2010 | Gold | Best Use of Newspapers
Advertiser: Proton Holdings Berhad Brand: Exora Creative Agency: - Credits: Tammy Lim (Associate Director)
Proton wanted to launch Malaysia’s 1st homegrown MPV – Exora was designed to make the best of good looks and function. The challenge was to communicate this duality in a way that’s simple yet amazing as a lot of unfinished and inaccurate Exora pictures were circulated online causing pre-launch negative perception.
Car purchase in young families is a joint decision. While the wife would have strong leanings on look and feel of the car, the men will look at the function & features. We decided to innovate a new newspaper format that would convey Exora’s strengths on both fronts simultaneously and hence appeal to both man and wife, without clutter. We chose Sun due to its on-the-go street readership, perfect to trigger conversations.
An innovative wraparound jacket featuring the Exora against the white background, and the interior of the car on the reverse page with the text in the mirror image was created. So you see a great looking new Exora on the wrap, but when you hold ‘The Sun’ wrap to the sun, the interior of the car can be seen via the magical printing innovation.
The ad created a lot of buzz. Sun received over 2,000 calls on launch date enquiring about the Exora. An overwhelming 4,200 bookings were recorded within 4 days of the launch shooting up to 6,000 by the 9th day. Exora helped Proton post its best results in 5 years.
2010 | Silver | Best Use of Newspapers
Advertiser: Measat Broadcast Networks Sdn Bhd Brand: Astro Awani Creative Agency: - Credits: Chan Wan Lih (Senior Manager), Zufar Zahran (Senior Executive)
2010 | Bronze | Best Use of Newspapers
Advertiser: Standard Chartered Malaysia Berhad Brand: SCB - MortageKLIBOR Creative Agency: - Credits: Ling Lee Lee (Media Director), Elaine Ng (Senior Media Planner)
During global recession, consumers are tightening their belts but they have lots of liabilities at hand and home ownership is one of them. Therefore, Standard Chartered re-launched its MortgageKLIBOR, offering the “lowest interest rates” to ease consumer burden. This campaign is to further established SCB leadership in the mortgage segment.
We painted the picture that “GOOD TIMES ARE BACK” with MortgageKLIBOR as consumers can enjoy fantastic savings. As most people turned to newspaper for the latest economy news, we leveraged on the current hot topics to drive high awareness for the campaign.
To partner with key English and Chinese dailies to run a series of teaser ads, featuring topical and current economic news i.e. “The Roller Coaster Year…”, “Tougher Times Ahead for US and World Economy…” etc. To read good news, readers were requested to turn the page for MortgageKLIBOR offer.
The creative execution generated a record sale of RM800mio for the bank within a month, which doubled its sales objective. Tapping on consumers’ sentiment had attracted more eyeballs and the ads garnered high visibility.
2010 | Finalist | Best Use of Newspapers
Advertiser: Carlsberg Malaysia Brand: Carlsberg Creative Agency: - Credits: Ng Hooi Leng (Business Director), Jonathan Chee (Senior Planner), Lim Pek Mei (Buyer), CP Ho (Senior Brand Executive, Naga DDB)
2010 | Finalist | Best Use of Newspapers
Advertiser: Proton Holdings Bhd Brand: Persona Creative Agency: - Credits: Tammy Lim (Associate Director)
The typical calculative Chinese purchasers only consider Proton’s car for its functional and affordable values. It is difficult to push Proton’s higher range, as this affordable segment would prefer a Japanese car. Persona GPS which is in the mid-tier range faces difficulty penetrating the Chinese, especially in this economic down-turn.
To drive relevance, we bring to life our unique high value feature – GPS by engaging with two top activities closest to the family hearts – travel and food. In the backdrop of recession, we showcase a series of family “value for money” travel and foods trips adventure with Jack Lim [MY FM’s top celebrity DJ]. GPS navigates them throughout these new quality family time explorations.
An advertorial series on Jack Lim’s best value for money for family outing and good food was featured in 4 major Chinese titles. It recommended a variety of interesting local non-commercialized destinations using the GPS coordination. Other key USPs of Persona like space, comfort, safety, fuel efficiency plus ride and handling was cleverly weaved into the content when Jack takes his family out for a holiday.
Total campaign reached an estimated 84% of the Chinese market. In a declining sales segment, Proton had grown their Chinese share by 9%.