2011

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
DiGi aimed to become the talk of the town; we needed something unconventional, eye-catching, and superlative. Thus turned a traditional billboard into a “live-in” billboard (first of its kind) that housed a radio station! For 50 hours straight thereafter, Hitz.fm 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
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.

Challenge
The competitive Islamic finance segment has both local and foreign players fighting to tap its huge potential. HSBC, being perceived as an affluent Chinese brand, ‘unapproachable’ & ‘high class’ needs a warm differentiation to surpass dry and boring financial clutter to win the hearts of their Malay audience.

Solution
Audience are Progressive PMEB Malays – modern, ‘futurists’ yet with strong religious commitment. TV, being their top media consumption with strong affinity for drama genre led us to defy norm, by being the first financial institution to develop its own Malay Family Drama on TV3, the channel with the largest share amongst target. The 8-episode drama brings to life HSBC Amanah’s role as an Islamic Financial solutions partner throughout the character’s different life-stages and challenges.

Execution
Drama portrayed Faizal and Linda, who needs to turn their lives around in expecting their firstborn child – in 8 months. Each episode is a month of their trials and triumphs – injected with strong cliff hangers. Bank’s services from online banking, mortgages and loan were seamlessly weaved into their journey of purchasing dream home and starting a business. Content were replicated in TV, Radio and Digital (interactive formats) via Tonton.com.my, capturing viewer’s direct response.

Results
Attracting 4.7 million viewers and affinity index (170) against Malay PMEBs, 8 Bulan ranked Top 3 most watched branded content on national TV in 2010. Media ROI was 3.2 times. Brand awareness & consideration grew at +9% and +12%; product sign-ups +68%; new Malay customers doubled with +13% revenue.

Challenge
Research shows that Berocca, a uniquely formulated vitamin B complex to improve physical and mental performance, caters best to urban white-collar males who need mental alertness for stressful work demands. Often misperceived as just another multivitamin, we’re challenged to build awareness and showcase Berocca’s true benefit of improving work performance.

Solution
The primary cause for ‘lack of energy’ amongst urban white-collar males is work-related pressure. To tackle energy drain resulting from work-related stress, men consume supplements, natural remedies and exercise. With these insights, we saw no better way to introduce and showcase Berocca’s true benefit than in the office environment itself, where the need for optimal work performance is on the rise!

Execution
While we wanted to enter their working environment, we didn’t want Berocca to be an in- your-face brand.
So we focused our communications to catch our
audience in an idle and relaxed state of mind. Travelling in office elevators was one such occasion, hence the birth of “Berocca Speed-Math Elevator”. We posted simple math questions whose answers corresponded to different level numbers on elevator buttons, which successfully communicated our key message “Think Sharper, Act Faster”.

Results
With lots of buzzing excitement for our Speed- Math Elevator, Berocca’s Q2 & Q3 average sales gained 18% vs. 2009, a huge growth for a pharmaceutical product. Our campaign’s unique clever spin delivered 4 times earned PR against an investment of only RM6,180.

Challenge
Client’s expectations were big; 2,000+ people showed up for Singapore and Taiwan’s Uniqlo launch. But knowing Malaysians and without a carrot, we had a huge task to get people to come for the launch. On top of that the Uniqlo brand, while big overseas, wasn’t well known here.

Solution
Instead of starting from the usual BOUGHT media, we started from a totally different place – our target audience motivations. By understanding what arouses their interest, we turned Uniqlo into a cult-like movement and the store opening into THE fashion event of the year. We revolutionized the BOUGHT-OWNED-EARNED (BOE) concept by starting with EARNED media that led to OWNED media before we BOUGHT media. An extremely risky strategy – never been done before.

Execution
Immense use of viral and PR was the first phase to create awareness of Uniqlo which created a trickledown effect. Facebook was the key platform that drove the viral effect. When the conversations took momentum, we dominated outdoor formats within the store vicinity and transit media to further fuel the heat. One week before launch, impact media was deployed. Daily countdowns on radio and press raised our audience expectations, further driving them to the event.

Results
Uniqlo amassed more than 11,000 fans on Facebook within a month. On the eve of the opening, 2,000+ fans committed to attend the opening. On the day, 5,630 customers turned up for the Opening! We created the largest ever opening of Uniqlo in the world!