2013




2013 | |

Shell Rimula Hard-Working Truck

Advertiser: Shell Malaysia (Trading) Sdn Bhd
Brand: Shell Rimula
Creative Agency: O&M
Credits: Maxus — Faraz Shams Khan (Associate Business Director), Lorraine Capel (Managing Director) / GroupM — Padmanabhan (Associate Business Director)


Challenge
The trucker community was facing a dreadful situation; long, tiring hours were being spent behind the wheel, leading to numerous accidents and loss of lives. Shell Rimula on the other hand was becoming aloof to the truckers against Petronas (which resonated well with them, with the ever- rising “Buy Malaysian” sentiment).

Solution
To overcome this disconnect, Rimula had to walk-the-talk its proposition: “Works as hard as you (truckers) do” and willing to do something for these unsung heroes. We spent a few days traveling with these truckers. Their difficulty was evident: long driving schedules, limited rest-stops, fatigue and more dangerously deprivation from sleep. An idea sprouted! We needed to create an area of RELAXATION, where truckers could eat, get a massage, get re-energized and saved from fatigue.

Execution
Shell Rimula Hard-working Truck was created, a 40ft air-conditioned container complete with a Pool table, TV, sofas, massage chairs, fridge (with meals) and even a barber (nothing like the needed haircut and Indian massage to relax). The truck stopped at 15 major truck congregation R&R areas across Pen & East Malaysia. On-Air spots announced the location of the Hardworking truck, alerting the truckers to stop and relax with us, as an appreciation for their hard- work.

Results
Over 3700 truckers were re- energized and became instant advocates for Shell Rimula. The WOM created from these truckers, snowballed our sales: 49% Growth in Volume Sales 238 kilo-liters of Rimula R4/R5/R6 sold Distributors lined up to use the Hard-working truck to be part of their road-shows to create magic.

2013 | |

Dutch Lady’s Happy Hour at Point of Surprise

Advertiser: Dutch Lady Milk Industries
Brand: Dutch Lady Pasteurised Milk
Creative Agency: Universal McCann
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), Ho Hui Hui (Brand Manager), Ho Phaik Li (Head Of Marketing Services), Tai Chip Hui (Media Manager)


Challenge
Malaysians consume an average of 1.4 glasses of milk weekly, with low consumption levels, and increasing competition from the likes of cultured milk, yogurt, soft drinks and fruit juice. With the general perception of milk being boring the challenge was in getting into shoppers’ cart in any way possible.

Solution
Media agency recommended shifting the battle out of cluttered dairy aisle, to the ‘waiting zone’ at Hypermarkets. With an average 12 minutes waiting time on weekends, at checkout counters, where they are checking off the checklist in their minds. ‘Happy Hours’ trigger positive associations towards special bargains. Media agency recommended launching ‘Dutch Lady Milk Happy Hours’ where shoppers are entertained and tempted to buy milk at a bargain right before checking out.

Execution
Partnering with Mydin during shopping hours every weekend, we conducted ‘Happy Hours’ near the checkout counter. First a giant sandwich man surprised waiting shoppers, followed by a man with loudspeaker announcing the ‘Happy Hour’ in his funny pitch, finally a man carrying an icebox containing DL pasteurised milk, came to close the deal. Shoppers who bought DL products during the Happy hour won prizes, either in form of DL premiums or Mydin vouchers.

Results
With a miniscule paid media, Dutch Lady Happy Hour successfully converted ‘wait zone’ to ‘fun zone’ for more than 1.065 Million shoppers. In a short span of a month, brand shares rose by an impressive 0.94 points! 1 month sales value increased by a whopping 7.7%.

2013 | |

Celebrating Malaysian-ness over a cup of Lipton!

Advertiser: Unilever Malaysia
Brand: Lipton
Creative Agency: Creature Communications
Credits: Mindshare Malaysia — Shankar Rajagopal (Director, Client Leadership), Anne Leow (Associate Director, The Exchange), Looi Yew Mun (Manager, The Exchange), Toh Yen Wei (Executive, The Exchange), Sarah Boey (Digital Manager), Aileen Chew (Senior Executive, The Exchange)


Challenge
In a cluttered beverage market, Lipton wanted to launch Instant Teh Tarik and drive consumption at homes and offices. Given it is a global brand; it did not have the credibility required to launch authentic ‘Teh Tarik’. Lipton had to build awareness and sales, with a ‘Truly Malaysian’ positioning.

