2011




2011 | |

Romancing Your Man With Closer Intimacy

Advertiser: Wipro Unza (M) Sdn Bhd
Brand: Sumber Ayu
Creative Agency: Ignite Sdn Bhd
Credits: Yee Wing Tak (Sr. Account Director), Jessie Lian (Media Manager), Jenny Loh (General Manager, Ignite Sdn Bhd)

Challenge
SumberAyu Feminine Hygiene Wash, needed to stand out and be more intimate on an emotive platform which our target market can relate to. SumberAyu needed a focused education campaign strategy in a form of never-used-before media that will be able to change the current inappropriate use of soap and water.

Solution
The average Malay woman marries younger, hence, the increase desire to fantasize about how to ignite and keep the romance flame going. SumberAyu was positioned to fulfill the desire of the target market’s needs for sexual health and keeping their man. We explored Malay romance novels as a media to carry our message and created a campaign: ‘Romancing your man’ to educate on the product usage and strengthen brand association of romance satisfaction.

Execution
We launched our 1st in Malaysia, co-titled Malay romance novels with SumberAyu and our brand tagline ‘Merapatkan Keintiman’ with a leading novel publishing house and 3 of their most prolific writers. A branded educational page at the end of the novel strengthened association. A bookmark was placed in between the pages signifying ‘tightening’? functional benefit of the product, enhancing long term association. We printed 15,000 copies and each novel was sold off within a month.

Results
By spending RM11,765 into this focused ‘Romance Education’? campaign, sales improved by 20% over
same period last year. Category only grew by 4.6%. The novels gained mentions in female magazines and bloggers’ review, future re-printing of the novels, guarantees campaign longevity. Earned media valued
at RM100,000, ROI at 8.4x.

2011 | |

Berocca Lifts Business Sales with Cents!

Advertiser: Bayer Co. (Malaysia) Sdn Bhd
Brand: Berocca
Creative Agency: JWT Malaysia
Credits: Sharmin Parameswaran (Associate Director, Client Leadership), Doreen Tee (Senior Executive, The Exchange), Katherine Fam (Executive, The Exchange)

Challenge
Research shows that Berocca, a uniquely formulated vitamin B complex to improve physical and mental performance, caters best to urban white-collar males who need mental alertness for stressful work demands. Often misperceived as just another multivitamin, we’re challenged to build awareness and showcase Berocca’s true benefit of improving work performance.

Solution
The primary cause for ‘lack of energy’ amongst urban white-collar males is work-related pressure. To tackle energy drain resulting from work-related stress, men consume supplements, natural remedies and exercise. With these insights, we saw no better way to introduce and showcase Berocca’s true benefit than in the office environment itself, where the need for optimal work performance is on the rise!

Execution
While we wanted to enter their working environment, we didn’t want Berocca to be an in- your-face brand.
So we focused our communications to catch our
audience in an idle and relaxed state of mind. Travelling in office elevators was one such occasion, hence the birth of “Berocca Speed-Math Elevator”. We posted simple math questions whose answers corresponded to different level numbers on elevator buttons, which successfully communicated our key message “Think Sharper, Act Faster”.

Results
With lots of buzzing excitement for our Speed- Math Elevator, Berocca’s Q2 & Q3 average sales gained 18% vs. 2009, a huge growth for a pharmaceutical product. Our campaign’s unique clever spin delivered 4 times earned PR against an investment of only RM6,180.

2011 | |

Receipt Stories

Advertiser: BookXcess Sdn Bhd
Brand: BookXcess
Creative Agency: McCann Erickson (M) Sdn Bhd
Credits: Szu-Hung Lee/ Ean-Hwa Huang (Executive Creative Director), Douglas Goh (Art Director), Bee-Nee Ng (Copywriter), Wai-Hung Yap (Studio Manager), Chee-Hung Goon (Group Director, Digital Strategy & Content, MRM Worldwide), Jeand Pua (Producer, FrameMotion Sdn Bhd), Heng-Weng Bay (Photographer, Untold Images)

Challenge
BookXcess understands that physical books are losing their allure as Malaysians take to the idea of easy access and portability of viewing digital and video content. As Malaysia’s leading bookstore for excess-print books, BookXcess aims to encourage the reading habit, making its store more relevant to Malaysians.

