2014




2014 | |

Finding ‘Waze’ to Fast Food

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), Neeraj Gulati (Executive Director), Abhishek Bhattacharjee (Associate Director), Way Chooi Yee (Media Planner), Nur Alina binti Abdullah (Senior Media Buyer), Lim Yee Wen (Media Planner), Tham Hui Ying (Media Planner), Cheng Xiu Wei (Media Planner)

The Challenge
KFC’s Lunch/ Dinner treats was facing a huge beating due to the McValue offering from McDonald’s. The first mover advantage and the resounding top of mind of McDonald’s was a huge barrier to overcome. We were challenged to upstage their supremacy and drive people to KFC.

The Solution – Insight & Idea
INSIGHT: Research showed that 78% of the working Malaysians drove out for lunch and also majority drove out with family for dinners. Driving out normally results in long traffic jams during particular time-belts. We understood that a hungry stomach and crawling traffic can create a lot of dissonance that we could tap into. STRATEGY: We decided to to intercept drivers with Time of Day X Proximity to KFC X Traffic condition based customized messages to convert the dissonance into footfalls. IDEA: Media agency proposed and implemented the first ever Fast Food brand partnership with Waze (a social GPS navigator app) with over 4.5mn+ Malaysian users on a daily basis. WE USED ‘WAZE’ TO CALM THE GROWLING STOMACH OF MALAYSIANS AND REMIND THEM EXACTLY WHEN THEY WERE STATIONARY IN A JAM THAT A KFC IS JUST A FEW MINUTES AWAY INSTEAD OF WHERE THEY ARE HEADED TO.

The Execution
KFC became the first food chain to partner with Waze to provide ‘fast’ food to Malaysians. Within 3km of any KFC outlet, we could detect any Waze user stationary for more than 1 minute, and serve him a KFC Lunch/Dinner Treat message, highlighting the fact that ‘your destination is probably far, but food at the KFC store is just a few hundred metres away’. If they didn’t respond we would send a different message after 30 seconds as a reminder. The user could easily click on the message and navigate to the nearest KFC outlet, to satisfy their hunger, fast. The simple execution was strategically targeted to drivers near the KFC outlets, and time targeted for lunch and dinner which generally witnesses high traffic movements. By coupling this with appealing visuals of food available within metres, the impulse was created to drive to KFC instead of spending time being stuck in traffic. Thus KFC managed to help Malaysians beat traffic with a simple technology and brought closer to their food, fast!

The Results
> 9,000 clicks were recorded on pins within 10 days with 3,000 navigations within Waze, resulting in a whopping 11,000+ footfalls to KFC outlets. A total of 400,000+ drivers were exposed to the brand message, making it one of the most visible campaigns on the streets of Malaysia. THE CAMPAIGN HELPED GENERATE 50X OF MEDIA INVESTMENTS. Agency was awarded ‘Highly Commended’ in Festival of Media APAC and now being rolled out in 8 more countries.

2014 | |

Wall’s on Waze: ‘Drive-ing’ Impulse Purchase

Advertiser: Unilever Malaysia
Brand: Wall's
Creative Agency: -
Credits: Mindshare — Phoebe Wong Hooi Sien (Executive, Planning),Saurabh Tyagi (Director, Client Leadership), Prajakta Paranjpe (Head of Planning), Sarah Boey Mei Chen (Digital Manager), Hooi Yin Yin (Digital Executive), Looi Yew Mun, (Senior Manager), Anne Leow Hwee Lu (Head of Exchange), Shankar Rajagopal (Director, Client Leadership); Unilever Malaysia — Shawn Tan (Marketing Manager)

The Challenge
Ice-cream is a mature category in Malaysia & was stagnant in terms of sales. Ice-cream consumption is heavily driven by impulse purchases. Traditional advertising had already created high awareness for Wall’s but the challenge now was to tap more into occasions that were highly conducive to generating impulse purchases.

The Solution – Insight & Idea
We know that people wouldn’t normally think of eating ice cream unless they’re out and about on a hot day, or see someone else having one. To influence this impulse behavior in favour of Wall’s, we tapped into one of the largest Malaysian tradition: Balik Kampung, where families living in cities such as KL travel back to their hometown for the festival. Getting stuck in major highways for hours makes families crave for refreshment breaks along the way. With smartphone penetration at 70%, most drivers in KL use Waze, a GPS Navigation App (4.5mil+ users) to gauge traffic conditions and recommendations for the best driving route. When it comes to festive travelling, Waze becomes an important tool to find the least congested route to one’s hometown. Naturally, it is THE MOST ‘attention grabbing screen’ during these travels. We created a campaign based solely on Waze to seduce travelers with tempting messages and point them to the nearest outlets along the highway where Wall’s is sold. Through the app, we’re able to know the location of drivers and serve customize messages when they are within a certain radius from a Wall’s outlet.

