2016




2016 | |

It Takes Guts to Say Yes

Advertiser: Dutch Lady Milk Industries
Brand: Friso Gold
Creative Agency:
Credits:

The Challenge
With parents focused on academic excellence, Infant Formula Milks brands which promised to turn kids into next Einsteins became a mother’s default choice. With high clutter and lack of consumer traction FrisoGold was struggling in the market. Our challenge was to differentiate & build relationship with mothers leading to sales.

Insight, Strategy and the Idea
Research shows that on an average day, a toddler hears ‘NO’ 400 times. We understood that this excessive reliance on the word stems from mothers’ fear for her child’s safety and well-being. But repeated use of the word NO meant that kids were missing out on unique experiences which helps shape up their personality. Through ‘Mom-festo’ – Friso sought to break through moms’ first instinct to say ‘No’. Everytime when they say “no,” moms need to realize that negativity can breed resentment or plant seeds for future rebellion. “Yes,” on the other hand, opens up trust and creativity. The goal is to bring out moms’ mental strength to tune out negativity and to discover the Power of Yes. Your child is the sum of her mother saying ‘Yes’, and to bring this to life – FrisoGold embarked on a first-ever ‘Mom-festo movement’ to showcase the POWER OF YES to Malaysian moms. We collaborated with two famous Malaysian Moms, Ngai Yuen and Liz Yahya to demonstrate the POWER OF YES through their 4-week transformation, use their experience as catalyst to spark the movement across Malaysia.

Media Execution
Typically, Malaysian mothers are clustered distinctively into two groups – ‘No-time’ moms and ‘Over-protective’ moms. We zeroed in on two celebrity moms who were willing to be put to the 4-weeks grueling test to re-evaluate their parenting style. Can Ngai Yuen (‘No-time’ mom) say yes to spending more time with her kids? How would Liz fare as she tried to shake off her Over-protective mode, learn to let go and start saying Yes? The social experiment brought sudden realization to both moms, when they say ‘yes’, they are actually giving their children the chance to enjoy new experiences. We seeded the videos online and rallied Malaysian moms to rise to FrisoGold’s challenge and experience the Power of Yes. Smart retargeting ensured mothers saw all videos sequentially. They were then progressively retargeted with Friso’s product proposition of aiding healthy child development and experiential learning and invited them to sample Friso. Thousands of moms responded and shared their transformation journey, including activities that strengthened the bond between mom & child. With positive responses, Friso Gold went beyond to activate an experiental event, lined up with the activities that were crowdsourced from moms. We further cemented the Power of Yes ideology through a specially orchestrated placement of newspaper ad next to a strong editorial piece on Power Of Yes movement.

Results and Effectiveness
The campaign resonated so strongly with Malaysian mothers, 98% of Friso Gold mothers were happy with our products. We exceeded conversion targets by 512% in sample requests, resulting in tremendous uplift of 20% of market shares in a stagnating market.

2016 | |

How we got a Western fastfood brand to sell an authentic traditional dish

Advertiser: QSR Stores Sdn Bhd
Brand: KFC
Creative Agency: -
Credits: -

The Challenge
With competitors like McDonalds launching traditional flavours like CoconutGulaMelakaMcFlurry, KFC’s traditional Malay consumer base was eroding (top-of-mind & visits). To counter this, KFC launched the traditional Malay dish of AyamMasakMerah as a Rice Wrap. Our challenge was to convince Malays on authenticism of taste. Who would believe that KFC could create an authentic AyamMasakMerah?

Insight, Strategy and the Idea
In blind taste tests, our AyamMasakMerah was on par with those bought from warungs(stalls) but once revealed, respondents had trouble reconciling the brand KFC with the traditional dish of AyamMasakMerah. Because, Malays know that the best local food isn’t found in fancy restaurants. However they were willing to try new places if they saw a favorable review by an influential foodie. Hence we decided to tap into influential foodies across the country to talk about how authentic tasting our AyamMasakMerah was, all wrapped in a modern format.

