Archives




2010 | |

Transforming Schools, Inspiring Lives

Advertiser: Vizeum Media Services 
(M) Sdn Bhd
Brand: Nippon Paint
Creative Agency: -
Credits: Wong Tse San (Client Services Director), Janice Shiaw (Senior Media Planner), Ooi Hoay Lee (Media Buyer), Gladys Goh (General Manager, Marketing, Nippon Paint), Wong Meng Lee (Brand Manager, Nippon Paint), Siow Shy Teng (Senior Brand Executive, Nippon Paint)

Background
Though Nippon Paint is already the #1 paint brand in Malaysia, it lagged behind its competitors when it comes to brand preference amongst the Chinese. It also works against Nippon Paint as its Chinese name literally reads “JAPANESE PAINT” which faced resistance by the older generation of Chinese.

Solution
Working with Nanyang and Astro AEC, we penetrated into New Villages, with schools as our focal point to engage with the Chinese. NP sponsored the entire make-over for schools of each Village, creating a brand new environment for the Village children and effectively became a NP “billboard”. Further engaging the children, we created a customized colouring contest featuring our endearing icon; the Blobbies, where they could win paint to make-over their own homes too!

Execution
In a carnival-like atmosphere, we turned the re-painting of the school into an entire Village affair. Parents did their part in the re-painting ‘gotong-royong’ whilst children enjoyed themselves mingling with the beloved Nippon Paint icons, the Blobbies and a colouring contest. These heartwarming stories were re-told in the press and supported by a series of TV documenting 50 years of New Village in Malaysia. We did this not just with one but eight Villages nationwide!

Results
Entire campaign across 8 Villages plus on-air and press coverage cost only RM 80,000 with ROI 3x. The TV documentary on the history and stories behind each New Village reached out to 196,000 weekly viewers. Brand preference for NP amongst Chinese improved 17% points YOY.

2010 | |

How do You Sell Colours on Radio?

Advertiser: Nippon Paint (Malaysia) Sdn Bhd
Brand: Nippon Paint
Creative Agency: -
Credits: Wong Tse San (Client Services Director), Fong Pei Shih (Media Director) Janise Shiaw (Senior Media Planner), Ooi Hoay Lee (Media Buyer), Gladys Goh (General Manager, Marketing, Nippon Paint), Wong Meng Lee (Brand Manager, Nippon Paint)

radio-colors

Challenge
Even though NP has very high SOV on TV and outdoor, smaller competitors were crowding into the scene – diluting our presence. Crucially needing to find a new space to “colour”, Radio was chosen as no other paint advertisers were there. But how do you sell colours on radio?

Solution
Instead of selling colours, we sold dreams. Who wouldn’t want a total make over for their homes? A contest was created for listeners to win their dream make-over. But what the listeners did not know was that their rooms will be made-over by the DJs themselves, giving it a celebrity twist! The masterpieces were then posted online and served as a permanent colourful palette to be shown off to the winners’ friends and family.

Execution
Heavy on-air promotion to drive the awareness and participation for the home make-over contest. All DJs underwent a workshop to learn painting techniques and colour combinations. And because different DJ was assigned to different make-over, this made them more enthusiastic to talk about it on-air and blog about it after each project. They ‘contested’ with each other on whose make-over was more attractive and this gave us huge a following both on-air and online.

Results
For the first time, a paint advertiser owned the airwaves with one-of-a-kind contest, turning DJs into painters. Colours were “sold” as listeners became curious with what the DJs have done to the winner’s rooms. Campaign reached 2 million listeners. Total brand awareness reached all-time high of 91% in Q409.

2010 | |

Gaining Awareness by Going ‘Click-less’

Advertiser: CIMB Bank
Brand: CIMB Prime Plan
Creative Agency: Vizeum Media Services 
(M) Sdn Bhd
Credits: Tan Soon Liang (Associate Digital Director), Saurav Bhowmik (Strategic Resources Director), Wong Tse San (Client Services Director), Joanne Yau (Associate Media Director), Ruby Subramaniam (Junior Digital Planner), Melissa Chan (Vice-President, CIMB Bank), Kenneth Teh (Assistant Vice-President, CIMB Bank)

Challenge
Prime Plan is a new product that is targeted to the lower mass affluent consumers who were looking out for a rewarding lifestyle experience. Google Search was incorporated in the campaign to reach the audience in a subtle manner – allowing them to first familiarize themselves to a new product.

