2013




2013 | |

MAGGI BRINGS BACK THE TASTE OF HOME

Advertiser: Nestle Products Sdn Bhd
Brand: MAGGI
Creative Agency: Publicis, Play Pictures, Sense Productions
Credits: Keith Leong (Executive), Lim Suk Yee (Manager), Vicky Sim (Executive), Christine Poe (Manager), Cindy Chia (Director, Client Leadership)

Challenge
As Malaysia’s pioneer instant noodle brand, MAGGI was fast becoming “old-fashioned” in light of new exotic flavours from competitors. But it’s financially unfeasible for MAGGI to produce new flavours for every competitor’s flavour. How can we use creative marketing to make MAGGI’s classic flavours fresh in the minds of consumers?

Solution
Malaysia’s diverse cuisine often sees consumers seeking their “hometown” comfort food to satisfy their cravings. Capitalizing on this insight, we set out to showcase MAGGI’s versatility, and how consumers can adapt MAGGI’s classic flavours into multiple dishes with the “taste of home”. To bring out nostalgic authenticity that embraces all ethnicities and dialects, we collaborated with food specialists to produce 10 recipes that traversed all Malaysian tastes – from north to south, east to peninsular.

Execution
Inspired by food travelogue, we partnered top TV stations to produce 2- minute MAGGI hometown recipe “food-o-logue” series. Beyond the normal recipe tutorial, we featured the stations’ celebrity hosts searching for the hometown taste and highlighted each hometown cuisine’s history. The series anchored on a fixed daily time slot preceding a TV series with the best viewership for our target. Viewers were encouraged to visit MAGGI’s Facebook for more recipes.

Results
MAGGI’s hometown “food-o-logue” was a success, reaching 75% Malaysians. Over 50% believed that MAGGI could be part of Malaysians’ favourite dishes. Our classic flavours were refreshed in consumer’s minds, leading to 13% higher likelihood to purchase (Source: Kantar). Within 3 months, the series garnered over 1.6 million views online.

2013 | |

F&N Redefines TV into a Participative Gaming Hub

Advertiser: F&N Interflavine Pte Ltd
Brand: F&N 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 Interflavina 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
CSDs are struggling to stay relevant. In its 129th year, F&N is perceived as old whilst typical ‘fun’ imagery shown on TVCs are becoming irrelevant to youth. Besieged with media choices, TV viewing remained popular, but we knew they were skipping ads. F&N had to make TVC viewing exciting again!

Solution
Youth are married to their mobile devices. It is their personal source of happiness always there, never arguing, only entertaining. Whilst watching TV they could be checking friends’ updates on Facebook, chatting or even trying to beat their friends’ scores on Candy Crush. Milking this relationship, media agency recommended to bring augmented, gaming fun to TV, where F&N TVC 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 TV images. The F&N TVC urged them to point their mobile at the TV, resulting in an explosion of bubbles on their screen and they had fun blasting the bubbles away. Immediately sharing their scores and challenging friends on Facebook. TVC viewing had become a participative and fun filled social gaming experience.

Results
In 6 weeks, TV campaign reached 68% youth. Bubble Blaster was played 101,435 times, gaining additional 80,399 Facebook fans (+126%). TVC was viewed 5.78m times. It amassed RM3.25m in Earned media value. Spontaneous Brand Awareness grew 14.29%, Brand Likability grew 5.9% whilst Sales increased 33% post campaign.

2013 | |

The ‘Green’ Mighty Disrupted by Dutch Lady

Advertiser: Dutch Lady Milk Industries
Brand: Dutch Lady Chocolate Drink
Creative Agency: AMS Dorland
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) / AMS Dorland — Aditya Kilpady (Strategic Planning Director) / Rogue PR — Jaclyn Lo (PR Director)

Challenge
In a category where the norm was Tea, Coffee or Milo!, Dutch Lady launched their first chocolate drink. Big Daddy Milo was all pervasive and part of the pop culture. DL had to do the unthinkable, invade Milo’s stronghold, gain traction and actually chew into their market share.

