2012




2012 | |

Polident Gives Golden Citizens Confidence To Shine

Advertiser: Glaxosmithkline Consumer Healthcare Sdn Bhd
Brand: Polident Adhesive Cream
Creative Agency: -
Credits: -

Challenge
Dentures falling out are a denture wearer’s biggest fear. Despite TVCs communicating Polident’s efficacy to provide firmer fit, trials remained low due to skepticism. Additionally, people are “embarrassed” to talk about dentures. This challenges us to increase Polident’s talkability, prove its efficacy that increases social confidence, and boost product trial.

Solution
Insights reveal that denture wearers are self-conscious of everyday social activities like eating and talking as they’re embarrassed if their dentures fall out. So we formulated a strategy to break the “embarrassing” stigma of dentures through Kilauan Emas (Golden Shine), a reality singing contest exclusive for 45+ year olds that targets our age group. Through the show, we proved how Polident can easily raise social confidence, from eating and talking to becoming a singing sensation!

Execution
We engaged Norlia Ghani, an actress and denture wearer, in recruitment promotions, which also promote Polident’s free care-line number. Then, we leveraged Kilauan Emas auditions in 4 major cities as our platform to educate on Polident’s efficacy. The campaign was then deployed through 6+6 episodes with 30+60 minutes program respectively, where Polident had prime sponsorship positioning, with 2x 30-second flighting, 10-sec opening & closing, branded banner and scripted mentions designed to drive awareness and trials.

Results
115% increase in calls to Polident’s care line for trial packs. 76% of denture wearers among contestants became 1st Time User. 90% of them were satisfied with Polident. Kilauan Emas became the most watched Astro Prima programme amongst Malays aged 35+, beating past TV dramas of the same primetime slots.

2012 | |

Sunsilk Helped Me Achieve My Dreams

Advertiser: Unilever (Malaysia) Holdings Sdn Bhd
Brand: Sunsilk
Creative Agency: -
Credits: -

Challenge
Sunsilk’s decreasing emotional connect with its core audience of young Malay women was significantly eroding its brand health. The impact was so severe that sales began declining. Sunsilk faced a risk of being toppled from its No.1 position!

Solution
I am Melda, a simple Malay girl with a passion for music. I love creating singles and uploading them onto Youtube. Secretly, I wished to become a singing star someday. Sunsilk discovered my songs and helped groom my talent by providing access to experts. Do you know they made my wish come true by actually making a drama about my journey to stardom, with me playing myself? Gadis Semasa Sunsilk was Malaysia’s first “reality-drama series”!

Execution
Gadis Semasa Sunsilk was unique because I was living my real life on-air in such a way that after a while, the lines between drama and reality became blurred. Be it updating my real Facebook page on the show, or having my first concert shown in the programme, my fans or even I wasn’t sure what’s going on! By helping me in this journey, Sunsilk touched the hearts of thousands of Malay women like me!

Results
• Sunsilk re-connected with 500,000 young Malay women through Gadis Semasa!
• Post-program results showed Sunsilk Top-Of-Mind went up by 4pts
• Among Malays, Sunsilk “Brand Conviction” rose by 3pts (competition dropped)
• The market share decline was arrested, and Sunsilk maintained its No.1 position!

2012 | |

One World. One Malaysia. One Song of Happiness

Advertiser: Coca-Cola Far East Limited (Malaysia Branch)
Brand: Coca-Cola
Creative Agency: -
Credits: -

Challenge
Amidst a tough year and high spending telcos, Coke was facing the risk of losing affinity with Malaysian youth. Though popular,Coke was becoming just another CSD. The challenge was to ensure Coke was heard over the din of advertising clutter and to reinforce Coke as ‘happiness in a bottle’.

Solution
As Malaysia aspires to compete and collaborate with the world on an equal footing, the onus of bringing that dream alive falls on youth. Coke being the icon of stubborn optimism was uniquely placed to help Malaysian youth with a platform to prove themselves. Coke enabled a first-time ever cross-continent collaboration between Tomok- a relentless musician who rose to national fame in a heartlifting saga and the famous British rock band One Night Only.

