2014

The Challenge
Clean & Clear, a popular teen skin care brand witnessed continuous market share erosion, and was losing relevance with teens. Our task was to arrest sales decline, and re-stage the brand with the teens and engage them.

The Solution – Insight & Idea
Insight: Teenage is turbulent time for girls, peer pressure, academics, changing physicality, love etc are just few of the issues which teens have to deal with. Amidst all this, she finds solace and comfort in the company of her Best Friend, a friend who mirrors her life and emotions. Strategy: We decided to Sponsor Astro’s latest teen soap Sahabat. The show revolved around a group of teens and their life. The storyline was a perfect fit with C&C’s brand footprint. Our strategy was reinforce C&C’s relevance in a teen girl’s life via the usual contextual product placement but with a twist. Idea: A standard sponsorship is cumbersome process, clients and agency work together to integrate and retro fit products into storyline. A Director feels that a Product Placement though financially sound, hampers his creativity, and clients always feel that they are not getting enough $ value. The inevitable creative conflict usually results in product being introduced without context or relevance, therefore instead of feeling like a part of the script and something natural within the show, it ends up standing out like sore thumb. Media agency executed & integrated products much after the shoot was done and episode finalized.

The Execution
We used a first ever technology in Malaysia, and chose specific scenes, where we wanted to place our products. We could select exact scenes and duration, and ensure our products are seen in a contextually relevant manner, and doesn’t seem like a force fit into the script. We employed the hitherto unused technology to change the dynamics of in-show product placement. For instance we placed a C&C poster in one of the character’s room, the placement of poster worked perfectly within the environment of teen girl’s room, we were one of the posters on a wall by her bedside. The uniqueness of the placement stemmed from the fact that unlike other sponsorship where protagonists are shown holding products without context or situational requirement, our products appeared integral to character’s life. At no point did it feel forced, the script wasn’t modified neither were the camera angles decided keeping in mind the product to be shown. C&C truly integrated with the show, and made its product appear as subtly as possible, and natural teen lifestyle.

The Results
The sponsorship garnered 10.1 ROI! We successfully reached 1.042 Million of our target teens viewers. Our Facebook fan base increased by 32%. Consideration for C&C among teens reached an all time high, and the sales volume surged by an astounding 20% during campaign period!

The Challenge
In keeping with times, 100PLUS decided that it was time for a change in terms of brand positioning as well as product design. But we did not want to just stock the products on the shelves quietly for consumers to realise that the product design had changed. It seemed impersonal.

The Solution – Insight & Idea
INSIGHTS: Successful brands are the ones that involve the consumers, which make them feel like they have a stake in it. And, 100PLUS’s dominant success is due in part to the brand’s push to drive continuous engagement, with communication that connects with our consumers. And,from being a Chinese preferred brand, today its core consumers are the Malays. STRATEGY: For 30 years, 100PLUS has had such loyal consumers. We decided that in unveiling our new product design, it was imperative that we involved as many of our consumers as possible and to get them to be part of our journey for the coming 30 years together. Usually brands invite celebrities to do the unveiling as it is a special occasion. But 100PLUS wanted it to be personal and decided to let their loyalists unveil the new look rather than holding a launch event with celebrities. IDEA: Hence, the media agency proposed to have the unveiling of the new product design in the No. 1 newspaper title in the country, Harian Metro. On the day of the campaign launch, we planned a special peel-off sticker that revealed the new product designed when it was peeled-off on the front cover of Harian Metro.

The Execution
In order to stand out, the revelation of the new refreshed 100PLUS look needed to be positioned next to the nation’s top newspaper headline on the front cover. This is to ensure maximum eyeballs in a highly targeted environment. Making it possible, we collaborated with Harian Metro, the top Malay title newspaper in Malaysia. To capture the attention of the consumers, the peel-off sticker was incorporated as part of the print ad’s creative. On the surface of the sticker was the 100PLUS’s old product design. Once the sticker was peeled-off, it revealed the new 100PLUS’s product design. All of these, with the intention of creating a face-off between the old and the new refreshed look, and to ultimately ensure that the announcement of the new, refreshed 100PLUS look is known and reinforced.

