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The Challenge
Non-colas are gaining popularity amongst Malaysian consumers. However, MountainDew has been unable to cash-in on category growth within this highly competitive category. Over the years, MountainDew has lost relevance with Malaysian consumers and struggles to remain top of mind with its target, resulting in a drop in brand power. How can MountainDew climb to the top of Malaysian minds, maintain market share and increase brand relevance?

Insight, Strategy and the Idea
Researching the interests of our target audience, we found that gaming in Malaysia has grown 200% in the last 5 years and is forecasted to grow by another 100% in the next 5 years. 1 out of 3 gamers consume MountainDew regularly, showcasing tremendous growth potential for the brand in this niche. Research also shows strong signs for e-gaming to grow as a spectator sport. With this identified potential in gaming, MountainDew made e-gaming the campaign strategy.

Media Execution
MountainDew saw the opportunity to build brand affinity within the growing gamer community by positioning itself as the enabler that elevates one’s gaming experience. MountainDew organized “DewChallenge”, an on-ground event targeting gamers consisting of two pillars: 1) The Dota 2 tournament that was amplified via Astro’s new e-gaming channel, eGG 2) Mobile app augmented reality challenge We rallied participation and awareness through: 1) Online banner and video ads targeting online gamers and mobile phone gamers, leading those who click on it to the DewChallenge website to register for the challenge. 2) Branded site takeover on sites and apps heavily visited by online gamers and mobile app gamers 3) Pillar wraps and TV standees inside public and private universities across several states 4) Outdoor digital boards with the website link to register for DewChallenge located strategically within the vicinity of colleges and universities that target the gamer demographics 5) Social influencers who are gamers themselves shout out about DewChallenge Then, MountainDew took gaming to a whole new level by creating Malaysian TV history with eGG, being the first locally produced on-ground e-gaming event that was broadcasted live for two days. MountainDew amplified the campaign with eGG by: 1) Owning the channel through branded content capsules with their hosts and casters 2) Brand mention and product integration in eGG’s magazine shows. 3) eGG hosts creating different call to action promos that raise anticipation and hype for “DewChallenge’s” state tournaments and on-ground finale. 4) Event coverage of state tournaments and on-ground live events, including eGG hosts interviewing finalists from each state. 5) eGG Casters did live commentaries of the online Dota2 game.

Results and Effectiveness
Online registrations for the regional “Dew Dota 2 Challenge” filled up within a week, much earlier than expected! The live finale broadcast garnered the highest reach on eGG on the day, beating all other programs including the Boston Major, which is a popular international event. “DewChallenge” campaign resonated well with gamers, creating positive sentiments from finalists and audience. Participants expressed their interests and eagerness to participate in next year’s DewChallenge, showcasing that MountainDew successfully increased their brand relevance with its target.

The Challenge
Every smoker knows ‘Smoking is Injurious to Health’ yet they find it hard to kick the butt. Nicorette, a smoking cessation product was low on consumer awareness and needed to be seen by the consumers despite heavy smoke screen that hung infront of their eyes. Our challenge was to drive awareness and product adoption.

Insight, Strategy and the Idea
A smoker needs any excuse to light a cigarette and Muslim Malay men, the largest homogenous smoker group in Malaysia were no different. However, during the holy month of Ramadan as they fasted from dawn to dusk they also refrained from smoking. But once the call to break the fast was heard, after a sip of water and a few dates the first thing they did was to light up a cigarette and ease the daylong craving. With cigarette consumption reducing during the day in the Holy Month, our task was to encourage Malay men to continue resisting the urge and be smoke free Dusk to Dawn. Agency recommended engaging the consumers in brand bear hug and encouraging them to give up vice via a 360 communication cover. We leveraged Newspaper, Radio and Digital platform using daypart targeting and time sensitive messaging to urge Malay men to quit smoking. Our campaign relied on smart scheduling strategy on Radio and Digital with contextual message placement in newspapers to drive brand awareness and product adoption.

Media Execution
We launched three pronged campaign aimed at capturing consumer intent from the first Day of Ramadan. Ramadan month witnesses Muslims across Malaysia leave office by 4pm against usual 5.30-6.00pm. 70% Malaysians leaving offices together led to inevitable traffic-jams. Stuck in jams, chances were that most drivers were listening to Malay radio stations, therefore we partnered #1 Malay Channel EraFM. We leveraged DJ talksets during peak hour 4-5pm, encouraging smokers to resist the urge and use Nicorette to curb cravings, we engaged them again around 7pm just before Muslims broke their fast; Persuaded them further with repeat messaging between 8-10pm when they were on their way to the mosque. We planned our press ads to beat the first day Ramadan clutter and launched our ads strategically in the second week in the section which carried Ramadan news, highlighting Nicorette’s Nicotine Replacement Therapy and benefits. We further leveraged mobile, a constant companion for lonely smokers to deliver our message with high frequency programmatically. We timed our message delivery before breaking fast time when they were on the mobile. Research showed a spike in mobile consumption before morning Sahur and we leveraged popular newssites to catch them early and continued engaging them throughout the day, urging them to use Nicorette to curb the craving. Delivered with consistent frequency across touchpoints our simple messageof resisting the urge and using Nicorette to curb the cravings yielded strong results and more important helped Malaysians take a step towards becoming smoke free.