Solution
Malaysian culture is an amalgamation of races and languages, bonded together by a common identity. This unique identity is displayed everyday through its ‘lah’ language, fusion food, joint festival celebrations or typical Malaysian society behaviour. Lipton blended this uniqueness with latent pride among Malaysians in their ‘Malaysian’ness and created the campaign ‘Lipton Jom Teh Tariklah’. Through this, Lipton asked Malaysians to take pride in being uniquely Malaysian and in their national drink ‘Teh Tarik’. E

Execution
‘Jom Teh Tariklah’ was brought to life for our urban professionals’ audience through creating six pieces of original content, released weekly on the Lipton Facebook and Youtube pages. These short webisodes were centered around elements like ‘unique Malaysian behaviour’, ‘colloquial language’, ‘multi racial cast’, ‘local humour’ and ‘teh tarik occasions’. Conversations around webisodes were generated through online media (social seeding, blogger engagement) and multi lingual radio contests.

Results
Lipton Teh Tarik sales were up by 90% by Month 2. Internal sales surpassed targets by 30%. Campaign reached 50% of audience (5 million Malaysians). Quick build up on Facebook to 80,000 likes in 2 months. 47% urban professionals showed positive purchase disposition.

2013 | |

The Deal That Turned ALPO From an UnderDog To A Super-Dawg

Advertiser: Nestle Products Sdn Bhd
Brand: Purina Alpo
Creative Agency: The China Press Berhad
Credits: Mindshare Malaysia — Cindy Chia (Client Leadership), Rowie Ayaton (Associate Director), Christine Poe (Manager), Lisa Wong (Manager), Vicky Sim (Executive), Grace Ong (Executive)


Challenge
In 2012, ALPO’s advertising budget was at an all time low at RM70,000 while its competitor tripled theirs. Consequently, research showed that dog owners were more likely to support the competitor. The challenge was coming up with a sustainable creative solution, without the help of an advertising agency.

Solution
Based on a pet ownership study in Malaysia, over 85% of dog owners are Chinese whose preferred medium is the Chinese newspaper, and especially loyal China Press readers. After connecting with China Press, we found that they wanted to start a Pet Section but lacked the content. As an internationally renowned brand, ALPO possesses a wealth of information on dogs; hence we offered to contribute content in return for advertorial space and creative resources.

Execution
Through China Press, we obtained ALPO testimonials from readers and celebrities who are dog owners, featuring them in a series of editorials over three months. The articles created the perception that ALPO was the recommended brand over others in the market. As ALPO set the themes and provided weekly content, articles were angled on dog issues so ALPO could make a clear difference. This further elevated ALPO’s credibility in the category.

Results
ALPO achieved a 300% return on investment, despite only having an advertising budget of RM70,000. By end of the 3 months campaign, ALPO’s volume share was 15% higher compared to a year ago. Consumer’s consideration level also increased by 6% compared to a year ago.

2013 | |

Nestle 100 Years, the Biggest Crowdsourcing Campaign in Malaysia

Advertiser: Nestle Products Sdn Bhd
Brand: Nestle Corporate
Creative Agency: McCann Erickson, MediaCliq
Credits: Mindshare Malaysia — Cindy Chia (Director, Client Leadership), Lim Suk Yee (Manager), Kelly Liow (Executive), Audrey Low (Associate Director, Client Leadership), Yvonne Tan (Senior Executive), Esther Loke (Executive), Christine Poe (Manager)


Challenge
100 years of success and making its way into millions of homes and hearts is great cause for celebration. However, large-scale 100th-year celebrations marking this milestone may be seen as “pompous”, risking negative sentiments from consumers. Our challenge was to reinforce Nestle’s longstanding reputation, heritage and success without sounding arrogant.

Solution
Consumers are always more interested in stories about people than stories about companies. Therefore, we decided that the “Nestle 100 years” campaign should be co-created by the people of Malaysia, with their own stories as the building blocks. Of course, consumers are always fascinated by social influencers’ stories, so what better way to kick-start consumer participation than to get social influencers to share their Nestle stories.

Execution
We negotiated with various media owners (TV, newspaper, radio and web) to get their associated personalities to inspire consumer participation by sharing their own Nestle stories – TV hosts like Hui Mei from AEC Evening Edition, radio DJs like JD and Dilly from Mix fm Breakfast Show, sports editors like Zalina Mohd Som, comic editors like Reggie Lee, social celebrities like Awal Ashaari across Facebook, Twitter and Instagram, bloggers like Hanis Zalikha, and many more.

Results
“Nestle 100 Years” became the biggest crowdsourcing campaign in Malaysia’s history. Within 3 months, we garnered over 108,000 stories from all walks of life! Nestle’s corporate image improved 24% post campaign, and gained tremendous media interest, resulting in RM5.6mil PR value. Nestle closed the year with +12% in stock price.