2013




2013 | |

Team Malaysia – The First Crowdsourced Sports Channel

Advertiser: Telekom Malaysia
Brand: TM
Creative Agency: Rally (Part of IPG Mediabrands)
Credits: Neeraj Gulati (Executive Director–Social Media&Digital Inte), Azri Haidar (Social Media Specialist), Susan Lim (Media Manager), Abhishek Bhattacharjee (Associate Director Digital), Joshua Ong (Social Media Specialist), Horina Yusop (Associate Director), Aizat Mazni (Media Planner)

Challenge
“Owning sports” to connect with youth has been a part of all the major brands’ strategy. Every brand fights for the rights of limited sporting events, raising the sponsorship price to astronomical levels for a little logo space. TM wanted to own the sport without being just another ‘official sponsor’.

Solution
We realised that sports had two major components, the Sport itself and the FANS. Sports was only broadcasted on TV, but was lived amongst the fans, on teh tarik tables, office corners, living rooms,and everywhere they went. Sports was lived in a fan’s heart. Media Agency recommended to collaborate with fans to create a “Fan’s version of Olympics” thereby owning fans instead of the sport, and to establish TM’s philosphy: ‘Connections Make Anything Possible’.

Execution
We launched a unique Crowd sourced Social Sports Channel called “Team Malaysia”, it was a social media sports fan community. Team Malaysia recruited superfans on Facebook and Twitter, who collectively covered London Olympics. The coverage was realtime and participatory, and included everything from heartwarming stories of Olympians, to the joy of victory, and the pain of every loss. ‘Team Malaysia’ enabled Malaysians to witness Olympics from a unique Fans’ perspective.

Results
Malaysians united in their love of the sports, as Facebook community added 300k fans. The coverage was faster than any other news or sports channel. Average engagement rate of 21%, 110 times higher than average. Other brand shared our posts. Channel reached 6.12 million people, higher than any TV Channel.

2013 | |

Upin & Ipin co-host Raya with You

Advertiser: Telekom Malaysia
Brand: TM
Creative Agency: Marvelous (Part of IPG Mediabrands)
Credits: Neeraj Gulati (Executive Director – Social Media&Digital Inte), Joshua Ong (Social Media Specialist), Susan Lim (Media Manager), Horina Yusop (Associate Director)


Challenge
Every year millions are spent on festive greetings creating a sea of sameness. TM faced huge challenge of engaging the young alpha consumers, their interaction with media was “flirtatious” and cynicism for brand ads was high. We needed to create an interaction to make the festive ad worth its while.

Solution
We understood how greetings were exchanged amongst young alpha’s, and found two key insights:

  1. Facebook was pivotal to social interaction
  2. They wanted to be a part of the content. Media Agency recommended challenging the status quo, and designed a unique “Hyper Personalized” story where users were the hero. We needed icons who had mass appeal, and were rooted in pop culture to popularize the platform, we found our answer in Upin & Ipin.

Execution
A facebook story was developed with the use of Social Graph, and magic unfolded when users saw Upin and Ipin visting “their” house, and realizing that they have common friends with, whose pictures were displayed. They visited “user’s” kitchen and wished “their friends” Selamat Hari Raya. Each user saw a hyper personalised story with the “him” being the hero. Each interaction resulted in a unique hyper personalized branded video, with “user” as the hero.

Results
The customization struck a chord; people from 18 countries created & shared more than 43,649 unique personalised stories! It garnered 1.2 million organic impressions generating earned media 19 times the media investment. Brand Markov scores increased by 52 %. Huge volumes of sharing led to servers crashing within 3 days.

2013 | |

Real Women, Real “Potty Mouths” Increase Sales by 660%

Advertiser: Coway (M) Sdn Bhd
Brand: Coway Bidet
Creative Agency: -
Credits: James Wong Yoon Thean (Manager - Media Assets&Innovation), Lee Tse Yoon (Planning Director), Mahira Mohd Dahlan (Media Planner), Mandy Chan (Media Manager), Juliana Chua (General Manager - Activation), Zoë Moraes (Senior Activation Manager), Aaron Low (Assistant Manager - Activation), Adeline Lau (Senior Activation Executive), Marcus SK (Activation Manager), Michelle Chong Ai Ni (Copywriter), Michelle Lye Pooi Kuan (Senior Designer), Low Kah Kin (Project Manager)


Challenge
Coway Bidet wanted to create a new toilet culture, but acceptance is an issue when consumers only use hands or toilet paper. Conventional advertising targeting women who are decision makers in bathroom matters had previously struggled. Could social media help sell a product that’s too taboo to mention?

Solution
Women are great online shoppers because of their proficiency in comparative shopping and researching for information and deals. One of their key sources of purchase information is their friend’s recommendation and conversation which are often relayed on Facebook. To infiltrate social conversations without being hard sell, we built a content disseminating Facebook platform for women, Real Women Real Voices (RWRV), where women have exclusive access to try products by bartering their online conversations.

