2013




2013 | |

Now You can Loo-loo on the Streets

Advertiser: Coway (M) Sdn Bhd
Brand: Coway Bidet
Creative Agency: -
Credits: Aaron Low (Assistant Manager - Activation), Marcus SK (Activation Manager), Juliana Chua (General Manager - Activation), Lee Tse Yoon (Planning Director), Mandy Chan (Media Manager), Mahira Mohd Dahlan (Media Planner)

outofhomemedia-coway
Challenge
Coway sells products through a direct sales team and brand markets via ATL, roadshows and recommendations from Codys (Coway Lady sales advocates). However, Coway Bidets don’t sell due to our Malaysian toilet culture. So how can we generate trials for Coway Bidets where personal toilet hygiene is a taboo conversation?

Solution
We focused on 2 out-of-home touchpoints where cool and fun antics could be executed to engage, educate and enlist customers. The cinema allowed us to seize a moment of truth to get consumers to ‘take note’ and immediately try the bidet because everyone goes to the toilet before the movie. The brand/product could then expand their reach on the streets, in residential areas and in malls using mobile teams that caught people’s attention.

Execution
Coway Bidets were installed at cinema toilets. Before every movie, the ad “Don’t Forget to Loo Loo” was played and directly after, our “Human Adverts” seated in the cinema created a buzz by verbally commenting on how cool the product is. Outside, our Street Walkers carried Coway Bidets at unexpected locations like banks and the “mobile toilet showrooms” roamed the city displaying the Coway Bidet range with a call-to-action for trial registration.

Results
Campaign reach: 304,000 people 57 locations (malls & streets) 101 cinema halls in market centres Leads 104% above target Trials leaped 1545% in 1st month, continued 300% above normal Sales increase of 153% in first month, sustained 38% every month thereafter Coway brought the bidet out of the homes!

2013 | |

The Icon Is Back: Turning The Outdoors Into An Iconic Showcase

Advertiser: Volkswagen Group Malaysia Sdn Bhd
Brand: Volkswagen
Creative Agency:
Credits: MediaCompete — Liew Siew Eng (Business Director), Jasmin Hoy (Senior Communication Manager), Sean Sen (Communication Planner) / GroupM, ESP — Kesevan Balasingam (Head of ESP), Sham VanBoonstra (Project Director) / Kinetic Worldwide — Derek Low (Account Manager)

Challenge
Volkswagen needed to establish the Beetle’s appeal to a wider set of consumers, to both young and old, beyond just females to males. The challenge was to implement a campaign that re-ignites consumer’s interest, regenerate buzz and excitement for the resounding return of this true ICON. 

Solution
The two defining, cut through qualities people recognize in the Beetle are its iconic silhouette and ORIGINALITY: being a FIRST and one of a kind. The Approach: remind people of these aspirational qualities by highlighting the beetle silhouette through creative media executions never been done in Malaysia or the category, in touch points that directly reach our often busy and on the move consumers. The channel of choice: OOH media for our constant travelers. 

Execution
LED lights outlining the “silhouette” at night from all angles on NKVE three sided unipoles in Sungai Buloh, Subang Jaya, Damansara Toll Interchange. A hoarding board in the busy Golden Triangle intersection turned 954 foot gallery showcasing the Beetle’s historical evolution, supported by building and sky logo projections leading to KLCC launch venue, and a die cut “silhouette” projection onto the majestic PJX building, that story tells the Beetle’s rich heritage at night. 

Results
Overwhelming Beetle bookings at launch day alone led to a six month customer waiting list period. Online Search quadrupled to 100 index points vs. 24 before launch. Approximately 12,000 attended the launch event, driven by daily traffic count from NKVE (125,000), KL hoarding (70,000) and PJX (850,000).

2013 | |

Storytelling Through Billboard

Advertiser: Nestle Products Sdn Bhd
Brand: NESCAFE
Creative Agency: Publicis
Credits: Mindshare Malaysia — Cindy Chia (Director, Client Leadership), Gilbert Vicente (Associate Director), Choo Hooi Jinn (Executive), Christine Poe (Manager), Chun Kok Fei (Senior Executive), Alloy Advertising Sdn Bhd, NESTLE Products Sdn Bhd


Challenge
“Let’s Nescafe and See What Develops” was Nescafe’s 2012 campaign theme that illustrated the possibilities of drinking Nescafe. The challenge was to bring a dynamic theme to life on a static billboard along one of the country’s busiest highways, and to get Malaysians excited about the billboard.