Results and Effectiveness
The multi-media campaign reached 76% of our TG with a dramatic 25% increase in Nicorette’s search volume and helped register a 107% increase in sales value with 24% SOM QoQ.

The Challenge
PETRONAS’ Raya TVCs have been synonymous with festive celebrations for over 2 decades. However, other brands had been emulating and PETRONAS themed commercials were flooding TV screens. We had to set a new benchmark.

Insight, Strategy and the Idea
Festive season sees the rise of media consumption. Video consumption during Raya goes up significantly (+65%) and starts right from the last week of Ramadan. Research concluded that a large number of Malaysians were engaging with reaction videos from all over the world. From latest marvel movies to the Game of throne spoilers Malaysians enjoyed watching how other people reacted to emotionally charged content. We created a chain movement around the PETRONAS Raya campaign by making Malaysians not just see but react to PETRONAS Raya commercials. AGENCY’S FIRST EVER REACTION movement allowed Malaysians to feel what fellow Malaysians were experiencing while watching the PETRONAS Raya commercial. We captured the audience emotions live and channelled it with an integrated campaign during the festive period unveiling the overwhelming emotions “Tears of Joy “shared by Malaysia.

Media Execution
7 DAYS BEFORE RAYA: Top actors shows their reaction videos on Melodi Phase 1: Three of the top teledrama actors on TV3 recorded their reaction videos (complete with tears) and the video was shown on Melodi, Tv3’s highest rated entertainment show. The actors also pushed the same content on their respective social media gaining double exposure. 5 DAYS BEFORE RAYA Social Media KOLs that also recorded their reaction video on social media Phase 2: Six KoLs (Fadzil Zahari, Fynn Jamal etc) launched their reaction videos on their social media platforms encapsulating their emotional response to the Raya TVC. This sparked even more online conversation about the TVC and pushed more views on YouTube. RAYA EVE The TVC was timed right after the Raya Announcement on FTA to create impact.And callbacks on radio was pushed during Raya eve to target the ‘balik kampung’ travelers. ON THE RAYA DAY Phase 3: Says released their segment called ‘Malaysians Reacts To PETRONAS Raya Add, time to grab your tissues!’ showcasing six ordinary Malaysians reaction. The Says stories became viral quickly making their rounds on various social media pages. At the same time the newspapers started to talk about the TVC in a movie review anthology giving coverage to traditional media consumers. A youtube masthead takeover was also done to ensure digital reach. 4 DAYS AFTER RAYA Phase 4: Snapshot of Raya Reaction video with Editorials in the Berita Harian & Harian Metro. The Articles talked about how Malaysians felt about it and PETRONAS long standing contribution to the country. In no time it became the no.1 trending topic in Malaysia with independent articles in newspaper and socialmedia.

Results and Effectiveness
• 15million hearts touched thru this movement • 1,525,859 engagements • 45 minutes of additional video content • 23 FREE articles in print • Each video on Says received 200k+ view • An all-time high VTR of 47.94% • Over 1.6million organic views recorded • 13% organic increase in YT subscribers • 743 User generated content received during the campaign • Free PR worth more than 7.500,000 across traditional & social platforms • PETRONAS KPI of Bringing Malaysia together increased by 19%

The Challenge
Several studies showed that People in West Malaysia had very little knowledge about East Malaysia. For several years now PETRONAS had produced a TVC specifically for Gawai & Keamatan (the most popular Festival in East-Malaysia). However, this campaign did not receive strong traction in Peninsular Malaysia.

Insight, Strategy and the Idea
Travel and food were the two biggest bridge builders in Malaysia, they often served as conversation starters and also led to an exchange of culture. These 2 aspects represented the foundation of our ideation. What if a West Malaysian was chosen as a ‘travel host’ and be given the opportunity to be a part of Gawai & Keamatan both in Sarawak and Sabah. WE CREATED THE FIRST EVER FULLY CROWD SOURCED REALITY SHOW and transformed this into a movement with three integrated pillars “RECRUIT THE HOST”: A double edge promo to scout a travel host and giving pre-campaign promo. HitzFM socialmedia and on-air to was used widely for this purpose. “THE CREW”: A production team and on-ground Hitz.FM cruisers accompanied the travel host to make and disseminate the content on-the-go. “THE JOURNEY”: The travel host joined the festivities of Keamatan with the Kadazan Dusun community. From there he was jetted off to Kuching to continue his festivities, this time among the Dayak community to experience Gawai. All of this captured through hundreds of priceless content pieces across media.

