Showcasing: Agency of the Year



2011 | |

The Amazing Supercow Saves the Kids

Advertiser: Dutch Lady
Brand: Yes!
Creative Agency: Leo Burnett
Credits: Ramakrishnan C.N (Executive Director), Samantha Tay (Associate Account Director), Goh Soo Mei (Media Manager), Olivia Lee (Media Planner), Lim Nian Shan (Media Buyer), Sharon Tan (Marketing Manager, Dutch Lady Milk Industries), Karen Tan (Group Account Director, Leo Burnett

Challenge
Kids cultured dairy segment is a high growth and and very highly competitive one with brands like Yakult, Solivite, Vitagen & Milo pumping in huge A&P spends. Dutch Lady’s recently launched ‘Yes’, had to stand out and be relevant in the kids repertoire amongst others in a very limited budget.

Solution
The category was obsessed with mental and physical benefits of milk, so we decided to move away and own the kids right to play in this competitive world. We understood that Kids comics and playbooks are extremely popular and combines fun, play and education is one umbrella and mothers are more than happy to allow their kids to interact with them. Yes needed to be a part of the mom-kid conversations during Play and Funtime

Execution
We tied up with the most popular kids magazine ‘Kuntum’ and affiliated comics like Gogo & Elemen. The brand’ss mascot, the Yes! Cow, was integrated into the comic stories as the superhero who saves the day of the kids from the ‘Routine Monsters’. He tickled the brain of the kids by puzzles, games & general knowledge in the magazine which even the mothers enjoyed reading with her kids.

Results
With a limited budget we reached out to almost 251,000 mothers and kids. The total awareness of Yes! increased by 24% and the conversion of Awareness to Ever Bought increased by a whopping 61% over the campaign period and Yes! cemented itself in the minds of kids and moms.

2011 | |

Dutch Lady brings alive the beautiful perspective of kids

Advertiser: Dutch Lady
Brand: Dutch Lady
Creative Agency: Leo Burnett
Credits: Ramakrishnan C.N (Executive Director), Samantha Tay (Associate Account Director), Goh Soo Mei (Media Manager), Olivia Lee (Media Planner), Lim Nian Shan (Media Buyer), Sharon Tan (Marketing Manager, Dutch Lady Milk Industries), Karen Tan (Group Account Director, Leo Burnett)

Challenge
Even though the dietary needs of young kids are very very different from those of school-going kids, for mothers of most kids, Milk was Milk – a homogeneous commodity. With the launch of different Milk for 2 segments, Dutch Lady had to change this belief against deeply ingrained behavior.

Solution
We understood that 1-6 yrs kid are as different
from school going kids as a teenager to a 40 year old. Mothers didnt know this but if reminded she would get it immediately. Our Mothers spend a lot of time
at home and Radio is a big source of entertainment
for her during her me-time. We decided to catch
her attention at this moment of truth with an innovative talk show.

Execution
We highjacked popular Radio Stations, Mix. My and Sinar and got the DJs to interview two kids, a preschool and a schoolkid. The cute and funny responses from the kids brought the house down also reiterating the point that the kids in these two segments are very different. The message “ Dutch Lady’s Kid and School milk are “Made-right-for-the-kids-age” “was subtely peppered throughout the 14 days across 3 stations and 3 languages

Results
Mothers clearly understood the need for different milk for the kids. Loyalty amongst Mothers increased by 23%. Past-7-days usage increased by a whopping 44%. Market share grew by 10%, making this the most successful launch for them in recent history and is changing the milk game in the market.

2011 | |

Capturing smokers when it matters

Advertiser: Johnson & Johnson Sdn Bhd
Brand: Nicorette
Creative Agency: RepriseMedia
Credits: Ramakrishnan C.N (Executive Director), Samantha Tay (Associate Director), Preeta Mathew (Senior Media Planner), Lim Jia Hui (Media Planner), Ullas Sahadevan (Search Director, RepriseMedia), Linah Lim (Group Brand Manager, Johnson & Johnson Sdn Bhd), Chong Yee Ee (IT/Digital Manager, Johnson & Johnson Sdn Bhd)

Challenge
Nicorette, the smoking cessation product, was facing intense competition from the launch of Niquitin in the market and needed to differentiate itself amongst those who were thinking of quitting. We had to target the on-the-verge-of- quitting smokers with our message with the highest efficiency.

Solution
We understood that the smokers almost never smoked alone and it’s uncool to ‘want to quit’ in company. But increasingly they are getting alienated due to people quitting and limited smoking areas. When smoking alone, they are inseparable from their mobile devices, their ‘buddy’. These smokers could be coaxed into trying out Nicorette if we were able to reach to them during this phase of loneliness, introspection and me-time.

