2013




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.

2013 | |

Celebrating Malaysian-ness over a cup of Lipton!

Advertiser: Unilever Malaysia
Brand: Lipton
Creative Agency: Creature Communications
Credits: Mindshare Malaysia — Shankar Rajagopal (Director, Client Leadership), Anne Leow (Associate Director, The Exchange), Looi Yew Mun (Manager, The Exchange), Toh Yen Wei (Executive, The Exchange), Sarah Boey (Digital Manager), Aileen Chew (Senior Executive, The Exchange)


Challenge
In a cluttered beverage market, Lipton wanted to launch Instant Teh Tarik and drive consumption at homes and offices. Given it is a global brand; it did not have the credibility required to launch authentic ‘Teh Tarik’. Lipton had to build awareness and sales, with a ‘Truly Malaysian’ positioning.

Solution
Malaysian culture is an amalgamation of races and languages, bonded together by a common identity. This unique identity is displayed everyday through its ‘lah’ language, fusion food, joint festival celebrations or typical Malaysian society behaviour. Lipton blended this uniqueness with latent pride among Malaysians in their ‘Malaysian’ness and created the campaign ‘Lipton Jom Teh Tariklah’. Through this, Lipton asked Malaysians to take pride in being uniquely Malaysian and in their national drink ‘Teh Tarik’. E

Execution
‘Jom Teh Tariklah’ was brought to life for our urban professionals’ audience through creating six pieces of original content, released weekly on the Lipton Facebook and Youtube pages. These short webisodes were centered around elements like ‘unique Malaysian behaviour’, ‘colloquial language’, ‘multi racial cast’, ‘local humour’ and ‘teh tarik occasions’. Conversations around webisodes were generated through online media (social seeding, blogger engagement) and multi lingual radio contests.

Results
Lipton Teh Tarik sales were up by 90% by Month 2. Internal sales surpassed targets by 30%. Campaign reached 50% of audience (5 million Malaysians). Quick build up on Facebook to 80,000 likes in 2 months. 47% urban professionals showed positive purchase disposition.

2013 | |

Finding the Rooney in Every Malaysian

Advertiser: Telekom Malaysia
Brand: TM
Creative Agency: Interplay (Part of IPG Mediabrands)
Credits: Interplay — Rahayu Rashid (Chief Producer Content & Experiences), Ridzwan Ibrahim (Senior Content & Experiences) / Universal McCann — Susan Lim (Media Manager), Aizat Mazni (Media Planner), Horina Yusop (Associate Director), Wilson Chin (Solutions Architect, Performance Marketing), Ullas Sahadevan (Director of Performance Marketing), Michael Utomo Hutany (Performance Marketing Specialist), Azri Haidhar (Social Media Specialist), Lim Nian Shan (Assistant Buying Manager), Hotimah Hosnol (Media Buyer), Joshua Ong (Social Media Specialist)

Challenge
TM was battling against the perception of being a fuddy duddy old school brand. The connect with the youth, the biggest chunk of the target consumers, was weakening. Moreover,with the launch of Maxis & Time broadband, TM needed a restage among youth and young adults. 

Solution
Based on the insight that football was the passion of the youth in Malaysia,and the fact that the Malaysian football team failed to make a mark at the global stage, owing to lack of world class talent, Media Agency recommended to use football as the connecting tissue, by leveraging on TM’s partnership with Manchester United, and bring world class football training to Malaysia, in an effort to uplift the level of footballing talent in Malaysia. 

Execution
Mencari Ramli: a reality show was developed for TV and Facebook, to find Rooney in every Malaysian. Thus began a nationwide journey of discovery where thousands of kids participated, at the end 3 winners went on to train at Manchester United Soccer School. The show was telecast through a partnership with a popular football show, Kaki Bola and the conversation was brought alive on Social Media. The entire nation participated in the search for Ramli. 

