Archives




2011 | |

Mission Possible! Facebook the Mission. Live the Broadband Experience

Advertiser: Maxis Mobile Service Sdn Bhd
Brand: Maxis Broadband
Creative Agency: Integricity Corporation Sdn Bhd
Credits: Raja Jesrina Azlina Raja Arshad, Kristine Ong, Josephine Har


Challenge
In 2009, Maxis Broadband customers were extremely frustrated with unstable connections. In 2010, Maxis drastically improved their broadband services and also created 7 customized packages tailored to different online consumer profiles. Now, the challenge to the agency was HOW to communicate these improvements, change brand perceptions and truly boost likeability?

Solutions
Our core audience of 18-34 year-old urban Malaysians are most active on social media. Thus we went for a fully digital approach leveraging on social with NO ATL support. We introduced “Mission Possible” the FIRST EVER full-fledged multi-level Facebook game contest by a Malaysian Telco. By bringing Maxis Broadband features and 7 “characters” to life, we not only educated prospects of new offerings but improved brand likeability through fun engagement and a rewarding online experience!

Execution
Mission Possible immersed players in environments actively suggesting usage of Maxis Broadband and insight to its benefits. Playing a secret agent, users chose from 7 Broadband characters, retrieved stolen data and uploaded it to Headquarters via Maxis Broadband! Special prizes were awarded to winners thus encouraging sign-ups. We also ran engaging Youtube interviews with local celebrities personifying each Broadband character. The Mission was a testament of Maxis Broadband’s improved performance, positively gaining back consumers’ confidence.

Result
Mission Accomplished! A phenomenal 240% surge in Broadband sales versus the previous month, through successful demonstration of Maxis Broadband’s performance. The immersed experience strengthened brand likeability gaining 50% increase in Maxis Facebook fans and 50,781 Game downloads, an impressive 150% more than average in just 7 weeks!

2011 | |

Augmented Reality Unlocks Priceless Shopping Discoveries

Advertiser: Mastercard Worldwide
Brand: Mastercard
Creative Agency: McCann Worldgroup (Singapore) Pte Ltd
Credits: Jenny Au (Associate Director), John Lee (Media Planner), Faridah Ismail (Media Buyer), Stella Lui (Account Director, Universal McCann SG), Gesella Ang (Media Manager, Universal McCann SG), Evie Loo (Vice-President, MasterCard Worldwide SG)

DIG - Augmented Reality Unlocks Priceless Shopping Discoveries

Challenge
As official credit card for Malaysia Mega Sale, MasterCard was positioned as the gateway to priceless shopping discoveries. However share of wallet was difficult to build in a fickle category, where young urban affluents often changed their mind at the point-of-purchase, and being first out of wallet was key.

Solutions
We discovered that in the age of i-pad and i-phone, our young urban affluents actively seek &enjoy novel stimulating tech experiences. We decided to embed a unique augmented reality application to engage their attention with MasterCard shopping discoveries. Mid Valley is the largest mall in Malaysia and at the time of mega sale our segment throngs the mall for the ultimate retail therapy of all providing the perfect backdrop.

Execution
The Augmented Reality set up was hooked onto a big screen, whereby users need to flash their MasterCard to as the key to the inviting experience. Inside curious users could navigate a journey of surreal experience through 4 categories of priceless delights – Wellness, Travel, Dining & Retail – discovering exciting offers and embedded MasterCard promotions. This experience brought alive the seductive pleasures of shopping, among a mindnumbing wallpaper of shopper promotions in the period.

Result
An estimated 12,000 people engaged with the novel experience during the Megasale. Total number of transactions via MasterCard saw a 9% increase from last year. MasterCard exceeded all expectations by recording 34% growth in GDV during the period – its highest ever.

2011 | |

Cool Banners Advise as per Weather Outside

Advertiser: Johnson & Johnson Sdn Bhd
Brand: Johnson’s Baby Powder3
Creative Agency: Monster Interactive Sdn Bhd
Credits: Ramakrishnan C.N (Executive Director), Neeraj Gulati (Director Social Media), Samantha Tay (Associate Director), Andrew Khong (Media Planner), Saki Goh (Group Brand Manager, Johnson & Johnson Sdn Bhd), Samantha Chan (Associate Brand Manager, Johnson & Johnson Sdn Bhd), Chong Yee Ee (IT/Digital Manager, Johnson & Johnson Sdn Bhd), Valerie Cheah (Account Executive, Monster Interactive Sdn Bhd)

DIG - Cool Banners Advise as per Weather Outside

Challenge
Johnson’s baby Powder is the market leader, however it was facing a plateauing of sales of its ‘cooling’ variant. They wanted to refresh the ‘cooling’ variant of its powder range for a year- end boost to the sales by bringing back its occasion relevance amongst the urban mothers.

