2014

The Challenge
Raya typically represents the highest peak for Fun Flavours with advertising campaign starting few days before. For years, we avoided Ramadhan as it was impossible to “Buka Puasa” with gassy drinks. Not wanting to lose huge volumes again, we needed to make Fun Flavours relevant to Malay moms during Ramadhan.

The Solution – Insight & Idea
INSIGHTS: Ramadhan is a time for religious communal activities with people gathering to “Buka Puasa” together. And for 30 days Malay moms will be busy preparing meals that normally comprises of sweet drinks, savoury dishes and desserts, but often lamenting what to cook next. STRATEGY: Fun Flavours decided to inspire cooking for Ramadhan, showing our consumers how to prepare a complete meal of firm favourites during the holy month. We had to demonstrate that Fun Flavours can be more than just a gassy drink, but also an important element for preparing dishes and desserts. Most importantly, it can be a drink that is easy to consume after a whole day of fasting. IDEA: Instead of just sponsoring yet another cooking programme and hoping that consumers will associate Fun Flavours with Ramadhan, we decided to create our very own Cooking show, Ini Caranya (This Is The Way). It was a cooking show that demonstrated how Fun Flavours can be used creatively and in ways they never thought possible, not just as Ramadhan drinks but for food preparation too.

The Execution
Working with Media Prima, we engaged the popular Chef Ismail, who Malay moms love to watch and follow. Chef Ismail took viewers on a journey of cooking discovery, teaching them how to prepare Ramadhan drinks and meals. In one episode, a stressed Diyana had to impress her future mom-in- law with a “Buka Puasa” spread. She bumps into Chef Ismail in the supermarket who offered help and they start shopping for ingredients including the all-important, F&N drinks. At home, Diyana was thought how to prepare “Acar Buah” with F&N Orange & “Therapy Cocktail” with F&N Ginger Ale. Keeping to the integrity of the story-flow and yet making F&N the hero,we were mindful not to be blatant. Product placements were strategically and seamlessly planned. For viewers who missed the show, they were still able to prepare F&N Ramadhan drinks via the easy-to- follow instructional TV guide. This 30 minute programme was anchored on TV3,over four Mondays at 5pm. To strengthen our connection, we intentionally chose the 5pm slot, catching moms just before “Buka Puasa” cooking preparation.

The Results
Spontaneous brand recall surged by 4% to 83% vs same period last year. In just 4 weeks, consumption increased by staggering 42% vs same period last year. This had eventually led to increase in sales by 7%. All in all, this integrated effort did not only managed to get F&N Fun Flavours back in touch with its core Malay segment, it had also successfully injected humour and spread cheer across 2.48 million Malays nationwide.

The Challenge
F&N Fun Flavours was under attack by an influx of health-oriented drink options and this had threatened the brand at various levels from Awareness to Penetration to Sales. The challenge was to rethink the brand’s approach to reignite our core Malay drinkers.

The Solution – Insight & Idea
INSIGHTS: Survey revealed that Malaysians are working more compared to other countries. Hence, they are constantly looking for a good laugh to relieve stress. STRATEGY: We know that comedic genre was highly popular among Malays because of the success of programs like Raja Lawak. Hence, the mission was to inject humour back into people’s lives. But we didn’t want to merely sponsor an existing prank show, we wanted to involve the consumers. IDEA: In the hands of the media agency, this ultimately led to the inception of F&N Fun Flavours Ultimate FUN Kit – the nation’s first ever, DIY Prank kit. The idea was to put consumers right at the heart of all the action, executing their hilarious prank suggestions on-camera for a light- hearted, humor-infused experience. We provided consumers with the tools and platform to carry out the pranks, capturing the most humorous highlights in a top entertainment TV programme. In association with Media Prima, we successfully worked with their TV Hosts who were actually popular Radio DJs as well. We seamlessly brought together TV Hosts and consumers to co-create an entertaining and engaging content. Consumers were also the actors, and their unsuspecting friends and families became the “victims”.

