2013




2013 | |

EH, WHERE TO EAT? WHAT TO EAT, AH?

Advertiser: Wrigley
Brand: Extra Professional Sugar Free Gum
Creative Agency: AMP
Credits: Nasser Mokhtar (Media Manager), Euny Liew (Media Planner), Stephanie Foong (Planning Director)

Challenge
Many Malaysians don’t have habit of gum chewing – they rather rinse their mouth or brush their teeth. Our challenge was to establish EXTRA Professional awareness and establish the benefit of chewing gum for a cleaner mouth after meals.

Solution
Without fail, each day during meal time, many Malaysians ask this infamous question, “eh, where to eat, ah?” Common answer, “anywhere-lah”. And usually they will just pass the ball to the driver who needs to decide where to eat. We also know that Malaysians love to recommend good places to eat voluntarily. This brought alive our radio campaign, “Where to eat?” where listeners were invited to share best where-to-eat recommendations on air and online.

Execution
Everyday for 8 weeks, across 3 main radio stations, Malaysians will be prompted to call up radio stations to share the best places to eat. These call-ins strategically took place when hungry people are driving out for lunches or dinners! This will follow up with chewing gum message. Online banners also directed audience to make a suggestion on where-to-eat on an online portal. Each suggestion warrants a chance to MYR100 and prizes daily.

Results
13,000,000+ Malaysians now have over 1000 ‘new’ places to go for their next meal. More importantly they know that they need to chew EXTRA after each meal – Brand awareness increased from 88 to 95% – Brand usage doubled from 13 to 27% – Sales increased by 20% (same period).

2013 | |

DiGilympics: Tweet #saveean #savejj

Advertiser: DiGi Telecommunications
Brand: DiGi Internet
Creative Agency: Naga DDB Sdn Bhd
Credits: Starcom Worldwide (A division of Vivaki Malaysia) — Carmen Wong (Client Service Director), Tan Chieu Mei (Media Planner) / Naga DDB — Daniel Wong (Account Director), Haruka Teh (Account Executive)

Challenge
DiGi wanted to leverage the Olympics coverage on TV but its competitor was already the main sponsor. Moreover, viewership surges during the event and Brands would flood viewers with ads to battle out for their limited attention, thus further squeezing DiGi’s share of voice to the bottom of pile.

Solution
Both radio DJs JJ and Ean have huge followers. The two of them are massive sports fans. One is a crazy football fanatic, the other is a basketball jock. What better way to get attention is to get both of them to hosts DiGi’s very own Olympics – “The DiGiLympics” on radio. It’s basically Olympics with a twist. We partnered with Hitz.FM to get popular Radio DJs JJ and Ean to pit against each other.

Execution
A teaser was tweeted by Hitz.fm that JJ and Ean were getting ‘suspended’. Then we brought radio outdoor where DiGiLympics was aired ‘live’ on site. Both DJs were caged and literally suspended “on air”- 20 feet above ground. They had to rally their radio listeners to get them down. Listeners had #saveJJ or #saveEan on social media; the more tweets and Facebook comments, the faster either JJ or Ean will be lowered to the ground.

Results
The campaign cut through the media clutter and created massive buzz: – 500,000 views on the Facebook posts by JJ and Ean – 5,000 new “likes” on Facebook – 600+ people participated to save JJ and Ean – 1,000 people attended the event.

2013 | |

Ole’ Senor… Boleh?

Advertiser: QSR Brands (M) Holdings Sdn Bhd
Brand: KFC Malaysia
Creative Agency: Marvelous (IPG Mediabrands Sdn Bhd)
Credits: Universal McCann ­— Rina Low (Business Director), Lavend Ng (Senior Media Planner), Way Chooi Yee (Media Planner), Alina Tan (Media Buyer), Abhishek Bhattacharjee (Associate Director, Emerging Platforms), Adam Yeoh (Digital Ethnographer), Angelyn Soh (Social Media Specialist) QSR Brands (M) Holdings Sdn Bhd — Kelvin Hong (General Manager), Shariza Hazni Jamaluddin (Assistant Manager), Liew Chee Seng (Marketing Executive), Arif Eddy (Marketing Executive), Reem Shakira binti Aziz (Digital Marketing Executive) / Astro Radio Sdn Bhd — Sukhbir Sidhu (Associate Radio Sales)

Challenge
KFC launched a new sauce – Chipotle, a hot chilli sauce that is well loved in Mexico. However Malaysians are not savvy when it comes to Mexico. They have low familiarity and affinity with Mexican culture and food, we had to get them excited about Mexico and of course Chipotle!

Solution
We realized there were a few stereotypes about Mexico which are relatively known, the Sombrero, the moustache, the poncho and of course the accent. We decided to surprise everyone by bringing Mexico to Malaysia by using the familiar elements and making it fun! For this to work we needed some really familar and famous names to kick off our campaign and be the glue, we found them in the pop culture icons JJ & Ean.