Solution
To make consumers think beyond “Milo equals Chocolate drink”, Media agency recommended to challenge people’s notions of what is norm and shake them out of their sleep walk. We decided to do the unthinkable in media, to disrupt people while they go about watching their same old normal programs on TV, all with a dose of irreverence and cheekiness to achieve the largest ever media disruption on TV in Malaysia.

Execution
Across 7 top TV programs, cutting through different genres, channels like TV3, 8TV, NTV7 and TV9, targeting different audience segments, popular & cheeky celebrities Nabil & Shira invaded the regular and live programs, surprising the hosts and took over the shows. All the while sipping new Dutch Lady Chocolate Drink and raving about it! The effect was one of initial shock turning into a big smile when everyone realised what was going on.

Results
548 minutes of live TV programming were disrupted across top talk shows. The hijack reached more than 3.81 Million Mass Moms, generating massive buzz & talkability about the hijack. In just 4 months, we grabbed 1.8% market shares and demand had soared resulting in product being out of stock!

2013 | |

Voice of Asia: At The Heart of Children’s Hopes

Advertiser: Axiata Group
Brand: Axiata Voices of Asia
Creative Agency: M&C Saatchi
Credits: Zenith Malaysia — Chan Yuet Wah (Group Planning Director), Juliana Chua (General Manager – Activation), Yazmin Lim Abdullah (Associate Planning Director), Zoe Moraes (Senior Activation Manager), Melissa Yeoh (Media Planner)

Challenge
Axiata, a holding company, owns equity in telco operators across 10 Asia countries seeks to advance Asia through connectivity, technology and talent development. Research showed that there is a lack of understanding on Axiata’s essence. How do we create real consumer connection to strengthen the brand corporate citizenship? 

Solution
We wanted something where the effort would long be appreciated after the project ended – Advancing held-back communities through means of connectivity by providing an avenue for soft skills development. We targeted children because they represent hope and potential; their innocence untainted by the lack of progress surrounding them. We invested in an initiative anchored around empowering children to equip themselves with knowledge and skills so they can understand and appreciate the importance of self-advancement. 

Execution
For a compelling reach across Asia, we partnered with AXN to develop a never been done before real-time programme, ‘Voices of Asia’. We went into homes and lives of 350 children from the countries around Axiata footprint. We documented raw and compelling stories of these children; “Voices of Asia” allows children to be heard, sharing their hopes and dreams for the communities they live in, how and what they believe would make a difference.

Results
Eyeballs reached: nearly 24 million households across Asia (TV and digital). –Over 16,000 views on Youtube and still growing. –Well-received by their audiences & stakeholders –3-fold Resource Centre was built for orphans in SOS Children’s Village, Cibubur, Indonesia –Client is considering a Season 2 for their next fiscal year.

2013 | |

Air Asia Destinasi Cinta

Advertiser: AirAsia Berhad
Brand: AirAsia
Creative Agency: Carat Media Services
Credits: Carat — 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
We strategically collaborated with Astro BM channels to hit a quality Malay segment. This was a win win situation as both parties wanted to increase Malay penetration within their markets. For greater success, celebrity couples were deployed as Malays have high a affinity with them. The celebrities were strategically used as travel guides who encouraged viewers to visit the relevant destinations. Best Infotainment formula: Celebrities to drive destinations and viewership! 

Execution
Sponsorship of Astro’s Destinasi Cinta was perfect to encourage couples to travel with AirAsia. 12 episodes featured top celebrity couples on holidays. Because these couples don’t have the luxury of spending time together, this campaign offered them the chance to do exactly that! AirAsia branding and values were strategically placed for increased affinity. Multiple promos and “behind the scene” shots were deployed within Astro channels and digital spaces(ie. Youtube) to increase interest and viewership. 

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 programs on Astro!