2012




2012 | |

“Heart” Headlines that Shook the Nation

Advertiser: Nestle Products Sdn Bhd
Brand: Nestle Omega Plus
Creative Agency: -
Credits: -

2012 | |

Re-kindling the Romance with Words

Advertiser: Oxford Fajar Sdn Bhd
Brand: Oxford Fajar
Creative Agency: -
Credits: -

Challenge
Dictionaries begin their relationship with consumers who love words and want to improve their vocabularies. Over time, though, consumers lose interest and dictionaries lie forgotten and neglected on shelves. So how could Oxford Fajar re-ignite this love? And how could new lovers of words be brought into the fold?

Solution
So, where do we find logophiliacs*? Where else but straight to the Literature & Book Reviews! Working closely in collaboration with the Section Writers whom are also logophiliacs*, we blended in specially selected advanced words from the Oxford Dictionary to draw attention of their logophiliacs* readers.

Execution
We collaborated with NST whom has a highly credible Literature and Book Review section. Working closely with the Section Writer, we specially selected advanced words from the Oxford Dictionary to be intentionally used and highlighted into the book review of credible Modern Classics. But have no worries – the readers are then presented with the definitions of these advanced words in a created “FYI” space. Tone and manner of execution:easy, igniting curiosity and educational.

Results
Eyeballs reached: close to 220,000 Media ROI of 18X Oxford Fajar was happy with the collaboration, as it synergized with the company’s mission to further excellence in education and knowledge. Re-igniting the love for words & vocabularies = inestimable*

2012 | |

How Oreo Earned 3x Media Value Over RM1million

Advertiser: Kraft Malaysia Sdn Bhd
Brand: Oreo
Creative Agency: -
Credits: -

Challenge In 2011, Oreo launched a new campaign advocating family bonding in conjunction with Father’s Day. Newspaper was identified as the relevant medium to connect with our target audience of mothers. On a limited budget, we’re challenged to creatively execute a memorable campaign that touches the hearts of every Malaysian mum.

Solution While mums spend an average of 30 minutes a day reading newspapers, advertising in newspapers don’t guarantee visibility and can be intrusive. Thus, our big idea is to create credible, interesting and heartwarming newspaper content that mothers enjoy. Leveraging research insights that confirm mothers are happiest when her kids bond with their dads, we partnered with popular press titles to develop a series of articles reflecting real stories of Malaysian dads bonding with their kids.

Execution Our press partners ran themed editorial content around ‘Dads and kids bonding’ for one month leading up to Father’s Day. With consumer insights, we tailored different angles to appeal to various readers. Harian Metro won Malay moms by unveiling a celebrity dad – Aaron Aziz’s secret family bonding moments with his kids. China Press focused on relatable real life heartwarming stories to tug at Chinese mom’s heartstrings. Oreo’s message and branding was injected within the editorials.

Results Editors were so excited they extended the articles from quarter-page to full-page and double-page spread! Oreo’s ad was paired with the articles at no additional fee, saving us RM103,041. Campaign garnered value worth over RM1million, 3 times our investment! Oreo saw 30% increase in value share versus past 6 months!

2012 | |

Get 100 Experiences on Paper!

Advertiser: DiGi Telecommunications Sdn Bhd
Brand: DiGi Super Reload Social
Creative Agency: -
Credits: -

Challenge
Telco sales promotions are getting routine- more smses, data and free calls – a bore! Creating excitement, DiGi presented “an offer of 100 experiences”. We had 100 awesome experiences to shout about. Running 100 FPFC ads will deplete our budget! How to tell Malaysia that we have 100 experiences to offer?

Solution
Youth are always looking for entertainment – their life source. Instead of them looking for it, we brought entertainment to them – meaningful experiences for them and their buddies (multiplier effect). The idea: Don’t just sit down, experience something. There are so many things to do out there, DiGi is giving away 100 awesome experiences with an underlying message, “Don’t just take our word for it, see it for yourself”.

Execution
To provide audience the right experience, we engaged them when they were reading up on their interest. If it was music, an ad was placed telling of a chance to hang out with Aizat. If they were catching up on fashion, the ad tells how one can be a fashionista! QR codes connected readers to videos of 100 experiences. To win these experiences, they need to buy DiGi Super Reload Social > Scratch > Win an Experience.

Results
In 2 months, DiGi reload cards were sold out! Average reload increase by 24% per subscriber. Over 1,000 people interacted with the QR codes to watch the videos of the different experiences, exceeding the benchmark from 2011’s newspaper QR code campaign that attracted 700 viewers.

2012 | |

Owning the Newspapers

Advertiser: Mamee Double Decker
Brand: Mister Potato
Creative Agency: -
Credits: -

Challenge
MisterPotato and Manchester United joined forces for a strategic marketing partnership for snack foods in Malaysia. How could we use the creative power of media to amplify this opportunity even further and turn it into the ultimate Manchester United experience for fans?

Solution
Manchester United fans live, breath and sleep football. They are passionate about anything to do with the club. To further fuel this passion, we used our strategic partnership to get exclusive inside stories from Old Trafford. We partnered with The Sun to create a football domination for Mister Potato, serving hungry Manchester United fans with amazing exclusive stories which could not be found elsewhere.

Execution
With the VIP access to MU, The Sun created special sections and editorials for MisterPotato. Cleverly and creatively crafted messages satisfied the appetite of MU’s most ardent fans. Kicking off with a jacket wrap to command attention, it quickly followed with weekly editorial specials. “Postcards from Old Trafford” carried training room expose. “Page takeovers” gave exclusive access to top news from MU. “Scoreboard wraps” helped us ‘own’ football. Sponsorship ran continuously for 28 weeks!

Results
The newspaper partnership brought amazing results: -The Sun Newspaper ROI was 9x times! -Brand value shot up by a whopping 29%. -Brand sales grew by 22% strengthening market leadership.