2014




2014 | |

Reigniting the Flame: Nado’s Just Say Lah Campaign

Advertiser: Nando's Chickenland Malaysia Sdn Bhd
Brand: Nando's
Creative Agency: Creative JUICE
Credits: MEC — Lim Kay Chye (Associate Business Director), Janice Chin (Senior Interaction Executive), Tan Choon Liang (Planner); Nando's Chickenland Malaysia Sdn Bhd — Fanny Chai (Regional Marketing Director), Yin Shao Mei (Brand Manager)

The Challenge
Nando’s has consumers gobbling up their responsive marketing efforts, and their quick and quirky communication responses to hot current affairs has contributed to a great lift in brand awareness. But one challenge remained: how could Nando’s grow brand affinity and get consumers hot for their PERi-PERi flame grilled chicken, too?

The Solution – Insight & Idea
To get consumers clucking for Nando’s dining options, we gave them the opportunity to contribute to Nando’s “Just Say Lah” (JSL) campaign. Run across digital platforms as the medium had the highest affinity with Nando’s target audience, JSL engaged consumers by allowing them to voice their opinions on the issues that interested them, whilst involving them in the brand’s core proposition of being bold in expression. Top JSL entries were featured on banners placed across Malaysia’s top websites, and fans’ copywriting efforts gave JSL a personal engagement angle that amplified Nando’s key brand message of ‘Nando’s allows me to be adventurous and express myself’. Through these interactions, audiences were triggered to and invited to experience Nando’s for themselves.

The Execution
For appetizers, we grilled down the right online platforms to drive awareness and participation, focusing on Yahoo!, Twitter, and ad networks. In the campaign’s first two weeks, generic banners with catchy taglines were served across these platforms to drive traffic to our campaign’s microsite, where fans could submit their own taglines. Our second course was Promoted Tweets. We served this “fresh” every week to prevent ad fatigue, and two different tweets were composed each week for optimization purposes; only tweets that had received high engagement would continue to be shown (with a maximum of 2-3 tweets running each time), whilst tweets older than two weeks were paused. Once sufficient entries were received, we selected the most outstanding and featured these on Nando’s online banners. Nando’s fans were thus celebrated by the brand, and those that hadn’t contributed yet, would be encouraged to express themselves, too. We gave the latter a nudge with our retargeting strategy, which reached out to consumers that had been to the JSL website, but had yet to make a submission.

The Results
The JSL campaign saw Nando’s reigniting the flame-lah! • 4,366 posters submissions via www.nandos.com.my/justsaylah • 25% of submissions driven by paid media activities(average conversion rate of 7.27%) • Average conversion rate for user- generated posters on retargeting placements was 6.41% (compared to generic poster banner with 3.33% conversion rate) • Average CTR% is 0.16%, 2x higher than average restaurant industry benchmark(0.08%) •Effective engagement on Twitter (11.84%,industry benchmark is 1- 3%), as well as conversion (15.98%)

2014 | |

From Fabric Care to Fashion Care: Downy Mystique walks on the runway

Advertiser: Procter & Gamble (M) Sdn Bhd
Brand: Downy
Creative Agency: -
Credits: Mediacom Malaysia — Jox Petiza (Content Strategist), Joyce Pee (Communication Planner), Subryne Lee (Executive, Interactive), Ivan Shim (Implementation Executive); Geometry Global — Hui Ping Loh (Senior Account Executive); Buumerangbrandz Sdn Bhd — Tham Kok Jau (Managing Consultant); PA Recruitment (KL) Sdn Bhd — Lynna Leong (Project Manager); 3 Degrees Sdn. Bhd. — Beverly Yee (Business Development Manager)

The Challenge
Downy’s Parfum Collection is targeted at highly fashionable women who understand that pieces that make them feel special, deserve special treatment. They demand a product that provides the extra care their premium clothing deserve. The Parfum Collection needed differentiation from mass usage variants where Downy is already a main player.

The Solution – Insight & Idea
Our target consumers have a deep love for and are early adopters of fashion, from premium fabrics to exclusive ready-to-wear collections. And because online acquisitions tend to be more exclusive, the digital realm is our fashion girl’s favourite hunting ground. When it comes to fabric care, normal washing products are used for everyday clothes. But when it comes to special or expensive pieces, our ladies demand the best care fabric can get while they themselves take greater care doing laundry. We needed to associate the Downy Parfum Collection with clothes bought from premium online retail sites specializing in high-fashion as we knew the clothes purchased would be treated with extra care. To build brand equity on fashion care, we had to partner with a prominent high-fashion online retailer with an existing face and story. We decided on Fashion Valet and its popular founder cum blogger, Vivy Yusof. Although the online retailer carries coveted local and international brands, fans had been anticipating a debut collection. Hence, Vivy and her team designed the first Fashion Valet for Downy Parfum 12-piece Mystique Collection made up of luxurious pieces with an air of mystery.

