2014




2014 | |

Thank Ford it’s Friday made a 2 year old car cool again

Advertiser: Sime Darby Auto Connexion
Brand: Ford
Creative Agency: Astro
Credits: Mindshare — Joe Ng (Senior Executive), Bryan Chiang (Manager), Elaine Lee (Manager), Stephanie Looi (Senior Manager, Client Leadership),Koh Yee Ling (Director, Client Leadership), Kristine Ong (Partner, Client Leadership); Astro Radio — Mark Anderson; Sime Darby Auto Connexion — Hazel Khor

The Challenge
Q3 2013 marks the entry of the new Ford Fiesta but prior to that agency was challenged to clear off 480 units of the 2-year old Fiesta model within in 5 months period prior to the new Fiesta launch. But how does one sell an old model to a Millennial?

The Solution – Insight & Idea
The 18-to-34-year old Millennial are fixated with owning a car at a young age. It is a reflection of their image and status. They are thrill seekers and average conventional experience does not appeal to them. Most often than not, they are immune to the bombardment of various ad messages, relying instead on peers recommendation and people they look up to or follow. They want to be seen with the hip and happening in- crowd. Experience also tells us that 80% of consumers are more likely to follow a brand that provides brand experience and engagement activities. Clearly, we needed a surprise and delight strategy. Conventional press advertising will not work and no one wants to be associated with an old model when they can easily buy a new model and they are spoilt with choices. We have to make a 2 year old model cool again. The strategy was for the old Ford Fiesta to make appearance via the most happening in crowd delivered via Thank Ford its Friday, a series of mini concerts in the city Thank Ford its Friday was created.

The Execution
For 6 consecutive weeks every Friday, Ford brings the best out of your Friday with energetic and entertaining live performances. In partnership with HitzFM, Thank Ford its Friday presented a series of mini concert complete with DJ live spinning in major happening locations ie Sunway Pyramid, Publika, Paradigm Mall and Lot 10 where our target prospects congregates. At each of the event, we invited Fiesta official car club to place their modified vehicles at the event location and shared their driving experience. We featured Fiesta technology and innovation and target prospects would be able to see the Fiesta car in action. We secured test drive leads on ground. The old Fiesta was seen in the company of the coolest concert amongst the cool artiste and DJs.

The Results
The 2 year old Fiesta was cool again. The 480 units were cleared off in 2 months! Ford garnered an additional 6634 Facebook likes in 6 weeks and many event photos were shared through #TFIF. Over 380 test drive submission was gained at event, a 3-fold gain compared to walk-ins.

2014 | |

Febreze Sprays Luck for Chinese New Year

Advertiser: Procter & Gamble (M) Sdn Bhd
Brand: Febreze
Creative Agency: -
Credits: Mediacom Malaysia — Boon Suat Wei (Communication Planner), Jox Petiza (Content Strategist), Cindrew Gan (Executive, Social), Leong Jia Chi (Implementation Executive); Sense Productions — Ray Ng (Producer), GroupM ESP — Liew Chui Ying (Executive, Activation)

The Challenge
Febreze wants to tap the spring cleaning ritual that takes place before CNY. But our targets – housewives – did not really know its use. We wanted to educate consumers that they can lessen time and effort in cleaning hard-to- wash items and refresh them with Febreze instead.

The Solution – Insight & Idea
“I can’t be too sure about life but luck has to be on my side”. Spring cleaning is one of the most important processes to go through before Chinese New Year comes. The Chinese believe that throwing away the old and bringing in the new will pave way to a prosperous year. However, not all Chinese families have the luxury to change all their household items, like sofa, pillows, and curtains. The alternative is to wash or clean them, serving the same purpose as “washing” away bad luck. Then these items are sundried which depends on the temperamental weather of Malaysia. Meanwhile, most of the cleaning is assumed by the housewife, on top of shopping and cooking for the family. There seems to be not enough hands to finish everything on time. Introducing, Febreze LUCKY SPRAY. For Febreze to be top of mind, we needed to join households during the most crucial time of preparation for Chinese New Year- spring cleaning. Febreze helps eliminate tough odors in fabric, refreshes fabric as if it’s washed and kill up to 99.9% bacteria, as good as sun dry.

The Execution
The Febreze Lucky Spray team refreshed 888 homes in three Chinese neighborhoods within Klang Valley. A week before, banners were installed and fliers given away. We educated consumers at the grass roots level by going to their homes, giving them an auspicious start by helping them on their spring cleaning. The Lucky Spray team refreshed items from sofas, mattresses, curtains, even stuffed toys. Ornaments and other lucky items were decorated around houses signifying an auspicious start. We engaged MY FM’s DJ Jeff to be part of the team and produced three 30-second capsules exciting neighborhoods about LUCKY SPRAY.

