2019




2019 | |

Eat, Play, Learn with Google!

Advertiser: Google
Brand: Google
Creative Agency: -
Credits: -

The Challenges
Google and its suite of products (eg: GoogleAds) & services (eg: Display Planner) are cardinal to an agency’s arsenal; be it for media or creative. Despite being a staple in the lives of agency folks, staying updated on the entire Google offering was a nightmare. Now, solely depending on Google representatives for that was not smart, we needed a more efficient way!

Insight, Strategy and the Idea
Acting on the insight that ‘learning is more effective when it’s tactile, rewarding and fun’, we collaborated with Google to co create a Learning Machine powered by Malaysia’s greatest motivator: Food. This meant rewarding agency folks for learning about Google products. How did we do it? We turned the ordinary office vending machine, into a smart Learning Machine that dispensed learning nuggets & snacks. A never done before or ‘even thought about before’ initiative that had ‘smart’ written all over.

Media Execution
The ordinary vending machine was overhauled to include an interactive LCD touch screen. It displayed GoogleTrends when idle and popped questions when someone interacted. As a reward for answering a question, a snack would be dispensed based on the individual’s choice. Example: When someone interacted, the Learning Machine would pop a question such as ‘What is the maximum duration of a YouTube Bumper Ad?’ This was followed by options of ’4 seconds’, ’6 seconds’, and ’10 seconds’. If the correct answer was selected, a congratulatory message was displayed along with the snack choices. Ultimately, it was about encouraging a culture of learning: delivering byte sized knowledge with bites.

Results and Effectiveness
The Learning Machine was the new water cooler. 95% of over 4,000 questions were correctly answered. Anecdotally the back & forth with Google reps dropped. In fact, there is a huge expansion plan being put in place to take this across other agencies locally and globally.

2019 | |

Little Giant Stories

Advertiser: Giant
Brand: Giant
Creative Agency: -
Credits: -

The Challenges
The Pioneer was no longer the leader: Since 1944, people were shopping at Giant. 74 long years later, the category code was being dictated by ‘potato & onion’ promotions & Giant had lost its emotional connect with shoppers. It hit where it hurts the most: footfalls, basket size & affinity scores were plummeting.

Insight, Strategy and the Idea
We analyzed 3 years of social listening data and scoured mentions around Giant and other retailers like Tesco, AeonBig and realized 2 things: Giant is a store with stories. There was one thing that clearly stood out versus the others: While our competitors were associated with promotions, we were associated with emotions. We were a store that stood for different things for different people. A place for first dates or where friends hang out, where families spend their Sunday afternoons together, a place of bravery, a kids playground where they play hide and seek in the aisles, where careers were made (Sysomos). There were also 2 main heroes across the mentions: our customers and our employees. Conversing and sharing their journey and experiences with Giant. Lets celebrate our store with stories. Introducing, Little Giant Stories.

Media Execution
We brought to life these real experiences in a master video called “Little Giant Stories” We launched the video on a YOUTUBE MASTHEAD to cast a wide net and emotionally connect with audiences. To sustain via frequency, we ran 6 second BUMPERS. We had started triggering conversations and shares. To keep the momentum going, on FACEBOOK and INSTAGRAM, we launched four 15 seconder versions of “Little Giant Stories” around themes of Hero, Love, Career, and Bravery. To spark the revival of our brand love,we partnered with a top content network SAYS (Says.com, OhBulan and RojakLah!). Giving us in roads into Malay, Chinese and English content readers. The video was hosted on the network and backed with inspirational articles on the stories featured within the “Little Giant Stories”. With Display, Social and Video, we maintained momentum online across 4 weeks. All the action that we stirred in terms of consumer stories and shares were housed on “Little Giant Stories” microsite to keep people coming back.

Results and Effectiveness
The campaign touched people’s hearts across generations. “Little Giant Stories” reminded users of their own stories, bringing back the love for the pioneer store! > Brand health study showed a 30% recall lift, even after 2 months! > With over 1 million views on Youtube masthead, it was the most trending video during Merdeka 2018, beating industry leaders like RHB, Maxis, CelcomAxiata and Petronas. >With more than 3 million views on Facebook and Instagram, campaign assets were shared on social over 200,000+ times > Time spent on the content seeded on SAYS network was 41% higher than industry benchmarks > We recorded 500,000+ sessions on our microsite in just 4 weeks. A first for Giant!

