Advertiser: F&N Interflavine Pte. Ltd. Brand: 100PLUS Creative Agency: Publicis Communications Malaysia Credits: Universal McCann — Chew Kagee (Senior Vice President), Chai Yen Yen (Business Director), Jacinth Lum Sin Yeh (Senior Media Planner), Chee Pei Ting (Media Planner), Cecilia Wong (Media Buyer) / Rally — Derek Tan (Executive Director), Yvonne Lau (Communication Strategist), Bryan Hoo (Senior Social Media Specialist) / F&N Interflavine Pte. Ltd. — Jenny Wong (Assistant General Manager - Marketing), Jennifer Lim (Brand Marketing Manager - Isotonic), Patricia Lee Saw Leng (Brand Manager - Isotonic), Michelle Teng Swee Naan (Assistant Brand Manager - Isotonic) / Publicis Communications Malaysia — Leon Tang (Group Account Director), Junz Tan (Senior Account Executive) / Media Twenty Four Seven Sdn. Bhd. — Dhinnesh Kumaran (Company Director)
The Olympics resulted in a mad rush by brands to sign up local athletes, including Lee Chong Wei, resulting in a humongous clutter. He was 100 PLUS’s long time ambassador, we had to find a way to break the clutter while staying true to 100 PLUS’s “Out do Yourself” commitment.
Celebrity athletes are presented in an aloof and unrelatable way, but 100 PLUS believed in celebrating their journey, spirit and personal stories making an “Out do Yourself” champion. With LCW’s upcoming wedding, we found the perfect match. Understanding that Malaysians love weddings, Media Agency recommended to bring Malaysians together in the biggest “sporting” event and we struck a social media first, the exclusivity to get Malaysia to walk down the aisle with LCW!
As the nation buzzed with wedding fever, 100 PLUS became the social wedding hub for LCW fans. Fans ‘out did themselves’ to participate in every step, from the Proposal, Wishes, Wedding dinner to the post wedding celebrations. 100 PLUS’s Twitter and Facebook handles were abuzz with exclusive contests, trivia, peeks and live video streaming of the journey throughout the nuptials as half a million Malaysians walked down the social aisle with Dato’ LCW.
Malaysia’s first social wedding saw fan growth rate increase by 617% and the campaign reached 3.41 million organically, via likes and shares. The posts were the most liked and shared in 100 PLUS’s history hence increasing fan engagement by 427%. “Brand for Me” scores increased by 6.3%.