2011




2011 | |

Detik Bersama HANDYCAM

Advertiser: Sony (Malaysia) Sdn Bhd
Brand: Sony Handycam
Creative Agency: MEC Malaysia
Credits: credits Law Chan Keong (Managing Director), Lim Kay Chye (Manager), Jennie Koh (Planner), Winnie Teh (Senior Buyer)

Challenge
The proliferation of digital recording devices had caused a dip in the sales of Sony Handycam. We needed to regain the preference of the consumers, especially the younger generation. How could we get the young consumers excited about an old and bulky product like Handycam?

Solution
The young consumers like to go the distance to capture and share their wonderful moments in lives with their friends and family. Leveraging on this insights, we developed a proposition – ‘You only need a Sony Handycam to share the moment”. We turned the idea into a travelogue-cum-reality TV show, creating a platform which allowed us to showcase the benefits and versatility of Handycam based on a premise which could engage with the young consumers.

Execution
We developed and run the 13-episode program in Astro WLT and Ria – ONE concept in TWO languages. For each program, 6 contestants were picked after a recruitment drive. They were tasked to create a 2-min video using Handycam in 5 destinations in Malaysia. The 2 finalists had a final showdown in Turkey, where home viewers were invited to vote for the grand winner. The final result was broadcasted live on-air and on-ground.

Results
Sony Handycam had addressed the decline in sales, with an increase of +13% during the campaign period. The partnership with Astro generated tremendous media value estimated at 5.2x ROI.

2011 | |

Winning all the way with Generasi Hebat

Advertiser: Cerebos (M) Sdn Bhd
Brand: BRAND’S Essence of Chicken
Creative Agency: -
Credits: Chai Yen Yen (Associate Director), Yaw Sook Yin (Media Manager), Hanim Mazam (Senior Media Planner), Chow Lee Kheng (Senior Buyer), Carmen Liew (Marketing Manager, Cerebos [M] Sdn Bhd), Siti Noraini Bt Nuawi/Melissa Tan (Product Group Manager, Cerebos [M] Sdn Bhd, Yip Siew Leng (Associate Malay Channels Media Sales, Astro)

Challenge
BRAND’S Generasi Hebat (Generation Fab) campaign had been extremely successful in giving it street creds among Malay alphas, helping them find a new identity for their generation. Our challenge was to take it to another level by infusing the mainstream culture deeper and wider, shaping it, while gaining more credibility.

Solution
Akademi Fantasia was the largest platform for Malay youth expressions and it captured all the five essences of HEBAT (Handal, Eksplorasi, Boleh, Aktif and Tekun). So we decided to redefine the program in our own unique Hebat way, bringing a whole new energy in Malaysia’s foremost reality show. Among a plethora of AF sponsors, we innovated half a dozen FIRST EVERs, to make AF almost synonymous with BEC, for many in 2010.

Execution
For the first time in history of AF, the Studio transformed to Hebat theme. Hebat shirts became the Akademi’s uniform, the fashionable Hebat ties were worn by ALL students in their individual styles throughout. Generasi Hebat anthems was performed live on AF – ‘Hebat’ & ‘Juara’. BEC drinking pervaded contestants’ everyday lifestyles. Students visited BRAND’S Experience Center to take viewers on a journey of quality and authenticity. Consumers attended concerts wearing signature ties.

Results
We managed to reach 3.7 million Malay youths, interacted with more than 16 thousands youths through their weekly concerts. Past 1 month consumption amongst Malay increased by 9%. Brand preference grew by 58%. Campaign overwhelmingly increased Generasi Hebat Facebook fanbase more than 100%.

2011 | |

Inspiring 2 Million Chinese with the Feast of Good Luck and ProsperitY

Advertiser: Nestle Products Sdn Bhd
Brand: MAGGI
Creative Agency: Ogilvy
Credits: Mindy Chai (Executive), Yvonne Tan (Senior Executive), Audrey Low (Associate Director), Cindy Chia (Director, Client Leadership), Nestle Products Sdn Bhd, Astro

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Challenge
Winning over the Chinese is a key challenge for MAGGI Stocks and Sauces because when it comes to cooking, Chinese consumers prefer to go for ‘authentic’ Chinese brands. Our task was to get MAGGI Stocks and Sauces to win the hearts and minds of the Chinese community.

