Archives
2015 | Silver | Best Use of Television / Cinema Screen
Advertiser: Mondelez Malaysia Brand: Cadbury Dairy Milk Creative Agency: Carat Media Services (M) Sdn Bhd Credits: -
The Challenge
‘Jihad’ was declared against Cadbury. Unverified reports from the Ministry of Health (MOH) claimed that 2 variants contained porcine DNA. It was false, but the mistake is already hurting Cadbury. We had to avert an imminent ‘war’.
The Solution – Insight & Idea
Deeply-rooted intelligence from the target’s camp was needed. We found out that the Malay population trust everything that JAKIM and MOH say about Muslim-related affairs, especially those reported in the news. Our strategy was to clear the issue with the media first and make them our voice. By presenting Cadbury’s innocence in the media, we rallied them to pressure JAKIM into releasing an official statement to clear Cadbury’s name. That statement is Cadbury’s saving grace, and it has to reach the most Malays in one day. In all these, only JAKIM and the media should be seen as the working authorities; Cadbury needs to take a backseat. How did we turn ‘Jihad’ into joy within 24 hours?
The Execution
This is the chronology of how we averted ‘war’: 18.11.14, 17:00 hrs JAKIM releases statement. 18.11.14, 18:00 hrs Statement was treated as breaking news across high- reaching primetime news (TV3-BuletinUtama, NTV7-7Edition, 8TV- 8TV Mandarin News, TV-Berita TV9). 19.11.14 – 20.11.14 Cadbury’s Corporate Affairs appeared on wide- reaching Malaysia HariIni and Astro Awani. Cadbury’s commitment to Halal & hygiene standards was carefully stressed. 21.11.14 Onwards Wanita HariIni extended discussion, inviting a religious leader and 2 celebrity mothers. JAKIM issued TV announcements encouraging the public to access the official statement on JAKIM’s website. Overall, media execution was optimised to reach extremely high levels of awareness and exposure of JAKIM’s statement.
The Results
Crisis successfully averted! Cadbury sales went up 50% by December 2014 to pre-crisis levels. Brand consideration almost back to pre-crisis levels (MilwardBrown). Total TV coverage reached approximately 13.6 million Malays.
2015 | Finalist | Best Use of Television / Cinema Screen
Advertiser: Danone Dumex (M) Sdn Bhd Brand: Dumex Dugro Creative Agency: OMD (M) Sdn Bhd Credits: -
The Challenge
Following a precautionary product recall, Dugro saw a drop in top-of-mind recall, market share and quality of perception. To reverse the decline we had to win back trust and reaffirm Dugro’s status as a popular brand. Dugro decided to use emotional ground to reconnect with both mothers and their children.
The Solution – Insight & Idea
Our research revealed that mothers are inherently proud of their children, but tend to underestimate their abilities and talents. Hence every time their child does something extraordinary, they are both surprised and delighted. Fueled by the brand’s promise of well- rounded development and its proposition of ‘So Much More’, we gave parents the chance to see ‘how much more’ their children could really be! Activation allows people to experience a brand differently. Dugro’s brand behavior being big, inspirational and enabling, led us to this big idea: DugroStar – A Nationwide Performing Arts Contest for Children The competition invited parents to showcase their child’s talents in singing, dancing and music either as a soloist or in a group, to take home fantastic prizes.
The Execution
Emotion plays a powerful and effective role on TV, inspiring and encouraging participation. TV offers 70% viewership, providing mass reach and immediate coverage. DugroStar campaign documented the journey of a star-in-the-making through 3x 15-sec commercials. Amidst high share-of-voice/spend by competition, we ensured prominence by running a 15-week campaign. Research showed continuous presence maintains brand- linked memories better than pulsed or flighted, avoiding off- air periods and thereby reducing decay. With two-thirds of our audience being stay-at-home moms, fringe-time buy was adopted to drive awareness of DugroStar.
The Results
The campaign was success:
1) 1.9 million mothers/82% of the total target audience reached
2) Over 6,800 registrations and performance videos
3) Reversed Dugro’s decline by stabilising its market share
4) Improved the Top-of- Mind scores for Dugro by 11%.
2015 | Gold | Best Use of Television / Cinema Screen
Advertiser: Wipro Unza (M) Sdn Bhd Brand: Enchanteur Paris (Teen) Creative Agency: Carat Media Services (M) Sdn Bhd Credits: -
The Challenge
Enchanteur wants to appeal to the teens and young adults with the launch of EnchanteurParis (Teens) EDT (EPT). However, Enchanteur is perceived as a brand “for my mother” that mere mention connotes old & dated. We want to increase trial for EPT and refresh the youth’s perception.
