2013




2013 | |

F&N Unleashes the First Ever ‘Surround’ Gaming Experience

Advertiser: F&N Interflavine Pte Ltd
Brand: F&N Fun Flavours
Creative Agency: Bates Malaysia
Credits: Universal McCann — Chew Kagee (Senior Vice President), Chai Yen Yen (Business Director), Jacinth Lum Sin Yeh (Senior Media Planner), Nikki Fok (Media Planner), Cecilia Wong (Media Buyer) / Rally — Derek Tan (Executive Director), Chew Xian Kim (Manager Community Strategy), Bryan Hoo (Senior Social Media Specialist) / F&N Interflavine Pte. Ltd. — Jenny Wong (Assistant General Manager - Marketing), Yee Pek Kuan (Brand Marketing Manage - SD, Juice&Water), Stephanie Wong Wai Yee (Brand Manager - Juice&Water), Vanessa Lim Su Ping (Assistant Brand Manager - CSD) / Bates Malaysia — Aditya Kilpady (Strategic Planning Director), Elaine Yap (Account Director), Gavin Teoh (Senior Accountant Manager)

Challenge
CSDs are struggling to stay relevant. In its 129th year, F&N is perceived as old whilst the typical ‘fun’ imagery is becoming irrelevant to youth. Youth besieged with choices, are constantly searching for new experiences including the way they consume media. More challenging, is achieving repeated engagement with them.

Solution
Malaysian youth are married to their mobile devices – always there, never arguing, only entertaining. It has become their personal source of happiness – he does his purchases online, he checks his friends’ updates on Facebook, while he beats his friends’ scores on Candy Crush. Milking this relationship, media agency recommended a mobile app where all F&N media touchpoints triggered an explosion of addictive, sporty fun bubbles across their mobile devices to be blasted away.

Execution
A first ever in Malaysia, media agency created the F&N Bubble- Blaster mobile app which used image recognition technology to interact with F&N images across all media touchpoints like TV, Youtube, Facebook, websites, Ambient, OOH and even POSM. Embedded with a hook that urged them to point their mobiles to release an explosion of bubbles on the screen. Youth had fun blasting the bubbles away and immediately shared their scores, challenging their friends on Facebook.

Results
In 6 weeks, campaign reached 92% youth. F&N Bubble-Blaster was played 101,435 times, gaining additional 80,399 Facebook fans (+126%). The video was viewed 5.78m times generating huge online buzz, amassing RM3.25m in Earned media value. Spontaneous Brand Awareness grew 14.29%, Brand Likability grew 5.9%, whilst Sales increased 33% post campaign.

2013 | |

Proton Preve Unlocks the Bond in You

Advertiser: Proton Holdings Berhad
Brand: Proton
Creative Agency: Trival DDB
Credits: Universal McCann — Tammy Lim Siew Hoon (Business Director), Joyce Lee Phei Phei (Media Planner) / Proton Holdings Berhad — Alvin Tey Puat Seng (Interactive Marketing Manager), John Heng Fook Kheong (Interactive Marketing Manager) / Tribal DDB — Lim Tien Ming (Account Manager)


Challenge
Proton Preve was pegged as first ever global sedan, which represented a new benchmark surpassing all expectations in the local automotive industry, with top end features in a value car. We needed to create the aura of sophistication and superior technology amongst the extremely cynical who don’t relate to Proton.

Solution
We needed to convince Malaysians about Preve being technologically superior than its competitors. Thanks to Hollywood, car scans, thermal imaging and 3D interactivity are considered as a mark of technological advancement. We decided to merge Malaysians love for mobile apps & their fascination with Hollywood through media innovation to launch the first ever innovative Virtual 3D augmented reality app to bring a showroom experience of the all-new Preve at the palm of their hands.

Execution
Prospects would be able to scan highly contextual websites and chance upon the ‘hot’ Preve zooming across leaving a thermal heat signature and revealing itself slowy. Once they get excited and are ready for more we led them to download the Preve 3D AR app which they would have to again use their spy skills to unlock the features on a fully interactive 3D Preve right in their hands, sleek sophisticated and truly world class.

Results
The 3D AR application had an estimate of 25,000 downloads with Proton Preve earning the 4th place for most trending term in Google for 2012. PREVÉ had a huge increment of 11,310 bookings within the 2nd month after the launch despite having encountered limitations in their test drives units.

2013 | |

This is My Moment, Brought Live to You

Advertiser: Samsung
Brand: Samsung Galaxy Camera
Creative Agency: Yahoo
Credits: Andrea Samuel (Digital Manager), Chong Yem Meng (Media Planner), Ng Jun Yi (Media Planner), Alexander Wong (Associate Digital Manager)

Challenge
Samsung created a camera within the Galaxy range that has social sharing functions. This camera would not be competing with traditional camera but rather our task was to launch this new category of ‘connected cameras’, create a consumer need in the market for such a product, and drive business.

