Archives




2012 | |

HTC — iPhone Hijacked

Advertiser: HTC Malaysia Sdn Bhd
Brand: HTC Sensation
Creative Agency: -
Credits: -

Challenge
It is everyone’s aspiration to get an iPhone but consumers are far less knowledgeable about HTC- Android phones. Traditionally, potential buyers of phones relied on in-store experiences before committing to a purchase. Our challenge was to engage iPhone users to try a differentiated product, without setting foot in a physical store.

Solution
Consumer insights from previous campaigns indicated that older iOS iPhone users were more likely to engage with HTC Android ads, as they were evaluating alternative OS platforms. We “hijacked” iPhones for the very first time in the market by bringing the HTC experience directly on the iPhone-screen. Targeting iPhones only and using a highly engaging screen take over creative format, we provided consumers with a tactile experience of HTC’s interface, right in their hands.

Execution
The ad would tease older iOS targeted users to swipe and experience something new. Mimicking the signature HTC unlock screen, a simplified HTC home interface would take over the screen to allow the user to experience the interface. A host of different banner sizes were served to cater for the absolute perfect rendering across devices to optimize the experience. To improve results during the campaign, individual OS and handsets were tracked to focus the budget.

Results
Approximately 50,000 user swipes were delivered from iOS devices, creating an interaction equivalent to approximately 2,500 potential new users walking into the store. Campaign over delivered on clicks by 30% resulting in a never before rich media cost per click of RM0.40 (Google average RM1.50), heightening the awareness for HTC.

2012 | |

Social Movement Powers Virtual Concert

Advertiser: Maxis Mobile Services Sdn Bhd
Brand: Hotlink
Creative Agency: -
Credits: -

Challenge
Hotlink has a long association with music however this association has jaded over the last 3 years. The challenge was to help Hotlink re-launch its music positioning in a new and innovative way. Hotlink needed to resonate with today’s youth and be relevant in their media space.

Solution
As youth are increasingly spending more time online, it inspired us to host a virtual concert. With a difference! It will be the nation’s first virtual concert powered by a social movement. We got Malaysian pop star Yuna to unveil her new single online. The catch? Her virtual concert would be activated only if she secured 10,000 signups from Hotlink subscribers!

Execution
In a bold move, we did away with ads and relied purely on earned media all online channels! This 100% editorial approach was executed across social spaces and mobile channels. We engaged top bloggers and peer-to-peer influencers to talk about people powered concert. Major top portals gave a sneak preview of Yuna’s new single and Yuna rallied her fans on Facebook and Twitter. Suddenly, the online space was abuzz and talking about the social-powered concert.

Results
We achieved 10,000 signups in 8 days! Campaign generated a PR value of RM1.8Miillion Online. The buzz resulted in Hotlink facebook page recording phenomenal 63% growth (76,000) in fan-base within 10 days! Malaysia and Hotlink made music history with the nation’s first ever social powered concert!

2012 | |

Heineken Opens Your World

Advertiser: Guiness Anchor Bhd
Brand: Heineken
Creative Agency: -
Credits: -

Challenge
“Open Your World” is Heineken’s new global communications platform. We had to bring this brand essence to life in Malaysia, particularly near the point of consumption, in a way that would enhance Heineken’s reputation as a pioneering beer brand.

Solution
Our research revealed that Heineken consumers constantly seek exciting experiences that are state-of-the-art, first-of-its-kind and chic. With this insight, we invented “Heineken The Opener” – Malaysia’s first-ever iPhone application that uses augmented reality integrated with GPS. Through the application, consumers could hunt for virtual Heineken bottles in pubs and bars, and open them to win prizes. This unique solution gave beer consumers a high- tech brand experience at the point of consumption.

Execution
To generate awareness, we deployed mass broadcasting across top website portals, social seeding and mobile advertising. These digital channels created buzz among Heineken advocates which then spread across the larger beer drinking community. When consumers used the application to open virtual bottles, they could collect points which encouraged them to repeat usage of the application and visit more outlets. All this was amplified through an automatic sharing function via Facebook and Twitter.

Results
The Opener was loved by all – over 30,000 sessions and 2,100 hours spent interacting with the cool application generated RM1mil of PR value. The popularity of the application resulted in 64% growth in Heineken’s brand affinity and increased 33% share-of-throat (monitored by TNS Brand Tracking System).

