2013




2013 | |

Maggi Cooked Up a Storm with 700% ROI

Advertiser: Nestle Products Sdn Bhd
Brand: MAGGI
Creative Agency: Publicis
Credits: Mindshare Malaysia — Mindy Chai (Senior Executive), Audrey Low (Associate Director), Esther Loke (Executive), Yvonne Tan (Senior Executive), Christine Poe (Manager), Cindy Chia (Director) / GroupM Malaysia — Allison Chin (Head of Trading)


Challenge
Maggi’s vision is to inspire Malaysian mothers to cook for their families everyday, but not many know of its wide range of cooking products. The challenge was to showcase Maggi’s entire range of products and cooking demos that go beyond the conventional 30-second TVC.

Solution
Major festivals such as Chinese New Year and Hari Raya are important but chaotic times for mothers, as they will spend a lot of time cooking; they are also most receptive to recipe ideas during these periods. Upon discovering that Astro was in the midst of shooting a CNY program featuring valuable tips on preparing for the celebration, we pitched an exclusive Maggi cooking segment for all nine episodes.

Execution
We own a 6-minute Maggi segment for all nine episodes to showcase the breadth of MAGGI cooking products through the seamless product integration. In return, we offered our MAGGI recipes and expertise. For maximum on-air exposure, we produced short cooking demonstration vignettes from the program and aired as promos in other channels. The negotiation resulted in RM1, 000,000 worth of product usage shots, RM1,000,000 value of MAGGI exclusive vignettes and RM450,000 of product promos.

Results
Total branding value of RM2.45mil and 700% ROI was achieved! Total Maggi Seasonings achieved an all- time high growth of 50% compared to past year and +13.3% increment compared to a month ago. Brand imagery was on top at 80% (40% ahead of our next competitor).

2013 | |

Samsung disrupted the Olympics’ Live TV Broadcasting

Advertiser: Samsung
Brand: Samsung GALAXY S3
Creative Agency: Leo Burnett Malaysia
Credits: Starcom Worldwide — Bhanu Singh (Associate Director), Alexander Wong (Associate Digital Manager), Alex Lee (Digital Planner) / Google Malaysia — Randi Chiah (Account Manager)


Challenge
The Olympics – the most watched event on television. With all of the buzz, it was getting very difficult for a brand to be heard. Samsung GALAXY S3 (S3) had to break through the advertising clutter surrounding an event held in a time zone eight hours behind Malaysia.

Solution
In a cluttered advertising world, consumers will gravitate toward brands that they have common experiences with; the Olympics is iconic and cuts across all Malaysians. More Malaysians are shifting TV viewing to other devices – be it computer or mobile. For the 2012 Olympics, YouTube offered viewers ‘live coverage’. This was the perfect platform for Samsung to OWN the Olympics exclusively i.e. 100% share of voice delivered to consumer screens anytime, anyplace, anywhere.

Execution
Samsung brought the biggest live streaming event Malaysians ever. Malaysians could watched the Olympics as it happened or at anytime at their desks or on their mobiles. Samsung’s TVC had 100% exclusivity. It appeared each time before the live stream events. Consumers shared their ‘live’ experiences across YouTube, Facebook and Twitter seamlessly to their friends. The sponsorship was discoverable with mastheads across YouTube home page, social sharing and daily news releases summarizing the live highlights.

Results
Samsung disrupted the Olympics’ Live TV Broadcasting. 50% Malaysians turned to the Internet. – >9,000,000 live stream views – >21,000,000 impressions on YouTube homepage – >780,000 views for the Badminton Final replay (#7 most watched Olympic video) – Cost effective at 5X less – >500,000 people showed interest in S3.

2013 | |

Serving Up a Delicious Media Meal

Advertiser: Malayan Banking Berhad
Brand: MAYBANK HIigh Net Worth
Creative Agency: LiTV
Credits: Jo Yau (Group Planning Director), Stacey Lee (Planning Director)


Challenge
Affluent population stands at 1.7mil in Malaysia, and is projected to grow rapidly. Maybank recognized the value of this group as future High Net Worth (HNW) customers. –As a new segment entrant, (foreign banks targeted affluent customers 5 years ago), Maybank needed to break clutter and capture attention.

Solution
Riding on two insights a) Malaysians love food and b) K-Pop culture being huge amongst the Gen Y affluent segment, Maybank seized the opportunity to sponsor a TV program hosted by Korean Celebrity Chef Edward Kwon (“Edventures in Asia”, telecast on LiTV). –Maybank created an experiential campaign using TV to drive acquisition and usage. Maybank’s customers stood to win an exclusive dining experience personally delivered by Edward Kwon.

