2012

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Challenge
F&N were concerned with decline in canned milk sales from mamaks who contribute 32% of turnover. Mamaks were switching to cheaper brands to fight inflation but this affected the taste of teh-tarik resulting in dissatisfied customers drinking less. The situation was spiraling into a dangerous Catch-22 situation.

Solution
To save our national pastime, ‘teh-tariking’, from declining further, we needed a launch pad to re-connect mamaks and their patrons, something that would get both parties to root for each other. The “F&N Tarik King” competition was crafted to demonstrate and celebrate the skills of making teh-tarik in an entertaining manner. This event re-instilled the pride and excitement amongst mamaks and patrons who participated in this nationwide on- ground event.

Execution
For an everyday consumed product like teh-tarik, a multi-pronged campaign was required. To educate consumers how the best teh-tarik is made, Points of Purchase and Consumption media as well TVC and Print ads were deployed. Followed by the hunt for the best teh-tarik king was launched with footage of this nationwide on-ground competition turned into TV content. Gravity defying footage of pulled-tea was not only entertaining; it challenged mamaks and even their patrons to participate.

Results
The campaign arrested the decline successfully!
•F&N sales grew by an impressive 23%.
•Mamaks business grew by 3.5%.
•Campaign seen by 9.8 million viewers weekly.
•The campaign strongly entrenched F&N’s leadership position amongst mamaks and consumers.

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
Cadbury Dairy Milk (CDM) has traditionally enjoyed high brand awareness. However, CDM’s appeal with Gen Ys has eroded in recent years. With the launch of CDM’s new campaign “Share the Happiness”, we were challenged to reignite CDM’s appeal with Gen Ys and own ‘happiness’ imagery across relevant platforms.

Solution
Gen Y’s divergent interests across multiple media make them almost immune to generic mass marketing. Insights reveal that rather than be marketed to, they prefer to be co-creators and involved in a brand’s marketing journey. So, we created and owned happy moments in media channels relevant to our Gen Ys daily life.

Execution
To truly own ‘happiness’ imagery, we brought the campaign to life across multiple platforms aimed to: -Build awareness of CDM’s ‘happiness’ proposition via carefully selected time belts on TV and prominent billboards. -Engage Gen Ys by providing a platform to experience and share happiness via happy content and interactive activities on CDM’s Facebook page. -Drive entertainment with daily happy content connecting happiness with CDM, executed uniquely on radio and newspapers to stand out amidst clutter.

Results
CDM sales grew +7%, more than twice the chocolate category growth of 2.9%! CDM Facebook grew to 67,000 fans, a 1,220% increase since the campaign launch in April 2011. Most significantly, “makes me happy” imagery improved to 67% amongst Gen Ys, indicating success to reignite CDM’s appeal with Gen Ys.