2011




2011 | |

What Berry Are You?

Advertiser: DiGi Telecommunications
Brand: DiGi
Creative Agency: Naga DDB / IF Interactive
Credits: Edhir Eusof (Senior Digital Planner), Audrey Chong (General Manager) Woei Hern/Loo Chun Guan/Caroline Kong/(Naga DDB Malaysia), Richie Khaw (DiGi Telecommunications)

Challenge
Too little, too late? DiGi, in 2010, offered BlackBerry telco plans, FINALLY! Competitions were two years ahead in market penetration. Sales were pretty fragmented; all three giant telcos were gunning the same target audience. The challenge: To ‘rebrand’ BlackBerry usage and to create a new generation of non-corporate users.

Solution
BlackBerry user is widely referred to as “CrackBerry”, which is a reference to the addictiveness of crack cocaine. Understanding the addictiveness of users, we banked on our highly sociable and heavy online gamer’s audience. In essence, ‘Whatever social creature you are, DiGi has a perfect made-for-you Blackberry plan to meet your particular social needs.”Thus was born, the ‘What Berry Are You?” social game; Facebook being the main platform to demonstrate BlackBerry’s social capabilities.

Execution
It’s all Social! Connect via Facebook: Whatberry.com.my Play: Players go through a series of questions, then assigned unique ‘Berry -Avatars’ with recommended Blackberry plans to suit their social lifestyles Learn: From pragmatic ‘Bargain Berry’ to highly-strung ‘WTF Berry’, individual’s social media characteristics were perfectly matched with a Blackberry plan. Share: The more you play and share, the more players earn points. Top scorers stood a chance to win limited edition DiGi Blackberry phones.

Results
• 70% of online participation KPI
achieved within week 1
• 88,657 microsite unique visitors
• 443,285minutes spent on site
• 70,000+ participants shared Whatberry.my
• Blogs valued at MYR370,000+
• 270,000 unique Whatberry.my mentions
generated on Google Search
• Plans sold: 183% increased in 2nd half of 2010

2011 | |

When Malaysian Men Saved Angelina

Advertiser: Buena Vista Columbia TriStar Films
Brand: SALT
Creative Agency: Monster Interactive Sdn Bhd
Credits: Neeraj Gulati (Director Social Media), Samantha Tay (Associate Director), Olivia Lee (Media Planner), Albert Ng (Digital Planner), Faridah Ismail (Senior Buyer), Ramakrishnan C.N (Executive Director), Carmen Phua (Marketing Manager, Buena Vista Columbia TriStar Films), Valerie Cheah (Account Executive, Monster Interactive Sdn Bhd)

Challenge
Malaysian moviegoers prefer Macho Action and high- quality CGI from Hollywood. SALT was a mystery thriller riding only on Angelina Jolie with none of the above drivers. Among the plethora of summer releases, including hugely anticipated “Inception” and “Twilight-Saga”, our challenge was to fuel curiosity about SALT.

Solution
In the movie, SALT Angelina Jolie is in mortal
danger and needs to survive a conspiracy against her. Now which red-blooded male wouldn’t want to be a knight in shining armour to a sexy damsel like Jolie. So, we decided to build on this primal fantasy of all men. Mystery thrillers thrive on suspense and surprise and our media innovation did just that to make men curious.

Execution
We decided to use her voice from the Trailer where SALT called out desperately for help from somebody. SALT banners across websites and messenger, ask for your mobile no. and once you put it in, the trailer begins. Just when the trailer shows Angelina Jolie dialing for help, your phone rings and there is poor Angelina Jolie begging desperately for help from you in a perfect sync with the video in front. Coming soon. SALT.

Results
The campaign was viewed 2.5 million times, reaching 77% of the Male TA. Thousands got Angelina’s desperate call for help. Close to 800,000 ran to cinemas
to rescue her with friends, driving opening collection
36% higher than her previous released, WANTED and
crossed the opening collection of even INCEPTION.

2011 | |

Malaysian Mommies Flaunt their Bump

Advertiser: Dutch Lady
Brand: Friso Mum
Creative Agency: Slipknot
Credits: Ramakrishnan C.N (Executive Director), Goh Soo Mei (Media Manager), Olivia Lee (Media Planner), Chow Lee Kheng (Media Buyer), Rahul Colaco (Marketing Director, Dutch Lady Milk Industries), Debby Ho (Marketing Manager, Dutch Lady Milk Industries), Francis Tan (Business Director, Slipknot), Victoria Chu (Senior Account Manager, Slipknot)

Challenge
Against hordes of pharma brands in premium milk guaranteeing to turn your babies into Einstein, Friso needed to win the hearts of first time pregnant women. White collar would-be mommies were cynical about the cacophony of claims and wanted a brand that genuinely understood their needs – said and unsaid.

