2010




2010 | |

Transforming Schools, Inspiring Lives

Advertiser: Vizeum Media Services 
(M) Sdn Bhd
Brand: Nippon Paint
Creative Agency: -
Credits: Wong Tse San (Client Services Director), Janice Shiaw (Senior Media Planner), Ooi Hoay Lee (Media Buyer), Gladys Goh (General Manager, Marketing, Nippon Paint), Wong Meng Lee (Brand Manager, Nippon Paint), Siow Shy Teng (Senior Brand Executive, Nippon Paint)

Background
Though Nippon Paint is already the #1 paint brand in Malaysia, it lagged behind its competitors when it comes to brand preference amongst the Chinese. It also works against Nippon Paint as its Chinese name literally reads “JAPANESE PAINT” which faced resistance by the older generation of Chinese.

Solution
Working with Nanyang and Astro AEC, we penetrated into New Villages, with schools as our focal point to engage with the Chinese. NP sponsored the entire make-over for schools of each Village, creating a brand new environment for the Village children and effectively became a NP “billboard”. Further engaging the children, we created a customized colouring contest featuring our endearing icon; the Blobbies, where they could win paint to make-over their own homes too!

Execution
In a carnival-like atmosphere, we turned the re-painting of the school into an entire Village affair. Parents did their part in the re-painting ‘gotong-royong’ whilst children enjoyed themselves mingling with the beloved Nippon Paint icons, the Blobbies and a colouring contest. These heartwarming stories were re-told in the press and supported by a series of TV documenting 50 years of New Village in Malaysia. We did this not just with one but eight Villages nationwide!

Results
Entire campaign across 8 Villages plus on-air and press coverage cost only RM 80,000 with ROI 3x. The TV documentary on the history and stories behind each New Village reached out to 196,000 weekly viewers. Brand preference for NP amongst Chinese improved 17% points YOY.

2010 | |

Own World-of-Mobile with Sweet Nothings

Advertiser: Johnson & Johnson Sdn Bhd
Brand: Clean & Clear
Creative Agency: -
Credits: Prashant Kumar (Chief Executive Officer), Chew Kagee (General Manager), Chai Yen Yen (Associate Director), 
Yvonne Lau Li Chien (Senior Planner), Farriz Yousof (Senior Buyer), Asley Koay (Senior Brand Manager, Johnson & Johnson Sdn Bhd), Karen Tan (Senior Account Manager, Naga DDB)

Challenge
Oily skin is a key concern amongst teens.
With limited budget and difficult to impress female teens target, Clean&Clear had to bring alive their ‘Round the clock Oil-Free’ proposition in a way that stood out and which teens could connect with.

Solution
76% of our target audience own mobile phones which they adore and love to accessorize. It was the perfect medium for us to communicate “Round the clock Oil-Free skin”. The oily smudges from their faces left on mobile screens, served as a reminder throughout the day that they have oily skin till they did something about it. Hence, we created fashionable mobile screen-wipers to let teens experience the efficacy of using Clean&Clear Oil Control Cleanser.

Execution
We inserted these mobile screen-wipers into leading teen, beauty magazines. They were designed to look like a sponge (representing the formula that works like thousands of tiny sponges absorbing oil and dirt), and attached them onto the protruded part of a hard-card insert. This ensured we stood-out from the sea of ads. Printed on the card were product information, a fun personality test and a cut-out timetable for the girls to fill their schedules with.

Result
The screen-wipers were seeded to 95,000 teens, creating talkability amongst their friends as they hung from their mobile.

In a very competitive teen skincare category, Clean&Clear grew 8%* Year-On-Year market shares, increasing its No. 1 position lead.

2010 | |

Cashing in a Joyful Festive Season with HSBC

Advertiser: HSBC Bank Malaysia Bhd
Brand: HSBC Credit Card
Creative Agency: -
Credits: Bryan Chiang (Executive, The Exchange), Low Tzu Chuen (Executive, The Exchange), Cassy Liew (Executive, The Exchange), Yuanne Lau (Director, Client Leadership)

Challenge
The recent credit card RM50 tax impacted consumer spending disposition. 80% of total cards circulation dropped and HSBC]s cardholder base fell drastically. With only RM85,000, we were challenged to create a campaign that battles competitors, ratains cardholders and encourages cardholders to continue spending with HSBC during the festive seasons.

Solution
Insights indicate that cardholders are most likely to retain one or two cards which provide the best value and wont compromise the tradition of buying gifts for loved ones duting festive seasons. Leveraging on this, we engaged The Sun’s lighthearted content and developed irresistible tips for gifts, infusing joyful elements that drive ‘positive’ spending behaviour with multiply their rewards whenever they spend.

Execution
Centered on the message of festive gifting, we created the festive season’s Top 20 & 10 must-have gifts integrated within fashion and lifestyle content, encouraging readers to buy gifts to usher in 2010 new year. We creatively designed the numbers ‘20’ and ‘10’, engaging readers to relate HSBC’s gift ideas with multiplied rewards. HSBC will multiply ‘20x’ or ‘10x’ reward points for each HSBC’s gift ideas from the ‘20’ and ‘10’ lists.

Results
Within a month, HSBC’s only campaign singlehandedly ratained 98% of cardholders with overwhelming usage of nearly 1 million swipes (highest in 2009), gaining RM7Mn+ in increamental revenue, exceeded target by 17%! Campaign boosted brand consideration by 19%, free social media mentions and highest traffic to HSBC’s website which toppled competitors.

2010 | |

T.Music Roars Loud on the Radio Airwaves

Advertiser: Guiness Anchor Bhd
Brand: Tiger Beer
Creative Agency: -
Credits: Teng Yee Kiong (Senior Manager), Matthew Pak Chung Yih (Executive)

SB - T.Music Roars Loud on the Radio Airwaves

2010 | |

LG Takes You Home

Advertiser: LG Electronics (M) Sdn Bhd
Brand: LG
Creative Agency: -
Credits: Sheley Lim (Senior Executive), Jayne Gomes (Executive), Erin Lim (Manager), 
Tan Poh Lee (Partner)

SB - LG Takes You Home