2013 | |

F&N Unleashes the First Ever ‘Surround’ Gaming Experience

Advertiser: F&N Interflavine Pte Ltd
Brand: F&N Fun Flavours
Creative Agency: Bates Malaysia
Credits: Universal McCann — Chew Kagee (Senior Vice President), Chai Yen Yen (Business Director), Jacinth Lum Sin Yeh (Senior Media Planner), Nikki Fok (Media Planner), Cecilia Wong (Media Buyer) / Rally — Derek Tan (Executive Director), Chew Xian Kim (Manager Community Strategy), Bryan Hoo (Senior Social Media Specialist) / F&N Interflavine Pte. Ltd. — Jenny Wong (Assistant General Manager - Marketing), Yee Pek Kuan (Brand Marketing Manage - SD, Juice&Water), Stephanie Wong Wai Yee (Brand Manager - Juice&Water), Vanessa Lim Su Ping (Assistant Brand Manager - CSD) / Bates Malaysia — Aditya Kilpady (Strategic Planning Director), Elaine Yap (Account Director), Gavin Teoh (Senior Accountant Manager)

Challenge
CSDs are struggling to stay relevant. In its 129th year, F&N is perceived as old whilst the typical ‘fun’ imagery is becoming irrelevant to youth. Youth besieged with choices, are constantly searching for new experiences including the way they consume media. More challenging, is achieving repeated engagement with them.

Solution
Malaysian youth are married to their mobile devices – always there, never arguing, only entertaining. It has become their personal source of happiness – he does his purchases online, he checks his friends’ updates on Facebook, while he beats his friends’ scores on Candy Crush. Milking this relationship, media agency recommended a mobile app where all F&N media touchpoints triggered an explosion of addictive, sporty fun bubbles across their mobile devices to be blasted away.

Execution
A first ever in Malaysia, media agency created the F&N Bubble- Blaster mobile app which used image recognition technology to interact with F&N images across all media touchpoints like TV, Youtube, Facebook, websites, Ambient, OOH and even POSM. Embedded with a hook that urged them to point their mobiles to release an explosion of bubbles on the screen. Youth had fun blasting the bubbles away and immediately shared their scores, challenging their friends on Facebook.

Results
In 6 weeks, campaign reached 92% youth. F&N Bubble-Blaster was played 101,435 times, gaining additional 80,399 Facebook fans (+126%). The video was viewed 5.78m times generating huge online buzz, amassing RM3.25m in Earned media value. Spontaneous Brand Awareness grew 14.29%, Brand Likability grew 5.9%, whilst Sales increased 33% post campaign.

2013 | |

Proton Preve Unlocks the Bond in You

Advertiser: Proton Holdings Berhad
Brand: Proton
Creative Agency: Trival DDB
Credits: Universal McCann — Tammy Lim Siew Hoon (Business Director), Joyce Lee Phei Phei (Media Planner) / Proton Holdings Berhad — Alvin Tey Puat Seng (Interactive Marketing Manager), John Heng Fook Kheong (Interactive Marketing Manager) / Tribal DDB — Lim Tien Ming (Account Manager)


Challenge
Proton Preve was pegged as first ever global sedan, which represented a new benchmark surpassing all expectations in the local automotive industry, with top end features in a value car. We needed to create the aura of sophistication and superior technology amongst the extremely cynical who don’t relate to Proton.

Solution
We needed to convince Malaysians about Preve being technologically superior than its competitors. Thanks to Hollywood, car scans, thermal imaging and 3D interactivity are considered as a mark of technological advancement. We decided to merge Malaysians love for mobile apps & their fascination with Hollywood through media innovation to launch the first ever innovative Virtual 3D augmented reality app to bring a showroom experience of the all-new Preve at the palm of their hands.

Execution
Prospects would be able to scan highly contextual websites and chance upon the ‘hot’ Preve zooming across leaving a thermal heat signature and revealing itself slowy. Once they get excited and are ready for more we led them to download the Preve 3D AR app which they would have to again use their spy skills to unlock the features on a fully interactive 3D Preve right in their hands, sleek sophisticated and truly world class.

Results
The 3D AR application had an estimate of 25,000 downloads with Proton Preve earning the 4th place for most trending term in Google for 2012. PREVÉ had a huge increment of 11,310 bookings within the 2nd month after the launch despite having encountered limitations in their test drives units.