2012




2012 | |

Last Taboo On Radio

Advertiser: Sports Toto Malaysia Sdn Bhd
Brand: Sports Toto
Creative Agency: -
Credits: -

Challenge
4 digit lotto has been around forever and dominates gaming. When SportsToto launched a new 6 digit lotto we needed something to create awareness and break 4 digit dominance. There is a very strict advertising code that bans all lotto advertising. We needed an impossible is nothing attitude to succeed.

Solution
Chinese punters are number freaks. They see numbers everywhere, accidents, ducks in a pond, birds on a tree, random numbers in everything. We knew they would also see numbers on Radio. We partnered with Chinese radio station and created special TOTO competition with a 6 digit format. Combining classic Chinese musical rhymes with iconic Chinese song about money in our special customized segment, we cleverly made TOTO the new gaming obsession.

Execution
The four minute TOTO segment played Chinese rhymes with a twist. The lyrics incorporated digits with content dear to the Chinese. During the contest segment, the caller will recount the numbers from the rhyme correctly to win cash prize. Segment closed with the iconic ‘money song’ rewritten for TOTO. Here we cleverly built in brand mentions and equated TOTO with MORE MONEY. Listeners were inspired with their own 6 digit numbers. TOTO = MORE MONEY.

Results
TOTO was mentioned on-air and TOTO = MORE MONEY ingrained in the Chinese. Chinese flocked to buy Sports TOTO and the jackpot built to an all time high over RM40mil, 4 times higher than the average jackpot of RM10mil. Campaign continues its run with no complaints from the authorities.

2012 | |

Malaysia-nizing Kit Kat Through The Airwaves

Advertiser: Nestle Products Sdn Bhd
Brand: Nestle Kit Kat
Creative Agency: -
Credits: -

Challenge
“Have a Break, Have a Kit Kat” is our world- famous global tagline, but it doesn’t resonate with Malaysia’s Malay-speaking population. This challenged us to introduce a Malay phrase that can be popularised via typical Malaysian situations, and make Kit Kat relevant and top-of-mind.

Solution
Armed with our catchy local phrase, “Rilek-lah, Kit Kat kan ada” (Relax, there’s always Kit Kat), we identified local “stress points” where this phrase could be popularised to relieve tension. We strategically chose radio because it deals with daily stressful situations such as traffic jams, relationship issues, etc. Leveraging the DJs’ gift of the gab, our phrase was brought to life on airwaves, and thus gained traction with the DJ’s big fan base.

Execution
Malaysia’s top six Malay DJs injected “Rilek- lah, Kit Kat kan ada” into their radio show. This includes prime time traffic reports where DJs advise drivers to “Rilek-lah, Kit Kat kan ada”. The communication extended to other stress-related situations throughout the day, for example prank call segments and advice segments where listeners share their personal problems to seek advice. We also injected this phrase in between songs, a premium placement created especially for this campaign.

Results
“Rilek-lah, Kit Kat kan ada” quickly became a buzz phrase amongst the Malay-speaking audience during campaign period. Conversations on Kit Kat increased by 60% (Source: Meltwater Buzz). This launched the Kit Kat brand to once again become top-of-mind; ultimately resulting in a huge 30% sales increase.

2012 | |

Who Says Radio Is Just A Supporting Medium?

Advertiser: Nippon Paint (M) Sdn Bhd
Brand: Nippon Paint
Creative Agency: -
Credits: -

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
Chinese especially are slow in repainting as they find it troublesome and fear making expensive mistakes in choosing the wrong colours. They usually fall back on recommendations from people they trust and look up to. To spark inspiration amongst the Chinese, we partnered top MyFM announcer – WaiFun – in a way never before! Her entire home was transformed “live” with input from 2 million listeners, captured on-air weekly and turned into TV content and magazine editorials.

Execution
Weeks before the make-over took place, DJ invited ideas from her listeners. Colour schemes were voted and short-listed online and on-air. Listeners became intimately involved in her house transformation and we took the opportunity to spool the entire transformation into TV content and magazine editorial to provide visual guide. The transformation was so dramatic that it inspired thousands of her listeners to follow suit. A huge momentum was created and radio led the way!

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!

2012 | |

Radio Station Becomes Little Adam’s Live Playground

Advertiser: Dutch Lady Milk Industries Bhd
Brand: Dutch Lady Growing up Milk
Creative Agency: -
Credits: -

Challenge
Several Milk Brands have led consumers to believe that academic excellence is the end benefit of milk consumption. Dutch Lady had to break this notion amongst Mothers as it believed in wholesome development by ‘Applied-Learning’. Our challenge was to bring the concept alive for the newly launched 5xDHA Growing-Up-Milk.

Solution
A child’s learning is a continuous process and not based on milestones. A child surprises her mother with smart actions and out-of-box thinking, regularly. But these day-to-day smart stories are lost in the slew of academic milestone celebrations by competitors. Media agency recommended to leverage this untapped position and bring alive ‘Applied-Learning’ by creating, collecting and showcasing very Smart Tales from Moms nationwide inspired by the antics of ‘little Adam’.

Execution
Little Adam watched his Radio-DJ uncle spin his songs live, but the moment his uncle stepped out, Adam grabbed the opportunity, turned a few knobs here and there and soon started broadcasting to all of Malaysia, he even managed to play a few songs, much to the amusement of his uncle. Moms at home were pleasantly surprised by the antics of Little Adam and got inspired to send in the smart tales of their kids.

Results
The live-hijack was experienced by 567,000 of mainstream mothers tuning into the radio stations. Brand shares increased by a whopping 23%. Dutch Lady surpassed its closest rival by 9% point margin to become the market leader. The endearing smart tales helped the brand get closer to moms across the country.

2012 | |

Recite Your ‘Pantun’ (Poetry) On Radio

Advertiser: HSBC Amanah Malaysia Berhad
Brand: HSBC Amanah
Creative Agency: -
Credits: -

Challenge
HSBC Amanah offers Islamic financing product and services, but faces an uphill battle gaining grounds with Malays who perceive the brand negatively with connotations such as “not for me”, “expensive bank”, “difficult to apply”. The challenge was to improve brand imagery and to ultimately build incremental considerations among Malays.

Solution
Insights reveal that Malays love contests and the chance to win prizes. “Pantun” (poetry) is among the most popular Malay traditional literary genres and is still very much alive today. They are learned by heart, are recited fluently and lighten the spirit of those reciting it. Combining the above in an engaging contest that radio stations are known for, HSBC Amanah customized a “pantun”-based contest to lift the negative connotations of the brand.

Execution
We created ‘Pantun Seloka’, a humorous poetry contest on Sinar FM, the most popular radio station among Malays. Listeners were challenged to creatively use HSBC Amanah product benefits in a poem, and callers would recite a four-lined verse in a fixed rhythm consisting of alternating rhymes. The best poem would win a cash prize. Daily winning poems were also uploaded online as a podcast, as a viral platform to push the campaign further.

Results
In less than a month, HSBC Amanah saw an amazing +7% growth in its Malay customer base. Brand consideration among Malays reached a peak of 40% and unaided HSBC Amanah ad awareness also reached an all-time high at 63% (the highest in the past year).