Archives




2010 | |

Generasi Hebat – A New Youth Movement

Advertiser: Cerebos (M) Sdn Bhd
Brand: BRAND’S Essence of Chicken
Creative Agency: -
Credits: Gurpreet Singh (General Manager), Chew Kagee (General Manager), Chai Yen Yen (Associate Director), David Fu (Head of Interactive), Yaw Sook Yin (Media Manager), Hanim Mazam (Media Planner), Farriz Yousof (Senior Media Buyer), Koh Joo Siang (General Manager, Cerebos)

DIG - Generasi Hebat - A New Youth Movement

Challenge
BRAND’S Essence of Chicken was considered as a traditional, Chinese health medicine that eager, Chinese moms forced upon their children during exams to increase mental alertness. To avoid saturation, it urgently needed to reposition itself as an everyday, YOUTH, Malay, lifestyle brand.

Solution
Current youth generation in Malaysia has different needs and culture compared to previous generations. We decided to connect with them through “Juara” (Champions), the anthem for Generasi-Hebat movement which we started, and also through various digital avenues including Social Media and User Content. We invited youths to own the movement by using the anthem, the “Hebat” tie and the Music Video to express themselves, to create user content and spread the movement.

Execution
“Juara” was viralled via social networks and video sharing sites. Through “live” chat sessions on entertainment sites, the reality stars were able to share with fans what Generasi-Hebat meant. Bloggers posted pictures of themselves wearing “Hebat” ties. One even posed with 365 bottles of BRAND’S-Essence-of-Chicken.The Generasi-Hebat facebook, which includes a Music Video application for youths to upload their own pictures into the Music Video, allows youths to interact with BRAND’S and each other.

Result
It’s Facebook of more than 16,500 fans are 80% Malays. 80,000 video views online. 974,003 Yahoo Search results for “Generasi Hebat” “Juara” was a Top 10 requested song on Hot.fm. 8tv, viewers voted it the Top Youth campaign. 15% sales growth.

2010 | |

Paint Your House with a Mouse

Advertiser: Nippon Paint (Malaysia) 
Sdn Bhd
Brand: Nippon Paint
Creative Agency: -
Credits: Wong Tse San (Client Services Director), Tan Soon Liang (Associate Digital Director), Janise Shiaw (Media Planner), Ooi Hoay Lee (Media Buyer), Wong Siew Wai (General Manager), Gladys Goh (General Manager, Marketing, Nippon Paint), Wong Meng Lee (Brand Manager, Nippon Paint)

DIG - Paint Your House with a Mouse

Challenge
In 2008, we owned a successful home makeover show with 35% channel share, reaching 1.4 million viewers. But recession in 2009 put paint sales under great pressure. Consumers were not motivated to paint. We needed to leverage on a successful branding opportunity to move sales and build market share.

Solution
While Deko Idaman 1 was a TV success, it did not translate to immediate sales for Nippon Paint. We realised that the lack of response stemmed from consumers’ fear of wasting money if they ended up using the wrong colours and the inability to visualise the end result. The strategy was to remove these barriers by allowing them to experiment online and ‘see’ the end result without spending anything or picking up the paint brush.

Execution
Within the TV show, we drove viewers to the micro-site to dabble with our first-of-its-kind online application which allowed them to change the colours of the very rooms they saw on TV with their own colour choices! They could also submit photos of their homes to be virtually made-over by NP professionals with their choices of colours. An online forum was also hosted to allow viewers to ask NP for paint and décor advice.

Results
The online campaign served 7.1 million impressions with an impressive CTR of 0.42%. Microsite generated 3.36 million impressions – this is in addition to the 1.5 million viewers who tuned into the TV program. 20,000+ interacted with our first time ever online colour-scheming services. Sales jumped 18% year-on-year.

2010 | |

A Call You Can Miss, Ice Age 3 You Musn’t

Advertiser: Twentieth Century Fox Film 
(M) Sdn Bhd
Brand: Ice Age 3
Creative Agency: -
Credits: Credits Jessica Lim (Group Account Director), Vanitha Selvathurai (Media Planner), Justin Murugaya (Senior Copywriter, Carat Interactive), Heather Wee (Head of Mobile Advertising, Maxis), Lim Saw Hoon (Product Manager, Mobile Advertising, Maxis), Soh Boon Kiat (PDI Executive, Mobile Advertising, Maxis)

DIG - ICE AGE

Challenge
Animated movies usually have a harder time at the box office. Not only did Ice Age 3 wanted to beat the last Ice Age’s benchmark, it also had the challenge of going head to head with the year’s biggest summer blockbuster too!

