Soda, Tomato and Pineapple Juice as the 3 ingredients, they would walk away with F&N drinks to experiment with!

The Results
F&N Fun Flavours had successfully spread cheer to over 1.78 million Malaysian youth. Over 2,000 people interacted with the brand on- ground. In the end, close to 1,800 cans of drinks were sampled over the course of four weeks. This campaign was so successful that brand recall increased by 3% to 94% vs same period last year. Above all, sales grew +41% in less than one week into the campaign.

The Challenge
Brand’s Bird’s Nest, a beauty drink,was popular with older Chinese women but not with younger ones – resulting in loss of market share. We needed to connect with 2 extremes – the younger and older Chinese women. Budget was limited, so we had only one opportunity to make it right

The Solution – Insight & Idea
Insight: In a typical Chinese family, moms and daughters rarely said ‘I Love You’ to each other. Instead, they would show love in many other ways such as cooking favourite dishes, giving birthday gifts, spending time together and that was all. It was ironic as saying ‘I Love You’ was the simplest yet most powerful gesture of love. However, it was the least used expression of love. Strategy: BRAND’s Bird’s Nest decided to break this barrier and bridge the gap between moms and their daughters. Bird’s Nest became the catalyst for daughters to express their love for their mothers. Idea: As we had a limited budget, we had to reach them at the right context, with the right content and the right medium. There was no room for wastage. The Media Agency masterminded a national movement of Chinese daughters saying ‘I Love you’ to their mothers strategically weaving the right medium-Radio, the right context-Mothers Day and placement in the right timing and content to bring this to life. We empowered chinese daughters to express their love to their mothers, very likely for the first time ever and in public and exchange the most symbolic gift of this love, Bird’s Nest.

The Execution
We crafted a strategic partnership with 988FM the highly targeted channel for our TA. We first set the stage by driving awareness of Brand’s Bird’s Nest as an ideal Mother’s Day gift targeting specific day parts leading up to the Mother’s day. This was further reinforced when we engaged listeners with a live Mother’s Day dedication, where call-ins would be meaningful and touching as Radio DJs would call up the participant’s mom on the spot so that the participant could publicly express her love to her mom LIVE on radio. It was a very touching moment. One of the participants told her mom, “I want to thank my mom for taking care of me for 24 years. She has always been there for me, supporting and encouraging me. Mom I love you. Happy Mother’s Day”. Her mother, so touched by the public display of love, said, “I feel like crying, I’m so touched…“ At the end, to complete this expression of love for moms, each participant’s mother was awarded with a Brand’s ‘Bird’s Nest’ hamper.

The Results
The odds were against us as we tried to change something that had existed for years amongst the Chinese community. But it worked! We had a whopping 5.9x Sales ROI with 300% increase of sales vs last year, which was incredible. More importantly, we encouraged 1.35 million Chinese women across the country to express their love to their moms. And for most of them, it would have been a first.