Advertiser: Unilever (Malaysia) Holdings Sdn Bhd Brand: Sunlight Creative Agency: Lowe Malaysia Credits: Shankar Rajagopal (Director, Client Leadership), Anne Leow (Associate Director), Looi Yew Mun (Manager), Sherlyn Chan (Senior Executive), Nadia Chee/Aileen Chew (Executive)
Sunlight’s communication task was to convince its Malay audience of its superior dish-washing abilities. Top-of-Mind Awareness and Consideration are important in this low-involvement category, but Sunlight found it difficult to compete with advertising clutter from more ‘exciting’ brands. Sunlight needed something exciting to engage its audience and grow sales.
The Malay community has multiple celebratory occasions involving large numbers of family and friends. “Kenduri’s” or celebratory feasts have been an integral part of these occasions for centuries. Globalization and changing lifestyles have made “Kenduri’s” a dying tradition. But they still generate strong nostalgia and sentiment, especially amongst middle-aged Malay women. Sunlight leveraged this tradition to connect with this audience, in a contemporary and engaging manner.
We created Kecoh Kenduri Sunlight (Sunlight’s Exciting Feast) that showcased eight real-life stories revolving around “Kenduri”s at various celebratory occasions. Given FTA Television generates highest reach in this audience, TV9 was used. Popular celebrities hosted the 30-minute episodes, with heart-tugging occasions ranging from weddings to Quran-readings and fast- breaking during Ramadan. Sunlight brand values and placements in the script clearly communicated product benefits.
Featured in Top 5 TV9 programs for 8 consecutive weeks! Program rating – 30% more than highest ratings in time-band in past 12 months 49% increase for Sunlight sales year-on-year during campaign period-outstanding result for category leader! Program helped Sunlight reinforce brand appeal amongst Malay audiences.
Advertiser: HSBC Brand: HSBC Amanah Creative Agency: Red Communications Credits: Razlin Johar (Assistant Manager, The Exchange), Yuanne Lau (Director, The Exchange), Bryan Chiang/Kweh Haan Hwei/Cassy Liew (Executive, The Exchange), Lina Tan (Managing Director, Red Communications)
The competitive Islamic finance segment has both local and foreign players fighting to tap its huge potential. HSBC, being perceived as an affluent Chinese brand, ‘unapproachable’ & ‘high class’ needs a warm differentiation to surpass dry and boring financial clutter to win the hearts of their Malay audience.
Audience are Progressive PMEB Malays – modern, ‘futurists’ yet with strong religious commitment. TV, being their top media consumption with strong affinity for drama genre led us to defy norm, by being the first financial institution to develop its own Malay Family Drama on TV3, the channel with the largest share amongst target. The 8-episode drama brings to life HSBC Amanah’s role as an Islamic Financial solutions partner throughout the character’s different life-stages and challenges.
Drama portrayed Faizal and Linda, who needs to turn their lives around in expecting their firstborn child – in 8 months. Each episode is a month of their trials and triumphs – injected with strong cliff hangers. Bank’s services from online banking, mortgages and loan were seamlessly weaved into their journey of purchasing dream home and starting a business. Content were replicated in TV, Radio and Digital (interactive formats) via Tonton.com.my, capturing viewer’s direct response.
Attracting 4.7 million viewers and affinity index (170) against Malay PMEBs, 8 Bulan ranked Top 3 most watched branded content on national TV in 2010. Media ROI was 3.2 times. Brand awareness & consideration grew at +9% and +12%; product sign-ups +68%; new Malay customers doubled with +13% revenue.
Advertiser: Sony (Malaysia) Sdn Bhd Brand: Sony Handycam Creative Agency: - Credits: Law Chan Keong (Managing Director), Lim Kay Chye (Manager), Jennie Koh (Planner), Winnie Teh (Senior Buyer)
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?
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.
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.
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.
Advertiser: Mamee Double Decker (M) Sdn Bhd Brand: Mamee Monster Creative Agency: Animasia Studio Sdn Bhd Credits: How Yuan Yi (Media Director), Vincent Loong (Media Planner), Sim Beng Geok (Client Services Director), Jennifer Chua (Media Buyer), Pierre Pang (Deputy General Manager, Mamee Double Decker), Cheok Ching Won (Marketing Manager, Mamee Double Decker), Joan Yep Mei Yee (Brand Manager)
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Mamee Monster is a popular kids snack. However, with increased competition; driving purely awareness is no longer sufficient. The mission : to strengthen emotional attachment with kids. Hence we sought to use branded content to solve the affinity problem for Mamee monster. The question was “what to use” and “how”?
Cartoons are entertaining and very real in the eyes of any child. So we embedded our mascot into an animated series and made him the hero. FIT- “Bola Kampung” had the perfect strategic fit; promoting fun, adventure and friendship. MameeMonster blended naturally into the story. FOCUS – We sought engaging interactions. With specially crafted placements of our mascot, the brand became alive and loveable. FAME- Programme promos and series reached over 80% of all kids.
Instant FAME was achieved when our mascot came alive in Bola Kampung. He cleverly jumped out of the packaging and became part of the program, appearing in scenes with high kids affinity; toys, hot air balloon, snack food stand, t-shirts, etc. In each of the 26 episodes, our mascot made numerous scripted appearances to keep interest high. When he played football with lead character, Iwan, we knew we won the kids’ hearts.
Our hero in Bola Kampung was a surreal solution to a real problem! Kids’ affinity was hugely positive and awareness increased. Media ROI was 1:6. More importantly, branded content’s engagement value was 3 times higher than what were achieved via spot buys alone. Market share was up 2 percentage points.
Advertiser: Procter & Gamble Brand: SK-II Creative Agency: Idea Innovative Credits: Vivien Tan (SSM-Media Planner), Siti Khasiah (SSM-Project Manager), Asreena Ramdan (SSM-Project Executive), Jane Ang (SSM-Buyer)
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SK-II has built its strong affinity towards the Chinese market. The brand appeals more towards Chinese women, less engaging to the Malay women. SKI-II introduced a new whitening product targeting Malay women. The challenge: To make it appealing to the Malay audience with the new communication strategy ‘aura from within’.
Malay community looks up to local Malay socialites; it makes them feel proud of fellow Malaysians’ outstanding achievements. We wanted to connect with the Malay elite society, thus partnered Astro to produce an 8-episode branded content series, ‘SKI-II Wanita Gemilang’, which showcased successful female Malay socialites. This idea also brought up SK-II’s brand communication strategy, ‘aura from within’ that translated into ‘going beyond white to aura brightness’ message for the audience.
Branded content series include: •Interviews with eight successful Malaysian women; amongst were YM Datuk Paduka Datin Seri Sharifah Hishmah Shahabudin, Datin Paduka Marina Mahathir, and Datuk Khadijah Ibrahim •SK-II tips given at the end of every episode •Weekly branded and sponsored promos, branded opening and closing of the show, lead in/out commercials •Premium positioning of TV commercials
Cross promos on ASTRO RIA and ASTRO PRIMA reached 48% of brand target audience. SK-II Wanita Gemilang was a hit on ASTRO PRIMA. Re-runs were even requested. Collectively, each episode delivered a high rating of 1.2 TVR. SK-II saw an increase of 30% Malay affluent foot fall to SK-II counters.