2012




2012 | |

Coway Shower Party!

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

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Challenge
Coway Water Softener had been in-market for 6 months, without succeeding. Main function is to soften water, bringing multiple benefits to skin and hair. It was a nice-to-have, not essential, and it was premium-priced. Our competitor tried launching 6 years ago and hadn’t succeeded.

Solution
We had to create an opportunity for people to try the product. Could we create a situation where people experienced “hard water” and then saw how Coway’s product softened it? What better than a swimming pool full of chlorinated water? Conducted an event at Sunway Lagoon, as target audiences (housewives, female PMEBs) could try the product after playing in water. Celebrities were deployed for pull, to maximize media buzz. Reporters and Mom bloggers were invited.

Execution
• Coway dominated the entire Surf Beach! -All female bathrooms were pre-installed with units for free trial
• Famous celebrities gave testimonials as product had been pre-installed in their home.
• Product ‘before & after’ demo on site to show the benefits of soft water
• Activities to attract moms & female: reflexologists, mani & pedi, product discount.
• Balloons with DM packs dropped at neighbouring mid-income housing areas to invite visitors

Results
Total 1,400 trial units generated (700% above KPI), with conversion rate of 78% to sales. It’s more than their 6 months sales combined before campaign. Sales grew 100% for 4 months after campaign, with no ATL support. Campaign generated great media buzz worth RM395,000, reaching additional 4.1mil people.

2012 | |

Transforming Orphanages Into Homes

Advertiser: Nippon Paint (M) Sdn Bhd
Brand: Nippon Paint
Creative Agency: -
Credits: -

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Challenge
Nippon Colours of Life has a mission to breathe life into every environment through the use of colours to the under privileged. Through the years, in partnership with Nanyang, we have transformed more than 50 New Village schools. We want to reach out to more children in a meaningful manner.

Solution
Malaysians are usually a generous lot. Most orphanages we approached say there is hardly shortage of food and basic necessities. But we found out that the living conditions are usually neglected, run down and miserable. We approached leading mass media to involve their respective audience to join us to make a donation that will pave the way to transform these orphanages into homes. NP topped up by donating labour and product.

Execution
Media Prima and AMP came on board. At no cost, they used their inventories to spread the message and got thousands of their listeners and viewers to participate. Orphanages were selected from audience’s recommendation on Facebook. With the audience’s contribution and participation, each were cleaned, painted and transformed into a warm and welcoming home environment. As the final detail, every child was given a 2-foot Blobby plush toy to hug and sleep with at night.

Results
More than 300 orphans now come “home” to a better and warmer environment. Normal activation and events have ROI targets tied to sales. For Nippon Paint, letting the children know they are not forgotten, that’s ROI enough for us.

 

2012 | |

How Astro Tutor Invaded Schools And Won Teachers And Students

Advertiser: Measat Broadcast Network Systems Sdn Bhd
Brand: Astro Education
Creative Agency: -
Credits: -

Challenge

Malaysia’s education system wasn’t providing quality learning outcomes for children. Although designed to complement school syllabus, Astro Tutor TV (ATTV) faced resistance from teachers and students because it’s on an entertainment platform. Our challenge is to popularize ATTV as an education aid amongst teachers and students.

Solution
Education quality in schools is appalling; intake has out-grown the classroom capacity-One teacher to 50 students. Affluent parents supplement school syllabus with Tuition, but the large majority have no choice! ATTV is designed to assist exams facing students -Form 3 and 5. But, reaction from Teachers -education on Astro, NO WAY! We got to get into schools to overcome the resistance. With Ministry-of-Education endorsement, we brought ATTV content Live via Mobile Clinics to schools.

Execution
We replicated ATTV on-air content, on school grounds. With the showcase, we appealed to students and teachers that ATTV is here to help students, specifically Mathematics, Science, Biology, Physics and English. ATTV’s program hosts instantly connected with students, with interactive sessions and Q&A. Follow-up queries on Facebook provided interactive tuition. Teachers loved how ATTV made their job easier. To ensure top-of-mind, we negotiated media first Tutor-TV Exam Count Down boards at these schools Free-of-charge.

Results
ATTV achieved 5.7million viewership in 2011. Average grade PMR/SPM reported best results in five years, said Director-General-Education (The-Star,22/3/2012). FB page increased by 100,000 active fans sharing questions, tips and advice. FOC advertising space at 80 schools worth RM4million. Parents expressed appreciation to Tutor-TV and Prime Minister’s endorsement is priceless.

2012 | |

OSKIC- Educating Students On Stocks And Trading At Campuses — Live!

Advertiser: OSK Investment Bank Berhad
Brand: OSK
Creative Agency: -
Credits: -

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Challenge
To broaden OSK’s investor base, we created the first-ever simulated online stock-trading- game(OSKIC) targeting students. With RM100,000 virtual cash, real-time sync to KLSE, the dull, dry world of investment got made-over! In the short period of 6 weeks, we had to create awareness and engage students to play the game!

Solution
Being spoilt for choice, investing is the last thing on student’s minds. We grabbed their attention by bringing OSKIC to campuses. With Bursa Malaysia’s endorsement, 30 public and private colleges/universities welcomed OSKIC to engage and educate student communities. Research shows that students stick to “group norms” in uncertainties and are comfortable participating in teams. The on-ground game trials aimed to change the skeptical perception of students and prove that investing is fun, easy and risk-free.

Execution
We created pre-awareness by plastering colleges/university grounds with posters and banners. For 6 weeks we toured colleges/universities getting students to try the game. During the roadshow, we had industry experts giving students tips on trading stocks and mastering the game. Students flocked the game microsite to register and compete individually and in teams. The competition also sparked inter- college/universities fighting spirit, all vying for a share of RM200,000 prize money.

Results
Grassroots engagement pulled in total visitor traffic to 5.8million page views- an unheard of number for an investment bank! With 29,000 students competing individually and 500 teams (240,000 people), Bursa Malaysia endorsed and acknowledged our success in narrowing the gap between youths and investment.

2012 | |

Mountain Dew — Xtreme Zone Sponsorship

Advertiser: PepsiCo (Malaysia) Sdn Bhd
Brand: Mountain Dew
Creative Agency: -
Credits: -

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Challenge
With many brands targeting the youth audience, the beverage category is highly competitive. While TV is the primary medium for sufficient ad weight with a limited budget, our challenge was to connect with and engage the audience with a difference. We needed an “up-and-coming” event for a partnership.

Solution
The 3rd Putrajaya Hot Air Balloon Fiesta presented a fresh opportunity for a long-term partnership; a branded, cordoned off extreme zone to attract the young audience. We requested for a few more activities to provide visitors an even greater experience of the brand. This was welcomed by the organizer as it ensured that visitors came to enjoy, participate and sample products, and able to purchase value-for-money promotions.

Execution
To keep the investment feasible, we partnered with the organizer for brand presence in their website and circulars to draw crowd to the event, convinced more extreme games booth sponsors to participate, and erected branded OOH sites nearby, around and at the Dew Extreme zone. Mountain Dew enhanced visitors’ experience with extreme activities such as rock climbing, paintball, KMX bike, orbing ride and set-up booths for higher sampling and drive sales.

Results
250,000 visitors turned up, making it the largest on-ground event. 120,000 cups of Dew were served to appreciative visitors. Client saved RM273K in investments and garnered event exposure worth RM6.9mil (ROI 700%). Dew’s Brand Health check reflected positive indicators for ‘Have buzz’, ‘Something Different’ +15%, +18% respectively (Millward Brown April/May’11).