Execution
We created 2 make believe Mexican radio DJs, Hector and Jose(a.k.a JJ & Ean) who rambled about everything Mexico, reporting football matches in exaggerated accents, and of course about the new irresistible KFC Chipotle Pokkits. They were on air with lots of conversations & camraderie. Audience was pleasantly surprised by Hector and Jose’s real identity when the duo was launched in the KFC Chipotle social game looking Mexicans to the core! Both became overnight sensation!

Results
We reached out to 1,369,000 people in Malaysia. Scores for brand attributes ‘Easy to eat on the go’ increased by 5.2% and ‘In snack & drink before meal’ improved to be on par with our closest competitor. Brand health for KFC within snacks improved by 220% and over taken McDonald’s.

2013 | |

Creating The Sound of Science

Advertiser: PETRONAS Group
Brand: Petrosains
Creative Agency: Zenith Malaysia
Credits: Chan Yuet Wah (Group Planning Director), Ti Eng Lee (Andrew) (Media Manager), Liew Pui Shin (Media Buyer)

Challenge
PETRONAS-owned PETROSAINS is a science discovery centre focused on interactive learning. During school holidays, we wanted to continue science education, creating reminders to visit PETROSAINS. Science is seen as a difficult memorization of scientific facts. However, Petrosains makes science fun and enjoyable. Could we demonstrate this proposition? 

Solution
Science education can be viewed by students as boring and difficult. We had to build awareness, and show that science is fun and easy to grasp. We decided to create “science moments of fun” that our listeners could get excited by. Hence, we partnered with REDFM, which had reached amongst urban families & adults. We created “School of Science” with REDFM’s popular announcers Azura & Terry. “School of Science” segments conveyed fun via “live” experiments.

Execution
“School of Science” was executed with investment of RM52,000 across multiple, re-enforcing levels o Radio airtime capsules by Azura & Terry: talked about fun facts of science and their experiments o Fun of science: was brought LIVE to listeners, by announcers conducting science experiments in the studio. o Experiments as videos: captured as videos and uploaded to RED FM’s website and Youtube. o Contest: Q&As relating to experiments furthered audience engagement.

Results
Reached a listenership of 225,000 audiences – Petrosains FB fans increase of 26%. – Increase footfalls of 8% in Dec 2012 vs Dec 2011. – Increase in searches for Petrosains by 52% in Dec resulting in website traffic increase by 10%. The sound of science was a hit!

2013 | |

A Truly Beautiful Hour with Panasonic

Advertiser: Panasonic Malaysia Sdn Bhd
Brand: Panasonic Beauty
Creative Agency: Naga DDB Sdn Bhd
Credits: Vizeum Media Services — How Yuan Yi (Client Services Director), Mandy Liew (Assistant Media Manager), Kwan Wei Mun ( Senior Media Buyer), Sim Beng Geok (Head of Client Services) / Panasonic Malaysia Sdn Bhd — Allan Wong (GM of Planning Department), Sasaki Hidekazu (Marketing Director), Jonathan Ang (GM of Home Appliances & Beauty), Steven Yap (Marketing Manager of Home Appliances & Beauty), Stella Lim (Marketing Executive of Home Appliances & Beauty)

Challenge
Panasonic is a traditional electronics giant but now aims to develop a new market segment; Female range of beauty products. How can we support the brand expression Beauty of Empowerment, to make it meaningful and relatable to modern working Females and not merely another Female marketing campaign?

Solution
Having rolled out of bed in the morning, they see a zombie staring back at them. They know beauty is empowerment and the one hour in the morning, prepping and primping is crucial to give them the confidence to face the day. But it’s hard work! Women will desperately believe in quick miracle fixes. Combining these insights, Panasonic Beauty partnered with CapitalFM and went on a journey of discovery and learning based on shared experiences.

Execution
“A Truly Beautiful Hour with Panasonic” sponsorship consist of:-

  1. “Beauty Horror Experience” where personal beauty mishaps stories were shared by DJs, blogger and callers.
  2. “Beauty Exchange” –results from using Panasonic beauty products heard on CapitalFM and seen in videos uploaded to Youtube
  3. “Beauty Tips” –smart and quick fixes All seven Panasonic Beauty products were tested and reviewed by DJs and good-looking bloggers, loving the product functionality and gorgeous results it produced.

Results
Commissioned research showed:- Panasonic Beauty as a highly trusted brand. 88% enjoyed A Truly Beautiful Hour. Youtube product tutorial by the bloggers enjoyed more than 26,000 views. Callers kept coming in after the campaign was over, keen to share their experience. Sales exceeded projection by 2X.