Archives




2019 | |

Tiger: Following You This World Cup Season

Advertiser: Tiger
Brand: Tiger
Creative Agency: -
Credits: -

The Challenges
Tiger Beer needs to constantly reinforce its brand equity among beer drinkers who have an array of great brands to choose from. Media’s imperative was also to raise topofmind awareness in a dark market with limited media opportunity.

Insight, Strategy and the Idea
World Cup 2018 presented the perfect opportunity to dial up Tiger’s brand equity in new and interesting ways. However, the biggest viewing medium TV was out of our reach. Knowing that 86% of sports fans use another device while watching TV, while 40% are likely to interact with the content of the TV show while second screening, and 48% are on social media apps while watching sports content, through TVMobile Live Sync technology, we found a clever way to own live nailbiting football moments on TV.

Media Execution
Live moments like goals, penalties, fouls, freekicks, halftime were synchronized with realtime digital bursts on Facebook, Instagram and video platforms. Within a few seconds of witnessing world cup’s most iconic moments on TV, people were greeted by cheeky Tiger ads. These messages were customized to moments when people got on their devices to share about it. All 64 live matches were tagged with this live mobile sync. It also included competitor drinking outlets where patrons were served with our customized promotional ads, which prompted them to Tiger instead of competitor outlets.

Results and Effectiveness
• We achieved 57% of overall absolute campaign reach with Facebook recording the highest at 46% followed by mobile at 26% and social content at 16%. •
The campaign started with recall rate of 2.9% and hit a high of 6.2%. (Normal FB & IG ad recall rate is between 35% points)
• The geo targeted messaging drove 272 footfalls into Tiger beer outlets.
• Overall, campaign achieved 21% additional impressions at a more cost effective CPM. All these created excitement and buzz around Tiger as a dynamic beer brand.

2019 | |

Everything’s Better with the KFC Golden Egg Crunch – even Ad Breaks

Advertiser: QSR Stores Sdn Bhd
Brand: KFC
Creative Agency: -
Credits: -

The Challenges
Come 2018 Chinese New Year (CNY), KFC launched its very own salted egg yolk infused chicken, the Golden Egg Crunch (GEC). However, we were just one among 24 food brands riding the salted egg wave. We set out with the ambitious goal to sell out GEC in 8 weeks in the middle of the most cluttered season.

Insight, Strategy and the Idea
A sellout goal demanded an unapologetically high TOM, which meant investing in TV. However, CNY is the season when the fast food category goes ballistic on media. 2017 recorded +377% increase in adspends! We chose to ‘Outsmart and not Outspend’. Aha: 87% of TV viewers browse their devices as they watch TV. What if we used technology to bridge digital and TV & create a simultaneous experience? What if we delivered a brand message on digital that is connected to what’s playing on TV at the same time? Idea: Cross screen hijack done right, with the right content!

Media Execution
1. We predicted 20 ads that would be popular, by econometrically modelling 10 years of CNY commercials and understanding patterns on budgeting, reach and social conversations.
2. We singled out the memorable part of each of the 20 ads via an algorithm.
3. We created 20 KFC parody videos, each mimicking the popular 20 ads with a GEC twist.
4. Leveraging on TV sync technology when the popular 20 TVCs aired, KFC parody videos were activated on mobile. Example: when Panadol ads played on TV, we deployed Panadol lookalike video on mobile promoting the GEC in real time.

Results and Effectiveness
The GEC sold out in 6 weeks, delivering a 38% sales lift. Visits to KFC increased by 2%, when eating out dropped by 5%. Captured 4 million video views that would have cost 1260% more with just TV. McDonald’s responded to our stunt driving even more noise.

2019 | |

The Playable InstaStories

Advertiser: QSR Stores Sdn Bhd
Brand: KFC
Creative Agency: -
Credits: -

The Challenges
Come Ramadan/Raya 2018, KFC launched the ‘Fierce on the Outside, Tender on the inside’ NachosCheezyCrunch (NCC). We wanted to court the millennials; the ones leaning towards the Ayam Goreng McD. However, we faced a double whammy:
(1) Millennials dislike ads & are 10X more likely to skip ads;
(2) we couldn’t show them the NCC, as brands were not allowed to promote food openly during the fasting hours.

Insight, Strategy and the Idea
We needed a ‘pull strategy’. With millennials spending 3+ hours on mobile daily, mobile was an obvious choice and Instagram Stories was their preferred social channel (GlobalWebIndex). Tactic: Create an experience that distracts and excites millennials when they are on InstaStories. Timing: Activate it exactly when they are online. Introducing Malaysia’s first InstaStories game ‘Fierce vs Tender’. The game required millennials to pair with a friend and engage in a tapping spree taking on the ‘Fierce’ or the ‘Tender’ side. A fun, tapping tug of war not really showing the NCC yet advertising the NCC. Bingo!

