2014




2014 | |

Anchor reaches out to Moms via MasterChef with just RM0.04!

Advertiser: Fonterra Brands (M) Sdn Bhd
Brand: Anchor Dairy
Creative Agency: MEASAT broadcast network systems Sdn. Bhd.
Credits: MediaCom Malaysia — Chan Wan Lih (Business Director),Jessy Yap (Communication Manager), Sean Sen (Communication Planner), Katherine Lee (Implementation Manager),Farriz Yousof (Implementation Executive)

The Challenge
Anchor has established itself as chefs’ preferred dairy brand globally, but it is still relatively new and a challenger brand in Malaysia. Long established local competitors dominate the market, and are priced lower. The challenge for Anchor is to build awareness and differentiation by positioning itself as “chefs’ preferred choice”.

The Solution – Insight & Idea
Moms take pride in cooking for her family. She wants to treat her family with delicious food made from good quality, tasty and trusted ingredients. However, she often struggles to continuously find a variety of simple, yet creative recipes using quality ingredients. Analysis shows that cooking TV programmes is a main source of recipe information for moms, and these TV programmes indirectly become trusted sources of authority for when she selects her ingredients and its brands when she shops. Given the small budget, Anchor’s strategy was to leverage on an existing, well-known TV cooking show to gain brand and product visibility. MasterChef Malaysia, Astro Ria’s Top 10 programme, was the perfect fit for Anchor to connect with moms. By owning MasterChef, Anchor would be able to build awareness amongst its huge existing fan base. Furthermore, Anchor would be seen as an approved brand by the chefs, thereby delivering the message of it being “chefs’ preferred choice”. To afford sponsoring MasterChef, we negotiated to use Anchor products as part of the investment contribution to reduce direct cash injection. Additionally, this also meant that Anchor products would be used by the contestants on the show, giving Anchor further visibility and endorsement.

The Execution
To drive the association as the chefs’ preferred choice, we negotiated for Anchor products to be visibly used as part of the ingredients in the MasterChef Pantry. An Anchor branded chiller was also featured in the MasterChef Kitchen. Both had incidental shots featured on TV. Additionally, Anchor had its showcase in the “Mystery Box” creativity challenge, being the primary ingredient that the contestants had to work with to create their unique dishes. This showcase not only gave Anchor massive airtime exposure during the programme, but it also demonstrated Anchor’s product versatility as the main ingredient to a variety of delicious dishes! All the above integration was captured in a 30sec creative vignette that was aired throughout Astro Ria. This gave Anchor additional airtime exposure that spread the awareness further as it reached out to more moms, further strengthening Anchor’s ‘chefs’ preferred status’ in the market and driving differentiation for moms to reconsider their current choice of brand before the point of conversion.

The Results
Despite a very limited budget of RM85k, Anchor was able to reach more than 2.36million urban moms and 675k MasterChef Facebook fans through the program. This means a low cost per reach of only RM0.04, generating a strong ROI of 16.7X! Average monthly sales increased +9% vs. pre-sponsorship period. Anchor was able to utilize MasterChef as a springboard to deliver its “chefs’ preferred brand” message and own it as a differentiating point in the market.

2014 | |

Cloud 9 Chocolate Super Game Boy Sponsorship

Advertiser: URC Snack Foods (M) Sdn Bhd
Brand: Cloud 9
Creative Agency: Astro
Credits: OMD (M) Sdn Bhd — Liew Siew See (General Manager), Nancy Chua (Business Director),Dahlia Dhaima (Planner),Lena Tong (Senior Planner)

The Challenge
TV is an ideal medium to establish awareness for Cloud 9 new packaging and increase sales, whilst addressing 7 to 14 years. Since 89% of TV adspend is accounted by the top brands, Cloud 9 needs to stand out by innovating a solution that avoids head-on battle with competition.

The Solution – Insight & Idea
Kids are often fascinated by fantasy, super powers and heroes, referencing media influencers as their role models. Cloud 9 is positioned as an easily obtainable snack that complements a day in the life of a child. A snack that satisfies a child’s spontaneity state of desire in situations that promote fun, inspiration and sharing. Super Game Boy sponsorship allows Cloud 9 to stand out from its competitors and build affinity among kids through relatable elements. The main protagonist in Super Game Boy characterized a Cloud 9 lover; playful, mischievous, possesses telekinesis and mind-reading power. “Fun Never Ends with Cloud 9”, the brand’s proposition was cleverly demonstrated in the various scenes of the telemovie. It is apparent when Cloud 9 is positioned to be the preferred snack for the protagonist to start his day, building friendships and even experiment his super powers on it. As an unprecedented effort from Astro Ceria, Super Game Boy telemovie is a first time venture in CGI (computer-generated imagery) production to bring the show to higher realism and excitement. This too shows that Cloud 9 as a local brand is not afraid to be the early adopter, separating itself from competitors by participating in such production.

