Archives




2018 | |

Goodbye goodbuy

Advertiser: Mudah.my Sdn Bhd
Brand: Mudah.my
Creative Agency: -
Credits: -

The Challenges
For 9 years Mudah had been the largest online marketplace in Malaysia. With the influx of hordes of shiny, social features enabled look-alikes (such as Carousell, Shopee etc) ,Mudah started losing the Millennial segment and retained only the mature males. To restore leadership, we had to win back the love of the millennials.

Insight, Strategy and the Idea
• Millennials engaged 3X more with listings of smaller personal items such as electronics & hobbies than our trump cards of cars. Why? • They are far from transactional when it comes to personal items. When they purchase a personal item they build an intimate relationship with it, precisely why they hold stories of their good buys close to their heart. They get so attached to these good buys over time that when the sentimental moment of parting is near, they hope that their good buy will be safe and warm in someone else’s ownership. We set out to comfort and assure Millennials that we would stand by them in their difficult and emotional journey of bidding goodbye to their goodbuys on Mudah. Introducing Goodbye Goodbuy.

Media Execution
Sparking conversations on good buys : We crafted a video of an emotional break-up story of a robot toy and a teenage boy. Using 8 influencers, we seeded it online prior to Raya when buying & selling are at its peak, igniting chatter. Bidding Goodbyes : Video viewers were directed to a microsite to write break-up letters to their good buys.They could choose from 50 templates, which would be turned into actual seller listings on Mudah. We further prompted audiences to explore the listings through display ads.

Results and Effectiveness
With 600K breakup letters, the campaign drove a 70% surge in seller listings,exceeding the listings target by 6 times! Brand buzz shot up by 85% and our affinity scores amongst Millennials improved by 55%.

2018 | |

If you want them to buy,ask them to sell

Advertiser: Mudah.my Sdn Bhd
Brand: Mudah.my
Creative Agency: -
Credits: -

The Challenges
Mudah.my is Malaysia’s largest online marketplace, however, it is often perceived to be just a second hand marketplace, which is something the Chinese tend to avoid during CNY. What the brand was up against was not just a perception but a cultural taboo. How do we then build affinity with the Chinese during this festive period?

Insight, Strategy and the Idea
Immersing ourselves into Chinese culture, we discovered that CNY was obviously the season for buying. However CNY was also the time for cleansing – a time to sweep out bad luck and usher in prosperity So was born the radical idea – in the season of buying, focus on selling. It was certain that if we can get the Chinese to sell on Mudah, buying would be their next natural move. So, when every brand across every category screamed to the Chinese to ‘buy’ – Mudah stood out by choosing to encourage the Chinese ‘to sell’. Introducing, ‘HoEeKi’ (literally Let It Go)

Media Execution
#1 Kindling conversations We turned HoEeKi into a movement, delivered through a funny video with catchy music, reminding people to let go of their old items. Tasking media to deliver maximum frequency, we conquered the web via Google, Facebook & Programmatic buys. We also worked with RojakLah & TanTan building shareable articles. #2 Nudge Selling Contextually, we conquered all product categories that the Chinese were likely to buy through an extensive performance campaign, and urged them to sell. So when people searched for cheongsam, we told them to sell their old one that they no longer fit into and make way for prosperity.

Results and Effectiveness
People HoEeKi-ed : • Mudah witnessed a 213% increase in ‘value for money’ evaluation • Listings surged by 7% (Vs the average 1.7%) • 10% gain in Chinese visitors & • 40% increase in intent to use Mudah • The HoEeKi video amassed 5Mn views

2019 | |

Anything’s Better With Golden Egg Crunch – Even Ad Breaks!

Advertiser: QSR Stores Sdn Bhd
Brand: KFC
Creative Agency: -
Credits: -

The Challenges
Come 2018 ChineseNewYear (CNY), KFC launched it’s very own salted egg yolk infused chicken: the Golden Egg Crunch (GEC). However, we were just one among 24 food brands riding the salted egg wave. We set out with the ambitious goal to sell out the GEC in 8 weeks, smack in the middle of the most cluttered advertising season. A sellout goal demanded an unapologetically high TOM, which meant investing in TV. With brands going ballistic on TV during CNY, even if we wanted to, we couldn’t afford to outshout.

Insight, Strategy and the Idea
We chose to ‘Outsmart and not Outspend’. Studying TV viewing behaviours, we discovered that 87% of TV viewers browse their mobile as they watch TV. What if we used technology to bridge digital and TV to create a simultaneous experience? What if we could use on the fly creativity to deliver a brand message on digital that is connected to what’s playing on TV at the same time? Using second screen sync technology, we set out to hijack ads of other brands that were advertising heavily on TV during the CNY period. The Idea: Cross screen hijack done right, with the right content!

