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The Challenges
Motorists rarely think of which engine lubricants they put under their car. For a renowned car lubricant like Shell Helix, we could not afford to fade into the background as we struggle to sustain brand recall and interest to drive product consideration. Invasive tactics don’t last long. We had to tastefully get into motorists’ heads.

Insight, Strategy and the Idea
To gain headspace, we had to take the conversation “from under the hood” to “into the car.” In 2017, 1 in 2 Malaysian motorists felt frustrated while driving, being stuck for an hour everyday in traffic jams. They coped and blocked out on-road monotony and frustration, through music, largely listened to on Spotify. Our strategy: Make Shell Helix’s overarching mission of ‘Drive On’, aimed at reigniting the passion for driving, live through the joy felt listening to music on the road. In collaboration with Spotify, we created a worthy avenue to make a connection called ‘License to Jam’. To fully utilize the power of sound – we have used 3D mix for a fully immersive audio experience for drivers.

Media Execution
‘License to Jam’ launched with curated music playlists featuring hits from the 1960s right up to 2000s, packed with over 100 nostalgic and sentimental hits from yesterday, and deployed through a series of well-tailored brand ads on Spotify. Ads invited users to the microsite to generate their very own custom playlists based on the year they received their driving license. This effectively generated rich audiographic audience profiles for Shell Helix, and more importantly, revealed the right on-road music moments when motorists are in more joyous and open moods, that would then allow us to intercept, and further retarget with our ‘Drive On’ message.

Results and Effectiveness
We exponentially grew three brand metrics: +29.1% Ad Recall, +14.8% Brand Interest and +16.3% Purchase Intent, with an estimated 470,000 users (+18% above campaign target).

The Challenges
Nicorette, a smoking cessation product had low consideration amongst the largest smoking demographic: Malay Men. Our challenge: Drive Brand Consideration and Adoption among them.

Insight, Strategy and the Idea
70% of Malay Men try to quit during Ramadan because they can’t smoke while they fast. But willpower collapses as soon as they “buka”. Smokers, after a glass of water, light up a cigarette to ease their daylong cravings. In fact, smokers who quit right before Ramadan have a 50% chance to relapse because the stress of fasting and quitting smoking is too much. As this was the time most Malay quitters fail, let’s help them instead with Nicorette targeting them at the exact moment they feel the urge during Ramadan.

Media Execution
We attacked the 3 crucial times that smokers feel the urge during Ramadhan on the two mediums they were likely to consume – Radio & digital. 4-5pm (the drive back home) – stuck in jams, they feel the urge to smoke because they are so close to breaking fast. We leveraged EraFM DJ talksets encouraging smokers to resist the urge and use Nicorette to curb cravings. 7ishpm (break fast) – Breaking fast was another crucial moment, so we got DJ talksets to encourage them again. 9pm (after prayers) – Some Muslims don’t want to smell like smoke before entering a mosque for tarawih prayers so will smoke only after. We had repeat messaging to ensure they don’t light up that ciggy on their way back from the mosque. We mirrored the messages and timing strategy on programmatic digital with banners leading to the Nicorette website

Results and Effectiveness
1. Nicorette garnered +107% increase in sales and managed to gain 24% MarketShare
2. Radio campaign garnered 51% reach with ave freq of 9x.
3. Dramatic 25% jump in Search Volume for Nicorette.

The Challenges
Digi aspire to be the #1 mobile network in Malaysia but facing compelling challenges when competing against market leader – Maxis, who lead in both scale and advertising budget. To win in the penetration game Digi needed a new communication approach.

Insight, Strategy and the Idea
Getting consumers to switch to Digi network using the conventional advertising approach is getting more challenging as they are not easily convinced by the promises in the ads. It’s a known fact that the best advocacy is by word of mouth and recommendations by friends and family. Digi needed to identify a strong key ‘influencer’ that is able to convince Malaysians to convert to Digi.

Media Execution
Digi leveraged on top influential radio brands under No.1 radio station network in the country – Astro Radio, riding on its capability in both reach and affinity. Astro radio had always been relying on their landlines to communicate with their listeners. With the evolution and the rise of new communication platforms like WhatsApp, they needed to digitize their platform to stay connected with their listeners. Hence, we saw the opportunity to bridge these two giants together to form a win-win Media partnership – Malaysia’s Largest Portover on air. The idea kicked off by getting all the Astro Radio stations to port their existing landlines hotline number into Digi’s line by using “016” from May 2017 onwards. This Digi line will be used by listeners to reach out to the station DJ for interaction throughout the day and vice versa.

Results and Effectiveness
With this first in Malaysia idea, Digi became to be the #1 mobile network in Malaysia with 11.85mil mobile subscriptions in Q317. Achieved a 66% digi brand recall rate via radio and a positive deliverance of 18% on brand insistors score in brand health tracking in July-August 2017.

The Challenges
Xpax introduced Music Walla, a worry-free solution for digitized music lovers, that offers frequent unlimited music data on various music platforms without depleting one’s core internet data. But digital natives already get their music on-demand through digital radio and think additional telco offers will only cost much more. Our goal: dispel this notion and convince existing Xpax users to subscribe.

Insight, Strategy and the Idea
(1)Music lovers hate getting disrupted. They’re on music platforms precisely to listen to MUSIC. (2)trending music gets frequently localized by some music lovers into the local language, and 3)the same content eventually gets turned into shorter highlights of the parts people liked. Hence, our approach: 1) Make MUSIC our MEDIUM to minimize disruption. 2) BE LIQUID, by reshaping content to what audiences say and like about it. 3) LOCALIZE, by eventually developing local lyric versions of our content.

Media Execution
We launched massively with a bespoke song along with a music video on YouTube and Facebook, which was met with overwhelmingly positive response in the comments section and got picked up by radio stations due to numerous requests from listeners. We then drilled into social trends, identified popular vernaculars, content preference cues, and the like, to create spin-offs of our music video and redistribute the same online through a partnership with Joox, the largest music platform in Malaysia, to give our message more legs. With Joox, we targeted ‘music junkies’, and shared our message through ads in the form of local-languaged and shorter versions of our song, to gel seamlessly with their current playlists. This allowed our relevant messaging to come forward tastefully, inspiring a second wave of Music Walla subscriptions.

Results and Effectiveness
Outstanding reception: 6.2mill complete listens and 84.5% completion rate in just 2 weeks! Product subscriptions increased by +376%. Search intent grew, resulted in +23% CTR to subscribe to Music Walla.