The Execution
Prior to the first transmission of Super Game Boy programme association, promo spots were ran across Ria, Ceria and TVIQ which has high viewership among the core audience of 7 to 14 years old. It helps to create curiosity and frequency of reminders of the brand’s messaging. Cloud 9 was prominently featured in a 3 minute worth of product integration, whereby the product is creatively weaved and blended into the storyline driving engagement throughout the character’s development. Scene 1: Cloud 9 serves as a food to start off the protagonist’s day Scene 2: Cloud 9 as a fun snack while watching his favourite YouTube program Scene 3: Uses Cloud 9 for fun practicing on his telekinesis Scene 4: Eating Cloud 9 while thinking of coming out with his superhero’s outfit Scene 5: Cloud 9 chocolate as a snack that bridges all friendship Cloud 9 promoted its brand within the context of spontaneity showcased in the various situations of fun, comfort, inspirations and friendships, parallel with the brand’s “Fun Never Ends with Cloud 9” message.

The Results
Sales increased by 16% versus past 3 months during the sponsorship period. Super Game Boy garnered 495K viewers on its first transmission and reached a cumulative viewership of 1.5m; an all time record-breaking view for any programme on Astro Ceria. Despite the limited accessibility to digital medium by its core audience, positive engagement and feedback were received via various digital platforms, approximately 96,000 views and 300 likes on You Tube and 8,000 likes on Instagram.

2014 | |

How ‘cheap’ can you go for a Zinger Burger?

Advertiser: QSR Brands (M) Holdings Sdn Bhd
Brand: KFC
Creative Agency: Universal McCann
Credits: Universal McCann— Rina Low (Business Director), Wong May May (Associate Director), Hor Jian Tsin (Head of Outdoor),Amy Yep (Associate Director),Way Chooi Yee (Media Planner),Nur Alina binti Abdullah (Senior Media Buyer),Ridzwan Ibrahim (Senior Content), Lim Yee Wen (Media Planner), Tham Hui Ying (Media Planner),Cheng Xiu Wei (Media Planner), Angelyn Soh (Social Media Specialist), Andrew Ong (Social Media Specialist)

The Challenge
Urban young adults love McDonald’s and Burger King’s iconic burgers whereas KFC was never known for burgers. It was a tall order to launch the all new Zinger Burger given its small budget and share. We had to disrupt McDonald’s virtual monopoly to induce trial.

The Solution – Insight & Idea
INSIGHT: Malaysians are generally lazy. Our QSR buyer’s research shows that consumers have this ‘never mind’ and ‘biasalah’ attitude, the tendency of being indifferent about things. But we know too that Malaysians are ‘kepoh’ and nosy and can be motivated to overpower their ‘never mind’ attitude if there is some novelty on offer. STRATEGY: Motivate young at heart Malaysians with disruptive tactics that CHALLENGE THEIR BURGER OF CHOICE AUTO PILOT MODE with insatiable triggers for the KFC Zinger Burger instead. Implement forced consideration when they are on the go with a differentiated out of home placement to create curiosity during consumers’ moment of truth. IDEA: Media Agency planned and implemented a guerrilla attack in Shopping malls, the hippest hang out place for youth. We seeded KFC’s presence with a unique ambient placement called ‘the Zinger Machine’ right in front of our competitor’s door step! Intercepting consumers and teasing them with the proposition of ‘what lengths will you go to for a free KFC Zinger Burger’.

The Execution
We placed the machine just outside McDonald’s. This is not your regular machine but one that intercepts consumers’ path to purchase. As the consumer passes by, KFC Zinger Machine is activated and as soon they show interest, Zinger machine interacts immediately and challenges them with simple but exciting tasks. Consumers were drawn like moths to a flame and it was hilarious seeing what lengths they would go to impress the Zinger machine. So many hidden talents were discovered from hip hop to unidentified dance genre, some cat walked, whilst some others simply declared their love by hugging the machine openly with hundreds of strangers watching. Sporting consumers were rewarded with an immediate gratification of a free Zinger burger! These smartphone and the machine recordings of these hilarious scenes sent the webosphere buzzing with enormous Zinger vidoes. Even top notch influencers like Lisa Surihani applauded the activation spreading to millions of her fans. Once and for all, Malaysians proved that they are not lazy after all especially when it comes to the all-new KFC Zinger burger.

The Results
Sales +102% per store daily vs the norm with 81.7x ROI. We garnered 1.2 million views for Zinger videos. Over 131,000 interactions with the campaign. KFC Facebook page gained new 75,328 fans. Brand score for ‘easy to eat on the go’ improved by 38%. The mall allowed us to carry on with the activation despite complaints as customers and mall management were loving it! What would you do for a KFC Zinger Burger?

