Archives

Challenge
Hotlink wanted to reaffirm its brand presence in a marked where competitors advertise aggressively. Kelantan is one of the poorest state in Malaysia. We needed to do something different that get people talking beyond the traditional advertising.

Solution
Local buses are the most ccessible form of transpoertation. It is also the most visible media, reaching the consumers at grassroot level. We leveraged on the most visible media to reward our customers. We decided that public display of awarding brand loyalty would help to get people talking.

Execution
Hotlink’s Free Rides Day became a day decided to rewarding Hotlink’s customers. The combinted strategies of bus chelter refurbished ment, banners, branded local buses and 1-day free rides synergistically generated campaign awareness and position Hotlink as a caring brand close to the heart of the local audience.

Results
Prior to the 1-Day Free Bus Ride, locals were already anticipating Hotlink’s upcoming engagement. Brand awareness generated for appromixately 10,000 bus users resulting in 2223 new HOTLINK registrations in just one day! This generated intrinsic value to HOTLINK’s brand affinity as reflected by positive coverate in newspaper, online and radio.

challenge
Research shows that Berocca, a uniquely formulated vitamin B complex to improve physical and mental performance, caters best to urban white-collar males who need mental alertness for stressful work demands. Often misperceived as just another multivitamin, we’re challenged to build awareness and showcase Berocca’s true benefit of improving work performance.

solution
The primary cause for ‘lack of energy’ amongst urban white-collar males is work-related pressure. To tackle energy drain resulting from work-related stress, men consume supplements, natural remedies and exercise. With these insights, we saw no better way to introduce and showcase Berocca’s true benefit than in the office environment itself, where the need for optimal work performance is on the rise!

execution
While we wanted to enter their working environment, we didn’t want Berocca to be an in- your-face brand. So we focused our communications to catch our audience in an idle and relaxed state of mind. Travelling in office elevators was one such occasion, hence the birth of “Berocca Speed-Math Elevator”. We posted simple math questions whose answers corresponded to different level numbers on elevator buttons, which successfully communicated our key message “Think Sharper, Act Faster”.

results
Berocca’s Q2 & Q3 average sales gained 18% vs. 2009, a huge success for a pharmaceutical product. Our campaign’s unique clever spin also created lots of talkability, garnering us 4 times earned media.

challenge
During World Cup 2010 season, brands’ share of voice drowned out, media space becomes cluttered, high volume of advertisers’ promotions. Maxis and Celcom, both had huge investments in mainstream media channels, which stood to hurt and drown out DiGi’s share of voice during period.

Solution
DiGi aimed to become the talk of the town; we needed something unconventional, eye-catching, and superlative. Thus turned a traditional billboard into a “live-in” billboard (first of its kind) that housed a radio station! For 50 hours straight thereafter, Hitz.fm DJs had to live, breathe, eat, talk, and sleep in the billboard. Not allowed to leave their temporary home, the DJs could only focus on the competition, WC2010 broadcast, and DiGi’s promotions.

Execution
Capitalized on both DJs’ huge following plus strategically located outside Pavilion KL, the ‘live-in’ billboard attracted huge attention. DiGi imposed a challenge for JJ (footie fanatic) to educate Ean (basketball jock) on all things football during the 50-hour bootcamp. Ean was required to answer at least 50% of questions correctly submitted by radio listeners from calls or SMSes. Failing to do so, Ean would have to stay another 24 hours in the billboard.

Results
• In two weeks, campaign attracted 1,000,000+ listeners per week on Hitz.fm
• 5000+ people attended the launch event
in the span of 3 days
• 1000+ sms were received providing
football trivia questions to DJ Ean
• Captured by 4500+ bloggers with 3.6 million+ followers, valued over MYR9 million

Challenge
Nippon Paint strives to be as sustainable as possible. More importantly, sustainability is a way of life – one that is adopted very early on and to have a bearing on improved livability. ‘Better Living’ being our goal. But how can a paint company preach about being environmentally responsible?
Solution
We recognise that the generation of today lives & breathes connections. They have evolved from just being a ME generation to that of WE. Underpinned to this is the growing need to contribute to a greater good. Conversely, this motivates their choice of companies and brands too. Galvanizing the support of teachers, we used schools as a platform to spread the word on sustainable living for better living.

Execution
Each school had to conceptualise their interpretation of how they (together with Nippon Paint) are responsible for our Earth. And the interpretation is translated into a mural, which must incorporate an environmental message to serve as a daily reminder. Word of mouth began to spread about the student-initiated murals, in addition to the coverage done by Nanyang newspaper as well as a series of TV documentaries in Astro AEC.

Results
Murals served to remind our students about
their responsibility to Mother Earth, it also
became Nippon Paint’s “billboards”. Total
publicity generated from press and TV amounted
to more than RM1.3million. And if we were to
pay for a billboard in each community, it would
have translated to RM360,000 in total!