Archives
2013 | Finalist | Best Use of Point of Sale
Advertiser: F&N Interflavine Pte. Ltd. Brand: F&F Fun Flavours Creative Agency: Bates Malaysia Credits: Universal McCann — Chew Kagee (Senior Vice President), Chai Yen Yen (Business Director), Jacinth Lum Sin Yeh (Senior Media Planner), Nikki Fok (Media Planner), Cecilia Wong (Media Buyer) / Rally — Derek Tan (Executive Director), Chew Xian Kim (Manager Community Strategy), Bryan Hoo (Senior Social Media Specialist) / F&N Interflavine Pte. Ltd. — Jenny Wong (Assistant General Manager - Marketing), Yee Pek Kuan (Brand Marketing Manager - CSD, Juice & Water), Stephanie Wong Wai Yee (Brand Manager - Juice & Water), Vanessa Lim Su Ping (Assistant Brand Manager - CSD) / Bates Malaysia — Aditya Kilpady (Strategic Planning Director), Elaine Yap (Account Director), Gavin Teoh (Senior Account Manager
Challenge
Research indicates that 85% of youth are physically present during Household shopping trips. Yet only 23% shop for beverages themselves. Grocery shopping is boring, they are reluctant tag-alongs. Add to it the in-store communication only targeted housewives! F&N needed to get their core TG’s attention in supermarkets, to prevent dropouts.
Solution
Malaysian youth are married to their mobile devices – always there, never arguing, only entertaining. It is their personal source of happiness and fun. We see them glued to their mobiles even at supermarket aisles! Milking this relationship, media agency recommended to bring augmented, gaming fun to them while at Supermarkets, integrating SOcial, LOcal and Mobile (SoLoMo), where F&N POSMs triggered an explosion of addictive, fun bubbles across their mobile devices to be blasted away.
Execution
As a first ever in Malaysia, media agency created the F&N Bubble- Blaster mobile app which uses image recognition technology to interact with F&N POSMs. All POS touchpoints in Supermarkets and even Mamaks urged them to point their mobiles at them to release an explosion of bubbles on their screens. They had fun blasting the bubbles away, sharing their scores and challenging their friends on Facebook. Grocery shopping had now become an interactive fun-filled gaming experience.
Results
In 6 weeks, campaign reached 2.23m youth in Supermarkets and Mamaks. F&N Bubble-Blaster was played 101,435 times, gaining additional 80,399 Facebook fans (126% increase). Bubble-Blaster generated huge online buzz, amassing RM3.25m in Earned media value. Spontaneous Brand Awareness grew 14.29%, Brand Likability grew 5.9%, whilst Sales increased 33% post campaign.
2013 | Finalist | Best Use of Point of Sale
Advertiser: NESTLE Products Sdn Bhd Brand: NESCAFE Dolce Gusto Creative Agency: Publicis Communications Malaysia Credits: Mindshare — Cindy Chia (Director, Client Leadership), Gilbert Vicente (Associate Director), Christine Poe (Manager), Soo Wai Ching (Senior Executive), Sheryn Fong (Executive), NESTLE Products Sdn Bhd — Christophe Wyss (Senior Brand Manager)
Challenge
It has been a year since NESCAFE Dolce Gusto (NDG) launched. The novelty of “coffee in capsules” has worn off. Initial purchasers of our coffee machines are not buying our refill capsules as often as anticipated. How do we remain top-of-mind and trigger consumers to replenish their capsules regularly?
Solution
Our affluent target audience shop in high-end supermarkets and purchase premium coffee products. They’re not price sensitive yet, they don’t purchase our coffee capsules often because they don’t drink it daily. Since they’re in no hurry to replenish, they eventually forget about our capsules. Thus, our strategy was to own the coffee category by reminding and engulfing shoppers in an unforgettable 4D in-store experience that triggers them to put our capsules into their shopping basket.
Execution
We launched a unique 4D experience across 70 premium supermarkets: DIMENSION #1 & #2: SIGHT & SOUND –Placed stand-alone booths and Barista looking promoters outside premium supermarkets to intercept shoppers. –Unique shelf displays that makes capsules very prominent. –In-store LED screens to extend the reach of TVCs. DIMENSION #3: SMELL –Each NDG machine brews a different flavour for a variety of coffee aromas. DIMENSION #4: TASTE –Shoppers can choose, sample and savour any flavour.
Results
We achieved a 40% increase in sales per month through the in-store 4D experience. In addition to triggering current users to purchase their coffee capsule, we also intrigued new customers with the experience, causing online searches to increase 10 folds during that period.
2013 | Finalist | Best Use of Point of Sale
Advertiser: PUMA Malaysia Brand: Pumo Social SS12 Creative Agency: – Credits: Zenith Malaysia — Lee Tse Yoon (Planning Director), Mandy Chan (Media Manager), Mahira Mohd Dahlan (Media Planner)
Challenge
Puma is the no. 3 brand after Nike and Adidas, and wants to catch up. The brand also needs to increase its sales, and boost engagement rate with its target audience (TG).
Solution
Puma’s new positioning, “Puma Social”, aimed to get its audience to be “social”, and wear cool attire from “Puma Social” range. We understood the target audience: Trendsetters. They are highly active on Facebook, love taking photographs, and project themselves as “cool”. To engage them, we went beyond traditional POS display, and created a unique interactive Social Photo Booth in Puma stores, installing a Facebook app. Fans could build their Dream Team through pre-created “Social Archetypes”.
Execution
In Social Photo Booth, the creator or “Captain” recruits 4 FB friends. Friends was automatically analyzed by the app, sifting through their FB conversations, and classified as one of 23 pre- built archetypes. Once completed, a photo of the group was generated by the Booth, to be shared and seen on Facebook. Each member received a special pass to the Puma Ultimate Dream Team Party and Fashion Show. Instantaneous discount vouchers boosted sales.
Results
2,160 DreamTeam photos within 4 weeks (116% above KPI) –250 downloaded redemption coupons, driving incremental 5% sales per photobooth –Reached: 1,983,800 eyeballs (Facebook) –Puma mined collected information of archetypes for marketing activities – driving behavioural targeting programs. The Puma Social Photobooth had gone beyond traditional POS display!
