Advertiser: Mamee Double Decker Brand: Mister Potato Creative Agency: - Credits: How Yuan Yi (Associate Media Director), Vincent Loong (Media Planner), Jennifer Chua (Media Buyer), Sim Beng Geok (Client Services Director), Pierre Pang (Senior Manager, Mamee Double Decker), Kenny Au (Manager, Mamee Double Decker)
Not many people in Malaysia can see the Mister Potato brand without breaking into the jingle in their heads – “Mr Potato, Mr Potato …” How could we give this highly popular jingle a new twist and underpin the high quality promise of this leading brand in its category?
We created a Mexican fiesta which allowed us to underpin the brand personality and reach our target in new and unusual ways. Effectively to surprise and amuse, we amplified the jingle making it unforgettable and fresh. The neighbourhood ‘rotiman’ was our inspiration. When you hear the ‘rotiman’ signature hoot, you eagerly look forward to the snacks he brings. We created our own version of the ‘rotiman’; Mister Potato men on redesigned motorbikes.
Mister Potato painted the town red, armed with his sombrero and mustache, singing his infectious jingle everywhere. Not one but five men dressed in Mister Potato outfits on Mister Potato motorbikes carrying lighted boxes distributing Mister Potato samples, rode in a convoy, spreading cheer everywhere they went. And they went to many places; colleges, schools, malls, offices, housing areas. This new mobile out-of-home vehicle was seen, heard and tasted (jingling and sampling).
This new touchpoint created buzz for the campaign with memorable brand interaction and drove word-of-mouth.
Brand scores – People who ‘Likes’ the brand moved up 33%. Brand recall increased 18%. Throughout the campaign period, Mister Potato managed to sustain double digit growth in sales
Advertiser: Celcom Mobile Sdn Bhd Brand: Celcom Blue Creative Agency: - Credits: Liew Soon Ken (Senior Planning Director), Amiey Said (Media Group Head)
Around 90% of the Celcom Blue subscriber base is Malays whose mobile usage drops during Ramadan. Celcom needed an innovative, yet relevant, approach to increase usage during this festive period and strengthen bonds before the end of the year.
The Malay community is house proud, especially during the Hari Raya period so the solution was simple and obvious: give them a free home makeover for Hari Raya. A contest was launched to bond with current and potential subscribers and the prize was a free home makeover, which was awarded on a weekly basis. The contest was called Kejutan Deko Deko Deko Celcom Blue.
What made this contest different is the clever use of TV. Malays spend a lot of time watching TV and with TV3’s high affinity to them, it was the most effective and efficient medium. In a unique collaboration with TV3, contest mechanics required instant engagement with viewers as they had to SMS when they spot ‘brand bugs’ within programmes. To further entice viewers, renowned interior and fashion designer, Ridzalman, would personally redecorate winners’ homes.
The contest gained tremendous mileage during the Raya season with those two months recording the highest ARPU of 2009. Usage increased by 200% and acquisition by 10%. Celcom Blue was now in the homes, hearts and minds of Malays and Ridzalman’s presence gave the brand image a much-needed boost.
Advertiser: Celcom Mobile Sdn Bhd Brand: Celcom Exec Creative Agency: - Credits: Liew Soo Ken (Senior Planning Director), Leong Yew Fei (Media Group Head)
April to July is a low usage period, with no festivals or holidays. Celcom needed to address the issue and increase usage during this period. At the same time, they wanted to be different from the competition. The task was to increase usage yet appeal to consumers like never before.
Women love Hollywood: the gossip, fashion and style icons. To appeal to these celebrity-crazed females, Celcom turned fashion forward by tying up with New York handbag brand, BE&D. Newspaper was the key medium used to introduce the female PMEB target to the brand and its availability at Shuz’s shop in KLCC. A contest was executed were subscribers need to make calls during off peak hours to be in the running to win the bag.
Creative buys were employed in the fashion section of The Star, a key English daily. Promo messages, ad placements and editorials ran for three months in the fashion pages where women seek style advice. Blurbs featuring the 5 most wanted BE&D bags were introduced weekly in fashion, trends and the female supplement, Clove. All this came with a call-for-action message to participate, giving them a chance to win a stylish BE&D handbag.
As BE&D handbags are used by Sarah Jessica-Parker, Eva Longoria, etc, the campaign became the talk of the town. It stood out because Celcom is now also associated with fashion. Postpaid talktime increased by 5% and approximately 1 million entries were received per month for three consecutive months.