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Objective & Challenge
Listerine sales whilst growing yearly, it is still a far cry compared to toothpaste sales. A study by the Ministry of Health revealed that 75% of Malaysians are unaware of the need of good oral health. In fact, our education system primarily focuses on teaching brushing alone as a dental care routine during primary school. We needed to transform the public’s perception and understanding of oral health, allowing them to realize that brushing teeth alone is insufficient. To achieve that, we had to find an occasion and platform that will inspire behavior change and encourage Malaysians to embrace the power of Listerine mouthwash as an integral part of oral hygiene.

Insight & Strategy
Cultural customs and beliefs is an important aspect during the Chinese New Year season. Actions like negative talk, arguing & fighting, taking medication during the first few days of Chinese New Year and breaking things are considered inauspicious. Instead, traditions like spring cleaning is believed to invite prosperity and good luck. Building on this insight, we decided to draw parallels between the cherished tradition of spring cleaning and the invigorating power of Listerine mouthwash sweeping away germs for a fresh start to the year ahead. The campaign tagline “SwishAwaySuay” was introduced and aimed to swish away bad luck – ‘suay’, translating to bad luck in the Hokkien dialect, also representing the germs in the mouth. Amidst the surge of online shopping during Chinese New Year, our campaign took center stage on a thriving ecommerce platform, aligning perfectly with the evolving consumer behaviour who prefer the convenience of online shopping.

Execution
Oral health is a boring topic. And we wanted to stay away from the typical, serious, white coat approach where a dentist will give advice on how to maintain proper oral health. So instead of serious, we went with Humour. And instead of a white coat, we went with one of Malaysia’s leading Influencer, SoImJenn (915K followers on Facebook, 543K followers on Instagram, and 90.3K subscribers on YouTube). But not SoImJenn exactly, it was her alterego, AuntieSiow. AuntieSiow is undoubtedly Malaysia’s favourite Auntie traditional in mindset yet outspoken, nosy and superstitious. But generally wellmeaning. That made her the perfect fit to share her wisdom on how Malaysians could ‘SwishAwaySuay’. #SwishAwaySuay campaign was executed with the aim of boosting the online sales with festive trigger through the Ecommerce platform, Shopee the top performing ecomm channel for Listerine. Awareness The campaign began by releasing the main video on Listerine and AuntieSiow’s social media pages to build awareness towards SwishAwaySuay. The video was then sliced into video snippets to create high reach & frequency video ads to run across Meta, TikTok, YouTube and OTT, directing traffic to Shopee page. Engagement Beyond the video content that drives traffic to Shopee page, we organized a livestream on the Shopee Malaysia platform. The livestream features the dynamic duo of AuntieSiow and Dr.Kayla, a prominent dentist influencer with strong online presence of 85.3K on Instagram. Her influence extended far and wide, even earning her a spot on TedX. Dr.Kayla has been working with Listerine in the past, which has shown great results and audience reactions in the previous collaborations, making her a great choice for this campaign. To generate excitement and engagement, we strategically utilized Listerine’s social media platforms to share announcement posts to encourage participation, while AuntieSiow and Dr.Kayla actively promoted the event on their respective pages. In addition to social media postings, AuntieSiow utilized Instagram stories to remind her followers about the Listerine Shopee Live event. The livestream served as a great platform to push for sales, but beyond that, it was also an educational platform. AuntieSiow and Dr.Kayla funny banter and chemistry engaged live audiences with valuable information about mouthwash usage instructions, benefits, and oral care tips. For example, AuntieSiow relates that even though she taught her kids to brush their teeth with the famous teeth brushing nursery rhymes “bangun pagi, gosok gigi”, her kids still have bad breath. Dr.Kayla then explains in a professional yet layman’s way that mouth rinsing should be part of the oral health routine to keep bad breath away. During the livestream, contest giveaways were conducted, rewarding the first participants to answer questions such as ‘What are the 3 steps for complete oral care’ with Listerine product for trial. Conversion The livestream presented users with the opportunity to obtain Shopee vouchers, unlocking exclusive discounts and promotional offers on Listerine products. User were redirected to the specific brand page by clicking the product catalogue that showcased as an icon within the livestream. This allowed users to access the product page seamlessly without leaving the livestream and make direct purchases within the livestream environment. As there could be people who missed out the livestream, we also deployed 2 different targeting approach of CollaborativePerformanceAdvertisingSolutions campaign to push sales. 1)Prospecting: Since it’s CNY, we skewed towards Chinese audience and optimize the campaign towards Listerine Shopee Page views conversion. 2)Retargeting: There could be people who added to cart but did not make a purchased during livestream, we deployed retargeting strategy from 2 of the most potential pool of audience (Prospecting + Livestream), utilizing retargeting option of those who had viewed or added to cart but not purchased for the last 180 days.

