Archives




2011 | |

Partnering with BBC to Showcase Axiata’s contribution in “Advancing Asia”

Advertiser: AXIATA Group Bhd
Brand: AXIATA
Creative Agency: M&C Saatchi
Credits: Chan Yuet Wah (Senior Planning Director), Shoniya Nair (Media Planner), Belinda Chin (Media Manager)

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Challenge
AXIATA a regional corporate brand has awareness amongst the investing community. However, it lacks the brand affinity and understanding of what the brand stands for. Our challenge was to find a solution to enhance our unique brand proposition of Advancing Asia via our brand pillars of Connectivity, Technology and Talent.

Solutions
AXIATA and its subsidiaries, have always believed in advancing the lives of the communities in its Asia footprint. And have always embarked on compelling corporate community projects. In driving home AXIATA’s proposition of Advancing Asia, relevant communities projects were developed into AXIATA’s brand stories that reflected our brand pillars. And together with the right media partner, these best stories were created and encapsulated into compelling vignettes that best reflect AXIATA at its heart.

Execution
To drive this project regionally, we partnered with BBC Channel for its high viewership across the region. Together with AXIATA and BBC, we travelled to AXIATA’s countries to film these corporate projects and most importantly the communities and the people that it has benefitted and enriched. And these stories were subsequently delivered into compelling and emotional Brand Stories that encapsulates AXIATA’s brand pillars and aired across the Asia region via BBC TV and BBC.com

Result
AXIATA’s Brand Evaluation numbers have shown positive improvement for Emotional Values figures of “Advancing Asia”, setting the brand for a boost in terms of brand understanding. The vignettes have also been further adapted to run locally onMalaysia TV to anchor AXIATA’s stronghold in home country.

2011 | |

“AXE-Rated” Breaking News Wins Over Conservative Malays

Advertiser: Unilever
Brand: Axe
Creative Agency: -
Credits: Shankar Rajagopal (Director, Client Leadership), Anne Leow (Associate Director), Cheng Lin Nah/ Looi Yew Mun (Manager), Suveea Jinadasa (Senior Executive), Thang Mei San/Allen Phang/ Ng Kok Yean (Executive)

Challenge
Axe, known globally, is a late entrant into the competitive deodorant category. It had to appeal to young but conservative Malay males, without using its overtly-suggestive global communication. Global brand managers said : No “sex-y” image = No Axe. Can Axe be a success in Malaysia?

Solutions
Young males always have one thing on their mind – Girls! They try all methods to attract them but lack confidence. Getting girls’ phone numbers is considered by Malaysian men as most difficult. Axe established an emotional connection by telling them Axe could make them smell so irresistible that girls would not control themselves from giving their numbers. Communication focus on “getting the number” helped Axe remain within the boundaries of societal permissiveness.

Execution
We swamped the market with a range of activities centered on a customized local number “010-2253344” “Confessions” videos of girls giving their “number” to great-smelling guys were viral-ed online. For mass reach, we created “Axe Breaking News” aired every hour on prime-time TV3, where the newscaster spoke about the “Axe Effect” spreading all across town. More “Axe-citement” was generated when the newscaster herself succumbed to the “Axe Effect” by giving out her number on air!

Result
Resounding Success!!! Axe achieves year-end share target by August, became 3rd largest in category “Axe Breaking News” reached 28% of young Malaysian males in one single day Two-third Malaysian males aware of Axe in launch month Built image on “Makes you feel attractive to others”.

2011 | |

Staying Awake with Brand’s this Chinese New Year

Advertiser: Cerebos (M) Sdn Bhd
Brand: BRAND’S Essence of Chicken
Creative Agency: -
Credits: Chai Yen Yen (Associate Director), Yaw Sook Yin (Media Manager), Hanim Mazam (Senior Media Planner), Farriz Yousof/Chow Lee Kheng (Senior Buyer), Carmen Liew (Marketing Manager, Cerebos [M] Sdn Bhd), Melissa Tan (Product Group Manager, Cerebos [M] Sdn Bhd), Chan Sue Harn (Asst. Manager, Client Service Group, Media Prima Bhd)

Challenge
Every year thousands of brands try to ride the CNY bandwagon, but they often disregard how their product is relevant to CNY occasion, creating humongous me-too clutter. BRAND’S Essence of Chicken wanted to break through the clutter by bringing its own meaning and relevance to CNY for their youth target.

