2012




2012 | |

Malaysia Dances with Largest AR Dance Mob

Advertiser: F&N Interflavine Pte Ltd
Brand: F&N Fun Flavours
Creative Agency: -
Credits: -

Challenge
F&N Fun Flavours has been the symbol of FUN in Malaysia and was threatened by Fanta’s launch. Both targeted youth. F&N had to continue to own FUN in an excitingly infectious manner to a segment cynical towards advertising. We could not allow our “Fun Drink” and Awareness scores to erode.

Solution
Malaysian youth love Reality dance programmes and events! However, they are a shy bunch. They are spectators, NOT participants. We realized that if a group danced together, it will take away the fear of dancing alone. So we decided to have a massive dance mob in Bukit Bintang. But it was no ordinary mob. Marrying, F&N custom dance with Augmented Reality, F&N made them the STARS of their own Augmented Reality dance show.

Execution
We hijacked the largest LED screen and converted it into an Augmented Reality screen. People learned the dance and saw themselves interacting live with virtual dancers. Location was important and Bukit Bintang was chosen as it is buzzing with youth. It was also where the dance mob was to be held. The buzz surrounding the AR screen created sensation onground as well as online as it was the first time most youth experienced Augmented Reality.

Results
The AR screen created a buzz both onground and in the digital space. People started uploading videos of it and started sharing with everyone! Over 3,543,090 campaign views achieved and F&N’s “Fun Drink” scores increased 17% vs one year ago. We grew 3.5% in volume share, outperforming category growth.

 

2012 | |

Injecting Heart And Life Into Kelantan

Advertiser: Maxis Mobile Services Sdn Bhd
Brand: Hotlink
Creative Agency: -
Credits: -

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Challenge
Hotlink’s competitor has a stronghold on Kelantan. Hotlink must first increase their brand preference amongst the people in order to increase their market share. The challenge was to build brand affinity.

Solution
2 out of 3 Kelantanese felt left behind from progress with 93% feeling that the government should do more to help them*. Hotlink became the Rakyat CHAMPIONS by “Injecting Heart and Life into Kelantan”. We identified their main congregation point, a central transportation hub, the Kota Bharu Bus Station, which was neglected for years and upgraded it into a presentable and attractive iconic landmark, giving a new lease of life that they are proud of.

Execution
Working closely with the local council and state authorities, we upgraded and rejuvenated the Kota Bharu Bus Station. The station and surrounding buildings received a vibrant coat of paint, while 3D headphones and racing cars on buildings communicated youthful Hotlink messages. We also upgraded the bus shelter into traditional avant-garde standard to provide better shading, seating and brighter lighting. Finally, we improved the parking system and created a landscape garden which built Hotlink’s brand affinity.

Results
This unique Hotlink brand-space successfully touched the heart and life of the Rakyat with the uplifted and transformed surroundings. The success in Kelantan d to whopping 94% sales increase and a new iconic landmark in was born, the HOTLINK Kota Bharu Bus Station.

2012 | |

Coca-Cola Creates A Spectacular Happiness

Advertiser: The Coca Cola Company
Brand: Coca-Cola
Creative Agency: -
Credits: -

Challenge
2011 marked the separation of Coca-Cola from F&N after 75 years and invested RM 1bil in the country. It was an occasion almost like a rebirth. We needed to celebrate this historic moment in a way that’s suitable for the iconic brand. It had to be refreshing, talked-about and share-worthy.

Solution
We wanted a platform, so spectacular and groundbreaking that the medium itself would be the message. We also wanted a new age format that would symbolize the grand arrival of Coke 2.0 for youth. The 40-storeys World Trade Centre was an iconic building with 40,000 sqft of newly-installed LED illumination – dynamic, attractive and almost magical seen for miles. Coca-Cola’s huge investment in Malaysia was leveraged in return for a first-ever commercial brand on WTC.