Solution
The billboard, a blank canvas that “developed over time”, revealed new imagery every week and in the mornings when our target audience – motorists stuck in rush-hour traffic –would be driving to work. As our target audience would be tuned in to their radios, we engaged radio DJs to make live announcements while the billboard visuals were changing, to catch our audience’s attention and encourage them to go viral about the activity, hence amplifying it.

Execution
Development to the billboard visual was done every Monday morning during rush hour, with collaborations with the local council that directed traffic during the change. This created curiosity and buzz in addition to live updates by DJs from two top radio stations, Hot FM and Hitz FM, on air and on Facebook. Radio cruisers also went on location to broadcast updates. Listeners were invited to watch the developments and discuss them on Facebook.

Results
Our billboard became the talk of the town! Buzz and talkability was evidenced by the active sharing, liking and commenting on the DJs’ Facebook pages: in four weeks the billboard posts generated 243% more likes, 641% more comments, and 445% more shares. Brand saliency increased by 7% (source: Millward Brown).

2013 | |

MILO Creates Cool Twist to Football

Advertiser: Nestle Products Sdn Bhd
Brand: MILO
Creative Agency: Ogilvy
Credits: Mindshare Malaysia — Cindy Chia (Director, Client Leadership), Gilbert Vicente (Associate Director), Christine (Manager), Chun Kok Fei (Senior Executive), Soo Wai Ching (Senior Executive), Sheryn Fong (Executive), NESTLE Products Sdn Bhd, 12Media

outofhome-milofootball

Challenge
Every Malaysian kid loves MILO. Yet, when they grow up into teenagers, they consume less MILO or stop drinking it because they perceive MILO as their mum’s brand, making it “uncool”. MILO’s challenge is to win over teens whilst staying true to the brand proposition of “Sports teaches positive values”.

Solution
Teenagers like pushing boundaries and putting their own twist on familiar things. Merging this insight with MILO’s sports proposition, we leveraged Malaysia’s biggest sport (football) and put a twist to it by developing engaging, interactive OOHs where teens can design their own unique football goalposts. These distinctive OOHs were strategically placed in universities nationwide. Teenagers could share their creation online and get the chance to see their creation come to life in football fields.

Execution
To instigate teens’ creativity, we designed life-size panels with a stretchable band across the goalpost that students can twist into any shape, take a photo, and then share with friends. We placed these panels in visible, high traffic campus areas (cafeterias and student hangouts) to maximize interaction. The panel’s QR code led teens online to create more virtual goalposts, win prizes and see their “creations” brought to life through MILO “Twisted Football” Facebook app.

Results
Past week consumption amongst teenagers increased 61% (source: Millward Brown). Consumer advocacy increased with 180,000 new Facebook fans (74% higher than pre-campaign) and 12,316 unique football goalposts were created (number of entries were 95% above NESTLE’s average) during campaign period.

2013 | |

Puma Social Playbus

Advertiser: PUMA Malaysia
Brand: PUMA Social AW12
Creative Agency:
Credits: Lee Tse Yoon (Planning Director), Mandy Chan (Media Manager), Iylia Abdul Rahman (Out of Home Media Manager), Liew Soo Mee (Media Buyer), Mahira Mohd Dahlan (Media Planner)

Challenge
Puma is the no. 3 brand after Nike and Adidas, and wants to catch up. It also needed to boost engagement rate with its target audience, the “Trendsters” (first to adopt new fashion trends) to create brand advocates. This would enable it to compete despite lower ad budgets. 

Solution
There is playfulness in each of us buried deep inside, regardless of age. Puma intends to unleash this through “Puma Social Play”. We wanted to instill the “Play” attitude within college students and young professionals who should “Play” in the City while at Work, or Study, or at Leisure. But Trendsters are always on the go and hard to reach, we created a “Puma Social Playbus”, to bring concept to life. 

Execution
We transformed a mega-sized bus into Puma Playbus : –Top of bus is a stage, where Puma performances attracted Trendsters to take note of us –Interior was digital playroom/showroom, where a FB Social App was created, and new Puma Social attire range showcased –The exterior play area – a social networking zone, where consumers could hang out and PLAY. We chose venues where Trendsters are found: Urbanscapes, Publika, Social Club, Aruku The Walk, etc. 

Results
Playbus parked at 25 outdoor locations over 2 months –Total trendsters reached: 3.2mil people –PR coverage across newspapers, online sites, bloggers, celebrities worth RM675,822 –Media ROI 13.5x –Puma mined collected Trendsters’ data for future marketing – driving behavioural targeting. The Puma Social Playbus indeed brought people out to PLAY again!