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The Challenges
OLDTOWNWhiteCoffee (OTWC) is a heritage brand that needed to futureproof itself by building affinity with the Millennials due to poor relevance. OTWC needed to strengthen imagery as “relaxing brand” and build on brand repositioning campaign “Anything is Pauseable” to build competitive difference.

Insight, Strategy and the Idea
Consumer research helped uncover a second coffee consumption moment untapped by competitors with huge budgets; Aside from the mornings, millennials look forward to unwind in the evening over a cup of white coffee due to its rich aroma and creamy texture. Millennials hustle daily at work, causing high stress and exhaustion. Thus OTWC wanted millennials to pause during their tiring evening at work because Anything is Pauseable (pun intended). Our strategy was a counter intuitive one; using a rich media ad on mobile (device that sucked most time) to make millennials put their phones down for just 30 seconds (giving them time back).

Media Execution
IDENTIFYING THE RIGHT CONTEXT:
1. 2pm to 6pm when focus is low.
2. News and business sites (safe for work) where millennials scroll endlessly when distracted.
CULTIVATING THE PERFECT PAUSE:
1. Convinced millennials via a mobile pull up banner that a short break help them refocus.
2. Instructed them to put down their smartphones, tracking action with inbuilt gyroscope.
3. Activated a 30 second countdown timer and encouraged millennials to meditate by simply focusing on their breathing, accompanied by calming rainforest ambient sounds. Timer stopped after 30 seconds or whenever the phone was picked up, scoring millennials on their 30 second pause attempt (same time to make a cup of instant OTWC).

Results and Effectiveness
# +33% brand favourability score within 4 weeks.
# +5.6 point in brand imagery score for “relaxing brand”.
# +5 percentage point more consideration base, a big deal in a low involvement category.
# 40% engagement rate (40x higher than 1% benchmark).
# 187 hours given back to millennials. (Source: ClientBrandLiftStudy)

The Challenges
Chinese New Year is a time for tradition but it is also challenging to stand out with mountains of greeting ads. Brands spends millions with hope to create lasting engagement. Can Maxis go beyond the traditional type executions to build a memorable campaign?

Insight, Strategy and the Idea
In Chinese tradition, lion dance symbolise great power & fortune. Every household would want one in their homes. However, lion dances are hard to come by as it is expensive & scarce. So this year, we reimagined the way you experience lion dance with Maxis HuatAR AngPao + HuatAR app, a firstofitskind angpow packet that helps bring “Ah Huat” the “lion” to homes using augmented reality. With your mobile and the Maxis HuatAR app, you can watch and even participate in the lion dance! Now, lion dances are on the hands of every Malaysian.

Media Execution
As a campaign with a lot of social power, we aimed to amp up Earned Media, ensuring that everything we do is buzzworthy. On Owned Assets, the Maxis HuatAR lion on the mobile app was realistically designed with Malaysia’s worldchampion lion dance troupe. Maxis angpaos with AR marker to activate the lion are redeemed from Maxis stores. Through Paid Assets, we amplified our humorous Ah Huat CNY videos the first lovable Hokkienspeaking lion with character, on Youtube and Facebook. Native pieces “guide to Huat AR” on top social news platform, cemented this campaign as the must have app for CNY 2018.

Results and Effectiveness
Huat AR was talk of the town, reaching #8 Top YouTube ads in Q1’2018, Top 10 download in AppStore and over 631,152 pieces of Angpaos redeemed in just 3 weeks! The video was viewed over 4.8m times, 16k shares, 25k reactions and 20k+ public posting on Instagram (#HuatAR, #MaxisHuatAR, #MaxisHuat). PR coverage was endless & won The Drum’s APAC award.