Showcasing: Agency of the Year

Challenge
The World-cup saw high aggression amongst the Telco players. Young-Malay-families were the biggest source of business for TM & TM needed to own this segment. In the wake of a hi-tech future of Malaysia, these parents wanted their children to adopt new-age lifestyle, yet stay close to the roots.

Solutions
We discovered that in young Malay families, kids have a very high share of remote and parents often watch kids programs. Upin&Ipin was the no. 1 animation program. Much like children, young Malay parents loved it as it was close to their values and reconnected them to their fun Kampung memories. This was the perfect context to introduce TM products to children – bringing a charming fusion of high- tech experience with local soul and values.

Execution
We decided to sponsor Upin&Ipin and worked with scriptwriter to weave in different products of TM in a seamless integration with the storyline. Five dedicated episodes were written with three Ramadhan&Raya episodes dialing-up the usage of iTalk and Homeline with family bonding & festivities, one episode to stamp TM’s ownership on the World-Cup and a first ever SCIENCE-FICTION EPISODE which saw a seamless integration of ‘UniFi’ into Upin&Ipin’s futuristic vision of Malaysia.

Result
Upin & Ipin garnered an amazing TVR of 17! making it the highest viewed kids program on TV9. The program reached out to more than 2.6mil people. TM cemented its position as a leader in the ‘Broadband’ segment, growing it’s subscription by a whopping 15% despite heavy competition.

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.

Solutions
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.

Result
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%.

Challenge
2010 saw a whole new level of aggression in Juices category with the entry of Minute Maid and Fruit 10. F&N Fruit Tree faced an uphill challenge of driving up sales among on-the-go youth by owning ‘authentic fruit juice’ in a category where loyalties often shifted at the last mile.

Solutions
We discovered that the most authentic ‘Fruit’ experience for most consumers meant ‘Straight from the Tree’. To bring alive the freshness and genuine Orange taste of F&N Fruit Tree via a fun participation, a Travelling Fruit Tree was conceived. To ensure no fall-throughs, Trial had to be followed immediately by purchase, so the tree travelled across 7-11 stores in Pen Malaysia, where curious passers-by got to shake the tree and win their ‘Fruit’.

Execution
The Travelling Tree was timed to arrive at 7-11 stores during lunch hours, to capture maximum on-the-go crowd and to magnify the buzz around it. The stores were chosen in heavy traffic areas which attracted huge attention. A combination of radio, Facebook and newspapers drove people to follow the Travelling Tree on its journey – telling them when and where – and have their shake.

Result
From the 20 locations, 10,000 people sampled the juice. 70% of consumers who shook the tree, purchased F&N Fruit Tree immediately after. Due to this activation hype in 7-11, the brand’s trial rate has increased by 47% compared to the previous quarter.

Challenge
As official credit card for Malaysia Mega Sale, MasterCard was positioned as the gateway to priceless shopping discoveries. However share of wallet was difficult to build in a fickle category, where young urban affluents often changed their mind at the point-of-purchase, and being first out of wallet was key.

Solutions
We discovered that in the age of i-pad and i-phone, our young urban affluents actively seek &enjoy novel stimulating tech experiences. We decided to embed a unique augmented reality application to engage their attention with MasterCard shopping discoveries. Mid Valley is the largest mall in Malaysia and at the time of mega sale our segment throngs themall for the ultimate retail therapy of all providing the perfect backdrop.

Execution
The Augmented Reality set up was hooked onto a big screen, whereby users need to flash their MasterCard to as the key to the inviting experience. Inside curious users could navigate a journey of surreal experience through 4 categories of priceless delights – Wellness, Travel, Dining & Retail – discovering exciting offers and embedded MasterCard promotions. This experience brought alive the seductive pleasures of shopping, among a mindnumbing wallpaper of shopper promotions in the period.

Result
An estimated 12,000 people engaged with the novel experience during the Megasale. Total number of transactions via MasterCard saw a 9% increase from last year. MasterCard exceeded all expectations by recording 34% growth in GDV during the period – its highest ever.

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Challenge
Johnson’s baby has been facing stiff challenge to maintain its leadership position in a very staid category seeing an influx of smaller brands. Johnson’s baby needed to showcase its overarching superiority over others to the moms and moms-to-be by connecting with them in a deep emotional way and create talkability.

Solutions
New mommies have thousands of questions during their motherhood and need a confidante, to who they could turn to during their journey. Mommies trust recent mommies the most and look up to ICON MOM. We decided to use Erra Fazira, a popular ICON, who had just given birth and is now an experienced mom who has gone through the same phases and would be the best soul sister to hand hold them in their journey.

Execution
8 episode, 30min branded talk show called TIKTOKTIKTOK Bayiku was created. The episodes saw Erra chatting up with Mommies, Role Models & Experts while taking them from pregnancy to husbands role to problems of working mothers. Each episode was designed to showcase a product from Johnson’s baby portfolio via guidelines and address Q&A’s from audience. All the while the brand was seamlessly integrated into the program based on occasion, lifestyle and mindset context.

Result
The program got a peak rating of 10.6TVR and was one of the highest rated programme in fringe time on TV9. Johnson’s baby remained unchallenged as the No.1 brand amongst mom with baby with highest Brand Equity Index. Johnson’s baby managed to push the envelope to grow sales by 4.5%.