2011

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Challenge
After 16 years, McDonald’s Prosperity Burger has loyal followers who wait eagerly for this once-a-year burger. However, these existing users are growing older and the product needs to seek new terrain amongst younger consumers who has never tried it. The challenge was to connect to these two distinctive groups.

Solutions
As existing users wait excitedly for Prosperity Burger, high reach media were used to declare that Prosperity is back and to revive their Prosperity love experience. While non-users think they won’t like the burger, they dislike being left out of something that is “happening”. Riding on that social currency, an integrated campaign helped them discover for themselves why 80% of Malaysians love the burger.

Execution
Television was used to quickly build mass reach, with one TVC aimed at reminding existing users to rediscover their passion for Prosperity Burger, and another to induce trial amongst non-users. Newspaper ads promoted newsiness and immediacy. Mega billboards promoted ‘bigness’. Radio ads drove frequency and call-to-action when both targets commute to work or studies. New college media was created to seed in social buzz among young actives where they spend most of their time.

Result
Despite not being a value lunch offering, Prosperity Burger sales targets exceeded the previous years. Sold 3.6 million Prosperity Burgers despite of a shorter sales period. Had successfully re-connected with existing users. Prosperity Burger was part of the social buzz of young actives who even blogged about their eating experiences.

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Challenge
Axe, known globally, is a late entrant into the competitive deodorant category. It had to appeal to young but conservative Malay males, without using its overtly-suggestive global communication. Global brand managers said : No “sex-y” image = No Axe. Can Axe be a success in Malaysia?

Solutions
Young males always have one thing on their mind – Girls! They try all methods to attract them but lack confidence. Getting girls’ phone numbers is considered by Malaysian men as most difficult. Axe established an emotional connection by telling them Axe could make them smell so irresistible that girls would not control themselves from giving their numbers. Communication focus on “getting the number” helped Axe remain within the boundaries of societal permissiveness.

Execution
We swamped the market with a range of activities centered on customized local number “010-2253344” Guerilla activities saw sexy “Axe Girls” handing out their “number” at FIFA WC events and “Car Washes”. “Confession” videos popped up on Facebook featuring girls guiltily handing out their numbers. Sensuous-sounding girls invited callers, through IVR-menu, to the Axe Launch Party, which saw 1000+ turnout. TV helped amplification through “Breaking News” segment about Axe Effect sweeping through the nation.

Result
Resounding Success!!! Axe achieves year-end share target by August, became 3rd largest in category Two-third Malaysian males aware of Axe in launch month Built image on “Makes you feel attractive to others”. Most fans on FB page (over 100,000) amongst Malay male-targeted brands, more than heritage brands like Adidas!

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Challenge
World Cup mania ran wild in Malaysia! Maxis was the official broadcast sponsor of the World Cup (WC). The challenge was to ensure Celcom successfully retained ownership of football as a brand property during the WC season. The battle of share-of-mind begun.

Solutions
Consumers were bombarded with ads all around during this period and all fans have team preference! Celcom Blue Bears became the mnemonic to cut through ad clutter and ignite the fans obsession of their winning team. We kicked-off an explosive integrated mass campaign with key partnerships to engage consumers in every step of the way during the WC season. The combined forces brought the WC spirit alive and kicking in all Malaysians!

Execution
Celcom Blue Bear was the mnemonic consistently present throughout the WC campaign communication in all touch points. TV – Capsules, daily countdown bugs, interviews, news coverage & live cross overs from Celcom WC events Newspapers – Sponsored WC pullout, fixtures, creative buys Online – hosting online games, blogs, tweets, downloadable goodies Ambient – 3D outdoor displays in restaurants, cafes, plasma TV ads & building wraps On-ground – Viewing party, Bear Mob & inter-state futsal tournament

Result
Celcom scored the winning kick in the biggest event of the year! Perception of Celcom owning WC was evident everywhere. Celcom’s advertising awareness and recall soared during this World Cup season by over 40% with positive brand associations. Phenomenal increase – product take-up – 200%.

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Challenge
MILO’s Play More Learn More campaign (instrumental in educating Malaysians on the importance of sports participation) put words into action by creating MILO Camp to get kids involved. With resources rightly focused in 6 key cities, our challenge was to amplify MILO Camp and inspire the nation to follow suit.

Solutions
We formed a seamless partnership with different departments of Media Prima, to amplify our message for parents to allocate more playtime for their children. We looked to position sports as the platform to foster national unity. A key theme in line with government initiatives, it was an effective platform that served our cause, and also fit well with Media Prima’s social objectives.

Execution
To demonstrate media integration, we rolled out the campaign by working with key opinion leaders -Malaysian sports personalities to create buzz on both TV and radio, resulting in amplification of MILO Camp within prime time news, talk shows, and interviews. DJs engaged participants at the Camps, lending social media coverage with their blogs and tweets. Working with newspaper editors, MILO Camp became Headline News, adding solid press credibility to the whole campaign.

Result
Amplifying the “Sports” campaign via editorial format lent ground breaking credibility to the brand. Value of publicity received was at RM13.1 million(+860% more than investment). Awareness of importance of sports was +8% post campaign. Market share increased by 2% after the campaign (that’s a whopping 23 million cups of MILO)!

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Challenge
Maxis was competing against DiGi for iPhone4 market share. It was imperative for Maxis to reinforce its iPhone leadership position in 2010. The challenge to the agency: Own iPhone4 share of voice and make Maxis iPhone4 the most publicized and talked about midnight launch event in town!

Solutions
We turned the iPhone4 launch into a national event equivalent to the national election coverage. We formed a partnership with the big media giants Media Prima TV and AMP Radio to create a larger than life launch event. To further amplify the talk factor, we invited top bloggers to the event.

Execution
It was a double media first. First, we turned Maxis iPhone4 launch into a national event with hourly coverage & interviews. Media Prima stations took turns to do hourly live crossover. At midnight, the historical launch went live on a special news edition. Secondly, Hitz, Era, MY and Raaga did a simultaneous six hours live broadcast on location. TV host, radio DJs and online bloggers joined the hype and became the brand’s spokesperson.

Result
Maxis completely owned the iPhone4 share of voice! It was the country’s biggest and most talked about launch. Maxis garnered 7X ROI from PR on TV, newspaper, radio and online. Maxis iPhone4 launch become a template for future Maxis device launch. Maxis reinforced its dominance on iPhone share in Malaysia.