The Execution
Nov-Dec 2013 was a period when many festival holidays were happening in quick succession (Deepavali, Awal Muharram, Christmas and New Year).Thus it was the ideal period to activate our campaign. We created Branded Location Pins on Waze showcasing the Wall’s retail outlets like Shell petrol stations. Through the Waze app, we could detect users who are within 3km of petrol stations and R&R stops, where Wall’s is sold. If drivers were stationary for more than a minute, indicating that they are stuck in traffic, we served them customized messages such as: “Take a break & visit your nearest Shell station to enjoy Wall’s Ice Cream” or ‘Refresh your journey with a Wall’s Ice-Cream’. All this created the impulse to drive to Wall’s outlet instead of spending time being stuck in traffic. Upon clicking on the Wall’s message, drivers were voice- directed to the nearest Wall’s outlet. We time targeted this activity around afternoon time which is the most suitable for Ice- cream consumption. 50 locations across major highways around KL were part of this campaign.

The Results
We were successful in creating a model of impulse based advertising that led directly to sales. Below are some of the key metrics of the campaign: Consumer Engagement– •5+ million people saw the Wall’s location pin. •49,000 consumers clicked on the Wall’s Waze location & were directed towards the nearest Walls outlets(Shell Petrol Stations). Brand Sales– •We sold 130,000 ice-creams through these outlets featured on Waze & sales were 13% higher during our campaign period.

2014 | |

PediaSure made meal times more joyous and stress-free for 75,000 parents

Advertiser: Abbott
Brand: PediaSure
Creative Agency: Factori Communications
Credits: Optimedia — YouLi Hooi (Human Experience Strategy Director), Cassey Chow (Planning Director), Gina Lim (Senior Planner); LiquidThread — Asreena Ramdan (Senior Project Executive), Siti Khairuddin (Associate Director – Brand Connections)

The Challenge
Abbott wanted to reach out and educate the young mobile generation of parents a formula milk clinically proven to help kids grow; especially suitable for kids with picky eating habits. means of communication, no longer fulfilled its role of communicating to this audience.

The Solution – Insight & Idea
One of the most stressful and frustrating aspects of parenting is having a picky eater in the house. Between 20% to 50% of kids are described by parents as picky eaters. The obvious symptoms of a picky eater are: they push away the spoon or turn their heads away from the food or spit out food. Hence, meal times are hair-raising events for many young parents. Our intention was to help parents and alleviate stress during meal times, making it a joyful family time – for both the kids and parents. Our inspiration was to give insights to the parents on two things: symptoms of picky eating and PediaSure’s nutritional benefits. We brought our inspiration to life by creating a mobile campaign, “What Picky Eater is Your Child?”

The Execution
This mobile campaign was brought to life by five different characters who depicted five common picky eater profiles to which parents could identify – Greeno Eater (don’t like greens), Procrastinate Eater (food remains in mouth without chewing), Choosy Eater (nitpicks food on the plate), Cheesy Eater (only likes cheese and dairy products) and Distract Eater (easily distracting during meal times). Display ads were used across different online mobile platforms (Facebook, AdMob, AppSnack, Search) directed parents to download the app or visit a mobile site. There they discovered the type of picky eater their kids were and solutions to manage the diet of these specific types of picky eaters. In this app, parents were able to request for samples as well discover the location to the nearest clinic that provided advice on PediaSure, giving them the assurance that help is nearby. We added in music which would attract children and parents when the app was being used. This helped parents to distract their picky eaters during meal times.

The Results
First 2 weeks: Our app trended on Google Play Store as the No. 6 “Top Free Health and Fitness” Next 6 weeks: PediaSure educated and gained 75,000+ leads. 4050 parents installed the apps, while 70,860 parents accessed the mobile site. We overachieved our 40K target by 189%. Dec sales recorded 28% more than average month. More importantly, we helped parents understand their kids a bit more and make their meal times more joyous and stress-free.

2014 | |

Reporting Live: It’s A Strongbow Weather!

Advertiser: Guinness Anchor Berhad
Brand: GAB - Strongbow
Creative Agency: -
Credits: Mindshare — Stephanie Chin (Executive, Digital)

The Challenge
Malaysia is predominantly a Lager beer market. Strongbow on the other hand, is a Cider beer. Cider is a new concept to Malaysians and drinkers are not entirely sure when to include it in their repertoire of drinks. Challenge: make Strongbow relevant in our culture and create occasions for consumption.