The lively interaction between the DJ and families captured the joyful experience of spring cleaning:

  • A grandma who was too old to do spring cleaning by herself and who hasn’t cleaned her sofa for years!
  • And a big family who were doing last-minute cleaning before guests arrive MY FM radio cruisers and Xiao MY, the mascot, organized games in the neighborhood along with a lion dance and three houses were rewarded RM888 ang paos.

The Results

  • Febreze sales increased by index 127 (P1M)
  • Reached 928 houses, ix. 104 to target 888 houses
  • Activation well received by residents and capsule received positive feedback with residents asking if the Lucky Spray Team can visit their neighborhoods!

2014 | |

Microsoft Surface converts Techies Over a Coffee@Starbucks

Advertiser: Microsoft
Brand: Surface
Creative Agency: Universal Mc Cann
Credits: Microsoft — Geraldine Wong (CMO Lead Malaysia),Yap Imm Ai (Integrated Marketing Communications Manager),Wo Ai Mee (Channel Marketing Manager); Universal Mc Cann — Jane Chong (Business Director), Alex Yeo (Senior Planner), Pollyanna George Joseph (Project Manager, Brand Content), Jasmine Chan (Finance Executive),Chow Lee Kheng (Senior Buyer & Implementation)

The Challenge
Microsoft’s Tablet PC “Surface” was deemed a confused product with lack of credibility and low consideration amongst gadget enthusiasts. Sales movements were slow due to low demand. Surface needed to breakthrough the mindset of phablet and tablets users, convincing them to be equipped with Surface and complete their digital life.

The Solution – Insight & Idea
INSIGHT : Coffee joints are big social influencers. It potrays an environment where people need to be seen as self-equipped and symbol of gadget acceptance. There are two types of people who frequent coffee chains, Solo Techies who sit alone and display their gadgets feeling accomplished and Trend Techies people who are naive enough to get influenced by them. Apple was the biggest beneficiary of this trend. STRATEGY: Convert and divert these techies towards Surface by subtly introducing Surface into their environment and make them see it as a ‘must-have’ tech gadget this season. IDEA : Strike a first ever partnership with the largest coffee chain with over 200 outlets in Malaysia and a symbol of coolness, Starbucks. Media agency recommended and executed a physical engagement with consumers by creating a bespoke activation called ‘A Date with Surface’ at the premier Starbucks locations. Agency masterminded the events and designed to showcase Surface to be much more than a tablet, trusted by people they look up to and endorsed by creative influencers in Malaysia. It was an evening to remember with the right location, right, audience, right context and the right ambience to change the perceptions of Surface.

The Execution
Leveraging on Starbucks, we spread the word out using the extensive their consumer database and connected with 10 high traffic outlets in Klang Valley. We brought together a myriad of influential figures such as Marina Mahathir, Joey Yap, Faizal Tahir and Sazzy Falak at the weekly chit chat sessions with Surface. We used the power of radio to start discussions between loyal listeners and their favourite DJs and continue those discussions at the weekly sessions. Surface became the point of discussion offline and online when influencers also started to join in social conversations with their fans through hashtag #Surface and shared their own experiences while inspiring and motivating Malaysians to follow through their areas of successes. Experiential activities using Surface devices during each sessions, encouraged a mass exchange of ideas which in turn inspired other users to “show-off” what they could do on their Surface and thus making it the trending topic of discussion throughout the campaign.

The Results
Social media conversations on Surface reached over 200,000 people and thousands of mentions over the span of 5 weeks and generated online and offline buzz including PR coverage. Each evening chit chat session was a full house and recorded the highest footfalls for Starbucks outlet. Sales of Surface devices jumped 60% post campaign. Spillover factor from the campaign success led to the uptake in purchase intentions for the next gen Surface 2 too.

2014 | |

How A Kids Music Activation Drove Sales Up By 48%

Advertiser: Wippro Unza
Brand: CARRIE JUNIOR
Creative Agency: -
Credits: CARAT — ANKESH DINESH BANSAL (PLANNING DIRECTOR), NIKKO TAN (PLANNER), JUSTIN CHAN (Senior Activation Manager)

The Challenge
CarrieJunior commands high brand awareness in a highly competitive market. However, despite the fact that CarrieJunior had consistent TV presence, market share has stagnated especially in the southern region. Hence, we were tasked to find a new way to improve CarrieJunior sales conversion in the southern region.

