Archives




2019 | |

Are You In Sync With World Cup ? Tiger’s Got Your Back!

Advertiser: Tiger
Brand: Tiger
Creative Agency: -
Credits: -

The Challenges
Tiger Beer needs to constantly reinforce its brand equity among beer drinkers who have an array of great brands to choose from. Media’s imperative was also to raise topofmind awareness in a dark market with limited media opportunity.-

Insight, Strategy and the Idea
World Cup 2018 presented the perfect opportunity to dial up Tiger’s brand equity in new and interesting ways. However, the biggest viewing medium TV was out of our reach. Knowing that 86% of sports fans use another device while watching TV, while 40% are likely to interact with the content of the TV show while second screening, and 48% are on social media apps while watching sports content, through TVMobile Live Sync technology, we found a clever way to own live nailbiting football moments on TV.

Media Execution
Live moments like goals, penalties, fouls, freekicks, halftime were synchronized with realtime digital bursts on Facebook, Instagram and video platforms. Within a few seconds of witnessing world cup’s most iconic moments on TV, people were greeted by cheeky Tiger ads. These messages were customized to moments when people got on their devices to share about it. All 64 live matches were tagged with this live mobile sync. It also included competitor drinking outlets where patrons were served with our customized promotional ads, which prompted them to Tiger instead of competitor outlets.

Results and Effectiveness
• We achieved 57% of overall absolute campaign reach with Facebook recording the highest at 46% followed by mobile at 26% and social content at 16%.
• The campaign started with recall rate of 2.9% and hit a high of 6.2%. (Normal FB & IG ad recall rate is between 3% to 5% points)
• The geo targeted messaging drove 272 footfalls into Tiger beer outlets.
• Overall, campaign achieved 21% additional impressions at a more cost effective CPM. All these created excitement and buzz around Tiger as a dynamic beer brand.

2019 | |

The Only Everything’s Better with the KFC Golden Egg Crunch – even Ad Breaks

Advertiser: QSR Stores Sdn Bhd
Brand: KFC
Creative Agency: -
Credits: -

The Challenges
Come 2018 Chinese New Year (CNY), KFC launched its very own salted egg yolk infused chicken, the Golden Egg Crunch (GEC). However, we were just one among 24 food brands riding the salted egg wave. We set out with the ambitious goal to sell out GEC in 8 weeks in the middle of the most cluttered season.

Insight, Strategy and the Idea
A sellout goal demanded an unapologetically high TOM, which meant investing in TV. However, CNY is the season when the fast food category goes ballistic on media. 2017 recorded +377% increase in ad spends! We chose to ‘Outsmart and not Outspend’. Aha: 87% of TV viewers browse their devices as they watch TV. What if we used technology to bridge digital and TV & create a simultaneous experience? What if we delivered a brand message on digital that is connected to what’s playing on TV at the same time? Idea: Cross screen hijack done right, with the right content!

Media Execution
1. We predicted 20 ads that would be popular, by econometrically modeling 10 years of CNY commercials and understanding patterns on budgeting, reach and social conversations.
2. We singled out the memorable part of each of the 20 ads via an algorithm.
3. We created 20 KFC parody videos, each mimicking the popular 20 ads with a GEC twist.
4. Leveraging on TV sync technology when the popular 20 TVCs aired, KFC parody videos were activated on mobile. Example: when Panadol ads played on TV, we deployed Panadol lookalike video on mobile promoting the GEC in real time.

Results and Effectiveness
The GEC sold out in 6 weeks, delivering a 38% sales lift. 2. Visits to KFC increased by 2% when eating out dropped by 5%. 3. Captured 4 million video views that would have cost 1260% more with just TV. 4. McDonald’s responded to our stunt driving even more noise.

2019 | |

The Only CNY Video You Need to Watch

Advertiser: Anchor Beer
Brand: Anchor Beer
Creative Agency: -
Credits: -

The Challenges
With the Chinese being the majority Beer drinkers in Malay dominated Malaysia, Chinese New Year (CNY) is the most prosperous time for beer brands to drive sales. Unless you are AnchorBeer with a teensy unaided recall, a ‘plummeting by the day’ market share, a mere 1% of the category’s media spend, and zero creative assets! We needed an ingenious hack.

Insight, Strategy and the Idea
Malaysians spent 130 minutes merely watching CNY commercials! Why not? This was the season when brands created fuzzy videos about clichéd family moments. Backed by generous spends, it was impossible to escape them. These clichés stuffed ‘perfect family in smiles’ videos were ironic because every minute they spent watching them online, meant less time with their families. An irony that hid the perfect opportunity for Anchor, the real Beer for real Moments. Introducing the only CNY video you need to watch. We trolled the entire swarm of CNY ads with a series of clickbait snappy videos that told people to get off their phones and spend more time with their families, over an AnchorBeer!

