2012

Challenge
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.

Solution
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.

Execution
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

Results
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.

Challenge
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?

Solution
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!

Execution
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.

Results
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.

Challenge
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.

Solution
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.

Execution
“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.

Results
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!