Advertiser: Mamee Double Decker Brand: Mister Potato Creative Agency: - Credits: How Yuan Yi (Associate Media Director), Vincent Loong (Media Planner), Jennifer Chua (Media Buyer), Sim Beng Geok (Client Services Director), Pierre Pang (Senior Manager, Mamee Double Decker), Kenny Au (Manager, Mamee Double Decker)
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?
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.
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).
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
Advertiser: MasterCard Brand: MasterCard Mega Sale Creative Agency: - Credits: Susan Lim (Assistant Manager), Chek Yin Huay (Planner), Chew Kagee (General Manager), Peter Choo (Chief Executive Offiver, Executor)
2009 Visa spends 130% of MasterCard, with intension to dominate share of wallet during high spending period i.e Mega Sale. Visa has been known to deploy ambush tactic during this period. The challenge was to help MasterCard to defend against competition, break-the-clutter & create buzz during Mega Sale.
Credit card – “first-out-of-wallet” is the most important driver of spending. MasterCard dominance the last mile through various OOH points within key shopping district in Klang Valley. SHOPPING BAG IS THE BEST REMINDER FOR “FIRST-OUT-WALLET”. We trigger the pleasure of shopping over-flowing via creating giant shopping bags icon that filled with goodies and placed at the busiest shopping district in town.
MasterCard giant shopping bags icons were placed at strategic high traffic and busiest corner of Pavilion and Lot 10. The icons became an instant shopping landmark at the heart of the Golden Triangle, throughout the Mega Sale period.
In the year of recession with high competition from VISA and a budget cut of 50%, MasterCard still managed to record an amazing growth of 2%, compared to MMSC 2008.
Advertiser: Dutch Lady Milk Industries Bhd Brand: Dutch Lady Creative Agency: - Credits: Ramakrishnan C.N. (Director Consulting), Samantha Tay (Associate Media Director), Olivia Lee (Media Planner), Hotimoh Hosnol (Media Buyer), Goh Soo Mei (Media Manager), Sharon Tan (Marketing Manager, Dutch Lady Milk Industries Bhd), Christy Yong (Product Manager, Dutch Lady Milk Industries Bhd), Karen Tan (Account Director, Leo Burnett)
Milk was fast losing its relevance among youth. Dutch Lady as the category leader wanted to position itself as a more dynamic and youthful brand. The challenge was to engage youths in a fun and cool way that goes beyond the expected.
Youth love to hang outdoors. They also love Social networks & often generate their own content to share with their network of friends. So we redefined the passive outdoor, by marrying it with interactive user-generated content that gets shared via social networks. It was Malaysia’s first outdoor LED interactive campaign.
Recognizing their need for instant gratification we gave them their 15s of fame right in the heart of Bukit Bintang!
Consumers were invited to participate with the brand by expressing their connection with milk on a placard and posing at Dutch Lady’s 3D booth. Their image was instantly projected onto the huge LED screen in REAL TIME! Pictures were captured and posted onto Dutch Lady’s Facebook page. Participants tagged themselves to share their 15s of fame with hundreds of friends and friends-of-friends! Sampling drove trial and Bloggers posted their photos & spread the word.
We brought FUN back to milk. Dutch Lady’s association as “Modern & Cool Brand” soared by a whopping 19% in Q1 2009! Brand acceptance amongst peers and friends sky-rocketed to 14%! Sales grew 17% compared to the same period last year.
Advertiser: Prudential Assurance Malaysia Bhd Brand: PruRetirement Creative Agency: - Credits: Kesevan Balasingam (Director), Nadiah Ramli (Executive), Chow Kah Wai (Executive), Sheley Lim (Senior Executive), Tan Poh Lee (Partner)
PruRetirement’s “What’s Adam’s Number Challenge” engaged the public to guess a fictitious character’s retirement amount. We had to capture the nation’s attention and create curiosity—Who is Adam? What is his retirement lifestyle? What’s his “number”?
Being a short one month campaign, “What’s Adam’s Number Challenge” required round-the-clock presence to create ongoing visibility and garner immediate mass awareness. Combining this need with insight that our target audiences are adults commuting to work and insurance agents on the constant move, outdoor billboards are the ideal solution for its high traffic locations, wide coverage and ongoing visibility.
With the right medium identified, we now needed an innovative execution to keep its audiences hooked! We replicated the “Split flap display” used in flip clocks, where the visuals reveal the next digit of Adam’s retirement number week by week. This innovative movement stood out from other static visuals. PruRetirement’s countdown visual kept audiences hooked, driving them to participate online.
This was the first-ever simultaneous weekly sticker change for multiple sites nationwide. The billboards drove 17,000 participants to take up the challenge online. One-third of PruRetirement’s entire 2009 sales were sold during this one month campaign period.
Advertiser: Johnson & Johnson Consumer Product Brand: Listerine Creative Agency: - Credits: Samantha Tay (Associate Director), John Lee (Media Planner), Farriz Yousof (Senior Media Buyer), Ashley Koay (Brand Manager, Johnson & Johnson Consumer Products), Gavin Teoh (Account Manager, JWT)
Young adults don’t see a need for mouthwash they feel brushing alone is sufficient. Listerine needed to dispel this myth and counter the taste perception of mouthwash. Our arduous task was to capture these elusive group’s attention in order to communicate the benefits of Listerine and encourage trial.
Changing the Oral hygiene routine
for young adults was not an easy feat to achieve with regular advertising, which they innately distrust. However the need
for peer approval can make them do anything – almost. So, we decided to draw them into brand experience, when in their clique, and make it the “right” thing to do. So we went where they are – outdoors.
We launched the biggest smile-on-wheels – the Listerine Mobile Mouth Rally!
The Mobile Mouth Rally is essentially
a truck with a huge inviting smile.
The mouth opens up to offer interactive learning on Oral hygiene, an engaging ‘kill germs’ game, a Listerine rinse trial and as a fun giveaway with coupons – Listerine bottle thumbdrives and germ-shaped coasters. The Rally travelled to hotspots across-the-country and unified education, engagement and trial in one compelling experience. Newspapers, POSM and cruisers rallied the momentum further.
The buzz generate by Listerine mobile Mouth Rally generated overwhelmingly RM 1.3 million of earned media, 42x of what was spent, which is vital considering the campaign’s limited budget. Total participants totaled up to 12,713, 32% higher than expected!