Advertiser: Celcom Axiata Bhd Brand: Kolony Creative Agency: - Credits: -
Kolony was a new SMS based mobile social network, anchored by Xpax targeting Youth who are not on smart phones. This product was 1st of its kind in the industry! Our task was to create awareness and desire for this offering amongst Youth who have Facebook and Twitter as options.
Two insights drove us: first that youth want to belong, and hate being left out. Second, Word Of Mouth is more trusted than advertising, so we used traditional media to drive Word of Mouth. We crafted a 3-pronged roll-out Infection. Specific media played a defined role in each phases to engage and extend reach with consumers. – Mass media: create awareness – Social: use opinion leaders to drive “belonging” – Activation: targets key youth hangouts.
Starting the infection:
•High reach through TV bugs and teasers in youth-related programming
•“Logo sighting” videos on Youtube
•Infecting selected influential Bloggers with Patient Zero Kit for peer-speak
Spreading the Infection:
•Unbranded logos in editorial news pages
•Radio DJs talking about their encounters with the logo during drive times
Activating the Infection
•Logos was planted at ‘hot zones’ frequented by Youth i.e. Cyber Cafes, Shopping Malls and Universities
21 Days: 1.5million infected KOLONIST users. 12 months: 3.8 million infected users, and spreading. Interactions increased 85% in April-May 2011. Call volume up 21%, SMS up 17% and minutes talked grew 63%. Loyalty up 14% Average Revenue Per User increased 12%. All this achieved with no follow-up campaign.
Advertiser: Glaxosmithkline Consumer Healthcare Sdn Bhd Brand: Polident Adhesive Cream Creative Agency: - Credits: -
Denture wearers shy away from laughing out loud or feasting in public for fear of their dentures falling out! Despite having education campaigns communicating Polident’s efficacy to provide firmer fit, trials remained low due to skepticism. How can we showcase Polident’s efficacy to increase social confidence and boost product trial?
Insights reveal that denture wearers feel socially unconfident, as they’re embarrassed if their dentures fall out. With this insight, we constructed an integrated campaign around confidence through ‘Kilauan Emas’ (Golden Shine), a reality singing contest for 45+ year olds that specifically reaches the denture-wearing age group. With supporting PR, TV, radio, print, digital, in-store and on-ground, we positioned Polident to help our target overcome the “embarrassing” stigma of wearing dentures, and sing with confidence!
A media conference unveiled the campaign to create cool publicity blitz around an otherwise “uncool” stigma. Supporting print, TV, radio promos and in-store POSM encouraged participation and product trials. Then we leveraged Kilauan Emas’ auditions in 4 major cities and its television live studio audience recording sessions, making them double up as our educational platform for Polident’s efficacy. A dedicated Facebook fanpage drove participation, kept fans updated with the show’s latest happenings, and encouraged viewership.
115% increase in calls to Polident’s care line requesting 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.
Advertiser: Dutch Lady Milk Industries Bhd Brand: Dutch Lady UHT Creative Agency: - Credits: -
Dutch Lady, Malaysia’s leading Milk brand faced the challenge of increasing milk consumption in the country. At an average of 1.3 glasses per week, Malaysian milk consumption was lowest in the region. Neither Malaysians consider Milk to be an adult drink, nor are they fond of the taste.
We had to engage & reacquaint consumers with milk and its benefits. The entire country was anticipating General Elections, giving us a perfect platform. Social- age consumers love working with brands and developing something new. As taste was the biggest barrier, we worked together finding Dutch Lady’s new taste. We decided to hold elections in Malaysia, but with a difference. Dutch Lady held the MILK ELECTIONS, and for the first time launched a fully crowd-sourced flavor.
The inaugural “Milk Elections” was contested between “Red-Bean”, “Moo-Melon”, “Caramel- Toffee” & “Sweet-Corn”. The canvassing began online, on-radio, on-TV, with the supercute mascots asking for votes, massive rallies were held across the nation which viraled instantaneously. Even celebrities turned up to support their favorite flavor on TV and social media and rallied their fans to vote in facebook. People got to sample the flavors across the country & cast ballot to crowd-source their favorite milk flavor.
232,000 ballots were cast, and Sweet Corn won the elections with a big fight from others. 1.17million sampled the 4-flavors, generating 3.5million social-media conversations. 7.1 million witnessed the campaign increasing per-capita milk consumption by 2.7%. “Sweet Corn” was sold off within weeks of launch, increasing Dutch-Lady’s market share by 6%.
Advertiser: Nippon Paint (M) Sdn Bhd Brand: Nippon Paint Creative Agency: - Credits: -
Home is where the heart is. Millions have seen and liked Nippon Paint’s ads but sales were not growing. The key problem is, consumers are clueless where to start when it comes to painting and are desperately in need of inspiration and someone to show them the way.
The key insight is that people fear making expensive mistakes when decorating. To choose the right paint, consumers usually fall back on recommendations from people they trust and look up to. In every community, there are key opinion leaders. And they are home owners too. To spark inspiration on a national level, we turned them into our evangelists. Instead of just using media as a vehicle we used their celebrities as our campaign spearhead.
“I LIKE MY HOME” campaign used a total of 88 key opinion leaders. We partnered with The Star, Sin Chew Group, Media Prima, Astro, AMP and Nuffnang. They made over their own homes, creating content that was used in programme editorial on television and radio, in digital and print. There was a massive convergence of decorating across the media. A national groundswell was built when they got their followers to follow suit.
The campaign was a huge success with more than 10,000 homes transformed within campaign period.
•“Top-of-mind brand awareness” reached 51% – the highest since 2008!
•“Brand to Recommend to Friends & Family” grew 35% points!!
•“Most Trusted Brand” grew from 12% to 53% in 10 months!
Advertiser: Coca-Cola Far East Limited (Malaysia Branch) Brand: Coca-Cola Creative Agency: - Credits: -
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’.
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.
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.
Buka Semangat reached #2 spot on the Malaysian charts. 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%. 19,000 youth sang and danced as one with Tomok in a touching show of national happiness.