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The Challenges
Listerine had declined in sales for 3 years straight during CNY. Mouthwash is largely purchased by Chinese but most see it as a “nice to have” and would rather spend on “CNY essentials” or switch to cheaper brands. How did we then get the Chinese to buy Listerine during CNY?

Insight, Strategy and the Idea
We knew killing germs wasn’t enough, research told us that mouthwash instills speaking confidence. So when do people need confidence during CNY? Trawling social media, we found the one area everyone needed a confidence boost in is the awkward, no filter questions family asks when they visit. Could Listerine inspire Malaysians to have confidence answering these awkward questions? “KongDouZhun, WongDouZhun (Bold mouth equals prosperity)”, addressing the top questions found on social with witty answers that viewers could use during CNY.

Media Execution
We curated the top CNY questions people complained about for the past 3 years and created various 30s TVCs answering them i.e “Why you not boss yet?” “Because being boss would mean that I work very late. Work very late means I cannot spend time with family.” From social we ascertained which target groups the answers would resonate with i.e. Career questions for the 30-40′s, Relationship questions for the 18-25′s, Marriage questions 25-35, and etc… and cherrypicked channels accordingly, ensuring the right audience would resonate with our witty TVCs i.e. buying late afternoon slots for the relationship questions (18-25) or primetime spots for the marriage questions (25-40).

Results and Effectiveness
1.+7.4% sales during CNY period, first positive growth in the last 3 years!! 2. Listerine grew the mouthwash category +6% by getting new users in (competitors declined or remained flat during same period) 3. Videos garnered a total of 1.1 million views, average VTR Rate 24.8% vs industry 15% 2. 6x more engagement rate vs previous campaigns.

The Challenges
TM; our national telco carrier with a 34 year legacy. With connectivity becoming increasingly vital, it’s ironic that brands like TM that provide this very service are going farther away from consumer’s minds. TM’s relevancy was diminishing. Come Merdeka, TM set out to revive their lost brand relevance.

Insight, Strategy and the Idea
1980′s: Merdeka was an occasion that literally brought people together; watching the parade, hoisting the national flag, harmonious gatherings of all races. Today: Thanks to the need for connectivity, there is a sever, a divide in real life connections. Our devices have taken center stage and are pushing us farther apart. The barrage of content that brands release during Merdeka just adds on to this distance apart. If there was one brand that could actually bring people together this Merdeka, it was TM. The brand that millions of Malaysians grew up with.

Media Execution
We wanted an execution that brought people together; LITERALLY! We took an iconic Merdeka melody, ‘SejahteraMalaysia’ and put our spin on it with 6 languages. We released #TMSejahteraMalaysia but with a twist: to derive the full essence of the song, Malaysians would need to join 2 devices together. The act of bringing two phones together to watch the full video created two windows which told the same story across time or from different perspectives. On sites like SiakapKeli, we ran advertorials highlighting our dual screen story. We pushed the video across digital and TV, releasing short clips and snippets of the song. Contextual targeting matched specific scenes of our video to content online. Example: food snippets targeting food content, playing with childhood friends targeting school holiday activities, dominating social, display & video platforms.

Results and Effectiveness
We got the social world buzzing with 150,000 mentions, 85% of them positive. With 8 million impressions and a 15% VTR, we proved how two is indeed better than one.