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Challenge
The recent credit card RM50 tax impacted consumer spending disposition. 80% of total cards circulation dropped and HSBC]s cardholder base fell drastically. With only RM85,000, we were challenged to create a campaign that battles competitors, ratains cardholders and encourages cardholders to continue spending with HSBC during the festive seasons.

Solution
Insights indicate that cardholders are most likely to retain one or two cards which provide the best value and wont compromise the tradition of buying gifts for loved ones duting festive seasons. Leveraging on this, we engaged The Sun’s lighthearted content and developed irresistible tips for gifts, infusing joyful elements that drive ‘positive’ spending behaviour with multiply their rewards whenever they spend.

Execution
Centered on the message of festive gifting, we created the festive season’s Top 20 & 10 must-have gifts integrated within fashion and lifestyle content, encouraging readers to buy gifts to usher in 2010 new year. We creatively designed the numbers ‘20’ and ‘10’, engaging readers to relate HSBC’s gift ideas with multiplied rewards. HSBC will multiply ‘20x’ or ‘10x’ reward points for each HSBC’s gift ideas from the ‘20’ and ‘10’ lists.

Results
Within a month, HSBC’s only campaign singlehandedly ratained 98% of cardholders with overwhelming usage of nearly 1 million swipes (highest in 2009), gaining RM7Mn+ in increamental revenue, exceeded target by 17%! Campaign boosted brand consideration by 19%, free social media mentions and highest traffic to HSBC’s website which toppled competitors.

Challenge
In a recessionary year, major renovations get postponed and this affected paint sales. To encourage sales in smaller quantities,
we needed more consumers to be interested to re-paint small areas of their homes. But different people are inspired differently. How do we integrate everything and yet satisfy different needs?

Solution
Understanding that different people are inspired differently, we used multiple approaches but with a single aim – to get them to pick up the paint brush and repaint just a small area. Strategy was to target the social Influencers first. They are crucial in creating a cascading effect as they are the focal point of their respective social circles. Editors, DJs, bloggers and celebrities were identified as Influencers. Get them inspired and the rest will follow.

Execution
Different platforms were used to motivate and inspire – magazine spreads, paint workshops, TV sponsorship, radio contest, virtual colour applications and online forums. In each of this, the Influencers together with Nippon Paint were the paint experts and colours were the main theme. All Influencers had to get their hands dirty by making over a part of their homes. This not only showed how easy it was to re-paint but really fun and rewarding as well.

Results
1.5million viewers watched our TV show. Bloggers reached out to 2.8million people. Magazine editors created more than 50 unique wall-designs. And radio contest reached 2million listeners. Collectively, these ‘small projects’ contributed to a 18% increase in sales and made Nippon Paint #1 paint brand by Frost & Sullivan in 2009.

Challenge
In a competitive soft drinks category, winning amongst Youth was key to growth. F&N Flavors was still perceived as a Tween drink by some in a shrinking market. It needed to re-inforce an edgy, Youth image with street credibility, while staying true to its DNA of being a ‘fun’ drink.

Solution
In 2009 Dance reality shows were becoming big among the youth. So, we decided to choose Freestyle Dance as the platform for them to express themselves. 8TV was the perfect partner and was formally declared ‘friends of F&N’. F&N Freestylz ‘Show Your Moves’ contest was born. We co-opted all 8TV youth programs, got their celebrity hosts involved to show their moves, their production teams etc to create on-air buzz and excitement.

Execution
8Quickie, Chopp! and 8 e-news invited youth to join. Celebrity freestyler judges appeared on 8TV shows to invite their fans to Bring It On. A string of 8TV celebrity hosts were hijacked to Show Their Own Moves on TV and add fuel to the fire. Special TV bugs were sprinkled inside several programs. Freestyle roadshows footages were blasted to build momentum further. Finally the Grand Finale broadcasted a breathtaking battle of ultimate cool.

Result
Youth across Malaysia moved to F&N’s rhythms. In just 4 months of campaign, Spontaneous Brand awareness grew 12% to achieve its highest since 2005. F&N grew its share in highly competitive category by 5% Year-On-Year to further extend its No.1 position lead.