Archives




2017 | |

Panasonic Brings You 16 Shades of Happiness!

Advertiser: Panasonic Malaysia Sdn Bhd
Brand: Panasonic
Creative Agency: -
Credits: -

The Challenge
The newly wed Malay market is huge but very competitive. How can we help Panasonic’s kitchen appliances build a meaningful relationship with this lucrative segment?

Insight, Strategy and the Idea
The Holy Prophet states “If a woman does not perform her duty as a spouse, she has not done her duty to Allah”. Even though it’s very demanding to be a Muslim wife, she still strives to be perfect in her role. She knows that the way to her husband’s heart is through his stomach, so in order to continuously win him over, she is pressured to up the ante in all areas, especially her cooking. We saw this as an opportunity to provide a little branded assistance by opening her world to “been there done that” role models and created “Petua Perkahwinan”, a series of marriage advice by Malay celebrities to help her in her marriage.

Media Execution
We tied-up with TV program “Resepi Memikat Suami (RMS)” which is a star-studded cooking show featuring celebrity couples, hosted by newly-wed comedian Jihan. It shares and showcases how couples can overcome challenges together. In the program, Panasonic’s ambassador Chef Fazley guides the host and other celebrities couples to prepare meals using Panasonic kitchen appliances. There are special appearances by local celebrities who openly share their daily lives. At the end of each episode, Jihan always ends with a tip on how to maintain relationships with help from smart Panasonic appliances to whip up perfect meals, reduce household chores’ whilst maintaining her vitality and glow.

Results and Effectiveness
• We garnered 2.1million viewers for RMS, 700,000 over our target of 1.4million viewers! • RMS became the highest rated programme within the same time belt across all Malay channels on Astro and the top 3 Malay variety festive programs • Over achieved sales results @ 106%

2017 | |

Malaysians React To Raya

Advertiser: Petroliam Nasional Berhad
Brand: PETRONAS
Creative Agency: -
Credits: -

The Challenge
We had PETRONAS’ emotionally stimulating Raya Video but every other Raya commercial had a similar storyline. We had to stand out and get our way through this clutter.

Insight, Strategy and the Idea
Malaysians are highly emotional but they are shy to share them. However, they are fast to adapt and like to follow things that others are doing. One of the biggest trends of 2016 was REACTION VIDEOS. From latest marvel movies to the Game of throne spoilers Malaysians enjoyed watching how people reacted to videos. So we crafted Malaysia’s first ever Reaction video strategy: a movement to instantly capture reaction to PETRONAS Raya-Film. And spread the emotional response in the form of new engaging video content that took over Malaysian screen media.

Media Execution
Three top tele drama actors on TV3 recorded their reaction videos (complete with tears) and the video was shown on Melodi, Tv3’s highest rated entertainment show. The actors also pushed this same content on their social media. Then, six social media KOLs launched their reaction videos encapsulating their emotional response to PETRONAS’ Ray-film. Sparking conversations across social media with their fans following suit. Says.my released their segment called ‘Malaysians Reacts to PETRONAS Raya Add, time to grab your tissues!’ showcasing six ordinary Malaysians’ reaction to our Raya-Film. The Says video stories became instant viral. Furthermore, TVC was timed right after the Raya Announcement on FTA to create impact. In no time, the whole of Malaysia was reacting and creating their own Reaction videos filled with Tears of Joy.

Results and Effectiveness
• • Over 1.6million organic views recorded • 45 minutes of additional video content • 1,525,859 engagements • Each video on Says received 200k+ view • An all-time high VTR of 47.94% • 13% organic increase in YT subscribers • 743 User generated content received during the campaign • Free PR worth 7,500,000+ PETRONAS association with “Bringing Malaysia together” increased by 19%

2017 | |

Rexona Get’s Bubble Bursting at the Movies!

Advertiser: Unilever
Brand: Rexona
Creative Agency: -
Credits: -

The Challenge
68% of our audience did not comprehend Rexona Deodorant’s distinctive Motionsense™ Microcapsules Technology which burst upon friction to release more fresh fragrance. The more a user moves throughout the day, the more fresh fragrance is released – a strong edge for Rexona. Rexona had to establish this distinctive standing in the market to gain share.

Insight, Strategy and the Idea
Since fragrance should be experienced, not just seen, Rexona had to find an innovative way to communicate its distinctive technology. Understanding that Malaysian consumers seek exciting activities and value experience over physical products, we designed a strategy for consumers to experience Motionsense™ technology in a way they’ve never experienced any fragrance before.

Media Execution
Rexona drove their TA to the cinema with an in-store promotion at Guardian Pharmacy. Purchasers of the Rexona Twin Pack could win free cinema tickets. Alternatively, anyone who bought cinema tickets at the counter would receive free Rexona samples. Once movie-goers were seated, Rexona ran a 60-second commercial highlighting its Motionsense™ Microcapsule Technology. Simultaneously, Rexona released a wave of bubbles containing Rexona’s fragrance into the air. The bubbles, which represent the microcapsules in real 3D, released fresh fragrance upon bursting. Using this method we were able to immerse our audience in an unexpected and delightful stimulation of sight, hearing, touch and smell to create a unique and memorable educational experience of its Motionsense™ Microcapsule Technology. The audience would then encounter a “Wind Tunnel” as they exited GSC. Participants entering the transparent booth would activate the wind, prompting them to enthusiastically snatch as many Rexona paper slips as they can to redeem the prizes printed on the Rexona paper slips.

