Archives




2010 | |

Carlsberg Bringing Life to the Year of the Ox

Advertiser: Carlsberg Malaysia
Brand: Carlsberg
Creative Agency: -
Credits: Ng Hooi Leng (Business Director), Jonathan Chee (Senior Planner), Lim Pek Mei (Buyer), CP Ho (Senior Brand Executive, Naga DDB)

NEWS - Carlsberg Bringing Life to the Year of the Ox

2010 | |

Upin and Ipin Celebrate Virtual Raya

Advertiser: Telekom Malaysia
Brand: Corporate
Creative Agency: -
Credits: Susan Lim (Assistant Manager

TV - Upin and Ipin Celebrate Virtual Raya

Challenge
2009 saw a new level of aggression in the broadband market. Young Malay semi-urban families were the biggest source of new subscriptions for TM & TM needed to reinforce its ownership of this segment. These parents wanted their children to adopt hi-tech lifestyle, yet stay close to the roots.

Solution
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 naughty and fun Kampung memories. The timing was Raya and we found it a perfect occasion to bring alive TM’s role as that of a “Connector”. So we decided to take over a Special Raya episode and make TM product the gateway to Raya bonding and happiness.

Execution
3 new twists in the Twin’s tale – A TM Van spotted outside Tok Dalang’s house; a new girl at School – Susanti from Jakarta and Tok Dalang’s teenage grandson Badrol back home. On Raya evening those away from their family were sad. So, Badrol set-up the broadband and Tok Dalang Video-called his son. Susanti video-chatted with family too. Uncle Muthu checked out some Raya recipes online and Everyone had a wonderful Raya, thanks to TM!!

Results
On Raya day, it was the No.1 program amongst the Malay Kids, garnering an amazing 5.7 TVR. It captured 1.1mil total Malay viewers. Highest incremental page view of 71% was also recorded by BlueHyppo Kidz club, generating 655,159 page views and 67,888 visits to the portal within the same month.

2010 | |

Navigate Recession with Persona by Your Side

Advertiser: Proton Holdings Bhd
Brand: Persona
Creative Agency: -
Credits: Tammy Lim (Associate Director)

NEWS - Navigate Recession with Persona by Your Side

Challenge
The typical calculative Chinese purchasers only consider Proton’s car for its functional and affordable values. It is difficult to push Proton’s higher range, as this affordable segment would prefer a Japanese car. Persona GPS which is in the mid-tier range faces difficulty penetrating the Chinese, especially in this economic down-turn.

Solution
To drive relevance, we bring to life our unique high value feature – GPS by engaging with two top activities closest to the family hearts – travel and food. In the backdrop of recession, we showcase a series of family “value for money” travel and foods trips adventure with Jack Lim [MY FM’s top celebrity DJ]. GPS navigates them throughout these new quality family time explorations.

Execution
An advertorial series on Jack Lim’s best value for money for family outing and good food was featured in 4 major Chinese titles. It recommended a variety of interesting local non-commercialized destinations using the GPS coordination. Other key USPs of Persona like space, comfort, safety, fuel efficiency plus ride and handling was cleverly weaved into the content when Jack takes his family out for a holiday.

Result
Total campaign reached an estimated 84% of the Chinese market. In a declining sales segment, Proton had grown their Chinese share by 9%.

 

2010 | |

Outdo Yourself This Chinese New Year with 100PLUS

Advertiser: F&N Interflavine Pte Ltd
Brand: 100PLUS
Creative Agency: -
Credits: Chew Kagee (General Manager), Chai Yen Yen (Associate Director), 
Lorraine Tan (Senior Brand Manager, F&N Interflavine 
Pte Ltd), Ooi Jin Yen 
(Assistant Brand Manager, F&N Interflavine Pte Ltd), Michelle Goh (Associate Director, Bates 141)

NEWS - Outdo Yourself This Chinese New Year with 100PLUS

Challenge
As market leader in the soft drinks category, 100PLUS is known for its functional benefits. However, it lacks the emotional connection of Asian Drinks than other soft drinks during Chinese New Year. We needed to be different as we saw hundreds of CNY ads – all of them look-alike from everyone.

Solution
CNY is a time to reconcile, forget grudges and wish happiness to everyone. This is when home mail-boxes, emails and sms-es are rife with greetings received or sent to friends and families. We decided to take CNY greetings to greater heights, infusing ‘Outdo Yourself’ spirit to herald the new lunar year. By giving consumers the opportunity to wish their loved ones on national Press, we were able to stand out from the CNY advertising clutter.

Execution
With Sin Chew, the biggest Chinese Daily in Malaysia, we asked readers to submit ‘Outdo Yourself’ CNY greetings with pictures of themselves posing with 100PLUS to win Angpows and to appear in national Press. Everyday for 2 weeks before CNY, we published the winning entries which coincided with the peak CNY purchase period. On the 1st day of CNY, a collage of the 55 ‘Outdo Yourself’ CNY greetings were presented as 1 grand, CNY greeting.

Result
Reached 530,000+ core Chinese targets. Achieved highest Spontaneous Brand Awareness vs competitors, growing by 22% vs last CNY. Sales grew by 15%. (Source: Nielsen Retail Audit, TNS Brand Health Track.)

2010 | |

Fashion Forward with Celcom

Advertiser: Celcom Mobile Sdn Bhd
Brand: Celcom Exec
Creative Agency: -
Credits: Liew Soo Ken (Senior Planning Director), Leong Yew Fei (Media Group Head)

NEWS - Fashion Forward with Celcom

Challenge
April to July is a low usage period, with no festivals or holidays. Celcom needed to address the issue and increase usage during this period. At the same time, they wanted to be different from the competition. The task was to increase usage yet appeal to consumers like never before.

Solution
Women love Hollywood: the gossip, fashion and style icons. To appeal to these celebrity-crazed females, Celcom turned fashion forward by tying up with New York handbag brand, BE&D. Newspaper was the key medium used to introduce the female PMEB target to the brand and its availability at Shuz’s shop in KLCC. A contest was executed were subscribers need to make calls during off peak hours to be in the running to win the bag.

Execution
Creative buys were employed in the fashion section of The Star, a key English daily. Promo messages, ad placements and editorials ran for three months in the fashion pages where women seek style advice. Blurbs featuring the 5 most wanted BE&D bags were introduced weekly in fashion, trends and the female supplement, Clove. All this came with a call-for-action message to participate, giving them a chance to win a stylish BE&D handbag.

Results
As BE&D handbags are used by Sarah Jessica-Parker, Eva Longoria, etc, the campaign became the talk of the town. It stood out because Celcom is now also associated with fashion. Postpaid talktime increased by 5% and approximately 1 million entries were received per month for three consecutive months.