Effectiveness
The SwishAwaySuay campaign media execution resulted in high brand sales and amplified the campaign’s impact. 1. Total brand sales grew +4.4% vs last CNY, whilst Total Care variant grew by +8%. At the same time both total Listerine & Total Care variant achieved the highest sales compared to the previous 6 months. 2. Shopee Ecommerce platform sales achieved +169% and product view +386% compared to other campaigns throughout the year, which also recorded highest view in Jan 2023. For campaign media metrics: 1. Overall campaign achieved 35.5 mil Impressions & 16.5 mil Views with 48% VTR. 2. #SwishAwaySuay main video (4min 30s) on YouTube achieved a high VTR of 61%. 3. On Facebook CPAS ad, addtocart achieved +101% & purchases showed increased +100% versus last year’s CNY campaign

Objective & Challenge
The 2023 all-new VIOS holds immense significance for UMW Toyota, representing one of the most crucial models in our lineup. Within the highly competitive b-segment category, Honda City has maintained a dominant position, primarily attributed to its stylish and perceived “premium” image. While the VIOS has consistently enjoyed a reputation for reliability and trustworthiness, it has struggled to generate the same level of excitement and positive sentiments as its rival, the Honda City. In response to this challenge, our objective was to enhance the market sentiment surrounding the all-new VIOS. With the official launch imminent, our aim was to shift the spotlight entirely onto this upcoming model, diverting attention away from our archenemy, Honda. By creating a compelling narrative and capturing the interest of our target audience, we sought to establish VIOS as a formidable contender in the market, capable of captivating hearts and minds.

Insight & Strategy
The automotive landscape in Malaysia has witnessed a phenomenon where overeager automotive portals often spoil the novelty and excitement surrounding new car model launches. These portals frequently expose upcoming models through unflattering images or rumored specifications, leading potential buyers to form premature conclusions influenced by keyboard warriors and their comments. Consequently, a traditional teaser campaign alone would no longer be as effective, given that the market is already aware of the imminent arrival of the car, courtesy of these publishers. For the all-new VIOS to achieve the desired success, Toyota must regain control over the narrative and information circulating online. To address this challenge, we have devised a strategic approach that capitalizes on the power of seeders. Through a carefully orchestrated leak, we disseminate curated photos and intentional narratives across key social media platforms, fostering curiosity and excitement among mass audiences. By making the all-new VIOS the positive talk of the town, we aim to generate substantial anticipation and ensure that the brand remains at the forefront of online conversations.

Execution
To ensure the success of our campaign, it is imperative that we approach the steps in a methodical manner, carefully engineering each phase: Step 1: Igniting the Spark with the Right KOL with a Cheeky Branded Unbranded Post A crucial ingredient for a successful viral campaign is having the right “pull factors” in place. This involves identifying the ideal Key Opinion Leader (KOL) who can ignite the initial momentum for the VIOS. By collaborating with renowned local KOL, Sean Lee, as part of our branded content, we can leverage his influence and followers to create a network effect. We designed and developed specific visuals featuring a teased VIOS with Sean Lee in a behind-the-scenes shot. The material cleverly balances being both branded and unbranded, effectively countering any unflattering images previously circulating on the internet. This teaser showcases the all-new VIOS in a different light, emphasizing its premium, stylish, and alluring qualities. Sean Lee uploaded these photos on his personal Instagram for a limited time, providing his fans, followers, and our seeders with an opportunity to capture and share the teaser post. Step 2: Building Momentum and Crafting Compelling Narratives To proactively address potential concerns about a higher price tag, we must establish a narrative and communication tone right from the start. In collaboration with individual seeders, we customized the captured teaser posts by adding their own commentary. Their task is to highlight the strengths of the VIOS and its intended premium positioning by drawing comparisons to other luxury brands. By creating disbelief in all languages, each seeder will add their own unique touch, such as captions like, “That’s a sleek sportsback, is that a new BMW?” or “What is this? Lexus or Vios?” This approach will generate intrigue and interest among audiences, setting the stage for the upcoming launch. Step 3: Creating a Network Effect through Social Community Seeding The engineered teaser posts were shared and reshared by selected micro KOLs on Instagram and XiaoHongShu, as well as seeded into top Facebook communities beyond the typical automotive circles. While the visual content remains the same, each seeder personalized the copywriting angle to create a sensation and add their own flavor, captivating their followers and generating excitement. These seeded posts took on a life of their own, growing organically and eventually being picked up and amplified by automotive publishers, further extending the reach and impact of the campaign.