The Results
With just one peel-off, more than 3.68 million Malaysians had celebrated the unveiling the new 100PLUS product design together with us. 100PLUS Top of mind score increased by 5% to 33% whilst brand imagery score rose to 68%.

The Challenge
In the past, news of MalaysiaAirlines (MAS) banning kids onboard spread like wildfire amongst parents. The bad publicity and competitive kids’ fares from LCC further reinforce their apprehension of flying with MAS, despite the superior comfort and end-to-end care that MAS can offer. MAS desperately need to win parents over.

The Solution – Insight & Idea
INSIGHTS: Flying with Kids is tough, but we knew that in stressful and trying times, all parents need to do is, conjure up their kids’ latest shenanigans which can cause maniacal laughter and temporary escape from a busy day.
STRATEGY: To launch Kids Fly For Free campaign, we wanted to invoke that blissful feeling amongst parents; hence Media Agency recommended to get kids to share their unfiltered point of view. We knew kids could run wild with their imagination and we wanted them to express their opinion in a cut through manner via Radio, a medium with high reach amongst the parents moreover typically devoid of kids chatter and laughter.
IDEA: We invited kids to the radio studio to share with all the parents in Malaysia where they would like to go. We leveraged on the kids’ innocent but genuine behavior to capture parents’ attention, their mannerism will definitely spark parent’s imagination on how happy their kids would be if they were to go on a holiday. We tactically planned for the branded talkset to be scheduled a month before school holiday, based on the 33 days average lead time from initial Trigger, to Planning and Booking of flights.

The Execution
We partnered with Mix and Sinar and leveraged the station beyond just its high listenership amongst parents, but we also strategically engaged their morning drive DJs, as they have higher affinity, being parents themselves. Kids were asked to share with the DJs over a chat, on where in the world they would like to go for a holiday and more importantly why. Needless to say the unexpected responses of “to see Superheroes!!” and “to eat what our Superheroes eat!” were full of innocent conviction. The branded talkset was first aired in the peak morning drive-time, where parents had just bid goodbye to their kids with a heavy heart and slogging through endless traffic. This scheduling provided parents the bandwidth to recall their own family trip conversations. To maximize the talkset impact, we edited it into capsule and subsequently air it across the key time belts to maximize Reach and Frequency. The brand message of Kids Fly For Free with MAS was subtlety built into the interviews and capsules, influencing parents’ perception on getting onboard MAS.

The Results
The campaign was a success amongst parents and kids alike! We have reached out to 63% of our target audience! On Radio alone, we’ve reached out 7 million parents. MAS Brand Health perception score of ‘Range of appropriate fares & flexibility’ increased by an amazing +27% and ‘Has attractive promotion’ increased by +17%! Sales of the promotions grew by a whopping 22%.

The Challenge
Johnsons Baby enjoys high awareness, but with competitors flooding the market the connection with the audience needed to be fortified. The brand needed to become an integral part of the daytime and bedtime regimes and own the mom & baby space, by being the preferred baby care partner.

The Solution – Insight & Idea
Insight: A mother’s life revolves around her little bundle of joy. There is a lot of communication that goes on between a baby and her mother, but in their unique language made of cries, gurgling noises, smiles, and eye movements. Only a mother can understand the slight difference in a baby’s cry and know exactly what she needs. She takes pride in every little accomplishment, and they exchange mutual love, even though baby can’t really express verbally. Strategy: Media Agency recommended owning the mind space of both moms and babies literally. Even though a mother understands her baby’s movement, she doesn’t understand her darling’s dreams. She wants to understand the magical world her baby enters when she closes her eyes, this desire is a reflection of her ambitions for the baby. Media Agency recommended giving words and the power of expression to a Baby’s dream, and turning those half remembered moments into stories which moms and babies can cherish forever. Idea: Media Agency proposed a unique “Baby Dream Catcher” platform, a platform which allowed mothers to re-imagine their baby’s dream and create wonderful memories out of it. Thus Johnsons Baby became an integral part of Mom & Baby’s bedtime routine.

