2011




2011 | |

See things from your Kids POV

Advertiser: Dutch Lady
Brand: Dutch Lady
Creative Agency: Leo Burnett
Credits: Ramakrishnan C.N (Executive Director), Goh Soo Mei (Media Manager), Olivia Lee (Media Planner), Chow Lee Kheng (Media Buyer), Sharon Tan (Marketing Manager, Dutch Lady Milk Industries), Christy Yong (Brand Manager, Dutch Lady Milk Industries), Karen Tan (Group Account Director, Leo Burnett)

Challenge
Even though the dietary needs of young kids are very very different from those of school-going kids, for mothers of most kids, Milk was Milk – a homogeneous commodity. With the launch of different Milk for 2 segments, Dutch Lady had to change this belief against deeply ingrained behavior.

Solution
Kids say the funniest things at times. The hilarity combined with their cuteness and innocence make these, the most shared & enjoyable conversations among moms. We decided to infiltrate these conversations, using sharp difference in kids’ perspectives to dramatize how kids in these two segments are very different. Innovative approaches were used across Online, Radio, Newspapers, Cinema and POS to contrast all three needs – Mental, Physical and Emotional.

Execution
Highlighting the differing mental and intellectual levels, A custom app. on facebook invited Moms to share the cute responses to 3 innocent questions. Kids from the 2 segments were interviewed on top Radio shows to contrast their cute and hilarious perspectives. Kids programs in TV guides in top newspapers were segmented to underline different emotional and entertainment needs. Different-sized custom combo packs in Cinema halls and Height Scales on supermarket shelves highlighted differing physical needs.

Results
The campaign reached about 83% of the target moms. Mothers understood the concept of different milk resulting in Past-7-days usage increasing by a whopping 44%. Market share grew by 10%, making this the most successful launch for them in recent history and is changing the milk game in the market.

2011 | |

A World Record for Uniqlo

Advertiser: Uniqlo Malaysia
Brand: Uniqlo
Creative Agency: Tribal DDB
Credits: Wong Tse San (Client Services Director), Vincent Ong (Associate Account Director), Queenie Phang (Media Buyer), Yasuhiro Hayashi (Division Manager, Marketing-Corp. Planning, Uniqlo Singapore Pte Ltd), Seiu Iwamoto (Global Marketing & Communication, Uniqlo (Tokyo Office)

Challenge
Client’s expectations were big; 2,000+ people showed up for Singapore and Taiwan’s Uniqlo launch. But knowing Malaysians and without a carrot, we had a huge task to get people to come for the launch. On top of that the Uniqlo brand, while big overseas, wasn’t well known here.

Solution
Instead of starting from the usual BOUGHT media, we started from a totally different place – our target audience motivations. By understanding what arouses their interest, we turned Uniqlo into a cult-like movement and the store opening into THE fashion event of the year. We revolutionized the BOUGHT-OWNED-EARNED (BOE) concept by starting with EARNED media that led to OWNED media before we BOUGHT media. An extremely risky strategy – never been done before.

Execution
Immense use of viral and PR was the first phase to create awareness of Uniqlo which created a trickledown effect. Facebook was the key platform that drove the viral effect. When the conversations took momentum, we dominated outdoor formats within the store vicinity and transit media to further fuel the heat. One week before launch, impact media was deployed. Daily countdowns on radio and press raised our audience expectations, further driving them to the event.

Results
Uniqlo amassed more than 11,000 fans on Facebook within a month. On the eve of the opening, 2,000+ fans committed to attend the opening. On the day, 5,630 customers turned up for the Opening! We created the largest ever opening of Uniqlo in the world!

2011 | |

DiGi Bola! Bola! Bola! Living in a Billboard

Advertiser: DiGi Telecommunications
Brand: DiGi
Creative Agency: Grey Malaysia
Credits: Chrissy Ang (Media Manager), Audrey Chong (General Manager), Chan May Ling/David Leong (DiGi Telecommunications)

Challenge
During World Cup 2010 season, brands’ share of voice drowned out, media space becomes cluttered, high volume of advertisers’ promotions. Maxis and Celcom, both had huge investments in mainstream media channels, which stood to hurt and drown out DiGi’s
share of voice during period.

Solution
This matchless idea broke away from the traditional use of media channels, thus created new real estate ‘radio-in-a-billboard’. Coupled with mobile and WOM to promote the first of its kind “live-in” billboard that housed Hitz.fm’s Morning Crew DJs. For 50 hours straight the DJs had to live, breathe, eat, talk, and sleep in the billboard. Not allowed to leave their temporary home, the DJs could only focus on the competition, WC2010 broadcast, and DiGi’s promotions.

