Archives




2010 | |

Time of My Life with Sunway Lagoon

Advertiser: Sunway
Brand: Sunway Lagoon
Creative Agency: -
Credits: Bala Pomaleh (Managing Director), Ramesh Marthaveron (Account Director), 
Wong May Mun (Media Manager)

SPON - Time of My Life with Sunway Lagoon

Challenge
The challenge was to “teleport” Malaysian and foreign holiday makers from Penang and JB to Sunway Lagoon in KL. Sunway Lagoon’s unique proposition was the fact they had something for everyone and can keep them entertained throughout the day!

Solution
Malaysia never sleeps. We have mamak restaurants, fast food, convenience stores and even some clubs that open all day and night. We capitalized on this insight to highlight the fact that Sunway is all about 24 hours of Non Stop Fun as they have Water Park, Interactive Zoo, Scream Park and many other attractions. Sunway Lagoon is a haven for fun seekers to have the time of their life day or night!

Execution
We commissioned a world class Swiss clock maker to create the biggest ever clock in Malaysia on a billboard. The clock pointed real time at different activities suitable for different times of the day. These billboards were strategically placed in Penang (Komtar) and JB (entry point from Singapore). Similar executions were also sited in other locations for campaign coverage but without an actual clock. The execution embodied Sunway Lagoon’s Non Stop Fun positioning.

Result
The boards became landmarks and will get Malaysia Book of Record recognition. Visitation to the park increased by 20%. Close to 42% of visitors from Penang and Johor claimed to have seen the clock. Sunway remains as the best water park in Asia for the 2 year running.

2010 | |

Rexona Hits the Right Note with Teens

Advertiser: Unilever (Malaysia) 
Holdings Sdn Bhd
Brand: Rexona
Creative Agency: -
Credits: Shankar Rajagopal (Director), Anne Leow (Manager), Suveea Jinadasa (Senior Executive), Looi Yew Mun (Senior Executive), Caryn Hon (Executive)

OOHM - Rexona Hits the Right Note with Teens

2010 | |

Bring on Your Moves with F&N Freestylz

Advertiser: F&N Interflavine Pte Ltd
Brand: F&N Fun Flavours
Creative Agency: -
Credits: Chew Kagee (General Manager), Chai Yen Yen (Associate Director), Yvonne Lai Li Chien (Senior Planner), Siti Zaifida (Senior Buyer), Quennie Tan (Assistant Manager, F&N Interflavine Pte Ltd), Kamal Kadir (Account Director, Bates 141)

Challenge
In a competitive soft drinks category, winning amongst Youth was key to growth. F&N Flavors was still perceived as a Tween drink by some in a shrinking market. 
It needed to re-inforce an edgy, Youth image with street credibility, while staying true to its DNA of being a ‘fun’ drink.

Solution
We decided to choose Freestyle Dance as the platform for them to express themselves. Youth spend maximum time out-of-home especially to lepak with their friends. We decided to get into action right at the street level to bring alive the concept of street dance. The idea was to innovate a unique buzzworthy street outdoor that marries the F&N product and the spirit of freestyle dance.

Execution
We placed life-size F&N cans in youth hang-outs nationwide such as the streets of Bukit Bintang and popular lepak malls around the country e.g. Cineleisure, Sunway-Pyramid, Queensbay-Mall etc. They were placed in high youth affinity contexts such as near cinema or mall entrances, ensuring maximum engagement. These spectacular cans which measures 6ft in height had lifesize freestylers frozen in cool freestyle dance moves inside an exploding swirl of F&N drinks.

Result
Youth across Malaysia moved to F&N’s rhythms. In just 4 months of campaign, Spontaneous Brand awareness grew 12% to achieve its highest since 2005. F&N grew its share in highly competitive category by 5% Year-On-Year to further extend its No.1 position lead.

2010 | |

Shell Helix Drops a BOOM-SHELL on Motorists

Advertiser: Shell Malaysia Trading Sdn Bhd
Brand: Shell Helix
Creative Agency: -
Credits: Heidi Lim (General Manager), Lorraine Capel (General Manager), Hamzina Abdullah (Senior Buyer), Khong Shad Foon (Brand & 
Communications Manager, Shell Malaysia), Michelle Hoe (Trade Marketer (MY/SG), Shell Malaysia), Shireen Peterson (General Manager, JWT), 
Thein Kwee Yean (Account Manager, Kinetic Worldwide)

OOHM - Shell Helix Drops a BOOM-SHELL on Motorists

Challenge
When it comes to engine oil, many dismiss its importance. Some don’t even know the difference between engine oil and petrol. How can a low involvement product like Shell Helix grab the attention of motorists.

Solution
Motorist are mobile, so ads placed in high traffic areas or car parks are key communication spots. However, these spaces are also extremely cluttered. With these insights, we knew Shell Helix needs an intrusive medium that stops motorist in their tracks, inspiring us to find our solution in the boomgate! Our innovative idea led a campaign that was the first of its kind, featuring a never-seen-before full wrap of the boomgate.

Execution
We placed a total of 9 boomgate ads at Ikea and Ikano Power Centre. Shell Helix dominated both the enterances and the exits, making it impossible to miss. The creative communication showed a Shell Helix bottle pouring simulated engine oil into half cut engines. Yellow LED lights signify the engine oil flowing through the engine, demonstrating how Shell Helix Ultra cleans inside of the engine providing Shell’s ultimate cleaning performance.

Results
Our “Boom-Shell” had an explosive effect! The “light-up” boomgates brightened up car parks, grabbing the attention of estimated 550,000/month traffic. The agency, client and malls received rave reviews from the public and even caught the global attentions, who were highly impressed 
with the boom-factor.

2010 | |

Getting a Grip with Protex

Advertiser: Colgate-Palmolive Marketing 
Sdn Bhd
Brand: Protex
Creative Agency: -
Credits: Ann Lim (Client Service Director), Tan Bee Lui (Senior Client Service Executive), Tan Choon Liang 
(Client Service Executive), 
Thein Kwee Yean (Account Manager, Kinetic Worldwide)

OOHM - Getting a Grip with Protex

Challenge
At the height of the H1N1 concern, Protex needed to stand out amongst the competition and stay on top of consumers’ mind.

Solution
Consumers were more susceptible to H1N1 in public and crowded places and more receptive to relevant messages in such situations. From this insight, we amplified the awareness and relevancy of Protex hand sanitizer as THE brand that could tackle the toughest bacteria via media placement in public transport – one of the most bacteria-laden environments in the city.

Execution
Every month, 5 million commuters are perpetually packed into the LRT trains, with little space between themselves and those around. By placing Protex Instant Antibacterial messages on LRT Handgrips, we created instant impact and empathy between the consumers and Protex.

Result
Protex’s sales value grew 6 times in 3 months. The campaign helped instill the brand message in consumers’ minds by speaking to them in an environment that was both relevant and void of clutter.