2012




2012 | |

The Great Fanta Theft

Advertiser: Coca Cola Far East Limited (Malaysia Branch)
Brand: Fanta
Creative Agency: -
Credits: -

Challenge
Fanta needed to launch in Malaysia and win mom’s permissibility in a category perceived as unhealthy. We had to ensure that Fanta entered the saturated market in a way that only Fanta can do – playful, naughty, humorous, tasty yet healthier. Fanta is so irresistible, everybody just got to have it!

Solution
Fanta characters are loved by people around the world. We sponsored Ho Chak but decided to use it in a way that’s very clutter-breaking and very very Fanta. We made Fanta characters appear as animated overlays in the programme. The first-ever interactive in-programme animation allowed quirky icons making a surprising entry into the scene whenever Fanta was served inside the program. It was surprising and hilarious what they would do after that.

Execution
Ho Chak was sponsored as the platform to engage moms for 4 weeks. We made Fanta characters steal, fight, stalk, prance and do just about anything to get a sip of Fanta from the quirky hosts. Fanta is so irresistible everyone just got to have it! Hosts also talked about Fanta’s natural ingredients during reviews, defying current perception amongst health-conscious moms. Humurous and funny blooper segments were added to reinforce Fanta’s personality further.

Results
Moms and teens hooked to Fanta! Total brand awareness soared by 225% with an immediate incremental of 340,000 new consumers rushed to buy Fanta resulting in a 50% increase in actual sales in the same month! A truly remarkable achivement in an extremely mature and stable CSD category.

2012 | |

All Good Things Must Be Shared

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

Challenge
Axiata, a major telco Holding Group with operations in emerging markets, owns equity in operators across 10 Asian countries. Axiata seeks to advance Asia through connectivity, technology and talent development. The brand challenge is to continuously bridge the gap across borders,cultivating respect and appreciation amongst urban and rural communities.

Solution
Axiata wants to partner with a brand of similar stature that shares common values. National Geographic was identified because of the brand’s sense of appreciation of all things good. And it has respectable reach across Asia and able to carry Axiata’s brand message seamlessly. Two cross-geographies settings were created to demonstrate connectivity through sharing of all good things.And we worked with two of National Geographic’s photographer/videographer-brothers Jeff & Peter Hutchens to transcend the ideas through.

Execution
Brothers photographer Jeff Hutchens and videographer Peter Hutchens travelled to remote Asian locations. Through their lenses, they connected with the local children especially and created a transfer of knowledge and a sharing atmosphere with urban consumers from other regions. The role of Axiata as an enabler in advancing asia transcended seamlessly. The professionals, landscapes, locations and locals brought Axiata’s brand’s promise to life through a respectable content channel resulting to a perfect brand fit.

Results
Eyeballs reached: nearly 650 million homes in Asia Pacific, with high message cut through and empathy in our key markets of Indonesia and Cambodian markets* (Source: 2011 Axiata Brand Track study) Media ROI of 3.1x

2012 | |

Know Your Scholarship

Advertiser: Axiata Group Berhad
Brand: Axiata Young Talent Programme
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.