Solution
The Chinese community holds high respect for established Chinese chefs whose food is regarded as the epitome of Chinese cuisine. With this knowledge, we created a series of 60- second cooking mini-sodes in collaboration with renowned Chef Sun from Tai Thong, the largest Chinese restaurant chain. The broadcast was strategically scheduled before Chinese New Year (CNY) period, when the best and most authentic Chinese dishes are cooked and served to families, relatives and friends.

Execution
We flooded top Astro Chinese Channels with our cooking mini-sodes titled, “Feast of Good Luck and Prosperity”. At the height of CNY preparation and celebration, we further delighted our consumers with eight auspicious CNY recipes, aided by MAGGI products. It was loud and clear that MAGGI products are trusted by credible Chinese chefs to cook authentic CNY dishes, leaving no room of doubt for the chefs at home!

Results
During the campaign period, MAGGI’s penetration amongst Chinese increased by 5% (Kantar consumer panel). Top-of-mind awareness also rose by 20% against Chinese (Millward Brown). Our 60-second cooking mini-sodes reached 2 million Chinese consumers, making it 20% more cost-effective than the average 30-second spot buy.

2011 | |

How Maxis IPhone 4 Launch Became a National Story

Advertiser: Maxis Mobile Services Sdn Bhd
Brand: Maxis
Creative Agency: Ogilvy & Mather
Credits: Shankar Rajagopal (Director, Client Leadership), Anne Leow (Associate Director), Cheng Lin Nah/Looi Yew Mun (Manager), Suveea Jinadasa (Senior Executive), Thang Mei San/Allen Phang/Ng Kok Yean (Executive)

Challenge
Maxis was competing against DiGi for iPhone4 market share. It was imperative for Maxis to reinforce its iPhone leadership position in 2010. The challenge to the agency: Own iPhone4 share of voice and make Maxis iPhone4 the most publicized and talked about launch event in town!

Solutions
We turned the iPhone4 launch into a national event equivalent to a national election coverage. Leveraging on TV’s two core pillars i.e news and celebrities, we turned the launch into one of the most talked and publicized event.

Execution
We turned Maxis iPhone launch into a national event with hourly coverage & interviews, counting down to the midnight launch. At the stroke of midnight, the historical launch was broadcasted live via a customized special midnight edition. TV celebrities joined the Maxis iPhone4 hype and became the brand spokesperson. Maxis iPhone4 became the major talking points in all the TV morning talk shows and featured on prime time evening news the day after launch.

Result
Maxis completely owned airwaves! It was the country’s biggest and most talked about launch. Maxis garnered 7X ROI from PR on TV, newspaper, radio and online. Maxis iPhone4 launch become a template for future Maxis device launch. Maxis reinforced its dominance on iPhone share in Malaysia.

2011 | |

The Clash of the Titans with 100plus Football Xtreme

Advertiser: F&N Interflavine Pte Ltd
Brand: 100 PLUS
Creative Agency: Bates 141
Credits: Chew Kagee (General Manager), Chai Yen Yen (Associate Director), Velda Kon (Media Manager), Yvonne Lau (Media Supervisor), Jacinth Lum/Chee Pei Ting (Media Planner), Lorraine Tan (Brand Manager, F&N Interflavine Pte Ltd), Ajay Bakshi (Executive Creative Director, Bates 141)

Challenge
With over 100 advertisers spending RM2bil+ on World Cup, 100Plus had to stand out. With limited budget and not being an official sponsor, it needed to increase TOM scores. Hence, Football Extreme Challenge was launched where players fought against the elements of wind, water & fire in a steel cage.

Solutions
We had to generate excitement. But we knew that a simple execution would not have worked. It was crucial for us to capture the attention of youth who were exposed to massive World Cup clutter. Hence, we devised a unique concept. We pitched 2 media biggies to a Face-Off. It was 8TV against FlyFM. The TV Hosts against the Radio DJs. They had to battle it out under extreme conditions during the event finale.

Execution
8TV promoted the event zealously with constant updates on Youth & News programs. This enthusiasm caught on in other stations as well. Lead by FlyFM, the DJs supported their comrades on air. Whilst Online further fueled conversations and drove participation to the game. In the final showdown, the crowd went wild as the teams fought hard. These exciting moments were captured in a 30 minute program on 8TV.

Result
The Outdo Yourself brand Outdid itself, reaching 4.3mil youth who experienced this event. Online fever generated more than 2.1mil links. Media value exceeded 2.6mil and we were able to increase TOM scores by 12% during this period. Whilst 100PLUS sales increased by a whopping 11.8%.