Solutions
BEC stood for “Staying Alert”. Every CNY, millions of Chinese would stay awake all night in a timeless tradition called “Shou Sui” – to bring long & prosperous lives to their parents. Despite best intentions, it was difficult to stay alert – a perfect relevance for BEC. Most Chinese grew with mums giving them BEC for their well-being, on CNY, children ‘paid back’ by taking it for Parents’ well-being. We decided to own “Shou Sui”.

Execution
BEC’s target was youth, so we developed a music video to tell our story. It was aired for entire CNY month on 8TV, Malaysia’s top Chinese station. We also developed a special “Shou Sui” segment on ’8TV All Stars CNY Special’, where celebrities brought out the meaning & fun experience of Shou Sui, with seamless integration of BEC as their aid in staying alert. The youth icons from video greeted CNY on behalf of BEC.

Result
A total of 3.3 million Chinese youths were reached with FREE airtime worth 1 million. BEC achieved record breaking sales of 15% increase from the previous year.

2011 | |

Inspiring 2 Million Chinese with the Feast of Good Luck and Prosperity

Advertiser: Nestle Products Sdn Bhd
Brand: MAGGI
Creative Agency: Ogilvy
Credits: Mindy Chai (Executive), Yvonne Tan (Senior Executive), Audrey Low (Associate Director), Cindy Chia (Director, Client Leadership), Nestle Products Sdn Bhd, Astro

Challenge
Winning over the Chinese is a key challenge for MAGGI Stocks and Sauces because when it comes to cooking, Chinese consumers prefer to go for ‘authentic’ Chinese brands. Our task was to get MAGGI Stocks and Sauces to win the hearts and minds of the Chinese community.

Solutions
The Chinese community holds high respect for established Chinese chefs whose food is regarded as the epitome of Chinese cuisine. With this knowledge, we created a series of 60- second cooking mini-sodes in collaboration with renowned Chef Sun from Tai Thong, the largest Chinese restaurant chain. The broadcast was strategically scheduled before Chinese New Year (CNY) period, when the best and most authentic Chinese dishes are cooked and served to families, relatives and friends.

Execution
We flooded top Astro Chinese Channels with our cooking mini-sodes titled, “Feast of Good Luck and Prosperity”. At the height of CNY preparation and celebration, we further delighted our consumers with eight auspicious CNY recipes, aided by MAGGI products. It was loud and clear that MAGGI products are trusted by credible Chinese chefs to cook authentic CNY dishes, leaving no room of doubt for the chefs at home!

Result
During the campaign period, MAGGI’s penetration amongst Chinese increased by 5% (Kantar consumer panel). Top-of-mind awareness also rose by 20% against Chinese (Millward Brown). Our 60-second cooking mini-sodes reached 2 million Chinese consumers, making it 20% more cost-effective than the average 30-second spot buy.

2011 | |

Cut Through For Contour Glass Value Meal Promotion With HD TV World Cup Match Viewing

Advertiser: Golden Arches Restaurant Sdn Bhd
Brand: McDonald’s
Creative Agency: Leo Burnett
Credits: Margaret Lim (General Manager), Jennifer Yean (Business Director), Kelly Liow (Planner), Mandy Law (Senior Buyer), Melati Abdul Hai (Head of Marketing, McDonald’s), Kelly Chan (Senior Marketing Manager, McDonald’s), Eugene Lee (Senior Marketing Officer, McDonald’s), Kenneth Teo (Vice President, Measat Broadcast Network Systems Sdn Bhd)

Challenge
To encourage sales of Value Meals during McDonald’s fifth World Cup sponsorship, collectible Coke World Cup Contour glasses were being offered, 6 designs, a new design each week. Getting people to know about the promotion, however, was difficult with numerous World Cup sponsors and guerilla hijackers vying for consumer attention.

Solutions
Instead of just using television as a medium to communicate the promotion, McDonald’s decided to make TV part of the message, and offer its restaurants as venues where the public can enjoy a unique experience of World Cup matches in high definition. This draws attention and traffic to their restaurants, and consequently drives sales of Coke Contour Glass Value Meal.

Execution
Instead of just using television as a medium to communicate the promotion, McDonald’s decided to make TV part of the message, and offer its restaurants as venues where the public can enjoy a unique experience of World Cup matches in high definition. This draws attention and traffic to their restaurants, and consequently drives sales of Coke Contour Glass Value Meal.

Result
Sales surpassed targets, and exceeded 2009 sales by 10%. Glasses were sold out before the end of the campaign period. Sales surge everytime a new glass design was advertised. McDonald’s collectible Coke World Cup Contour glasses were auctioned on ebay.com.my at three times the price of the Value Meal.