The Solution – Insight & Idea
Insights clearly show that many parents don’t pay as much attention to the product as they do its price. Furthermore, through our research we discovered that to these parents, education on personal hygiene is primarily done at home only. Also, every kids shower brand communicates to mothers on media. So we thought, why fight the battle head on? We decided to focus all our efforts to win with the consumers instead, the kids! Further insights showed us that kids love water, foam and bubbles. They innately want shower moments to be fun, but currently feel that it is a boring chore. We also know that music is a common denominator amongst kids, regardless of race and language. Our strategy: Get kids to pester for CarrieJunior by making their shower moments fun again. So, we created a catchy branded jingle that is fun and resonates with kids. This jingle, coupled with a dance moves was designed to educate kids on the importance of personal hygiene. We brought the campaign to the kids in schools – a blind spot for our competition.

The Execution
Schools are known to be a monotonous place that kids have to spend half a day in. Hence, they are receptive to any new thing that breaks that monotony. We partnered with 58 schools in the southern region and ran a music-driven activation using our branded jingle and dance moves in schools to engage and get the kids excited about CarrieJunior. We know that most parents have their kids take showers once they get home from school, thus we targeted our activations towards the end of school period to ensure brand top of mind amongst these kids! Product samples were handed out to drive immediate trial. We even produced a life sized CarrieJunior Mascot that the kids found cute and cuddly. This mascot joined the activation team and the kids in the song and dance process to make child interaction more memorable. The icing on the cake was getting the teachers of the schools (the ones who will be leaving an impression on these children) to join in these fun filled sessions!

The Results
The brand achieved an all-time high 48% sales growth at RM2.041mil in the southern region by end December 2013. We reached out to more than 10,000 children during the campaign. Amongst 30 brands in Wipro Unza, through this activation CarrieJunior now is the third largest brand. Brand preference increased by 33%

2014 | |

Interior Designers pick up awards and pick Nippon Paint

Advertiser: Nippon Paint (M) Sdn Bhd
Brand: Nippon Paint
Creative Agency: Naga DDB Sdn Bhd
Credits: Vizeum Media Services (M) Sdn Bhd — Janise Shiaw (Associate Media Director), Nicole Lee (Media Planner),Zef Goh (Media Planner), Frances Chong (Media Planner), Wong Tse San (Head of Communications Planning),Ooi Hoay Lee (Buying Manager); Nippon Paint (M) Sdn Bhd — Wong Meng Lee (Senior Manager - Marketing), Melodie Yap (Marketing Executive)

The Challenge
Home owners in Malaysia are growing more affluent and discerning. Percentage of home owners engaging a professional Interior Designer (ID) has increased 420% over the last 5 years. This makes IDs a very important segment of Influencers for Nippon Paint to reach out to. But how?

The Solution – Insight & Idea
ID’s, similar to media or advertising agencies; rely heavily on their portfolio of work and awards to win new business. It is also a business that depends very much on word-of-mouth recommendation. Because of this, the more established ID’s get a large chunk of high value projects and dominate the market, leaving almost no room for budding and upcoming ID’s to grow. If the current trend prevails, the industry will end up being monopolized by a handful of large ID firms and this will not be good for Nippon Paint or the home décor category as whole. It is imperative for Nippon Paint to assist the young budding ID’s find their footing in the industry as this will in turn, help future proof its business. To change the current dynamics, we know advertising will not be the answer. The agency, in collaboration with renowned architectural and interior design publisher of Creative Home – we created the inaugural “Malaysia’s Favourite ID Award” as the perfect platform for Nippon Paint to help groom the next generation of ID’s, and converting them to be Nippon Paint’s brand ambassadors into the future.

The Execution
To kick start the process towards selecting Malaysia’s Top 10 Favourite ID, the agency negotiated to hold a show case at the annual Perfect Livin Expo, where we attracted more than 250 entries. Each of their work was professionally photographed and displayed in this exhibition, and was judged and voted by 100+ industry leaders and home owners. As MFID was a platform created to nurture young budding IDs, we tailor-made business workshops to arm the IDs with industry and product knowledge, further adding value to these ID’s. After a nationwide road show of exhibition and workshops, it culminated to a glitzy award night where the top 10 most innovative, eco-socially responsible projects were awarded as Malaysia’s Favourite ID’s. To reach out to home owners, we created webisodes featuring the winning IDs’ projects, hosted on Nippon Paint’s YouTube channel. On top of that, the agency worked with the publisher to compile all this winning work and published it as a coffee table book, for sale in leading bookstores.

The Results

  • The inaugural MFID received more than a 250 entries in the first year itself.
  • The MFID exhibition attracted more than 165,000 IDs, other professionals and home owners.
  • Brand health score on “Recommended by ID” increased 50% post-campaign. NP’s score was 10% points ahead of traditional arch rival Dulux.
  • Entire sponsorship cost RM 235k but it gave Nippon Paint PR mileage worth more than RM1mil and business potential leads of RM10million.