2013




2013 | |

Nestle gets 108,000 Copywriters for its Centennial Campaign

Advertiser: Nestle Products Sdn Bhd
Brand: Nestle Corporate
Creative Agency: McCann Erickson
Credits: Cindy Chia (Director, Client Leadership), Lim Suk Yee (Manager), Kelly Liow (Executive), Audrey Low (Associate Director, Client Leadership), Yvonne Tan (Senior Executive), Esther Loke (Executive), Christine Poe (Manager)

Challenge
100 years of success and making its way into millions of homes and hearts is great cause for celebration. However, large-scale 100th-year celebrations marking this milestone may be seen as “pompous”, risking negative sentiments from consumers. Our challenge was to reinforce Nestle’s longstanding reputation, heritage and success without sounding arrogant.

Solution
Consumers are always more interested in stories about people than stories about companies. Therefore, we decided that the “Nestle 100 years” campaign should be co-created by the people of Malaysia, with their own stories as the building blocks. Of course, consumers are always fascinated by social influencers’ stories, so what better way to kick-start consumer participation than to get social influencers to share their Nestle stories.

Execution
We first turned to major print publications and convinced editors of various columns to share their Nestle stories in their style (sports story by sports writer Zalina Som, comic illustration by comic editor Reggie Lee, etc). These stories appealed to all walks of life and triggered Malaysians to reminisce their own experiences. At the end of each article, readers were encouraged to share their own stories with the publications or at “Nestle 100 Years” microsite.

Results
The nation responded with 108,000 Nestle stories within 3 months of campaign, making it the largest crowd-sourced brand campaign in Malaysian history. Nestle’s corporate image improved 24% post campaign and 87% of Malaysians felt a stronger connection with Nestle. (Source: MillwardBrown). Nestle closed the year with +12% in stock price.

2013 | |

Friso Makes Newspaper the ‘Talk’ of the Town!

Advertiser: Dutch Lady Milk Industries
Brand: Friso
Creative Agency: JWT 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), Lim Jia Hui (Senior Media Planner), Stephanie Chin (Director of Operations), Chow Lee Kheng (Senior Buyer & Implmentation), Anja Henze (Marketing Director) / Dutch Lady Milk Industries — Van Tran (Marketing Manager), Christy Yong (Senior Brand Manager), Desiree Cheng (Brand Manager) / JWT Malaysia — Nicole Tan (Managing Director) / NSTP — Santharuban Thurai Sundaram (Senior Brand Manager), Lina Lim (Key Account Manager)

Challenge
Friso had limited shares in IFT segment. It needed to win first time moms against the cacophany of pharma brands. To stand out, Friso had organized unique events nationwide called “Growing up together days”(GUT) to break through clutter, we had to get moms excited and attend the event.

Solution
Friso believes that experience is child’s best teacher; it’s about a child’s curiosity and the surprising discoveries that come with it. When the child shares these discoveries with her mom, the gleeful camaraderie that ensues is a priceless moment which will touch the heart of any mom. Media agency recommended to surprise moms while they are in their normal routine with an enactment of such a situation right when she least expects it.

Execution
Partnering with target relevant newspaper, NST, to introduce a first in Malaysia, the Talking Newspaper! A light activated device within our print ad, emitted a contagious laughter of a child, much to the surprise of the mom going about her normal news reading session. The child continues telling her mother about her discovery resulting in an addictive cheerful camaraderie between them. Readers are then invited to attend GUT event to create their own experiences!

Results
The buzz was unprecedented becoming the talk of town, reaching 84% of Target Moms. 12,298 mothers & children attended the GUT event. Brand shares increased by 32%, Friso’s purchase consideration increased by whopping 75% QoQ. Sales increased by 21%. The media ROI for integrated Press buy was an unprecedented 10.51x.

2013 | |

Alpo: From Underdog to Super-dawg

Advertiser: Nestle Products Sdn Bhd
Brand: Purina Alpo
Creative Agency: The China Press Berhad
Credits: Cindy Chua (Director, 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
This collaboration launched the 1st ever Pet Section in China Press. Testimonials about ALPO from readers and celebrity dog owners were obtained by China Press and featured in the pet section. These articles created the perception that ALPO was highly recommended over other brands. As ALPO set the themes and provided weekly content, articles were angled on dog issues that ALPO could clearly make a difference. This further elevated ALPO’s credibility in the category.