The Execution
No other fabric conditioner had partnered with a fashion retailer, let alone an online shopping site. We focused on Downy Parfum’s newest variant: Mystique. The collaboration was amplified mainly through social media and extended content appeared on print and TV across three phases. • Unveil the Mystery – The iconic Downy bottle silhouette was seen everywhere on social media and Fashion Valet. Vivy Yusof created hype amongst fans about the project, with behind-the-scenes snippets of sketches and fabric swatches on her popular blog. • The Mystique Collection -Fashion Valet for Downy Parfum collection unveiled The Mystique Collection on the runway with glamorous black and gold pieces. It was made officially available for sale on Fashion Valet. Every piece sold was accompanied by a sample of New Downy Mystique. During the same period, a TV commercial featuring the collection aired. •From Fabric Care to Fashion Care -Through Vivy and Fashion Valet, we educated consumers on premium care for special pieces via blog posts and PR write-ups.

The Results
Despite this being a barter deal with Fashion Valet, we generated RM100,000 worth of free media and RM260,000 in PR media value. Downy Mystique’s value share increased by 4.3x in just one month. Contest participation hit 5x the target in one week. TV & Magazine support generated ROI of 1:3.9 and 1:2, respectively.

2014 | |

Samsung Galaxy S4Zoom made it “Havoc” to be different

Advertiser: Samsung Mobile
Brand: Samsung
Creative Agency: Leo Burnett, The Gush Cloud
Credits: Starcom Malaysia — Andrea Samuel (Planning Manager),Chong Yem Meng (Planner); LiquidThread — Siti Khairuddin (Associate Director), Asreena Ramdan (Senior Project Executive)

The Challenge
The new Samsung Galaxy S4Zoom allows users to Talk, Zoom, and Share with a single device. It has the qualities of a phone combined with DSRL camera capabilities. However, it is bulky and awkwardly shaped, thus a task for us to highlight its unique features and deliver a positive perception.

The Solution – Insight & Idea
Being different isn’t easy. More so being unique from other brands and smartphones makes it even harder. However we understand that our target audience, the Millenials, who embody the concept of unique living, are often stereotyped as different and outside. We discovered two things: – Millenials like to snap random images with their smartphones – from polka dot Converse shoes to latte art, and even famous quotes. Millenials find Malaysian’s hip hop star, Joe Flizzow the icon of individuality. And Joe exerts his uniqueness through his music – mostly mashups of original sounds and positive lyrics that makes his audience view life differently. We figured the S4Zoom and Joe Flizzow make a good pair – a good remix. The idea is S4Zoom celebrates individuality by remixing their life, S4Zoom made it “havoc” to be different. This was timed with the new single release of the “Havoc” video by Joe Flizzow.

The Execution
The execution was timed close to the launch of Joe Flizzow’s highly anticipated new single “Havoc”. Joe had released a ‘lyrical’ music video only, on YouTube. This was an opportunity to reach Millennials and to reward them with a limited edition ‘visual’ Havoc music video. A Facebook app, ‘The S4Zoom Havoc’ was developed to celebrate individuality. It called out to our Millenials for the most random, interesting and “havoc” photos. These photos were then used for the new Havoc music video. Traffic drivers ran across digital and social sites promoted the activation, and led users to the Facebook app. We used Google AdWords to target users looking for Joe’s official music video and directed their attention to the ‘S4Zoom Havoc co-creation video’ content. A countdown to the new Havoc video aroused anticipation and excitement – many started conversations, posted hashtags, and even created their own music videos. The S4Zoom became the hero of the new Havoc video.

The Results
The new Havoc video was received well. Attracted 350,421 views on YouTube, Over 70 covers, parodies, remixes of Havoc videos totalling 945,769+ views are captured on YouTube, Joe’s original video was uplifted by 50%, generated positive S4Zoom PR stories valued at MYR248,650, Samsung Malaysia’s Facebook fan increased by 22%, reaching over 8,000,000 people More importantly it allowed Millennials to celebrate the individuality turning “different” to a positive label.