Archives
2019 | Finalist | Best Use of Audited Print Media
Advertiser: Tiffany & Co. Brand: Tiffany & Co. Creative Agency: - Credits: -
The Challenges
Tiffany & Co is no stranger in the luxury jewellery sector. Whilst their key target group, the affluent segment, has high spending power, it is important but difficult to garner their interest and make them feel connected with a print advertisement. With an upcoming collection launch, how do we make it tastefully desirable to this segment and draw new potential consumers in this competitive sector?
Insight, Strategy and the Idea
A typical affluent:
1) Wants to feel exclusive and pampered
2) Have firsthand access, ownership and experiences Hence, we had to build an experience that is exclusive, unique and luxurious to position Tiffany & Co as the topofmind for fine jewellery.
We had 2 core tasks to strengthen the brand imagery and trigger consideration through experiences. The strategy was leveraging exclusive events to create unique luxurious experiences that propels the brand together with people into the spotlight, creating hype over an exclusive first preview of Tiffany’s Paper Flower new collection. Thereafter, this luxurious experience for is then broadcasted across the elites to further drive desirability amongst the rest.
Media Execution
The Paper Flower collection premiered on the front cover of the Tatler, Malaysia’s leading luxury magazine featuring a prominent KOL with Tiffany’s jewellery. The edition’s cover story featured the entire collection adorned by wellknown KOLs over full 10 pages. We drove more media attention via an exclusive, invite only preview across the magazine’s network of highnet worth individuals. The hype and coverage over Malaysia’s first Paper Flower collection preview tea party hosted by Tiffany & Malaysia Tatler gave high prominence that extends beyond the attendees; we further amplified it across Tatler’s digital and printed content as well.
Results and Effectiveness
We manage to identify, target and garner the interest of Malaysia’s 30 most influential people, the partnership generated 6,995 page views of video sponsorship and delivered 94,248 impressions on Tatler’s display advertising through mobile and desktop.
2019 | Gold | Best Use of Audited Print Media
Advertiser: Coca-Cola Brand: Coca-Cola Creative Agency: - Credits: -
The Challenges
ChineseNewYear drives 25% of sparkling drinks volume. Being the beverage of choice during this festive period is absolutely critical. How does CocaCola become the primary choice of beverage among Chinese Mums, while every competitor aggressively wants the same?
Insight, Strategy and the Idea
Chinese consumers want to start ChineseNewYear with a positive outlook, to lead a better year ahead. Chinese families, particularly Chinese mums, buy auspicious items, from symbolic dishes, snacks, and even FengShui ornaments, to counteract potential and recent negativity and bring about luck and prosperity. Coke turned their packaging into a symbol of “Auspiciousness” by Coke launching 8 auspicious can designs and lucky promo “GOLD” cans during ChineseNewYear to act as prosperity boosters, but we also needed to put ourselves as close to purchase consideration as possible. Newspapers are a common “goto” for Chinese moms with an active purchase mindset, who are looking for special ChineseNewYear promotions.
Media Execution
We kicked started campaign awareness by owning the cover page and Page3 with top panels in the highest reaching Chinese newspapers throughout the nation as our teaser. This allowed us to strategically grab the Chinese Mums’ attention during the launch and maximize the awareness of the new Coke auspicious can designs. In order to drive purchase intention, we directly took advantage of Chinese Mums’ “active purchase” mindset by placing our bottom panel ads facing corresponding retailer advertisements and promotions, almost to suggest it was the retailer’s hero promotion. The Coke Gold Bottle Promo was strategically placed in these bottom panels, attracting the attention of the Chinese Mums, by using “GOLD CAN” in bold letters.
Results and Effectiveness
Our purchase measure and perception scores grew phenomenally across the board: Value share: +2.2% ChineseNewYear2018 vs. ChineseNewYear2017 Value sales per point of distribution: +9.5% ChineseNewYear2018 vs. ChineseNewYear2017 Consumptions: +23% January2018 vs. January2017 Most importantly Coke Value Sales increased +10.6% during ChineseNewYear2018 vs. ChineseNewYear2017.