Results
Ramli reached 84% of Malaysians via online and TV. Viewership of the show Kaki Bola touched its peak with 51% jump in TVR. TM Team Malaysia unaided awareness jumped to an all-time high of 64%. The selected players are now in Old Trafford under the supervision of Sir Alex Ferguson.

2013 | |

Lingering Flavours: American Express Cooks Up New Menu, Driving Sales by 40%

Advertiser: Malayan Maybank Berhad
Brand: AMERICAN EXPRESS
Creative Agency: Astro Wah Lai Toi
Credits: Zenith Malaysia — Jo Yau (Group Planning Director), Micaela Soyza (Senior Media Planner)

Challenge
American Express faced serious challenges: High terminal fees deterred merchants, while customers refused to carry AMEX as it wasn’t widely accepted. To woo customers in a saturated, heavily-advertised market, we had to differentiate ourselves via the experiences that AMEX offered. 

Solution
We built our solutions on the insight that 70% of American Express users are Chinese and love exquisite dining experiences. We created customized content with a personality who embodied the American Express manifesto. We selected celebrity Wong Chui Ling, renowned for her food expertise. Given TV’s high affinity with our target audience, we appointed Wah Lai Toi as official partner and cross-advertised on TVB Xing He. 

Execution
AMEX, partnering with Chui Ling, co-created a series of 8, 2 min capsules entitled “ The LINGering Flavour”, which aired on Wah Lai Toi. –8 Signature Amex Menu were created, for TV and for AMEX customers. –Chui Ling’s casual card usage, redeeming the Signature Menu and paying bills, was an unobtrusive feature of the product. –Chui Ling’s hosting was brand endorsement. –LINGering Flavours featured on multiple platforms

(Chui ling’s social platform, TV etc). 

Results
Total dining spend for American Express rose by a whopping 40%, an incremental of more than RM 10 mil in billings. –An Incremental of 57% of platinum customers who used their card for dining.

2013 | |

Inspiring Passions by Windows8

Advertiser: Microsoft
Brand: Microsoft Windows
Creative Agency: Interplay (Part of IPG Mediabrands)
Credits: Universal McCann — Jane Chong (Associate Director), Alex Yeo (Senior Media Planner), Rahayu Rashid (Chief Producer), Pollyanna George (Project Leader), Ridzwan Ibrahim (Senior Content), Neeraj Gulati (Executive Director), Abhishek Bhattacharjee (Associate Director), Cecillia Wong (Implementation Buyer) / Microsoft (Malaysia) — Geraldine Wong (Centralized Marketing Organization Lead), Wo Ai Mee (IMC Manager), Daryl Yeap (Associate Marketing Manager)

Challenge
Microsoft had always been the market leader in computing softwares, but faced increasingly competitive players. Windows 8 was launching in Malaysia and the new consumer oriented operating system from Microsoft was trying to storm Apple’s stronghold. The challenge was to ensure a big and impactful launch in a fierce market. 

Solution
The main catalysts behind Apple’s popularity were Artistic Alpha trendsetters. However, Apple was beginning to be seen as a monolithic and opaque giant. We needed a campaign that showcased Alpha trendsetters creating magic with Windows 8. Media agency recommended partnering, Malaysia’s two most celebrated pop icons, Non & Nina, who were looking for inspiration, and together embark on a journey of inspiration from everyday Malaysia, with Windows8 as the enabler of exciting collaborative process. 

Execution
Over 8 episodes, Noh & Nina’s adventure in search of their inspiration was broadcasted on 8TV. Windows 8 became the enabler in their journey and was seamlessly integrated. As Noh & Nina soaked in everyday Malaysia, viewers joined in their quest by sharing photos and clips to inspire their icons online. The journey culminated through with a special song and fashion line created by Noh & Nina, who found their ‘True Muse’ during the journey. 

Results
The campaign reached 10.2 million people overall and generated 1.6 million organic impressions online! There was a total of 6,349 entries received to help inspire both Noh & Nina. Windows 8 garnered 51% of total Windows OS sales in the short period.