Archives




2016 | |

A ‘Tricky’ Wallpaper Advert

Advertiser: PETRONAS Group
Brand: PETROSAINS
Creative Agency: -
Credits: -

The Challenge
Petrosains hosted Illusion Exhibition which showcases artworks developed through the science behind audio & visual perception. The aim of the exhibition is to enable understanding of science through illusions with the proposition of “Nothing is As it Seems”. However, footfalls to the exhibition was low because PETROSAINS is normally considered a venue for kids only. Now, instead of children, we needed to capture new audience, teens & young adults.

Insight, Strategy and the Idea
INSIGHT: We noticed a spike of interest on social media debating about the gold & blue dress. This was a perfect example of optical perception.

STRATEGY: Create buzz with adults and teenagers using the route of “debateable illusions” IDEA: Inspired by the works of master artist of 3D street painting we created the 1st ever 3D anamorphic outdoor advertising in Malaysia! The idea was extended to digital, where we kept the conversation alive on social media.

Media Execution
We first selected 2 key areas where traffic was high and worked with experts in optical illusions in creating our 3D anamorphic wallpaper. KLCC and Masjid Jamek LRT station because of its high traffic amongst our target audience. Each wallpaper piqued the curiosity of the audience and gave a hint of what can be expected in the exhibition. Viewers were then directed to social media where trivia questions about illusions provided an extension of the experience. This generated more curiosity to visit the exhibition to learn more about the science behind most grand illusions.

Results and Effectiveness
Our 3D anamorphic wall art received an estimate of over 5.4 million impressions in a single month! Social buzz: 3,562 conversations Media ROI: 2.8x Most importantly, our campaign over delivered KPIs by 16% with a total of 49,177 footfalls generated during the campaign period! Sales worth RM 1.3 million

2016 | |

Innovation in Motion: BMW Tracks Real Time OOH Traffic

Advertiser: BMW Malaysia
Brand: BMW
Creative Agency: -
Credits: -

The Challenge
Reaching out to busy Malaysians is never easy. We needed to create a cut-through medium to elevate the awareness of the first-ever BMWWorldMalaysia event and lead intent to purchase from the website. Here’s the best part – there was only one weekend to go before the event and we were given 48 hours to plan and roll-out.

Insight, Strategy and the Idea
Our strategy was to “turn heads twice”. The need to go overdrive to gain awareness leading to action had to evolve around stopping elusive Malaysians during their weekend routines, with an element of surprise. ‘Turn heads twice’ needed to be disruptive at the very least. Out-of-home was the medium of choice as the campaign aims to target drivers and passersby at key congregation areas – with a very minimal budget.

Media Execution
Using readily available cars as makeshift advertising media, we covered them fully with an invitation message to BMWWorld. It cannot be missed in a sea of cars because it’s just different. That caught every passersby’s attention. The cars also had a hidden functionality – a fully-equipped mobile phone tracking device that is able to know who amongst those who stop-and saw the invitation actually went to the event. For the 1st time ever in Malaysia, an outdoor campaign was monitored based on real-time pedestrian traffic data. This allowed us to optimize impressions by moving to locations where there are greater chances of being seen.

Results and Effectiveness
Using readily available cars as makeshift advertising media, we covered them fully with an invitation message to BMWWorld. It cannot be missed in a sea of cars because it’s just different. That caught every passersby’s attention. The cars also had a hidden functionality – a fully-equipped mobile phone tracking device that is able to know who amongst those who stop-and saw the invitation actually went to the event. For the 1st time ever in Malaysia, an outdoor campaign was monitored based on real-time pedestrian traffic data. This allowed us to optimize impressions by moving to locations where there are greater chances of being seen.

2016 | |

How To Make A Billboard Be Seen And Heard From 5 Kilometers Away

Advertiser: Mondelez
Brand: Chipsmore
Creative Agency: -
Credits: -

The Challenge
Chipsmore is known as great tasting, fun and great appeal with kids for many years. Also consumed by adults (teatime and supper), Chipsmore’s appeal has begun to diminish as they transitioned to teenage and stopped consuming Chipsmore. Business challenge face is to resonate, appeal and making the brand relevant to them again. Agency was challenged to create a campaign where it’ll be more acceptable for teens/young adults without alienating Chipsmore’s current users

Insight, Strategy and the Idea
In a recent Asia teens study, it was revealed that Malaysian teens/young adult finds that their everyday lives consists of routine moments (school, traffic, bus rides) and seek fun moments. We want them:
• To see light-hearted view of the world despite life’s hiccups and sees the humor.
• Appreciate small gratifying moments of light‐hearted fun with small rewards with hits of humor throughout the day to keep their positivity alive The idea: Moments with Cookie Guy

Media Execution
They spend their time on fun and witty stuff on media – 9GAG, BuzzFeed. We wanted Cookie Guy be witty fun during dull moments – which is while they are in transit. We innovatively created an interactive billboard equipped with cameras. Additionally, mobile geo-targeting provided navigational instructions to cars within 5-km radius to direct them towards the interactive billboards. Once cars approach the billboard, personalized message from CookieGuy would appear alongside plate numbers (“WA8196U relax la.. Don’t look so worried, it’s just traffic jam” #takeiteasy). This was also synced simultaneously on mobile! Hilarious, witty messages were reflected throughout to turn boring times into fun.