The Execution
In the pursuit of Fun, we identified HotTV, a top entertainment TV programme hosted by fun-loving HotFM DJs to anchor our campaign. For 3 weeks, the TV Hosts / DJs drove participation enthusiastically on the programme. They asked viewers if they knew of anyone who needed a little cheer and how they planned to prank that person. Then we worked with selected winners to bring alive the prank. In one of the prank, a young man and his friends drove to a cafe. Whilst enjoying teh-ais, an F&N “game crew” comprising popular actress, Neelofa set up a game booth around his car. Imagine his surprise to find his car wrapped bright orange, decorated with F&N products and was given away as the game’s main prize! The initial shock experienced by the poor guy quickly changed to a fun surprise with laughter all around. All winning pranks were later aired on prime time on HotTV for all to enjoy!

The Results
All in all, this integrated effort did not only manage to get F&N Fun Flavours back in touch with its core Malay segment, it also successfully injected humour and spread cheer across 3.13 million Malays nationwide. Spontaneous brand recall surged by 5% to 80% vs same period last year. In just 4 weeks, consumption experienced 73% vs same period last year. This had eventually led to sales growth by +82%.

The Challenge
A prominent Hong Kong based watch brand Solvil et Titus that is popular amongst Chinese charted its course to go after Malays. Malays had little or no awareness towards the brand. There was also no culturally relevant materials to latch on to engage them.

The Solution – Insight & Idea
INSIGHT: Malays are hopeful romantics. Love plays a very important role in their lives. Any occasions that allow them to celebrate their love journey are taken seriously. The watch is a very important item to have as a couple because it underscores and symbolises “timeless love”. It is not at all cliche. STRATEGY: Humanize the brand through real conversations, authentic content, and active engagement to influence purchase decision. Emotional connection is supremely important to engage down to earth Malays and to drive awareness and advocacy amongst them. IDEA : Marry Solvil et Titus with Malays through celebration of their life milestones – engagements, marriages, or having the first child. Media agency recommended a sponsorship platform to build the brand through “Romantika” a programme that highlights lives of A list celebrity couples who recently celebrated their love journey. Time is Love was integrated into the storyline, each story customized to the featured celebrity.

The Execution
We found that Astro Ria mapped our audience profile perfectly with the right affinity and income distribution. Solvil Titus sponsored the entire season of Romantika, where 13 A list couples were featured. Power couple Linda & Beego, reminiscensed their past and shared a secret no one knew about. Their symbol of love is indeed Solvil Titus, a special gift she received from Beego many years back and is still treasured today. In that particular episode, their emotions heightened when reminded of their loving past. One episode featured Fouziah Gous, a top local model on her pre wedding photo shoot wore Solvil throughout and picked up by paparazi even before the telecast of Romantika. The photos set talk shows and entertainment sites ablaze. Another couple – Hattan & Arianie renewed their marriage vows wearing Titus as symbol of love. Real, inspiring stories complemented Solvil Titus perfectly. Creative vignettes were produced using exclusive footages from Romantika and used as TVC, perfectly relevant to the Malay audience.

The Results
Consumers were love struck. 400,000 viewers were reached and offline buzz were generated when inspiring stories got picked up by media publishers and entertainment sites as content. Sales of Solvil et Titus improved 17% vs the same period last year. 9% of watches sold were specifically featured in Romantika.

The Challenge
100PLUS was under pressure like never before, with market shares stagnating and awareness declining due to competitive steroid budgets. Youth craved new experiences and, hence for an old brand, the struggle to stay relevant was apparent. We needed to reinvent 100PLUS whilst embracing the brand premise of “Active Lifestyle.”

The Solution – Insight & Idea
INSIGHT: In Malaysia, being active had become more about earning bragging rights by posting pictures and various updates about the ‘twice a year Gym Trip’ or the ‘once a month run in the park’ rather than actually being active regularly. STRATEGY: We needed something new to entice and encourage consumers to lead an active lifestyle, whilst still giving the bragging bravado which comes with gyms and marathons. With almost 100% penetration of smartphones within our target audience, we decided to launch an exciting and unique platform that allowed consumers to exercise anywhere and anytime propelled with social peer pressure and social bragging. IDEA: The media agency recommended and executed the 100PLUS Private Pocket Trainer, a world’s first, that enabled ‘bite-sized’ exercises to be done at consumers’ convenience. This unique app was designed to be cheat-proof and this made it feel as though an actual trainer was present, pushing them harder. The 100PLUS Move mobile app gave them the same status value as going to an actual gym would have. In return, we gave them social badges which they could share with their friends on social media to increase their social status, all while embracing an active lifestyle.