Execution
Recruitment: 100 women were selected from 500 applicants based on their social influence score. They were recruited via SAYS, a social broadcast platform. Curating Conversations: They are required to test and share their unique bidet experiences for 30 days on their own Facebook Timeline. RWRV prompted conversations around high interest bathroom topics, masking a sales pitch. Broadcast: RWRV then broadcasted them via SAYS, encouraging more to join the conversation to help trigger more purchases.

Results
RWRV flushed out the taboo surrounding the bidet: –1018 social write-ups generated, racking up a 16.2% Facebook engagement rate (above the 1% international benchmark), ultimately reaching 7,100,000. –15 times Earned Media Return On Investment. –These 100 potty mouths grew trial by 1545% year on year, a testament of social acceptance.

2013 | |

Heineken Made Social Fans Thristing for More

Advertiser: Guinness Anchor Marketing Sdn Bhd
Brand: Heineken
Creative Agency: Immerse Group Sdn Bhd
Credits: Eileen Chui (Manager, Digital), Edmund Wong (Head of Digital), Jamie Chen (Senior Executive, Digital), Stephanie Chin (Executive, Digital), Vincent Wong (Executive, Digital)

Challenge
Thirst has built a reputation of the best music festival. However, Heineken brand association was weak. Only half of the attendees were able to recall the brand. Weak association coupled with influx of competitors knocking on party music scene, gave Heineken brand a fading voice. 

Solution
Based on insights, the party community are very socially inclined. They use social media to satisfy their thirst for party information. So we designed a social whispering strategy where Heineken narrated all Thirst’s breaking news. 

Execution
Heineken partnered with opinion leaders & flooded the social scene with first-hand news. – FIRST to announce artists & event info. – FIRST to release official videos. – ONLY hub to enjoy music playlists. – ONLY hub to download festival guide. To access these exclusive information, consumers have to be a fan of Heineken. With a unified conversation blueprint, Heineken quickly became the spotlight for Thirst news & that implanted brand recall. 

Results
Heineken DOUBLED its brand awareness (unaided 1st mention)! 8 out of 10 attendees were able to recall Heineken. Heineken #Thirst2012 was the top trending tweet. The campaign generated more than 1.2 million conversations. At ZERO cost! Making it the most talked about Heineken event of the year!

2013 | |

100PLUS Brings the First Ever Social-Wedding to Malaysia

Advertiser: F&N Interflavine Pte. Ltd.
Brand: 100PLUS
Creative Agency: Publicis Communications Malaysia
Credits: Universal McCann — Chew Kagee (Senior Vice President), Chai Yen Yen (Business Director), Jacinth Lum Sin Yeh (Senior Media Planner), Chee Pei Ting (Media Planner), Cecilia Wong (Media Buyer) / Rally — Derek Tan (Executive Director), Yvonne Lau (Communication Strategist), Bryan Hoo (Senior Social Media Specialist) / F&N Interflavine Pte. Ltd. — Jenny Wong (Assistant General Manager - Marketing), Jennifer Lim (Brand Marketing Manager - Isotonic), Patricia Lee Saw Leng (Brand Manager - Isotonic), Michelle Teng Swee Naan (Assistant Brand Manager - Isotonic) / Publicis Communications Malaysia — Leon Tang (Group Account Director), Junz Tan (Senior Account Executive) / Media Twenty Four Seven Sdn. Bhd. — Dhinnesh Kumaran (Company Director)

Challenge
The Olympics resulted in a mad rush by brands to sign up local athletes, including Lee Chong Wei, resulting in a humongous clutter. He was 100 PLUS’s long time ambassador, we had to find a way to break the clutter while staying true to 100 PLUS’s “Out do Yourself” commitment. 

Solution
Celebrity athletes are presented in an aloof and unrelatable way, but 100 PLUS believed in celebrating their journey, spirit and personal stories making an “Out do Yourself” champion. With LCW’s upcoming wedding, we found the perfect match. Understanding that Malaysians love weddings, Media Agency recommended to bring Malaysians together in the biggest “sporting” event and we struck a social media first, the exclusivity to get Malaysia to walk down the aisle with LCW!

Execution
As the nation buzzed with wedding fever, 100 PLUS became the social wedding hub for LCW fans. Fans ‘out did themselves’ to participate in every step, from the Proposal, Wishes, Wedding dinner to the post wedding celebrations. 100 PLUS’s Twitter and Facebook handles were abuzz with exclusive contests, trivia, peeks and live video streaming of the journey throughout the nuptials as half a million Malaysians walked down the social aisle with Dato’ LCW. 

Results
Malaysia’s first social wedding saw fan growth rate increase by 617% and the campaign reached 3.41 million organically, via likes and shares. The posts were the most liked and shared in 100 PLUS’s history hence increasing fan engagement by 427%. “Brand for Me” scores increased by 6.3%.