2011

Challenge
Astro wanted to get more Chinese Malaysians to watch its Chinese Channel 311. So in 2010, Astro decided to broadcast selected World cup matches with commentary in Chinese. The trouble was, World Cup promotions were rife and standing out was difficult.

Solution
We knew that our Chinese viewers looked for their daily world cup updates on the sports section of their favourite Chinese newspapers. Instead of the usual announcement ad, we came up with a creative media solution. We used clever word plays that fit in the news context to draw readers to what we had to say. These ‘word blurbs’ came across as genuine comments from the football stars.

Execution
To pull it off, we bought unique island buys that exploited pictures from the matches in order to make the comments seem real. As part of the layout, readers then were exposed to the message that Astro wanted to get out.

Results
Viewership of Astro’s 331 Channel rose by 368% during the advertised period.

Challenge
Panasonic was ready to launch but our competitors were way ahead in creating awareness. Their advertising investment and exposure was extensive and mass reaching. We were faced with the challenge of launching late, and yet needing to outshine everything competitors have done.

Solution
The depth and realism of 3DTV needs to be experienced. Our competitors merely drove experiential marketing through showrooms and roadshows. To outshine our competitors, we needed to bring 3D to consumers, rather than waiting for them to come to us. Hence we recreated the 3D experience through newspapers by using anaglyph images. By using a common medium in an uncommon manner, we aimed to demonstrate the effect of 3D within consumers’ leisurely time.

Execution
Anaglyph images of VIERA 3D accompanied by 1 million stereoscopic 3D eyewear were placed at the most prominent positions (jacket wrap) of five major newspapers circulated nationwide. Readers were prompted to view the images through the eyewear and were intrigued by the unexpected interactivity and actively tried out the 3D experience. The complexity of this execution were met with skepticism from most parties but we persisted and made it happen.

Results
On 2 Sep, Panasonic VIERA 3DTV created huge awareness and brand recall was at an all time high. Panasonic received an influx of sales queries and sales of over 1,300 units exceeded expectations. The media idea is now widely acknowledged as the first-ever 3D advertisement in Malaysia.

Challenge
By November, Prudential was one-third short of its RM1 billion sales target for 2010. How can Prudential soften the market to make consumers more receptive to listen to Prudential agents who approach them, while simultaneously help their agents close more sales with greater ease and speed to achieve their target?

Solution
We asked Prudential agents what they needed to help them close sales. The answer was simple: “Give us something that we can use to start conversations with our potential customer!” With this insight, we conceived the solution of newspaper articles that highlighted the importance of insurance and financial planning, giving Prudential agents a very credible “sales tool” to use as conversation starters, while simultaneously generating publicity buzz that softens the consumer market.

Execution
Working with newspaper marketing teams, we briefed editorial teams on Prudential’s intent to educate the public on the importance of insurance and financial planning, and successfully earned editors’ support to publish a collection of “wake-up-the-nation” articles on insurance. Articles ranging from healthcare to education and retirement were published in relevant editorial sections. Supportive editors even sought information and spokespersons from Prudential, resulting in incidental mentions of Prudential within the articles.

Results
Editorial teams across 6 newspapers supported Prudential’s cause, publishing 35 articles worth RM1.1million, which matched a concurrent ad investment. Prudential agent said, “Most of my agents cut out this article for our selling tool, even forwarding the article to our clients”. Best of all, Prudential exceeded their RM1billion sales target.

Challenge
The Mercurial SuperFly II, Nike’s most innovative football boot designed for explosive acceleration, faces an intense product awareness battle against competitors who were promoting products with similar claims. Nike needs to deliver strong cut-through executions that demonstrate “speed and acceleration” distinctively, and capture the imagination of their “Football-obsessed-teens” (FOTs) audience.

Solutions
FOTs devour football related content across all media, from getting updated scores and viewing televised matches, to reading every word in a newspaper coverage of their favourite players. Research unsurprisingly showed that 80% of FOTs feel positive toward brands associated with their favourite players. So we partnered with Harian Metro and Star, who have highest affinity amongst FOT’s, and integrated into their football personality coverage eye- catching creatives that bring SuperFlyII’s explosive acceleration to life!

Execution
To bring acceleration effects to life, we designed a striking purple vapour trail effect that distorts actual news text, illustrating in a split second the motion of speed. Supplementing this, editor wove in captivating headlines related to acceleration, and then further reinforced the execution by surrounding the content with images of top football personalities renowned for their speed. Capping off, we included stories of how speed led these football stars into winning moments.

Result
On launch day, Nike’s web traffic shot up by 112% and Google search volumes were 2.6 times higher than key competitors, reflecting successful cut-through execution that sparked curiosity. We gained extensive earned media (4x ROI) and capturing interest for news or product coverage in magazines, blogs, and other newspapers.

Challenge
CIMBBank launched the nation’s first FOREX ATM, where would-be travelers could withdraw up to 8 different currencies 24/7. As no other banks in Malaysia have such innovative and forward thinking service, we saw this as an opportunity to claim our territory. But how do you do so with only RM80k?

Solutions
Travelers are always on the look-out for travel information. They constantly seek for inspirations on where to go next. Even to those who do not travel, travel tales catch their attention too. Tapping onto this insight, we collaborated with TheSun to integrate our theme into their on- going travel column. Each article during the campaign was to be dedicated to the countries which currencies were offered by our FOREX ATM’s.

Execution
One whole tabloid page was customized to launch the biggest financial service innovation! We used captivating headlines to draw travelers’ attention to the page and our message. “The Lure of San Francisco” article was paired with an ad highlighting USD, “The City that Never Sleeps” was the headline for Hong Kong Dollars and the stories went on. Visually, we ensured colours used in the headline links through to our ad, bringing a seamless integration.

Result
Using 15% less than the original budget (from RM80k to RM65k), we owned the travel column for 2 months, fully allowing us the opportunity to announce about the nation’s first ever FOREX ATM. This translated to 182% media value vs. the actual spends that was seen never before!