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2016 | |

The Transformation of Happy Chompers with Juicy Confidentials

Advertiser: Panasonic Malaysia
Brand: Panasonic Slow Juicer
Creative Agency: -
Credits: -

The Challenge
To the health conscious, juicing is a way of life. There are many machines for them to choose from. Here, Panasonic is a small fish in this big pond. Panasonic’s ambition is to be the piranha in the big pond.

Insight, Strategy and the Idea
The audience in the big pond are “Happy Chompers”. Non stop eating yummylicious food begging to be consumed. The Non Communicable Disease in Malaysia has reached an alarming rate. Malaysia is SEA’s fattest country! We are an obesity epidemic waiting to happen. But all is not lost. “Happy Chompers” do want to lead a healthier lifestyle. They do want to eat right and replacing sweet drinks with fresh juices is their idea of getting healthy. However, ‘home juicing’ is hard because they don’t know where to start and unsure if it will taste good. So we embarked on a slow educational campaign to Show and Proof that juicing with Panasonic is oh so easy and oh so delicious. Our idea ‘Juicy Confidentials’ ran for 6 months via a series of bespoke print articles.

Media Execution
‘Juicy Confidentials’ was a collaborative effort with TheStar, NewStraitTimes, SinChewDaily and ChinaPress. 29 articles and 40 recipes were created to suit different needs of individuals, families and kids. Celebrities engaged to make juicing trendy were seen leaving the gym toting a bottle of juice like a designer handbag. The perfect body shape proved that besides regular exercise, juices help them maintain a healthier lifestyle. Health KOLs shared delicious frozen treats. Giving tips to prepare sorbet by using frozen attachment from PanasonicSlowJuicer and frozen fruit. Voila! You ready to throw a sorbet party. Parenting experts shared simple recipes for the busy moms using natural ingredients.

Results and Effectiveness
3.8million “Happy Chompers” continue to enjoy their food and juice as a new way of life. PanasonicSlowJuicer demand surpass supply.

2016 | |

Brainwashing Breakfast Habits

Advertiser: Golden Arches Restaurants Sdn Bhd
Brand: McDonald's
Creative Agency: -
Credits: -

The Challenge
After years of accelerated growth 6 years ago, McDonald’s Breakfast shares declined and TOM awareness remained stagnant the last 3 years. There were many barriers to growth:
• McDonald’s breakfast range was just not strongly embedded in Malaysian’s hearts and minds.
• Malaysians preferred affordable localized breakfasts and are spoilt for choice, whether they choose to eat-in or eat-out.
• To compound matters, with the impending launch of GST, people had developed a savings mindset and wanted cheaper options; the easiest being breakfasts found at local hawker stalls. The task was to implant McDonald’s value breakfast into the hearts and minds of Malaysians.

Insight, Strategy and the Idea
Quickly associate McDonald’s with breakfast in consumers’ minds through a gimmick and mnemonic. Gimmick: free breakfast! Mnemonic: Mondays. We encouraged consumers to consider McDonald’s breakfast as their staple repertoire through constant reminders of how tasty, varied and affordable it is, and through leveraging another morning staple, newspapers.

Media Execution
Phase 1: Owing Mondays
• We started training consumers to look forward to Monday breakfasts by tying McDonald’s breakfast to starting your week right on Mondays
• We achieved immediate high visibility with our front page special promotion coupons on consecutive Mondays nationwide.

Phase 2: Tasty, Affordable Variety We sustained the high visibility with continual reminders in key and secondary newspapers of how tasty and affordable McDonald’s breakfast variety is.

Phase 3: Big Bang Monday
• 205,000 Malaysians enjoyed a FREE Egg McMuffin together on National Breakfast Day. We excited readers and created anticipation of this big bang event with our daily super premium positioned newspaper reminders in the week prior.

Results and Effectiveness
McDonald’s Breakfast results were remarkable. :
• The campaign increased TOM awareness by +13%
• The breakfast sampling exercise brought in additional 8% sales through add-ons purchases
• Imagery scores improved by 21% for “have food I feel good about eating regularly”
• Breakfast sales enjoyed a phenomenal 35% growth