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), Farriz Yousof (Senior Media Buyer), Yaw Sook Yin (Media Manager), Hanim Mazam (Media Planner), Koh Joo Siang (General Manager, Cerebos (M) Sdn Bhd)
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.
The current youth generation in Malaysia has very different needs and culture compared to previous generations. We wanted the brand to connect with this generation by giving them an expression that only belonged to them. We started a movement called “Generasi-Hebat” (Generation-Fab). The song “Juara” (Champions) was sung by Malaysia’s 5 hottest reality stars and became the movement’s anthem whilst the “Hebat” tie became the movement’s symbol which youths started wearing fashionably.
“Juara” was aired on TV, radio and online, performed at concerts and featured in the “Kau&Aku” soundtrack. “Hebat” troopers raided youth hang-outs whilst Radio DJs sang to “Juara” and spoke about “Generasi-Hebat”. The singers were interviewed on talk-shows and fans chatted with them online. Bloggers posted pictures of themselves posing with BRAND’S-Essence-of-Chicken and wearing the “Hebat” ties. The Generasi-Hebat facebook, which includes a Music Video application, allows youths to interact with BRAND’S and each other.
It’s facebook of more than 16,478 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.
Advertiser: Nestle Products Sdn Bhd Brand: Nespray Creative Agency: - Credits: Lim Suk Yee (Executive, The Exchange), Audrey Low (Senior Manager, Client Leadership), Yvonne Tan (Senior Executive, The Exchange), Yoong Kah Lai (Senior Executive, The Exchange), Allison Chin (Director, The Exchange), Nestle Products Sdn Bhd
Advertiser: Maxis Mobile Services Sdn Bhd Brand: Maxis Creative Agency: - Credits: Josephine Har (Senior Manager, The Exchange), Anisa Nordin (Executive, The Exchange), Soh Gan Hun (Senior Manager, The Exchange), Jolene Tan (Executive, The Exchange), Amber Pua (Executive, The Exchange)
Advertiser: L’Oreal Malaysia Sdn Bhd Brand: Maybelline Creative Agency: - Credits: Kerri Lim (Group Account Director), Shirley Toong (Group Media Director), Rafeah Siron (Media Planner), Christable Fernandes (Account Manager, McCann Erickson), Sasi (Momentum), Lam Swee Kim & team (General Manager, Media Prima 8TV), Jason Ko & team (Chief Executive Officer, MYC)
Maybelline’s brand of New York Chic seemingly owns universal appeal but suffered a lack of relevance and perceived achieve-ability among young Malaysian female consumers. Consumers were opting for home-grown brands that they were able to associate better with like Silky Girl. Maybelline needed to regain its ground with its consumers.
Research showed that while consumers love aspirational brands, it needs to be something they could relate to or be able to achieve. Hence, a reality show called Simply Fabulous was created, in search of the Malaysian girl with a flare of New York chic to localize the brand yet hold true to our New York heritage. Participants needed to demonstrate Maybelline’s personality to be rewarded the ultimate trip to attend New York’s fashion week.
Collaboration with Media Prima and MYC to reach the young audiences. MYC drove college recruitment on ground and through their magazines. MP produced and broadcasted the web-episodes on 8TV.com.my driven by promos and the finale on TV, a first on air and online integration through 8TV. 8TV.com.my/Simply Fabulous, Facebook fan page and on ground allowed for engagement and interaction with our young female consumers to strengthen Maybelline’s brand affinity and relevance with them.
Sales during campaign period went from minus11% to plus27%. Total website hits achieved 345,083 which is the highest for 8tv.com.my in similar genre programming. Simply Fabulous generated RM3,102,924.80 worth in PR, that’s 1706.78% ROI and 22,400 in terms of search results on Google, making this campaign a success for client.