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Challenge
During World Cup 2010 season, brands’ share of voice drowned out, media space becomes cluttered, high volume of advertisers’ promotions. Maxis and Celcom, both had huge investments in mainstream media channels, which stood to hurt and drown out DiGi’s share of voice during period.

Solution
This matchless idea broke away from the traditional use of media channels, thus created new real estate ‘radio-in-a-billboard’. Coupled with mobile and
WOM to promote the first of its kind “live-in” billboard that housed Hitz.fm’s Morning Crew DJs. For 50 hours straight the DJs had to live, breathe,
eat, talk, and sleep in the billboard. Not allowed
to leave their temporary home, the DJs could only
focus on the competition, WC2010 broadcast, and DiGi’s promotions.

Execution
Capitalized on both DJs’ huge following plus strategically located outside Pavilion KL, the ‘live-in’ billboard attracted huge attention. DiGi imposed a challenge for JJ (footie fanatic) to educate Ean (basketball jock) on all things football during the 50-hour bootcamp. Ean was required to answer at least 50% of questions correctly submitted by radio listeners from calls or SMSes. Failing to do so, Ean would have to stay another 24 hours in the billboard.

Results
• In two weeks, campaign attracted 1,000,000+ listeners per week on Hitz.fm
• 5000+ people attended the launch event in the span of 3 days
• 1000+ sms were received providing football trivia questions to DJ Ean
• Captured by 4500+ bloggers with 3.6 million+ followers, valued over MYR9 million

Challenge
With weight-loss promises a dime a dozen, it’s tough for companies claiming weight-loss benefits. Impatient consumers also don’t stay loyal to products when they don’t quickly achieve the desired results. We’re challenged to credibly communicate and demonstrate Fitnesse’s weight-loss performance when a consumer stays loyal to Fitnesse for 14 days.

Solution
To showcase Fitnesse’s long-term benefits, we partnered with “The Biggest Loser Asia” (TBLA), a hit reality show that helps real people achieve permanent, healthy weight loss in a competitive environment. Not satisfied with just a plain sponsorship, we worked with Diva Universal to continuously incorporate in-show product placements and usage that demonstrate Fitnesse’s integral role to help contestants lose weight. We even got trainer endorsements! TV vignettes focusing on Fitnesse’s key benefits supplemented overall communication.

Execution
Heavy TV promos were aired to build anticipation for TBLA. When TBLA was aired, we launched branded TV vignettes and Fitnesse TVCs, educating audiences on its wholegrain benefits. Fitnesse’s product was seamlessly integrated right throughout the show. When viewership peaked during the season’s second half, we integrated critical endorsements from trainers and contestants. Through clever negotiations with DIVA, we leveraged TBLA hype on Fitnesse in-store and on-pack materials, making it seem like TBLA endorses Fitnesse!

Results
As one of Diva’s top rated shows, TBLA reached 1.2 million females, achieving 5 times ROI in benefits for Fitnesse. By December, Fitnesse achieved its highest market share of 34% (Nielsen Retail Audit), hitting annual sales target by November for the first time, with stock orders needed for December’s demand.

Challenge
Nippon Paint strives to be as sustainable as possible. More importantly, sustainability is a way of life – one that is adopted very early on and to have a bearing on improved livability. ‘Better Living’ being our goal. But how can a paint company preach about being environmentally responsible?
Solution
We recognise that the generation of today lives & breathes connections. They have evolved from just being a ME generation to that of WE. Underpinned to this is the growing need to contribute to a greater good. Conversely, this motivates their choice of companies and brands too. Galvanizing the support of teachers, we used schools as a platform to spread the word on sustainable living for better living.

Execution
Each school had to conceptualise their interpretation of how they (together with Nippon Paint) are responsible for our Earth. And the interpretation is translated into a mural, which must incorporate an environmental message to serve as a daily reminder. Word of mouth began to spread about the student-initiated murals, in addition to the coverage done by Nanyang newspaper as well as a series of TV documentaries in Astro AEC.

Results
Murals served to remind our students about
their responsibility to Mother Earth, it also
became Nippon Paint’s “billboards”. Total
publicity generated from press and TV amounted
to more than RM1.3million. And if we were to
pay for a billboard in each community, it would
have translated to RM360,000 in total!