Solution
We learnt that one’s love for reading is likely to translate into the desire to write, supported by the emerging habits of younger Malaysians who enjoy sharing their views with friends in the digital world. We strove to unleash the ‘writer’ in everyone and encouraged them to submit ‘100 word’ stories online which, if selected, would be printed on all BookXcess receipts issued to customers. The concept of Receipt Stories was thus born.

Execution
Receipt Stories succeeded in three simple steps: Read: Point of sale, posters, magazine ads, receipts and window dressing encouraged people to contribute stories. We also spread word through the BookXcess website, Facebook page and Twitter following. Write: Aspiring writers submitted stories on receiptstories.my with stories chosen weekly for printing on BookXcess receipts. Authors became instant published writers! Share: The website also encouraged fans to share favourite stories with friends, prompting them to write their own.

Results
2010 August marked the Campaign launch.
• 500 authors contributed and 8,000 stories
were printed within FIRST month.
• 100,000 receipt stories printed to date,
100 new online users weekly.
• 100 stories submitted weekly: Footfalls increased outside promotional periods. BookXcess provides a new platform for expression, exciting and proliferating young Malaysian patrons!

2011 | |

SAMSUNG 2 Door Lifts

Advertiser: Samsung Malaysia Electronics Sdn Bhd
Brand: Samsung French Door Refrigerator
Creative Agency: Leo Burnett KL
Credits: Connie Tan (Senior Media Manager), Lee San San (Media Group Head)

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Challenge
Samsung launched the French Door Refrigerator model and retail exclusivity was given to Harvey Norman at Ikano Power Centre. Therefore we need to rely on an advertising medium that is geographically appropriate, plus to shout out the refrigerator’s USP – a 2 door fridge with huge storage space.

Solutions
Choosing a fridge is a daunting task, there are many options available. Consumers look for ‘optimum-sized’ fridge with huge storage space. Visiting few retail stores before making the purchase decision is a common shopper ritual. At Ikano Power Centre, access to Harvey Norman is via the escalator or elevator. We demonstrated the idea of ‘large & huge storage fridge’ by intercepting shopper’s movement from car park to Harvey Norman by replicated elevators as 2-door fridges.

Execution
Samsung French Door refrigerator ‘Elevator wraps’ at 8 strategic elevator locations, near Harvey Norman from level LG to 2 for three continuous months. The lift interior was transformed to look exactly like the fridge interior exhibiting a well stocked up with food and beverages, every consumer’s ideal fridge. Key product features were also highlighted: Twin Cooling System, Water Dispenser, Movable Fresh Box, Movable Door Guard, Height Adjustable Tray and EZ-Open Handle.

Result
The lift wrap was exposed to potentially 700,000+ visitors to Ikano Power Center, and 1,000,000+ visitors to IKEA monthly. During the campaign period, actual sales target exceeded by 20% and made Harvey Norman, one of Samsung’s key retailers very pleased.

2011 | |

Going Places with CIMB FOREX ATM

Advertiser: CIMB Bank
Brand: CIMB Bank
Creative Agency: Draft FCB
Credits: Wong Tse San (Client Services Director), Joanne Yau (Media Director), Kenneth Wong (Media Planner), Ooi Hoay Lee (Media Buyer), Suraiya Abdul Samad (Asst GM, Marketing & Communications, CIMB)

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Challenge
CIMBBank launched the nation’s first FOREX ATM, where would-be travelers could withdraw up to 8 different currencies 24/7. As no other banks in Malaysia have such innovative and forward thinking service, we saw this as an opportunity to claim our territory. But how do you do so with only RM80k?

Solutions
Travelers are always on the look-out for travel information. They constantly seek for inspirations on where to go next. Even to those who do not travel, travel tales catch their attention too. Tapping onto this insight, we collaborated with TheSun to integrate our theme into their on- going travel column. Each article during the campaign was to be dedicated to the countries which currencies were offered by our FOREX ATM’s.

Execution
One whole tabloid page was customized to launch the biggest financial service innovation! We used captivating headlines to draw travelers’ attention to the page and our message. “The Lure of San Francisco” article was paired with an ad highlighting USD, “The City that Never Sleeps” was the headline for Hong Kong Dollars and the stories went on. Visually, we ensured colours used in the headline links through to our ad, bringing a seamless integration.

Result
Using 15% less than the original budget (from RM80k to RM65k), we owned the travel column for 2 months, fully allowing us the opportunity to announce about the nation’s first ever FOREX ATM. This translated to 182% media value vs. the actual spends that was seen never before!