Solution
Pregnancy for Malaysian women was not just physically challenging, but as the bump grew, they grew increasingly conscious of their looks and their body, sulking, feeling depressed and turning inwards. Motherhood had become a scary journey. We decided to turn this scare on its head by “CELEBRATING THE BUMP”. With the new visual Life-on-Cam culture, where privacy was being redefined each day, We invited would-be- mommies to leave their shell and flaunt their bump on facebook.

Execution
A celebrity DJ mom triggered the flaunt by uploading her own ‘bump beautiful’ and she invited others to post theirs as well in the hippest and most interesting way possible. They in turn invited their friends to comment, vote and share forward their flaunt and help compete with other mothers-to-be. Moms network with moms a lot and the peer momentum that this Flaunting, sharing and conversing generated, brought out even the shy ones.

Results
The campaign saw a ‘bumper’ response bringing back the joy of motherhood. Reaching 73% of TA, 20,530 joined it. 104,600 likes&comments generated RM3.6 Million worth of earned media. Brand Consideration increased by 38%, “Brand I trust” score by 160%, leading to an increase in Friso sales by 32%.

2011 | |

A Korean Love Drama

Advertiser: AirAsia X Sdn Bhd
Brand: AirAsia X
Creative Agency: AirAsia
Credits: Eileen Chui (Manager, Digital), Johann Anuar (Executive, Digital), Guat Ching Chia/Edhir Eusof (Senior Executive, Digital), Desmond Kiu (Head of Digital), Chan Yuen Yee (Account Manager, Nom Nom Malaysia)

Challenge
In August 2010, AirAsia X (AAX) launched a new route to Seoul, South Korea. Dominating competitor Malaysia Airlines (MAS) responded by increasing their Seoul route frequency to daily flights. AAX operating with such low margins, needed to grab significant market share from MAS to make the route profitable quickly.

Solutions
Consumer insights revealed that MAS had established Korea as a destination using the hooks of culture, winter scenery and food promotions. However, the surveys also revealed that these attractions had become passé with the consumers. Further surveys revealed a huge “open secret” amongst Malaysians – their love for Korean drama series (K-dramas). Hence, the idea was to engage bloggers from both Malaysia and Korea, and start a ‘love story’ across the two nations

Execution
Two bloggers, a Malaysian girl “Cheeserland” and a Korean guy “GloriousLD” accidentally meet on AirAsia’s Facebook page. A romance blossoms and spills over into their own blogs, tweets, messenger and Facebook page, each linking readers to AirAsia’s assets on these social platforms. Soon, Cheeserland decides to visit GloriousLD in Seoul. Over the following six months, they discussed pre-holiday preparations to fly with AirAsia, places visited, friendships made, and post-holiday pictures and nostalgic memories

Result
Readers were hooked to the online romance and educated themselves on Seoul. AAX sold out the promotional fares to Seoul in just ONE DAY, and for the subsequent three months, 60,000 tickets were sold with passenger load reaching 90% on every outbound flight to Seoul.

2011 | |

Unleashing the “Tiger” in the Social World

Advertiser: Guinness Anchor Berhad
Brand: Tiger Beer
Creative Agency: G2DI
Credits: Audrey Ooi (Executive, Digital), Desmond Kiu (Head of Digital), Matthew Pak (Senior Executive, The Exchange)

Challenge
It was the Year of the Tiger, and Tiger Beer needed to be that “Tiger” by launching a new platinum look. Due to production issues, Tiger Beer’s launch was only confirmed days before the deadline to market it, challenging us to creatively execute a fierce launch in just three days.

Solutions
Three days is insufficient to design a print ad, much less a TVC. This didn’t dampen our spirits, for we realized our target audience doesn’t trust TV or newspapers anyway, placing more trust in social media and word of mouth. So we dropped an explosive announcement on Facebook, Twitter and blogs, and released word that a nearby food court was giving out free Tiger Beer.

Execution
We intentionally made it sound like a rumor, strategically creating talkability as people turned to social media for peer verification. Key social media users with large followings took it a notch higher, updating their social profiles with the hashtag #freebeer for three days. A few hours before the launch, we sent photos of the beer setup to Key-Opinion-Leaders, who posted on their profiles, verifying that Tiger Free Beer was actually true, and increased hype.

Result
The hype attracted 10,000+ Facebook fans. Three thousand came for free beer, tweeting and updating Facebook within two hours, leaving others envious. Numerous free post-event blog coverage contributed to a total PR value of RM1,000,000, a 333% ROI. We successfully unleashed that “Tiger” in the year of the Tiger!