Advertiser: Johnson & Johnson Sdn Bhd Brand: Johnson’s Baby Creative Agency: - Credits: Samantha Tay (Associate Director), Jade Chong (Media Manager), Wendy Tan (Senior Media Planner), Farriz Yousof (Media Buyer), Karen Ong (Marketing Manager, Johnson & Johnson Sdn Bhd), Grace Teoh (Assistant Brand Manager, Johnson & Johnson Sdn Bhd), Ong Bee Lin (General Manager, Lowe), Irene Thng (Managing Consultant, Bridges PR)
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!
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”.
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.
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)
Advertiser: Telekom Malaysia Brand: TM Corporate Creative Agency: - Credits: Susan Lim (Assistant Manager)
2009 saw a new level of aggression in the broadband market. Young Malay semi-urban families were the biggest source of new subscriptions for TM & TM needed to reinforce its ownership of this segment.
These parents wanted their children to adopt hi-tech lifestyle, yet stay close to the roots.
We discovered that in young Malay families, kids have a very high share of remote and parents often watch kids programs too. Upin&Ipin was the no. 1 animation program. Much like children, young Malay parents loved it as it was close to their values and reconnected them to their naughty and fun Kampung memories.
This was the perfect context to introduce TM products to children – bringing a charming fusion of high-tech experience with local soul.
We decided to sponsor Upin&Ipin and worked with scriptwriter to weave in different products of TM in a seamless integration with the storyline. Four dedicated episodes were written to educate kids on the usage of Bluehyppo and familiarized them with Streamyx & homeline. A special Raya episode featured different TM products used to connect with friends & relatives infused in the right context. TM Upin&Ipin merchandize were distributed to all new subscribers and contest winners.
62,000 calls were received over the 10 weeks of sponsorship, generating an average of 2,500 calls every week for the contest call-in. 2.5mil page view and 431,512 visits to Bluehyppo kids club portal recorded. On an average month an increment of 45% page views and 45% number of visit.
Advertiser: Telekom Malaysia Bhd Brand: Streamyx Creative Agency: - Credits: Chew Kagee (General Manager), Dzeti Mohamed (Senior Planner), Gina Lim (Media Planner), Stephanie Chin (Head of Opetations) Lim Nian Shan (Senior Buyer)
TM sourced most of its new subscribers from Semi-urban Malays, where its key challenge was to demonstrate the compelling role internet can play in their lives in a way they can relate to.
We wanted to convey that whoever you are, whatever be your needs, Streamyx is the ultimate gateway.
Semi-urban Malays love local movies and are obsessed with their favourite celebrities. We sponsored the movie – Jin Notti. Fara Fauzana the celebrity DJ, is a nice-hearted Genie, who refuses to get Naughty by Genie standards and is sentenced to earth to become naughty..
Throughout the story, she always uses Streamyx to learn earthly ways & connect experience and entertain herself. Even for an almighty Genie, she needs Streamyx as gateway to the ‘other’ world.
It was a debut for two of hottest Malay celebrities – Fara and Mawi, creating huge anticipation. Much like virtual world, Fara-the-genie takes on 4 different Avatars. The Goodness of genie provided perfect inspiration for the Raya-timed campaign.
The promotions on TV & radio used special scenes to highlight Streamyx central role. Streamyx was digitally woven into actual movie scenes. Posters, banners, print, merchandise & PR amplified the connection. String of roadshow created further engagement.
Jin Notti grossed RM2.2mil at the box office. Against toughest competition ever, TM subscriptions rose to an all time high of 4000! Streamyx loyalist increased 9% from the previous quarter. Total buzz generated was worth RM3.9million with press ads, advertising and promotion materials, 126 YouTube links, and 147,000 Google links.
Advertiser: Telekom Malaysia Brand: Streamyx Creative Agency: - Credits: Ramakrishnan C.N. (Director), Jane Chong (Media Manager), David Fu (Head of Digital), Alicia Boey (General Manager, Telekom Malaysia)
Advertiser: Johnson & Johnson Brand: Clean & Clear Creative Agency: - Credits: Yvonne Lau Li Chien (Senior Planner), Farriz Yousof (Senior Buyer), Fiona Ng (Group Brand Manager, Johnson & Johnson), Karen Tan (Senior Account Manager, Naga DDB)
Clean & Clear was perceived as a problem-solution brand with little emotional affinity with teen females. However as competitors made ever bolder claims, there was an urgent need to make teens look at it as more than a functional product. The challenge was 30s TVCs didn’t work with teens anymore.
Teens watch TV with low attention and avoid advertisements. C&C needed to engage them with a full story, not a 30s TVC. Malay teen females have high dreams, but dare not go for it. Especially those with acne shy away from the spot light for fear of looking like a ‘pizza face’. C&C, positioned as the best friend, inspired confidence, helping them experience their daring possibilities via becoming a VJ on Channel V.
Besides TV promos, C&C partnered with MYC magazine to recruit contest participation via roadshows across 13 colleges within Klang Valley. A huge Channel V and C&C backdrop was setup for video auditions. There was a skin consultation section set-up for shy ones to get skin consultancy. The winner appeared as VJ alongside their favorite icon Paula Malai Ali.
13 colleges within the Klang Valley were visited. 1639 students took part in the roadshow. 380 videos were submitted and huge buzz generated. C&C Acne Gel & cleanser sales grew a whooping 53% & 65% respectively in a highly competitive category! [Source: Nielsen Retail Audit.]