Effectiveness
Within 48 hours, our unconventional teaser campaign achieved remarkable results, reaching an audience of 4,163,379, which accounts for 23.2% of the total group followers. Comparatively, the average organic reach of a Facebook post is only 5.2% (1) of the total followers. However, our campaign exceeded expectations, achieving 4.5x the norm by effectively seeding into external communities. Additionally, through Google Search Trend (2) data, we successfully surpassed Honda City in search interest, a significant accomplishment considering the City’s historical dominance in this area. Moreover, our campaign generated a remarkable 5.3-point increase in positive buzz for the all-new VIOS compared to Honda, marking the highest difference observed in the past year (3). This positive sentiment lasted for three weeks, building anticipation until the official launch. The success of our seeding campaign also caught the attention of top automotive portals, resulting in free coverage for the all-new VIOS and an outstanding media ROI of 7.8x. In total, the campaign generated 51 additional postings and articles from esteemed automotive portals and media news sites, contributing to an extra 30% earned reach. Prominent platforms such as Carlist, Autobuzz, Paul Tan, Gags Malaysia, Oh Media, and many others joined in generating excitement within the category. Source: 1. Hootsuite: https://blog.hootsuite.com/organic-reach-declining/ 2. Google Search Trends 3. YouGov Buzz Metrics 1st Jan – 1st April 2023 4. VIOS Seeders Post Campaign Report These impressive outcomes have set the stage brilliantly for the highly anticipated debut of the all-new VIOS, paving the way for its successful launch.

Objective & Challenge
When it comes to OTT services, Netflix is the leader in the market, but other OTT players are also catching up. Key players such as Viu & iQiyi have started to ramp up their offerings, adding originals into the mix. Disney+ is also breaking into the market through a partnership with Astro. With ample choices, there is no loyalty when it comes to OTT subscriptions. Consumers are drawn in by the library of content and the cheapest subscription packages. Especially with the no-frills-attached subscription model which allows cancellation at anytime, OTT players are constantly fighting to stay engaged with their subscribers. This meant that Netflix had to stay ahead of their game to win against competitors by amping up and strengthening their dominance.

Insight & Strategy
Original titles have always been the key strength of Netflix’s offerings. StrangerThings4, a flagship Originals title, is in the line up to drop right after the Raya festival which meant that we needed to cut through Malaysia’s biggest festive clutter to drive attention. StrangerThings is an American science-fiction horror series set in the 1980s in a small town called Hawkins. The premise of the plot revolves around how researchers at Hawkins National Laboratory opened a rift to the “Upside Down,” an alternate dimension that reflects the real world. After the abduction of Will Byers, his family and group of friends started to investigate his disappearance, which led them towards the alternate dimension, TheUpsideDown. To compete against an iconic festive, we knew we had to create something big to break the clutter. We anticipated high traffic out of town for the Raya celebration, leaving KL empty. There we saw the opportunity to surprise KL-aites when they are back from Raya break with the ultimate surprise. Leveraging on the key premise of the series, we decided to take the bull by its horns by turning KL UpsideDown giving rise to ‘All Roads Lead to TheUpsideDown in KL!’