Solution
Watching movies is a popular social activity for youngsters and they usually plan ahead, with recommendations from friends, considered seriously too. With this insight, we needed a media that offers connectivity and share amongst like minded young audience. Maxis mobile’s missed calls notification service offers just that, providing users a chance to view the movie trailer; share it with their friends and plan their next movie outing.

Execution
We created multiple short teaser lines, each tagged onto a missed call notification SMS from Maxis to users. Messages were served only from Wednesdays to Sundays, to coincide with Thursday movie releases and promote weekend viewing. The lines aroused their curiosity, and by clicking the link provided they were able to watch Ice Age 3 trailer and also share it. The lines were rotated daily to maximize impact and provide a fresh experience.

Results
Ticket sales doubled from that of Ice Age 2’s RM4 million to hit RM8.5 million. Over 1.2 million unique users were covered across 10 days, with a 1.86% interaction rate. Over 20,000 people shared it with their friends, generating an additional 20,000 interactions. Cost per engagement only at 7 cents.

2010 | |

Streamyx Speed — Targeting to Sell Upgrade

Advertiser: Telekom Malaysia
Brand: Streamyx
Creative Agency: -
Credits: Susan Lim (Assistant Manager), Ramakrishnan (Director Consulting Malaysia), David Fu (Head of Interactive)

DIG - streamyx

Challenge
As surfing behavior has evolved, TM faced several disgruntled subscribers, who experienced slow speed due to their low bandwidth subscriptions but sophisticated usage. TM had an opportunity to invite them to experience the faster tier and upgrade. The challenge was it had different tiers to convey to different surfing needs.

Solution
We discovered that the best time to sell an upgrade was when the surfer is actually experiencing slow speed, waiting for something, that can’t wait. We also wanted them to try and get used to the smooth higher bandwidth experience, so they can upgrade. So, we used the micro-targeting technology to detect user bandwidth before serving different creative’s, customized to the bandwidth, amount of usage and the type of content users were trying to access.

Eexcution
For example, the slowest ones downloading mid-heavy content were invited to upgrade to the next tier and the faster ones but not fast enough for the very-heavy content they were accessing were invited to upgrade to the highest tier etc. The upgrade was free for four months to get them habituated.
Those who needn’t upgrade were invited to sign-up on TM’s Facebook fan page to share their positive experiences & to enjoy free music downloads.

Results
The first-ever campaign leveraging such technology and wastage was zero. TM gained 20,000 new upgrades within a month! This campaign captured more than 19.2 million page views & over 57,000 clicks at a rate 4x higher than norm.

2010 | |

Break Free of Boxes With Wifi

Advertiser: Telekom Malaysia
Brand: Streamyx
Creative Agency: -
Credits: Chai Yen Yen (Associate Director), David Fu (Head of Interactive), Hanim Mazam (Media Planner), 
Emilie Gimbang (Assistant Brand Manager, Telekom Malaysia), Dentsu Utama

DIG - Break Free of Boxes With Wifi

Challenge
As competitive pressures intensified from Wimax players, they tried to position TM as a wired internet player. This made it highly critical for Streamyx to use its Wifi@Home package to restage that perception in consumer’s mind. We needed to truly bring the proposition alive!

Solution
We found that if a household has wired internet but multiple surfers, then often members of the family have no choice, but to stay extra time at office to surf or students go to school library and surf, while someone is using it at home. Having wifi at home means you can work at leisure and you can study at home too. We brought alive this story via innovatively marrying ‘interactive synchronized banners’.

Execution
First banner communicated Streamyx Wifi@Home. Second banner showed two rotating visuals – a father surfing at work and a kid studying at library. Tempted, consumers click on the banners and to their pleasant surprise the characters react! The characters literally jump out from the banner across the webpage into Streamyx Wifi@Home banner where they can surf at home, together (the banner changes to everyone sitting on the couch at home and surfing parallel).

Result
The campaign garnered 9.6 million page views, exceeded by 215% then planned.
Streamyx Brand Health shows that there was a tremendous growth of 197% amongst “insister”/loyalist from the past quarter, during the campaign period.