2010

Challenge
Under continued threat from local players, Johnson’s baby wanted to reinforce its leadership position as a partner in motherhood. The incidence of working moms had risen sharply among Malays and with the breakdown of traditional joint families; motherhood was really a scary journey. Johnson’s wanted to make it FUN!

Solution
Working moms planning to have their first baby worried if they will be able to give them the time and love that stay-at-home moms can. Malays are obsessed with local celebrities. Erra Fazira, the most famous & busy actress-cum-singer was pregnant. It was a perfect chance & we grabbed it. We developed Malaysia’s first reality program on celebrity lives partnering with Astro, depict Erra’s journey on motherhood – “Johnson’s baby Gugu Gaga Erra”.

Execution
A 10-episode reality program showcasing how Erra juggled just fine between her work & baby was produced. The program has professionals & experts advising moms on how to get ready for baby, how to handle it when motherhood hits you & most importantly how to enjoy while it lasts. Erra sang a custom theme song on mother-baby bonding, whose CD was bundled with Johnson’s products. Johnson’s baby usage was beautifully integrated into Erra’s lifestyle.

Results
Program became Astro RIA’s No.1 program on launch date itself garnering a peak rating of 8. It became talk-of-town generating news & PR worth over RM1.073mil. From a high base share of 68%, Johnson’s baby added another 3.6% share to further cement its dominance. (Nielsen Retail Audit)

Challenge
Not many people in Malaysia can see the Mister Potato brand without breaking into the jingle in their heads – “Mr Potato, Mr Potato …” How could we give this highly popular jingle a new twist and underpin the high quality promise of this leading brand in its category?

Solution
We created a Mexican fiesta which allowed us to underpin the brand personality and reach our target in new and unusual ways. Effectively to surprise and amuse, we amplified the jingle making it unforgettable and fresh. The neighbourhood ‘rotiman’ was our inspiration. When you hear the ‘rotiman’ signature hoot, you eagerly look forward to the snacks he brings. We created our own version of the ‘rotiman’; Mister Potato men on redesigned motorbikes.

Execution
Mister Potato painted the town red, armed with his sombrero and mustache, singing his infectious jingle everywhere. Not one but five men dressed in Mister Potato outfits on Mister Potato motorbikes carrying lighted boxes distributing Mister Potato samples, rode in a convoy, spreading cheer everywhere they went. And they went to many places; colleges, schools, malls, offices, housing areas. This new mobile out-of-home vehicle was seen, heard and tasted (jingling and sampling).

Results
This new touchpoint created buzz for the campaign with memorable brand interaction and drove word-of-mouth.
Brand scores – People who ‘Likes’ the brand moved up 33%. Brand recall increased 18%. Throughout the campaign period, Mister Potato managed to sustain double digit growth in sales

Challenge
Mothers are spoilt for choice in Growing-up Milk category. Against a clutter of aggressive pharma brands with strong medical claims, Friso Gold with its small budget had a tough challenge in holding affluent moms engaged around its immunity platform.

Solution
Working moms often worry about their kids’ health & safety, especially when they’re at work. Being guardian angels to their children they want nothing more than equipping their children with total defense mechanism. Recognizing that working mothers often have pockets of me-time in between office hours, which they spend online uploading, playing and sharing photos, we invited them to do what’s top-of-their-mind – arm their tiny tots with total safety! – via a cool custom Photo tool.

Execution
We invited a group of alpha-moms to use the photo tool to choose from an array of weapons, shields, armors etc to creatively showcase their kids in the midst of battling bacteria & germs, along with a photo blog entry that turned them into Friso Gold’s advocates & opinion leaders. Friso Gold’s association with immunity was further reinforced via information sharing during parenting talks & kids activities held exclusively for winners of most interesting entries.

Results
The brand attribute related to immunity grew by phenomenal 150% over the quarter! On the shelves, sales recorded a healthy growth of 9% over previous quarter and 23% over last year (Nielsen Retail Audit; Dutch Lady Brandtrack).

Challenge
Astro Malay’s business growth potential lies in acquiring new subscribers, particularly from the semi urban Malay households in North and East Coast. Advertising on free to air TC was not 
an option.

Solution
Malay households tend to do their grocery shopping as a family affair, so we decided to catch families as they shop! We marked our presence at popular and highly frequented supermarkets across the northern and east coast region with eye-catching visuals demonstrating the value of Astro packages to fit the shopping environment, inline with the shoppers frame of mind in search of a good bargain.

Execution
We capitalised on Astro’s in-house A-list Malay celebrities to catch our target’s a ttention and resonate with them. Life-size cut outs of Erra Fazira, Afdlin Shauki and Aznil Nawawiheld gaint receipts highlighting Astro’s value for money packages in the form of a shopping list, greeting shoppers at Point-of-Sale media like gate entrances, aisles and on-shelf for three whole months.

Results
Ourexecution brought to life Astro Malay’s great value for money in locations frequented by our target. The impact was so powerful that many shoppers signed up on the spot