Execution
Leading to global release, our campaign strided over 3 phases: 1) Save the Date: We spoofed Malaysia’s most famous Ramadan ad, the ‘YusufTaiyoob’ whisper, and changed it to ‘Save The Date’ leveraging on the same VO talent as the iconic ad, surprising many Malaysians! The clip was seeded in high reach mediums, native formats across key social channels. 2) Amplify the Hype: Then we started to unveil what UpsideDown would bring and started by invading the longest running and top entertainment programme in the country – Melodi. On the last weekend prior to the launch, we turned Melodi’s set ‘UpsideDown’ shocking viewers! Melodi’s host and guest artist, NabilaHuda and AndiBernadee, both role played as main characters, narrating and telling viewers what to expect in the coming week. We further amplified the buzz on SAYS (a top entertainment portal for the latest updates and news) and collaborated with none other than LynHui,a local upcoming artist who’s famous for being obsessed with StrangerThings! Together with the publisher, we created an immersive article with rich, hand drawn visuals reliving iconic scenes from Season1-Season4. Bringing viewers to a climax, we disclosed that KL’s rift to UpsideDown will also be opened. We had readers uncode a flippable map to reveal how KLTower and KwaiChaiHong would be turned upside down! 3) KL turned UpsideDown: in a way KL-aites have never seen before a) KL Tower – A landmark in Kuala Lumpur measuring at 1,381 feet, located at the golden triangle. KLTower projected its first-ever light and sound projection in 27 years featuring the rift opening up in the heart of KL. KLTower served as a canvas for the UpsideDown. Upon sundown the projection unveiled teasing scenes from the third and fourth seasons, unleashing monstrosities that had been lying in wait in the Upside Down. Alongside, there were also photo opportunities on the lawn featuring the StrangerThings4 sign with vibrant neon lights, a recreation of the mysterious Creel House and the house’s ominous grandfather clock, driving organic content creation on social media. b) KwaiChaiHong aka GhostAlley in China Town – located in one of the oldest parts of KualaLumpur that is rich in culture and famous for its urban legend, which befits the mysterious world of StrangerThings. At the entrance, we installed a mural installation created by Melaka-born artist Amir Andhar. Depicting the series, the mural is sectioned into different “rooms” inspired by key moments from the past seasons to draw interest towards the new season. The journey continued into the heritage alley, featuring the iconic Christmas lights from Season1. We also dressed up alleys with alien vines and had it crawled through the whole of GhostAlley, mirroring TheUpsideDown invasion. Finally, we unveiled Vecna, the powerful perpetrator of Season4 at the end of the alley for fans to recreate the iconic moment in TheUpsideDown from the series! The on-ground attracted heaps of attention that even celebrity cosplayed as characters of StrangerThings to come and explore the invasion!

Effectiveness
The guerilla-style media tactics and UpsideDown takeover were extremely successful in generating earned media and interest in Netflix as a content brand. – StrangerThings4 became the No. 1 title in Malaysia and tops Google Search Trend in Malaysia during the launch week. – The Melodi invasion garnered 2.4mil reach, while 76k fans got their season recap via the immersive article. – 2,150 visitors visited KLTower for an opportunity to witness the projection, leading to the closure of KLTower gates for crowd control. – There’s 56,500 attendance to KwaiChaiHong, an increased of 2x over weekdays and 3x during weekdays as compared to usual days. – The campaign garnered 112mil impression, 18mil views and 223k engagement across all StrangerThings4 assets. Based on DigiMind Report, there is an increase of +15% YoY social conversations Vs KPI of 10% (9/5 – 6/6): – 5.4M estimated reach, 2.5M social interactions, 8.3K mentions. – #strangerthings4 hashtag trended on Twitter for 10 days in Malaysia.

Objective & Challenge
Coway, the life care company, which makes home appliances and healthcare products, was the market leader in water purifiers. While also growing its presence in air purifiers and mattress care, Coway was under pressure with new competition like SK Magic entering the market and investing heavily. Simultaneously, existing competitors like Cuckoo, LG, Dyson and Panasonic were offering new improved products, stealing their market share. As the pandemic continued, consumers were spending more to improve their homes. Hence the market potential was significant. This is also why the category’s total ad spend had doubled within 1 year, as the new competitors spent more across more product categories, blurring the boundaries between different brands in the minds of consumers. Coway needed to defend its brand imagery and market share. Coway Run is an annual running event organized by Coway for 7 years consecutively, and virtually during the pandemic. The run promotes health and fitness while raising awareness about the company, its products, and environmental sustainability. To distinguish itself from competitors, and to create better Top of Mind in 2022, Coway Run was conceptualised, and intended to be a 100% physical run where it ties in a Korean-theme festival to engage with the runners and their families, creating longer dwelling time between the brand and the consumers. The event is also in line with Coway’s mission to change lives by upholding greater well-being.

