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2017 | |

AXA SME Guide Series

Advertiser: AXA Affin General Insurance Bhd
Brand: Axa Affin SME Insurane
Creative Agency: -
Credits: -

The Challenge
With lacking awareness, AXA found it hard to breakthrough to business owners on the importance of protecting their business. How do we communicate a complex product through media to create market place awareness and drive a need for AXA SME insurance to achieve YoY sales growth of 10.3%?

Insight, Strategy and the Idea
SME owners are emotionally invested in their business, and value any knowledge or information that may assist in growing (or protecting) it. They are also more receptive to peer reviews. We saw an opportunity to develop a ‘AXA Guide Series’ campaign, which will be deployed across offline, online and onground to engage with these SMEs to drive awarenesss, consideration and purchase.

Media Execution
The ‘AXA SME Guide Series’ videos started with Astro Supersport personality, Michele Lee explaining key points of SME Insurance, followed by videos featuring real life AXA SME customers’ relating real life stories about how SME insurance helped them recover losses during a recent incident and deployed across MixFM, LiteMY, MYFM and Rojak Daily through their Facebook and YouTube pages, coupled with an insight based programmatic campaign for lead generation. Performance marketing was then activated where anyone who consumed >70% of our video content would be retargeted using a strong CTA based on their engagement patterns. Branded Content was also created along the lines of ‘Guide Series’ on Rojak Daily and MYFM to drive organic discovery and brand advocacy. On ground we deployed MixFM and HitzFM cruisers to 5 businesses who were recent AXA claimants, paired with 60s Colour pieces on MixFM to drive traffic to these outlets while our hosts interviewed these business owners on their personal experience using AXA SME insurance and their advice to other SME’s. These interview videos were shared on social media giving AXA and its customers (and their business outlets) media exposure while creating credible content for potential customers. We bought 682 on air promo spots and 80 live reads in BFM and sponsored BFM’s SME event for awareness and lead generation. We also arranged for Rebecca Tan, CMO AXA Malaysia to be interviewed on MIXFM on AXA SME Insurance, as well as getting Emmanuel Nivet, CEO AXA Malaysia to speak on Awani Business segment to drive credibility. For mass awareness we utilized 13 OOH sites across Malaysia. Print was used to reinforce credibility with a combination of ad buys and editorials. Radio spot buys with high frequency across 4 astro stations for TOM recall.

Results and Effectiveness
AXA SME insurance achieved 23% Growth in Sales, 150% higher than initial objective. – BFM SME Event :717 delegates served as leads for AXA SME Insurance – Total BFM Radio ROI: 4.73 – Guide Series Video achieved 1,000,000 views with a completion rate of >54% and a YouTube CTR of 23.9%. – Search achieved 14.99% CTR. – Programmatic: 1.2% CTR – Facebook: 21% CTR – Insight based branded content received over 319,000 Shares, Likes & Engagement. – Total print ROI: 1.96

2017 | |

Malaysian Youth “Catch ‘Em All” FASTer with Hotlink PokeMobiles

Advertiser: Maxis Communications
Brand: Hotlink
Creative Agency: -
Credits: -

The Challenge
Marketing HotlinkFAST mobile prepaid to youth was becoming increasingly challenging especially when priced at a premium compared to competition. With rising cost of living, we needed to justify its price premium through better network speed and quality.

Insight, Strategy and the Idea
Most consumers don’t understand speed jargons like “Up to 225Mbps” on our ads. Instead of just TALK, we needed to SHOW Hotlink’s largely youth market how FAST we are. At that time, PokemonGo became a global craze and Malaysian youth eagerly anticipated its launch locally. With PokemonGo, we saw the perfect opportunity to demonstrate HotlinkFAST’s superior network speed and strength. A location based Augmented Reality mobile game, the geo location element requires players to hunt Pokemons by visiting different places in their real world. And the fastest way to catch them is if you have a ride. Our idea? Why “Catch ‘Em All” when you can “Catch ‘Em All” FASTer with HotlinkFAST!a

