2013




2013 | |

‘Viral’ Outbreak Containment by Operation S.O.A.P

Advertiser: QSR Brands (M) Holdings Sdn Bhd
Brand: KFC Malaysia
Creative Agency: Reprise Media
Credits: Reprise Media / Universal McCann — Ullas Sahadevan (Director, Performance Marketing), Wilson Chin (Solutions Architect, Performance Marketing), Mike Hutany (Performance Marketing Specialist) / Universal McCann (UM) — Rina Low (Business Director) / QSR Brands (M) Holdings Sdn Bhd — Kelvin Hong (General Manager), KFC Marketing

Challenge
KFC faced big backlash and negative publicity following an outlet incident where a KFC staff punched a customer. Negative references were flooding the ‘web o sphere’ and a quick fire strategy was needed to Contain and Neutralize this by highlighting positive actions KFC had taken to remedy this unfortunate situation.

Solution
Search became the first port of call to neutralize and contain this ‘viral outbreak’. We unleashed operation S.O.A.P >

  1. To deflect ‘Strangers’; people unaware of the incident to be influenced
  2. To convince ‘Onlookers’; who were eagerly following latest updates
  3. To convert the ‘Activists’ who thought KFC wasn’t doing enough and finally
  4. To stop the ‘Propagators’ from further spreading the negativity by posting and viraling it on social media, blogs, and websites.

Execution
Targeting and influencing 4 different audiences, our ‘key word’ and copy strategy made sure that our ads occupied top space on Search engines drowning the negative references about the incident when people searched for KFC brand terms or the incident. Our strategic search ad placements intercepted and neutralized negative searches upfront and redirected clicks to a page that contained KFC’s statement & apology, showcasing that KFC had officially addressed the incident prevented negativity from spreading.

Results
Operation S.O.A.P helped contain and propagate the positive steps KFC had taken as a brand to address the incident. 5.5 Million searches were neutralized. Sales and transactions in restaurants went up by 19.8% and 15.4% respectively. KFC brand equity was smartly reinstated, preventing the brand sentiment from spiraling down.

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 | |

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 | |

Now You can Loo-loo on the Streets

Advertiser: Coway (M) Sdn Bhd
Brand: Coway Bidet
Creative Agency: -
Credits: Aaron Low (Assistant Manager - Activation), Marcus SK (Activation Manager), Juliana Chua (General Manager - Activation), Lee Tse Yoon (Planning Director), Mandy Chan (Media Manager), Mahira Mohd Dahlan (Media Planner)

outofhomemedia-coway
Challenge
Coway sells products through a direct sales team and brand markets via ATL, roadshows and recommendations from Codys (Coway Lady sales advocates). However, Coway Bidets don’t sell due to our Malaysian toilet culture. So how can we generate trials for Coway Bidets where personal toilet hygiene is a taboo conversation?

Solution
We focused on 2 out-of-home touchpoints where cool and fun antics could be executed to engage, educate and enlist customers. The cinema allowed us to seize a moment of truth to get consumers to ‘take note’ and immediately try the bidet because everyone goes to the toilet before the movie. The brand/product could then expand their reach on the streets, in residential areas and in malls using mobile teams that caught people’s attention.

Execution
Coway Bidets were installed at cinema toilets. Before every movie, the ad “Don’t Forget to Loo Loo” was played and directly after, our “Human Adverts” seated in the cinema created a buzz by verbally commenting on how cool the product is. Outside, our Street Walkers carried Coway Bidets at unexpected locations like banks and the “mobile toilet showrooms” roamed the city displaying the Coway Bidet range with a call-to-action for trial registration.

Results
Campaign reach: 304,000 people 57 locations (malls & streets) 101 cinema halls in market centres Leads 104% above target Trials leaped 1545% in 1st month, continued 300% above normal Sales increase of 153% in first month, sustained 38% every month thereafter Coway brought the bidet out of the homes!

2013 | |

The Blue Ocean of Gold

Advertiser: CIMB Bank
Brand: CIMB eGold
Creative Agency: iProspect Malaysia
Credits: Vizeum Media Services — June Tee (Digital Director), Joanne Yau (Client Services Director), Kenneth Wong (Senior Media Planner), Tan Soon Liang (Digital Director), John Loke (Digital Planner), Ooi Hoay Lee (Buying Manager) / CIMB Bank — Catherine Kiong (Assistant Manager)

Challenge
CIMB Bank is late in the game of offering gold investment account to retail investors. Maybank, Public Bank and KFH dominated the category with traditional media campaigns and non-stop promotions. We did not want to play catch up with competitors. We needed a blue ocean strategy. 

Solution
Traditionally, gold has always been an investment product amongst savvy investors who are older and affluent. However, Google Trends showed that there is a wave of younger investors who are interested in this category. Our Blue Ocean strategy? 1. Use Search, minimal newspaper or magazines 2. Move away from older savvy investors to the “virgin gold investors” 3. Instead of promotion and prizes, we educated.

Execution
Unlike older investors, Gen Y has limited experience, knowledge and budget. With that, calculated risk and research is crucial. Understanding the young gold investors’ mindset, we dominated keywords in the users’ research phase. “how to buy gold”, “gold as investment”, “gold vs USD” We also ensured keywords and ad copies covered seasonal factors as gold prices fluctuated and attracted more demand during CNY period. 

Results
Campaign covered SOV of 80%, garnering more than 1000 clicks/day and had more than 600 gold investment account sign ups. With a healthy market demand in this category and the expansion of a new market, we doubled the targeted business by 200%! Successfully found the buried treasure through Search.