Insight & Strategy
Although Malaysia had moved into endemic era in April ‘22, market insights told us: • 40% of respondents felt it unsafe to gather for large group activities, even though government had allowed events. • With runs in Malaysia being a family activity, safety concerns needed to be listened to. Furthermore, most runs were functional: could we find ways to make this run emotionally connect? • As a life care company, consumers expected Coway to do more, ensuring safety and sustainability • Strong competition from multiple brands organizing runs: AIA, CIMB, IJM, Standard Chartered etc. On average, there were 3-4 runs every month: we needed to STAND OUT from the clutter WE FOCUSED ON 3 SPECIFIC AUDIENCES BASED ON PSYCHOGRAPHICS AND RUNNING HABITS Serious Experienced Runners Motivated by: Prize money, location and course Reached through: eeding Running clubs and groups, nutrition pages etc Casual Runners Motivated by: Activities like art, NFTs etc, Virtual training Unique features along the running course Reached through: Social media ads First time runners Motivated by: Encourage participation, Korean themed street games and prizes that everyone can win (not just the fast runners!) Reached through: social media ads, with different (non running) targeting THE BIG IDEA To stand out, and to provide safety to participants, Coway pivoted its Coway Run and introduced a hybrid model for 2022: consisting of a virtual run alongside physical run, the first ever in its 7 years history Themed UNITE TO CREATE, Coway’s Run would redefine running events! Differentiators to make our hybrid event stand out • Sustainability partnerships and family activities • Virtual running • Co-created art NFTs & auction

Execution
We created a unique experience for VIRTUAL+ON GROUND RUNNERS: Social Media Content with influencers to get casual runners involved Giant Tunnels allowing runners to experience: o Wind Tunnel : cueing Coway’s Air Purifier o Water Sprinkler Tunnel : cueing Coway’s Water Purifier, while beating the heat o Mist Tunnel K-Festival with games – reminding Coway as a Korean company offering superior home solution products, with game stations and prizes to engage. NFT Exhibition – support local artists affected by pandemic, including auction Coway’s product booths: sales leads generation Food truck and giant Coway Water Purifier, encouraging runners to hydrate Coway’s ambassador Mira Filzah, graced the event To allow virtual runners to also experience: o Co-creation of giant piece of art : runners form their own virtual trail using any fitness app with GPS, the most unique creations will be turned into NFT artworks. o a special virtual badge for every 5km ran for virtual runners, shareable on social media Media to acquire runners Social ads generate ticket sales, but we needed to reduce acquisition cost. While partnering with famous running communities for ticket sales, acquisition platforms deployed were: • Influencer posts • FB IG with conversion objective • Google Performance Max • Static ads help drove volume, while video help drove consideration Targeting 1. Prospecting – we identified three groups of Runners, and targeted differently • Serious runners : Ultra Marathon, Marathon, who wanted to maintain their stamina. Target them for 10km distance. • Casual runners : neighbourhood and park joggers. Target them for 5km and 10km. • First-timer : run for fun, health-enthusiasts. Target for 5km fun run. • Added new segment : gadget and mobile related interests to reach virtual runners (run timed using running app Strava) 2. Custom Audience : re-targeting previous runners 3. Lookalike Audience : prospecting using past years runners’ profile Creative: Aggressive A/B testing : a. 150 ad copies tested in 2 months, from Super Early Bird sales to generic ticketing b. Creative targeting serious runners vs lifestyle runners, Virtual Runners vs Physical Runs

Effectiveness
Amazing Results drove business and brand metrics 1. Campaign performance : 1. Reduced acquisition cost by 63%, 40% more tickets sold via online 2. A good ⅓ runners participated virtual event, indicating our campaign pivoting strategy is matching consumers’ interest. 3. Users spend up to 5min on microsite to run through the event details, which is doubled the industry’s 2min average 2. Campaign ROI at 10x, the best ever 3. Participants quality : 1. Dwelling time : 5am to 12nn, a good 7 hours where Coway interacts with runners & families 2. 65% first time runners, bringing new brand engagement, sales opportunity for Coway 3. Virtual runners made up 30% runners, mostly from outside the Klang Valley, providing new opportunities for Coway. PR value >RM 3 million, coverage in 130 publications and TV news, further 50,000 social media contents generated by runners! Best result: Sales leads exceeded KPI and historical record, by 50%!