2010 | Gold | Best Use of Point of Sale
Advertiser: Measat Broadcast Networks Sdn Bhd Brand: Astro Malay Segment Creative Agency: - Credits: Chan Wan Lih (Senior Manager), Zufar Zahran (Senior Executive)
Astro Malay’s business growth potential lies in acquiring new subscribers, particularly from the semi urban Malay households in North and East Coast. Advertising on free to air TC was not an option.
Malay households tend to do their grocery shopping as a family affair, so we decided to catch families as they shop! We marked our presence at popular and highly frequented supermarkets across the northern and east coast region with eye-catching visuals demonstrating the value of Astro packages to fit the shopping environment, inline with the shoppers frame of mind in search of a good bargain.
We capitalised on Astro’s in-house A-list Malay celebrities to catch our target’s a ttention and resonate with them. Life-size cut outs of Erra Fazira, Afdlin Shauki and Aznil Nawawiheld gaint receipts highlighting Astro’s value for money packages in the form of a shopping list, greeting shoppers at Point-of-Sale media like gate entrances, aisles and on-shelf for three whole months.
Ourexecution brought to life Astro Malay’s great value for money in locations frequented by our target. The impact was so powerful that many shoppers signed up on the spot
2010 | Silver | Best Use of Point of Sale
Advertiser: Telekom Malaysia Brand: ITalk Creative Agency: - Credits: Bala Pomaleh (Managing Director), Ramesh Marthaveron (Account Director), Wong May Mun (Media Manager), Fatin Yusof (Media Planner)
The fixed line market was on the decline globally. TM had to counter the decline via other initiatives to drive revenue up. One critical area which was largely untapped was the foreign worker segment. The task was to convert the lucrative but suspecting Indonesian foreign workers into devout italk users.
The Indonesian foreign workers lived in communal quarters called “Kongsis”. They yearned for love as they lived under duress and deplorable conditions. The need to communicate with their family was a necessity to maintain sanity. Analysis showed they spent 4 times more on phone bills compared to an average Malaysian. We converted the kongsi into point of sale outlets to maximize Point of Sale proximity and sales results.
One of the biggest purchase barrier was the availability of the top up cards at point of sale outlets. Awareness of top up points was lacking in the streets. By branding the kongsi and bringing in top up squads into the kongsi this issue was completely circumvented. This in fact became a very viable point of sale channel for TM as there was significant cost savings by reducing the distribution layers.
A 36% increase in revenue over a 3 month period. 60% increase in call minutes to their happy families back home. We brought joy and love to over 6 thousand Indonesian foreign workers! With this pilot project a major success, many more will experience love and joy in 2010.
2010 | Bronze | Best Use of Point of Sale
Advertiser: Visa Worldwide Pte Ltd Brand: Visa Debit Creative Agency: - Credits: Siew Wey Tyng (Business Director), Raymond Chin (Media Manager), Leveena Sadanandan (Marketing Manager, VISA Worldwide Pte Ltd), Loh Mun Yee (Account Director, TBWA-ISC Malaysia), Julian Lee (Account Manager, Bates 141 Malaysia)
2010 | Finalist | Best Use of Point of Sale
Advertiser: Proton Holdings Bhd Brand: Satria Neo Creative Agency: - Credits: Tammy Lim (Associate Director)
2010 | Finalist | Best Use of Point of Sale
Advertiser: Johnson & Johnson Sdn Bhd Brand: Johnson’s baby powder Creative Agency: - Credits: Samantha Tay (Associate Director), Jade Chong (Media Manager), Wendy Tan (Senior Media Planner), Farriz Yousof (Media Buyer), Karen Ong (Marketing Manager, Johnson & Johnson Sdn Bhd), Goh Saki (Senior Brand Manager, Johnson & Johnson Sdn Bhd), Samantha Chan (Management Trainee, Johnson & Johnson Sdn Bhd)
In-store is highly cluttered with no differentiation. We had to make Johnson’s baby powder stand out amongst the sea of displays and also communicate effectively that the Johnson’s powder can absorb sweat. The main challenge was bring out product relevance in absorbing sweat in the air-conditional hypermarkets.
We understood that Mothers know that kids sweat a lot once they are back from the playground. Leveraging on this association of play & sweat, we decided to utilize our POS and convert it into a lively playground ! This would attract the kids and Mothers could immediately relate to the product relevance when they saw their kids sweating it out in the playground.
The colourful playground POS was placed into major hypermarkets nationwide. The playground POS not only displayed the product, it also had a kids football game and other kiddy stuff. This worked as a magnet for kids as when they saw it, they gleefully ran to it & dragged their mothers in tow.
The innovation attracted more than 1,902 families across the major hypermarkets nationwide. Johnson’s Powder registered a record breaking +5% growth in market share. The Shares went from 44% to 49%, an all time high for the category in just a month.