Execution
Capitalized on both DJs’ huge following plus strategically located outside Pavilion KL, the ‘live-in’ billboard attracted huge attention. DiGi imposed a challenge for JJ (footie fanatic) to educate Ean (basketball jock) on all things football during the 50-hour bootcamp. Ean was required to answer at least 50% of questions correctly submitted by radio listeners from calls or SMSes. Failing to do so, Ean would have to stay another 24 hours in the billboard.

Results
• In two weeks, campaign attracted 1,000,000+ listeners per week on Hitz.fm.
• 5000+ people attended the launch event in the span of 3 days.
• 1000+ sms wer e received providing football trivia questions to DJ Ean.
• Captured by 4500+ bloggers with 3.6 million+ followers, valued over MYR9 million.

2011 | |

HSBC ‘Hijacked’ The Malaysian Megasale

Advertiser: Dutch Lady
Brand: Dutch Lady
Creative Agency: Leo Burnett
Credits: Ramakrishnan C.N (Executive Director), Goh Soo Mei (Media Manager), Olivia Lee (Media Planner), Chow Lee Kheng (Media Buyer), Sharon Tan (Marketing Manager, Dutch Lady Milk Industries), Christy Yong (Brand Manager, Dutch Lady Milk Industries), Karen Tan (Group Account Director, Leo Burnett)

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Challenge
The newly enforced RM50 credit card annual tax caused a cardholder decrease of 2,100,000 in nine months! Transferring balances to cards offering long-term benefits, cardholders subsequently spent less with accumulated balances owing. Competition to maximize business from remaining cardholders intensified, challenging HSBC to retain cardholder spending while gaining new sign-ups.

Solutions
Our research showed that consumers only consider ONE thing when using credit cards, and that is savings! Consumers always opt for whichever gives them the BIGGEST discount. Nothing else matters! Leveraging Megasale’s markdowns, we created compelling INCENTIVE to spend with HSBC by enticing shoppers with an EXTRA 25% rebate on top of ALL Megasale discount offers. This encouraged positive spending behavior, and convinced consumers to make HSBC credit card their first choice when shopping.

Execution
Strategizing the INCENTIVE to spend, we identified the LARGEST active sales advertisers and hijacked their advertisements using newspapers front-page wrap, which created an HSBC umbrella over EVERY sales advertisement within the newspaper! Similar hijacking strategies were activated across mediums to create an HSBC umbrella over other big sales advertisers on radio stations, groceries catalogues, point of sale retailers, shopping malls, and hypermarkets. Each medium worked together synergistically, enticing consumers to enjoy the real deal.

Result
This was HSBC credit card’s most successful campaign in its history! HSBC gained the highest number of new sign-ups, exceeding target by 190%! Total incremental spend surpassed expectations with +171% increase, while usage frequency recorded significant growth of +34%, proving successful retention of cardholder spending loyalty with HSBC.

2011 | |

NIKE Writes the Future of Malaysian Football

Advertiser: Nike
Brand: Nike Football
Creative Agency: Kinetic Design & Advertising
Credits: Bryan Chiang (Executive, The Exchange), Yuanne Lau (Director, Client Leadership), Lim Li Yen (Executive-Digital, GroupM Malaysia), Natasha Sebastian (Senior Manager, Digital-GroupM Interaction), Hani Mahdi (Former Director, Client Leaderhip, Mindshare Singapore), Daniel Tan (Account Executive, Kinetic Design & Advertising), Carolyn Teo (Account Director, Kinetic Design & Advertising)

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Challenge
Since Nike wasn’t an official sponsor of the FIFA World Cup, they were blocked from associating their brand with the event by FIFA’s anti-ambush rules. To overcome these restrictions and achieve higher SOV than the ‘official sport sponsor’, Nike needed to build brand relationship with the elusive Football-obsessed-teens (FOTs).

Solutions
From playing football to following football related content, FOTs live and breathe football, aspiring to become a top football player. We set out to teach FOTs and experience all-round football to foster a strong relationship with them before the World Cup. Concurrently, we activated ‘Write-The-Future’ (WTF) campaign that paved the road to the World Cup and motivated FOTs to excel in football, strategically engaging FOTs with Nike in three phases: Inspire, Enable, and Celebrate.

Execution
Centered on ‘WTF’ theme, we created on-ground football trainings that form emotional connection. Print editorials, PR, and social media highlighted inspiring stories and training advice from top footballers. Nike Cup tournament was then launched during World Cup alongside with unconventional viral video roadblock featuring WTF top footballers on TV, Facebook, Cinema and Youtube, enabling FOTs to realize their aspiration at Nike Cup. Finally, we amplified talk-ability by celebrating the goal moments on ‘real-time’ social media.

Result
Over 15,000 FOTs participated in the Nike Cup, breaking FOTs ties with the ‘sport sponsor’ in World Cup. Nike achieved 50% SOV within sports category, widening the gap with its key competitor by 30%, and WTF Facebook earned 20% more ‘likes’ than its key competitor!