2013
2013 | Gold | Best Use of a Small Budget (Under RM100,000) Excludes Digital
Advertiser: Focus Point Vision Care Group Brand: Focus Point Creative Agency: - Credits: Vizeum Media Services — How Yuan Yi (Client Services Director), Mandy Liew (Assistant Media Manager), Tang Sze Mun (Media Buyer), Sim Beng Geok (Head of Client Services) / Focus Point Vision Care Group — Su Chin Peng (Head, Business Operation Manager), Chang Suling (Marketing Manager)
Challenge
Myopia develops in early childhood and can lead to blindness. Chinese Children suffer the most with 68% needing corrective lenses. Children are in denial over the problem because they believe wearing glasses is nerdy. How can Focus Point take the stigma out of wearing glasses?
Solution
Usually parents take their children for eye tests creating friction with kids as it is felt to be another parental pressure. Focus Point turned this around by going directly to the schools and counseling students face to face. This gave the kids an opportunity to learn about the whys of eye care, in a conducive environment as they face the issue together with their peers. Focus Point became the champion for myopia, the eye-hero.
Execution
School education programme in Chinese newspaper provided the platform for Focus Point to counsel and test 20,000 students. Copying the ‘report card’ habit, we created report slips of eye- tests together with eye-booklet for students to bring home to their parents. The kids do not feel lonely in this environment and enjoyed the experience together with their friends. Those who need, get counseled for corrective glasses – they can now see their future clearly.
Results
Focus Point donated 100,000 minutes of their time to ensure 20,000 students get clearer ABC123. With just RM80,000, sales for myopic glasses increased 77% YOY. More importantly, parents were educated on the importance of eyecare. Focus Point took the first step towards becoming the highly visible family eye care specialist.
2013 | Silver | Best Use of a Small Budget (Under RM100,000) Excludes Digital
Advertiser: Nestle Products Sdn Bhd Brand: Purina Alpo Creative Agency: The China Press Berhad Credits: Mindshare Malaysia — Cindy Chia (Client Leadership), Rowie Ayaton (Associate Director), Christine Poe (Manager), Lisa Wong (Manager), Vicky Sim (Executive), Grace Ong (Executive)
Challenge
In 2012, ALPO’s advertising budget was at an all time low at RM70,000 while its competitor tripled theirs. Consequently, research showed that dog owners were more likely to support the competitor. The challenge was coming up with a sustainable creative solution, without the help of an advertising agency.
Solution
Based on a pet ownership study in Malaysia, over 85% of dog owners are Chinese whose preferred medium is the Chinese newspaper, and especially loyal China Press readers. After connecting with China Press, we found that they wanted to start a Pet Section but lacked the content. As an internationally renowned brand, ALPO possesses a wealth of information on dogs; hence we offered to contribute content in return for advertorial space and creative resources.
Execution
Through China Press, we obtained ALPO testimonials from readers and celebrities who are dog owners, featuring them in a series of editorials over three months. The articles created the perception that ALPO was the recommended brand over others in the market. As ALPO set the themes and provided weekly content, articles were angled on dog issues so ALPO could make a clear difference. This further elevated ALPO’s credibility in the category.
Results
ALPO achieved a 300% return on investment, despite only having an advertising budget of RM70,000. By end of the 3 months campaign, ALPO’s volume share was 15% higher compared to a year ago. Consumer’s consideration level also increased by 6% compared to a year ago.
2013 | Bronze | Best Use of a Small Budget (Under RM100,000) Excludes Digital
Advertiser: Nin Jiom Medicine Mfy (H.K.) Ltd Brand: Nin Jiom Creative Agency: Naga DDB Sdn Bhd Credits: Vizeum Media Services — Janise Shiaw (Media Manager), Nicole Lee (Media Planner), Ooi Hoay Lee (Buying Manager) / Nin Jiom Medicine Mfy (H.K.) Ltd. — Esther Yu (Product Manager), Cherry Ma (Assistant Product Manager)
Challenge
Nin Jiom wanted to target the Chinese young adults to try its herbal candy. But with a brand name like “King-To-Nin-Jiom-Pei-Pa-Koa” and a dated logo featuring a sickly old lady with her filial son in traditional garbs, the young generation of Chinese just could not connect with Nin Jiom.
Solution
Our target group love eating, drinking and singing – in that order! Having a good voice is essential during karaoke sessions, where Chinese youths use to show off their prowess. Karaoke is the place for Chinese youth to increase their social currency amongst their peers. Instead of persuading them to try our product, our strategy was to let our target group want our product at the moment they most need it.