Media Execution
We partnered with Grab, Malaysia’s most popular taxi hailing service, and created PokeMobiles – Malaysia’s FIRST and ONLY, FASTest Pokemon-hunting ride! Inspired by the fire dragon Charizard, a popular Pokemon species, we branded Grab Taxis with 3D dragon wings and tails! These PokeMobiles are specially equipped with every imaginable necessity a PokeHunter needs – built in PokeMonitor for easier hunting, mobile charging system and a designated PokeDriver. Book for the free service by selecting “PokeMobile” icon on the Grab app. Driving Anticipation We wasted no time in riding on the PokemonGo frenzy. Infact, a week prior to the anticipated game launch in Malaysia, we seeded word of the PokeMobiles to key news and social channels. A content video was broadcasted on YouTube and social platforms to show youth how to catch a PokeMobile ride and be the FASTest amongst friends to “Catch ‘Em All”! The video showcased exciting Pokemon-hunting features of the PokeMobile to drive youth’s anticipation! PokemonGo Launch On PokemonGo launch day in Malaysia when hype was at its peak, our PokeMobiles were released to ply the roads in high traffic areas. The eye-catching design of our PokeMobiles drove visibility and extended awareness beyond OOH to digital. Social coverage onground sparked a frenzy with live video postings and photo uploads of youth en route in Malaysia’s FASTest Pokemon-hunting ride! Major national news broadcasters and DJs on popular radio talkshows reported of Hotlink’s ‘peculiar-looking taxis with wings’ further amplified campaign. Sustenance To sustain youth’s engagement throughout three weeks campaign: 1) Radio spotbuys and credit mentions along with ad postings on social platforms encouraged youth to be the FASTest to “Catch ‘Em All” by catching a PokeMobile ride and gain game advantage through Hotlink’s 10% credit discount promotion for PokeCoins. 2) Direct messages to Hotlink and Grab users, and relevant search buys that directed trending Pokemon-related interests to campaign site.

Results and Effectiveness
Our PokeMobiles clocked in an estimated 7,380kilometers, the distance equivalent to traveling PeninsularMalaysia’s NorthSouthExpressway more than 9x. Campaign generated +28.3million impressions and reached 4.1million youth. PokeMobile lifted Hotlink organic brand searches +10% week on week. RM2.84million earned media value. HotlinkFAST sales +20.6% whilst +4% new active subscribers.

2017 | |

Taking Down the Goliaths

Advertiser: Huawei Technologies (M) Sdn Bhd
Brand: Huawei
Creative Agency: -
Credits: -

The Challenge
In the world of smartphones, one would either choose an Apple or Samsung. But now Huawei can finally shake status quo. In partnership with Leica, the RollsRoyce of cameras, we now have HuaweiP9. With huge ambitions, our task was to beat Apple.

Insight, Strategy and the Idea
Today, we are trapped by our devices. Our whole life story can be told from our smartphones. And everyone wants to tell a good story because it is their story, their world and their lives. As visual storytellers, we want the best to narrate our photographic life stories. Our strategy was to claim market leadership position where each piece of work must be masterfully crafted to evoke superiority, accentuates the exclusive features and to strongly claim authority. We expounded Leica’s strengths in our #OO Art Redefined campaign, turning every photo opportunity into a masterful stroke of art. Each material comes complete with #OO HuaweiP9’s watermark as a stamp of approval.

Media Execution
A star studded global launch kicked off the campaign on TV and press featured ScarlettJohansson and HenryCavill, creating a halo premium effect. It was supplemented with editorial across major press titles. Then, local partnerships pushed the envelope by creating content with:- 1. MediaPrima and local celebrities to co create TV capsules showcasing their inspiring creations. With “How To” spots, P9’s key features were fabulously brought to light. 2. We engaged KOLs and social influencers to create their own art with P9 to create an inspiring gallery for #OO. We further invited public participation by creating a smartphone photography contest with different themes; from portraits to landscape, from colour to monochrome. Leading the contest with P9 sample photos, we created awe, inspiration and sharing through the quality of these photos in various compositions. 3. Merdeka celebrations served as another great opportunity for us to team up with popular Instagrammers and MediaPrima in bringing topical and current content onto Social and TV. We captured the diverse beauty of Malaysia and made it a trending topic. 4. Further authority was achieved when we partnered local celebrity photographers and KOLs, giving them a freehand to express their own styles and passion. We spread the content via fashion lifestyle magazines and social media. 5. To reward mobile owners, we partnered with Telco and Leica to conduct P9 photography workshop, educating them how to shoot like a professional; using their photos as conversations, we converted owners to become influencers for them to share their experiences. All content carried the #OO HuaweiP9 watermark. This immersive campaign was complemented with Paid social on Facebook and Instagram, educating consumers through a series of mini photography tutorials.

Results and Effectiveness
Overall HuaweiP9 campaign achieved – 87% brand awareness – 80% brand consideration – Drove 3,952,843 impressions, 6,358 participation, 71,252 conversations – Weekly product mentions increased by 10x times 80% of Huawei’s profits were contributed by P9. We captured 40% market share of premium smartphones. We took a big bite from Apple! Huawei’s market share grew at Apple’s expense. [May to September: Huawei 7.9% to 10.7%; Apple 4.7% to 2.5%]

2017 | |

The Best Just Got Better

Advertiser: Gerbang Alaf Restaurants Sdn Bhd
Brand: McDonald's Malaysia
Creative Agency: -
Credits: -

The Challenge
In 2016, the McChicken (McDonald’s outstanding value product) was upgraded so that its patty would be 20% larger and made of 100% chicken breast meat. This campaign would be all about telling people that the Best Just Got Better. The brief was to target the masses, with a particular focus on Malays, since they represent the largest segment of Malaysia’s population. The challenge here was that the McChicken was so unpretentious and uncomplicated. It had no obvious ‘hook’ to build on. How would we create hype around this simple classic burger?

