Advertiser: Dutch Lady Brand: Dutch Lady Creative Agency: Leo Burnett Credits: Ramakrishnan C.N (Executive Director), Samantha Tay (Associate Account Director), Goh Soo Mei (Media Manager), Olivia Lee (Media Planner), Lim Nian Shan (Media Buyer), Sharon Tan (Marketing Manager, Dutch Lady Milk Industries), Karen Tan (Group Account Director, Leo Burnett)
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.
We understood that 1-6 yrs kid are as different
from school going kids as a teenager to a 40 year old. Mothers didnt know this but if reminded she would get it immediately. Our Mothers spend a lot of time
at home and Radio is a big source of entertainment
for her during her me-time. We decided to catch
her attention at this moment of truth with an innovative talk show.
We highjacked popular Radio Stations, Mix. My and Sinar and got the DJs to interview two kids, a preschool and a schoolkid. The cute and funny responses from the kids brought the house down also reiterating the point that the kids in these two segments are very different. The message “ Dutch Lady’s Kid and School milk are “Made-right-for-the-kids-age” “was subtely peppered throughout the 14 days across 3 stations and 3 languages
Mothers clearly understood the need for different milk for the kids. Loyalty amongst Mothers increased by 23%. Past-7-days usage increased 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.
Advertiser: Mamee Double Decker (M) Bhd Brand: Mister Potato Rice Crisps Creative Agency: Spin Communications Credits: How Yuan Yi (Media Director), Vincent Loong (Media Planner), Jennifer Chua (Media Buyer), Sim Beng Geok (Client Services Director), Pierre Pang (Deputy General Manager, Mamee Double Decker), Cheok Ching Won (Marketing Manager, Mamee Double Decker), Cheryl Yong (Brand Manager, Mamee Double Decker)
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.
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.
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!
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.
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)
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.
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.
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.
• 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
Advertiser: Sime Darby Auto Connexion Sdn Bhd Brand: Ford Fiesta Creative Agency: Ion Furjanic & Shawn Lee Credits: Ion Furjanic/Shawn Lee Zufar Zahran/Karen Tan (Senior Executive), Teoh Gek Ling (Manager)
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.
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.
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.
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.
Advertiser: DiGi Telecommunications Brand: Happy Prepaid Creative Agency: Grey Malaysia Credits: Tommy Tan (Senior Planning), Audrey Chong (General Manager)
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’.
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.
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.
• 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