2010




2010 | |

Clean Skin = Clear Screen

Advertiser: Johnson & Johnson Sdn Bhd
Brand: Clean & Clear
Creative Agency: -
Credits: Chai Yen Yen (Associate Director), Yvonne Lau Li Chien (Senior Planner), Farriz Yousof (Senior Buyer), Ashley Koay (Senior Brand Manager, Johnson & Johnson), Karen Tan (Senior Account Manager, Naga DDB)

magazines-cleanskin-main

2010 | |

Upin and Ipin Discover TM

Advertiser: Telekom Malaysia
Brand: TM Corporate
Creative Agency: -
Credits: Susan Lim (Assistant Manager)

SPONSORSHIP - Upin and Ipin Discover TM

Challenge
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.

Solution
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.

Execution
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.

Results
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.

2010 | |

Milk Lovers Redefine Outdoor with Dutch Lady

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)

OOHM - Milk Lovers Redefine  Outdoor with Dutch Lady

Challenge
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.

Solution
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!

Execution
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.

Results
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.

2010 | |

Love is in the Air with TM ITalk

Advertiser: Telekom Malaysia
Brand: ITalk
Creative Agency: -
Credits: Bala Pomaleh (Managing Director), Ramesh Marthaveron (Account Director), 
Wong May Mun (Media Manager), Fatin Yusof (Media Planner)

POS_Love is in the Air with TM ITalk

Challenge
The fixed line market was on the decline globally. TM had to counter the decline via other initiatives to drive revenue up. One critical area which was largely untapped was the foreign worker segment. The task was to convert the lucrative but suspecting Indonesian foreign workers into devout italk users.

Solution
The Indonesian foreign workers lived in communal quarters called “Kongsis”. They yearned for love as they lived under duress and deplorable conditions. The need to communicate with their family was a necessity to maintain sanity. Analysis showed they spent 4 times more on phone bills compared to an average Malaysian. We converted the kongsi into point of sale outlets to maximize Point of Sale proximity and sales results.

Execution
One of the biggest purchase barrier was the availability of the top up cards at point of sale outlets. Awareness of top up points was lacking in the streets. By branding the kongsi and bringing in top up squads into the kongsi this issue was completely circumvented. This in fact became a very viable point of sale channel for TM as there was significant cost savings by reducing the distribution layers.

Results
A 36% increase in revenue over a 3 month period. 60% increase in call minutes to their happy families back home. We brought joy and love to over 6 thousand Indonesian foreign workers! With this pilot project a major success, many more will experience love and joy in 2010.

2010 | |

BMW Tees Off to a Hole-in-One with Search

Advertiser: BMW Malaysia Sdn Bhd
Brand: BMW Malaysia
Creative Agency: Carat Media Services 
(M) Sdn Bhd
Credits: Vivian Tah (Account Manager), Fan Chen Yip (Group Account Director), Au Jenny (Media Director), Justin Murugaya 
(General Manager, iProspect Malaysia)

DIGITAL SEARCH - Midas Touch

Challenge
The Malaysian leg of BMW International Golf Tournament needed massive PR support to ensure maximum newscoverage and participation from golfers, but old-fashioned Press Conferences and Press Releases hardly guarantee actual coverage, and also started to be increasing irrelevant in engaging our digitally saavy journalist and affluent golfder segments successfully.

Solution
We researched our materials for the best soultion. More than 1 million Malaysians read and/or search for News online daily, and 92% of journalists researched for news material online. From this insight, we innovated a FIRST in Malaysian PR strategy, be at the first source that these segments search digitally for news through Search Leverages PR by embedding our News Releases in Search.

Execution
We analyzed an entire year of gold/sports related search results to create a database of Search words that resulted in top listing in these sites and create a prefictive funnel to filter and estimate likely words that will deliver the same results for our campaign. We then embedded our Online Press Releases with these words, and further augmented them with deep links that ensure searchers are immediately re-routed to our official site.

Results
Our Press Releases hit first page rankings! Google, Yahoo and bing, on the very first day and remained there for a month. Google analytics tracked 1,200 page views of our Press Releases were served, and 71,225 page views reporting about the event were read online. The tournament was also completely booked out.