The Solution – Insight & Idea
Standard sampling methods are too ‘in your face’ for the youth. We needed to engage them cost effectively without chasing them away. Keeping cost at a minimum, we needed to subtly enchant them all at once. Girls present their best selves when they are out on dates. Agency saw this and recommended enchanting girls when they go on dates— where things need to be perfect. Among dating places, cinema is special because couples are physically closer than usual. Malaysia’s first ever ‘scentvertising’ at the cinemas was born! Why cinema? Because the place creates a romantic mood for couples and the air is still, allowing EPT perfume to permeate, making the sensorial experience reaches its most effective level.
The Execution
Partnering with TGV cinema, EPT’s ad ran, but with a twist. There was a scene when a young lady sprays EPT, and at that precise moment, a series of sound-activated diffusers released the scent inside the cinema hall. It was a stirring moment of sampling never been done before. The ad ended with a call-to-action to redeem samples online. Instead of normal sampling, this execution reached a captive audience precisely when they were in the right: frame of mind, mood, and time.
The Results
First in Malaysia innovative sampling technique, reaching approximately 157,000 couples despite a small budget of just RM48,000! It drove conversion excellently! Registered sales index growth of 146 in 2014 versus 100 during the same period in 2013. “Scentsational Scentvertising” drove Enchanteur’s popularity on Facebook: talkability increased 60%, and fan base grew 600% post campaign.
2015 | Bronze | Best Use of Television / Cinema Screen
Advertiser: Procter & Gamble Brand: SK-II Creative Agency: Mediacompete Sdn Bhd Credits: -
The Challenge
SK-II has a strong presence in the premium skincare segment yet differentiation continues to be a challenge and has affected the brand’s performance in an already competitive category.
The Solution – Insight & Idea
No woman wants to reveal her age unless she looks younger than she actually is. Age is put on defense rather than a badge to wear. SK-II launched the Magic Ring Test with a proprietary device to determine a woman’s skin age. Our strategy was to demonstrate that Skin Age can be measured and thus, SK-II’s effects can be quantified. ROCK YOUR AGE: The idea is to inspire women to be proud of their skin and age while highlighting SK- II’s key ingredient, Pitera, that can make one’s skin age younger.
The Execution
We dared to ask the most awkward question ever put on TV: HOW OLD ARE YOU? And who best to ask than the very women our target sees on-screen everyday! We interrupted hosts while on set of their shows: ASTRO AEC Evening Edition frontliner, Yuen Yuen and AXN EBuzz host, Jamie Ong whose reactions to the question were caught on tape. We then strategically aired their caught-on-tape reactions right after the commercial breaks of their shows for direct association. We then led consumers to the site where they could learn about skin age, reinforcing SK-II as the only product that can reverse skin age in a month! Weeks later, YuenYuen and Jamie, now SK-II users, were asked the same question and revealed their age but proudly declared their younger skin age calling for women to ROCK THEIR AGE.
The Results
We saw the highest month-on-month increase in new users outside of festive periods. Penetration of key product, Facial Treatment Essence, was highest ever over P6M, which helped to arrest the decline and increase the basket size per purchase.
2015 | Finalist | Best Use of Television / Cinema Screen
Advertiser: Permanis Sandilands Brand: Tropicana Creative Agency: Carat Media Services (M) Sdn Bhd Credits: -
The Challenge
Tropicana, the world and Malaysia’s #1 juice brand, is experiencing sales decline in 2014 and competitors are challenging its juice credentials. This is how it reversed the decline by increasing consumption occasion, and juicing up its image.
The Solution – Insight & Idea
Research showed that 65% of Tropicana’s audiences are glued to the television daily, many of them Astro loyalists. With two of the biggest festive periods already over, there are no major consumption occasions to leverage on. To demonstrate Tropicana’s dominance as the market leader, we thought: why not we create our own festival? The idea: painting the town orange with TROPICANAFESTIVAL—a celebration to show the leadership of Tropicana, and amplifying its credentials as the juice authority.
The Execution
To amplify TropicanaFestival, agency recommended dominating Astro with a series of executions across their channels. Branded skin was created in Malay and English channels to push awareness on TropicanaFestival. For maximum impact branded skin only happened in wide- reaching, target-relevant channels in Ria, Prima, Warna, AXN, KIX & Diva. The campaign was supported by massive logo bugs all over Astro high ratings channels and primetime programs to ensure we paint the town orange! We garnered exclusive news coverage from Awani to extend reach. Astro turning into Tropicana orange became news that no other competitors have previously done.
The Results
Tropicana Festival in September resonated well with consumers as a juice “Octoberfest”. Modern trade, a key distribution point, saw massive growth of 40% vs the same period 2013! Campaign garnered RM2.8 million PR value in both print and TV, and 200% more talkability on social media despite investments of only RM450, 000. Tropicana Festival served as a springboard for Tropicana Twister to further strengthen its number 1 status in Malaysia, just as it is in the world.
