Archives




2010 | |

Friso Mommies Arm Their Kids!

Advertiser: Dutch Lady Milk Industries Bhd
Brand: Friso Gold
Creative Agency: -
Credits: Ramakrishnan C.N. (Director Consulting), Samantha Tay (Associate Media Director), 
Olivia Lee (Media Planner), Hotimoh Hosnol (Media Buyer), Goh Soo Mei (Media Manager), Debby Ho (Marketing Manager, Dutch Lady Milk Industries Bhd), Alicia Chua (Product Manager, Dutch Lady Milk Industries Bhd)

DIG - Friso Mommies Arm Their Kids!

Challenge
Mothers are spoilt for choice in Growing-up Milk category. Against a clutter of aggressive pharma brands with strong medical claims, Friso Gold with its small budget had a tough challenge in holding affluent moms engaged around its immunity platform.

Solution
Working moms often worry about their kids’ health & safety, especially when they’re at work. Being guardian angels to their children they want nothing more than equipping their children with total defense mechanism. Recognizing that working mothers often have pockets of me-time in between office hours, which they spend online uploading, playing and sharing photos, we invited them to do what’s top-of-their-mind – arm their tiny tots with total safety! – via a cool custom Photo tool.

Execution
We invited a group of alpha-moms to use the photo tool to choose from an array of weapons, shields, armors etc to creatively showcase their kids in the midst of battling bacteria & germs, along with a photo blog entry that turned them into Friso Gold’s advocates & opinion leaders. Friso Gold’s association with immunity was further reinforced via information sharing during parenting talks & kids activities held exclusively for winners of most interesting entries.

Results
The brand attribute related to immunity grew by phenomenal 150% over the quarter! On the shelves, sales recorded a healthy growth of 9% over previous quarter and 23% over last year (Nielsen Retail Audit; Dutch Lady Brandtrack).

2010 | |

Live BannerCast Brings Karaoke

Advertiser: Telekom Malaysia
Brand: Telekom Malaysia
Creative Agency: -
Credits: Ramakrishnan C.N. (Director), David Ku (Head of Interactive), Jane Chong (Media Manager), Hanim Mazam (Media Planner) Gurpreet Singh (General Manager), Stephanie Chin (Head of Operations), Lim Nian Shan (Senior Media Buyer), Alicia Boey (General Manager, Telekom Malaysia)

digital-tm

Challenge
TM was heavily losing relevance among the Youth and there was an urgent need to refresh itself into a 2.0 version. A massive youth street Karaoke party was planned in KL. The challenge was to engage the youth all over Malaysia and not just the KLites.

Solution
We know that the event was an ideal time to showcase TM’s strengths in the broadband sphere and to turn the youth into believers. 60% of Malaysians are connected online hence the perfect platform to bring the event to them but research showed that Youth particularly avoid visiting branded or company websites. As such we needed to be where they regularly surf rather than attempt to drag them to where we wanted.

Execution
We decided to stream the event LIVE on online banners at youth affinity sites where they could watch the event while doing what they normally do. TM’s internet infrastructure was used and a dedicated line was set up from the ground to the servers. The FIRST EVER live coverage on banners enabled TM to engage the youth across Malaysia making the event larger than life. We literally took the party to where they hangout.

Result
The LIVE streaming garnered over 1.16 Million unique viewers during the event. Brand Loyalty scores of TM amongst youth went up by a whopping 22%. Sales of TM’s broadband packages went up by a phenomenal 16% over the same period last year to close at the highest in 2009.

2010 | |

Are You Chipster’s Next Superstar?

Advertiser: Kraft Malaysia Sdn Bhd
Brand: Chipster
Creative Agency: -
Credits: Lee See Pin (Executive), Zufar Zahran (Senior Manager), Althea Wang (Manager), Chan Wan Lih (Senior Manager), Chong Lee Fen (Planner, GroupM Interaction), Lee See Yin (Creative Services, GroupM Interaction), Desmond Kiu (Manager, GroupM Interaction)

digital-chipster-main

Challenge
Chipster needed to bite into the youth segment and increase market share with the launch of two new flavors for their potato chips. We needed to engage them in a new way that provides value to their favorite online activities and attention-seeking behavior.