Media Execution
1. We identified the top trending CNY videos via social listening
2. We created clickbait mimicking the thumbnails and titles of these videos and rode on the media spends of the biggies! Example: A clickbait was titled ‘Finding Ah Boy’ with a thumbnail featuring a dog (year of the dog). When viewers clicked, we bamboozled them. ‘Spoiler! Ah, Boy reunites. You can too if you stop scrolling and start the Gong Hey Fatt Choy’. With content affinity and trending keywords targeting, our clickbait took the digital world by storm.

Results and Effectiveness
1. We had a +27% sales lift.
2. We beat Heineken in recall scores.
3. Against the CNY videos, our click baits won. View rates were 11x better, ad play rates were 2x better, native ad clickthrough rates were 2x better!

2019 | |

What A Prediction! +1.3 Million Coca-Cola Cases Sold

Advertiser: Coke
Brand: Coke
Creative Agency: -
Credits: -

The Challenges
FIFA World Cup is marked by excitement amongst fans, and over 500 advertisers competing for a piece of attention, relevance and consumption. CocaCola had a big challenge to galvanize the greater populace to make us the chosen beverage during this once every 4 years event.

Insight, Strategy and the Idea
“Cupturalists”, the majority of football viewers, not as knowledgeable and current as their diehard counterparts but also fear missing out on related conversations with friends and family, need additional hooks to get themselves involved. Hence our role: keep Cupturalists connected to all the buzz through experiential hooks anchored on PREDICTIONS.

Media Execution
We deployed a multimedia approach with buzzworthy video content at heart. Bitesized branded videos asking Cupturalists to ‘Pick Your Team’ were spread all over the Stadium Astro’s social pages, and published further through image and poll posts on FB, IG, and IG Stories, allowing Cupturalists to vote through the adjacent comments section. We aggressively built SOV by being present in live, delayed, and repeated matches, anchored on a negotiated 19:1 ratio of values:investment TV sponsorship with Fox Sports, and reminded audiences to stock up before the succeeding matches and extended the same across multiple screens: programmatically on YouTube and video platforms, and in Cinema. As voting data grew, we developed even more prematch content this time in the form of predictions, and inturn shared them back onto Social spaces to ‘challenge’ more Cupturalists to participate. Realtime results were featured in FWC’s pre and halftime TV shows facilitated by hosts inviting more viewers to participate. Parallely, we activated our national promotion through Facebook posts for chances to win exclusive merchandise, limitededition Coke and a flight to watch the finals live.

Results and Effectiveness
Engagement rate surpassed target 3x. 35% of the promo posts’ comments features proof of purchase. Achieved record sales, +45%+ sales in June vs precampaign, +1.3 million cases sold!

2019 | |

Penetrating YouTube safely with Durex

Advertiser: Durex
Brand: Durex
Creative Agency: -
Credits: -

The Challenges
THE ULTIMATE CULTURAL TABOO
Birth control and contraception is a sensitive subject in a Muslim majority country like Malaysia. As a result, Durex is not allowed to advertise on any of the highest reach mediums. We cannot get through LPF for Television. Facebook keeps taking down our ads for “violating” policy. Google will not even entertain the thought of advertising anything Durex.

Insight, Strategy and the Idea
BREAKING BARRIERS
1: Since advertising on conventional mediums was a no no, we had to go unconventional.
2: Durex is a strong brand across Malaysian Chinese audiences but it remains very weak among Malays, particularly with millennial Malays. Religious reasons serves as a major barrier to entry for the Malay segment.
3: No celebrity in Malaysia want to associate themselves with a risqué brand like Durex. After marrying all three insights, we knew we had to integrate ourselves into a YouTube led piece of content, featuring a powerhouse Malay name. And all that while making sure content we integrated in with was fun and playful. We did not want to be educational. Easier said than done.

Media Execution
MY FIRST TIME WITH DUREX
We identified content from Media Prima’s Youtube channels called Sembang Jantan. This content targeted Malay millennials and featured known celebrities who are honest and open. We branded the topic of discussion; “Family Planning.” The episode featured Tomok who led the conversations and took part in challenges. He gave his personal views on Durex Real Feels and was game.

Results and Effectiveness
MALAY PENETRATION MADE POSSIBLE
This was the first time Durex was able to penetrate any of the top reach mediums and be open about family planning. They could also associate themselves with a famous Malay celebrity. The episode organically achieved 80% more views than any other episode while achieving a 7% engagement with the Malay audiences. #Winning