Results and Effectiveness
This pioneering out-of-home execution produced 5,615 user-generated videos! That’s a lot of happy teens who needed a dose of fun, and #takeiteasy became the most commonly used online lingo amongst teens with 3.2 million usage. More importantly, our teens kept buying! Q32015 sales went up 18% compared versus year ago.

2016 | |

Joy Ride to Growing Up with Faber-Castell

Advertiser: A.W. Faber-Castell (M) Sdn. Bhd.
Brand: Faber-Castell SpeedX
Creative Agency: -
Credits: -

The Challenge
In today’s world, children are exposed to technology at a tender age. The exposure is limitless and cluttered. Media is consumed with cynicism and low involvement. We needed to formulate a strategy and engagement plan that was invitational rather than intrusive. We wanted to create a mark in their daily lives through a medium that encircles them on a daily basis. We did just that!

Insight, Strategy and the Idea
Students spend almost 60% school days commuting to schools. It’s the journey that matters not the destination. The ride is seen as 1st form of independence from their protective parents, fueling social interaction with one another, filled with emotions, expressions and anticipation. It provides emotional cushioning and escapism for students. Yellow buses became an iconic ritual ride for students, it is natural and conducive platform to strengthen Faber-Castell-Companion for Life positioning. The idea showcase actual involvement with Faber-Castell as a happy companion, seamlessly extended into a daily holistic engagement, fitted snugly into the activation.

Media Execution
Faber-Castell became the 1st advertiser to embark on big yellow school bus invasion. We wrapped and built an army of 50 yellow school buses in Klang Valley. Faber-Castell is the first brand in Malaysia to fully wrap fifty 40 seater big buses. We stormed 17 schools and potentially reached 21,344 students on a daily basis. Total of 1000 Faber-Castell pens were given to students on the bus before they enter schools in order for them to sample immediately.

Results and Effectiveness
The campaign managed to get the product directly to the students, it is truly targeted and effective. Being 1st to embark on a new platform that is creative. Client will repeat the exercise if budget allows in future. We are proud that our brand and product became a companion, but even prouder that it put a smile on the face of each child.

2017 | |

BMW Electrified the Streets of Kuala Lumpur

Advertiser: BMW GROUP MALAYSIA
Brand: BMW
Creative Agency: -
Credits: -

The Challenge
BMW (-4%) was losing the battle against Mercedes (+56%) in 2015. A marketers’ nightmare! We had to change things around with the launch of BMW X5 PHEV, with high capacity electric charging.

Insight, Strategy and the Idea
1. Audience was on the go throughout the day. A number of important meetings happened post working hours. 2. Because of the travel frequency – OOH stood as the most effective medium (3-4hrs of travel in a day) 3. Agency research showed that affluent would only travel up to 10km for a test drive. We designed an INNOVATIVE 4 Dimensional OUT OF HOME STRATEGY to win the hearts of affluent across West Malaysia and enticed the affluent through a custom made approach that made them curious, highlighted model’s USP and at the same time encouraged them for a test drive at BMW showrooms.

Media Execution
THE GIANT (25ft (H) x 110ft (W) GANTRY THAT LIT THE SPRINT HIGHWAY highlighted the powerful electric wallbox charger with the new BMW X5 PHEV, connecting Bandar Utama, Tropicana and Damansara from different interjections across Klang Valley. DIGITAL SCREEN TAKEOVER ACROSS WEST MALAYSIA: 100% SOV on key Digital Screens for first three days followed by 12 digital screens takeover in KLANG Valley, including Penang, Johor Bahru, Melaka, and Ipoh. GEO-FENCING BMW SHOWROOMS WITH STATIC BILLBOARD: Strategically placed within 4-5Km from signature BMW showrooms. EXPERIENTIAL OUT OF HOME AT PAVILION MALL whereby potential customers could experience the car features through digital experiential, supported by an actual car in full display with registration for an electrifying test drive.

Results and Effectiveness
• Total eyeballs : 414,575,520 • Total Activation reach : 1,133,330 • Sales Exceeded projections by 174% • Fastest selling model in 2016 • Footfall at showrooms Increased by +50% • Most importantly, BMW outperformed arch rival Mercedes by a Distance! o Mercedes Sales: (2016 vs. 2015) +8% o BMW Sales: (2016 vs. 2015) +20%