Execution
Complex negotiations were held to enable Coke’s rebirth on world’s largest building illumination using simple animations. A convoy of sparkling new Coca-Cola trucks circled around town centre and building to create hype for the showcase. The pictures and videos were captured via MMS and viralled across youtube, facebook, twitter like wildfire ultimately captured as headlines. Coca-Cola’s rebirth was presented for 4 weeks in an exclusive, unprecedented manner and with iconic grandeur befitting the brand.

Results
RM 1.6mil worth of earned media was generated. 1.2 mil of motorists, commuters and pedestrians were exposed to the historical moment. Coca-Cola’s rebirth rewritten using minuscule paid media (just for logistics) based on goodwill. Coca-Cola brand preference went up by 8% in the month and weekly drinkers soared by 1.3mil!

2012 | |

Ghostly Outdoors- Dead-Walkers Vs. Dinosaurs And Snakes

Advertiser: The News Straits Times Press (M) Berhad
Brand: Harian Metro
Creative Agency: -
Credits: -

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Challenge
Harian Metro is the largest and the only growing newspaper in Malaysia. It is known for its catchy headlines and unique journalism, however with newspaper wars moving into Malay arena and other brands trying to copy Harian Metro’s style, the brand needed to stamp its authority and reinforce its uniqueness.

Solution
Harian Metro has the knack of evoking a “Biar Betul”(equivalent of “Holy Cow!”) response from the readers by its shocking and bizzare headlines. And this is loved by the readers irrespective of affluence or age. We decided to sensationalize the sensationalism which HM stood for, by creating “Biar-Betul” moments across the nation. Teasing, shocking and surprising consumers with out-of-the-world paranormal experiences and make it an unforgettable experience in true Harian Metro, the numero uno, style.

Execution
Ghostly apparitions were sighted across the city, catching people by surprise. Ghost like walking billboards started a flurry of conversation and brought to life Harian Metro’s proposition. While consumers were overcoming this shock they saw Buses & LRT’s gobbled up by Snakes. Dinosaurs roamed the streets and destroyed billboards. ‘Biar Betul’ exclamation spread like widlfire across the country with news channels getting hold of the story and showcasing the unqiue campaign across Malaysia.

Results
The campaign generated huge talkability and HM topped the unaided awareness scores amongst all titles. Readership increase by a whopping 29% YoY with Ad revenues growing by 57%. Loyalist of HM increased by 11.3% and 94.2% agreed that they will stick to Harian Metro as the first choice amongst newspapers.

2012 | |

Fuelling Trial Right Ourside Of Your Home

Advertiser: Petronas Dagangan Bhd
Brand: Petronas Primax 95 Xtra
Creative Agency: -
Credits: -

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Challenge
With the launch of Petronas Xtra 95, client was facing a noisy Malaysian F1 weekend. Besides heavy ATL campaign, we need to ensure we are able to push consumers to Petronas stations to fuel up. Also we knew motorist always decides to fuel up when they leave their homes.

Solution
The solution was simple! We owned everyone’s front gate as Petronas ad space which is literally the first Out-Of-Home medium they would consume when they leave their homes. Similar to a house drop concept but an upgraded version with celebratory balloons that stood out! Ultimately the housing areas appeared to be celebrating Petronas’ new fuel on the launch day with balloons popping up everywhere. Attached was the call-to-action card driving them to nearby Petronas station.

Execution
Solution may be simple but the task was gruelling as we were tasked to reach out to 80,000 homes in 5 states within Malaysia within a single day prior to the launch. These locations were chosen with the opportunity to gain new users and were strategically mapped out within 3km radius from selected Petronas stations. And to celebrate the F1 fever, the stations had F1 activities for consumers who fuelled up that day.

Results
With this new Out-Of-Home medium we’ve created, we definitely gave a pleasant surprise to neighbouring area and made sure we were top-of- mind as soon as they left their home. Achieved 12% sales above the given KPI; 16,000 commuters fuelled up on the launch day; 12,000 customers played the F1 game.