Archives




2017 | |

Look Behind!

Advertiser: Fonterra Brands (M) Sdn Bhd
Brand: Anmum Essential
Creative Agency: -
Credits: -

The Challenge
Growing-up-milk brands commonly fortify milk with a cocktail of nutrients that are largely promoted. But moms don’t know about the concerning amount of sugar these same brands add in their milk, to make taste “kid-friendly.” Our edge: a no-added-sugar product. Challenge: get moms to favour us, by making them question competitive brands they’ve always trusted, on added sugars.

Insight, Strategy and the Idea
Malaysian moms may not know about specific sugar levels in children or food, but they take innate cues from what their kids say and feel, to make the right call. We all know kids say the “darnest” things, but moms in most cases are hyper-tuned to listen. We personified moms’ native intuition through a naturally inquisitive child who’s not afraid to ask tough questions and create doubt in parents about the amount of sugar kids consume, especially in milk. Idea: enter cute and clever ‘ADAM’, smarter than your average 5-year old, to teach Moms about how they can avoid the negative effects of excessive sugar consumption in kids by doing one thing – look behind the product pack.

Media Execution
We educated in three steps: CATCH We kicked off by dominating screens, spots in FTATV for maximum reach and Video buys on YouTube & programmatically in relevant sites, for incremental reach. Moms everywhere where prodded by Adam with a powerful question, “What’s In Your Milk?” CONNECT Local KOL moms and their respective Facebook platforms spread a series of web films of Adam’s message, investigating the various ingredients of milk, while educating moms to look behind the pack for proof. CLOSE Our sample request program online closed the loop, by retargeting audiences that had already engaged with our video with a sample request ad.

Results and Effectiveness
ADAM, the curious kid, drove phenomenal increase in business-brand metrics post vs. pre campaign: Value-share +2.2% Volume-share +2.9% TOM +7% “Is-a-trusted-source” +15%

2017 | |

Media Math: Multiplying Sales by adding New audiences

Advertiser: Lazada
Brand: Lazada's Online Revolution 2016
Creative Agency: -
Credits: -

The Challenge
Lazada was launching their biggest annual sales – Online Revolution. From past projects, they wanted to advertise exclusively on FTA (high GRPs). Astro’s low GRP yield was deduced to have no effectiveness. New owners (AliBaba) and unprecedented growth targets meant we needed to win new customers… but how?

Insight, Strategy and the Idea
In-depth analysis found that Astro delivered a total of 45% reach on audience. And, 31% of that was unique to Astro alone (unduplicated with FTA). This new audience was a full 12% richer (HHI) than those that we had acquired prior and that they had a 27% higher frequency of purchasing online in the past 6 months. Furthermore, we saw this audience was spread out across AstroChinese and AstroMalay. The idea: Audience Discovery.

Media Execution
Agency distributed investments to 3 platforms, MediaPrima, AstroMalay and AstroChinese. To ensure clarity in attribution, we strategically scheduled the 3 in unique timebands (MP = 11-1pm, AC = 1-3pm and AM = 3-5pm). During Primetime on sale days where all channels had to air, we ensured at least a 5 minute time difference between spots aired across the 3 channel groups.

Results and Effectiveness
In total, we achieved 500k transactions in 24 hrs, traffic increased 2.5x vs. 2015, shoppers spent average 12 mins on Lazada (2x vs. 2015), 60% of the GMV sold was from mobile and 3 million new customers downloaded the Lazada app. Astro advertising generated 11x more new unique visits (vs. FTA) to the Lazada site app on OLR sales days. The Cost per Visit Increase (CPVI) was a fraction of that of FTA (9x lower) in addition to driving a CPRP 3x lower than FTA. Overall Pay TV deliver a 22% additional unique reach and within Pay TV, we saw that Malay channels drove a 35% better CPVI performance vs. Chinese.

2017 | |

Rojak 360° – Telling Malaysian tales the 360° way

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

The Challenge
The alarming rate of racial division is eroding the spirit of Merdeka. Malaysians have forgotten that the bravery of our forefathers (Malay, Chinese, Indian), gave Malaysia her independence. Therefore, Maxis made it its mission to drive Positive Change by celebrating Malaysian diversity with Technology & the Internet.

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

Media Execution
Partnering Malaysia’s biggest content provider YouTube and five homegrown award-winning storytellers, we broadcasted Rojak360° films through YouTube’s 360° video-on-mobile platform. By moving their screens, viewers experienced being Malaysian, from different perspectives! For the launch, selected Maxis customers were transported into the stories through a 360° cinematic experience using VR headsets. In one story, but clearly in the cinema, viewers experienced pulling a cow into an elevator! Each story reminded Malaysians to stick together. With the 360° experience, viewers found themselves in the rainforest with a group of squabbling friends in ‘LostandFound’, and navigated their way out once they embraced each other’s differences. In ‘GadingMerah’, viewers fought alongside villagers who banded together to chase away a mythical creature causing chaos.

