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Challenge
In 2009 DiGi launched one of the biggest music content platforms. But with so many ‘mobile’ music platforms in the market, consumers were not associating DiGi as providing the Best Music Experience. Our challenge: To demonstrate the power of DiGi Music; and consumers can experience DiGi Music anywhere!

Solutions
2 in 3 phones sold in Malaysia last year 2010 were smartphones. Armed with these powerful gadgets, mobiles are an extension to the content and lifestyle consumer demand. “It’s not just what’s on my mobile, it’s what I can do with it”. The idea was to use traditional advertisements to provide a deeper music experience. Don’t just get into music, Get inside music!

Execution
To provide people a deeper music experience, we want to get people ‘inside the music’. Thus, we infused the idea of viewing a live music gig on a print ad for one day only. Instead of featuring a boring concert visual we embedded a QR code into a press advertisement inviting readers to rediscover music. Upon scanning the QR code, their phone was re- directed to actual live music video. Consumer got inside the music, literally!

Result
Over 1,000,000 ‘DiGi Live Gigs’ were circulated; reached over 6,000,000 audiences (readership). This brought DiGi to a new level playing field – DiGi Music Experience is simply different, yet meaningful and real-time. For a 1 day ad, the QR code was activated for a week, generated close to 700 activations.

Challenge
The tax imposition saw many credit cardholders cancelling extra cards, and transferring balances to cards offering long-term benefits. 70% of cardholders subsequently spent less with accumulated balances owing. Amidst intensified bank competition, HSBC needs to entice consumers to continue spending with them while increasing new sign-ups during the fashion season.

Solutions
Cardholders equate shopping with happiness. They are also loyal readers of lifestyle and fashion newspaper editorials (affinity index 182), and being fashionable boosts their confidence. Yet with basic necessities to prioritize (e.g. groceries), fashion becomes a desired luxury and shopping must be practical, making savings an important appeal. Leveraging StarTwo’s state-of-the-art fashion content and its light hearted style, we transformed cardholders everyday necessity spending into everyday fashion, connecting emotionally to spur positive fashion-shopping sentiments.

Execution
This was the first time a financial category is engaging with the industry’s top fashion trendsetters. To come in strong, we capitalized the fashion season period and customized ‘Vogue’ styled fashion spreads, featuring fresh runway collections to fuel sentiments of being fashionable. The fashion spreads integrated lucrative discounts with HSBC that deliver ‘spend and save’ value and everyday affordability, highlighting that cardholders can enjoy desired affordable couture lifestyle without compromising their basic necessity spending.

Result
The campaign singlehandedly surpassed new sign- up targets with an astonishing 200% increase. Cardholder average spends and usage frequency also grew, recording a significant YOY growth of +48% and +27% respectively, and proving the campaign’s immense success to entice cardholders to continue spending with HSBC.

Challenge
Maggi Concentrated Chicken Stock (MCCS), a product for Chinese cooking, was losing sales in Penang due to lack of local communications. Additionally, Chinese Penangites’ discerning taste buds tends to only trust Chinese cooking brands. We’re challenged to build affinity with Chinese Penangites, and make MCCS relevant to them.

Solutions
Food is the main highlight of most Chinese festivities. With the insight that not many Chinese are aware that MCCS can be used to make dumpling, we chose to connect with Penangites via the Dumpling Festival because this significant celebration holds heritage in dragon boat races and special Peranakan dumplings. We chose the most trusted local medium, Chinese newspapers, and collaborated with them to tailor specific content for Penangites.

Execution
Focusing on titles that are Penang-based or Northern editions, we dominated the recipe section prior to the festival with unique Penang-inspired recipes created by MAGGI, highlighted by creative buys with MAGGI MCCS products flowing into a dumpling on the centre of the page. We also added personal touches with real life stories and recipes from readers who shared their ‘secret’ family dumpling recipes. All these demonstrated MAGGI’s essential role in creating authentic Chinese dishes.

Result
MAGGI defended its pole position at 50% volume share in north Modern Trade (Nielsen Retail Audit). We created a 30 share point difference between MAGGI and its competitor, which is the largest gap ever, and gained a 16% increase in Penang sales 1 month after campaign launch.

Challenge
Being a dominant cookie brand, in order to expand market share Chipsmore needs to increase sales by targeting people who infrequently buy cookies. To target these light cookie buyers, Chipsmore needs to create awareness and trial of the new “Chipsmore Less Sweet” variant that addresses concerns for kids’ health.

Solutions
Light cookie buyers are mainly health-conscious urban moms who, when choosing biscuit brands, prioritize health (57%) as the second most important factor after taste. With insights that they’re avid press readers (60%) who increasingly trust press as a credible source of information (49%), we partnered with The Sun to create an innovative market first creative buy that convinces our audience of Chipsmore’s brand proposition: “25% less sugar, and kids love them just as much”.

Execution
The press execution for “Chipsmore Less Sweet” showcased kids climbing the editorial words with arms stretched out to reach for giant Chipsmore Less Sweet cookie. We strongly embedded our brand message, ’25% less sugar, kids love them just as much’ in the ad, which was further exemplified by the visual. Our unique execution was strategically placed in the main news segment, instantly catching readers’ attention.

Result
The execution broke through clutter, generating huge impact for Chipsmore. Top-of-mind awareness increased 12%, from 24% to 36%, post launch. Tracking for ‘product trial’ jumped from 60% to 74%, while ‘product bought regularly’ increased to 64%, a 12% jump from 52%, within the first month of launch!