Media Execution
We decided to work with Naz from Jalan Jalan Cari Makan because his show draws in 650k in average. Considered to be the ultimate food guide for Malays, a nod from Naz can turn even the remotest warung into a popular dining destination. Having a Jalan Jalan Cari Makan sticker of approval, is the mark of delicious food for any restaurant. In the AyamMasakMerah episode, we got Naz to find the best AyamMasakMerah warungs and compare them to KFC’s version. His mission took him to various gerais, warungs. After traveling the breadth of the country, Naz concluded that KFC’s wrap provided a culinary experience that was just as good! He then gave his sticker of approval to KFC.

Results and Effectiveness
Significant improvement against Malays with a massive 40% increase / 10 points jump in top-of-mind, our highest in 3 quarters, contributed by young working Malays. Volumetric visitation increased by 3%, migrating from once per month to twice a month!

2016 | |

How KFC stole a burger-march on McD’s using real time data

Advertiser: QSR Stores Sdn Bhd
Brand: KFC
Creative Agency:
Credits:

The Challenge
It’s been difficult for KFC to get Millennials to try their burgers, with McDonald’s dominating brand love. Most KFC burger innovations aren’t attention-grabbing and the brand simply wasn’t “I’m lovin’ it” hip. We needed to do something different with the launch of the Hot and Cheezy burger.

Insight, Strategy and the Idea
Malaysian youths are fickle foodies thanks to the variety in our cuisine. Just like our changing habits when it comes to food, we had to develop a campaign aligned with what the younger generation liked to view online. But, Millennials are likely to just ‘click’ their way past the mundane. Using programmatic technology to create and distribute brand messaging in a millennial-relevant manner, we developed a campaign that ‘clicked’ with the younger generation.

Our idea: A Hot & Cheezy burger who flirted with Malaysians on YouTube by spouting cheesy lines related to the video currently being watched.

Media Execution
Using data supplied by Google, we create about 10-20 micro videos a week to mirror the top 25 trending videos across 10 categories on YouTube. If you were watching news about Malaysian politics, Hot & Cheezy would ask you to be his Minister of Home Affairs. If you were watching a replay on the online game DOTA 2, he would ask if you were Necrophos (an in-game character) because you are a heartstopper. This was a pioneering effort where we used real-time data to create and distribute content to our audiences. We leveraged on the most popular trending video searches like Adele’s Hello, Lee Chong Wei playing against Chen Long, dialogues by Southern Indian star Rajinikanth, cute cat videos, and more. On Facebook, Hot & Cheezy also personally responded with cheesy lines to fans who had nice things to say about the burger on the KFC page. Even our newspaper ads were programmatic. Hot & Cheezy also appeared in various sections of the newspaper, again with specific cheesy lines tailor-made according to the different sections of the paper: sports, metro, lifestyle, world news, and business. Hot & Cheezy also appeared as his flirty self on Tinder (dating app popular among millennials). Hot & Cheezy called out to users to ‘swipe me right’ with its infamous cheesy lines. Matches on Tinder led to a ‘date’ where big interactive screens allowed the public to chat live with our burger.

Results and Effectiveness
Millennials watched. Viewing completion rates touched 35%, breaking Google Malaysia’s record for pre-roll viewthrough rates. The average view rate for any pre-roll campaign in Malaysia prior to this was only around 17%! They shared. Despite it being a programmatic campaign, millennials loved our videos so much they shared and talked about it. We managed to get, on average, 4X more organic views that previous KFC Malaysia videos. Some videos hit as high as 37% organic views! They visited. 13% more customers visited KFC during the campaign month, the highest in 40 months! KFC’s TopofMind recall increased by 45% to 62% from October 2015 to December 2015, the highest ever! More importantly, they bought. Sales increased by 16% week-on-week, and outperformed targets by 50%! This campaign was awarded Campaign of The Year by FOMA.