Media Execution
We created a 25 frame InstaStory with ‘Tender’ on one side and ‘Fierce’ on another side. It pitted players against each other to be the first to tap the fastest across 10 InstaStory frames. As Instagram usage peaked during lunchtime, 15 second Story ads encouraged clicks to the KFC profile where the game was housed in Highlights. Simply, users could play the game and upon completion, we asked winners to Direct Message us to redeem a voucher for breaking fast at KFC.

Results and Effectiveness
The 24 hours game was a game changer. It did not just set off a rage on social with over 100,000 game taps and +907% increase in profile visits. We gained 8% uplift in dinner time visitation of which teen incidence grew by +29% and teen visitation surged by +3%.

2019 | |

Move ROLVA to Tesco

Advertiser: Tesco
Brand: Tesco
Creative Agency: -
Credits: -

The Challenges
In a competitive retail landscape, Tesco is always looking for creative tactics to acquire new customers and drive repeat visits. Our objective was to aggressively steal key competitor’s share, targeting Giant customers. While lucrative, data driven online to offline campaigns are challenging for retailers. While mobile is an effective channel, location based initiatives often lack relevant reach and accuracy, making it an expensive tactic.

Insight, Strategy and the Idea
Our target customers are Value Seekers driven by price offers. Conversion are higher when offers are presented within close proximity to a Tesco store. Our strategy is to identify these specific audience, entice them with a great offer and close the loop by driving immediate visit to a Tesco store. Based on Precision Marketing principles, we collaborated with our location data partner to create a solution that enables audience profiling based on historical visits, ad serving using realtime proximity and optimize conversion efficiencies.

Media Execution
We selected 7 Tesco stores, tagged 13 nearby Giant stores, identified visitors to these Giant stores in the past 90 days, and created a custom audience of 1.95M users. We served them an ad when they’re within 5km of selected Tesco stores with a cashback offer redeemable at their next visit through the Tesco app. To drive urgency, we limited redemption to the 3week campaign period. Conversion completes when users click to download and signup for Tesco Clubcard membership, and redeem the offer at the physical store. We optimized by analysing ad performance versus conversions between 2 distinct groups of users exposed and not exposed to the ads, and improved reach and conversion efficiencies.

Results and Effectiveness
We achieved our objective of stealing competitors’ share and driving actual conversions for Tesco with an effective and efficient data driven solution. With a small media budget of RM50K, the campaign exceeded all KPI targets, generating over RM1M in incremental sales with a 7x ROAS.

2019 | |

Harum-meter: Can capture freshness meh? Can la!

Advertiser: Listerine
Brand: Listerine
Creative Agency: -
Credits: -

The Challenges
Listerine has a strong penetration amongst the Chinese, not amongst the Malays. Come May 2018, we had a paradoxical problem: It was Ramadan which meant long fasting hours, potentially leading to bacteria build up resulting in bad breath, the perfect time to sell Listerine. But its Ramadan, even rinsing is considered “Batal Puasa”.

Insight, Strategy and the Idea
Ramadan is a time of spiritual discipline: contemplation of one’s relationship with God, prayers, fasting, charity, and abstaining from ill thoughts. It’s also a time of celebration and joy, exchanging festive greetings, paying compliments, well wishes for the community and friends. Killing germs wasn’t going to be enough, we needed to get closer to Malay values and beliefs. We decided to move the conversations from mere germs to something more harum… Introducing The Harum Meter: a widget that gauges how sweet you are this Ramadan!

Media Execution
Our audiences spent over 3+ hours on mobile each day (GlobalWebIndex). The ‘HarumMeter’ widget was hosted on a mobile friendly microsite. Using the microphone, site visitors recited a pregenerated line in a ‘Harum’ manner. Points were awarded for submissions. Prizes were won weekly & grand prizes were awarded to submissions that were most ‘Harum’. To amplify the never done HarumMeter, and to get consumers to participate: On social media, we contextually promoted 10 second videos describing the HarumMeter. Social posts and GIFs on Facebook and Instastories as well as YouTube Bumper ads called out for submissions. We also leveraged on our Owned assets to scale up submissions. A confluence of paid and owned on mobile, driving earned mentions. To keep up the festivities, a Ramadan themed Listerine ad was run on Youtube with Trueview 15 seconds buys.

Results and Effectiveness
Boy, did we make Malays Harum! We saw an 8% uplift in sales vs 2017. We received 1,400 entries, unheard of accolade. Our Facebook page gained 5,000 new followers.