2016




2016 | |

Malaysia’s first lunchtime radio delivery service

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

The Challenge
To remain current, KFC needed redefine their modern classics. So, KFC launched the Zinger Rice Wrap, a combination of Malaysian staple food items in a modern wrap. Our challenge was to showcase the Zinger Rice Wrap as the perfect on-the-go lunch option for busy Malaysians.

Insight, Strategy and the Idea
Malaysians are the world’s 4th most productive workforce, meaning that they often skip lunch. The Zinger Rice Wrap was the perfect product to target young working adults who skipped lunch, due to its on-the-go format. Radio was identified as the key media touchpoint because it was the most highly used medium during work. We therefore decided to create Malaysia’s first lunchtime radio delivery service using social media!

Media Execution
Partnering with OneFM and FlyFM, we ran radio spots advertising our lunchtime delivery service for the Zinger Rice Wrap. Knowing that they were extremely busy, we made ordering easy too. All they had to do was post a selfie and tag #KFCMalaysia and #GrumpyNoLunchFace on Instagram. Someone from KFC would DM them to confirm their order and out it went via the radio cruises. So while they were stuck in the office, KFC and the radio cruisers scrambled around town to deliver fresh Zinger Rice Wraps to their workplaces.

Results and Effectiveness
We saw an immediate 3-point jump in ‘easy to eat on the go’ attribute that has been stagnant for 2 quarters! The attribute ‘for place in between meals’ improved by 6 points and bringing ‘innovative brand’ up by 7 points vs last quarter! Performance from Central region jumped by 10 points, highest in the past 4 quarters. As all age segments improved especially working adults, P3M visitation increased by 9% against a declining category.

2016 | |

How #PakcikPower Reignited Passion For Malaysian football

Advertiser: Telekom Malaysia Berhad
Brand: TM
Creative Agency: -
Credits: -

The Challenge
The Malaysian football league has been scarred by poor performances. Poor governance by management and constant political bickering has driven a huge divide amongst the fans in Malaysia. TM as the corporate sponsor needed to bridge this gap and reignite the passion for Team Malaysia especially on social.

Insight, Strategy and the Idea
Malaysian football fans used to be crazy about Malaysian teams since the glory days of the Liga Semi Pro in the 80s. Now, they relate better to foreign teams thinking of them as superior. It was important to show that our players are just as good as the European football gods to reignite their passion for Team Malaysia. Introducing the #PakcikPower social experiment, where 4 Malaysian football superstars disguised as pakciks challenge every day Malaysians at local futsal courts to a friendly game. At first, the Pakciks seemingly don’t have the skills, but as the game picks up, they outplay the public. Finally, we reveal who they are, surprising everyone around them.

Media Execution
We organized #PakcikPower Roadshows in Selangor, Pahang, Johor and Kelantan where our 4 players are from. These Pakciks would challenged the public to mini futsal matches and the winners would get prizes. After the game, they would reveal their true selves and bring the rest of Team Malaysia to meet and greet. We created videos from the first roadshow and blasted it on YouTube and Facebook. We spread them via influencers/KOLs, Dark Networks and of course organic video captures to drive footfalls for the rest.

Results and Effectiveness
Team Malaysia social assets obtained 35,000 organic fan growth. Total video views were at 3.4 million comprising of 1.5 million organic views. For a total of 4 locations (Kelantan,Selangor,Pahang & JB) we managed to hit 3,950 crowd turnout. TM sales conversation rate achieved at 45% than target where Overall media ROI is at 2.6.

2016 | |

Mickey & Minnie Welcome Kids to Cinema

Advertiser: Dutch Lady Milk Industries
Brand: Dutch Lady Kid & School
Creative Agency: -
Credits: -

The Challenge
Dutch Lady’s Kid & School variant faced stiff competition from Milo. With competitor’s massive budget, we were hard pressed to find alternate touch-points to engage with moms & kids to gain market share.

Insight, Strategy and the Idea
A child’s best friends outside of school are his favorite cartoon characters, every child wants to be friends with Mickey & Minnie. DutchLady’s partnership with Disney provided us a unique opportunity to make this dream of Malaysian kids come true. But we still needed to find a relevant touchpoint to bring DutchLady’s Disney partnership to life, and TGV’s latest offering on Family Friendly Cinema (FFC) gave us the right platform. We realized that movie watching experience for parents with kids is tough experience, with kids often crying, needing diaper change or feeling scared of the dark theatre, TGV’s FFC was a dream come true for parents. Our Idea was to reinvent the ordinary experience of parents watching movie with kids with Disney magical stardust sprinkled on it.

Media Execution
We had strategically selected 5 of TGV’s theatres in Malaysia to be transformed into a mini playground. The usual boring and dimly lit hall ways were revamped into vibrant & magically Disney-themed hall ways. Parents and kids were welcomed by life-size milk boxes litting the hallway and Mickey & friends lining the walk as they are make their way to the designated halls to watch their favourite movies. Kids and parents alike were surprised by the sudden transformation and kids jumped around in joy as savored various flavors of DutchLady’s Kid&School variant.

Results and Effectiveness
Campaign reached a total of 14,686 patrons consisting of only parents & children. At any point in time, parents were exposed to a 180-minute exposure of brand presence in the cinema, totally captive audience. This contributed to brand shares increase by 0.5% in just 1 month!

2016 | |

How Tune Protect ‘Protected’ a Newspaper from Everyday Tragedies

Advertiser: Tune Insurance Malaysia Bhd.
Brand: Tune Protect
Creative Agency: -
Credits: -

The Challenge
Malaysians have the perception that Tune Insurance offers only TRAVEL insurance due to its association with AirAsia as their official insurance partner. In reality, Tune Insurance is a full-fledged company offering a wide product range – like the big players do. We needed to change this inaccurate perception.

Insight, Strategy and the Idea
2015, Tune Insurance embarked on a business strategy and name change to Tune Protect. Rather than competing with the big boys, Tune Protect identified gaps in the market and decided to sell insurance as an everyday product. The fundamental change – new products covering common Malaysian ‘tragedies’ like loss of belonging from snatch and home theft, even pet insurance. Media agency recommended to bring alive this brand proposition through an everyday medium – the humble Newspaper. But what tragedy would befall a newspaper? Why, getting soiled of course, as one has their morning coffee! If we can protect that, surely we can protect everything else!

Media Execution
In line with the new proposition ‘Protecting People Against Everyday Tragedies’, we decided to protect the Newspaper from possible tragedies! We partnered with The Sun, Malaysia’s highest circulated free English newspaper and leveraged on their wide distribution channels: offices, convenience stores, transit stations, and restaurants – places where coffee most likely spills. We created special transparent zipper storage bags and packed the newspapers individually. On the front, a coffee stain created an illusion of a soiled newspaper. The headline on the bag called for readers to find out more and upon unwrapping, we displayed possible everyday tragedies we could protect them against.

Results and Effectiveness
Our creative newspaper campaign generated huge online buzz and reached an estimated 583K brand TA of PMEBs and White Collars. Interest in Tune Protect and products soared as website traffic increased 28X during campaign period. Average Monthly Policy sales increased 944% whilst Total Sales increased 359%.