2011

Challenge
How can we launch MisterPotato’s new variant RiceCrisp (made from Rice not Potatoes), in a
highly cluttered category? Fussy consumers will
have to be inspired and energized to induce trial
for RiceCrisps. The challenge was to create a campaign which was highly intrusive, and never thought possible by radio fans.

Solution
Radio provides Reach and Affinity but is traditionally a passive medium. Through close collaboration with Radio stations we used Radio in an interactive manner, creating a media first. How?—We broke a cardinal sin on Radio; DJs broke a taboo by EATING on-air! They were heard snacking constantly. We owned the airwaves with the highly intrusive Munching Crunching sound on Radio. Now, DJs were no longer eloquent, crunching on RiceCrisps, too good to resist.

Execution
So irresistible, all the DJs snacked on RiceCrisps – the whole day! To put a stop to this, the head of the Radio Disciplinary Department pleaded to the listeners – “Help me catch the DJs snacking”. When they hear the crunching sound, listeners can call-in and say “CAUGHT YA SNACKIN” to receive their bounty. Heard across top three stations simultaneously; Era, MY and Hitz, Catch the DJs Snacking became talk of the country!

Results
Through this truly intrusive radio campaign, RiceCrisps owned the listener’s headspace and the new product flew off the shelves. Sales exceeded projection by 43%, selling over 130,000 cartons in just 3 months. Market share increased by 25%, further solidifying its market leader position.

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 were received providing football trivia questions to DJ Ean
• Captured by 4500+ bloggers with 3.6 million+ followers, valued over MYR9 million

Challenge
Ford’s imagery in Malaysia has been that of a functional brand, shaped mostly by its SUV’s and Trucks. To successfully launch the new Ford Fiesta passenger car – targeted at younger consumers – our challenge was to rejuvenate the brand and make Ford cool, relevant and desirable to GenY.

Solutions
With a name like Fiesta, music was identified early on as a key communication platform. To appeal to GenY, it could not be just any music – it had to be innovative music. We commissioned local artist and world’s #9 beat-boxer Shawn Lee, and paired him with New York music producer Ion Furjanic, to create a unique song for Ford Fiesta using only the sounds of the car and Shawn’s beat-boxing talent. No instruments allowed.

Execution
Radio stations were flooded with the song to create the “Fiesta” hype nationwide and our unique proposition of a song that was made “using only a car and a beatbox” left a memorable footprint on the airwaves! Listeners were further engaged with the “making of” webisodes showing the entire creation journey of the song between Shawn and Ion. Audio and video versions of the song were also available for Fiesta fans to download.

Result
Ford Fiesta went from zero to 60% of total Ford sales! Enquiries, showroom traffic and test drives tripled compared to pre-launch average. Several Ford regions (Central America, South America, Middle East, Asia-Pacific) have requested rights to use the song.

Challenge
Rookie brand, Happy Prepaid, a product made just for Kelantan and Terengganu had less than 4% TOM awareness. Use of mainstream advertising was out of the question. Plus Happy Prepaid unusual proposition which required a lot of education to both customers and trade front-liners, ‘Anda Jawab, Kami Bayar 3 sen’.

Solutions
In order to give Happy Prepaid a fighting chance, we first needed to create mass social acceptance for the brand, and for its unique proposition. We could only rely on local community radio and of course, the oldest mass medium of all: word-of-mouth to build this brand. “KL” symbolizes fun and excitement by Kelantan and Terengganu youth. What was missing from their day-to-day lives was the KL-like excitement in a localised (read: socially-acceptable) way.

Execution
We worked closely with THR Gegar, the top local community radio station and with the station’s top DJ Isma Halil and created a new on-air radio segment and off-air radio-driven program built entirely around Happy’s proposition: Answering Calls. Listeners would answer calls from DJs and they would to talk about (and SING, and RAP, CLAP about) Happy’s one-of-a-kind proposition. The other hype was to rally enough people to unleash a street concert.

Result
• 1.56mil listeners tuned in to the AJKB daily radio segment • 11,000+ participated via SMS • 5000+ locals attended the street concert • Recall was 84% within 3 months, 96% recall by end 2010 • Subscribers grew 136% in 3 months • Revenues increased by 217% in 3 months