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Challenge
Kolony was a new SMS based mobile social network, anchored by Xpax targeting Youth who are not on smart phones. This product was 1st of its kind in the industry! Our task was to create awareness and desire for this offering amongst Youth who have Facebook and Twitter as options.

Solution
Two insights drove us: first that youth want to belong, and hate being left out. Second, Word Of Mouth is more trusted than advertising, so we used traditional media to drive Word of Mouth. We crafted a 3-pronged roll-out Infection. Specific media played a defined role in each phases to engage and extend reach with consumers. – Mass media: create awareness – Social: use opinion leaders to drive “belonging” – Activation: targets key youth hangouts.

Execution
Starting the infection:
•High reach through TV bugs and teasers in youth-related programming
•“Logo sighting” videos on Youtube
•Infecting selected influential Bloggers with Patient Zero Kit for peer-speak
Spreading the Infection:
•Unbranded logos in editorial news pages
•Radio DJs talking about their encounters with the logo during drive times
Activating the Infection
•Logos was planted at ‘hot zones’ frequented by Youth i.e. Cyber Cafes, Shopping Malls and Universities

Results
21 Days: 1.5million infected KOLONIST users. 12 months: 3.8 million infected users, and spreading. Interactions increased 85% in April-May 2011. Call volume up 21%, SMS up 17% and minutes talked grew 63%. Loyalty up 14% Average Revenue Per User increased 12%. All this achieved with no follow-up campaign.

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Challenge
Coway Water Softener had been in-market for 6 months, without succeeding. Main function is to soften water, bringing multiple benefits to skin and hair. It was a nice-to-have, not essential, and it was premium-priced. Our competitor tried launching 6 years ago and hadn’t succeeded.

Solution
We had to create an opportunity for people to try the product. Could we create a situation where people experienced “hard water” and then saw how Coway’s product softened it? What better than a swimming pool full of chlorinated water? Conducted an event at Sunway Lagoon, as target audiences (housewives, female PMEBs) could try the product after playing in water. Celebrities were deployed for pull, to maximize media buzz. Reporters and Mom bloggers were invited.

Execution
• Coway dominated the entire Surf Beach! -All female bathrooms were pre-installed with units for free trial
• Famous celebrities gave testimonials as product had been pre-installed in their home.
• Product ‘before & after’ demo on site to show the benefits of soft water
• Activities to attract moms & female: reflexologists, mani & pedi, product discount.
• Balloons with DM packs dropped at neighbouring mid-income housing areas to invite visitors

Results
Total 1,400 trial units generated (700% above KPI), with conversion rate of 78% to sales. It’s more than their 6 months sales combined before campaign. Sales grew 100% for 4 months after campaign, with no ATL support. Campaign generated great media buzz worth RM395,000, reaching additional 4.1mil people.

Challenge
Coway Water Softener: The new beauty product targeting females. The arrival of this product, it is also introducing a new category into the market. To sell this product, consumers needed to feel the effect and differences – but how do we get people to shower with us for a trial?

Solution
Sunway Lagoon: The highest level of chlorine water and highest unique traffic that would definitely shower with us after their day activity under the sun. This shower trial gives them the opportunity to feel the difference from their own home water consumption. We Coway-ed their shower rooms and showered them with soft water and facts on ‘hard water’. Product leaflets placed to learn more about the product or to call in for the 1-month home-trial.

Execution
With the total cost of RM46,260 that covers product trial for 3 months and below:

• Installation of 48 units of the product which was on loan to Sunway Lagoon
• Maintenance cost to replenish the special salt every 2 weeks for the best results
• Design and production cost to brand 48 female cubicles
• Leaflets cost that was made available in the bathrooms and the park entrance

Results
With an average of 30 females x 48 cubicles x 6 days x 13 weeks, we showered 112,320 females in 3 months in one spot. Contributed to 1,400 trial units (+700% above KPI) with 78% conversion rate of 1,100 units sold – sales of 6 months combined before the campaign.

Challenge
Dictionaries begin their relationship with consumers who love words and want to improve their vocabularies. Over time, though, consumers lose interest and dictionaries lie forgotten and neglected on shelves. So how could Oxford Fajar re-ignite this love? And how could new lovers of words be brought into the fold?

Solution
So, where do we find logophiliacs*? Where else but straight to the Literature & Book Reviews! Working closely in collaboration with the Section Writers whom are also logophiliacs*, we blended in specially selected advanced words from the Oxford Dictionary to draw attention of their logophiliacs* readers.

Execution
We collaborated with NST whom has a highly credible Literature and Book Review section. Working closely with the Section Writer, we specially selected advanced words from the Oxford Dictionary to be intentionally used and highlighted into the book review of credible Modern Classics. But have no worries – the readers are then presented with the definitions of these advanced words in a created “FYI” space. Tone and manner of execution:easy, igniting curiosity and educational.

Results
Eyeballs reached: close to 220,000 Media ROI of 18X Oxford Fajar was happy with the collaboration, as it synergized with the company’s mission to further excellence in education and knowledge. Re-igniting the love for words & vocabularies = inestimable*

Challenge
The retail environment for a fashion brand, generally has many limitation to showcase the entire collection – even more so if Mango needed to feature many different styles. Moreover, international brands has fixed merchandising format to abide to. Mango needed to flash her personality and break through the cluttered mall environment.

Solution
A fashion contest created that links all relevant fashion media touch points allowing consumer interaction while shifting the control to consumers to promote the brand and ultimately influencing their friends. Each channel plays a strategic role to excite the consumers, drive traffic into the stores, push sales and reunite with Mango. To lure them, ‘Mango Girls’ walked and posed all over to create the intended fashion chaos from street, mall area and into Mango stores.

Execution
The retail environment for a fashion brand, generally has many limitation to showcase the entire collection – even more so if Mango needed to feature many different styles. Moreover, international brands has fixed merchandising format to abide to. Mango needed to flash her personality and break through the cluttered mall environment.

Results
A fashion contest created that links all relevant fashion media touch points allowing consumer interaction while shifting the control to consumers to promote the brand and ultimately influencing their friends. Each channel plays a strategic role to excite the consumers, drive traffic into the stores, push sales and reunite with Mango. To lure them, ‘Mango Girls’ walked and posed all over to create the intended fashion chaos from street, mall area and into Mango stores.