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Challenge
Night shots are the hardest to take. We often end up with red eyes, white out faces, shaky shots and blurred backgrounds. Lumix LX7 was launched to answer this to a niche group of photonistas. Our challenge is to demonstrate its effectiveness without breaking the bank. 

Solution
Our target was a niche segment of young female socialites who are always seen at the most happening event around town. Every event was the perfect moment to show off their best and flawless selves. Our strategy was to capture this moment. Best of all, red carpet events take place only at night! Everyone wants to look their best for the Red Carpet. And only one camera can capture your best Red Carpet self, perfectly. 

Execution
With InTrend, we created our own “Lumix LX7 Red Carpet” pages. LX7 was placed next to picture perfect red carpet shots of the most glamorous socialites around the world. To ensure we stood out, we topped it with a bellyband of the actual size camera, so small it won’t cramp their style. The message was clear. LX7 will amplify every party experience instantly in crystal clear quality. Look like a star in every picture. 

Results
Panasonic Lumix overtook category leader – Canon Powershot, as the MOST SEARCHED FOR digital camera model in the month of December! And interest for Lumix versus Olympus was 6 to 1. For a brand which has only a quarter of its competitors’ market share, this is no small feat!

Challenge
Volkswagen needed to establish the Beetle’s appeal to a wider set of consumers, to both young and old, beyond just females to males. The challenge was to implement a campaign that re-ignites consumer’s interest, regenerate buzz and excitement for the resounding return of this true ICON.

Solution
It’s not just about BIG but also about CUT-THROUGH. The two defining qualities people recognize in the Beetle are its iconic silhouette and ORIGINALITY: being a FIRST and one of a kind. The approach: remind people of the same aspirational qualities by visually highlighting the beetle silhouette in all elevant touchpoints, executed in ways never been done in Malaysia. Print gave us the opportunity to achieve massive reach while pushing creative execution to the hilt.

Execution
“Silhouette-outlined” teaser ads ran for three days across all major newspapers nationwide, and on The Edge to capture more PMEB males. For launch impact, we executed a reverse-gatefold full-wrap using 100% wood-free paper, cleverly adopting a ‘die-cut shape of the New Beetle’ on the front page of The Edge that unfolds to reveal the full Beetle image and story. Extended to magazine ads, approximating full-page buys that can unfold to become poster spreads for collectors!

Results
Orders for the new Beetle were overwhelming which led to a minimum of 6-months waiting list period for customers! Print reached 83% of PMEBs with an average frequency of 15, 5X the norm. Online Search for the Beetle spiked to 100 index points at launch vs. 24 index points pre-campaign.

The Challenge
With consumer spoiled with choices in Fast Food category, driving foot traffic is challenging despite its tickling their taste buds. With walk-ins reducing naturally during the festive season, our task was to ensure spectacular launch for KFC’s Golden Chicken Wrap for CNY 2013 and counter McDonalds’ festive offering.

The Solution – Insight & Idea
INSIGHT: Whenever someone gets a gift wrapped with a nice bow, it adds to the occasion, the excitement, the expectation and surprise of finding the gift after peeling through the layers of wrapping, is one of the most genuine and heartfelt moments. Malaysians, however don’t always wrap their gifts, the extra effort is made only for special people. More importantly, that moment opening a present is even more special. STRATEGY: We devised a cutting edge strategy that activates consumer’s 5 senses to heighten the sensorial pleasure of opening a gift wrap and make every moment of opening a KFC Golden Wrap special. IDEA: Every day, even though our morning newspaper carries fresh news it is not unique, more often than not the same old mundane look. We decided to surprise Malaysians on a fine lovely morning to have their morning paper delivered and gift wrapped. We used high quality wrapping paper to activate their touch and feel senses with injecting sensorial pleasure of unwrapping their golden gift. It was a first ever.

The Execution
We did not want to do a simple format but a strikingly mind blowing format to activate consumer’s touch sense. Negotiation and exploration took 2 solid months before coming to fruition. It was a media first; a new format innovation with The Sun. We found that The Sun mapped our audience profile perfectly with the right distribution and affinity. It is a paper disseminated across offices, transits, restaurants and home that allows our message to be seen everywhere. We gift wrapped every single copy of the paper with high quality paper bearing the KFC red with a rich golden embossed ribbon that greeted our consumer that special morning. Consumers across every distribution touch points were surprised by gifts lying around for them. When opened, KFC Golden Wrapped was presented in full glory topped with an insatiable appeal and desirable offer. Estimated 2.6 million people saw the execution in various locations where The Sun tagged.

The Results
Top of mind awareness soared by 12.5% directly at the expense of McDonald’s in the same quarter. This resulted in a jump in visitation by 11% pushing our brand share up by 5% in a declining category. It was our highest ever in 11 quarters. Marketing 4Ps also benefited. ‘High quality food’: +5%, ‘New & interesting to try’ +4% and most importantly best tasting chicken +14%!

The Challenge
Electrical appliances for home beauty regime is relatively new to Malaysian women. How can we make Panasonic Beauty the synonymous leader in this category? In a complex category, we must first gain the trust of alpha users who will then pave the way for followers.

The Solution – Insight & Idea
Alpha females love their glossy female magazines. There is nothing better than flipping through pages and pages of perfect photo shots of the latest handbag, shoe or miracle face cream that they would love to get their hands on. But what really goes into a magazines? The coveted first few double page spread international brands clamour over. The fashion features. The latest trends, personality test and gossip columns. The local editorial pieces. Each section is carefully constructed for hours of reading pleasure. Media agency recognised that running print ads alone and placed after many other pages of international high fashion brands may not have the desired impact. For readers to really appreciate the Panasonic Beauty products, we had to demonstrate its efficacy. Who better than the magazine’s own editorial team to become our Trust Ambassadors. Hence, we went out to identify and negotiate with not ten, twenty or thirty professionals, we secured the assistance of 108 magazine professionals in our aggressive plan to win over the market. Everyone was given the free hand to craft the pages as they see fit.

The Execution
8 months. 10 top Female magazines including InTrend. 46 compelling editorial pieces crafted. One of the pieces is “How to prepare for a party with Panasonic Beauty”. It went on a journey to discover how a celebrity prepares for a big night. A 4-page feature spread tastefully integrated 6 different Panasonic Beauty products and its application. In the morning, she uses the face steamer to get her skin moisturised and pocket doltz toothbrush to ensure every teeth is pearly white. Stockings can be thrown away when she has silky smooth legs to show, thanks to the epilator effective in removing every small unsightly stubble. With the compact hair iron, every strand of hair is in place. She finishes her look for the night with eye lash curler for enchanting eyes. Across the different magazines, 45 more unique pieces were customised for its reader. Each editorial piece brought its reader on a journey of discovery and greater understanding and appreciation for Panasonic Beauty appliances.

The Results
For 8 months, Panasonic dominated the entire magazine platform reaching over 500,000 Alpha women. Engagement was at all time high at 78%. With brand endorsement from 108 beauty experts, Panasonic’s brand parameters against our target group increased double digit: Brand consideration increased 25% Brand preference grew 33% Total brand image scores improved 60%. Sales of the Panasonic Beauty range exceeded supply.