2011

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Challenge
Running is perceived by Malaysian youth as an unappealing stale and functional way to build health. Nike aims to instill a passion for running amongst youth by organizing a first- time ever running event in KL. How can we recruit disinterested youth on a shoestring budget?

Solutions
Since independence, Singapore and Malaysia has been always set up a cultural rivalry that transcends age and truly connects with youths. Centered on these sentiments, Nike activated ‘KL vs. SG- Run for your city’. Leveraged theSun’s targeted distribution, fresh editorial style and cost-free paper that magnetize youths, Nike’s event ran to front- page news headline, provoked youths’ ‘Kiasu- ness’ (fear of losing), urged them to participate, connecting to their hearts and minds, and unleashing their running passion.

Execution
Pioneering with the news editor, we customized the front-page news, showing thousands of passionate youths rallying for KL. With a captivating headline, we excite youths to run for KL. Nike’s signature shoe print was creatively stamped on the page to depict appealing ‘coolness’ and ‘WOW effect’ for youths. The communication was executed in theSun’s original editorial style with intact icons, masthead, look and feel to enforce content credibility and authenticity.

Result
Over 6,000 people ran for KL, surpassing expectations. The under-25 y/o category accounted for 63% of participants, indicating an immense success to connect with the youths. The 1-time front-page execution singlehandedly triggered over RM2.6mil worth of media coverage across newsprints, magazines, news portals, FOC ads, blogs reviews and social media.

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Challenge
The large corporate accounts game was cornered by Maxis and Celcom. After all, it made sense for big boys to stick together, seeing that they were the number 1 and 2 telco providers in Malaysia. As these accounts were usually established, DiGi needed a smarter way to get noticed.

Solutions
The usual modus operandi for this market was Direct Marketing mailers, followed by personal calls. Unfortunately, everyone wants the attention of a big corporation. The only way we realized we could stand out, was to literally go big (or go home). Our campaign sought to catch the eye of a decision maker or influencer with impossible to miss attention grabbers. We wanted attract the big boys with a few big toys!

Execution
Instead of trying to get up to the secretary’s desk, we decided to utilize their main access route, their large shiny foyers. There, we placed tastefully designed but massively oversized origami structures of bulls, ships, television, and credit cards. Plus our giant call-cards from our CEO, they were impossible to ignore.

Result
By taking a different approach, we saw a tremendous ROI. Not only was the interaction rate a whopping 25%, but for the USD 4818 we spent, we generated USD 266,095 worth of business, 47.8% higher than our target of USD 180,000.

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Challenge
With a competitor’s aggressive launch of a recent new product, MILO Fuze was witnessing a decline in market share. Also, our product was undergoing a revamp at the time, leaving very little budget to fight the competition with. We were tasked to recover our market standing with just RM48,000.

Solutions
We created MILO Fuze Group X-treme: a challenge to take on 2 gym classes back-to-back! With a budget that denied ATL, we favoured engagement over messaging. We went to where the action was, capturing our time-starved target audience in their local gyms. It was the ideal setting to engage them in their workout mindset and maximize brand exposure in context – a strategy that exploited the crucial factors of the right place, time and conditions.

Execution
We flooded selected gyms with specific branding and engagement elements to cement the association between MILO Fuze and the energy it provides. (a) Branded timetables conveyed ongoing excitement. (b) MILO Fuze Group X-treme classes were identified with standees. (c) Sampling booths were on hand to dispense doses of liquid energy. (d) Instructors became brand advocates. (e) And participants gamely wore wristbands and competed in being the most energetic, to win MILO Fuze hampers.

Result
By cornering a precisely targeted customer segment, we effectively reached 160,000 gym goers! ROI of our RM48,000 budget was recorded at 100%. Compared to 6 months prior, trials had increased by 15% (Millward Brown ATP), and we regained up to 9% in market share (+2.5 million sachets) (Retail Audit).

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Challenge
We wanted to create a “big bang” to let the small town of Manjung, Perak know there was going to be a new international hypermarket about to hit their shores while working with a relatively tight budget, the challenge was to bring awareness to them without bursting our client’s pockets.

Solutions
As there was a lack of traditional outdoor mediums currently existing, we had to bring the medium to them. Thus, to get the most amount of attention we would use five motoriders to invade the town. To create maximum impact, a total branding from head to toe with matching uniforms and helmets as well as an eye-catching lightbox. Combined with a interactive contest, it further garnered excitement from the towns people.

Execution
To ensure the most efficient use of their limited time, through research we were able to identify local hotspots and competitors locations used to create an intricately detailed timetable which the motoriders use to adhere to throughout the entire two week campaign. Together with catchy jingles, a brightly lit lightbox and a “Spot and Win” contest, the people of Manjung knew the riders were ready around the corner to give out stickers and flyers.

Result
The anticipation of the store opening was proved effective when more than 4,500 eager shoppers showed up as early as 6.30am! The turnout was 30% more than expected. Overall transactions were very positive and on target despite a small town with a small population.