Results and Effectiveness
350,000 samples distributed. 1.686M admissions to GSC. The brand’s sales increased by 33% (internal sales) & penetration grew by 2% (Kantar Data) whereas the benchmark was only 100bps as compared to LY May 2015.

2018 | |

McDonald’s Spicy Korean Burger So Spicy So Drama

Advertiser: McDonald's Malaysia
Brand: McDonald's
Creative Agency: -
Credits: -

The Challenge
Malaysians are creatures of habit. They tend not to stray from their favourite food choices. So, McDonald’s faced difficulties in promoting its new SpicyKoreanBurger. Objective: Introduce and boost sales of this unfamiliar product. This had to be accomplished quickly since the SpicyKoreanBurger was a limited time offer.

Insight, Strategy and the Idea
McDonald’s consumers are the masses. Two prominent features define them: i. They gravitate towards serialized drama. ii. They’re everywhere, i.e. cross screens with increased mobile consumption but television still garnered most attention. We developed a 2-prong strategy: 1. Own Korean content/media space 2. Storytell in the form of ad sequencing to create momentum and sustain interest. It was apt for McDonald’s to ride the Korean wave, given K-drama’s heightened emotions hold a big appeal for the majority of the masses, the Malays, who are drawn to more sentimental, melodramatic content. The SoSpicySoDrama campaign was built around tongue-in-cheek short dramas which seamlessly introduced the SpicyKoreanBurger. These tied in to the Korean Wave through catchphrases like daebak (‘awesome’) and K-pop music.

Media Execution
1. Owning Korean media space: a. Korean drama platforms: We capitalized on VIKI and VIU, the most popular Korean video platforms b. all things Korean on YouTube: K-drama, K-pop, Korean skincare and cosmetics (which are highly relevant to K-fans). c. Korean on TV: Increasing our buys in Korean content by 3x. 2. Story-telling via media: a. 4-day teaser campaign: Building anticipation with 2 short teasers, featuring typical Korean dramatic moments. b. Launch: Launched with the full-length #SoSpicySoDrama video. c. Ad sequencing: Sustain interest with 3 different, shorter versions via ad sequencing/retargeting d. Pocket TVC on Facebook: Smart cuts optimised for small screens and mobile users’ behavior – short, with supers

Results and Effectiveness
The campaign exceeded all expectations: – The SpicyKoreanBurger sold out within 4 days! – Spontaneous user-generated content, including free food reviews and YouTube coverage – it even became a case in Think with Google SEA

2018 | |

McDonald’s Out-sells KFC’s Fried Chicken

Advertiser: McDonald's Malaysia
Brand: McDonald's
Creative Agency: -
Credits: -

The Challenges
Despite McDonald’s being an iconic brand, AyamGorengMcD remained largely unknown for 30 years. Malaysians, who love fried chicken, mostly remember competitors (KFC, mamak restaurants, etc). Most thought McDonalds only sold burgers and were surprised to learn about AyamGorengMcD, despite its better scores in all attributes. Our challenge was to gain market share and convert fried chicken eaters at the relaunch in March 2017, and during the year-end sustenance campaign.

Insight, Strategy and the Idea
1. Our research discovered Malaysians loved viewing Korean Mukbang videos of people eating food. Therefore, we covered all segments of Malaysia, focusing on all audio visual channels to capitalize on McDonald’s Most Awesome Bite videos showcasing the salivatingly awesome crunch sounds of Malaysians devouring AyamGorengMcD, a 1st ever McDonald’s ad without voiceover. 2. We branded AyamGorengMcD as perfect for sharing, capitalizing on the new 5 and 9 piece Share Boxes. We used media partnerships to demonstrate these sharing moments and to further engage audiences.

Media Execution
1. We chose the big screens (cinema) as our launch pad, utilizing its Dolby surround sound to amplify the salivating crunch sounds of AyamGorengMcD. We achieved almost 100% coverage via GSC, TGV, MBO, Lotux 5 and MMCineplex. We used TV for mass awareness across all ages, airing on both prime and fringe time. YouTube reached the mass modern audience, presenting a sequence of different videos. Pocket TVC on Facebook: Smart cuts optimised for small screens and mobile users behavior 2. We partnered Astro’s top comedies, MaharajaLawakMega and SepahtuReunion; and KOLs. The comedic groups created skits (30s capsules) and also a feature (a segment on SepahtuReunion). We engaged KOLs to make their own crunch videos to share and entice their fans.

Results and Effectiveness
AyamGorengMcD’s relaunch was a success! – Videos reached peak VTR of 44%, 3x industry average. – McDonald’s set a new sales record, closing 2017 with +25% sales over 2016. This created a new baseline for business.