Archives




2011 | |

Augmented Reality Unlock Priceless Shopping Discoveries

Advertiser: Mastercard Worldwide
Brand: Mastercard
Creative Agency: McCann Erickson (Singapore) Pte Ltd
Credits: Jenny Au (Associate Director), John Lee (Media Planner), Faridah Ismail (Media Buyer), Susan Lim (Media Manager), Chek Yin Huay (Media Planner), Stella Lui (Account Director, Universal McCann SG), Gesella Ang (Media Manager, Universal McCann SG), Evie Loo (Vice-President, MasterCard Worldwide SG)

DIG - Augmented Reality Unlocks Priceless Shopping Discoveries

Challenge
As official credit card for Malaysia Mega Sale, MasterCard was positioned as the gateway to priceless shopping discoveries. However share of wallet was difficult to build in a fickle category, where young urban affluents often changed their mind at the point-of-purchase, and being first out of wallet was key.

Solutions
We discovered that in the age of i-pad and i-phone, our young urban affluents actively seek &enjoy novel stimulating tech experiences. We decided to embed a unique augmented reality application to engage their attention with MasterCard shopping discoveries. Mid Valley is the largest mall in Malaysia and at the time of mega sale our segment throngs themall for the ultimate retail therapy of all providing the perfect backdrop.

Execution
The Augmented Reality set up was hooked onto a big screen, whereby users need to flash their MasterCard to as the key to the inviting experience. Inside curious users could navigate a journey of surreal experience through 4 categories of priceless delights – Wellness, Travel, Dining & Retail – discovering exciting offers and embedded MasterCard promotions. This experience brought alive the seductive pleasures of shopping, among a mindnumbing wallpaper of shopper promotions in the period.

Result
An estimated 12,000 people engaged with the novel experience during the Megasale. Total number of transactions via MasterCard saw a 9% increase from last year. MasterCard exceeded all expectations by recording 34% growth in GDV during the period – its highest ever.

2011 | |

How 10 Mobile Trucks Contributed to 10% of the Sales

Advertiser: Nestle Products Sdn Bhd
Brand: BLISS Yogurt Drink
Creative Agency: Ogilvy
Credits: Cindy Chia (Director, Client Leadership Nestle Products Sdn Bhd)

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Challenge
The primary target consumers for BLISS, a yoghurt drink that aids digestion, are young adults whose hectic lifestyle and irregular eating habits makes them prone to indigestion. How do we reach out to this segment that has a highly mobile lifestyle and may not regularly shop in supermarkets or hypermarkets?

Solutions
Research shows that the typical young working adult spends most time at work, on the road or hanging out with friends. Given their hectic schedule, they appreciate brands that offer convenience. To cater to their mobile lifestyle, we created Mobile Chiller Trucks that carried BLISS’ advertising and sold a comprehensive range of products at convenient locations. This made BLISS Truck a moving ‘Sales Outlet cum POS Advertising Medium’.

Execution
We deployed 10 trucks in 4 market centres as BLISS Point of Sale outlets, covering locations frequented by our target consumer, such as offices, parks and outdoor markets. Promoters sold and sampled BLISS products while distributing brochures that promoted the benefits of good digestion. Wrapped in prominent BLISS branding coupled with buntings and parasols, the trucks become the most SOUPED- UP Point of Sale advertising in the country.

Result
Sales from each truck were 50% higher than an average supermarket! In total, the 10 mobile trucks contributed an impressive 10% of BLISS’ sales nationwide. They are also more cost effective compared to conventional in-store communication (source: Nestle). This point-of- sale has now become an ongoing key distribution channel for BLISS.

2011 | |

You have 60 Seconds to Increase Sales

Advertiser: Measat Broadcast Network Systems (Astro)
Brand: Astro Mustika
Creative Agency: Paragon
Credits: Farah Fauzana Zainul Kamar (Senior Executive), Halmy Zahari (Sponsorship Executive), M. Padmanabhan (Business Head)

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Challenge
Astro Malay subscriber base surpassed 55% penetration rate. Whilst upselling Malay content is the next big opportunity, it has been a struggle especially at semi-urban areas. How do we convert the semi-urban subscribers and get them hooked onto a program from the Mustika package, thus enticing upsell?

