Archives




2012 | |

Captain Munch Wins Shelf Battle

Advertiser: Munchy’s Food Industries Sdn Bhd
Brand: Captain Munch
Creative Agency: -
Credits: -

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Challenge
At trade level, the biscuit category is highly cluttered and mothers are rarely loyal to any biscuit brand. In their monthly purchase cycles, there are many factors that influence decisions at point-of-purchase e.g. promotions, nutritional value, etc. Against the big trade budgets of MNC competitors, how do we stand out?

Solution
There was only one way to cut-across all other decision making factors – PESTER POWER. Mothers hardly said ‘no’ when kids said ‘YES’! We knew that kids love collecting superhero cards. It is often their first personal collection so they would go all lengths to get it, especially when it comes with their favorite biscuit brand. Considering all this, packaging was the most powerful medium so we custom designed exclusive Captain Munch sticker cards!

Execution
In partnership with the popular animated series – Boboiboy, we created special edition product packs which were inserted with exclusive Captain Munch sticker cards for kids to collect! We had 15 versions of sticker-cards which featured heroic images of Captain Munch along with other beloved characters of Boboiboy in various superhero poses. This was a definite kid-magnet as kids gleefully ran to get their hands on the packs, dragging their mothers along!

Results
Captain Munch became a Superhero in kids’ hearts! The exclusive Captain Munch sticker cards boost sales by a whopping 22%. In less than 6 months, Captain Munch rose to become No. 2 in the Cookie Category. With Total Brand Awareness increased to 85%, we narrowed the gap with competitors.

2012 | |

The Blind Test Drive

Advertiser: PROTON Edar Sdn Bhd
Brand: Exora
Creative Agency: -
Credits: -

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Challenge
Exora is a great family MPV, having won several accolades and industry awards. However Consumer were not convinced that Exora is a safe MPV for the family compared to the top brands. It had most of the features of the premium cars and we were challenged to dispel the myth.

Solution
It was very clear that rolling out a new ATL campaign would be a losing proposition. We had to drastically change the way we speak to the potential owners and we needed to do it right at the moment of truth, the test drive. Every brand gives a test drive, we decided to be RADICALLY DIFFERENT and surprise our potentials with a BLIND TEST DRIVE. An experience which they would surely share with their friends.

Execution
With high sign-ups through the microsite we conducted the event in Klang Valley, which was then carried to Penang, Melaka and Kuala Terengganu. The participants fruitful experience was featured in the microsite together with Exora’s infomations. With the pleasant experience during the radically different test- drive session which encompasses the surprise blindfold test drive, the participants became Exora’s advocates through their social networks. The buzz was unprecedented as this test-drive took the nation by storm.

Results
The campaign website had more than 809,415 page views with the average dwell time of 3 MINUTES PLUS 43,000 LIKES was garnered on Facebook. While the industry sales declined 3.8% for the MPV category, Exora SALES INCREASED BY A WHOPPING 6%.

2013 | |

Bringing back the joy to KFC’s Point of Serve

Advertiser: QSR Brands (M) Holdings Sdn Bhd
Brand: KFC Malaysia
Creative Agency: BBDO (M) Sdn Bhd
Credits: Universal McCann — Rina Low (Business Director), Velda Kon (Associate Director), Lavend Ng (Senior Media Planner), Way Chooi Yee (Media Planner), Alina Tan (Media Buyer), Derek Tan (Executive Director), Yvonne Lau (Communication Strategist Manager), Angelyn Soh (Social Media Specialist) / QSR Brands (M) Holdings Sdn Bhd — Kelvin Hong (General Manager), Connie Liau (Senior Marketing Manager), Erica Tan (Marketing Executive), Sharel Samat (Marketing Executive) / Astro Radio Sdn Bhd — Sukhbir Sidhu (Associate Radio Sales)


Challenge
It was a gloomy start for KFC. The infamous I-City incident caught the country by storm when one server assaulted a customer. The debacle spread like wildfire. Overnight, KFC was infested with severe negative sentiment and became Malaysia’s hotly debated topic of the year. KFC’s POS needed a refresh!

Solution
To reinstate the confidence in KFC we needed to re-connect with consumers and change current perception of KFC servers. We knew that POSMs like posters/standees will not cut ice, but something drastically innovative at the KFC- POS counters was necessary to bring the love back. Media agency recommended to turn point-of-sale into point-of-endorsement, by deploying people’s favourite radio DJs as the new KFC Frontliners serving and interacting with customers and families for the first time ever.

Execution
Every 5 weeks we worked with Malaysia’s 10 most sought after DJs from top 3 stations, who worked tirelessly with KFC servers across major KFC outlets nationwide. On air, they assumed the role of a DJ and broadcasted live, the chronicles of well-rounded frontliner, juggling speed and importance of rendering good service. Seeing them at the counter and then hearing them on radio talk about being a server changed the face of a KFC server!