Execution
Tomok invited fans to collaborate on the music video, design album cover and propagate it to their kaki. A live tweetcast of Tomok’s journey helped fuel the fire. Youth Radio & TV stations got exclusive content to drive momentum. Tomok’s London experience was participated in live by millions via a portal. The Grand Finale was Malaysia’s largest virtual megascreen concert held simultaneously across 4 cities viewed by 1.1 million via on-ground, TV,Radio and webcast.

Results
The programme telecast peaked at No.1 beating the nation’s prime time news. Buka Semangat hit #2 and stayed in charts for 2 weeks. The campaign reached 4.1 million youth, 95% of Target. Positive conversations around Coke increased by 90%+. Optimism scores increased 21% and weekly drinkers increased 56%.

2012 | |

Carefree Dunia Kita

Advertiser: Johnson & Johnson Sdn Bhd
Brand: Carefree
Creative Agency: -
Credits: -

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Challenge
Carefree, an exclusive ‘Panty Liners only’ brand operating in a category propelled by sanitary pads usage had very few reasons to be part of mainstream category conversations. Hence the challenge of amplifying its share of category conversations that was not dictated by its share of category.

Solution
Building Brand engagement through distraction: Malay teenage girls were passionate about TV Dramas, which allowed them to imagine themselves leading interesting lives, packed with romance and adventure. They spent endless hours discussing these on social networks. Carefree decided to give these girls a once in a lifetime chance to debut alongside the brand ambassador and popular TV star Scha in its specially conceptualized branded TV Show Dunia Kita’ weaved around Malaysian teen world.

Execution
Dunia Kita was conceptualized around Carefree’s brand belief of ‘celebrating each and every moment in life’. What followed was a nationwide ‘Carefree Girl Search’ to star alongside brand ambassador Scha. Girls where were encouraged to buy trial packs, register online and appear for auditions in their city. A campaign that set the social media abuzz for the next five months across the stages of auditions, Grand Finale and TV debut of the Carefree Girl.

Results
The Campaign generated PR worth $1.28 Million in both online and offline medias Dominated Online Category conversations with 90.5% share for five months Engaged over 750,000 Malaysian girls online [62.5% female facebook population] 10.5% increase in sales and over 60,000 trials 6X Return on Investment.

2012 | |

Meet Fab Skuad, The Load Lightening Troopers

Advertiser: Proctor & Gamble
Brand: FAB
Creative Agency: -
Credits: -

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Challenge
Every laundry detergent TVC feels the same, and there are MANY of them. How can FAB, well-known to many households, but faces intense competition, differentiate themselves to be a ‘trusted friend’, a friend that lightens the average household’s laundry load?

Solution
To many housewives, mums, or single working females, doing laundry is unexciting, and a CHORE. What more with household cleaning, cooking etc. At the end of the day, she is completely tired. The strategy: conversation starter for the like- minded and like-hearted community. The idea: FAB, the trusted and loyal housekeeper that helps lightens routine chores. Thus introducing, the load-lightening troopers: “FAB SKUAD”.

Execution
A series of eleven semi-reality 30-minute weekly episodes were created and aired on TV3. Two months prior, call for entries at in-store and TV kicked off searching for individuals that best deserved their loads lightened. Adibah Noor, leader of the squad, together with her team will solve the problems winners faced. Each week, the FAB SKUAD team solved different problems in the simplest, most cost effective manner – something realistic that winners can repeat themselves thereafter.

Results
•FAB sold out!!! When FAB SKUAD aired! Stock re- directed from other countries!
•Lighthearted programme won over Malaysians, garnering healthy TV ratings TVR3.8 (vs. 2010’s program on same time belt with Skuad FAB).
•Number of Facebook fans increased 50% during campaign with healthy sharing Rate at 7.73%