Archives




2017 | |

Laser Precision Anxiety-Targeting Technology

Advertiser: Vinda Group
Brand: Drypers
Creative Agency: -
Credits: -

The Challenge
Drypers targets a very sensitive segment- MOTHERS. Brand had moved its CRM from offline to online, and needed to recruit more online members. Satisfied mothers can boost repeat purchase, hence quality of program recruits was essential. While there are many media offerings targeting Moms, none are laser precise.

Insight, Strategy and the Idea
Pregnancy is an emotional journey, and Moms constantly feel anxious from pre-planning, to post birth. Throughout, Moms stay in close contact with their gynaecologists and their paediatrician. How do we use this insight to our advantage? The Agency negotiated first of its kind partnership with a Telco with 100% accuracy in targeting! Partnering with Celcom we used a revolutionary Audience Intelligence Technology to precisely target and reassure anxious Moms right after they have made a phone call to their gynaecologist, or paediatrician. Format was SMS because it was the least cluttered form of advertising, and can reach both users on data & Wi-Fi. Messaging was warm, offering Moms reward point system for every (diaper) investment they made.

Media Execution
Since SMS allows bullseye precision, we segmented anxious Moms in three layers and sent customised messages using the technology: Demographic classification: Mom’s age, their race, child’s age. Data and information gathered are later used for our e-CRM purposes. Geographical classification: Frequency distribution covering Urban and Rural. Agency shortlisted 360 gynaecologist and paediatrician numbers, all with the shortest distance to Drypers’ sales outlets. Language Classification: We sent SMS personalized in Bahasa to Malay Moms and English to other race, to boost conversions. Need classification: Messages mapping Mom’s needs: Those calling gynaecologists, received convenience-centric messages and those calling paediatricians got kid-centric message.

Results and Effectiveness
• 1,500 Moms recruited in just 6 days; 90% above target. • Online members’ Cost of Acquisition below RM5.00. • 11% increase in members’ retention rate • Contributed to Drypers’ # 1 sales position in 2016 beating competition, as Moms repeat purchase increased.

2017 | |

Go Shop Goes Viral with Artificial Intelligence

Advertiser: Astro GS Shop Sdn Bhd (1081077-X)
Brand: Go Shop
Creative Agency: -
Credits: -

The Challenge
GoShop wants to effectively transition its positioning from a TV shopping brand to an online shopping destination. To cut through the clutter, GoShop wants to highlight its differentiator: the power of a product demo. To maintain its relevance and refreshing image, GoShop must efficiently create relevant videos daily in high volume.

Insight, Strategy and the Idea
Insights: Online video consumption in Malaysia has skyrocketed to 200 videos per month. Brands are usually unable to keep up with this pace, primarily due the turnaround time and cost associated with creating real-time, topical and adaptive videos. Strategy: To relevantly showcase the power of a product demo, we tapped into consumer viewing behaviour and created product demo videos leveraging daily trends. To overcome turnaround and cost challenges of producing videos, we used artificial intelligence technology to automatically create a video by merging real-time intelligence of trends with GoShop products, enabling high volume video production on a real-time basis. Idea: To strongly position GoShop as an online video commerce brand, we produced one video per day during the campaign period to maximise our SOV and ensure consumers notice our differentiators.

Media Execution
To produce relevant videos in high-volume, an intelligence machine tapped into daily trends and identified the most popular trends. Using artificial intelligence, videos were created on a real-time basis by marrying daily hot trends with relevant products available on GoShop. For example, if the intelligence machine identified cooking as a daily hot trend amongst users, it would create a video with a recipe showcasing products available on GoShop. These videos are further strategically distributed across social media and online platforms.

Results and Effectiveness
• Growth of viewership on FB page: 10 times higher than TVCs • 3 times higher engagement rate and 4 times higher interaction rates then benchmarks? • VTR: 20% higher than benchmarks? • eCPOs of these videos were 2.3 times lower than benchmarks?

2017 | |

Fresh new technology, fresh new campaign

Advertiser: QSR Brands (M) Holdings
Brand: KFC
Creative Agency: -
Credits: -

The Challenge
Whilst wraps is new-age, KFC has never stood for wraps amongst millennials. While they try not to judge a book by it’s cover, they inevitably are judging the taste by it’s bland looking tortilla wrap. We had to find a way to sell taste and ingredients by showcasing ‘that’s inside’ the tortilla wrap!

Insight, Strategy and the Idea
In the age of Big Data, KFC needs to be seen within technological space if we want to catapult KFC into the millennial space. Our strategy is to increase time spent using technology to ensure maximum engagement. GlobalWebIndex research show that millenials spends most of their time on social media, watching videos and playing games so naturally we combined all 3 activities into 1 big idea. We created Malaysia’s first-ever Facebook live gameshow responding to the power of the new platform.

