2011




2011 | |

‘Turnoodling’ Minorities into Big Business

Advertiser: Spin Communications
Brand: Mamee Mie Goreng Indonesia
Creative Agency: Mamee Double Decker (M) Bhd
Credits: How Yuan Yi (Media Director), Mandy Liew (Senior Media Planner), Vincent Loong (Media Planner), Sim Beng Geok (Client Services Director), Pierre Pang (Deputy General Manager, Mamee Double Decker), Cheok Ching Won (Marketing Manager, Mamee Double Decker), Kevin Choo (Brand Manager, Mamee Double Decker)

Challenge
Launch new Mamee Mie Goreng Indonesia (MGI) to migrant Indonesians in Malaysia, a largely untapped market. However, media and distribution channels to reach Indonesians are very different and underdeveloped. How can we use a media channel effectively and double up as a possible distribution point?

Solution
Indonesians feel home sick and neglected in Malaysia. They are highly in-tune to anything Indonesian. Showing care and attention will win over hearts. With Kongsi Attack, we ran a custom-made POS campaign; a channel where we sold MGI, provided continuous branding with engaging activities and sampling with special price promotions. Our “Authentic Indonesia” POS campaign opened a doorway to their homes. A new distribution channel was created where we sold MGI right at their doorstep.

Execution
We built a complete brand experience around our POS vehicle, the MGI sponsored Kongsi Attack vans. A fleet of MGI Kongsi Attack vans visited large Indonesian communities. Here, Indonesian MGI promoters swept in to adorn their homes with Deddy Mizwar (an Indonesian celebrity) posters and buntings. Entertainment came alive with cooking demonstrations and filled stomachs with bowls of MGI noodles. As garnishing to the noodles, MGI was sold at a special price at this POS.

Results
New distribution point was created for Mamee. We sold MGI at the Kongsi. During these visits alone, 690 cartons were sold, exceeding our target by 110% and costing only RM100,000. This new product, MGI, contributed to an increase of almost 10% to total Mamee Noodles portfolio.

2011 | |

How TuneTalk Allies with 7-11 to seize Market Share

Advertiser: Tune Talk Sdn Bhd
Brand: TuneTalk
Creative Agency: GroupM
Credits: Norshiha Tahir/ Sebastian Chan (Executive)

Challenge
Mobile Prepaid market is dominated by the “Big 3”, spending 8-figure advertising Ringgit annually protecting their market share. Compounded with cutthroat daily price war, it’s impossible for any new brand to survive! TuneTalk a Challenger brand needed to invade this competitive category and steal market share to remain in business.

Solution
Product availability awareness and convenience are key ingredients to close sales. 60 million prepaid top-ups are sold through 7Eleven monthly; the main distribution outlet that captures 900,000 eyeballs daily. TuneTalk must get into 7Eleven with a differentiated approach to survive. For the first time, we gave 7Eleven an irresistible proposition. Tailored A&P plan communicating product availability drove traffic to 7Eleven, whilst exclusive contests enticed product trial and in- store POS advertising delivered additional revenue for 7Eleven.

Execution
The customer engagement journey started with radio driving the target audience to 7Eleven stores. Once at the stores, potential customers are greeted with TuneTalk unique product proposition right from the entrance door, windows, aisle, floor and cashier counter with messages tailored to influence product purchase on the spot. Partnering with AirAsia, we ran contests where customers who purchased TuneTalk at 7Eleven will stand a chance to win free flights.

Results
After invading 1,212 7Eleven stores, TuneTalk seized 20% market share from competitors and this translates to a huge 12million monthly top- ups during the campaign period. The 7Eleven campaign initiative became a permanent activity in TuneTalk marketing calendar.

2011 | |

The New ‘Airline Crew’ by Axiata

Advertiser: Axiata Group Berhad
Brand: Axiata Roam
Creative Agency: -
Credits: Juliana Chua (Planning Director), Low Bee Lin/Darren Pedley (Activation Manager)

1replace_2

Challenge
To capture in and outbound travellers’ attention on Axiata’s low roaming rates offered by their network of mobile operators. High roaming cost is always a travellers’ concern. The promotion was for 3 months. Task was to enable message cut-through in an impactful manner against the competitive and cluttered airport scene.