Media Execution
During his journey his crew uploaded snapshots of his escapades via: Radio : HitzFM in 3 areas; Central (Peninsular), Sabah and Sarawak did call backs to share with local audience on his whereabouts and journey updates. Social Media: FB live & HitzFM Instagram to give viewers across Malaysia a chance to interact throughout his journey in real time. On ground: Cruisers and the crew visited selected PETRONAS stations to share in the merrymaking as well as give more content material for the host to share. TV: NTV7 recorded his entire journey of 2 states and later air them on prime time news. The TVC was also aired on FTA and Astro. Newspaper: Harian Metro & NST documented his journey and the lives he touched during with post event write ups. The journey to east in no time became the most popular topic of discussion in West Malaysia.

Results and Effectiveness
• Touched 14 million people in West-Malaysia. • 2.4 Million East-Malaysians reached • 155 entries to host the show • 15% new subscribers on PETRONAS YouTube channel • 3 hours’ worth of content on 9 socialmedia platforms. • Gawai & Kematan TVC received 1.2 million views • 850 footfalls over 6 PETRONAS stations • PR coverage worth RM 5.8 million • Awareness about the Festival increased by 35% in the post campaign study PETRONAS lived up to its promise of bringing Malaysia together!

The Challenge
68% of our audience did not comprehend Rexona Deodorant’s distinctive Motionsense™ Microcapsules Technology which burst upon friction to release more fresh fragrance. The more a user moves throughout the day, the more fresh fragrance is released – a strong edge for Rexona. Rexona had to establish this distinctive standing in the market to gain share.

Insight, Strategy and the Idea
Since fragrance should be experienced, not just seen, Rexona had to find an innovative way to communicate its distinctive technology. Understanding that Malaysian consumers seek exciting activities and value experience over physical products, we designed a strategy for consumers to understand Rexona’s Motionsense™ technology in an unforgetable, experiential way, as well as experience Rexona in a way they’ve never experienced any fragrance before.

Media Execution
To get things rolling, Rexona advertised through a few mediums to communicate the Motionsense™ Technology. Working with KOL’s, Rexona launched educational TVC and digital videos highlighting the technology. To drive further interest, Rexona ran a contest encouraging consumers to upload a video of them “photobombing”, which shared similar themes to the KOL videos. Next, Rexona collaborated with GSC to launch a “first of its kind” experience where bubbles infused with Rexona were released into the cinema. The bubbles released Rexona’s fragrance upon bursting, educating movie-goers of Rexona’s fragrance-releasing microcapsules in a real-life sensory experience. Consumers could win cinema tickets by purchasing Rexona Twin-Pack at Guardian or receive free samples at the GSC ticket counter. Consumers leaving the cinema could win more prizes by entering a “Wind Tunnel” to catch Rexona paper slips blown by the wind machine. Building on this hype, Rexona announced its colloboration with ‘The Electric Run’. The strategy was to establish the connection between movement and Rexona so consumers can experience Rexona’s distinctive edge. To trigger purchase, Rexona partnered with Watsons, encouraging consumers to purchase the product and win tickets for participation. Rexona also ran promotions and ticket giveaways through TVC, Radio and online video platforms. To elevate the experience, we added our layer of adaptive approach through the integration of Life+ differentiator. We introduced wearable technology, a first-in-market innovation to highlight the advantages of Motionsense™ at the event. The wearable device captured the steps taken by an individual and converted them into moves. The moves captured in the concert hall were converted into an equal donation amount to support the social responsibility of the brand ‘Ambient Sensors’. Rexona’s brand ambassador performing at the concert also urged the audience to keep moving and collect more donations. 30 KOLs and media personalities also wore the device and posted about the experience! This execution educated our audience how more movement equates to more results, helping them experience how more movement with Motionsense™ leads to more fragrance.

Results and Effectiveness
Over 15,000 participants made 104 million Fresh moves and raised RM 100,007 for charity. Over 20,000 interactions happened on social media, with a reach of 4.7 million (Sizmek). The brand’s sales increased by 33% (internal sales) & penetration grew by 2% (Kantar Data) whereas the benchmark was only 100bps as compared to LY May 2015.