Results
KFC turned crisis into opportunity. Sales +19.8%, transaction +15.4% and 0 cannibalization, pushing visit share increased by 2x in Q2 2012. ‘Staff are friendly’ improvement of 71.4% vs our closest competitor. The place attribute around ‘Warm and welcoming’ improved by 100% vs our closest competitor.

2013 | |

Dutch Lady’s Happy Hour at Point of Surprise

Advertiser: Dutch Lady Milk Industries
Brand: Dutch Lady Pasteurised Milk
Creative Agency: Universal McCann
Credits: Universal Mccann — Ramakrishnan C.N. (Vice President), Chinar Joshi (Integrated Experience Designer), Goh Soo Mei (Associate Director), Cathryn Pak (Assistant Manager), Olivia Lee (Senior Media Planner), Stephanie Chin (Director Of Operations), Lim Nian Shan (Assistant Buying Manager), Chow Lee Kheng (Senior Buyer & Implementation) / Dutch Lady Milk Industries — Anja Henze (Marketing Director), Ramjeet Kaur Virik (Marketing Manager), Ho Hui Hui (Brand Manager), Ho Phaik Li (Head Of Marketing Services), Tai Chip Hui (Media Manager)


Challenge
Malaysians consume an average of 1.4 glasses of milk weekly, with low consumption levels, and increasing competition from the likes of cultured milk, yogurt, soft drinks and fruit juice. With the general perception of milk being boring the challenge was in getting into shoppers’ cart in any way possible.

Solution
Media agency recommended shifting the battle out of cluttered dairy aisle, to the ‘waiting zone’ at Hypermarkets. With an average 12 minutes waiting time on weekends, at checkout counters, where they are checking off the checklist in their minds. ‘Happy Hours’ trigger positive associations towards special bargains. Media agency recommended launching ‘Dutch Lady Milk Happy Hours’ where shoppers are entertained and tempted to buy milk at a bargain right before checking out.

Execution
Partnering with Mydin during shopping hours every weekend, we conducted ‘Happy Hours’ near the checkout counter. First a giant sandwich man surprised waiting shoppers, followed by a man with loudspeaker announcing the ‘Happy Hour’ in his funny pitch, finally a man carrying an icebox containing DL pasteurised milk, came to close the deal. Shoppers who bought DL products during the Happy hour won prizes, either in form of DL premiums or Mydin vouchers.

Results
With a miniscule paid media, Dutch Lady Happy Hour successfully converted ‘wait zone’ to ‘fun zone’ for more than 1.065 Million shoppers. In a short span of a month, brand shares rose by an impressive 0.94 points! 1 month sales value increased by a whopping 7.7%.

2013 | |

Mr Van Laack Hits on The Patron Of BSC

Advertiser: Jubilant Models Sdn Bhd
Brand: Van Laack
Creative Agency: Zed Digital
Credits: Zenith Malaysia — Yanti Nading (Senior Director, Content), Michelle Lye (Senior Designer), Michelle Chong (Copywriter), Ivan Low (Project Manager), Fatin Shakira (Social Media Manager), Syikin Radzak (Senior Digital Executive), Sandeep Mark Joseph (Head Of Digital)


Challenge
Van Laack is a Luxury German brand offering fine quality shirts. Its flagship store is located at BSC (Bangsar Shopping Centre). BSC is full of affluent patrons who are scattered throughout the mall. With a low budget, how can Van Laack capture their attention and funnel them to the store?

Solution
BSC is a sought-after location for many luxury brands wanting to reach its affluent patrons. BSC’s advertising space is limited to the typical: bunting, standee, TV screens and exhibition space. Typical advertising is becoming blind spot. We needed to stand out of the clutter. Our solution: 3-in-one POS activation that followed the consumers’ journey and captured their attention at various points: 1) Valet Service, 2) within the mall and leading them to 3) the store.

Execution
At valet service: Invitations and vouchers handed to drivers of German cars. –Within BSC: Three models in van Laack S, M, L shirt walked around BSC chatting patrons up, giving goodies and vouchers inviting them to the store. –Within van Laack’s window display: we ran a Live Mannequin Show showcasing the versatility of Van Laack’s clothing. Two still mannequins were replaced with two models who acted out 3 typical scenarios of two active city-folks.

Results
The store’s footfalls increased by 200% – Campaign generated RM59,682 worth of earned media from unsolicited blog postings and social sharing – Media ROI of 14.70 – The usually-passive BSC crowd watched and took photos. Van Laack received more attention than ever!