Archives




2011 | |

First Ever Reality Show On Print

Advertiser: New Straits Times Press
Brand: New Straits Times
Creative Agency: Universal McCann
Credits: Ramakrishnan C.N (Executive Director), Marry Tai (Media Supervisor), Nina Jayatileke (Media Planner), Zuraida Mohamed (Marketing Director, New Straits Times Press), Leslie N Jebaretnam (Brand Manager, New Straits Times Press), Michelle Wong (Brand Executive, New Straits Times Press), Fareed Izwan Shah (Admin Assistant, New Straits Times Press)

Challenge
New Straits Times was going through an intense makeover of its content and wanted to communicate to its readers about this and increase stickiness of its readers with the paper. With almost no budget we had to come up with a strategy to utilize the existing assets and create talkability.

Solutions
Health and wellness was the hot topic amongst NST readers and the Biggest Loser Asia was getting a lot of attention. We decided to bring the concept to print and create the first ever reality show in newspaper called the “NST Body Makeover Challenge”. A 18 part series with two overweight teams fighting against each other for a makeover. Personal stories of the contestants would engross the readers across different sections of NST.

Execution
We bartered a deal between NST and the largest fitness chain in Malaysia “Fitness First” which utilized the assets of FT to conduct the ‘show’ right from auditions to training. NST covered the stories every week including the personal life of the contestants tied up with the various sections in the newspaper. For eg. Lifestyle covered how the contestants used social media to gain support, health covered their health quotient, etc.

Result
The response was overwhelming. The show touched close to 5 million people resulting in the increase of awareness to P7D readership to 33%. With almost no investment the Brand Equity Index Scores grew by a phenomenal 8% during the period. NST is planning for a second season this year.

2012 | |

“Heart” Headlines that Shook the Nation

Advertiser: Nestle Products Sdn Bhd
Brand: Nestle Omega Plus
Creative Agency: -
Credits: -

2012 | |

Re-kindling the Romance with Words

Advertiser: Oxford Fajar Sdn Bhd
Brand: Oxford Fajar
Creative Agency: -
Credits: -

Challenge
Dictionaries begin their relationship with consumers who love words and want to improve their vocabularies. Over time, though, consumers lose interest and dictionaries lie forgotten and neglected on shelves. So how could Oxford Fajar re-ignite this love? And how could new lovers of words be brought into the fold?

Solution
So, where do we find logophiliacs*? Where else but straight to the Literature & Book Reviews! Working closely in collaboration with the Section Writers whom are also logophiliacs*, we blended in specially selected advanced words from the Oxford Dictionary to draw attention of their logophiliacs* readers.

Execution
We collaborated with NST whom has a highly credible Literature and Book Review section. Working closely with the Section Writer, we specially selected advanced words from the Oxford Dictionary to be intentionally used and highlighted into the book review of credible Modern Classics. But have no worries – the readers are then presented with the definitions of these advanced words in a created “FYI” space. Tone and manner of execution:easy, igniting curiosity and educational.

Results
Eyeballs reached: close to 220,000 Media ROI of 18X Oxford Fajar was happy with the collaboration, as it synergized with the company’s mission to further excellence in education and knowledge. Re-igniting the love for words & vocabularies = inestimable*

2012 | |

How Oreo Earned 3x Media Value Over RM1million

Advertiser: Kraft Malaysia Sdn Bhd
Brand: Oreo
Creative Agency: -
Credits: -

Challenge In 2011, Oreo launched a new campaign advocating family bonding in conjunction with Father’s Day. Newspaper was identified as the relevant medium to connect with our target audience of mothers. On a limited budget, we’re challenged to creatively execute a memorable campaign that touches the hearts of every Malaysian mum.

Solution While mums spend an average of 30 minutes a day reading newspapers, advertising in newspapers don’t guarantee visibility and can be intrusive. Thus, our big idea is to create credible, interesting and heartwarming newspaper content that mothers enjoy. Leveraging research insights that confirm mothers are happiest when her kids bond with their dads, we partnered with popular press titles to develop a series of articles reflecting real stories of Malaysian dads bonding with their kids.

Execution Our press partners ran themed editorial content around ‘Dads and kids bonding’ for one month leading up to Father’s Day. With consumer insights, we tailored different angles to appeal to various readers. Harian Metro won Malay moms by unveiling a celebrity dad – Aaron Aziz’s secret family bonding moments with his kids. China Press focused on relatable real life heartwarming stories to tug at Chinese mom’s heartstrings. Oreo’s message and branding was injected within the editorials.

Results Editors were so excited they extended the articles from quarter-page to full-page and double-page spread! Oreo’s ad was paired with the articles at no additional fee, saving us RM103,041. Campaign garnered value worth over RM1million, 3 times our investment! Oreo saw 30% increase in value share versus past 6 months!

2012 | |

Get 100 Experiences on Paper!

Advertiser: DiGi Telecommunications Sdn Bhd
Brand: DiGi Super Reload Social
Creative Agency: -
Credits: -

Challenge
Telco sales promotions are getting routine- more smses, data and free calls – a bore! Creating excitement, DiGi presented “an offer of 100 experiences”. We had 100 awesome experiences to shout about. Running 100 FPFC ads will deplete our budget! How to tell Malaysia that we have 100 experiences to offer?

Solution
Youth are always looking for entertainment – their life source. Instead of them looking for it, we brought entertainment to them – meaningful experiences for them and their buddies (multiplier effect). The idea: Don’t just sit down, experience something. There are so many things to do out there, DiGi is giving away 100 awesome experiences with an underlying message, “Don’t just take our word for it, see it for yourself”.

Execution
To provide audience the right experience, we engaged them when they were reading up on their interest. If it was music, an ad was placed telling of a chance to hang out with Aizat. If they were catching up on fashion, the ad tells how one can be a fashionista! QR codes connected readers to videos of 100 experiences. To win these experiences, they need to buy DiGi Super Reload Social > Scratch > Win an Experience.

Results
In 2 months, DiGi reload cards were sold out! Average reload increase by 24% per subscriber. Over 1,000 people interacted with the QR codes to watch the videos of the different experiences, exceeding the benchmark from 2011’s newspaper QR code campaign that attracted 700 viewers.