2014 | |

For the first time ever, Chinese daughters say “I love you Mom”

Advertiser: Cerebos (M) Sdn Bhd
Brand: Brand's Bird's Nest
Creative Agency: 180 Degrees Brandcom Sdn Bhd
Credits: Universal McCann — Chew Kagee (Senior Vice President), Chai Yen Yen (Business Director), Mabel Lau (Associate Director), Velda Kon (Associate Director), Chai Wei Ruan (Media Planner), Joey Tan (Senior Planner), Chow Lee Kheng (Senior Media Buyer);Cerebos (M) Sdn Bhd — Koh Joo Siang (General Manager), Carmen Liew (Marketing Manager), Kuang Ming Ming (Senior Product Manager),Kathryn Kam (Assistant Product Manager),Melissa Tan (Senior Product Manager)

The Challenge
Brand’s Bird’s Nest, a beauty drink,was popular with older Chinese women but not with younger ones – resulting in loss of market share. We needed to connect with 2 extremes – the younger and older Chinese women. Budget was limited, so we had only one opportunity to make it right

The Solution – Insight & Idea
Insight: In a typical Chinese family, moms and daughters rarely said ‘I Love You’ to each other. Instead, they would show love in many other ways such as cooking favourite dishes, giving birthday gifts, spending time together and that was all. It was ironic as saying ‘I Love You’ was the simplest yet most powerful gesture of love. However, it was the least used expression of love. Strategy: BRAND’s Bird’s Nest decided to break this barrier and bridge the gap between moms and their daughters. Bird’s Nest became the catalyst for daughters to express their love for their mothers. Idea: As we had a limited budget, we had to reach them at the right context, with the right content and the right medium. There was no room for wastage. The Media Agency masterminded a national movement of Chinese daughters saying ‘I Love you’ to their mothers strategically weaving the right medium-Radio, the right context-Mothers Day and placement in the right timing and content to bring this to life. We empowered chinese daughters to express their love to their mothers, very likely for the first time ever and in public and exchange the most symbolic gift of this love, Bird’s Nest.

The Execution
We crafted a strategic partnership with 988FM the highly targeted channel for our TA. We first set the stage by driving awareness of Brand’s Bird’s Nest as an ideal Mother’s Day gift targeting specific day parts leading up to the Mother’s day. This was further reinforced when we engaged listeners with a live Mother’s Day dedication, where call-ins would be meaningful and touching as Radio DJs would call up the participant’s mom on the spot so that the participant could publicly express her love to her mom LIVE on radio. It was a very touching moment. One of the participants told her mom, “I want to thank my mom for taking care of me for 24 years. She has always been there for me, supporting and encouraging me. Mom I love you. Happy Mother’s Day”. Her mother, so touched by the public display of love, said, “I feel like crying, I’m so touched…“ At the end, to complete this expression of love for moms, each participant’s mother was awarded with a Brand’s ‘Bird’s Nest’ hamper.

The Results
The odds were against us as we tried to change something that had existed for years amongst the Chinese community. But it worked! We had a whopping 5.9x Sales ROI with 300% increase of sales vs last year, which was incredible. More importantly, we encouraged 1.35 million Chinese women across the country to express their love to their moms. And for most of them, it would have been a first.

2014 | |

The Posters That Answer To Your Cravings

Advertiser: Mamee Double Decker (M) Bhd
Brand: Mister Potato
Creative Agency: -
Credits: Mamee Double Decker (M) Bhd — Pierre Pang (Deputy GM- Group Sales & Marketing), Cheryl Yong (Senior Brand Manager (Marketing)),Hester Hew (Brand Manager (Marketing)),Choo Kah Wei (Brand Executive);Vizeum Media Services (M) Sdn Bhd — How Yuan Yi (Client Services Director), Mandy Liew (Media Manager), Vincent Loong (Media Manager), Queenie Phang (Senior Media Buyer)

The Challenge
Sampling is a must when launching any new FMCG product. However, in a closed environment such as college and university campus grounds where our heaviest snackers are, we needed a differentiated way to induce trial for our new BBQ and Hot & Spicy flavours.

The Solution – Insight & Idea
Why do we snack? Insight 1: snacking is a mindless activity. We snack out of habit rather than an active and conscious act. Most of us snack to distract us from the task at hand especially when studying or stress from a report which is due or simply because we are plain bored (admit it, you want to reach out for a pack of chips right now) The conscious effort to look out for a snack is therefore borne out of the need to break the monotony we are in. Insight 2: Snacking is contagious. The moment you hear or see someone snack, you will start craving too. College campus grounds are the perfect place to capture our habitual snackers. Studies have shown 7 out of 10 students snack while they are doing their revisions or in group discussions. Idea: Turn our Mister Potato posters into a 24/7 dispenser machine for non-stop potato chips! All these poster dispenser machines were placed at strategic locations around the campus where students could easily grab hold of a bag of chips, or two.

The Execution
As part of our sustenance strategy to maintain top-of-mind, Mister Potato has been buying mega posters in colleges and universities. To save cost, we converted 20 of these mega posters in 20 different colleges into “manual chips dispenser machines”, filled with the latest Mister Potato flavours. These posters dispenser machines were placed in highly strategic and high traffic areas to encourage our young snackers to snack more! Our Mister Potato poster-dispenser machines could be found inside the student centres, at the entrance to the library, lecture halls and study areas. As other competitive chips could only be bought from the cafeterias, our Mister Potato literally became top-of-mind and top-of-mouth in all 20 colleges we invaded!

The Results
In just one month, our “posters dispenser machines” reached out to 226,000 students, giving away 32,000 packs of Mister Potato. All with just a budget of RM64,000. Mister Potato was the answer to relief their boredom. Most importantly, sales volume went up by 15%.