2012

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 Ben 10 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 kid’s hearts. BoBoi Boy – Malaysia’s answer to Ben 10, was the perfect platform.

Execution
Kids watched in awe as Captain munch heroically fought alongside BoBoi Boy, which aired on TV3’s primetime kid’s 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 becames a superhero in kids’ hearts! His popularity soared as Brand Awareness grew to 85%. Captain Munch becames No. 2 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.

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 it’s leadership but also getting new age moms 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 babies’ attention and we leveraged them to engage babiesfor the first time ever.

Execution We created special “Baby Tales” Babysodes using BabyTV characters. We educated mothers about the 3-Step Bedtime Routine which included bathing, massage and quiet time. Famous BabyTV chracter 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 favourite characters. Johnson’s products were seeded in the babysodes and it complimented BabyTV’s lullaby programme. BabyTV characters became moms’ heroes and restored domestic harmony.

Results The campaign helped Johnson’s strengthen it’s leadership. Baby Tales was 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%. Baby Tales once again proved that Johnson’s understand mothers best and is their close confidant.

Challenge
There was a plethora of Healthy products advertised daily as more Malaysians got onto the Healthy bandwagon. Krunch had to fight for Share-of-Mouth in this cluttered segment, not just against Biscuit players. An even bigger challenge, Healthy is boring. Krunch needed to stand out. Krunch needed to restage Healthy!

Solution
Working women constantly feel that they never have enough time to do everything. What more find time to exercise. So we gave them a trendy, quick & easy, lifestyle solution! Together with leading fitness chain, Fitness First, we specially created “Krunch Moves”. It comprised of 11 branded exercise routines that were invented to fit into different contexts of their life! To propagate Krunch Moves, we got an iconic health enthusiast on board-Miss Universe Malaysia Deborah Henry.

Execution
Krunch Moves came alive in 12 minisodes within NTV7’s Bella, a modern working women’s program. For 3 months, Deborah demonstrated how easily Krunch Moves fitted into a busy woman’s life! One moment, she did Krunch Moves in the office and another before preparing dinner in the kitchen! Every Krunch Moves ended with Krunch’s signature gesture which resembled an ‘OK’ sign and we demonstrated seamless product integration as Krunch biscuits completed Deborah’s daily, healthy regime.

Results
Krunch Moves helped the brand stand out amidst the clutter. Krunch had seen an increase of consumption by a whopping 14%! Brand Imagery of ‘Good for Health’ increased by 27%. The campaign reached 5.7 million women!