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 | |

Shell Rimula Hard-Working Truck

Advertiser: Shell Malaysia (Trading) Sdn Bhd
Brand: Shell Rimula
Creative Agency: O&M
Credits: Maxus — Faraz Shams Khan (Associate Business Director), Lorraine Capel (Managing Director) / GroupM — Padmanabhan (Associate Business Director)


Challenge
The trucker community was facing a dreadful situation; long, tiring hours were being spent behind the wheel, leading to numerous accidents and loss of lives. Shell Rimula on the other hand was becoming aloof to the truckers against Petronas (which resonated well with them, with the ever- rising “Buy Malaysian” sentiment).

Solution
To overcome this disconnect, Rimula had to walk-the-talk its proposition: “Works as hard as you (truckers) do” and willing to do something for these unsung heroes. We spent a few days traveling with these truckers. Their difficulty was evident: long driving schedules, limited rest-stops, fatigue and more dangerously deprivation from sleep. An idea sprouted! We needed to create an area of RELAXATION, where truckers could eat, get a massage, get re-energized and saved from fatigue.

Execution
Shell Rimula Hard-working Truck was created, a 40ft air-conditioned container complete with a Pool table, TV, sofas, massage chairs, fridge (with meals) and even a barber (nothing like the needed haircut and Indian massage to relax). The truck stopped at 15 major truck congregation R&R areas across Pen & East Malaysia. On-Air spots announced the location of the Hardworking truck, alerting the truckers to stop and relax with us, as an appreciation for their hard- work.

Results
Over 3700 truckers were re- energized and became instant advocates for Shell Rimula. The WOM created from these truckers, snowballed our sales: 49% Growth in Volume Sales 238 kilo-liters of Rimula R4/R5/R6 sold Distributors lined up to use the Hard-working truck to be part of their road-shows to create magic.

2013 | |

Astro On-The-Go Human iPad Theater

Advertiser: MEASAT Broadcast Network Systems Sdn Bhd
Brand: Astro On-The-Go
Creative Agency: XM - Asia
Credits: Sheila Shanmugam (Business Director), Sham VanBoonstra (Project Director), Dayang Haniza Hamidon (Senior), Chui Ying Liew (Executive)


Challenge
Astro wasn’t making inroads with digitally savvy young urbanities that are increasingly accessing content on smart devices. Agency’s challenge: Launch Astro On The Go (AOTG) new service innovatively, change perception giving viewing options from traditional pay TV to accessing content on iPad, iPhones and deliver 100,000 AOTG downloads during launch.

Solution
Young tech savvy consumers consume content while out and about. They are the first to share new innovative experiences with their friends. So, AOTG launch must showcase actual viewing experience out of home in an exaggerated way enticing consumers to record, viral out, create awareness and talkability. We created World First Human iPad Theatre showcased at high traffic public spots in flash mob style, bringing Astro entertainment from living room to you; anywhere, anytime.

Execution
World’s First Human iPad Theatre was made possible using special application synchronizing 50 frames of Astro content loaded individually into 50 iPads, forming 80” HD screen. 4 weeks casting, rehearsals saw 25 talents demonstrating Astro content on 50 iPads forming the Largest Human iPad Theater and 30 flash mob dancers enticing crowds to download AOTG services. Consumers at 32 locations were entertained with K-pop, Disney, Malay and Sports genre; content matched with audience by location.

Results
World’s First Human iPad Theatre delivered 286,614 AOTG application downloads, exceeding target 186%. 6 times higher compared to local industry benchmark. YouTube video gained 300,000 hits. 200,000 unique visitors to AOTG website (7 times higher compared to any new Astro service launch). Social mentions and PR value worth RM1.8 mill.

2013 | |

Dashing – Reigniting the flame ‘In The Dark’

Advertiser: WIPRO UNZA
Brand: Dashing
Creative Agency: Visual Earth
Credits: Vicky Tam (Business Director), Joanne Chong (Planning Director)

Challenge
Dashing’s reputation as the #1 brand has given way to the perception that it is outdated. We needed to innovate to cut through other competing brands that spend up to 5X that of Dashing. Dashing was looking forward to something beyond the norm to add excitement to their brand. 

Solution
In conjunction with their newly launched skincare regime, we researched the preferences of our target audience. We identified most males nowadays are metrosexuals and pay a lot of attention to their appearance, yet they are still action-oriented. Proprietary insights indicated young Malay males love sports. Futsal had a strong relevance to both players and spectators. We turned this sport into an electrifying platform to succeed in achieving the challenge. 

Execution
Think of TRON, Malaysian style! Creating history in Malaysia, we introduced Neon Futsal by Cabaran Skor Dashing. We collaborated with media owners to promote a redefined futsal experience by playing in the dark. Dashing needed to change perception of their brand; players were challenged to play with fluorescent futsal gears and UV lights. The idea was to incorporate skills with a cool factor to the game which resonated extremely well with the brand proposition. 

Results
Cabaran Skor had an overwhelming 100 teams participate nationally. The sales increased by 20% within 3 months. “Dashing for Men” Facebook page improved by three folds to more than 15,000 people. We garnered earned media value at RM 2 million – 5 times more than the campaign budget! 

 

 

 

 

 

 

2013 | |

DiGiLympics: Tweet #SaveEan #SaveJJ

Advertiser: DiGi Telecommunications
Brand: DiGi Internet
Creative Agency: Naga DDB Sdn Bhd
Credits: Starcom Worldwide — Carmen Wong (Client Service Director), Tan Chieu Mei (Media Planner) Naga DDB — Daniel Wong (Account Director), Haruka Teh (Account Executive)

Challenge
DiGi wanted to leverage the Olympics coverage on TV but its competitor was already the main sponsor. Moreover, viewership surges during the event and Brands would flood viewers with ads to battle out for their limited attention, thus further squeezing DiGi’s share of voice to the bottom of pile.

Solution
Both radio DJs JJ and Ean have huge followers. The two of them are massive sports fans. One is a crazy football fanatic, the other is a basketball jock. What better way to get attention is to get both of them to hosts DiGi’s very own Olympics – “The DiGiLympics” on radio. It’s basically Olympics with a twist. We partnered with Hitz.FM to get popular Radio DJs JJ and Ean to pit against each other. 

Execution
We hung DJs JJ & Ean up “on air”, 20 feet from the ground in a cage each, at e-Curve shopping centre. They had to rally their listeners on live radio broadcast to get them down. First DJ to touch the ground wins. Listeners had to use #saveJJ or #saveEan on social media; the more tweets and Facebook comments with the specific hashtags, the faster either JJ or Ean will be lowered to the ground. 

Results
The campaign cut through the media clutter and created massive buzz: – 500,000 views on the Facebook posts by JJ and Ean – 5,000 new “likes” on Facebook – 600+ people participated to save JJ and Ean – 1,000 people attended the event.