2012




2012 | |

Low-Budget Romantic Affair For Logophiliacs

Advertiser: Oxford Fajar Sdn Bhd
Brand: Oxford Fajar
Creative Agency: -
Credits: -

Challenge
Dictionaries begin their relationship with consumers who love words and want to improve their vocabularies. Over time, though, dictionaries lie forgotten and consumers forget their love. And since Oxford Fajar has minimal media budgets, how can we re-ignite this love through cost effective collaborations?

Solution
So, where do we find logophiliacs*? Where else but straight to the Literature & Book Reviews! We negotiated a cost efficient collaboration that will benefit both parties of Oxford Fajar and the media owner, through content. Instead of buying FPFC ads, we worked closely in collaboration with Section Writer by blending in selected advanced words from the Oxford Dictionary to draw attention of their logophiliac* readers.

Execution
Instead of FPFC ads, we collaborated with NST whom has a highly credible Literature and Book Review section. Working with the Section Writer, we selected advanced words from the Oxford Dictionary to be intentionally used and highlighted into the book review of credible Modern Classics. But have no worries – the readers are presented with the definitions of these advanced words in a created “FYI” space. Tone and manner of execution:easy, igniting curiosity and educational.

Results
Eyeballs reached: close to 220,000 With low budget of less than RM10,000 for the entire collaboration, the media ROI was at 18X. Furthermore,Oxford Fajar was happy with collaboration,as it synergized with the company’s mission to further excellence in education and knowledge. Low budget romantic affair with words & vocabularies=inestimable*

2012 | |

Getting Into The Shower With Customers

Advertiser: Woongjin Coway (M) Sdn Bhd
Brand: Coway Water Softener
Creative Agency: -
Credits: -

Challenge
Coway Water Softener: The new beauty product targeting females. The arrival of this product, it is also introducing a new category into the market. To sell this product, consumers needed to feel the effect and differences – but how do we get people to shower with us for a trial?

Solution
Sunway Lagoon: The highest level of chlorine water and highest unique traffic that would definitely shower with us after their day activity under the sun. This shower trial gives them the opportunity to feel the difference from their own home water consumption. We Coway-ed their shower rooms and showered them with soft water and facts on ‘hard water’. Product leaflets placed to learn more about the product or to call in for the 1-month home-trial.

Execution
With the total cost of RM46,260 that covers product trial for 3 months and below:

  • Installation of 48 units of the product which was on loan to Sunway Lagoon
  • Maintenance cost to replenish the special salt every 2 weeks for the best results
  • Design and production cost to brand 48 female cubicles
  • Leaflets cost that was made available in the bathrooms and the park entrance

Results
With an average of 30 females x 48 cubicles x 6 days x 13 weeks, we showered 112,320 females in 3 months in one spot. Contributed to 1,400 trial units (+700% above KPI) with 78% conversion rate of 1,100 units sold – sales of 6 months combined before the campaign.

2012 | |

A Big Break From Media Heavyweights

Advertiser: Nestle Products Sdn Bhd
Brand: Nescafe Dolce Gusto
Creative Agency: -
Credits: -

Challenge
With only RM50,000 A&P budget, we were tasked to generate desire for owning a premium personal coffee-capsule machine. How do we convince a market, who mainly consumes instant coffee and 3-in-1 coffee mix at home, to invest in a personal coffee machine whose costs start from RM399?

Solution
To generate mass desire, we strategized to get affluent key opinion leaders to rave about Dolce Gusto before we hit the market. We targeted editors, producers, DJs and TV hosts, because as media influencers, they can disseminate our product information to mass audiences. Keeping in mind their tight schedules, we delivered the product in a series of “coffee break” themed roadshows, allowing them to be the first to experience the product.

Execution
Our cafe styled roadshows had the personal touch of going straight to the offices of our targeted influencers. CEOs such as Dato Amrin Awaluddin, Ahmad Izham Omar, Dato Sri Ahmad Farid and Dato Rohana Rozhan experienced our coffee breaks without leaving their office chair. To create excitement, we brought in Dolce Gusto machines and coffee capsules. This led to on-the-spot interviews, which were later featured on primetime news, TV, radio talk shows, and various publications.

Results
Due to its personal uniqueness, our roadshow received overwhelming coverage on TV, radio, newspapers, magazines and online, earning over RM1.4million PR value on a meager RM50,000 investment (28x ROI). Thanks to the hype created, machine sales exceeded the target by 250% after just 3 months on the market.

2012 | |

Little Marcus Gets His First Ever Party Invite!

Advertiser: Dutch Lady Milk Industries Bhd
Brand: Dutch Lady Kid & School
Creative Agency: -
Credits: -

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Challenge
Dutch Lady had recently revised its formulae for ‘Kid & School’ milk product. The new improved product had less sugar but contained more nutrients necessary for a child’s well rounded growth and development. Our challenge was to engage mothers and launch this new formula with an extremely limited budget.

Solution
We understood that Kids are growing out of milk earlier than before, they take decisions and expect to be treated as equals. Parents have also moved from dictators to negotiators and this is a big shift. All milk brands talk to mothers and not the kids. Media agency recommended to talk to kids directly, make them feel special and in turn get the buy in from mothers as she feels the difference from other brands.

Execution
The kids got their first-ever party invite for a movie in various cinemas. Branded by Dutch Lady, customized for the kids, and invited them to bring their moms and +1. This pleasantly surprised the mothers, while the kids were thrilled beyond belief. The cinema halls were covered with Dutch Lady posters, their mascots serenaded the kids. Special sing-along spots ran before the movie, educating the kids, along-with exciting games, food and of course milk.

Results
Total ROI garnered was 250%! 2,455 invites were sent out & word spread on Facebook like wildfire, garnering over 800,000 impressions! The campaign reached 74% of mothers and kids and increased ‘Past-1-Week-Consumption’ scores by 7%. In a short span of 1 month sales-value increased by 3%.

2012 | |

Time For Your Loved Ones

Advertiser: CIMB Group
Brand: CIMB Bank Remittance
Creative Agency: -
Credits: -

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Challenge
The overall industry for Remittance is very competitive. Instead of remitting money home via banks, most foreign workers prefer informal remittance agents which offered lower fee charges. But with 936,000 Indonesian workers in Malaysia, it is a huge market not to be missed by CIMB Bank.

Solution
936k Indonesians are home sick every night. Most of them are here to find a better living for their family. We know they strive to save every sen in order to send as much money home. To drive the message that CIMB Bank is a trusted partner for their money matters, we needed to build an emotional connection between the Bank and customer. Radio was chosen as one of the platforms to reach this market.

Execution
We partnered with SuriaFM, a leading Malay station. A customised segment, “Masa untuk mengingati yang tersayang bersama CIMB Bank” was created to play Indonesian songs which was followed by CIMB Bank’s message in Bahasa Indonesia. This reminded them of their sacrifice and loved ones. The segment was strategically placed in the late evening when most foreign workers have time to tune in and rest.