Archives




2011 | |

Walking into Malaysian Hearts at Zero Cost

Advertiser: Mamee Double Decker (M) Bhd
Brand: Mister Potato
Creative Agency: Spin Communications
Credits: How Yuan Yi (Media Director), Vincent Loong (Media Planner), Mandy Liew (Senior Media Planner), Sim Beng Geok (Client Services Director), Pierre Pang (Deputy General Manager, Mamee Double Decker), Cheok Ching Won (Marketing Manager, Mamee Double Decker), Cheryl Yong (Brand)

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Challenge
Mister Potato is the Number One snack made by a Malaysian company. How can we capitalize on Mister Potato’s popularity, demonstrate it in a truly humble Malaysian way and build deeper connections with our consumers?

Solutions
Whilst the world is moving on, Malaysian hearts are still touched by customs and traditions. We have a very strong sense of community. This makes us uniquely Malaysian. MisterPotato weaved into the fabric of Malaysian society and touched hearts by bringing “Project Angkat Rumah” to the people. With pride, hundreds of young people experienced first-hand “Project Angkat Rumah” and thousands witnessed it on EARNED media. By moving a kampung house, we moved mountains (brand engagement).

Execution
One day media stunt did it all at zero media cost! People were informed of the event on MisterPotato facebook. At the event, MisterPotato together with his trusted mariachis joined hands with several hundred people to move an entire “kampung” house from Sentul to KLPAC. Red sombrero hats were given out, providing comfort from the heat. Mariachis cheered on the participants who munched happily on MisterPotato chips. The festivities closed with a MisterPotato kenduri feast.

Result
Cost to client ZERO. EARNED media value was huge. Front page coverage in major newspapers and TV primetime news are valued at RM1.35million. Across social media platforms, the event generated conversations for days. The campaign further sealed MisterPotato’s standing as Malaysia’s favourite potato snack brand with commanding market share.

2011 | |

Targeted Marketing to Minorities

Advertiser: Mamee Double Decker (M) Bhd
Brand: Mamee Mie Goreng Indonesia
Creative Agency: Spin Communications Sdn Bhd
Credits: Sim Beng Geok (Client Service Director), How Yuan Yi (Media Director), Mandy Liew (Senior Media Planner), Jennifer Chua (Media Buyer), Pierre Pang (Deputy General Manager, Mamee Double Decker), Cheok Ching Won (Marketing Manager, Mamee Double Decker), Kevin Choo (Brand Manager, Mamee Double Decker)

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Challenge
To launch Mamee Mie Goreng Indonesia (MGI), we identified Indonesians as a viable group to target. However, in Malaysia, they are not easy to reach as media channels are scarce. Furthermore, through these media channels, we need to build engagement to gain trust.

Solutions
Insights showed that Indonesians felt home sick and neglected in Malaysia. They are highly in- tune to anything Indonesian. By showing care and attention, we can win them over. Through “Authentic Indonesia” campaign, we showed sincerity, knocking on their doors to bring them MGI. And the battleground was won at the ‘kongsi’, a place where they live in communities. We got into the ‘kongsi’ with tailor-made programmes, supported by Indonesian focus media channels.

Execution
“Authentic Indonesia” campaign was sold by Deddy Mizwar, an Indonesian celebrity. Teams of Indonesian MGI promoters swept into the ‘kongsi’ to decorate the place with posters, entertained with cooking demonstrations, gave out bowls of MGI and even sold hundreds of cartons of noodles. Kongsi attack created a new distribution channel direct to the Indonesians for MGI. MGI further conquered through customized Indonesian newsletter, Indonesian Radio timebelt and high affinity TV programmes.

Result
For a new variant, the volume from MGI increased Mamee’s overall portfolio by almost 10%. That is a lot of noodles! At the ‘kongsi’ alone, 690 cartons were sold during campaign period. New distribution point was discovered for Mamee. Mamee Mie Goreng Indonesia won their hearts.

2011 | |

Winning Malaysian Hearts

Advertiser: Mamee Double Decker (M) Bhd
Brand: Mister Potato
Creative Agency: Spin Communications Sdn Bhd
Credits: How Yuan Yi (Media Director), Vincent Loong (Media Planner), Mandy Liew (Senior Media Planner), Sim Beng Geok (Client Services Director), Pierre Pang (Deputy General Manager, Mamee Double Decker [M] Bhd), Cheok Ching Won (Marketing Manager, Mamee Double Decker [M] Bhd), Cheryl Yong (Brand Manager, Mamee Double Decker [M] Bhd)

OOHM - winning malaysian hearts

Challenge
MisterPotato is the Number One snack made by a Malaysian company. Can we leverage on our Malaysian heritage in a truly humble way? How can a single outdoor site move from static to kinetic. From mere branding, to building deeper connections with all Malaysians?

