2012

Challenge
DiGi, is a latecomer to the mobile broadband market, over four years later compared to competitors – Maxis, preferred by high value corporate and professional smartphone users; and Celcom, already having won the lion’s share of mobile broadband customers. DiGi needed a campaign making up for lost time and market share.

Solution
Millions of ordinary Malaysians are social creatures, spending hours online either uploading or consuming content by others. DiGi needed to engage these online consumers tapping into the mass potential. Thus, DiGi WWWOW “Internet for All” Awards was born to recognize and celebrate “all ordinary Malaysians doing extraordinarily creative things online”, aligned closely to “DiGi Internet Plans for All” communication objective. This novel campaign is Malaysia’s first for and about Malaysians online, generated by Malaysians online.

Execution
DiGi launched ‘The DiGi WWWOW Internet For All Awards’where winners from 16 categories of internet users were chosen based on popular vote. The campaign was designed to be fuelled by three groups of internet users – the Creators of content, their Supporters, and an unprecedented coalition of new media brands. The campaign caught on with Malaysians and saw numerous entries from superbloggers and supports from new media namely YouTube, Lowyat.net, Nuffnang, Hitz.fm etc.

Results
DiGi’s initial objectives were exceeded, in 2 months:

• 5,774 entries
• 1.4 million images, blogs, videos, discussion threads and tweets
• 2.6 million pageviews on microsite
• 230,000 votes cast
• RM1,551,987 worth of earned media coverage in two months
• 9% increase in usage revenues during campaign month

Challenge
Investment banks needed to broaden their investor base. OSK decided to catch them young and target students to build awareness for their online investment products. The challenge was to grab student’s attention away from their other interests and get them engaged in investing.

Solution
Students below 30 years form the largest population for future investors. They spend 22.3 hours/week on social media sites and playing games, so we made them do just that- PLAY! We created the first ever simulated online stock-trading game “OSK-Investment-Challenge (OSKIC)”. Students received a game wallet of RM100,000 virtual currency to trade against KLSE activity and the highest return-on-investment wins the game. The game challenged students to try investment in an easy and fun way.

Execution
Using online banners and videos, we launched a massive campaign at popular student online hangout spots (Facebook, YouTube, blogs, Twitter) directing students to the microsite to play the OSKIC stock-trading game. OSK Facebook page became the main source of information for students as we provided 24/7 support with tips, research, white paper and ‘meet the expert’ sessions. The popular ‘meet the expert’ session helped students master the art of buying and selling stocks.

Results
The campaign reached an online audience of 240,000 people engaging 29,000 active players throughout the 8-week campaign averaging 1.7x ROI each. OSK’s Facebook grew by 26,000 fans!-An extraordinary number for any investment bank. With 5.8million page views, Bursa Malaysia applauded OSKIC with narrowing the gap between youths and investment.

Challenge
Malaysia loves catching up everyday with friends, family and life, over piping hot cups of creamy & frothy Teh Tarik at neighbourhood Mamak outlets. F&N Sweetened Creamer, a key ingredient in making these hot beverages tasty, decided to become an enabler of these social bonding conversations.

Solution
‘Tastemaker’ becomes the ‘Social Stimulant’. Jom TTS, meaning ‘Let’s go for a Teh Tarik Session’, was the lingo that Malaysia’s Facebook generation was using to invite friends for Teh Tarik Sessions. F&N decided to take this ubiquitous Malaysian culture social, with the launch of JomTTS Facebook community driven by Malaysia’s first Teh Tarik Finder and Scheduler utility app.

Execution
While the Teh Tarik Facebook app empowered Malaysians to find, schedule and invite family and friends for these drinking sessions, the JomTTS Facebook community kept the conversations flowing through sharing, encouraging users to broadcast pictures, anecdotes, gossip and grapevine from their TTS. The JomTTS Facebook community used other innovative apps like the ‘Social Survey’ that kept online users glued with interesting insights into what others were talking and discussing at their sessions.

Results
Within six months of its launch in June 2011 Top of Mind Recall went up by 18%. Brand Switch over went up by 19%. 500,000 Malaysians participated online. 10,000 Malaysians met friends and family at over 2000 Teh Tarik Sessions. 2000 Mamak outlets participated.

Challenge
Kids spend most of their time in school, making it a great avenue for MILO to educate them on the positive values of sports. However, schools tend to deliver their education through textbooks, while MILO is all about being active. How do we marry the two and communicate our message?

Solution
Teenagers value independence and self- expression as avenues to freely express their individuality and creativity. With this insight, we launched MILO Cans “Next Game” – a platform that inspires teenagers to think out of the box by challenging them to redefine sports creatively yet realistically. The sports that teenagers want the most were then made into a reality.

Execution
We brought “Next Game” to life via a Facebook application where teenagers can submit their entries based on originality and self-defined rules. MILO seeded in its own sports, “FootDunk” and “360 PingPong” were shared and made viral by bloggers who inspired their followers to think creatively and trigger submissions. Other than standard digital media buys to drive site traffic, we deployed creative display ads to strengthen our “Next Game” proposition amongst teenagers.

Results
The “Next Game” campaign attrac

Challenge
It is everyone’s aspiration to get an iPhone but consumers are far less knowledgeable about HTC- Android phones. Traditionally, potential buyers of phones relied on in-store experiences before committing to a purchase. Our challenge was to engage iPhone users to try a differentiated product, without setting foot in a physical store.

Solution
Consumer insights from previous campaigns indicated that older iOS iPhone users were more likely to engage with HTC Android ads, as they were evaluating alternative OS platforms. We “hijacked” iPhones for the very first time in the market by bringing the HTC experience directly on the iPhone-screen. Targeting iPhones only and using a highly engaging screen take over creative format, we provided consumers with a tactile experience of HTC’s interface, right in their hands.

Execution
The ad would tease older iOS targeted users to swipe and experience something new. Mimicking the signature HTC unlock screen, a simplified HTC home interface would take over the screen to allow the user to experience the interface. A host of different banner sizes were served to cater for the absolute perfect rendering across devices to optimize the experience. To improve results during the campaign, individual OS and handsets were tracked to focus the budget.

Results
Approximately 50,000 user swipes were delivered from iOS devices, creating an interaction equivalent to approximately 2,500 potential new users walking into the store. Campaign over delivered on clicks by 30% resulting in a never before rich media cost per click of RM0.40 (Google average RM1.50), heightening the awareness for HTC.