2011

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Challenge
Johnson’s baby has been facing stiff challenge to maintain its leadership position in a very staid category seeing an influx of smaller brands. Johnson’s baby needed to showcase its overarching superiority over others to the moms and moms-to-be by connecting with them in a deep emotional way and create talkability.

Solutions
New mommies have thousands of questions during their motherhood and need a confidante, to who they could turn to during their journey. Mommies trust recent mommies the most and look up to ICON MOM. We decided to use Erra Fazira, a popular ICON, who had just given birth and is now an experienced mom who has gone through the same phases and would be the best soul sister to hand hold them in their journey.

Execution
8 episode, 30min branded talk show called TIKTOKTIKTOK Bayiku was created. The episodes saw Erra chatting up with Mommies, Role Models & Experts while taking them from pregnancy to husbands role to problems of working mothers. Each episode was designed to showcase a product from Johnson’s baby portfolio via guidelines and address Q&A’s from audience. All the while the brand was seamlessly integrated into the program based on occasion, lifestyle and mindset context.

Result
The program got a peak rating of 10.6TVR and was one of the highest rated programme in fringe time on TV9. Johnson’s baby remained unchallenged as the No.1 brand amongst mom with baby with highest Brand Equity Index. Johnson’s baby managed to push the envelope to grow sales by 4.5%.

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Challenge
Last two years had seen a plethora of brands in juices claiming real orange, natural orange, genuine orange, true orange, 100% orange, and sometimes dozen vitamins to boot. As a latecomer, Minute Maid had to cut through the clutter, and be different enough to make people try the product.

Solutions
Taste was the biggest truth in beverages and when it came to juices, pulp was where the magic was. So, we romanced the simple delicious pleasures of a juicy chewy fulfilling pulp – via a new word – “Pulpylicious”. We decided to use a “Shake, Tickle, Chew” ritual, (shake and drink, pulp tickles taste buds, chew for pleasure) to experience the “Pulpylicious!!!”. It was fun, it was crazy and it was very very delicious.

Execution
Minute Maid brand was a jester – fun, naughty and humorous. We took over a youth program – Bang Bang Boom on TV3, where people play crazy pranks on streets. 6 episodes of custom ‘pulpylicious’ segments invited people to participate and spread their own contagious shake, tickle and chew routine! “8TV Newbies” used Shake, Tickle and Chew themed footages across four new programs to create pulpylicious capsules. Special Transformer trucks sampled creating fun curious buzz.

Result
The show was highly successful! The ratings boosted to 19TVR. Minute Maid Pulpy’s awareness soared to 64% beyond our target! Minute Maid also had good handover from awareness to consumption intent – a strong indication that Pulpylicious works to engage our audience. Today, the brand is commonly known as Pulpy.

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Challenge
Every year thousands of brands try to ride the CNY bandwagon, but they often disregard how their product is relevant to CNY occasion, creating humongous me-too clutter. BRAND’S Essence of Chicken wanted to break through the clutter by bringing its own meaning and relevance to CNY for their youth target.

Solutions
BEC stood for “Staying Alert”. Every CNY, millions of Chinese would stay awake all night in a timeless tradition called “Shou Sui” – to bring long & prosperous lives to their parents. Despite best intentions, it was difficult to stay alert – a perfect relevance for BEC. Most Chinese grew with mums giving them BEC for their well-being, on CNY, children ‘paid back’ by taking it for Parents’ well-being. We decided to own “Shou Sui”.

Execution
BEC’s target was youth, so we developed a music video to tell our story. It was aired for entire CNY month on 8TV, Malaysia’s top Chinese station. We also developed a special “Shou Sui” segment on ’8TV All Stars CNY Special’, where celebrities brought out the meaning & fun experience of Shou Sui, with seamless integration of BEC as their aid in staying alert. The youth icons from video greeted CNY on behalf of BEC.

Result
A total of 3.3 million Chinese youths were reached with FREE airtime worth 1 million. BEC achieved record breaking sales of 15% increase from the previous year.