2012




2012 | |

Captain Munch – Zero To Hero

Advertiser: Munchy’s Food Industries Sdn Bhd
Brand: Captain Munch
Creative Agency: -
Credits: -

Challenge
Captain Munch had a challenging start- it’s local, newly rebranded and had to compete against the triple threat of established and iconic international kids biscuit players. To spur the demand for Captain Munch, we needed to create high brand awareness and leverage on kids’ pester power to win them over!

Solution
Imagination is a kid’s best friend, seeing the extraordinary in the ordinary. They say ‘no’ to being a doctor or lawyer, but ‘yes’ to Ben10 or Naruto. Their allegiance will always be, to Superheroes. Hence, we set on to change Captain Munch’s status from mascot to Superhero. We needed a platform to catapult Captain Munch in the league of superheroes and capture kids’ hearts. Boboi Boy – Malaysia’s answer to Ben 10, was the perfect platform.

Execution
Kids watched in awe as Captain Munch heroically fought villains alongside BoBoi Boy,which aired on TV3’s primetime kids’ timebelt. Products were seamlessly integrated as characters were seen hanging out at a Captain Munch branded food stand. The finale even had a badge being magically turned into a Captain Munch cookie! To further fuel fandom, exclusive interviews were arranged on high rating kids’ talkshows. We also launched collectibles with a purchase hook which made sales soar!

Results
Captain Munch became a Superhero in kids’ hearts! His popularity soared as Brand Awareness grew to 85%. Captain Munch became No2 in the Cookie Category as sales exceeded target by 10%! The campaign reached 90% of our audience and we garnered an all-time high rating of 16 TVR.

2012 | |

Johnson’s Baby Tales Creates Magic

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

Challenge
Johnson’s Baby has been a mother’s faithful companion and has helped her at every stage of motherhood. However with advent of several players in the Baby care category, Johnson’s Bedtime range faced the challenge of not only maintaining its leadership but also getting new age mums to join Johnson’s family.

Solution
Baby’s sleep is critical for both mother’s and baby’s well-being. Johnson’s 3-Step-Bedtime- Routine was proven to help babies fall asleep 40% faster. We needed to educate mothers on the Bedtime-routine and inculcate timely sleep habits in babies. We understood that babies imitate actions of their favorite animated characters. Media-Agency partnered with global- leader, BabyTV, an Ad-Free Channel, whose characters were scientifically-designed to attract baby’s attention and we leveraged them to engage babies in the first time ever.

Execution
We created special “Baby Tales” Babysodes using Baby TV characters. We educated mothers about the 3-Step-Bedtime-Routine which included Bathing, massage and quiet time. Famous BabyTV character Draco loved his frothy bath, Pimba enjoyed a relaxing massage and Zoe fell asleep as she lay quietly next to her mother. Babies imitated their favorite characters. Johnson’s products were seeded in the babysodes and it complimented BabyTV’s lullaby program. BabyTV characters became mom’s hero and restored domestic harmony.

Results
The campaign helped Johnson’s strengthen its leadership. BabyTales were enjoyed by more than 52% of the urban target. During the campaign period Johnson’s Baby lotion sales grew by 74%, while the Total-Bedtime sales increased by 50.2%. BabyTales once again proved that Johnsons understand mothers best and is her close confidant.

2012 | |

Small Solution, Big Results

Advertiser: CIMB Group
Brand: CIMB Home Financing
Creative Agency: -
Credits: -

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Challenge
The property industry was booming! Banks started to do aggressive marketing on iProperty.com.my – Malaysia’s leading property portal. Competitors fought hard to stand out and advertising cost increased dramatically. We needed a strategy to break through the clutter without breaking our wallet.

Solution
Two insights led to the solution. Research showed that 70% of users trusted website content compared to banner advertising which stood at only 33%. Purchasing a home involved extensive research before consumers can decide on the type of mortgage to take up. Our solution was to take ownership and re-brand the search box which was the most used focal point in the entire site. We built content instead of advertising visuals.

Execution
This search box sponsorship is the first of its kind. Customised tabs captured the interest of users. These tabs provided value-added content which empowered our audience with the knowledge and tips when purchasing a property. In return, they voluntarily provided their contact details.

Results
15,633 individuals submitted their contact details to CIMB Bank via iProperty.com.my! This media investment of RM500,000 contributed to over RM300,000,000 returns per annum in property financing! We also won the SOV fight with an exclusive, yet non-intrusive, brand presence on the Homepage.

2012 | |

INTI Scores Straight A’s With Astro Tutor TV

Advertiser: INTI International University & College
Brand: INTI International
Creative Agency: -
Credits: -

Challenge
INTI International University & Colleges traditionally used a combination of newspapers and digital to reach their teenage target audience. But when it came to specifically targeting SPM students for its next semester intake, INTI challenged us to find a more effective and targeted communication platform.

Solution
We analyzed the key motivators for this niche group:

  • Information in the form of study tips, sample questions and additional classes
  • Support and encouragement from peer groups.
  • Counseling to address their anxiety about the post-exam phase. In short, our ideal platform needs to provide information, support and counseling. This analysis brought us to the perfect match – a sponsorship of “Astro Tutor TV SPM” – a dedicated education channel for SPM students.

Execution
The Astro Tutor TV SPM (ATTV) sponsorship created a range of targeted messaging opportunities for INTI. TV promo spots positioned INTI as ATTV’s “education partner”. Vignettes featuring ATTV mascots Danny & Lisa addressed the burning topic, “What’s next after SPM?”. “Ask INTI” page on ATTV website provided education options. ATTV Facebook discussed post-secondary education, driving students to INTI’s digital platforms. INTI’s counselors at ATTV study clinics provided guidance for students.

Results
In 3 months, INTI had scored straight A’s with the targeted ATTV sponsorship by:-
•generating 2,000+ leads with conversions into enrolment.
•attracting 1,500+ students at study clinics.
•receiving 600+ questions via “Ask INTI”.
•registering 10x increase in INTI Facebook ‘likes’. INTI confirmed the next phase of sponsorship for 2012.

2012 | |

The Great Fanta Theft

Advertiser: Axiata Group Berhad
Brand: Axiata Young Talent
Creative Agency: -
Credits: -

Challenge
There are plenty of scholarships being offered to students. Axiata Young Talent Programme is by far, the most unique “Developmental Scholarship” and is being offered at 3-tiers (Lower Secondary, Pre-University and University). The challenge was to reach Standard Six students and their parents, to apply for the Lower Secondary Scholarship.

Solution
Teachers are highly looked upon as a credible source or opinion leaders. UPSR students do not respond to conventional media channels. Parents are key influencers and will only look at credible educational property with strong connection with students and trusted by parents. Hence, we explored sponsorship with Astro’s education channel – Astro Tutor. And from there, instead of hard-sell TVC, we used the popular Astro Tutor’s animated characters Cikgu Arif to deliver the messages.

Execution
Animated advertorials were placed within Astro Tutor where Cikgu Arif chatted with an animated student character explaining the AYTP, its uniqueness as a Developmental Scholarship programme compared to the other scholarships and to encourage application. We became part of the educational content and it did not look commercialized or force-fitting. We were the first to create and implement the idea of Cikgu Arif’s character sharing about a scholarship.

Results
Given the uniqueness of the idea, it generated a huge awareness and was rated the 2nd highest most effective medium for AYTP. Media ROI of 8.9X. This contributed to a 15% increase in the no. of expected applications, with 3,000 applications over 2 weeks.