Results and Effectiveness
Rojak360° films cumulated +16.3million minutes viewed with an impressive 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 | |

Ayoh! #YOUCANDUIT

Advertiser: Malaysia Digital Economy Corporation (MDEC)
Brand: MDEC
Creative Agency: -
Credits: -

The Challenge
Mandated with the transformation of Malaysia’s digital economy, MDEC launched the eRezeki and eUsahawan programmes to help the nation’s low income earners, the B40s, earn more from digital economy. Our task was to rally, get participation to change lives.

Insight, Strategy and the Idea
A deep dive understanding of B40s led us to discover that their biggest barrier of participation is self doubt and the fear of the unknown. They are also mostly sole income providers of the family and could not afford to take any economic setback. Many did not know how and where to start. In our strategy, we must make the programmes RELATABLE to B40s and convince them that anyone, any average Joe can do it! This gave birth to our big idea of Let’s Rise Together with DigitalEconomy and expressed simply as #YOUCANDUIT which became our rallying cry. #YOUCANDUIT became the biggest movement in Malaysia with massive participation from the media, personalities, government and private agencies and many more to inform, showcase, and proof that the programmes can improve livelihoods.

Media Execution
Three lovable ‘Sibergurus’ (teachers for the programmes) kicked off campaign awareness across TV stations with high impact placements, complimented by YouTube video seeding and social media. To further boost engagement, we worked with MaharajaLawakMega to create branded content capsules to educate the benefits of the programs. Importantly, with AstroAwani we created a first with #YOUCANDUIT TV. With content fully dedicated to answering questions and providing information and updates on the campaign. Testimonial videos featuring real life B40s’ success stories further instilled confidence that YOU –EVERYONE CAN DO IT.

Results and Effectiveness
In 8 short months, #YOUCANDUIT reached 10+million viewers, garnered 52million online impressions and attracted over 600,000 unique visitors to the websites. More 100,000 low income Malaysians are now trained and have generated a cumulative additional income of RM59million. A whopping 40% above target!

2017 | |

Nivea Creme Setulus Belaian Kasih

Advertiser: BEIERSDORF (M) SDN BHD
Brand: Nivea Creme
Creative Agency: -
Credits: -

The Challenge
Well-known yet unchosen Nivea Crème boasted positive reputation among Malaysians, but less among the young. While prompted awareness was 69% among below-50 demographics, brand likability was only 38% – GFK Nivea sought to win over a new generation, leveraging Ramadan to resonate with them.

Insight, Strategy and the Idea
Revisiting values 5 insights underpinned our strategy:- 1. Primal mother-daughter relationship: a perfect embodiment of Nivea values. (Target audience: Malay mothers 20 to 49 with children below 6) 2. Ramadhan message: a time for acts of kindness, rewarded more amply during the month 3. Our target’s favourite format: serialised dramas 4. Power of celebrity: instant connection 5. Real-world contributions: must back the message

Media Execution
Winning with a sincere touch 1. Poignant storyline “Setulus Belaian Kasih” (“Most Sincere, Selfless Care”) comprised episodic drama capsules, with a story arc following a mother and daughter as they helped a homeless man reconcile with his family 2. Popular, recognisable cast Actresses Siti Elizad Shariffuddin and Puteri Balqis Azizi previously played mother and daughter in target-favourite drama were immediately recognisable, generating instant positive viewer reactions. 3. Top Malay female programming Collaborated with Media Prima TV Networks for top Malay penetration. • Episodes ran at high frequency on TV3 and TV9 during Ramadhan • Videos extended to YouTube and Facebook for incremental reach 4. Real-life aid for real connection RM0.50 donated to charity for every RM10 in sales, cemented the message and brand credibility.

Results and Effectiveness
Touched a chord, retook #1 1. 1.3 million TV viewers – comprising our targeted young Malay mums 2. 5 million YouTube and Facebook views – targeted demographics 3. Positive social media sentiment – analysis showed viewers touched by meaningful storyline 4. RM100,000 raised for 100 families – increasing goodwill, brand likeability 5. Market share impact: •Nivea: INCREASED 19.1% to 19.4% •Closest competitor: DECREASED 19.9% to 19.2% Most importantly, the biggest win was in winning over a new generation!