The Execution
This specially designed mobile app was developed with the unique use of the Gyrometer and Accelerometer. The Gyrometer accurately detects body coordination whilst the Accelerometer detects speed and motion. The platform provided consumers with bite-sized exercise moves which could be done anytime, anywhere and could be downloaded on all smartphones. Kick-starting the brand experience, players registered as 100PLUS Facebook fans. Next, they scanned the 100PLUS logo from cans or bottles, ensuring incremental sales. Once consumers started the app, they had to complete four challenges (Shoulder circles, Squats, Jumping Jack & Tuck Jump). To spice things up and introduce the social sharing aspect, users were awarded cool badges like “Gym Rat”, “Sir Sit Slot”, “Frog Prince” and “Jack & Jill” among others. Players competed for these coveted badges over 12 weeks, to be crowned weekly, monthly and the Grand Prize winners. And when you were idle for some time, users would be reminded to start exercising again! Such was the craze that we had to launch 3 additional levels after 3 weeks of launch.

The Results
The 100PLUS Private Pocket Trainer was a fantastic success, reached 88% of its target audience. Over 31,000 moves were performed in the first two weeks alone. The app downloads, sharing and social interaction generated over 23 million organic impressions. Brand imagery scores soared to 72%, blowing the competition away. Spontaneous brand recall jumped to 95% post campaign. Brand shares rose 7% in a largely stagnating category. Incremental sales equaled over 92 million 100PLUS cans!

The Challenge
In Malaysian families typically once the kid turns 6 years old, Milk consumption reduces to 1/5th of early years, and other perceived cooler food items step into the nutritional gap. Dutch Lady, leading Malaysian dairy brand, faced the challenge of increasing milk consumption among kids, and fostering milk consumption habit.

The Solution – Insight & Idea
Insight: With even 6 year old kids fasting during the holy month of Ramadhan, there was a new source of tension for mothers. They appreciated their child emulating the Prophet, but couldn’t reconcile themselves to the loss of nutritional intake their baby would go through during fasting days. Strategy: The Holy Book, Quran, highlights milk as the ‘Drink of Heavens’, culturally relevant insight allowed us to position Dutch Lady as the nutrition source for kids during the Holy Month. We understood that at this age mother’s influence wanes, and kids get inspired by their favorite celebrities, thus we worked with Malaysian Darling Mia Sara, to become a FIRST EVER fasting companion for kids during the holy month, and launched Dutch Lady’s Unique Ramadan campaign, with 30 unique videos for each day. Idea: These videos had to precisely targeted to mother and kids to Educate, Engage and Entertain them. We showed them in a strategic, Contextual, multiscreen optimal, Ramadhan stage appropriate and Day part bound manner for maximum impact. We decided to use a complex and rigorous video optimization via our RTB platform and make sure the complete story of Mia Sara is told to every mother in our TA.

The Execution
EVERY DAY a new video was released online to coincide with the ‘Sahur’. Contextually placed over kids content and festive songs we ensured that Moms and Kids were watching it together. Through REAL TIME OPTIMIZATION, on an hourly basis, we understood the viewing pattern of moms. We ‘cloned’ the moms who watched it beyond 50%, we then adserved the ‘clone pools’ to continuously improve conversion. With a frequency cap we ensured that those who were not interested do not see it. The audience clone pool was RETARGETED with the next days video with precision to ensure that she doesnt drop off from the story. When a mom who has not seen the earlier videos came into the pool mid way through the campaign, we REMARKETED the earlier videos to her via SEQUENTIAL TARGETING so that she was able to be upto date with the story of Mia Sara. This ensured that they saw cute Mia Sara partner their child throughout the Holy Month, and kids enjoyed the fasting with their favorite child celebrity.

The Results
Campaign reached 93% of Muslim mothers with more than 3.8 million highly targeted UVs and at massive engagement view rate of 34% Viewrate. Our campaigned turned moms worries to sales. 15% incremental sales from first time Dutch Lady Users and 16% sales coming from competitor users. The ‘Drink of Heaven’ Sales volume increased by 8.5%, which is commendable considering 70% of the country was fasting and there was general decline in sales across F&B category.