Solution
The millenials embody the concept of ‘fluid living,’ naturally toggling between everyday activities. By being always-on, they use social networks to provide a window to their everyday lives. They like to capture these everyday moments, create fresh perspectives for these moments, and share their perspectives to their social circles. They filled their social posts, tweets, blogs, and images with simple everyday moments. Millenials live in the moment. To them, life is the moment.

Execution
The launch of “This is my moment. Brought live to you” gave the millenials their own space to capture everyday moments and sharing them in real time. We created real-time ads, the content of which were live, real-time moments from our consumers. We first created a crowd sourcing platform on Yahoo! to allow consumers to share their in-the-moment, content. This user generated content was fed as live creatives, hence making our ads live.

Results
Whilst Samsung successfully created the ‘connected cameras’ category, the millenials made the camera social! The crowd-sourcing platform garnered earned media and content valued over MYR750,000. Content was self-sustaining throughout the campaign. 40% of contributors now subscribes to Samsung newsletter. Achievement for Samsung for overachieving targets by 120 index points.

2013 | |

How A Design App Drove 500% Increase in Fan Base

Advertiser: Sime Darby Berhad
Brand: Sime Darby Property
Creative Agency: Revv Advertising
Credits: Kristine Ong (Partner, Client Leadership), Christabel Cheah (Director, Invention), Javian Ong (Executive), ChyuanZhi, Lim (Executive), Marcus Toh (Executive), Mohd Khairi Ibrahim (Senior Executive), Say Ling, Kok (Executive), Stephanie Looi (Manager, Digital), Jamie Khoo (Executive, Digital), Lilian Hor (Head, Social Media), Yang Ching, Lee (Executive, Social Media), Kee Pin, Ong (Head, Creative Services), Desmond Ong (Manager, Creative Services), YinYin, Hooi (Executive, Digital), Carmen Tham (Executive, Digital)

Challenge
As the co-creator of The Apartment, an interior design reality show, Sime Darby Property (SDP) needed to drive viewership and interest to The Véo, their new luxury condo, the show’s grand prize. 

Solution
Leveraging on our insight that Malaysians imagine their homes before purchasing and that they are frequent internet users, we created an “online experiential platform” coupled with engaging, social co- viewing experience for the audience. The platform is a call to Malaysians to express their creativity when inspired by the TV show. 

Execution
SDP pioneered Malaysia’s first interior design application, Style Your Véo, which allowed viewers to design their own Véo. To drive viewership, participants watch every episode to answer questions and unlock new items to decorate their space. We created over 1207 content which can be shared on participants’ Facebook and SDP’s Facebook page. This was laced with strategic online media buy on top relevant websites and amplified with key opinion leaders on their social graphs. 

Results
Purchase intent increased 38%. 97.3% most likely to recommend SDP. Facebook fans increased 500%, with high engagement rate of 22%. SDP achieved 190million ad exposure on the digital platform. App received over 3,500 shares. 14% increase in average viewership vs Season 1, surpassing American Idol and MasterChef US on Starworld.

2013 | |

Pizza Hut’s Menu-Pictionary Drives Malaysia Nuts!

Advertiser: QSR Brands (M) Holdings Sdn Bhd
Brand: Pizza Hut
Creative Agency:
Credits: Universal McCann — Chew Kagee (Senior Vice President), Samantha Tay (Business Director), Dzeti Mohamed (Media Manager), Christina Wong (Senior Media Planner), Neeraj Gulati (Executive Director), John Woo (Assistant Manager, Content Services) / Pizza Hut Malaysia — Low Kang Moon (Senior General Manager – PHM/PHD Division), Jerry Loo Siew Hong (General Manager, Marketing – PHM/PHD), Yusof Ishak (Manager, Marketing)

Challenge
General perception was Pizza Hut served only pizzas, but in reality there was an exhaustive menu, offering everything from Pizzas to pastas, starters & soups. Now, who bothers with the menu in their favorite restaurant anyway? With limited budget, our challenge was to get people to read the menu more. 

Solution
Pictionary based ‘Draw Something’ was the hottest and most addictive app of the season, with most of the Pizza Hut target audience busy drawing or guessing something on their smartphones. The game involved people seeing drawings, and guessing the implied word or phrase. Media Agency recommended to leverage on this flavor of the season and introduced the menu with the same DNA of ‘Draw Something’, by converting our online banners into a guessing pictionary board. 

Execution
Our banners became gaming screens, where the surfers were teased and challenged to guess a phrase based on the sketches on the banner. The drawings were the names of menu items which weren’t normally associated with Pizza Hut. The clues would be drawn in front of them, and they would have to speculate the correct answers. A new challenge was thrown to every user, every time via remarketing. 

Results
Users spent an average of 2.3 minutes playing the banner. Frequency of visits increased by 10% during the campaign period. Sales volume increased by 9%. Our pictionary based media innovation helped Pizza Hut gain more visits than ‘Kopitiams’ for the 1st time ever!