Archives




2017 | |

Coca-Cola Breaks the Afternoon Slump in Real Time! (Audio Version)

Advertiser: Coca-Cola Far East Limited
Brand: Coca-Cola
Creative Agency: -
Credits: -

The Challenge
‘Away-from-home’ is the second largest volume opportunity with break time as the consumption occasion. However, most youths don’t consider Coca-Cola as part of their break repertoire. Our challenge: Make Coca-Cola a weekly habit among youths during break time, by inspiring them during their lowest point of day.

Insight, Strategy and the Idea
We inspired youths to beat the afternoon slump, by putting action to our message: BE WHERE AND WHEN THE SLUMP HAPPENS: Most youths are on routine – at school or work – while struggling to maintain alert and energetic between 2-5pm. SERVE IN REAL TIME: Give youths looking for snacks and beverages during the slump, the opportunity to have a Coca-Cola within the hour of need. OUR IDEA, REAL-TIME LISTENING, REAL-TIME DELIVERY: Leverage Radio, agile to deliver a promise with a consequent quick response, to listen and deliver a Coca-Cola when youths are in need for it.

Media Execution
We used all aspects of Radio – DJs on HotFM, OneFM, FlyFM creating dialogue and sharing their post lunch slump with listeners, followed with a call to action promo on-air and online interads urging listeners to request Coke REAL TIME for their friends who are facing post-lunch slump during 2-5pm via social media by posting their friends’ slumping picture with mentioned location and #SemangatDenganCoke (#PerkUpWithCoke). Once the Radio Cruisers tracked the submissions, Coke was delivered and arrived on location within the hour, coupled with Radio DJs to surprise and delight the crowd. Live feeds on social and on-air created more hype and excitement to drive more entries!

Results and Effectiveness
The campaign reached 31% (1.93mil) youths just on Radio only. Real-Time Coke Delivery achieved 800++ #semangatdengancoke, in just 30 hours’ of activation and brought in +RM827k earned media value. Most importantly, +4% growth in Coca-Cola weekly consumption!

2017 | |

30 Days, 30 Iftar: Coca-Cola Celebrates Ramadhan-Raya’s True Heroes, Moms

Advertiser: Coca-Cola Far East Limited
Brand: Coca-Cola
Creative Agency: -
Credits: -

The Challenge
Ramadan-Raya is the biggest season to drive volume for Coca-Cola, representing 17% contribution. This festive is a strategic opportunity for Coke to strengthen connection with Malays and drive frequency.

Insight, Strategy and the Idea
Ramadan is the holy month for Muslims, when reuniting and reconnecting with loved ones during many occasions of togetherness is most desirable, iftar meals being most frequent, 30 days throughout Ramadan. The connection between Coca-Cola and Ramadan is on the “specialness” of the moment itself and the way consumers perceive Coke as a treat for special occasions. Mom the Ramadan Hero tirelessly works to keep the family together, well-fed, and spirited even when she herself is fasting and without expecting anything in return. Coca-Cola appreciates the effort Moms put in to make Ramadan special, hence the idea – 30DAYS 30IFTAR with COCA-COLA, by celebrating her effort along with the entire family and community for 30 days of Ramadan. This made Coke truly and culturally relevant within the festive food occasion amongst the Malay community.

Media Execution
We asked the Malay community to submit stories of heroic moms so that Coca-Cola can pay them a visit with an iftar meal reward. The call-to-action was on-air and online via HotFM and leveraging on the launch of KoolFM as a platform to magnify campaign. Coca-Cola hosted 30 iftar meals with Ramadan dishes paired deliciously with Coke. The entire experience was captured and documented in a video distributed on multi-screens. We also made one mom’s wish come true – MediaPrimaRadio contacted and surprised her by flying her home to be with her family AND have an iftar meal together for the first time since the past 7 year

Results and Effectiveness
Contest entry: 476 entries received in just 4 weeks! – above contest benchmarks and generated RM512k media value at no investment. Weekly+ consumption frequency for Coke gained +5points whilst 100Plus -4 points

2017 | |

Ford and Furious – Coming To All Radio Stations Near You

Advertiser: SIME DARBY AUTO CONNEXION
Brand: Ford
Creative Agency: -
Credits: -

The Challenge
Ford Ranger was facing a unique challenge. While it was lauded by truck enthusiasts for the way it looked, but they were skeptical about its strength and performance when compared to other hardcore trucks in the market. Ford needed to shatter this misperception once and for all.