Solution
Created an innovative and first-of-its-kind promotional sales activation within the airport grounds to influence and push travellers to switch to any of Axiata’s network when they arrive at the respective countries. The arrival and departure terminal is a point-of-sales touch point for a telecommunication segment in an airport environment. The goal is to have promotional ambassadors capture-divert-engage with the travellers to broadcast the Axiata promotion through an unconventional manner in a disruptive airport environment.

Execution
To complement the airport environment, we invented the Axiata Roaming Crew where the promotional ambassadors are disguised as a group of airline crew representing Axiata’s operating companies from 5 different countries in Asia. The Axiata Roaming Crew captivated the attention of all airport travellers in KLIA and LCCT, as they were dressed in an unusual manner for an airline crew. The message board that they were carrying highlighted the roam rates for Axiata’s respective network.

Results
The Axiata Group recorded a 30% increase in roaming traffic during the 20-day ground activation per airport. The travellers took the time to read our message board and have their pictures taken with our ‘airline crew’. Instant e-flyers were developed from the pictures the travellers took and shared it online.

2011 | |

Boom, Shake, Shake, Shake the tree!

Advertiser: F&N Interflavine Pte Ltd
Brand: F&N Fruit Tree
Creative Agency: Bates 141
Credits: Chew Kagee (General Manager), Chai Yen Yen (Associate Director), Velda Kon (Media Manager), Yvonne Lau (Media Supervisor), Jacinth Lum (Media Planner), Stephanie Wong (Brand Manager, F&N Interflavine Pte Ltd), Ajay Bakshi (Executive Creative Director, Bates 141)

POS - Boom, Shake, Shake, Shake the tree!

Challenge
2010 saw a whole new level of aggression in Juices category with the entry of Minute Maid and Fruit 10. F&N Fruit Tree faced an uphill challenge of driving up sales among on-the-go youth by owning ‘authentic fruit juice’ in a category where loyalties often shifted at the last mile.

Solutions
We discovered that the most authentic ‘Fruit’ experience for most consumers meant ‘Straight from the Tree’. To bring alive the freshness and genuine Orange taste of F&N Fruit Tree via a fun participation, a Travelling Fruit Tree was conceived. To ensure no fall-throughs, Trial had to be followed immediately by purchase, so the tree travelled across 7-11 stores in Pen Malaysia, where curious passers-by got to shake the tree and win their ‘Fruit’.

Execution
The Travelling Tree was timed to arrive at 7-11 stores during lunch hours, to capture maximum on-the-go crowd and to magnify the buzz around it. The stores were chosen in heavy traffic areas which attracted huge attention. A combination of radio, Facebook and newspapers drove people to follow the Travelling Tree on its journey – telling them when and where – and have their shake.

Result
From the 20 locations, 10,000 people sampled the juice. 70% of consumers who shook the tree, purchased F&N Fruit Tree immediately after. Due to this activation hype in 7-11, the brand’s trial rate has increased by 47% compared to the previous quarter.

2011 | |

The Lion King

Advertiser: Southern Lion
Brand: Kodomo Lion
Creative Agency: Cheval Creative
Credits: Alex Goh (Group Account Director), Shareen Chew (Account Manager), Leow Mei Lin/Ivene Yee (Media Planner), Bala Pomaleh (Managing Director)

Challenge
With ever mushrooming FMCG brands in the market, the incremental cost to engage both parents and children into purchasing Kodomo Lion via traditional media was getting increasingly expensive. The challenge was for the agency to effectively reach them at a lower cost per reach.

Solutions
Often parents bring their kids to their hypermarkets visits and we know that each child’s “pester power” by methods of whining or using their doe eyes can be difficult to resist. Most children find the visuals irresistible thus pestering their parents to approach the shelf while the communication message of the visuals was more informative to be aimed directly at the parents. We dominated the toothpaste category in Jusco and Carrefour hypermarkets to maximize reach.

Execution
To ensure that we were not misallocating resources, store walks were conducted to understand exactly what creative works would warrant maximum direct cut-through communication. Combined with an integration of mediums by using additional floor stoppers, its first main goal to capture the attention of the shoppers was achieved while the shelf banners retained their attention at the most crucial point of purchase.

Result
Results show incremental sales estimated 50% growth on Kodomo Lion compared to last year. Through the category domination, it allowed client to garnered better trade and shelf product placements. The win-win situation not only benefited client, but brings joy and happiness for the parents and their kids.