2019 | Finalist | Best Use of Audited Print Media
Advertiser: Netflix Brand: Netflix Creative Agency: - Credits: -
2019 | Bronze | Best Use of Audited Print Media
Advertiser: Giant Brand: Giant Creative Agency: - Credits: -
The Challenges
Giant, the retailer was ailing from flatlining sales. With 80% ad spends hinged on Print, we had to nudge print to work harder to drive sales.
Insight, Strategy and the Idea
Using econometric modeling, we studied 52 weeks of spends & media data & learned:
1. Print contributed to 15% of Giant’s sales: the topper in the media mix
2. Deep diving into the print mix, we learned that 2 titles drove 50% of sales with just 20% of the budget, putting pressure on the ‘budget heavy yet sales poor’ 5 titles.
3. Analyzing placements, we discovered: within ‘budget heavy sales poor’ 5 titles, Panel Ads drove 2X sales than Full Page Full Colour Ads & the converse was true for the performing 2 titles
The Aha Moment: We had pinpointed the sales contribution every cc on Print could drive; sliced by title, Page & Ad format, helping us craft ‘certain to drive sales’ print plans. We had coined a measure ‘Impact per CC’ dictating how we buy Print, putting the cookie cutter ‘Cost per Reach’ to shame.
Media Execution
Two key changes were actioned:
1. As Panel Ads contributed more to sales, we migrated budgets from Full Page Colour Ads to Panel Ads making TheStar with 40% spend share, work harder.
2. With savings from the above, acknowledging SinChew as the top sales driver we upped SinChew’s budget to 25% from 10%. A custom solution designed specifically for Giant, taking the category’s nuances into purview.
Results and Effectiveness
With the same budget, we drove 22 million incremental sales value adorning Giant with its best sales year in 4 years. We had nudged the contribution of Print to Giant’s overall sales from 15% to 22%. As the industry wrote off the comatose ‘Reach medium’ Print, we redefined the role of Print as an ‘impact medium’ and made every dollar spent on Print count.
2019 | Finalist | Best Use of Audited Print Media
Advertiser: Sime Darby Property Brand: Sime Darby Property Creative Agency: - Credits: -
The Challenges
TheGlades, a resort like landed strata development by SimeDarbyProperty (SDP), had low awareness as it is nestled within the bigger and older township of PutraHeights. SDP had to drive affluent footfall to sales gallery of TheGlades (40km away from city center) to distinguish the luxurious TheGlades from the more affordable, typical terrace homes for the masses in PutraHeights.
Insight, Strategy and the Idea
We saw an opportunity to turn TheGlades’ perceived disadvantage into its unique positioning as an exclusive and tranquil resort like sanctuary away from the city. We wanted to make our audience fall in love with TheGlades by spending a full evening to experience it. The SME readers of FocusMalaysia became our target audience for new affluent leads because they are untapped, opportunistic and chase after sense of importance so we curated an exclusive evening for friendly networking.
THE WIN3 NETWORKING FORMULA:
1. SME businessmen get to network
2. FocusMalaysia gets to acknowledge their esteemed readers
3. SDP gets footfall to TheGlades
Media Execution
FocusMalaysia editors handpicked only 25 pairs of VIP readers and their spouses to dial up the event exclusivity. Guests were welcomed “”home”” after work and chauffeured through multi tiered security and enjoyed a picturesque drive (lush landscaping, waterways, sustainable features, waterfront clubhouse) to arrive at an award winning 3 storey bungalows show unit for cocktail and personalized preview of their potential new home. As the sun set over TheGlades, guests were chauffeured to sales gallery for a 5 star fine dining, complete with live band and exquisite liquor. Editorials about the event and TheGlades followed post event to excite our guests and amplify to larger audience.
Results and Effectiveness
>Drove new affluent footfall and turned SME businessmen into advocates for TheGlades.
>Generated RM25mil worth of quality leads (400x potential ROI from media investment).
>Received great response from FocusMalaysia readers with +20% guests attendance.
>A subsequent sales event at TheGlades closed 2.5x more sales than ever.
