2012

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.

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.

Challenge
F&N Fun Flavours has been the symbol of FUN in Malaysia and was threatened by Fanta’s launch. Both targeted youth. F&N had to continue to own FUN in an excitingly infectious manner to a segment cynical towards advertising. We could not allow our “Fun Drink” and Awareness scores to erode.

Solution
Malaysian youth love Reality dance programmes and events! However, they are a shy bunch. They are spectators, NOT participants. We realized that if a group danced together, it will take away the fear of dancing alone. So we decided to have a massive dance mob in Bukit Bintang. But it was no ordinary mob. Marrying, F&N custom dance with Augmented Reality, F&N made them the STARS of their own Augmented Reality dance show.

Execution
We hijacked the largest LED screen and converted it into an Augmented Reality screen. People learned the dance and saw themselves interacting live with virtual dancers. Location was important and Bukit Bintang was chosen as it is buzzing with youth. It was also where the dance mob was to be held. The buzz surrounding the AR screen created sensation onground as well as online as it was the first time most youth experienced Augmented Reality.

Results
The AR screen created a buzz both onground and in the digital space. People started uploading videos of it and started sharing with everyone! Over 3,543,090 campaign views achieved and F&N’s “Fun Drink” scores increased 17% vs one year ago. We grew 3.5% in volume share, outperforming category growth.