Insight, Strategy and the Idea
Malaysians respond to stories better than just facts. Stories leave a lasting impression, while facts and figures are often forgotten. Media Agency recommended Ford to leverage on this unique insight to use story-telling to revamp the Ford Ranger image. The most iconic car lover movie for years has been Fast and Furious. The idea was to leverage this movie association and create an audio series which took Malaysian truck enthusiasts by storm. Ford and Furious was conceived as a non-stop 24 hour obstacle challenge, to showcase the real strength that a Ford Ranger packs within.

Media Execution
Partnering with Hitz FM Cruiser team, Ford turned Peninsular Malaysia into an obstacle course which Ford Ranger navigated through, non-stop for 24 hours. Through challenging terrains and tasks, Ford Ranger demonstrated its toughness, while being broadcast throughout the day across radio to the truck enthusiasts of Malaysia. The broadcast generated hype and interest and drove audiences to the final destination of the journey- Subang Skypark RAC Hangar, where the Ranger would tow an aircraft; an ultimate show of strength. With this movie type story telling the listeners stayed glued to their radios 24 hours and joined the cruisers for the climax – Ford Ranger towing an aircraft.

Results and Effectiveness
A total base of 2million listeners tuned listen to Ford and Furious- a live demonstration of raw Ford Ranger power, while 1000+ enthusiasts landed up at the hangar to view the climax. Ford Ranger had made a bang, and Malaysia witnessed Ford for what it was- built for the tough.

2017 | |

BUZZZ IS IN THE AIR-waves

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

The Challenge
MisterPotato is launching a new flavor, and in a highly saturated snack market, how do we create “BUZZ” and real differentiation?

Insight, Strategy and the Idea
MisterPotato’s new flavor is “Honey Cheese” and as the saying goes “Where there is honey, there are bees”. We all know that when we hear the sound of bees buzzing, all our senses heighten and we are super alert! This was exactly the somatic marker effect we were looking for. We would have every listener’s attention. 100%. Besides making consumers curious to try the new flavor, the buzzing sound on radio was also to stimulate the listener’s imagination to connect bees buzzing with MisterPotato’s “Honey Cheese” flavor. This was definitely a first on our national radio airwaves!

Media Execution
A day before the launch, we ‘distracted’ listeners throughout the day with intermittent buzzing sounds on EraFM, putting listeners on alert looking around nervously for bees. We then got the DJs to perform a cardinal sin on radio; to eat MisterPotato’s Honey Cheese flavored chips LIVE on air! Over the next 4 weeks, MisterPotato dominated EraFM airwaves with bee buzzing sounds embedded into radio contests, live announcements, announcer talksets and also strategic commercial messages. Online, we took over EraFM’s website on the launch day with subsequent three weeks exposure on their Facebook page. For two weeks on ground, SkuadEra surprised and delighted lucky Malaysians with the latest sweet treats in town; MisterPotato’s Honey Cheese flavored chips.

Results and Effectiveness
• 5.7 million EraFM listeners were on alert ‘looking out’ for bees (GFK) • The viral effect of our campaign reached countless more • Between April to May, we achieved 25% increase in sales • The most impactful way to launch a new snack’s flavour is to create a powerful “purchasing buzz” in the consumers’ minds.

2017 | |

Smart Scheduling Strategy To Help Malaysians Kick the Butt

Advertiser: Johnson & Johnson
Brand: Nicorette
Creative Agency: -
Credits: -

The Challenge
“Smoking is Injurious to Health”, despite the statutory warning Smokers found it difficult to kick the butt. Nicorette, a smoking cessation product had low awareness amongst its core TG of Muslim Malay Men. Our challenge- Drive Brand Awareness and Adoption despite the heavy smoke screen that hung in-front of smokers’ eyes.

Insight, Strategy and the Idea
During the Holy Month of Ramadan, Muslims refrained from indulgence and also quit smoking from Dawn to Dusk. But the moment the call to break the fast was heard, habitual smokers, after a glass of water and few dates, lit up a cigarette to ease their daylong cravings. We understood that Muslims view Ramadan month as time for seeking forgiveness and beginning anew. Agency recommended leveraging Muslim consumers’ mindset of new beginnings & smart radio scheduling strategy to engage smokers & help them begin afresh without the smoke, thus driving maximum impact and effectiveness.

Media Execution
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 the cravings, we engaged them again around 7pm just before Muslims broke their fast; Persuaded them further with repeat messaging between 8-10pm when they make their way for evening prayers. Delivered with consistent frequency our simple message highlighting that they have been smoke free since dawn, encouraged them to be strong & resist the urge, and together with Nicorette kick the butt for good.

Results and Effectiveness
Smartly scheduled Radio campaign reached 61% of TG with a dramatic 25% jump is Search Volume. The campaign helped register a 107% increase in sales value and 24% SOM QoQ.