Solutions
Whilst the world is moving on, Malaysian hearts are still touched by customs and traditions. We have a strong sense of community. This makes us uniquely Malaysian. MisterPotato weaved into the fabric of Malaysian society and touched hearts by bringing “Projek Angkat Rumah” to the people. A unique Outdoor experience which powered Earned media. With pride, hundreds of young people experienced first-hand “Projek Angkat Rumah”. By moving a kampung house, we moved mountains (brand engagement).

Execution
One day media stunt did it all at zero media cost! We built a whole out-of-home experience around Projek Angkat Rumah. A ‘walking house’ escorted by Mister Potato mascot and his mariachis created strong and lasting images people liked. The entire “kampung” house moved from Sentul to KLPAC. Red sombrero hats were given out. Mariachis cheered the participants who munched happily on MisterPotato chips. The full day festivities closed with a MisterPotato kenduri feast.

Result
The out-of-home experience cost Zero but seen by 9.3 million people. Value went beyond Live event through EARNED media. Front page coverage in major newspapers and TV primetime news, valued at RM1.35million. Across social media platforms, conversations went on for days. The campaign further increased market share by 16%.

2012 | |

Last Taboo On Radio

Advertiser: Sports Toto Malaysia Sdn Bhd
Brand: Sports Toto
Creative Agency: -
Credits: -

Challenge
4 digit lotto has been around forever and dominates gaming. When SportsToto launched a new 6 digit lotto we needed something to create awareness and break 4 digit dominance. There is a very strict advertising code that bans all lotto advertising. We needed an impossible is nothing attitude to succeed.

Solution
Chinese punters are number freaks. They see numbers everywhere, accidents, ducks in a pond, birds on a tree, random numbers in everything. We knew they would also see numbers on Radio. We partnered with Chinese radio station and created special TOTO competition with a 6 digit format. Combining classic Chinese musical rhymes with iconic Chinese song about money in our special customized segment, we cleverly made TOTO the new gaming obsession.

Execution
The four minute TOTO segment played Chinese rhymes with a twist. The lyrics incorporated digits with content dear to the Chinese. During the contest segment, the caller will recount the numbers from the rhyme correctly to win cash prize. Segment closed with the iconic ‘money song’ rewritten for TOTO. Here we cleverly built in brand mentions and equated TOTO with MORE MONEY. Listeners were inspired with their own 6 digit numbers. TOTO = MORE MONEY.

Results
TOTO was mentioned on-air and TOTO = MORE MONEY ingrained in the Chinese. Chinese flocked to buy Sports TOTO and the jackpot built to an all time high over RM40mil, 4 times higher than the average jackpot of RM10mil. Campaign continues its run with no complaints from the authorities.

2012 | |

Transforming Orphanages Into Homes

Advertiser: Nippon Paint (M) Sdn Bhd
Brand: Nippon Paint
Creative Agency: -
Credits: -

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Challenge
Nippon Colours of Life has a mission to breathe life into every environment through the use of colours to the under privileged. Through the years, in partnership with Nanyang, we have transformed more than 50 New Village schools. We want to reach out to more children in a meaningful manner.

Solution
Malaysians are usually a generous lot. Most orphanages we approached say there is hardly shortage of food and basic necessities. But we found out that the living conditions are usually neglected, run down and miserable. We approached leading mass media to involve their respective audience to join us to make a donation that will pave the way to transform these orphanages into homes. NP topped up by donating labour and product.

Execution
Media Prima and AMP came on board. At no cost, they used their inventories to spread the message and got thousands of their listeners and viewers to participate. Orphanages were selected from audience’s recommendation on Facebook. With the audience’s contribution and participation, each were cleaned, painted and transformed into a warm and welcoming home environment. As the final detail, every child was given a 2-foot Blobby plush toy to hug and sleep with at night.

Results
More than 300 orphans now come “home” to a better and warmer environment. Normal activation and events have ROI targets tied to sales. For Nippon Paint, letting the children know they are not forgotten, that’s ROI enough for us.