2011

Challenge
A fairly new brand across Asia, it is crucial for AXIATA to strengthen its regional awareness and brand proposition of “Advancing Asia”. AXIATA needed to find a spot-on property to spring board their brand awareness and linkage to their Operating Companies across Asia region.

Solutions
We found that in The Amazing Race Asia (TARA) – a well known Race reality program that is all about Asia and going beyond limits. The Race consisted of teams who strived beyond limits to achieve excellence which is a exact reflection of what AXIATA is about. And to ensure AXIATA’s essence was clearly demonstrated, customized challenges, vignettes with Racers, sales events were activated.

Execution
High regional exposure on-air package and exciting on-ground events using the TARA platform to excite the consumers. Customized challenges embedded into the Race trail that pushed AXIATA and its operating brands to the viewers. Customized “Connectivity” Vignette intertwining the Racing Teams to our Opcos Brands. Catching on the latest social media trend, a foursquare contest for Axiata OpCos, whereby audiences were encouraged to check in at Opcos outlets to win exciting prizes.

Result
The sponsorship of The Amazing Race Asia enhanced AXIATA’s blueprint successfully. *Brand recall increased significantly across all 5 key markets with the highest score in Indonesia, Malaysia and Sri Lanka. Excessive media mileage was generated and gave the brand incredible buzz across the region.

Challenge
The unfamiliarity of hybrid technology and unavailability of test drives hampered slow sell-through of the Honda Civic Hybrid (In 2009, sold 216 units; 72% market share). In Oct 2010, the challenge was to push sales for the last batch of Civic Hybrid to make way for 2011′s hybrid model, Honda Insight.

Solutions
Kuala Lumpur morning traffic condition is simply awful. Driving to work is a drag; no one really likes to drive during rush hour, unless being chauffeured. Thus, the ‘Hybrid Chauffeur’ was designed to give people meaningful experience in the mornings in the Civic Hybrid. Nothing beats the real experience – we wanted prospects to experience the comfort and fuel efficiency. Most purchasing car decisions are sold during test drives, in this case, test being driven!

Execution
Honda sponsored the Mix.fm’s breakfast segment on going green for 1 month. Listeners were invited for free rides to work in the Civic Hybrid by registering and completing a slogan. Every week, Honda chauffeured one lucky winner every Friday, to and from work, for one month. The winners would experience the car first hand, and then shared these experiences over the radio. Participants were also led to an online registration page hosted by Mix.fm.

Result

• 85 entries received in 3 weeks (niche product)
• 128,935 views on Honda-Mix.fm’s page (CTR 0.17%)
• Steep hike in Google search for hybrid
• 2010’s final hybrid batch was fully snapped up; made way for 500 new Honda Insights in Dec 2010 (sold out for 2011; 287% increased)

Challenge
BMW has limited success in penetrating the Small Medium Enterprise business owners’ segment because Mercedes’s perception as THE car for them is too well-established. Conventional advertising from BMW won’t suffice. We need to create our own emotional connection with this segment.

Solutions
Insights: “Respect”, “Recognition” and “FACE” are extremely important for this segment, but they are never acknowledged by the major English media. When The Star announced their first-ever “Star Outstanding Business Awards” (SOBA) honouring Malaysia’s best SME, we knew this is THE Perfect Sponsorship. We approached The Star to create an “official” SOBA car exclusively for BMW and leverage on Star’s many properties to position BMW, thru SOBA, as THE car for the successful SME businessman.

Execution
6-month visibility in The Star; BMW logos, mentions and ads in all SOBA editorials in Star newspaper, www.thestar.com.my , RedFM and 98.8FM, Star Online TV and ShangHai magazine. BMW 5 series become one of the main highlights at the SOBA Black Tie event; selected guests and awards recipients are actually chauffeured in the new 5 BMW to a grand entrance, and BMWs are proudly displayed at the event venue as the main showpiece.

Result
600% Media ROI value but the real priceless value was up-close exposure to almost 1,000 SME business leaders and VIPs at the event. The database collected resulted in serious leads and test drives appointments, helping BMW to record best sales ever in 2010! Client also signed to 2011 SOBA Edition.

Challenge
‘The tyranny of choice’ rings painfully true, for women facing overwhelming of 41 competing shampoo brands, each offering multiple boutiques. In addition, women were bombarded with claims and counter-claims. Although Pantene enjoyed a strong market share for its mainstream products, it was not considered solution provider to damaged hair problems.

Solutions
Women are happy to use Pantene for their hair, but when they things go wrong, a salon-recommended brand. We want to create a 14-Day-Transformation Challenge contest for women to show Pantene’s ability to answer every hair need or problem. We wanted to exhibit that Pantene heals the toughest hair problems. As part of Pantene’s “Total Care to Total Damage Care” umbrella branding, our challenge to ordinary women: Transform into healthy hair in just 14 days.

Execution
We sponsored Anugerah Skrin (ASK), for maximum glamour and exposure. We launched the challenge using social media, sponsored/branded promos and in-store materials. We had 300 contestants; 14 Finalists were chosen to blog about their hair 14-day-hair-transformation. A branded “live star chat” for consumers on television and an online ‘rank-the-winners’ contest was created to engage public participation. The challenge concluded during the live ASK broadcast, with Pantene branding as an integral part of this marquee event.

Result
Outstanding results:

• 10,000 Facebook “likes” in two months •Google search increased 23%
• ‘Live star chats’ drew 700/week for 8 weeks
• 3,527,850 impressions recorded
• 1,042,922 pageviews on microsite
• Live stream increased by 341%
• 28% of households watched ASK •Sales increased during campaign period