Solutions
Our savior was Anda-Ada-60-Saat (AA60S) game show. AA60S appeals to “Keluarga-Hadhari”, family centric, semi-urban folks who enjoy weekend shopping at malls and hypermarkets. Further insights show that personalized brand activation integrated with participation creates deeper engagement and increases the chances of conversion. Leveraging this, for the first time we took Astro studio public, catching families as they shop and giving them real live experience of AA60S at 14 hypermarket and malls in semi-urban towns.

Execution
Sandwich board girls lured shoppers and Astro homegrown personality “Raja-Lawak” (comedy king) acted as one of the POS agent engaging families with easy-to-win challenges using household products. Each of the challenge completed in 60 seconds will win attractive prizes. This created exciting atmosphere as the crowd roars to support their family members. AA60S POS display and branded MPV convoy generated curiosity amongst the weekend crowd, whilst TV promos and radio drove traffic to the venues.

Result
Real hands-on experience was so powerful in creating the engagement. Astro brand ambassadors converted 110% sales on the spot tripling Mustika’s monthly sales. We mesmerized 25,000 participants, creating excitement over 4 weekends. In Malacca, the Chief Minister surprised us with a visit to participate in the game and entertain spectators.

2011 | |

Spend with Visa Debit Card

Advertiser: Visa Worldwide Pte. Limited
Brand: Visa Debit
Creative Agency: TBWA-ISC Malaysia
Credits: Raymond Chin (Media Manager), Siew Wey Tyng (General Manager), Benny Chee (Marketing Manager, Visa Worldwide Pte. Limited), Loh Mun Yee (Group Account Director, TBWA-ISC Malaysia POS Ad Sdn Bhd)

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Challenge
Cash was the preferred method of payment in the market, especially for small purchases. Both the awareness and usage of debit card was very low in the market. The challenge was not only to increase the awareness of debit cards but also increase usage, especially for small purchases.

Solutions
Paying for items by cash is an ingrained habit in this market. To break a habit, an alternative has to be reminded at the time of payment. More often than not, cash is paid out of habit; hence it was critical to remind consumers to use debit when they were as close to the point of payment as possible. An incentive for using Visa Debit makes the appeal even stronger.

Execution
Visa partnered with Guardian, a nationwide chain of 300 pharmacy stores to brand their cash registers. Typical ticket sizes at Guardian Pharmacy stores are small and it was a perfect fit to demonstrate the convenience of paying through a Visa Debit Card. Added to the call-to-action was an incentive to enter a draw to win a grand prize of an Alza MPV for using the debit card.

Result
Consumers responded with 58,549 entries nationwide resulting in a 19% surge in the usage of Visa Debit card and 87% growth over the corresponding period of 2009. The media space thus created is a highly sought after one in the market now.

2011 | |

Downy Love In-store Scent Tester

Advertiser: Procter & Gamble
Brand: Downy Passion
Creative Agency: Trinity
Credits: Ethan Joseph (SSM-Media Planner), Siti Khasiah (SSM-Project Manager), Asreena Ramdan (SSM-Project Executive), Fred Lim (Assistant Buying Manager)

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Challenge
Downy Passion, a product innovation that infused Perfume Micro Capsules, a latest technology. Upon human contact, the product will release a nice scent. The challenge: To drive believability, win trial and conversion amongst competitive users, and recruit non-users. This will accelerate conversion of dilute to concentrated fabric softener.

Solutions
We needed to deliver a premium shopper’s experience at point of decision and the equity of “Long Lasting Freshness” through the communication context strategy of “as if wearing perfume everyday”. The “as if wearing perfume everyday” was the experience that we want the consumer to feel. We want to amplify that with Downy Passion, they will always smell not only fresh, but ‘nice’, just like wearing fine fragrances.

Execution
Bringing sensory experience to life. In-store: •Installed scent testers closest to where products were placed as attention grabber. Most purchases were made right before the purchase •Scent dispensers were installed (contained actual perfume) where consumers can test the perfume onto their clothes to experience the scent and the innovation Magazines: •Samples were distributed in fashion titles break the clutter and norm of fabric softener category. •Amplified the idea with creative advertorials

Result
•For two months, many curious shoppers tried on the scent testers to their clothes at the store. •Deeper Engagement with non-TV for ASEAN 1 / 2 •‘Final Moment Of Truth’ real experience of Downy PMC led to 73% increased in purchase.