2012




2012 | |

Mommy Where, Is My Room

Advertiser: Johnson & Johnson Sdn Bhd
Brand: Johnson’s Baby
Creative Agency: -
Credits: -

Challenge
Johnson’s baby has always been a constant companion for mothers worldwide. However, new age mothers are spoilt for choice with many baby brands tugging at their hearts from as early as the conception stage. We had to re-engage mothers much before delivery and partner them right into motherhood.

Solution
Johnson’s products are an integral part of the mother-baby relationship; from the first touch to the first kiss. It’s these intimate moments where the brand flourished. One such expression of a mother’s love for her baby is the effort and creativity with which she plans and prepares her baby’s future room. Johnson’s decided to leverage on this natural nesting instinct of mothers and recreated this desire in the all familiar social world.Thus we launched “Babyroom-Makeover-Campaign”.

Execution
“Babyroom-Makeover-Campaign” was launched on Facebook to leverage the phenomenal social graphs of women and mums.We seeded conversations online, mothers could make sample rooms on the web-banners and were then directed to Facebook, where they could choose from a variety of cupboards, wall-hangings, toys and baby-cribs and decorate their dream babyroom.Johnson’s baby products were integrated in the room-design to reinforce their role in a baby’s upbringing. Mother could share and see other babyrooms on the ‘Wall-Of-Fame’.

Results
The “Babyroom-makeover-App” turned Malaysian mothers into social gamers increasing brand love for Johnson’s.The campaign saw more than 96 million organic impressions, generating RM1.76- million in earned-media and reached 83% of the online mothers. Sales jumped by an astonishing 152% for ‘Baby Bath’ products. Johnson’s once again reinforced itself as mother’s confidant.

2012 | |

The Great Milk Elections

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

Challenge
Dutch Lady, Malaysia’s leading Milk brand faced the challenge of increasing milk consumption in the country. At an average of 1.3 glasses per week, Malaysian milk consumption was lowest in the region. Neither Malaysians consider Milk to be an adult drink, nor are they fond of the taste.

Solution
We had to engage & reacquaint consumers with milk and its benefits. The entire country was anticipating General Elections, giving us a perfect platform. Social- age consumers love working with brands and developing something new. As taste was the biggest barrier, we worked together finding Dutch Lady’s new taste. We decided to hold elections in Malaysia, but with a difference. Dutch Lady held the MILK ELECTIONS, and for the first time launched a fully crowd-sourced flavor.

Execution
The inaugural “Milk Elections” was contested between “Red-Bean”, “Moo-Melon”, “Caramel- Toffee” & “Sweet-Corn”. The canvassing began with the videos of our super cute mascots asking for votes, massive rallies were held across the nation which went viral instantaneously. Even celebrities turned up to support their favorite flavor on social media and rallied their fans to vote in facebook. People got to sample the flavors across the country & cast ballot to crowd-source their favorite milk flavor.

Results
232,000 ballots were cast, and Sweet Corn won the elections with a big fight from others. 1.17million sampled the 4-flavors, generating 3.5million social-media conversations. 7.1 million witnessed the campaign increasing per-capita milk consumption by 2.7%. “Sweet Corn” was sold off within weeks of launch, increasing Dutch-Lady’s market share by 6%.

2012 | |

Bronze Teh Tarik Friend Finder & Scheduler App

Advertiser: F&N Dairies Sdn Bhd
Brand: F&N Sweetened Creamer
Creative Agency: -
Credits: -

Challenge
Malaysia loves catching up with friends, family and life everyday, over piping hot cups of creamy & frothy Teh Tarik at neighbourhood Mamak outlets. F&N Sweetened Creamer, a key ingredient in making these hot beverages tasty, decided to become part of these social bonding conversations.

