2013

Challenge
Van Laack is a Luxury German brand offering fine quality shirts. Its flagship store is located at BSC (Bangsar Shopping Centre). BSC is full of affluent patrons who are scattered throughout the mall. With a low budget, how can Van Laack capture their attention and funnel them to the store? 

Solution
BSC is a sought-after location for many luxury brands wanting to reach its affluent patrons. BSC’s advertising space is limited to the typical: bunting, standee, TV screens and exhibition space. Typical advertising is becoming blind spot. We needed to stand out of the clutter. Our solution: 3-in-one POS activation that followed the consumers’ journey and captured their attention at various points:
1)Valet Service;
2)within the mall and leading them to;
3)The store.

Execution
At valet service: Invitations and vouchers handed to drivers of German cars. –Within BSC: Three models in van Laack S, M, L shirt walked around BSC chatting patrons up, giving goodies and vouchers inviting them to the store. –Within van Laack’s window display: we ran a Live Mannequin Show showcasing the versatility of Van Laack’s clothing. Two still mannequins were replaced with two models who acted out 3 typicala scenarios of two active city-folks. 

Results
-The store’s footfalls increased by 200%
-Campaign generated RM59,682 worth of earned media from unsolicited blog postings and social sharing
-Media ROI of 14.70
-The usually-passive BSC crowd watched and took photos Van Laack received more attention than ever!

Challenge
Bike engine oils reside in a low involvement category, there is limited conversations taking place with the consumer. In the consumers mind, the service station was the expert to choose the engine oil. We had the task to entice consumers to demand Shell Advance to be used in their bikes. 

Solution
To bring about this much needed involvement by the consumer in demanding a particular brand of oil to be used in their bike, we needed to create visibility in a space which was both interesting and created instant re-call with the bikers. This un-tapped space, through our insight of the bikers, lay in the simplest of places, a comic book. We learned the young bikers, majority Malay, were comic book enthusiasts, especially comics with humor. 

Execution
We hijacked the “workshop” section in Ujang comic and seamlessly integrated Shell Advance in the storyline. 4 issues were crafted, each filled with humor, which drove the characters of to pick up Shell Advance and use it in their bikes during their escapades. To create excitement, each issue ended with 2 alternative continuations; readers could log-in to Ujang’s Facebook page and vote for the continuation of the story of their choice in the next issue. 

Results
11,000 voted for the continuation of the story in the next issue. 1761 people shared the post (average number of friends in Malaysia = 233**), we reached out to 410,313 people. This created a WOM boom for the brand and we had made the brand the center of the conversation.

Challenge
Tune Talk needs to build affinity with youth via concerts; But brand sponsor association with concerts’ are low (20%). With three upcoming concert sponsorships in Q1 2012, we’re challenged to elevate post- concert sponsor recall to 60% and be remembered as the telco that brings amazing concerts, all with RM86k. 

Solution
We know that youth love their artistes but are wary of sponsor “promos” which they see as a sales “gimmick”. What they really want are priceless experiences that give them bragging rights. We achieved this by organizing “lookalikes” of Jessie J, Far East Movement & Avril Lavigne, the upcoming acts sponsored by Tune Talk. Catching these impersonators “performing” in youth hot spots gave them the ‘bragging rights’ they desired and going viral amongst their network. 

Execution
After a nationwide hunt for “lookalikes”, we triggered our celebrity impersonators with the help of screaming fans, brand mascots and production crew at hot spots. Radio stations and bloggers further drove youth to these spots. Excited, they shared their “celebrity” moments on social media. With the truth unveiled, youth were delighted that Tune Talk was bold enough to bring them an exciting experience albeit with lookalike celebrities, winning brand affinity in their hearts and minds. 

Results
Tune Talk’s brand sponsor association with concerts jumped from 20% to a 71% average. Concert ticket sales peaked at 93% on average. Fans bombarded Tune Talk social media with requests to bring more concerts! Combined sales with all on-ground activities netted almost 270,000 new subscribers in 3 months.

Challenge
Snacking is bad for you and makes you fat! This is what women believe in. With limited budget and difficult to impress female target, MisterPotatoRiceCrisps had to bring alive their ‘round the clock guilt- free’ proposition in a way that stood out which female could connect with. 

Solution
Women are very conscious of what they put into their mouth. They love to snack but often feel guilty after snacking. They know this feeling, they hold on to it and it stops them from reaching out to the bag of chips. We must demonstrate the pleasure and satisfaction from snacking RiceCrisps can bring. That it is a guilt-free snack worthy of their stomach space! Enter CapitalFM, the station women trust to convince our listeners. 

Execution
We deployed a creative scheduling strategy, managing various executions synergistically. With less than RM40,000, we dominated Capital FM for a month:- 1. Six DJs going the extra mile to weave RiceCrisps subtly into their talk set – their favourite snack (Endorsement) 2. At key snacking times, DJs re-iterate the joy of light snacking (Reminders) 3. “Jam Break” sub-segment related food, travel and lifestyle (Lifestyle relevance) 4. Customized live liners running throughout the day (RiceCrisps USP).

Results
For just RM40k, campaign ROI was more than 300%. DJ’s round-the-clock endorsements and reminders were worth more than RM100k. They convinced more than 112k female that it is possible to snack guilt-free. By carefully mapping our message to moments of maximum motivation, MPRC sales outpaced snacks category with 13% growth!