2010




2010 | |

Johnson’s Baby Gugu Gaga Erra

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)

TV Gold - 03

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.

2010 | |

Bringing China to the Living Room

Advertiser: AirAsia Bhd
Brand: AirAsia
Creative Agency: -
Credits: Darren Yuen (Group Account Director), Maggie Chong Cheah (Media Director), Wong May May (Senior Media Planner), Dorren Teh (Media Planner), Elaine Tan (Media Buyer)

TV - Bringing China to the Living Room

Challenge
AirAsia has the largest connectivity of cities in China. They wanted to boost load of the Malaysian Chinese audience. In a cost efficient manner, they needed educate them about their motherland and invoke a sense of adventure for them to either vacation there or plan a heritage journey back “home”.

Solution
We know that every Chinese person in Malaysia has some burning desire to know where their heritage comes from, but few know what to expect from the various cities & provinces in China. We identified the most cost efficient media through the use of TV, and aired a customized documentary through this media channel. TV was also the media channel that provided great audio & visual combinations that allowed great immersion to the target audience.

Execution
Identifying the best channel and time slot by understanding the target audience viewing habits, we collaborated with 8TV to air an 8-episode documentary series that covered all destinations in China covered by AirAsia. This program was aired in the Chinese language to drive greater affinity with the Chinese target audience, garnering an average of 9 rating points throughout the series.

Results
More Malaysians flew to China after this execution, with an average increase of 12% in load factor, and 16% in revenue for all China destinations over the same period. From an internal survey, overall awareness of other destination such as Chengdu (+32%) and Shenzhen (+26%) saw a remarkable increase.

2010 | |

Bring on Your Moves with F&N Freestylz

Advertiser: F&N Interflavine Pte Ltd
Brand: F&N Fun Flavours
Creative Agency: -
Credits: Chew Kagee (General Manager), Chai Yen Yen (Associate Director), Yvonne Lau Li Chien (Senior Planner), Siti Zaifida (Senior Buyer), Quennie Tan (Assistant Manager, F&N Interflavine Sdn Bhd), Kamal Kadir (Account Director, Bates 141)

TV - Bring on Your Moves with F&N Freestylz

Challenge
In a competitive soft drinks category, winning amongst Youth was key to growth. F&N Flavors was still perceived as a Tween drink by some in a shrinking market. It needed to re-inforce an edgy, Youth image with street credibility, while staying true to its DNA of being a ‘fun’ drink.

Solution
In 2009 Dance reality shows were becoming big among the youth. So, we decided to choose Freestyle Dance as the platform for them to express themselves. 8TV was the perfect partner and was formally declared ‘friends of F&N’. F&N Freestylz ‘Show Your Moves’ contest was born. We co-opted all 8TV youth programs, got their celebrity hosts involved to show their moves, their production teams etc to create on-air buzz and excitement.

Execution
8Quickie, Chopp! and 8 e-news invited youth to join. Celebrity freestyler judges appeared on 8TV shows to invite their fans to Bring It On. A string of 8TV celebrity hosts were hijacked to Show Their Own Moves on TV and add fuel to the fire. Special TV bugs were sprinkled inside several programs. Freestyle roadshows footages were blasted to build momentum further. Finally the Grand Finale broadcasted a breathtaking battle of ultimate cool.

Result
Youth across Malaysia moved to F&N’s rhythms. In just 4 months of campaign, Spontaneous Brand awareness grew 12% to achieve its highest since 2005. F&N grew its share in highly competitive category by 5% Year-On-Year to further extend its No.1 position lead.

2010 | |

A Jam-Packed Quickie

Advertiser: Nestle Products Sdn Bhd
Brand: MILO Fuze
Creative Agency: -
Credits: Germaine Ooi (Senior Executive, The Exchange), Foong Zaai Yee (Executive, The Exchange), Cindy Chia (Director, Client Leadership), Allison Chin (Director, The Exchange), Chon Pei Voon (Executive, The Exchange), Nestle Products Sdn Bhd

TV - A Jam-Packed Quickie psd

Challenge
The new MILO Fuze formula has more MILO taste. We need to tell urban adults that MILO Fuze is now ‘jam-packed’ with more MILO taste! How can we serve a creative, content based solution that engages and impacts the target?

Solution
Research reveals that urban adults are somewhat rebellious and do not like taking “instructions” from advertisers. However, word-of-mouth and slapstick humour resonate well with them. With this insight, we engaged popular TV hosts with a loyal fanbase amongst our target. These TV hosts did not just talk about the new, jam-packed MILO Fuze taste, they also acted out the ‘jam-packed’ experience in a fun, exaggerated and slapstick manner!

Execution
For the first time ever, we ‘jam-packed’ 8TV’s studio with a group of people during 8TV’s Quickie talk show! Viewers became curious, since normally the show only has two hosts. The hosts raved continuously about MILO Fuze’s new formula with MORE MILO taste, linking the ‘jam-packed’ studio with MILO Fuze’s ‘jam-packed’ taste. A contest on Quickie strengthened connection, where viewers could call in and answer questions about the improved formula.

Results
98% polled that the campaign created positive brand appeal. Trial of MILO Fuze increased by 4% within the first month of the campaign (Millward Brown). Quickie’s viewership soared to its highest record during our campaign month! It was such a success that we replicated the campaign in another talk show.

2010 | |

Purple Raya —Breaking the Tradition

Advertiser: GlaxoSmithKline
Brand: Ribena
Creative Agency: -
Credits: Elva Lo (Planner), 
Lorraine Capel (General Manager), Hamzina Abdullah (Senior Buyer)

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