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Challenge
SumberAyu Feminine Hygiene Wash, needed to stand out and be more intimate on an emotive platform which our target market can relate to. SumberAyu needed a focused education campaign strategy in a form of never-used-before media that will be able to change the current inappropriate use of soap and water.

Solution
The average Malay woman marries younger, hence, the increase desire to fantasize about how to ignite and keep the romance flame going. SumberAyu was positioned to fulfill the desire of the target market’s needs for sexual health and keeping their man. We explored Malay romance novels as a media to carry our message and created a campaign: ‘Romancing your man’ to educate on the product usage and strengthen brand association of romance satisfaction.

Execution
We launched our 1st in Malaysia, co-titled Malay romance novels with SumberAyu and our brand tagline ‘Merapatkan Keintiman’ with a leading novel publishing house and 3 of their most prolific writers. A branded educational page at the end of the novel strengthened association. A bookmark was placed in between the pages signifying ‘tightening’? functional benefit of the product, enhancing long term association. We printed 15,000 copies and each novel was sold off within a month.

Results
By spending RM11,765 into this focused ‘Romance Education’? campaign, sales improved by 20% over
same period last year. Category only grew by 4.6%. The novels gained mentions in female magazines and bloggers’ review, future re-printing of the novels, guarantees campaign longevity. Earned media valued
at RM100,000, ROI at 8.4x.

Challenge
Research shows that Berocca, a uniquely formulated vitamin B complex to improve physical and mental performance, caters best to urban white-collar males who need mental alertness for stressful work demands. Often misperceived as just another multivitamin, we’re challenged to build awareness and showcase Berocca’s true benefit of improving work performance.

Solution
The primary cause for ‘lack of energy’ amongst urban white-collar males is work-related pressure. To tackle energy drain resulting from work-related stress, men consume supplements, natural remedies and exercise. With these insights, we saw no better way to introduce and showcase Berocca’s true benefit than in the office environment itself, where the need for optimal work performance is on the rise!

Execution
While we wanted to enter their working environment, we didn’t want Berocca to be an in- your-face brand.
So we focused our communications to catch our
audience in an idle and relaxed state of mind. Travelling in office elevators was one such occasion, hence the birth of “Berocca Speed-Math Elevator”. We posted simple math questions whose answers corresponded to different level numbers on elevator buttons, which successfully communicated our key message “Think Sharper, Act Faster”.

Results
With lots of buzzing excitement for our Speed- Math Elevator, Berocca’s Q2 & Q3 average sales gained 18% vs. 2009, a huge growth for a pharmaceutical product. Our campaign’s unique clever spin delivered 4 times earned PR against an investment of only RM6,180.

Challenge
BookXcess understands that physical books are losing their allure as Malaysians take to the idea of easy access and portability of viewing digital and video content. As Malaysia’s leading bookstore for excess-print books, BookXcess aims to encourage the reading habit, making its store more relevant to Malaysians.

Solution
We learnt that one’s love for reading is likely to translate into the desire to write, supported by the emerging habits of younger Malaysians who enjoy sharing their views with friends in the digital world. We strove to unleash the ‘writer’ in everyone and encouraged them to submit ‘100 word’ stories online which, if selected, would be printed on all BookXcess receipts issued to customers. The concept of Receipt Stories was thus born.

Execution
Receipt Stories succeeded in three simple steps: Read: Point of sale, posters, magazine ads, receipts and window dressing encouraged people to contribute stories. We also spread word through the BookXcess website, Facebook page and Twitter following. Write: Aspiring writers submitted stories on receiptstories.my with stories chosen weekly for printing on BookXcess receipts. Authors became instant published writers! Share: The website also encouraged fans to share favourite stories with friends, prompting them to write their own.

Results
2010 August marked the Campaign launch.
• 500 authors contributed and 8,000 stories
were printed within FIRST month.
• 100,000 receipt stories printed to date,
100 new online users weekly.
• 100 stories submitted weekly: Footfalls increased outside promotional periods. BookXcess provides a new platform for expression, exciting and proliferating young Malaysian patrons!