Media Execution
THE IMPACT PLAN ON TV: 1. We predicted 20 ads that would be popular this CNY, by econometrically modelling 10 years of CNY commercials and understanding patterns on budgeting, reach and social conversations. 2. We singled out the memorable part of each of the 20 ads via an algorithm. 3. Using that we created 20 KFC parody videos, each mimicking the popular 20 ads with a GEC twist. 4. Leveraging on TV sync technology when the popular 20 ads aired on TV, KFC parody videos were activated on mobile. Example: when the Panadol ad played on TV, we deployed a Panadol lookalike video on mobile promoting the GEC, all in real time. We topped up the cross screen hijack with a strong SUSTENANCE PLAN on OOH & RADIO. We bought into 13 large OOH sites nationwide and plastered it with visuals of the GEC and the price, simple! On Radio, we operated on a high frequency with spot buys into 14 stations on Astro, Media Prima and RTM across 4 languages,all calling out the GEC.

Results and Effectiveness
The GEC sold out in 6 weeks (against the targeted 8 weeks), delivering a 38% sales lift. Visits to KFC increased by 2% when category eating out dropped by 5%. KFC achieved the highest brand awareness score in 2 years,12 points ahead of the competition. Our hijack captured 4 million video views, it would have cost us 1260% more with just TV. Our OOH sites reached 43 million people and on radio we delivered 10.6 mil reach. The icing: McDonald’s even responded to our stunt driving even more noise. In all, we garnered RM286,000 in earned media even getting picked up by the likes of Contagious. All in all, one finger lickin’ good campaign!

2019 | |

Everything’s Better with the KFC Golden Egg Crunch – even Ad Breaks

Advertiser: QSR Stores Sdn Bhd
Brand: KFC
Creative Agency: -
Credits: -

The Challenges
Come 2018 Chinese New Year (CNY), KFC launched its very own salted egg yolk infused chicken, the Golden Egg Crunch (GEC). However, we were just one among 24 food brands riding the salted egg wave. We set out with the ambitious goal to sell out GEC in 8 weeks in the middle of the most cluttered season.

Insight, Strategy and the Idea
A sellout goal demanded an unapologetically high TOM, which meant investing in TV. However, CNY is the season when the fast food category goes ballistic on media. 2017 recorded +377% increase in adspends! We chose to ‘Outsmart and not Outspend’. Aha: 87% of TV viewers browse their devices as they watch TV. What if we used technology to bridge digital and TV & create a simultaneous experience? What if we delivered a brand message on digital that is connected to what’s playing on TV at the same time? Idea: Cross screen hijack done right, with the right content!

Media Execution
1. We predicted 20 ads that would be popular, by econometrically modelling 10 years of CNY commercials and understanding patterns on budgeting, reach and social conversations.
2. We singled out the memorable part of each of the 20 ads via an algorithm.
3. We created 20 KFC parody videos, each mimicking the popular 20 ads with a GEC twist.
4. Leveraging on TV sync technology when the popular 20 TVCs aired, KFC parody videos were activated on mobile. Example: when Panadol ads played on TV, we deployed Panadol lookalike video on mobile promoting the GEC in real time.

Results and Effectiveness
The GEC sold out in 6 weeks, delivering a 38% sales lift. Visits to KFC increased by 2%, when eating out dropped by 5%. Captured 4 million video views that would have cost 1260% more with just TV. McDonald’s responded to our stunt driving even more noise.

2019 | |

The Only Everything’s Better with the KFC Golden Egg Crunch – even Ad Breaks

Advertiser: QSR Stores Sdn Bhd
Brand: KFC
Creative Agency: -
Credits: -

The Challenges
Come 2018 Chinese New Year (CNY), KFC launched its very own salted egg yolk infused chicken, the Golden Egg Crunch (GEC). However, we were just one among 24 food brands riding the salted egg wave. We set out with the ambitious goal to sell out GEC in 8 weeks in the middle of the most cluttered season.

Insight, Strategy and the Idea
A sellout goal demanded an unapologetically high TOM, which meant investing in TV. However, CNY is the season when the fast food category goes ballistic on media. 2017 recorded +377% increase in ad spends! We chose to ‘Outsmart and not Outspend’. Aha: 87% of TV viewers browse their devices as they watch TV. What if we used technology to bridge digital and TV & create a simultaneous experience? What if we delivered a brand message on digital that is connected to what’s playing on TV at the same time? Idea: Cross screen hijack done right, with the right content!

Media Execution
1. We predicted 20 ads that would be popular, by econometrically modeling 10 years of CNY commercials and understanding patterns on budgeting, reach and social conversations.
2. We singled out the memorable part of each of the 20 ads via an algorithm.
3. We created 20 KFC parody videos, each mimicking the popular 20 ads with a GEC twist.
4. Leveraging on TV sync technology when the popular 20 TVCs aired, KFC parody videos were activated on mobile. Example: when Panadol ads played on TV, we deployed Panadol lookalike video on mobile promoting the GEC in real time.

Results and Effectiveness
The GEC sold out in 6 weeks, delivering a 38% sales lift. 2. Visits to KFC increased by 2% when eating out dropped by 5%. 3. Captured 4 million video views that would have cost 1260% more with just TV. 4. McDonald’s responded to our stunt driving even more noise.