2012

Challenge
Dictionaries begin their relationship with consumers who love words and want to improve their vocabularies. Over time, though, consumers lose interest and dictionaries lie forgotten and neglected on shelves. So how could Oxford Fajar re-ignite this love? And how could new lovers of words be brought into the fold?

Solution
So, where do we find logophiliacs*? Where else but straight to the Literature & Book Reviews! Working closely in collaboration with the Section Writers whom are also logophiliacs*, we blended in specially selected advanced words from the Oxford Dictionary to draw attention of their logophiliacs* readers.

Execution
We collaborated with NST whom has a highly credible Literature and Book Review section. Working closely with the Section Writer, we specially selected advanced words from the Oxford Dictionary to be intentionally used and highlighted into the book review of credible Modern Classics. But have no worries – the readers are then presented with the definitions of these advanced words in a created “FYI” space. Tone and manner of execution:easy, igniting curiosity and educational.

Results
Eyeballs reached: close to 220,000 Media ROI of 18X Oxford Fajar was happy with the collaboration, as it synergized with the company’s mission to further excellence in education and knowledge. Re-igniting the love for words & vocabularies = inestimable*

Challenge
Nestum is long reputed as a popular baking ingredient amongst Malay consumers, especially leading up to festive seasons when baking activity peaks. However, its festive-centric association caused Nestum sales to stagnate. Our challenge is to convince housewives to consume Nestum outside the festive Hari Raya period.

Solution
Malay mothers rely on magazines for baking ideas during festive seasons. So we strategized a communication that leveraged on the most popular local recipe magazine, “RASA” which is highly read by Malay mums. We reached them during the baking frenzy through the familiar ground of cookie recipes showcasing Nestum. We then anchored this opportunity to seed other creative ideas of using Nestum because these mothers also cook for their families on a daily basis.

Execution
We demonstrated creative Nestum ideas beyond conventional cookies in RASA’s most anticipated pre-Raya issue, dominating the front cover to showcase Nestum’s special issue. Stories were angled to shift Nestum’s perception from a festive baking ingredient to a daily cooking ingredient, while celebrity endorsements of Nestum’s benefits pushed Nestum as a delicious, healthy recipe. The magazine editor further emphasised the importance of breakfast with Nestum. It was the most audacious cooking magazine deal of the year.

Results
Nestum dominated 70% of RASA’s available content. 100,000 copies of the special issue was printed – the highest circulation for the year. Demand for the issue continued even after publication month. Market share rose from 21.8% to 24.3%, the highest point achieved over the past 1 year.

Challenge
“Have a Break, Have a Kit Kat” is our world- famous global tagline, but it doesn’t resonate with Malaysia’s Malay-speaking population. This challenged us to introduce a Malay phrase that can be popularised via typical Malaysian situations, and make Kit Kat relevant and top-of-mind.

Solution
Armed with our catchy local phrase, “Rilek-lah, Kit Kat kan ada” (Relax, there’s always Kit Kat), we identified local “stress points” where this phrase could be popularised to relieve tension. We strategically chose radio because it deals with daily stressful situations such as traffic jams, relationship issues, etc. Leveraging the DJs’ gift of the gab, our phrase was brought to life on airwaves, and thus gained traction with the DJ’s big fan base.

Execution
Malaysia’s top six Malay DJs injected “Rilek- lah, Kit Kat kan ada” into their radio show. This includes prime time traffic reports where DJs advise drivers to “Rilek-lah, Kit Kat kan ada”. The communication extended to other stress-related situations throughout the day, for example prank call segments and advice segments where listeners share their personal problems to seek advice. We also injected this phrase in between songs, a premium placement created especially for this campaign.

Results
“Rilek-lah, Kit Kat kan ada” quickly became a buzz phrase amongst the Malay-speaking audience during campaign period. Conversations on Kit Kat increased by 60% (Source: Meltwater Buzz). This launched the Kit Kat brand to once again become top-of-mind; ultimately resulting in a huge 30% sales increase.

Challenge
Investment banks needed to broaden their investor base. OSK decided to catch them young and target students to build awareness for their online investment products. The challenge was to grab student’s attention away from their other interests and get them engaged in investing.

Solution
Students below 30 years form the largest population for future investors. They spend 22.3 hours/week on social media sites and playing games, so we made them do just that- PLAY! We created the first ever simulated online stock-trading game “OSK-Investment-Challenge (OSKIC)”. Students received a game wallet of RM100,000 virtual currency to trade against KLSE activity and the highest return-on-investment wins the game. The game challenged students to try investment in an easy and fun way.

Execution
Using online banners and videos, we launched a massive campaign at popular student online hangout spots (Facebook, YouTube, blogs, Twitter) directing students to the microsite to play the OSKIC stock-trading game. OSK Facebook page became the main source of information for students as we provided 24/7 support with tips, research, white paper and ‘meet the expert’ sessions. The popular ‘meet the expert’ session helped students master the art of buying and selling stocks.

Results
The campaign reached an online audience of 240,000 people engaging 29,000 active players throughout the 8-week campaign averaging 1.7x ROI each. OSK’s Facebook grew by 26,000 fans!-An extraordinary number for any investment bank. With 5.8million page views, Bursa Malaysia applauded OSKIC with narrowing the gap between youths and investment.

Challenge
In a year of budget cuts and low sales outlook, we need our Search Campaign to work as hard as possible. So, in addition to increasing site traffic and awareness, we further custom- designed our Search strategy to make it into a CRM-like tool.

Solution
All of MINI’s range of cars provides equal satisfaction. However, each product model stands boldly for a certain driver profile & personality. Our Search strategy cleverly identified who exactly these potential customers are, what models they are interested in, and why, by using keywords which led to clicks to individual models’ product pages. By studying individual product models, we were able to identify emotional triggers that suited the respective models.

Execution
Each product model keyword sets were mapped to individual product pages. E.g. adventure based keywords were reserved for the MINI Countryman because of its crossover characteristics. The Coupe owned keywords about style and fashion because of its chic-ness. We crafted ad copies that conversed with the audience rather than sounding too brochure- ware. This makes the product characteristics come through from real experiences. No other advertiser in Malaysia capitalized on Search ads this way before.

Results
Real sales! 1 in 10 MINI sold in 2011 can be traced directly to leads generated from this campaign, some costing as low as only 0.04 cents, to sell MINIs costing as high as a Quarter Million Ringgit ! Overall, MINI CRM leads in 2011 jumped up a staggering 20%.