Execution
We decided to target them via Apps and browsers in their mobile devices, using contextual ads based on lifestyle, games, health, wellness, sports and other male skewed platforms. The Ad copies were designed to make them curious and lead them to specific information on the site encouraging them to quit smoking. The link led them to the site where they could see more information on how Nicorette
would help them.

Results
The conversions of the device targeted ads was a phenomenal 14 times the normal desktop targeted campaign benchmarks. A whopping 96.2% of the clicks came from apps. We saw the enquiries increase
by a massive 76% in Pharmacies and sales recorded
the highest jump of 41% YoY.

2011 | |

See things from your Kids POV

Advertiser: Dutch Lady
Brand: Dutch Lady
Creative Agency: Leo Burnett
Credits: Ramakrishnan C.N (Executive Director), Goh Soo Mei (Media Manager), Olivia Lee (Media Planner), Chow Lee Kheng (Media Buyer), Sharon Tan (Marketing Manager, Dutch Lady Milk Industries), Christy Yong (Brand Manager, Dutch Lady Milk Industries), Karen Tan (Group Account Director, Leo Burnett)

Challenge
Even though the dietary needs of young kids are very very different from those of school-going kids, for mothers of most kids, Milk was Milk – a homogeneous commodity. With the launch of different Milk for 2 segments, Dutch Lady had to change this belief against deeply ingrained behavior.

Solution
Kids say the funniest things at times. The hilarity combined with their cuteness and innocence make these, the most shared & enjoyable conversations among moms. We decided to infiltrate these conversations, using sharp difference in kids’ perspectives to dramatize how kids in these two segments are very different. Innovative approaches were used across Online, Radio, Newspapers, Cinema and POS to contrast all three needs – Mental, Physical and Emotional.

Execution
Highlighting the differing mental and intellectual levels, A custom app. on facebook invited Moms to share the cute responses to 3 innocent questions. Kids from the 2 segments were interviewed on top Radio shows to contrast their cute and hilarious perspectives. Kids programs in TV guides in top newspapers were segmented to underline different emotional and entertainment needs. Different-sized custom combo packs in Cinema halls and Height Scales on supermarket shelves highlighted differing physical needs.

Results
The campaign reached about 83% of the target moms. Mothers understood the concept of different milk resulting in Past-7-days usage increasing by a whopping 44%. Market share grew by 10%, making this the most successful launch for them in recent history and is changing the milk game in the market.

2011 | |

Winning all the way with Generasi Hebat

Advertiser: Cerebos (M) Sdn Bhd
Brand: BRAND’S Essence of Chicken
Creative Agency: -
Credits: Chai Yen Yen (Associate Director), Yaw Sook Yin (Media Manager), Hanim Mazam (Senior Media Planner), Chow Lee Kheng (Senior Buyer), Carmen Liew (Marketing Manager, Cerebos [M] Sdn Bhd), Siti Noraini Bt Nuawi/Melissa Tan (Product Group Manager, Cerebos [M] Sdn Bhd, Yip Siew Leng (Associate Malay Channels Media Sales, Astro)

Challenge
BRAND’S Generasi Hebat (Generation Fab) campaign had been extremely successful in giving it street creds among Malay alphas, helping them find a new identity for their generation. Our challenge was to take it to another level by infusing the mainstream culture deeper and wider, shaping it, while gaining more credibility.

Solution
Akademi Fantasia was the largest platform for Malay youth expressions and it captured all the five essences of HEBAT (Handal, Eksplorasi, Boleh, Aktif and Tekun). So we decided to redefine the program in our own unique Hebat way, bringing a whole new energy in Malaysia’s foremost reality show. Among a plethora of AF sponsors, we innovated half a dozen FIRST EVERs, to make AF almost synonymous with BEC, for many in 2010.

Execution
For the first time in history of AF, the Studio transformed to Hebat theme. Hebat shirts became the Akademi’s uniform, the fashionable Hebat ties were worn by ALL students in their individual styles throughout. Generasi Hebat anthems was performed live on AF – ‘Hebat’ & ‘Juara’. BEC drinking pervaded contestants’ everyday lifestyles. Students visited BRAND’S Experience Center to take viewers on a journey of quality and authenticity. Consumers attended concerts wearing signature ties.

Results
We managed to reach 3.7 million Malay youths, interacted with more than 16 thousands youths through their weekly concerts. Past 1 month consumption amongst Malay increased by 9%. Brand preference grew by 58%. Campaign overwhelmingly increased Generasi Hebat Facebook fanbase more than 100%.