Execution
First-ever partnership:Maybank, Star Group and LiTV. –Appetiser: Press conference – Chef Edward prepared an “EdVentures in Asia” 5-course meal for Maybankers, journalists. –Main course: 360 Mass media approach: Star (print, online), RFM Radio, Flavours Magazine, LiTV. –Meaty flavours: Print articles, ads, radio interviews & spots, TV promo, TVCs, online banners: promoted Maybank’s benefits. –Tableware Exclusive: Kwon’s signature kitchenware Trudy series, discounted for Maybankard holders –Dessert: 75 people won a “private dinner hosted by Edward”.

Results
With an investment of RM 1 million, the campaign delivered RM 758 million sales turnover, exceeding sales target by 133%. –Media ROI of 7.64x, captured more than RM 3 mil in earned media value. Edward Kwon and Maybank cooked up a delicious media meal, making business sense!

2013 | |

AirAsia Destinasi Cinta

Advertiser: AirAsia Berhad
Brand: AirAsia
Creative Agency:
Credits: Darren Yuen (General Manager), Michelle Wee (Planning Director), Sunetraling Ariapala (Planner)

Challenge
Expressing love and romance in the Malay community is considered somewhat taboo, so AirAsia wanted to encourage more married Malay couples to travel overseas to express their love to each other. We were tasked with encouraging them to go on their second honeymoon and re-ignite their passion. 

Solution
Insights tell us that Malays have romance in their hearts but are shy to express it. They also like following celebrity news. AirAsia breaks the taboo by showing them that Malay celebrities aren’t afraid to show their romance by sharing their expressions of love overseas. We strategized to use them as travel guides to encourage visits to relevant destinations. Infotainment is always the best solution for education and it’s even better when it’s on TV! 

Execution
Sponsorship of Astro’s Destinasi Cinta was perfect to encourage couples to travel with AirAsia. Ria coupled with celebrity power = The best formula to increase Malay penetration for AirAsia. 12 episodes featured top celebrity couples on holidays. The campaign offered opportunities to spend time together and expressing their love. While they promoted AirAsia destinations, they did romantic things together i.e. beach walks and candlelit dinners. AirAsia branding and values were strategically placed for increased affinity. 

Results
Sponsorship ROI garnered was 9.7X with PR value worth more than RM1 million. Promos and ‘behind the scenes’ videos in Youtube achieved almost 90,000 views! 20% spike in passenger loads in all featured destinations. Cumulative viewers reached 10.3 million, making this one of the more successful program in Astro.

2013 | |

Cloudy With A Chance of Kid’s Imagination

Advertiser: Dutch Lady Milk Industries
Brand: Dutch Lady School Milk
Creative Agency: Leo Burnett 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), 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), Quah Ye Vian (Brand Manager), Ho Phaik Li (Head Of Marketing Services), Tai Chip Hui (Media Manager) / Leo Burnett Malaysia — Tony Khoo (Group Account Director) / Star Publications (M) Bhd — Sara Chacko (Section Manager, Advertisement Sales)

Challenge
Dutch Lady’s ‘School’ milk variant was showing plateauing in adoption amongst Malaysian school kids. Schools were an important entry point for beverages, and helped in habit formation. With steep competition from Milo, we had to find a unique way to interact and connect with kids, and drive up brand love. 

Solution
A child’s imagination is unparalleled, they conjure shapes and designs in clouds, and invariably their wall is a canvas for their masterpieces. If we can become a part of their imagination then you are their lifelong friends, a partner they trust and embrace. To get ‘School’ milk there, media agency recommended to sponsor The Star media group event and bring alive the largest celebration of kids imagination in the country, an event par excellence. 

Execution
Across 4 weeks and 4 cities, this event attracted kids from schools across the country and we gave them minimalist outline templates with the School pack embedded and challenged kids to fill it up with colors of their imagination, no holds barred. They transformed empty canvases into awe inspiring masterpieces. They embraced Dutch Lady within the depths of their imagination with thousands of interpretations and perspectives, giving shades to the school milk pack beyond imagination. 

Results
With 330,000 readership and 640 schools, 160,000 students participated in the festival. A record 11,996 mothers and kids joined, Creating a staggering number of 5,998 mind blowing masterpieces!  P1W Consumption increased by 7% in the first 3 months of campaign, indicating a spike in brand love amongst school going kids.