Archives




2011 | |

How a Partnership of Media giants turned a product launch into National News

Advertiser: Maxis Mobile Services Sdn Bhd
Brand: Maxis
Creative Agency: Ogilvy & Mather
Credits: Kristine Ong (Partner, Client Leadership), Josephine Har/Soh Gan Hun (Associate Director) Rachel Tan/Amber Pua/Kelvin Gan/Pauline Kee (Executive), Marilyn Yeong /Jesrina Arshard (Senior Manager), Media Prima Team, AMP Radio Network Team

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Challenge
Maxis was competing against DiGi for iPhone4 market share. It was imperative for Maxis to reinforce its iPhone leadership position in 2010. The challenge to the agency: Own iPhone4 share of voice and make Maxis iPhone4 the most publicized and talked about midnight launch event in town!

Solutions
We turned the iPhone4 launch into a national event equivalent to the national election coverage. We formed a partnership with the big media giants Media Prima TV and AMP Radio to create a larger than life launch event. To further amplify the talk factor, we invited top bloggers to the event.

Execution
It was a double media first. First, we turned Maxis iPhone4 launch into a national event with hourly coverage & interviews. Media Prima stations took turns to do hourly live crossover. At midnight, the historical launch went live on a special news edition. Secondly, Hitz, Era, MY and Raaga did a simultaneous six hours live broadcast on location. TV host, radio DJs and online bloggers joined the hype and became the brand’s spokesperson.

Result
Maxis completely owned the iPhone4 share of voice! It was the country’s biggest and most talked about launch. Maxis garnered 7X ROI from PR on TV, newspaper, radio and online. Maxis iPhone4 launch become a template for future Maxis device launch. Maxis reinforced its dominance on iPhone share in Malaysia.

2011 | |

Malaysia raises the largest ‘Yum Seng of Milk’

Advertiser: Dutch Lady
Brand: Dutch Lady
Creative Agency: Leo Burnett
Credits: Ramakrishnan C.N (Executive Director), Samantha Tay (Associate Account Director), Goh Soo Mei (Media Manager), Olivia Lee (Media Planner), Chow Lee Kheng (Media Buyer), Sharon Tan (Marketing Manager, Dutch Lady Milk Industries), Christy Yong (Brand Manager, Dutch Lady Milk Industries), Karen Tan (Group Account Director, Leo Burnett)

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Challenge
Milk is boring. Milk is like our mom – she is nice, good & caring, but it’s not cool to hang out with her often. Dutch Lady faced a huge problem of people stopping to drink Milk beyond a certain age. Our challenge was to make come back to milk.

Solutions
We discovered three key bottlenecks – Make milk aspirational , make it fun and make it shareworthy. So, we designed a campaign that would bring the top youth lifestyle influencers to own their love for milk helping make it hip and aspirational; engaged youth to participate with the brand in a fun fashion; and created a milk sharing experience that was the largest ever.

Execution
Sports and music icons confessed their love for Milk in top Newspapers. Radio DJs, TV hosts and celebrity guests on various talk shows raised a milk toast on the show. Milk was also shared via major toll booths and by radio cruisers across Malaysia. A packaging design contest in colleges followed, finally leading up to the WMD event. During the event special edition milk was shared via the largest ever Yum Seng of Milk .

Result
The campaign reached 76% of the target audience. 3,200 people turned up to simultaneously drink milk and made it to the Malaysian Book of records. Dutch Lady’s Top-of-mind increased by a record 7% and weekly purchase frequency DOUBLED and sales grew by 14%, cementing Dutch Lady’s position as the leader.

2011 | |

Pantene 14 Days Challenge To Healthy, Beautiful, Shiny Hair On Anugerah Skrin

Advertiser: Procter & Gamble
Brand: Pantene
Creative Agency: Tonton
Credits: Nitin Kumar (AOR Director), Chia Yin Ping (SSM-Associate Director), Siti Khasiah (SSM-Project Manager), Asreena Ramdan (SSM-Project Executive), Miaoyi Tan (SSM-Planner), Jeff Tan (SSM-Buyer)

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Challenge
‘The tyranny of choice’ rings painfully true, for women facing overwhelming of 41 competing shampoo brands, each offering multiple boutiques. In addition, women were bombarded with claims and counter-claims. Although Pantene enjoyed a strong market share for its mainstream products, it was not considered solution provider to damaged hair problems.

Solutions
Women are happy to use Pantene for their hair, but when they things go wrong, a salon-recommended brand. We want to create a 14-Day-Transformation Challenge contest for women to show Pantene’s ability to answer every hair need or problem. We wanted to exhibit that Pantene heals the toughest hair problems. As part of Pantene’s “Total Care to Total Damage Care” umbrella branding, our challenge to ordinary women: Transform into healthy hair in just 14 days.