Insight, Strategy and the Idea
We realised that we could boost our product’s popularity by hitching it to a gripping narrative. Our main insight was that Malay audiences have a sentimental streak: Malays are known to be a warm, affectionate people. This caring nature of theirs explains why they are always keen to get caught up in emotional journeys. Local TV dramas provide just that. Our big idea, then, was to dramatise the McChicken’s stepping up from best to better by tying into one of Malaysia’s top drama series. Another insight was that appetites are stimulated by watching other people eat. The campaign would build a consumer activation program around that observation and link it to our main idea.

Media Execution
We had a 2-pronged approach: 1) We started with the #3BitesChallenge where people attempted to eat the new McChicken in just three bites. 22 KOLs, including four top TV celebrities took part. 2) The McChicken tied in with Media Prima’s 7 Hari Mencintaiku drama, which occupied the top-rated drama belt in Malaysia. We created a 30-second capsule ad whose premise paralleled the series’ will-they-won’t-they love story. In this ad, the drama’s female lead gets wooed by a male voice; when she eventually gives in, it is revealed that the voice belongs to the new McChicken. The drama’s two lead actors then participated in the #3BitesChallenge and shared their video with their 2.6mil social following. Malays love their celebrities, so we were fully utilising the available star power. Beyond that, we also spread our message far and wide. ● Radio – Ads reached working adults. ● TV- This created awareness among families, young adults and housewives. ● Newspaper – This targeted families. ● Digital – We capitalised on digital natives’ behaviours. On the first weekend of launch, we generated a first wave of high awareness via the use of YouTube Masthead, an all-day prime time spot on YouTube’s landing page that guarantees 100% SOV. And then we created contextually-relevant ads for custom audiences with pre-roll videos and programmatic banners.

Results and Effectiveness
The #3BitesChallenge ● delivered 4 million video views. ● was mentioned by 90,313 people on Facebook, 1,500 of whom used the hashtag. The McChicken ● achieved a high awareness score of 61%. ● achieved a high trial rate of 50%. ● outperformed sales projection by 30% and grew its baseline by 50%. ● sustained sales growth at 21% after the campaign ended.

2017 | |

Bringing Mister Potato to life delivered record breaking sales of RM28mil

Advertiser: Mamee Double Decker
Brand: Mister Potato
Creative Agency: -
Credits: -

The Challenge
In the competitive world of snacks, brands come and go quicker than you can say “Hello Amigo!” As the market leader in its category, MisterPotato, a brand with 25 years of history risk being irrelevant soon if we do not find a way to engage our consumers at the highest level.

Insight, Strategy and the Idea
Relationships are built on having the right human touch. Whether it is between man and woman, or boss and employee, it is the same for a brand and its consumers. We needed to reach out and touch our consumers’ hearts again. It can be done because Mister Potato is not a stranger; we just need to rekindle our relationship. For that to happen, MisterPotato need to be seen alive! To bring MisterPotato to life, he has to be seen as a best friend, not just a brand that consumers see on packaging. The strategy is to manifest MisterPotato’s character as “You’ve got a friend in me!” So we developed a friendship campaign “KitaKawanKitaAmigo”, creating storyline where MisterPotato has been missing for years but now he is back for good. Everyone can resonate with this MisterPotato’s story. We ourselves tend to neglect the ones around us due to our commitments. As clichéd as it sounds, this is not a friendship story but a story about friendship.

Media Execution
“KitaKawanKitaAmigo” campaign started with celebrities’ talking about the expected return of their mysterious amigo friend who sports a moustache and wears a sombrero and poncho on social media. “OhBulan”, the renowned socialtainment portal then wrote about his impending return. Award winning TV hosts, Nabil and Neelofa also teased audiences with the same hint on their top entertainment shows; “Meletop” and “HLive”. EraFM fuelled the anticipation about the mysterious returning amigo with stories of friendship weaved into their script creatively. We leveraged on the strength of online news portal (AstroAwani, HLive) to cover LIVE the arrival of MisterPotato in person at KLIA airport. He was picked up by his famous friend, HarithIskandar and featured as a web exclusive on his “ObviouslyHarithIskandar” show. On the same night, MisterPotato had a catch up session with his friend Radin on EraFM. News about the amigo’s arrival and his #KitaKawanKitaAmigo mission was splashed on HarianMetro as breaking news. MisterPotato surprised his friends and fans during live shows on “HLive” and “Meletop”. Moments of MisterPotato reunited with friends including cooking session, playing football, flying kites with neighbourhood kids to enjoying durian were shared across multiple platforms.

Results and Effectiveness
With 1,714 paid inventories, we reached: • 516,000 FB fans • secured 411,000 page views • generated 768,000 impressions • 246,000 video views • 175,000 social engagements. We achieved 2,900x lower CTR than industry benchmark and overall campaign delivered 70% brand awareness. During campaign period, MisterPotato registered RM28million in sales, helping it to defend its No.1 position.