The Solution – Insight & Idea
Most Malaysian drinkers claim that different alcohol is consumed at different occasions. Strongbow finds it difficult to penetrate the drinking market as Cider is a new variant and there is no specific occasion that is associated to cider drinking. We know that our primary target audience resides in key cities along the west coast of Malaysia (Penang, Ipoh, Kuala Lumpur and Johor Bahru). While Malaysian weather is generally hot & humid throughout the year, the West Coast faces its driest season each year from May to July, and this happens to coincide perfectly with our campaign period. Given the refreshing properties of Strongbow, we saw an opportunity to leverage on this climatic phenomenon by positioning Strongbow as the perfect drink during hot and humid weather. This creates a great drinking occasion for Strongbow, HOT WEATHER = STRONGBOW = REFRESHING

The Execution
With adaptive marketing at its core, we’ve brought to life the association of Strongbow with Malaysia’s hot & humid weather through technology. Focusing on real-time opportunity around the daily climate, we created Malaysia’s first real-time location & weather targeted banners! These smart and adaptive banners were able to detect the temperature of specific locations throughout Malaysia and subsequently serving the most relevant message to the audience. Drinkers surfing the internet in a particular location that is experiencing a hot and humid day will start seeing banners reminding them of an icy Strongbow. Through the combination of high frequency retargeting and real-time customized messaging, we were able to generate a high level of awareness and education in creating a drinking occasion for Strongbow in Malaysia.

The Results
Due to the high relevancy of the campaign, we saw an immediate 37% month-on-month consumption growth in May 2013 alone (when the campaign kick started) , the success was further illustrated when compared to a year-on-year volume growth of 24% (throughout campaign period). So, next time if you see someone holding a Strongbow on a hot and sunny day, you know it was because of us!

2014 | |

100PLUS Brings You the World’s 1st Private Pocket Trainer

Advertiser: F&N Interflavine Pte Ltd
Brand: 100PLUS
Creative Agency: -
Credits: UNIVERSAL McCANN — Chai Yen Yen (Business Director), Derek Tan Yeong Par (Executive Director), Kim Chew (Associate Director), Amy Yep (Associate Director), Cecilia Wong (Senior Buyer), Elsa Fong (Associate Director), Joey Tan (Senior Planner), Leong Wei Ian (Planner) F&N Interflavine Pte Ltd — Jennifer Lim (Marketing Planning Manager), Patricia Lee (Brand Manager), Michelle Teng (Assistant Brand Manager), Lorraine Tan (Senior Marketing Manager)Jenny Wong (Head-Regional Brand Development), Leong Wai Yin (Marketing Manager)

The Challenge
100PLUS was under pressure like never before, with market shares stagnating and awareness declining due to competitive steroid budgets. Youth craved new experiences and, hence for an old brand, the struggle to stay relevant was apparent. We needed to reinvent 100PLUS whilst embracing the brand premise of “Active Lifestyle.”

The Solution – Insight & Idea
INSIGHT: In Malaysia, being active had become more about earning bragging rights by posting pictures and various updates about the ‘twice a year Gym Trip’ or the ‘once a month run in the park’ rather than actually being active regularly. STRATEGY: We needed something new to entice and encourage consumers to lead an active lifestyle, whilst still giving the bragging bravado which comes with gyms and marathons. With almost 100% penetration of smartphones within our target audience, we decided to launch an exciting and unique platform that allowed consumers to exercise anywhere and anytime propelled with social peer pressure and social bragging. IDEA: The media agency recommended and executed the 100PLUS Private Pocket Trainer, a world’s first, that enabled ‘bite-sized’ exercises to be done at consumers’ convenience. This unique app was designed to be cheat-proof and this made it feel as though an actual trainer was present, pushing them harder. The 100PLUS Move mobile app gave them the same status value as going to an actual gym would have. In return, we gave them social badges which they could share with their friends on social media to increase their social status, all while embracing an active lifestyle.

The Execution
This specially designed mobile app was developed with the unique use of the Gyrometer and Accelerometer. The Gyrometer accurately detects body coordination whilst the Accelerometer detects speed and motion. The platform provided consumers with bite-sized exercise moves which could be done anytime, anywhere and could be downloaded on all smartphones. Kick-starting the brand experience, players registered as 100PLUS Facebook fans. Next, they scanned the 100PLUS logo from cans or bottles, ensuring incremental sales. Once consumers started the app, they had to complete four challenges (Shoulder circles, Squats, Jumping Jack & Tuck Jump). To spice things up and introduce the social sharing aspect, users were awarded cool badges like “Gym Rat”, “Sir Sit Slot”, “Frog Prince” and “Jack & Jill” among others. Players competed for these coveted badges over 12 weeks, to be crowned weekly, monthly and the Grand Prize winners. And when you were idle for some time, users would be reminded to start exercising again! Such was the craze that we had to launch 3 additional levels after 3 weeks of launch.

The Results
The 100PLUS Private Pocket Trainer was a fantastic success, reached 88% of its target audience. Over 31,000 moves were performed in the first two weeks alone. The app downloads, sharing and social interaction generated over 23 million organic impressions. Brand imagery scores soared to 72%, blowing the competition away. Spontaneous brand recall jumped to 95% post campaign. Brand shares rose 7% in a largely stagnating category. Incremental sales equaled over 92 million 100PLUS cans!