2010 | Bronze | Best Use Of Sponsorship
Advertiser: Telekom Malaysia Bhd Brand: Streamyx Creative Agency: - Credits: Chew Kagee (General Manager), Dzeti Mohamed (Senior Planner), Gina Lim (Media Planner), Stephanie Chin (Head of Opetations) Lim Nian Shan (Senior Buyer)
TM sourced most of its new subscribers from Semi-urban Malays, where its key challenge was to demonstrate the compelling role internet can play in their lives in a way they can relate to.
We wanted to convey that whoever you are, whatever be your needs, Streamyx is the ultimate gateway.
Semi-urban Malays love local movies and are obsessed with their favourite celebrities. We sponsored the movie – Jin Notti. Fara Fauzana the celebrity DJ, is a nice-hearted Genie, who refuses to get Naughty by Genie standards and is sentenced to earth to become naughty..
Throughout the story, she always uses Streamyx to learn earthly ways & connect experience and entertain herself. Even for an almighty Genie, she needs Streamyx as gateway to the ‘other’ world.
It was a debut for two of hottest Malay celebrities – Fara and Mawi, creating huge anticipation. Much like virtual world, Fara-the-genie takes on 4 different Avatars. The Goodness of genie provided perfect inspiration for the Raya-timed campaign.
The promotions on TV & radio used special scenes to highlight Streamyx central role. Streamyx was digitally woven into actual movie scenes. Posters, banners, print, merchandise & PR amplified the connection. String of roadshow created further engagement.
Jin Notti grossed RM2.2mil at the box office. Against toughest competition ever, TM subscriptions rose to an all time high of 4000! Streamyx loyalist increased 9% from the previous quarter. Total buzz generated was worth RM3.9million with press ads, advertising and promotion materials, 126 YouTube links, and 147,000 Google links.
2010 | Bronze | Best Use of Out of Home Media
Advertiser: Prudential Assurance Malaysia Bhd Brand: PruRetirement Creative Agency: - Credits: Kesevan Balasingam (Director), Nadiah Ramli (Executive), Chow Kah Wai (Executive), Sheley Lim (Senior Executive), Tan Poh Lee (Partner)
PruRetirement’s “What’s Adam’s Number Challenge” engaged the public to guess a fictitious character’s retirement amount. We had to capture the nation’s attention and create curiosity—Who is Adam? What is his retirement lifestyle? What’s his “number”?
Being a short one month campaign, “What’s Adam’s Number Challenge” required round-the-clock presence to create ongoing visibility and garner immediate mass awareness. Combining this need with insight that our target audiences are adults commuting to work and insurance agents on the constant move, outdoor billboards are the ideal solution for its high traffic locations, wide coverage and ongoing visibility.
With the right medium identified, we now needed an innovative execution to keep its audiences hooked! We replicated the “Split flap display” used in flip clocks, where the visuals reveal the next digit of Adam’s retirement number week by week. This innovative movement stood out from other static visuals. PruRetirement’s countdown visual kept audiences hooked, driving them to participate online.
This was the first-ever simultaneous weekly sticker change for multiple sites nationwide. The billboards drove 17,000 participants to take up the challenge online. One-third of PruRetirement’s entire 2009 sales were sold during this one month campaign period.
2010 | Bronze | Best Use of Point of Sale
Advertiser: Visa Worldwide Pte Ltd Brand: Visa Debit Creative Agency: - Credits: Siew Wey Tyng (Business Director), Raymond Chin (Media Manager), Leveena Sadanandan (Marketing Manager, VISA Worldwide Pte Ltd), Loh Mun Yee (Account Director, TBWA-ISC Malaysia), Julian Lee (Account Manager, Bates 141 Malaysia)
2010 | Bronze | Best Use of Digital Search
Advertiser: CIMB Bank Brand: CIMB Prime Plan Creative Agency: Vizeum Media Services (M) Sdn Bhd Credits: Tan Soon Liang (Associate Digital Director), Saurav Bhowmik (Strategic Resources Director), Wong Tse San (Client Services Director), Joanne Yau (Associate Media Director), Ruby Subramaniam (Junior Digital Planner), Melissa Chan (Vice-President, CIMB Bank), Kenneth Teh (Assistant Vice-President, CIMB Bank)
Prime Plan is a new product that is targeted to the lower mass affluent consumers who were looking out for a rewarding lifestyle experience. Google Search was incorporated in the campaign to reach the audience in a subtle manner – allowing them to first familiarize themselves to a new product.
We used our econometric learning and identified that the highest conversations happen after a threshold level of impressions have been served to the consumers. So instead of using a relevant range of ad groups which is a standard approacch in Search, our strategy was to serve “click-less” impressions to garner higher visibility. This meant that users had high exposure and were familiar with the ad before clicking, leading only quality traffic to the website.
“Click-less” positions are the areas within a search result page where users were looking at but not clicking. Our text ads were purposely positioned in those areas so that, although users wouldnÆt click on them, we still achieve visibility. This meant free impressions or advertising for us. Once a desired level of awareness was achieved, the text ads were rephrased and moved to better positions which lead to a higher and more qualified click-through.
The campaign budget lasted longer than ancipated, achieving a huge number of free impressions that icnreased awareness for the product. This out-of-the-box strategy delivered impressive results: Average cost per click was 35% lower than planned. Campaign achieved 75% more clicks than planned; driving high traffic to the microsite.
2010 | Bronze | Best Use of Branded Content on TV
Advertiser: AirAsia Bhd Brand: AirAsia Creative Agency: - Credits: Darren Yuen (Group Account Director), Maggie Chong Cheah (Media Director), Doreen Teh (Media Planner), Wong May May (Senior Media Planner), Elaine Tan (Media Buyer)
AirAsia became only airline in the world with the largest connectivity to destinations in China. The main cities like Shanghai and Beijing always take the cake, but low awareness of other states & provinces in China was something that needed addressing. Business wise, load and revenue achievements needed a boost.
The Chinese population in Malaysia are very interested in China as a destination, with very few knowing what really to do or expect of Greater China. Content was scarce and scattered, so when no other content exists, create your own. AirAsia set out to create their own travel documentary, with an 8 episode customized documentary featuring the destinations they cover, aired on FTA TV for all to experience what the various cities in China offered.
From collaborating with Media Prima to engaging a production house directly, the team set flight to conquer China and uncover the extreme beauty of this country on 8TV. By understanding the target audience viewing habits, the time slots allocated for airing these documentaries allowed us to reach them efficiently and effectively. 8 customized documentary episodes was developed, and aired over 8 weeks. This paved the way for us to “fish where the fish are”.
Overall average increase of 12% in load factor, and 16% in revenue for all China destinations over the same period. Overall awareness of other destination such as Chengdu (+32%) and Shenzhen (+26%) saw a remarkable increase from an internal online survey conducted after the airing of the documentary series.