2013




2013 | |

Bringing back the joy to KFC’s Point of Serve

Advertiser: QSR Brands (M) Holdings Sdn Bhd
Brand: KFC Malaysia
Creative Agency: BBDO (M) Sdn Bhd
Credits: Universal McCann — Rina Low (Business Director), Velda Kon (Associate Director), Lavend Ng (Senior Media Planner), Way Chooi Yee (Media Planner), Alina Tan (Media Buyer), Derek Tan (Executive Director), Yvonne Lau (Communication Strategist Manager), Angelyn Soh (Social Media Specialist) / QSR Brands (M) Holdings Sdn Bhd — Kelvin Hong (General Manager), Connie Liau (Senior Marketing Manager), Erica Tan (Marketing Executive), Sharel Samat (Marketing Executive) / Astro Radio Sdn Bhd — Sukhbir Sidhu (Associate Radio Sales)


Challenge
It was a gloomy start for KFC. The infamous I-City incident caught the country by storm when one server assaulted a customer. The debacle spread like wildfire. Overnight, KFC was infested with severe negative sentiment and became Malaysia’s hotly debated topic of the year. KFC’s POS needed a refresh!

Solution
To reinstate the confidence in KFC we needed to re-connect with consumers and change current perception of KFC servers. We knew that POSMs like posters/standees will not cut ice, but something drastically innovative at the KFC- POS counters was necessary to bring the love back. Media agency recommended to turn point-of-sale into point-of-endorsement, by deploying people’s favourite radio DJs as the new KFC Frontliners serving and interacting with customers and families for the first time ever.

Execution
Every 5 weeks we worked with Malaysia’s 10 most sought after DJs from top 3 stations, who worked tirelessly with KFC servers across major KFC outlets nationwide. On air, they assumed the role of a DJ and broadcasted live, the chronicles of well-rounded frontliner, juggling speed and importance of rendering good service. Seeing them at the counter and then hearing them on radio talk about being a server changed the face of a KFC server!

Results
KFC turned crisis into opportunity. Sales +19.8%, transaction +15.4% and 0 cannibalization, pushing visit share increased by 2x in Q2 2012. ‘Staff are friendly’ improvement of 71.4% vs our closest competitor. The place attribute around ‘Warm and welcoming’ improved by 100% vs our closest competitor.

2013 | |

Dutch Lady’s Happy Hour at Point of Surprise

Advertiser: Dutch Lady Milk Industries
Brand: Dutch Lady Pasteurised Milk
Creative Agency: Universal McCann
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), Lim Nian Shan (Assistant Buying Manager), Chow Lee Kheng (Senior Buyer & Implementation) / 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)


Challenge
Malaysians consume an average of 1.4 glasses of milk weekly, with low consumption levels, and increasing competition from the likes of cultured milk, yogurt, soft drinks and fruit juice. With the general perception of milk being boring the challenge was in getting into shoppers’ cart in any way possible.

Solution
Media agency recommended shifting the battle out of cluttered dairy aisle, to the ‘waiting zone’ at Hypermarkets. With an average 12 minutes waiting time on weekends, at checkout counters, where they are checking off the checklist in their minds. ‘Happy Hours’ trigger positive associations towards special bargains. Media agency recommended launching ‘Dutch Lady Milk Happy Hours’ where shoppers are entertained and tempted to buy milk at a bargain right before checking out.

Execution
Partnering with Mydin during shopping hours every weekend, we conducted ‘Happy Hours’ near the checkout counter. First a giant sandwich man surprised waiting shoppers, followed by a man with loudspeaker announcing the ‘Happy Hour’ in his funny pitch, finally a man carrying an icebox containing DL pasteurised milk, came to close the deal. Shoppers who bought DL products during the Happy hour won prizes, either in form of DL premiums or Mydin vouchers.

Results
With a miniscule paid media, Dutch Lady Happy Hour successfully converted ‘wait zone’ to ‘fun zone’ for more than 1.065 Million shoppers. In a short span of a month, brand shares rose by an impressive 0.94 points! 1 month sales value increased by a whopping 7.7%.

2013 | |

Mr Van Laack Hits on The Patron Of BSC

Advertiser: Jubilant Models Sdn Bhd
Brand: Van Laack
Creative Agency: Zed Digital
Credits: Zenith Malaysia — Yanti Nading (Senior Director, Content), Michelle Lye (Senior Designer), Michelle Chong (Copywriter), Ivan Low (Project Manager), Fatin Shakira (Social Media Manager), Syikin Radzak (Senior Digital Executive), Sandeep Mark Joseph (Head Of Digital)


Challenge
Van Laack is a Luxury German brand offering fine quality shirts. Its flagship store is located at BSC (Bangsar Shopping Centre). BSC is full of affluent patrons who are scattered throughout the mall. With a low budget, how can Van Laack capture their attention and funnel them to the store?