The Execution
“Baby Dream Catcher” platform was hubbed out Facebook, and leveraged on our tremendous fanbase. We highlighted Johnsons Baby’s bedtime regime, a 3 step process which is scientifically proven to help babies sleep better. We subtly drove the unparalleled efficacy of Johnsons Baby products in a baby’s bedtime ritual. We then invited mothers to share with us what their little ones dream of, when they boarded the dreamland express with closed eyes, and open heart. The platform allowed mothers to re-imagine what their babies dream of, and they shared pictures of their sleeping angel. We then created a beautiful image with the baby at the center, and asked mothers to share what they thought their baby was dreaming about. Mothers shared their own interpretation and feelings as to what they would want their babies to dream of. It was an expression of her latent desires with regards to her baby. They could then share their baby’s re-imagined dream with everyone. Johnsons Baby thus owned the mom baby bonding moments, by decoding the secret mom-baby language.

The Results
The campaign garnered more than 5.1 Million organic impressions. Johnsons Baby’s Facebook community grew by astounding 23%, generating unprecedent brand chatter and participation. More than 3,673 dreams and interpretations were shared within a matter of days. Moms displayed their emotions and the campaign garnered 27,354 likes. With brand shares increase by 4%, Johnsons Baby reinforced itself as a mom baby confidant.

The Challenge
F&N SEASONS Green Tea was planning to launch its latest variant – Passion Fruit. The challenge was to create buzz surrounding the launch. Announcing new news was insufficient, we needed to connect and engage with young adults for this new variant to shine amidst tea choices available currently.

The Solution – Insight & Idea
INSIGHTS: Research indicates that Malaysian youth are a passionate bunch, but many don’t pursue their dreams. What’s holding them back ranges from fear of failure to simply not having the means and know-how. STRATEGY: We needed our target audience to take notice and engage with the brand. We had to creatively build an emotional connection. Hence, the strategy was to create a platform to gather potential and current tea drinkers and connect with them deep down, where their passion lies – Food, Music and Fashion. Ultimately, it was to encourage them to take the leap by reigniting their fire and inspire them to pursue their passions. IDEA: In the hands of the media agency, we launched SEASONS Tea Ministry of Passion social platform. A platform built by partnering with HitzFM radio station, where we leveraged top social influence of DJs to connect with consumers. They were our Deans of Passion – Jin was the Food Dean, Ean was the Music Dean and Denise was the Fashion Dean. Consumers were encouraged to share their passions with us and the winners were selected from the passion bucket that had the most support.

The Execution
For five weeks, we seeded and created conversations about Food, Music and Fashion around our Facebook hub. We had Jin, Ean and Denise posting on SEASON’s Facebook and their own Facebook pages on how they came about realizing their passions – Ean shared how he picked-up the guitar at 12 years old to charm the ladies whilst Jin shared that he started cooking when he studied abroad. Taking consumers on their passion journeys, we got the DJs to engage in friendly competition, where they solicited support from followers for their passion that they represented. Constant poll updates further fueled the competition. Enhancing engagement, live chats were held on SEASON’s Tea Facebook where our fans chatted with their favourite DJs about their passions, getting crucial advice on how to develop their interests. Finally, the Food Ministry won and Food Passionistas together with their friends were enjoyed a wonderful cooking experience with DJ Jin and a certified chef at a culinary school. The entire experience was shared with our Facebook fans and on Hitz’s Youtube channel.

The Results
By the end of the campaign, we inspired over 1 million Malaysian youth to pursue their passions with 395,000 organic reach alone. We sparked over 50,000 chatter and engagement on social. Within three weeks, Facebook fan base grew by 20% and people talking about this was 40 times higher than our average performance. The campaign drove volume shares up by 7.2%, a clear indication that the campaign successfully ignited the passion within the young adults.