Solution
We produced Malaysia’s FIRST branded webisodes! An online-movie series about the rescue of Chipster’s new flavours from the evil villain. Users could personalize the movies and the best personalized movies went onto national television.

Execution
We promoted out movies on Facebook and top websites. We worked with celebrity bloggers to drive a Chipster online-movie craze. We allowed users to share their personalised movies on Facebook, Twitter & other social platforms, driving viral.

Result
It generated huge online buzz! Video views reached 1 million. Hundreds of bloggers and even tech magazines talked about it. It grew Chipster’s market share by 3% points. It also won Kraft’s Best APAC Digital Campaign.

2010 | |

Avatars Dance-off on Streamyx Broadband

Advertiser: Telekom Malaysia
Brand: Streamyx
Creative Agency: -
Credits: Ramakrishnan C.N. (Director), David Fu (Head of Interactive), Jane Chong (Media Manager), Hanim Mazam (Media Planner), Gurpreet Singh (General Manager), Stephanie Chin (Head of Operations), Lim Nian Shan (Senior Media Buyer), Alicia Boey (General Manager, Telekom Malaysia)

digital-streamyx

Challenge
Streamyx has been facing intense competition and needed to reestablish itself among the youth. It needed to highlight its core strengths – speed and stability. This mattered to the hardcore users, who spend HUGE amount of time online. We need to identify who they are and what gets them going.

Solution
With more than 8 hours of gaming a week, the Malaysian gamers were the top influencers when it came to the broadband category. They were the perfect ambassadors for a player like Streamyx. But they had never been ‘spoken’ to before, so we need to literally get into their world to engage them with the brand. We decided to leverage the popularity of an existing TM branded song to bridge this gap.

Execution
For the FIRST TIME ever, we embedded the existing branded song into one of the most popular games in Malaysia – SuperDancerOnline. Where Players create their Avatars, form a dance troupe, choreograph dance moves to the song and compete in a month–long nationwide Streamyx virtual dance challenge. It was promoted online and at colleges and cybercafes. The top ‘dancers’ slugged it out on the final day marathon, live on Streamyx broadband infrastructure.

Result
More than 1000 ‘avatars’ uploaded videos and created a massive buzz through blogs and social networks. TM – Streamyx broadband sales went up by 16%, closing at highest in 2009.

2010 | |

Stay in Shape with Shine Virtual PA

Advertiser: Dutch Lady Milk Industries Bhd
Brand: Shine
Creative Agency: -
Credits: Ramakrishnan C.N. (Director Consulting), Samantha Tay (Associate Media Director), Bridget Luis (Senior Planner), David Fu (Head of Digital), 
Lim Nian Shan (Senior Buyer), Goh Soo Mei (Media Manager), Karen Tan (Account Director, Leo Burnett)

DIGS - Search Your Way to a Fitness Assistant

Challenge
Young working females are always wished there were another 24 hours in a day. They are pressed for time, and struggling to manage their schedule properly, what’s more with managing diet and stay in shape! Shine faced a challenge to engage them continuously within slots that’s most convenient to users.

Solution
Urbanites live a hectic lifestyle so the need for a personal assistant is apparent! Hence we created a virtual PA; she’ll have you dancing to a cardio beat, and share exercise secrets with you. She’ll even keep track of what’s on your plate everyday (but turn a blind eye to that slice of cake once in a while). And she’ll let you in on awesome promos from Shine. All in the form of a widget.

Execution
The widget is made available on the microsite for downloads. Traffic was driven to microsite via various online teen habitats. The widget was designed to have contemporary look & feel in the form of a transparent bag to appeal to the young OL. It was placed critical touch points where TA wouldn’t missed – Facebook, MSN messenger and hotmail. SEM was embedded to ensure strong association when TA searches for stay in shape related topic.

Results
A massive 7.6 million impressions were delivered and 20,858 Clicks were garnered at 0.27% CTR. The scores were a massive 125% higher above the average APAC benchmarks! (Source: Eyeblaster).