2011




2011 | |

Detik Bersama HANDYCAM

Advertiser: Sony (Malaysia) Sdn Bhd
Brand: Sony Handycam
Creative Agency: MEC Malaysia
Credits: credits Law Chan Keong (Managing Director), Lim Kay Chye (Manager), Jennie Koh (Planner), Winnie Teh (Senior Buyer)

Challenge
The proliferation of digital recording devices had caused a dip in the sales of Sony Handycam. We needed to regain the preference of the consumers, especially the younger generation. How could we get the young consumers excited about an old and bulky product like Handycam?

Solution
The young consumers like to go the distance to capture and share their wonderful moments in lives with their friends and family. Leveraging on this insights, we developed a proposition – ‘You only need a Sony Handycam to share the moment”. We turned the idea into a travelogue-cum-reality TV show, creating a platform which allowed us to showcase the benefits and versatility of Handycam based on a premise which could engage with the young consumers.

Execution
We developed and run the 13-episode program in Astro WLT and Ria – ONE concept in TWO languages. For each program, 6 contestants were picked after a recruitment drive. They were tasked to create a 2-min video using Handycam in 5 destinations in Malaysia. The 2 finalists had a final showdown in Turkey, where home viewers were invited to vote for the grand winner. The final result was broadcasted live on-air and on-ground.

Results
Sony Handycam had addressed the decline in sales, with an increase of +13% during the campaign period. The partnership with Astro generated tremendous media value estimated at 5.2x ROI.

2011 | |

Reaching for Neslac Excella Gold with “My Child, My Star”

Advertiser: Nestle Products Sdn Bhd
Brand: Neslac Excella Gold
Creative Agency: McCann Erickson
Credits: Lim Suk Yee (Senior Executive), Loo Pei Yee (Executive), Audrey Low (Associate Director, Client Leadership), Allison Chin (Trading Director), Nicole Leong (Senior Executive Nestle Products Sdn Bhd Her World)

Challenge
A Nestle study revealed that mothers take pride in children’s achievements. They are often influenced by other mothers, desiring a good mother image. To resonate better with mothers, Neslac Excella Gold (NEG) growing-up-milk needed an avenue for them to share and sing praises about their kids in a believable manner.

Solutions
Recognizing that women’s magazines are an important influence to provide aspirational environment for mothers, we partnered with Her World, a leading female magazine known for its credible real life stories. “My Child, My Star”, a first of its kind was born as a permanent fixture for 6 months, stretching our partnership with them to more than just a magazine publisher. Proud mothers can also then proudly share their star child’s stories to inspire other mothers!

Execution
First, we invited mothers to submit a short story on how they raised their kid to be the best. 6 shortlisted finalists were featured in the magazine, proudly giving their kids opportunity to shine while encouraging readers to vote for their favourite “Star Child”. The top 2 mothers win a stylized photo with their child and a special inspirational feature on their journey of motherhood. NEG branding was subtly injected throughout to create consumer association.

Result
We became the hot topic amongst mothers! Nearly 700 votes were received within voting period. Readers were calling with enquiries on the feature story even after the campaign has ended. Mothers rated NEG the highest as being “the trusted brand” and “helps their child grow strong and healthy” (Millward Brown).

2011 | |

Astro 368% more

Advertiser: MEASAT Broadcast Network Systems
Brand: Astro
Creative Agency: MEASAT Broadcast Network Systems
Credits: Ted Lim (Executive Creative Director), Raphael Ang (Head of Chinese Copywriting), Kimberly Yap (Copywriter), Lee Kah Shing (Art Director), Liew Wai Fun (Business Unit Head), Gyn Gan (Brand Executive), KC Chan (Chinese Copywriter)

Challenge
Astro wanted to get more Chinese Malaysians to watch its Chinese Channel 311. So in 2010, Astro decided to broadcast selected World cup matches with commentary in Chinese. The trouble was, World Cup promotions were rife and standing out was difficult.

