2013




2013 | |

Ford’s Game of Change

Advertiser: Sime Darby Auto Connexion
Brand: Ford
Creative Agency: Pegasus Film
Credits: Mindshare Malaysia — Ng Joe Yee (Senior Executive), Bryan Chiang (Manager), Elaine Lee (Manager), Koh Yee Ling (Director, Client Leadership) / Golden Screen Cinemas — Emily Siew (Marketing Executive) / CineAd — May Choo (Assistant Manager) / JWT Malaysia — Yee Lin Tze (Account Executive), Adrian Cheah (Account Director)


Challenge
The new Ford Focus is the only passenger car to offer cutting-edge innovations like “Active Park Assist” that works better and is more affordable than luxury car badges. Even so, Ford faced an uphill battle in appealing to younger consumers. How do we revolutionize the way we connect with them?

Solution
85% of young prospects described 5- 10 minute test-drives as short and felt like a “product demo”. With this insight, we strategized a paradigm shift: why not change the “test-drive” into an “experience drive”, a weeklong experience without the salesman? But how do we get them to experience Ford Focus? We pioneered a new selling strategy by engaging them in a place where they hang out most – Cinema, turning it into exciting, live treasure hunts.

Execution
Jinnyboy, Malaysia’s hottest online video sensation, was recruited to produce a 40-second short story screened before a movie. During the video Jinnyboy loses his Ford Focus car key and turns to the cinema audience for help to find his key under their seats, the finders of which will drive home the new Ford Focus for a week, experiencing it just like they would if they bought the car.

Results
This pioneering activation, acclaimed as Ford Asia-Pacific’s Best Practices for A&P, singlehandedly instilled authentic conversation verbatim online and offline. 80% of prospects that drove the car home were impressed; over 30% showed strong intention to buy, now that’s 2x more effective than the conventional way of selling a car.

2013 | |

Bringing back the joy to KFC’s Point of Serve

Advertiser: QSR Brands (M) Holdings Sdn Bhd
Brand: KFC Malaysia
Creative Agency: BBDO (M) Sdn Bhd
Credits: Universal McCann — Rina Low (Business Director), Velda Kon (Associate Director), Lavend Ng (Senior Media Planner), Way Chooi Yee (Media Planner), Alina Tan (Media Buyer), Derek Tan (Executive Director), Yvonne Lau (Communication Strategist Manager), Angelyn Soh (Social Media Specialist) / QSR Brands (M) Holdings Sdn Bhd — Kelvin Hong (General Manager), Connie Liau (Senior Marketing Manager), Erica Tan (Marketing Executive), Sharel Samat (Marketing Executive) / Astro Radio Sdn Bhd — Sukhbir Sidhu (Associate Radio Sales)


Challenge
It was a gloomy start for KFC. The infamous I-City incident caught the country by storm when one server assaulted a customer. The debacle spread like wildfire. Overnight, KFC was infested with severe negative sentiment and became Malaysia’s hotly debated topic of the year. KFC’s POS needed a refresh!

Solution
To reinstate the confidence in KFC we needed to re-connect with consumers and change current perception of KFC servers. We knew that POSMs like posters/standees will not cut ice, but something drastically innovative at the KFC- POS counters was necessary to bring the love back. Media agency recommended to turn point-of-sale into point-of-endorsement, by deploying people’s favourite radio DJs as the new KFC Frontliners serving and interacting with customers and families for the first time ever.

Execution
Every 5 weeks we worked with Malaysia’s 10 most sought after DJs from top 3 stations, who worked tirelessly with KFC servers across major KFC outlets nationwide. On air, they assumed the role of a DJ and broadcasted live, the chronicles of well-rounded frontliner, juggling speed and importance of rendering good service. Seeing them at the counter and then hearing them on radio talk about being a server changed the face of a KFC server!

Results
KFC turned crisis into opportunity. Sales +19.8%, transaction +15.4% and 0 cannibalization, pushing visit share increased by 2x in Q2 2012. ‘Staff are friendly’ improvement of 71.4% vs our closest competitor. The place attribute around ‘Warm and welcoming’ improved by 100% vs our closest competitor.

2013 | |

Feel the love of Milk, Moms & Masses by Dutch Lady

Advertiser: Dutch Lady Milk Industries
Brand: Dutch Lady UHT
Creative Agency: Leo Burnett Malaysia
Credits: Universal Mccann — Ramakrishnan C.N. (Vice President), Chinar Joshi (Integrated Experience Designer), Goh Soo Mei (Associate Director), Cathryn Pak (Assistant Manager), Olivia Lee (Senior Media Planner), Stephanie Chin (Director Of Operations), Chow Lee Kheng (Senior Buyer & Implementation), Rashid Rahayu (Chief Producer), Ridzwan Ibrahim (Senior Content) / Dutch Lady Milk Industries — Anja Henze (Marketing Director), Ramjeet Kaur Virik (Marketing Manager), Ho Hui Hui (Brand Manager), Ho Phaik Li (Head Of Marketing Services), Tai Chip Hui (Media Manager) / Leo Burnett Malaysia — Tony Khoo (Group Account Director)


Challenge
2012 summer saw several brands using the Olympics platform to engage consumers. Brands on steroid budgets were using Olympians to promote everything from smartphones, to isotonic drinks. We had to differentiate Dutch Lady’s Olympics campaign from the rest, and the challenge lay in making it more relatable, personal and impactful.

Solution
All beverage brands proclaimed themselves to be the one behind making an Olympic champion by brute power brainwashing of the public. But the truth is far from it, it is the unconditional love of a mother, mass adulation and milk, which makes a true CHAMPION. Media agency recommended to bring out the Olympian’s secret recipe through a call to authenticity, which celebrated moms, triggered mass euphoria and reminded Malaysians of the power of milk.

Execution
A multiplatform Integrated Branded Content brought alive the role of mothers and milk in the life of Olympian’s Pandalela, Azizul and Khoo & Tan via an emotional 4 part branded series on TV3. Faizal Tahir, created a stirring branded song and MV, ‘Go Malaysia Go’ as an ode to moms, triggering a Guinness world record of cheer collections from Malaysian. Culminating with DL Moms as ‘Chief Official Correspondent’ reporting their POV, live from London.

Results
The campaign inspired 87% of target audience, GMG cheer song made it to the Top 10 Music charts and Malaysians cheered their way into Guinness Book of Records with 10,130 cheers. Repeat purchases increased 9% over last year, strengthened by 13.5% increase in the endorsement scores for Dutch Lady.