2012




2012 | |

“Heart” Headlines that Shook the Nation

Advertiser: Nestle Products Sdn Bhd
Brand: Nestle Omega Plus
Creative Agency: -
Credits: -

2012 | |

Horlicks 3 In 1 Benefit The Alpha Women

Advertiser: Glaxosmithkline Consumer Healthcare Sdn Bhd
Brand: Horlicks 3 in 1 Lite
Creative Agency: -
Credits: -

Challenge
Horlicks, a nutritious drink for kids, launched a convenient “Horlicks 3in1 (H3in1) Lite” in 2009 that was well-received but had an uphill task of gaining shares from dominant Milo. We were challenged to boost H3in1 Lite to attract adult users, and grow market share before the next launch in 2011.

Solution
H3in1 Lite is high in nutrition and fibre while low in sugar, making busy working women our perfect new target. Insights reveal they tend to neglect their health, but that they also admire other successful women as role models. Merging these insights, we identified the “Alpha Woman” role model who promotes a “good, holistic, balanced lifestyle” to inspire our target. H3in1 Lite will be there throughout the inspiring journey to “celebrate the everyday superwoman”.

Execution
Insights reveal that working women turn to women magazine titles to gain inspiration and ideas from other alpha women. Riding on this insight, we selected the magazine platform to portray the stories of three different types of busy alpha women: housewives, working mothers, and single working women. We shared real stories and tips of how these busy women juggle their daily responsibilities while taking good care of themselves to achieve a holistic, balanced lifestyle.

Results
The campaign successfully attracted a new user group to achieve H3in1’s highest sales history, with 111% growth compared to pre-campaign month. Strong growth continued even after campaign period, garnering increased sales when H3in1 Fibre Up launched in Q3 2011. Market shares increased 31% at the end of the campaign.

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 | |

DiGi WWWOW — For The People, By The People

Advertiser: DiGi Telecommunications Sdn Bhd
Brand: DiGi
Creative Agency: -
Credits: -


Challenge
DiGi, is a latecomer to the mobile broadband market, over four years later compared to competitors – Maxis, preferred by high value corporate and professional smartphone users; and Celcom, already having won the lion’s share of mobile broadband customers. DiGi needed a campaign making up for lost time and market share.

Solution
Millions of ordinary Malaysians are social creatures, spending hours online either uploading or consuming content by others. DiGi needed to engage these online consumers tapping into the mass potential. Thus, DiGi WWWOW “Internet for All” Awards was born to recognize and celebrate “all ordinary Malaysians doing extraordinarily creative things online”, aligned closely to “DiGi Internet Plans for All” communication objective. This novel campaign is Malaysia’s first for and about Malaysians online, generated by Malaysians online.

Execution
DiGi launched ‘The DiGi WWWOW Internet For All Awards’where winners from 16 categories of internet users were chosen based on popular vote. The campaign was designed to be fuelled by three groups of internet users – the Creators of content, their Supporters, and an unprecedented coalition of new media brands. The campaign caught on with Malaysians and saw numerous entries from superbloggers and supports from new media namely YouTube, Lowyat.net, Nuffnang, Hitz.fm etc.

Results
DiGi’s initial objectives were exceeded, in 2 months:

  • 5,774 entries
  • 1.4 million images, blogs, videos, discussion threads and tweets
  • 2.6 million pageviews on microsite
  • 230,000 votes cast
  • RM1,551,987 worth of earned media coverage in two months
  • 9% increase in usage revenues during campaign month

2012 | |

Creating Dissonance During Search

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

Challenge
In a competitive market teeming with choices for growing-up-milk for kids, Friso had created its own niche by introducing the Friso ‘synbiotic agent’ (a combination of prebiotics + probiotics) in its offering, which boosted a child’s immune system. The challenge was to get into the consideration set of mothers.

Solution
Search is sometimes not about search, but understanding the psychology of our TA and tailoring solutions to address their concerns. We researched Malaysian kids to identify 4 categories of personas; Picky Eaters, Cry Babies, Rough Players and Explorers. We then matched these personas to a list of illnesses that they could be prone to. When kids were ill, mothers would search and Friso’s ‘immunity boost’ USP could be positioned as a long-term solution against illnesses.

Execution
On search engines when someone typed say ‘toddler diarrhea’, the searcher’s query was dynamically picked up and placed as the title of our ad, followed by a message that clearly drove home the benefit of the product ‘Strengthen your kid’s immune system and protect them from the inside!’. The dynamic element of our ads broke the clutter of results & paid advertisements. Being present during a crisis resonated positively with concerned mothers desperately seeking answers.

Results
The campaign garnered 225M+ impressions and 195K+ users visited the Friso homepage. The CTR for dynamically run text ads featuring common kids’ ailments as the title was 5.21% substantiating the interest it had generated. Friso’s ‘boost immunity’ message was firmly implanted and helped them gain 6% market share in 2011.