Archives

Challenge
In 2010, MILO increased its price due to the surge in raw material costs such as cocoa and milk. Price sensitive Malay mothers switched to cheaper alternatives without realizing the nutritional value that they were sacrificing. How do we convince them that it’s worth paying more for MILO’s nutritional value?

Solution
Our focus group research shows that Malay mothers tend to prefer consuming lifestyle and celebrity news rather than hard facts and figures, with magazines being the key source. As a natural corollary, they also hold many of these celebrities in high esteem. Marrying these two insights, we entertained Malay mothers with a story about MILO’s ‘Protomalt’, the nutritional ingredient that gives kids more energy, delivering it in the celebrity lifestyle format that they love.

Execution
We structured a series of “celebrity articles”, harnessing celebrities to reinforce MILO’s nutritional message. We matched the celebrity type with the magazine content. e.g., celebrity mom was featured in ‘Keluarga’. The “articles” were positioned on 3 consecutive right-hand pages and to further grab attention, a die-cut protrusion was used to drive “traffic” to the articles. In fact, because of the die-cut, newsstand owners stacked the magazines on top of their shelves, further increasing visibility.

Results
Past 7 days consumption increased by 4%. Market share increased immediately after the campaign, contributing to an 11 million cup increase! 5% more Moms believe MILO’s Protomalt gives kids more energy to get through the day (Beverage ATP).

Challenge
Lux wanted to make young women aware about the new-age ingredients in their “White Impress” variant of body-wash. But campaign ad-budgets were much smaller than those of most other beauty brands. Innovative ideas on relevant but cost-effective media were required, to achieve our objectives.

Solutions
Women love looking at themselves in mirrors. It helps them check up on their beauty, and gives them self-assurance as they face the outside world. Lux provided them “self-assurance on-the-move” by creating a portable mirror, and simultaneously educated them on how the “Triple Whitening Ingredients” in the “White Impress” variant make them fairer.

Execution
We created a “mirror” in top beauty magazine titles across 3 languages – using UV Print on Reflective Paper + Gloss Lamination. Double- page-spread advertorials followed on the next page. Women were able to see themselves in the “mirror”, then flip over and get information on how the “Triple Whitening Ingredients” can make them fairer.

Result
Brand health studies showed increase in awareness for “White Impress” variant Lux liquid penetration increased post-campaign period

Challenge
Scene of magazine landscape: Too many choices and noise. In the past ten years, readership is declining and getting even more fragmented. In addition, too many new titles from time to time. The challenge is to make magazine ‘special’, making it a ‘collectible’.

Solutions
Majority of Malaysian women refer to female magazines generally for beauty, and fashion tips. Magazines are mostly read during leisure, transit and waiting time. Cover slugs, editor’s notes, editorial recommendations for ‘must have’ products, editorial topics, product testimonial from readers and even online participation are usually unavailable for media buys. We saw this road block as opportunity to weave-in brand messages as editorial content. Brands will ‘dominate’ the theme of the entire magazine.

Execution
We teamed up with Malaysia’s largest magazine owner, Karangkraf, and created a ‘novelty media buy’ for top three selling magazines (Maskulin, Remaja, Nona) for Pantene, Rejoice and Head & Shoulder. Three magazines were ‘thematically-donimated’ with our brands’ corporate identity i.e. colors, mood, tone and feel. Special front and back covers; we showcased each brand’s message through editorial. There were featured articles associated with key brand message were present on every premium placement.

Result
We successfully created ‘three beauty booklets’ for Pantene, Rejoice and Head & Shoulder respectively, each highly circulated by Karangkraf. This idea raised the bar for magazine creative buys for P&G; exemplifying best-in-class example in Southeast Asia; thus, replicated across markets.

Challenge
Prudent use of electricity and water will lead to less destruction of nature. Panasonic recognizes this and took great lengths to advocate environmental conservation through their innovative energy saving products. Though the ultimate goal is to increase sales, the immediate challenge is to make people feel good about Panasonic products.

Solutions
People generally feel that the well being of the environment is not their problem. We need to dissuade them from this notion and there’s no better way to communicate this but at home or Starbucks when they’re most relaxed and receptive. Magazine is very viable at this point, so if we get our message across during their leisure time, they would surely start to feel good about contributing to the environment and use Panasonic products.

Execution
Panasonic created a mascot named Greenie, an advocate of environmental conservation who appeared in 6 different creative formats executed in 6 different magazine titles of various genres. Readers encountered impactful executions of pop-ups, tip-ins, booklets and gatefolds. Additionally, there was a chance where readers would stumble upon the same sermon preached by Greenie but in a different presentation, heightening the feel good effect the campaign intended.

Result
Panasonic’s green products make up 40% of its sales. Upon conclusion of the 3 month magazine campaign, Panasonic’s total sales increased by RM8mil. This goes to say that consumers are in fact feeling good about Greenie’s conviction.