Solution
‘Tastemaker’ becomes the ‘Social Stimulant’. Jom TTS, meaning ‘Let’s go for a Teh Tarik Session, was the lingo that Malaysia’s Facebook generation was using to invite friends for Teh Tarik Sessions. But getting a TTS together often required endless phone calls or text messages amongst friends. F&N decided to play the role of social stimulant with the launch of the ‘Jom TTS’ utility app for Facebook- Malaysia’s first Teh Tarik Finder and Scheduler online.

Execution
The Jom TTS app, sitting on F&N’s Facebook community page became the social glue for Malaysians to seamlessly blend all offline TTS happenings & conversations with their online social media world. Besides finding and scheduling TTS with friends at over 2000 participating Mamak outlets, in Jom TTS they found a new social sharing platform to explore, discover and indulge in various facets of Malaysia’s most ubiquitous culture of drinking Teh Tarik.

Results
Within three months of its launch in Sep. 2011 1. 10,000 Malaysians met friends and family at over 2000 Teh Tarik Sessions 2. 500,000 Malaysians participated online 3. 2500 active app users 4. Voluntary participation by over 2000 Mamak outlets nationwide.

2012 | |

OSK Investment Challenge- Using Social Media To Conquer The Fear Of Investment

Advertiser: OSK Investment Bank Bhd
Brand: OSK
Creative Agency: -
Credits: -

Challenge
Investment banks need to broaden their investor base. OSK decided to catch them young and target students to build awareness for their online investment products. The challenge was to grab student’s attention away from their other interests and get them engaged in investing.

Solution
Students below 30 years form the largest population for future investors. They spend 22.3 hours/week on social sites and playing games, so we made them do just that-PLAY! We created the first ever simulated online stock-trading game “OSK-Investment-Challenge (OSKIC)”. Students received a game wallet of RM100,000 virtual currency to trade against KLSE activity and the highest return-on-investment gained wins the game. The game challenged students to try investment in an easy and fun way.

Execution
Popular online hangouts such as Facebook, YouTube, blogs, and Twitter featured content highlighting the ease of play and directions to the OSKIC game-site. OSK Facebook page provided 24/7 support with tips, research, white paper and ‘meet the expert’ sessions, to help students master the art of buying and selling stocks. A weekly YouTube program reported the weekly top performers and provided trading tips to players.

Results
29,000 students who never thought about investing were hooked to OSKIC for 8-weeks! OSK’s Facebook grew by 26,000 fans!-An extraordinary number for any investment bank. With 5.8million page views, Bursa Malaysia applauded OSKIC for narrowing the gap between youths and investment. User-generated-content continued the online conversation for next year!

2012 | |

Making Stars Out Of Shoppers!

Advertiser: MANGO
Brand: MANGO
Creative Agency: -
Credits: -

Challenge
MANGO was losing market share among fashion- forward Malaysians who perceived it as just a casual brand. With the limits of conventional media for brand engagement, the challenge is to reach and engage the widest audience possible with the multiple collections.

Solution
Three insights into our fashion-forward audience: FIRST: “Everyone wants to feel like a celebrity.” Self-shot photos exemplifies this. SECOND: “Women like comparing style tips with each other”. Social media makes that easier than ever. THIRD: Facebook is the world largest photo- sharing site, and women love viewing photos. We shifted the power to the consumers who helped showcase the new collection within Facebook, thus generating buzz that would attract more friends.

Execution
Fashion bloggers who were invited to previews wrote adulatory posts about the collection and contest. Their excited readers rushed to the store to try on MANGO’s SPRING/SUMMER 2011 collection and be shot by professional photographers. We uploaded the photos onto Facebook. Our new “shoppers-turned-MANGO- fashion-models” eagerly shared their photos for votes to win and be featured in fashion magazines. Friends who voted checked out the photos and were exposed to the multiple collections.

Results
Within 8 weeks: 1,244 photos were uploaded to show multiple collections. Garnered 2,268 (unique) Facebook shares which multiplied to 520,000 more friends that were exposed to the multiple collections. 11,500 new Facebook fans in 2 and a half months.