2012




2012 | |

Fiction Collides With Reality In Microsoft’s Branded Drama Series

Advertiser: Microsoft (Malaysia) Sdn Bhd
Brand: Microsoft
Creative Agency: -
Credits: -

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Challenge
Microsoft traditionally focused on B2B marketing but 2011 saw a shift – the brand decided to speak to consumers directly and launched a global campaign “Microsoft brings families together”. We needed a powerful localized idea to bring the brand to a level where consumers can engage and be affiliated with.

Solution
In Malaysia, we found that professional success is very important but in attempts to gain professional success, consumers often lose out on valuable family time. Celebrities are some of the busiest people and they struggle with balancing the demands of their career and family. Marrying our insights, we produced a unique drama series where celebrities played themselves. It was the perfect context to show how Microsoft products transformed their lives subsequently reliving happiness.

Execution
Over 8 TV-episodes, best friend and radio DJ Ben introduces Microsoft’s products to TV host Naz. Each episode showcased Naz’s transformation and journey towards a happy family and professional life through Microsoft’s products. The content had multimedia extensions – where Naz shares his experience on Ben’s weekly radio-show, interactive digital videos allowed viewers to select alternate endings to episodes and allowing consumers to become advocates via Connect-O-Meter app on Microsoft’s Facebook platform which became viral!

Results
Program reached 3.7 million viewers! Local campaign site traffic increased nine folds. Windows Facebook page saw 188% increase in fanbase. “Connect-O-Meter” Facebook app generated 217 million impressions and was viralled out to more than 2.8 million Malaysians! Social media buzz count increased 13 times.

2012 | |

Burning The Screens With Sunplay

Advertiser: Rohto-Mentholatum (M) Sdn Bhd
Brand: Sunplay
Creative Agency: -
Credits: -

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Challenge
It is a fact that the Chinese get more easily sun- burnt compared to other Malaysians. We found through insights studies that focusing on the Chinese to encourage more regular use of sunblock had better yield compared to the mass active lifestyle segment across all races.

Solution
Key insight shows that most Chinese don’t know how easily they can get sun burnt. We’ve seen Chinese women wearing “arm-covers” while driving thinking this will protect them from the sun. Many are not aware that even sitting next to windows can cause pigmentation, darkness and chaffed skin. We created 5 versions of 30sec Sunplay lifestyle tips to demonstrate various everyday scenarios that can easily be fixed with a bottle of Sunplay.

Execution
Variety was essential to make our point so we created 5 versions of Sunplay lifestyle tips showcasing different ways sunburn can occur and creating the emotional needs. Humor was the backbone of the content to emotionally connect with the various Chinese segments hosted by famous celebrity. Sunplay collaborated with Astro Chinese channels, given that these channels generate highest reach to the audience. The content showcased real life experiences which create relevancy for Sunplay.

Results
Our insights were correct. By focusing on a strategy to increase usage amongst the Chinese rather than reaching only the active lifestyle segment, sales grew by 34% against market growth rate of 6%. The partnership with Astro generated tremendous media value estimated at 5.0x ROI reaching 1.16mil of our TA.

 

 

2012 | |

Knorr And Celebrities Make Cooking Fun For Malaysians

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

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Challenge
Knorr, Lipton, Planta and Lady’s Choice are well-known food brands in Malaysia. But few Malaysians use them to cook at home, due to wider eating-out options. Low purchase frequency mean brand sales were stagnant. We had to boost sales by providing an exciting reason for in-home cooking.

Solution
Malaysians love humorous content on Television, especially ones that feature local celebrities. Further audience understanding showed that the genre of reality game-shows had got a big following among our core TA of Malay mothers. Using these insights, we created “Dapur Selebriti Knorr” (Knorr Kitchen Celebrity) – Malaysia’s first-ever celebrity game show with a cooking theme. It was the perfect mix of entertainment and information of fun cooking ideas and recipes.