Solutions
Malaysia is mostly humid with some heat thrown in between. Mothers tend not to apply cooling powder to kids in afternoon assuming it may not be so hot/humid after rains. This time is a me- time and online-time for them right before the kid comes back from school. We wanted to remind her of the weather outside and how vital it is to apply the powder on her kid before he goes out to play.

Execution
Media agency advised to turn digital banners into thermometers! It displayed REALTIME weather outside and our message was customized to this weather condition. When it was 30°C we flashed “don’t let the heat affect your kid’s playtime with JB Cooling Powder” and when it was raining we flashed “Prepare your kids before the sun comes out”. It was the FIRST TIME in Malaysia that integration of LIVE weather information with time and message was done.

Result
The campaign reached 65% of the mothers. The CTR achieved was 211% above industry average. Johnson’s baby Powder market share grew 25%YoY to reach the highest ever market share in a shrinking category!

2011 | |

Turning Away from PAY-PER-PITCH Blogging – Digi Evangelists

Advertiser: DiGi Telecommunications
Brand: DiGi
Creative Agency: Nuffnang
Credits: Hieu Kau Sern (Digital Director), Mark Darren Lee (DiGi Telecommunications), Nicholas Chay/Jestine Goon/Timothy Tiah (Nuffnang)

Challenge
SuperBloggers like Celcom-sponsored BeautifulNara.com and Maxis-sponsored Kenny Sia often attracts 19million+ visitors per year, thus are paid hefty sponsorship fees in return for pitching their particular patron brand. DiGi had to make a seemingly no-win call in the blogging space: either Pay to Play, or forfeit playing at all.

Solutions
In 2010, they were between 150,000-250,000 active bloggers in Malaysia. For every 100 “SuperBlogger”, they were at least 1000 small-medium-sized bloggers (SMBs). Aggregating a fraction of these SMBs could potentially become the Biggest Media Nobody Had Ever Heard Of! 4000 small-medium-sized bloggers would yield 96,000,000 audiences. These bloggers who weren’t popular enough to “deserve” invites to big launches, or deemed NOT influential enough to deserve gadgets for review. Thus DiGi Angels community program was created.

Execution
The first of its kind, DiGi Angels was designed for SMBs; blogosphere community activities were designed to help them grow, reward, inspire and be recognized: •Invited to cover media launches alongside top journalists •Test and review cutting-edge devices •Created blogger socials •Promote “New Blogger-of-the-Week” on DiGi’s website •Organized a “How to Become a SuperBlogger” bootcamps •Intimate Secret Events with celebrity performances, appearances only the community would have details to.

Result
An average 12.3 new DiGi evangelists per day for a year, to be unpaid brand advocates. In early 2011, we had 5163 evangelists, 43.2million readers combined, posted DiGi related articles that generated over RM9,000,000worth of PR value; all without being paid a single cent to do so!

2011 | |

BannerCam Turns your Baby into a Superstar

Advertiser: Johnson & Johnson Sdn Bhd
Brand: Johnson’s baby
Creative Agency: Rapp Malaysia
Credits: Ramakrishnan C.N (Executive Director), Neeraj Gulati (Director Social Media), Samantha Tay (Associate Director), Jade Chong (Media Manager), Saki Goh (Group Brand Manager, Johnson & Johnson Sdn Bhd), Grace Teoh (Associate Brand Manager, Johnson & Johnson Sdn Bhd), Chong Yee Ee (IT/Digital Manager, Johnson & Johnson Sdn Bhd), Lim Wai Yee (Chief Operating Officer, Rapp Malaysia)

DIG - BannerCam Turns your Baby into a Superstar

Challenge
Johnson’s Baby of the year contest (BOTY) has been running for 18 years. It became more famous hence competitors started emulating us. We needed to differentiate from them. In-store photo booth has been a success. We needed to leverage on this for the new age urban moms.

Solutions
A camera is a mother’s best friend. When babies arrive, mommies buy cameras. Handycam, Stillcam, Phone cam and Webcam, become mommies favorite tools to capture their babies’ beauty and innocence forever and for the whole world to share via facebook, via messenger, via skype, via youtube and via virals. The always-on world of Cam-mommies becomes the always-on-show world of Cam-babies. So we integrated webcams into unique BOTY banners to help mommies crown their little superstars.

Execution
Whenever mommies saw our online banner, all they needed to do was allow their webcams to capture their baby’s photo, which appeared on the banner, which could in turn be crowned among camera flashes like a superstar baby. Then with a simple click the photo could be submitted to enter Johnson’s Baby of the Year contest. In a first ever integration of banners with webcams, Johnson’s Baby engaged mothers via a surprising and delightful innovation.

Result
The campaign reached 68% of the mothers. The entries grew by a whopping 49% over 2009 ending at the highest ever in the last 18 years. With this campaign, online entries became the 2nd largest channel for collection of entries very close to the traditional in-store collection.