Results
By end of our 3 month campaign, ALPO’s volume share was 15% higher compared to a year ago. Consumer’s consideration level had increased by 6% compared to a year ago. This partnership entitled us to various resources such as editorial, creative and talents, amounting to 300% return on investment.

2013 | |

Lux Spreads Scentsation To 1 Million Malaysians in One Day!

Advertiser: Unilever Malaysia
Brand: Lux
Creative Agency: Harian Metro
Credits: Shankar Rajagopal (Director - Client Leadership), Cheng Lin Nah (Senior Manager, The Exchange), Anne Leow (Associate Director, The Exchange), Looi Yew Mun (Manager, The Exchange), Aileen Chew (Senior Executive, The Exchange), Sue Ho (Executive, The Exchange)

Challenge
By launching its new fragrance variant, Lux Bodywash knew it had a winner on hand to break through the beauty-product clutter. – But how can it get its audience of young Malay women to experience this winning fragrance, even before they visit the store? 

Solution
Insight

  • After a busy week, young women crave for quiet Sunday mornings, when they can relax, pamper themselves and catch up with the world around them.
  • She likes browsing through her newspaper on these leisurely Sunday mornings, before she gets into a relaxed bath in the tub.Idea
  • Bring to her the experience of the winning Lux fragrance through her favourite Sunday newspaper!

Execution
By using first-in-Malaysia printing-ink technology, Lux fragrance injected into the Sunday edition of Malaysia’s largest newspaper Harian Metro.

  • Before printing, the fragrant essence was mixed with the printing ink in an optimal concentration through multiple iterations and stress tests over 4 weeks.
  • Contextually-relevant editorial content on the front and inside pages, added to the engagement created through the fragrance.
  • Lux and Harian Metro online assets amplified this experience to many more!

Results
The Lux fragrance lasted upto 12 hours on the newspaper on that day. – Around 30% of Lux TA (1.1 million women) experienced the fragrance in ONE SINGLE day. – 430% total media ROI generated through the activation – absolute saving of 110,000 USD!

2013 | |

Capturing Chinese Hearts at CNY Through Sin Chew

Advertiser: PETRONAS Group
Brand: PETRONAS Corporate
Creative Agency: Zenith Malaysia
Credits: Lee Tse Yoon (Planning Director), Mandy Chan (Media Manager), Terisa Yip (Senior Buying Manager), Liew Pui Shin (Media Buyer)

Challenge
Chinese New Year (CNY) is a time of joy and family bonding. With its new tagline, “Reimagining Energy”, PETRONAS wanted to reach out and connect with the Chinese meaningfully, illustrating the brand’s values and sincerity. How could it sincerely bring alive brand values of talent development and knowledge transfer? 

Solution
Our insights : 1. Malaysian Chinese are very close-knit through Chinese schools and Chinese press. Chinese community donates millions annually to keep Chinese schools alive as standard-bearers of culture. 2. We discovered that Chinese are into photography: camera sales are growing 50% annually, and over 1 million visit photo sites every month. We combined these insights to devise a unique, first of its kind photography contest, to capture the Chi and build brand affiniChi. 

Execution
Identifying Sin Chew, leading Chinese newspaper, we devised a partnership beyond static ads. 1. Entered 7 prominent Chinese schools, 3 colleges to conduct photography workshops (a) Chong Hwa, Hin Hua, Confucian, SMJK Katholik etc. 2. Six editorials spanning 1.5 months, amplifying credibility: (a) on PETRONAS’ Facebook contest (b) on photography (c) interview with students and principals (d) featured good submissions (e) finale piece : winners interviews. 3. Full-time reporter followed our campaign throughout. 

Results
Brand affinity grew – 52% sees PETRONAS as “Caring, Passionate, Innovative & Bold” –Reached 1.3mil Sin Chew readers –3,150 photographs entered in 3 weeks –40,586 new Facebook fans –750 Chinese students trained –Earned media: RM1.1mil across 16 newspapers, TV, 50 bloggers –ROI of 4.61 Clearly, PETRONAS CNY campaign “clicked!”