Execution
We partnered Anugerah Skrin (ASK), for maximum glamour and exposure. We launched the challenge using social media, sponsored/branded promos and in-store materials. We had 300 contestants; 14 Finalists were chosen to blog about their hair 14-day-hair-transformation. A branded “live star chat” for consumers on television and an online ‘rank-the-winners’ contest was created to engage public participation. The challenge concluded during the live ASK broadcast, with Pantene branding as an integral part of this marquee event.

Result
Outstanding media results: •10,000 Facebook ‘likes’ in two months •Google search increased 23% •‘Live star chats’ drew 700/week for 8 weeks •3,527,850 impressions recorded •80% women surveyed mentioned Pantene solved their hair problems •Live stream: increased 341% •28% of households watched the ASK

2011 | |

Targeted Marketing to Minorities

Advertiser: Mamee Double Decker (M) Bhd
Brand: Mamee Mie Goreng Indonesia
Creative Agency: Spin Communications Sdn Bhd
Credits: Sim Beng Geok (Client Service Director), How Yuan Yi (Media Director), Mandy Liew (Senior Media Planner), Jennifer Chua (Media Buyer), Pierre Pang (Deputy General Manager, Mamee Double Decker), Cheok Ching Won (Marketing Manager, Mamee Double Decker), Kevin Choo (Brand Manager, Mamee Double Decker)

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Challenge
To launch Mamee Mie Goreng Indonesia (MGI), we identified Indonesians as a viable group to target. However, in Malaysia, they are not easy to reach as media channels are scarce. Furthermore, through these media channels, we need to build engagement to gain trust.

Solutions
Insights showed that Indonesians felt home sick and neglected in Malaysia. They are highly in- tune to anything Indonesian. By showing care and attention, we can win them over. Through “Authentic Indonesia” campaign, we showed sincerity, knocking on their doors to bring them MGI. And the battleground was won at the ‘kongsi’, a place where they live in communities. We got into the ‘kongsi’ with tailor-made programmes, supported by Indonesian focus media channels.

Execution
“Authentic Indonesia” campaign was sold by Deddy Mizwar, an Indonesian celebrity. Teams of Indonesian MGI promoters swept into the ‘kongsi’ to decorate the place with posters, entertained with cooking demonstrations, gave out bowls of MGI and even sold hundreds of cartons of noodles. Kongsi attack created a new distribution channel direct to the Indonesians for MGI. MGI further conquered through customized Indonesian newsletter, Indonesian Radio timebelt and high affinity TV programmes.

Result
For a new variant, the volume from MGI increased Mamee’s overall portfolio by almost 10%. That is a lot of noodles! At the ‘kongsi’ alone, 690 cartons were sold during campaign period. New distribution point was discovered for Mamee. Mamee Mie Goreng Indonesia won their hearts.

2012 | |

Infecting 3.8 Million Malaysians With The Kolony Virus

Advertiser: Celcom Axiata Bhd
Brand: Kolony
Creative Agency: -
Credits: -

Challenge
Kolony was a new SMS based mobile social network, anchored by Xpax targeting Youth who are not on smart phones. This product was 1st of its kind in the industry! Our task was to create awareness and desire for this offering amongst Youth who have Facebook and Twitter as options.

Solution
Two insights drove us: first that youth want to belong, and hate being left out. Second, Word Of Mouth is more trusted than advertising, so we used traditional media to drive Word of Mouth. We crafted a 3-pronged roll-out Infection. Specific media played a defined role in each phases to engage and extend reach with consumers. – Mass media: create awareness – Social: use opinion leaders to drive “belonging” – Activation: targets key youth hangouts.

Execution
Starting the infection:
•High reach through TV bugs and teasers in youth-related programming
•“Logo sighting” videos on Youtube
•Infecting selected influential Bloggers with Patient Zero Kit for peer-speak
Spreading the Infection:
•Unbranded logos in editorial news pages
•Radio DJs talking about their encounters with the logo during drive times
Activating the Infection
•Logos was planted at ‘hot zones’ frequented by Youth i.e. Cyber Cafes, Shopping Malls and Universities

Results
21 Days: 1.5million infected KOLONIST users. 12 months: 3.8 million infected users, and spreading. Interactions increased 85% in April-May 2011. Call volume up 21%, SMS up 17% and minutes talked grew 63%. Loyalty up 14% Average Revenue Per User increased 12%. All this achieved with no follow-up campaign.