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Challenge
Samsung launched the French Door Refrigerator model and retail exclusivity was given to Harvey Norman at Ikano Power Centre. Therefore we need to rely on an advertising medium that is geographically appropriate, plus to shout out the refrigerator’s USP – a 2 door fridge with huge storage space.

Solutions
Choosing a fridge is a daunting task, there are many options available. Consumers look for ‘optimum-sized’ fridge with huge storage space. Visiting few retail stores before making the purchase decision is a common shopper ritual. At Ikano Power Centre, access to Harvey Norman is via the escalator or elevator. We demonstrated the idea of ‘large & huge storage fridge’ by intercepting shopper’s movement from car park to Harvey Norman by replicated elevators as 2-door fridges.

Execution
Samsung French Door refrigerator ‘Elevator wraps’ at 8 strategic elevator locations, near Harvey Norman from level LG to 2 for three continuous months. The lift interior was transformed to look exactly like the fridge interior exhibiting a well stocked up with food and beverages, every consumer’s ideal fridge. Key product features were also highlighted: Twin Cooling System, Water Dispenser, Movable Fresh Box, Movable Door Guard, Height Adjustable Tray and EZ-Open Handle.

Result
The lift wrap was exposed to potentially 700,000+ visitors to Ikano Power Center, and 1,000,000+ visitors to IKEA monthly. During the campaign period, actual sales target exceeded by 20% and made Harvey Norman, one of Samsung’s key retailers very pleased.

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Challenge
To take advantage of FIFA World Cup fever, MILO ran a football-themed “Hidup Bola” promotion, offering consumers MILO-branded football merchandise. Amidst the clutter of activities by other non-sponsors and huge ad spends by FIFA global sponsors, how could the MILO campaign stand out?

Solutions
Our surveys revealed that the MILO football jerseys created for our promotion would be a big ‘hook’. Therefore, we decided to use the jersey as the ‘hero’ of the campaign. After much analysis, we chose large billboards to literally make the jersey ‘larger-than-life’ and also because this medium was relatively free from the “football clutter” prevalent on Print, TV and Radio.

Execution
For best impact, we selected billboards in high traffic market centers. Then we amplified our jerseys – LITERALLY – by turning billboards into gigantic MILO jerseys. To further enhance the jersey’s life-like appearance, solid backings had to be removed from the sleeves during installation to allow movement when they catch the wind. Excited football fans bought MILO to take part in our promotion, hoping to win these cool MILO football merchandises.

Result
MILO jersey demand was overwhelming! The promotion redemption rate was 2.9 times higher than industry average. Sales increased by an unbelievable and unprecedented 36.5% YOY.

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Challenge
School holiday periods have always been an intense competition period for kid’s TV Channels. During these periods, kids received their ‘get-out-of- studying’ free card to watch as much TV. Disney Channel needed to engage as many viewers throughout school holidays to boost ratings in order to compete with Cartoon Network.

Solutions
Adults often think that kids love shopping. Honest truth: kids find shopping with parents “Boring”. Shopping experience is only fun when it involves getting the kids involved. However, for a kid to go through a long adult shopping list will be rather ‘painful’. We needed a ‘get- out-of-boredom’ idea for kids so that they look forward to go to the mall. The “So Syok” entertainment structure was constructed aimed to amuse kids at the mall.

Execution
At selected malls in KL, Penang, and Ipoh, on- ground ‘TV programme So Syok’ experiences were created to engage ‘bored’ kids while shopping with their parents. Kids interacted with Disney’s on-ground activities such as photo session with Disney characters, danced to Disney tunes, and played dressing up. Kids were left smiling with Polaroid photographs of themselves as memento of their day’s activities. These photos were reminder for them to watch the shows at home.

Result
Brand recall improved greatly amongst kids and parents who interacted with the “So Syok” structure. The Polaroid takeaway aided the recall well. During the school holiday periods, both viewership and ratings on Disney Channel programmes improved meeting expectation.

Challenge
Engine oil is a low interest category. Many dismiss its importance. To educate the motorists, we needed to have an “attention grabbing” execution so that motorist were able to see how a good grade engine oil can help to maintain the lifespan of the engine and sustain its performance.

Solutions
Most motorists depend on mechanics to advise them on car engine maintenance. But mechanics don’t educate. Motorist may have heard or read about better engine oil aiding performance but could not understand enough to influence the mechanics. So we brought a ‘life-size’ but transparent engine to life. It gave motorists an opportunity to see the “inside-out” of an engine and how Shell Helix could remove up to five times more dirt and sludge.

Execution
A glass transparent engine made by acrylic was built to demonstrate the engine cleaning process and was placed strategically at several high pedestrian traffic shopping malls on rotational basis. In this replica, yellow colored water was used to resemble Shell Helix Ultra engine oil and black particles stood in for sludge. It showed the continued process of how Shell Helix Ultra was pumped into the engine to displace the sludge therefore providing ultimate cleaning performance.

Result
Shell Helix ‘life size’ transparent engine had an explosive effect. The malls received rave reviews from the public. Sales volume increased by 15% between Q4 2009 (Oct-Dec) versus Q4 2010 (Oct-Dec). This 1st of its kind ambient execution reached out to almost 4million people per month in shopping malls.