2019 | |

Two is Better than One

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

The Challenges
TM; the national telco carrier in Malaysia with a 34 year legacy. The downside of a legacy brand is that relevance diminishes as time goes by. With connectivity becoming increasingly vital, the brands which provide this very same service are far from the consumer’s minds. Come Merdeka, TM set out to revive their lost brand relevance by staying away from the herd churning the same content.

Insight, Strategy and the Idea
Rewind to 1980s, Merdeka was an occasion that brought people together; watching the parade, hoisting the national flag, harmonious gatherings of all races. Fast forward to today: Thanks to the need for connectivity, there is a sever and a divide in real life connections. Our devices have taken center stage and are pushing us further apart. The barrage of content that brands release during Merdeka just adds on to this distance apart. If there was one brand that could actually bring people together this Merdeka, it was TM. The brand that millions of Malaysians grew up with.

Media Execution
We wanted an execution which brought people together; LITERALLY! We took an iconic Merdeka melody, ‘SejahteraMalaysia’ and put our spin on it with 6 languages. A tongue in cheek execution which reflected how TM itself connects people through devices. ‘#TMSejahteraMalaysia’ was released with a twist: in order to derive the full essence of the song, Malaysians would need to join 2 devices together. The act of bringing two phones together to watch the full video created two windows which told the same story across time, from different perspectives or simply combined to create a single scene. The video then played out a series of vital, little moments of human connection that cover the full spectrum of Malaysian life. We executed a 360 digital campaign around this. Educate: We ran an advertorial on SiakapKeli as well as social and display ads to highlight the dual screen experience of our video. Mobile was an integral part of our campaign where we ran the direct CTA to come together to watch #TMSejahteraMalaysia. Engagement: We pushed the video across digital, teasing with short clips and snippets of the song to embed it into the heads of every Malaysian. Contextual targeting matched specific scenes of our video to content online. Example: bonding over food snippets targeting food content, playing with childhood friends targeting school holiday activities. This strategy ran across social, display, and YouTube. Intent: On Search, we bought a range of Merdeka related keywords, with a specific focus on Merdeka entertainment. All the action that we stormed on Digital using Search, Social, Display and Video directed traffic to our microsite which hosted the content and lyrics of the song in all 6 languages. The site was also enabled with social sharing features to push virality.

Results and Effectiveness
On Social, we had over 150,000 mentions, 85% of them positive We gained 8 million impressions on digital and a 15% VTR. Despite a low relevance score on Search and bidding on generic keywords, we garnered a CTR of 3%.

2019 | |

Watch Out! ManaBoxes Are Invading Digital!

Advertiser: Samsung
Brand: Samsung
Creative Agency: -
Credits: -

2019 | |

Hungry, Click, Eat

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

The Challenges
Come 2018, KFC Delivery faced a unique problem. When our ads drove hungry Malaysians to our online delivery platform, often their chosen KFC store couldn’t fulfill the order. Stores had a threshold of supply and the demand was often too high.

Insight, Strategy and the Idea
We discovered:
Insight #1: Hangry consumers are the most unforgiving. Our cart abandonment rates were outrageous. Consumers who had started the ordering process dropped off the website when they learned that their order could not be fulfilled by the neighborhood KFC. They refused to hang around and seek an alternate KFC store (Google Analytics)
Insight #2: 20% of our stores contributed to 74% of sales. So, while few of our stores were overwhelmed with online orders, we had a huge number of ‘quiet’ stores which could accommodate online orders but had no requests. The solution? We built the first ever agile ad delivery system to bridge demand and supply. A system that dynamically altered spends and messaging in accordance to the store’s capacity to fulfill orders; all in real time.

Media Execution
Partnering with Google we set up pinpoint targeting and integrated KFC’s store level data to govern our search ad bids & ad copies. We dynamically deprioritized ads in areas where stores were overwhelmed with orders and shifted the media spends to boost stores with the appetite to supply. We also managed consumer expectations by tweaking ad copies. In areas where stores were unable to fulfill orders, ad copies encouraged in store dining vs online delivery in real time.

Results and Effectiveness
Better Efficiency: For every click that our campaign garnered with the agile ad delivery system, there was a 50% drop in cost. Happier Customers: Thanks to the customer expectations that we managed, CTR shot up from 24.6% to 35.8%, a benchmark for Google itself. It’s simple: hungry, click, eat!