Execution
Working on a budget that cost less than 3 spots on prime time TV, we approached Neway Karaoke, one of the largest karaoke chains amongst Chinese youths. Candies were placed in a bowl in every Neway Karaoke room as a “value-added service”. A reminder to soothe their throat and take a break with our herbal candy came on after every few songs, when throats were parched and voices were strained.
Results
We literally “shoved” NJHC into our TAs’ throats as we blazed through the finish line. 150,000 candies were consumed. 500,000+ people “heard” the immediate benefit of our product and repeatedly saw our TVC. Media ROI 25x.
2013 | Finalist | Best Use of a Small Budget (Under RM100,000) Excludes Digital
Advertiser: Dutch Lady Milk Industries Brand: Dutch Lady Pasteurised Milk Creative Agency: Universal McCann 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), Lim Nian Shan (Assistant Buying Manager), Chow Lee Kheng (Senior Buyer & Implementation) / 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)
Challenge
Malaysians consume an average of 1.4 glasses of milk weekly, with low consumption levels, and increasing competition from the likes of cultured milk, yogurt, soft drinks and fruit juice. With the general perception of milk being boring the challenge was in getting into shoppers’ cart in any way possible.
Solution
Instead of injecting hefty investments to own the chilled section at hypermarkets, Media agency recommended to shift the battle out of cluttered dairy aisle to the ‘waiting zone’ at Hypermarkets. With an average 12 minutes waiting time on weekends at check-out counters, when consumers are idling. Malaysians love discounts and ‘Happy-Hours’ trigger positive associations towards bargains. We converted idle time into ‘Dutch Lady’s Milk-Happy- Hours’ where shoppers were entertained and tempted to buy milk.
Execution
School education programme in Chinese newspaper provided the platform for Focus Point to counsel and test 20,000 students. Copying the ‘report card’ habit, we created report slips of eye- tests together with eye-booklet for students to bring home to their parents. The kids do not feel lonely in this environment and enjoyed the experience together with their friends. Those who need, get counseled for corrective glasses – they can now see their future clearly.
Results
Focus Point donated 100,000 minutes of their time to ensure 20,000 students get clearer ABC123. With just RM80,000, sales for myopic glasses increased 77% YOY. More importantly, parents were educated on the importance of eyecare. Focus Point took the first step towards becoming the highly visible family eye care specialist.
2013 | Finalist | Best Use of a Small Budget (Under RM100,000) Excludes Digital
Advertiser: Nestle Products Sdn Bhd Brand: MAGGI Creative Agency: Primeworks Studios & Red Communications Credits: Mindshare Malaysia — Keith Leong (Executive), Lim Suk Yee (Manager), Vicky Sim (Executive), Christine Poe (Manager), Cindy Chia (Director, Client Leadership)
Challenge
MAGGI is Malaysia’s No.1 and oldest brand, but competitors were aggressively luring consumers away with their increased variety and exotic flavours. Consequently, brand saliency dropped. How do we remind Malaysians of their “first love” with MAGGI Mee, and rekindle their emotional connection with MAGGI in a world of exciting alternatives?
Solution
Our insight was that Malaysians quintessentially bring MAGGI noodles when traveling abroad because it’s a comfort food that makes them think of home. “Distance makes the heart grow fonder” – and this became our inspiration! To remind Malaysians of this emotional fondness they have with MAGGI, we pitched our idea to Malaysia’s best storyteller and movie producer, Lina Tan, to develop content with “MAGGI Mee” playing an integral part in the storyline as comfort food.
Execution
“Istanbul Aku Datang” movie was born out of our insight. MAGGI became the movie’s focal point, responsible for sparking romance between lead actor, Beto Kusyairy, and actress, Lisa Surihani. This well-thought through negotiation with RM50k investment also gained us OOH publicities, PR coverage and Lisa’s tweets about MAGGI. These drove consumers to the movie and ultimately exposed to MAGGI. Astro integrated key scenes with MAGGI into their promos – further boosting our ROI.
Results
With just RM50k investment, we obtained publicity value worth RM18.1mil! (36,200% ROI). Within the movie’s first month of release, MAGGI’s loyalty scores increased by 4%, top-of-mind increased by 8% (Source: MillwardBrown). This Branded Content drove thousands of social media conversations around MAGGI for months thereafter.