Solution
We used our econometric learning and identified that the highest conversations happen after a threshold level of impressions have been served to the consumers. So instead of using a relevant range of ad groups which is a standard approacch in Search, our strategy was to serve “click-less” impressions to garner higher visibility. This meant that users had high exposure and were familiar with the ad before clicking, leading only quality traffic to the website.

Execution
“Click-less” positions are the areas within a search result page where users were looking at but not clicking. Our text ads were purposely positioned in those areas so that, although users wouldnÆt click on them, we still achieve visibility. This meant free impressions or advertising for us. Once a desired level of awareness was achieved, the text ads were rephrased and moved to better positions which lead to a higher and more qualified click-through.

Results
The campaign budget lasted longer than ancipated, achieving a huge number of free impressions that icnreased awareness for the product. This out-of-the-box strategy delivered impressive results: Average cost per click was 35% lower than planned. Campaign achieved 75% more clicks than planned; driving high traffic to the microsite.

2010 | |

The Tipping Point to 18% Sales Growth

Advertiser: Nippon Paint (Malaysia) 
Sdn Bhd
Brand: Nippon Paint
Creative Agency: -
Credits: Wong Tse San (Client Services Director), Fong Pei Shih (Media Director), Janise Shiaw (Senior Media Planner), Ooi Hoay Lee (Media Buyer) Gladys Goh (General Manager, Marketing, Nippon Paint), Wong Meng Lee (Brand Manager, Nippon Paint)

Challenge
In a recessionary year, major renovations get postponed and this affected paint sales. To encourage sales in smaller quantities,
we needed more consumers to be interested to re-paint small areas of their homes. But different people are inspired differently. How do we integrate everything and yet satisfy different needs?

Solution
Understanding that different people are inspired differently, we used multiple approaches but with a single aim – to get them to pick up the paint brush and repaint just a small area. Strategy was to target the social Influencers first. They are crucial in creating a cascading effect as they are the focal point of their respective social circles. Editors, DJs, bloggers and celebrities were identified as Influencers. Get them inspired and the rest will follow.

Execution
Different platforms were used to motivate and inspire – magazine spreads, paint workshops, TV sponsorship, radio contest, virtual colour applications and online forums. In each of this, the Influencers together with Nippon Paint were the paint experts and colours were the main theme. All Influencers had to get their hands dirty by making over a part of their homes. This not only showed how easy it was to re-paint but really fun and rewarding as well.

Results
1.5million viewers watched our TV show. Bloggers reached out to 2.8million people. Magazine editors created more than 50 unique wall-designs. And radio contest reached 2million listeners. Collectively, these ‘small projects’ contributed to a 18% increase in sales and made Nippon Paint #1 paint brand by Frost & Sullivan in 2009.

 

2010 | |

Sllrrrping Together, Happy Forever

Advertiser: Mamee Double Decker
Brand: Mamee Sllrrrp
Creative Agency: -
Credits: How Yuan Yi (Associate Media Director), Mandy Liew (Senior Media Planner), Vincent Loong (Media Planner), Jennifer Chua (Media Buyer), Sim Beng Geok (Client Services Director), Pierre Pang (Senior Manager), Kenny Au (Manager)

RAD - Sllrrrping Together, Happy Forever

Challenge
Mamee Sllrrrp a truly Malaysian brand in the highly competitive instant noodles category where price and taste is almost parity, we shook the indifference by creating empathy—knowing that the way to a Malay’s stomach is through their heart.

Solution
Building empathy needs deeper brand and consumer insights to connect. Our brand insight on Sllrrrp is about enjoyment and having fun. The consumer insight was Hari Raya Open House is very close to the Malays’ hearts but the even deeper insight was “Celebrities would really make my Open House special”. The solution was to work with leading Malay channels to create a competition that brought celebrities and stars to host your Open House celebration.

Execution
Radio promoted the campaign on-air and on-ground with highly engaging executions that stood out from the clutter. Daily, celebrities and radio station personalities went on-ground for a month to entertain crowds, promoting the campaign at various locations. Daily, spots were anchored in highly intrusive pre-breaking fast segment to create constant reminder and sense of urgency for the contest. During the OpenHouse, live Radio broadcast from the winner’s home gave him instant fame and bragging rights.

Results
The campaign connected strongly and built empathy with the Malays, recall increased by 7%. 396,227 hits and 112,032 branded Raya e-cards sent out, giving us more than two minutes of valuable interaction with each contact. OpenHouse publicity reached unprecedented heights across channels. Best of all, sales recorded a 10% increased.