Execution
DSK anchored on TV3 over ten weeks, with strong in-store and digital support. Each of the episodes had fun themes like Family Meal, Breakfast, Fishy Tale, International Cuisine and Ramadhan Special. Based on the episodic themes, participating celebrities had to prepare dishes using any of the four brands involved. The recipes of these dishes were shared during the program. The celebrities’ comic timing ensured audiences enjoyed every minute of the show.

Results
DSK became Malaysia’s highest-rated reality- show program. TVRs were more than double of time-band average. Post-DSK, all brands reported significant increase in sales, especially Knorr whose Q3 sales at participating Giant hyper/super- markets grew 61% Y-O-Y

2012 | |

Move It With Krunch Moves!

Advertiser: Munchy’s Food Industries Bhd
Brand: Krunch
Creative Agency: -
Credits: -

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Challenge
There was a plethora of Healthy products advertised daily as more Malaysians got onto the Healthy bandwagon. Krunch had to fight for Share-of-Mouth in this cluttered segment, not just against Biscuit players. An even bigger challenge, Healthy is boring. Krunch needed to stand out. Krunch needed to restage Healthy!

Solution
Working women constantly feel that they never have enough time to do everything. What more find time to exercise. So we gave them a trendy, quick & easy, lifestyle solution! Together with leading fitness chain, Fitness First, we specially created “Krunch Moves”. It comprised of 11 branded exercise routines that were invented to fit into different contexts of their life! To propagate Krunch Moves, we got an iconic health enthusiast onboard- Miss Universe Malaysia Deborah Henry.

Execution
Krunch Moves came alive in 12 minisodes within NTV7’s Bella, a modern working women’s program. For 3 months, Deborah demonstrated how easily Krunch Moves fitted into a busy woman’s life! One moment, she did Krunch Moves in the office and another before preparing dinner in the kitchen! Every Krunch Moves ended with Krunch’s signature gesture which resembled an ‘OK’ sign and we demonstrated seamless product integration as Krunch biscuits completed Deborah’s daily, healthy regime.

Results
Krunch Moves helped the brand stand out amidst the clutter. Krunch had seen an increase of consumption by a whopping 14%! Brand Imagery of ‘Good for Health’ increased by 27%. The campaign reached 5.7 million women!

2012 | |

SK-II Miracle Makers

Advertiser: Procter & Gamble
Brand: SK-II
Creative Agency: -
Credits: -

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Challenge
When it comes to female facial care, SK-II has always lagged behind competitors’ high impact visuals and counters. The challenge is how to cut through the extreme clutter and develop an effective communications plan with engagement platform to establish SK-II as the ‘ultimate gift’.

Solution
Fulfilment doesn’t come from getting what you need, but in giving and helping someone else. With this idea, we wanted consumers to not only experience SKI-II’s miracle, but to also CREATE miracles for others during the festive season. The idea: MIRACLE FESTIVAL – to use real women who are highly recognized and inspirational in Malaysia. They are the ‘Miracle Makers’ – they devote their time, selflessly contributing to the needy and the community.

Execution
360-Integrated Branded Content: – ‘SK-II Miracle Makers’ and ‘Miracle Maker Day’ activities and promotions on TV, Facebook, IBanner, Newspapers, On Ground, Mobile, In-store. Television 6 episodes “SK-II’s Miracle Maker” 30-min program aired Sundays on ntv7. The show showcased how highly recognized women go out of their way to touch others’ lives. TV crawler embedded on SK-II TVC featured promotions on SK-II Miracle Maker Day and call for entries for ‘Make a Wish’ contest.

Results
•TV episodes achieved TVR2.0 (average TVR1.5) Amongst top 5 local documentary programs
•Overachieved contest entries by 879% (online voting increased 228%)
•9,900,000 impressions in Iamchiq portal (5x more vs. planned), CTR 5x higher than benchmark.
•Yahoo!: overachieved bought impressions.
•Facebook Fans doubled (67,991); 600 visits daily.