Solution
We knew that our Chinese viewers looked for their daily world cup updates on the sports section of their favourite Chinese newspapers. Instead of the usual announcement ad, we came up with a creative media solution. We used clever word plays that fit in the news context to draw readers to what we had to say. These ‘word blurbs’ came across as genuine comments from the football stars.

Execution
To pull it off, we bought unique island buys that exploited pictures from the matches in order to make the comments seem real. As part of the layout, readers then were exposed to the message that Astro wanted to get out.

Results
Viewership of Astro’s 331 Channel rose by 368% during the advertised period.

2011 | |

The Amazing Supercow Saves the Kids

Advertiser: Dutch Lady
Brand: Yes!
Creative Agency: Leo Burnett
Credits: Ramakrishnan C.N (Executive Director), Samantha Tay (Associate Account Director), Goh Soo Mei (Media Manager), Olivia Lee (Media Planner), Lim Nian Shan (Media Buyer), Sharon Tan (Marketing Manager, Dutch Lady Milk Industries), Karen Tan (Group Account Director, Leo Burnett

Challenge
Kids cultured dairy segment is a high growth and and very highly competitive one with brands like Yakult, Solivite, Vitagen & Milo pumping in huge A&P spends. Dutch Lady’s recently launched ‘Yes’, had to stand out and be relevant in the kids repertoire amongst others in a very limited budget.

Solution
The category was obsessed with mental and physical benefits of milk, so we decided to move away and own the kids right to play in this competitive world. We understood that Kids comics and playbooks are extremely popular and combines fun, play and education is one umbrella and mothers are more than happy to allow their kids to interact with them. Yes needed to be a part of the mom-kid conversations during Play and Funtime

Execution
We tied up with the most popular kids magazine ‘Kuntum’ and affiliated comics like Gogo & Elemen. The brand’ss mascot, the Yes! Cow, was integrated into the comic stories as the superhero who saves the day of the kids from the ‘Routine Monsters’. He tickled the brain of the kids by puzzles, games & general knowledge in the magazine which even the mothers enjoyed reading with her kids.

Results
With a limited budget we reached out to almost 251,000 mothers and kids. The total awareness of Yes! increased by 24% and the conversion of Awareness to Ever Bought increased by a whopping 61% over the campaign period and Yes! cemented itself in the minds of kids and moms.

2011 | |

Dutch Lady brings alive the beautiful perspective of kids

Advertiser: Dutch Lady
Brand: Dutch Lady
Creative Agency: Leo Burnett
Credits: Ramakrishnan C.N (Executive Director), Samantha Tay (Associate Account Director), Goh Soo Mei (Media Manager), Olivia Lee (Media Planner), Lim Nian Shan (Media Buyer), Sharon Tan (Marketing Manager, Dutch Lady Milk Industries), Karen Tan (Group Account Director, Leo Burnett)

Challenge
Even though the dietary needs of young kids are very very different from those of school-going kids, for mothers of most kids, Milk was Milk – a homogeneous commodity. With the launch of different Milk for 2 segments, Dutch Lady had to change this belief against deeply ingrained behavior.

Solution
We understood that 1-6 yrs kid are as different
from school going kids as a teenager to a 40 year old. Mothers didnt know this but if reminded she would get it immediately. Our Mothers spend a lot of time
at home and Radio is a big source of entertainment
for her during her me-time. We decided to catch
her attention at this moment of truth with an innovative talk show.

Execution
We highjacked popular Radio Stations, Mix. My and Sinar and got the DJs to interview two kids, a preschool and a schoolkid. The cute and funny responses from the kids brought the house down also reiterating the point that the kids in these two segments are very different. The message “ Dutch Lady’s Kid and School milk are “Made-right-for-the-kids-age” “was subtely peppered throughout the 14 days across 3 stations and 3 languages

Results
Mothers clearly understood the need for different milk for the kids. Loyalty amongst Mothers increased by 23%. Past-7-days usage increased by a whopping 44%. Market share grew by 10%, making this the most successful launch for them in recent history and is changing the milk game in the market.