Solution
BSC is a sought-after location for many luxury brands wanting to reach its affluent patrons. BSC’s advertising space is limited to the typical: bunting, standee, TV screens and exhibition space. Typical advertising is becoming blind spot. We needed to stand out of the clutter. Our solution: 3-in-one POS activation that followed the consumers’ journey and captured their attention at various points: 1) Valet Service, 2) within the mall and leading them to 3) the store.

Execution
At valet service: Invitations and vouchers handed to drivers of German cars. –Within BSC: Three models in van Laack S, M, L shirt walked around BSC chatting patrons up, giving goodies and vouchers inviting them to the store. –Within van Laack’s window display: we ran a Live Mannequin Show showcasing the versatility of Van Laack’s clothing. Two still mannequins were replaced with two models who acted out 3 typical scenarios of two active city-folks.

Results
The store’s footfalls increased by 200% – Campaign generated RM59,682 worth of earned media from unsolicited blog postings and social sharing – Media ROI of 14.70 – The usually-passive BSC crowd watched and took photos. Van Laack received more attention than ever!

2013 | |

F&N’s ‘Game’ Changing Point of Sale

Advertiser: F&N Interflavine Pte. Ltd.
Brand: F&F 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 Manager - CSD, 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 Account Manager

Challenge
Research indicates that 85% of youth are physically present during Household shopping trips. Yet only 23% shop for beverages themselves. Grocery shopping is boring, they are reluctant tag-alongs. Add to it the in-store communication only targeted housewives! F&N needed to get their core TG’s attention in supermarkets, to prevent dropouts. 

Solution
Malaysian youth are married to their mobile devices – always there, never arguing, only entertaining. It is their personal source of happiness and fun. We see them glued to their mobiles even at supermarket aisles! Milking this relationship, media agency recommended to bring augmented, gaming fun to them while at Supermarkets, integrating SOcial, LOcal and Mobile (SoLoMo), where F&N POSMs triggered an explosion of addictive, fun bubbles across their mobile devices to be blasted away. 

Execution
As a first ever in Malaysia, media agency created the F&N Bubble- Blaster mobile app which uses image recognition technology to interact with F&N POSMs. All POS touchpoints in Supermarkets and even Mamaks urged them to point their mobiles at them to release an explosion of bubbles on their screens. They had fun blasting the bubbles away, sharing their scores and challenging their friends on Facebook. Grocery shopping had now become an interactive fun-filled gaming experience. 

Results
In 6 weeks, campaign reached 2.23m youth in Supermarkets and Mamaks. F&N Bubble-Blaster was played 101,435 times, gaining additional 80,399 Facebook fans (126% increase). Bubble-Blaster generated 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 | |

NESCAFE Dolce Gusto Now in 4D, Available-In-Store

Advertiser: NESTLE Products Sdn Bhd
Brand: NESCAFE Dolce Gusto
Creative Agency: Publicis Communications Malaysia
Credits: Mindshare — Cindy Chia (Director, Client Leadership), Gilbert Vicente (Associate Director), Christine Poe (Manager), Soo Wai Ching (Senior Executive), Sheryn Fong (Executive), NESTLE Products Sdn Bhd — Christophe Wyss (Senior Brand Manager)

Challenge
It has been a year since NESCAFE Dolce Gusto (NDG) launched. The novelty of “coffee in capsules” has worn off. Initial purchasers of our coffee machines are not buying our refill capsules as often as anticipated. How do we remain top-of-mind and trigger consumers to replenish their capsules regularly? 

Solution
Our affluent target audience shop in high-end supermarkets and purchase premium coffee products. They’re not price sensitive yet, they don’t purchase our coffee capsules often because they don’t drink it daily. Since they’re in no hurry to replenish, they eventually forget about our capsules. Thus, our strategy was to own the coffee category by reminding and engulfing shoppers in an unforgettable 4D in-store experience that triggers them to put our capsules into their shopping basket. 

Execution
We launched a unique 4D experience across 70 premium supermarkets: DIMENSION #1 & #2: SIGHT & SOUND –Placed stand-alone booths and Barista looking promoters outside premium supermarkets to intercept shoppers. –Unique shelf displays that makes capsules very prominent. –In-store LED screens to extend the reach of TVCs. DIMENSION #3: SMELL –Each NDG machine brews a different flavour for a variety of coffee aromas. DIMENSION #4: TASTE –Shoppers can choose, sample and savour any flavour. 

Results
We achieved a 40% increase in sales per month through the in-store 4D experience. In addition to triggering current users to purchase their coffee capsule, we also intrigued new customers with the experience, causing online searches to increase 10 folds during that period.