Media Execution
Using FB comments, viewers are able to control-a-celebrity by instructing the blindfolded celebrity to do as told. Viewer(s) with comment that immediately leads the celebrity to break the Pinata wins! We selected up and coming quirky personalities that millenials engage with namely Elizabeth Tan, Izara Aishah and Reuben Kang to unveil KFC wrap. Days before the first gameshow, social media covered the details of participation and created huge awareness around the event. To make it more engaging, we even held polls to decide what was the weapon of choice for the celebrities. All ad elements of the campaign were pushed out live to reflect consumers’ choice!

Results and Effectiveness
Teens TOM increased 15%! Over 8,000 Instructions were submitted to our helpless celebrities before the first pinata was broken!The campaign delivered 7x more than the targeted deliverables. Facebook live videos also garnered more than 119,500 views organically. We also achieved the highest teens visitation to store after 4 quarters since Q3-2015. ‘FunBrand’ increased by 11% vs last quarter.

2017 | |

Rojak 360° – Telling Malaysian tales the 360° way

Advertiser: Maxis Communications
Brand: Maxis
Creative Agency: -
Credits: -

The Challenge
“Merdeka!”, the signature cry of Malaysia’s independence. Sadly, the spirit of Merdeka seems to be fading as Malaysia faces racial division like never before. Maxis, a homegrown brand, made it its mission to drive Positive Change by celebrating diversity amongst Malaysians with the Internet.

Insight, Strategy and the Idea
In reality, Malaysia is strong because of its mixed cultures. Cultural diversity is ingrained in us. We even have a term for it; “Rojak”, when different things or people are mixed together. “Rojak” in the language we use, the food we eat, the friends we make. Last Merdeka, we reminded Malaysians of our “Rojak”ness, and let them EXPERIENCE what it truly meant to ‘put yourself in others shoes’. We created Rojak360°- Malaysia’s first 360° film series of uniquely Malaysian stories, designed to allow viewers an immersive experience of being Malaysian, ‘in every degree’ with the Internet.

Media Execution
We partnered with Malaysia’s No.1 content provider YouTube, and five homegrown award-winning storytellers, and broadcasted Rojak360° films through YouTube’s 360° immersive video-on-mobile platform. By just moving their phones, we allowed viewers an immersive experience of being Malaysian, from different perspectives! Each story reminded Malaysians the importance of sticking together. For example, ‘RojakCowCow’ is a story where neighbours of different ethnicities rally to bring alive a home blessing ceremony that almost didn’t happen. Rather than just screening to audiences in cinema halls, Rojak360° also reached 15million Malaysian mobile screens on launch day through YouTube Masthead. Whilst the movie trailers were screened via 360° banner ads ran across display and social platforms, a first in Malaysia.

Results and Effectiveness
Rojak360° films cumulated +16.3million minutes viewed with an impressive average 48% view through (industry average 30%). +82.2million impressions, +4.18million views, and +RM3.98million earned media value. Maxis ‘Innovative Brand’ scores +20% whilst ‘Best for Mobile Data’ +10%. The best testaments? Heart-warming comments “Love this. Brings out the Malaysian in me!”.

2017 | |

#MAYBANKJOMRAYA ,LET’S NOT GO KARAOKE THIS RAYA- WE GIVE YOU POCKET KARAOKE!

Advertiser: MALAYAN BANKING BERHAD
Brand: MAYBANK
Creative Agency: -
Credits: -

The Challenge
Most brands had a TVC for Raya and others would send a congratulatory press ad.If Maybank did that their perception of old, and clichéd would only strengthen.

Insight, Strategy and the Idea
Malaysians Love Music & Raya celebrations are not complete without music. Furthermore, Malaysians absolutely love Karaoke and it is considered to be the best form of celebrations. On the other hand,Malaysians had been simulated by technology “Gadgets and Mobile phones”. The agency suggested to give a brand new Raya anthem and make it part of the pop culture by fusing Raya music with tech. The biggest breakthrough came when we discovered that 2.5 million Malaysians were using SMULE – a karaoke Mobile app but no Malaysian brand had used this technology. We negotiated the first ever Smule collaboration by a Malaysian brand and centered our campaign on this revolutionary app. Instead of Malaysians going to Karaoke, we brought Karaoke to their pockets.

Media Execution
First step was to create a music video (Smule style) followed by encouraging people to make their renditions by uploading-1 version and the lyrics on the SMULE app. We used Maybank’s entire management to make their own versions and populated the song across Social media (YouTube, Facebook, and Instagram). To excite the Malay-nialspopular KOLs Hafiz Hammiudin ,Tasha Manshahar, and Aisyaah Aziz submitted their Smulerenditions. In no time entire Malaysia (not just Malays) was singing to #MaybankJomRayaon real time basis, using Smule. Since Raya is about sharing happiness we incentivised those who submitted their smule videos.

Results and Effectiveness
• 2443 Malaysians sang along to #MaybankJomRaya • 1,525,859 engagements • 2.5 Million views ,completion rate 37.94% • Engagement rate of 7.28% • Celebrity renditions views 600,000+. • Free PR worth more than RM 3MN, the campaign was covered by all key portals including Fuyooh, Oh Media, etc. • Maybank’s association as a Digital Bank of choice +32%