2014




2014 | |

Its Shampoo Advertising. But Where’s the Hair?!

Advertiser: Unilever Malaysia
Brand: Sunsilk
Creative Agency: Immerse Communications Sdn Bhd
Credits: Mindshare Malaysia — Chan Foong Mei (Media Planner), Saurabh Tyagi (Director – Client Leadership),Prajakta Paranjpe (Head of Planning),Looi Yew Mun (Senior Manager),Anne Leow (Head of Exchange), Susan Lim (Senior Manager), Sarah Boey (Manager - Digital), Hooi Yin Yin (Executive - Digital), Cassy Liew (Senior Executive), Shankar Rajagopal (Director – Client Leadership); Unilever Malaysia — Phoenix Ho (Brand Manager)

The Challenge
SunsilkClean&Fresh variant was formulated specifically for Hijab wearing young Malaysian women. Due to cultural sensitivities we couldn’t show hijab wearing women washing hair (usage) or flaunting hairstyles (proposition) in communication. This puts forth a unique challenge for Sunsilk – to advertise shampoo without showing hair!

The Solution – Insight & Idea
Insight: Search trends on Google and Yahoo! showed increasing trend for Hijab- styling related terms – all aimed at creating personalized ways of wearing the Hijab. Proprietary research conducted to understand this trend further revealed that by wearing the hijab these women conformed to their culture and religion & by styling it as per their choice they maintained their individuality and distinct personalities. In this process, Hijab was turning from being just a part of their religious attire to a fashion statement – within the confines of ‘Muslimah’ values. Strategy & Idea: Fusing the consumer insight with the brand communication platform, we decided to use ‘Fashionable Hijab’ to represent ‘Fashionable Hair’ in all communication targeting hijab wearing women. Sunsilk embarked on owning the ‘Hijab Fashion’ territory COMPREHENSIVELY on across various mediums targeting to this segment. Through these Initiatives Sunsilk aimed to build greater affinity with the Hijab wearing women & also highlight how Sunsilk can help keep their hair clean & fresh in shape for the perfect hijab. Given the evolving media landscape, it was imperative for Sunsilk to create bespoke content projects creatively using multiple media, each with clear defined role to address the evolving consumers’ media habits.

The Execution
Introducing new Hijab-styling: Digital & Magazine Sunsilk collaborated with hijab stylists to create styles for different occasions called ‘Sunsilk-Twist’. Online video tutorials were created to promote the styles heavily on Facebook, Youtube & other social platforms. Women in ‘Sunsilk-twist’ style appeared on the cover of Magazines targeted at hijab wearing women. Binding this style in Malay culture: TV & Digital To further popularize the Sunsilk style, we created a TV drama series called ‘Dunia Lola’ (AstroRia) about Sunsilk helping realize the dreams of young woman who wants to become a Hijab stylist despite life’s adversities. Making it larger than life: Fashion Reality Show through TV, Digital, Activation, Event We created a reality show showcasing the journey of the contestants (designers & models), selected from across Malaysia, under the mentorship of renowned hijab designers. It was aired on TV3 & TV9 as well as Sunsilk’s Facebook & Youtube. The winning designs & models walked the ramp of the IslamicFashionFestival (IFF). All above initiatives included hair care tips for hijab wearing women using Sunsilk.

The Results
Our campaign took the hijab-wearing world by storm! After a decline of –5 % in 2012, Sunsilk registered a +9% growth in 2013. SunsilkClean&Fresh variant (formulated for hijab wearing women) showed +11% growth. A double-digit boost for Sunsilk on brand image statements of ‘Making hair beautiful’ (26% to 43%) and ‘Clean & Fresh Scalp’ (53% to 68%) amongst Malay women despite not hair was shown in the campaign.

2014 | |

Operation 3R: Turning Crisis into Opportunity

Advertiser: Dutch Lady Milk Industries
Brand: Friso
Creative Agency: J Walter Thompson
Credits: Universal Mccann — Ramakrishnan CN (Senior Vice President), Chinar Joshi (Strategic Director),Goh Soo Mei (Associate Director),Cathryn Pak (Media Manager),Ullas Sahadevan (Executive Director),Wilson Chin (Associate Director), Mike Hutany (Performance Marketing Specialist), Stephanie Chin (Operations Director), Chow Lee Kheng (Senior Buyer)

The Challenge
The safety of infant formula milk was severely compromised when Fonterra & Danone announced that bacteria were found in their products, which could cause botulism, a potentially fatal disease. The contamination struck widespread fear in Malaysian mothers which impacted Friso. Friso had to take proactive actions to stem the crisis.

The Solution – Insight & Idea
Insight: The breach of trust in moms opened a gap in their loyalty, making them re-evaluate their choice afresh & source of milk became a focal point in their decision. We discovered that none of the infant milk manufacturers were able to reassure mothers since they did not control their supply chain, unlike FRISO, which had Grass-to-Glass control over it. Strategy: We decided to turn the crisis into an opportunity. Media agency identified that there were 3 different audiences of whom we need to address to immediately. REDIRECT the Fonterra & Danone doubters to FRISO REASSURE current Friso consumers that Friso is completely safe REINFORCE Friso’s credibility that we have full control of the entire supply chain. Idea: Within 48 hours, Operation 3R was activated – to REDIRECT, REASSURE & REINFORCE. We decided to intercept mothers at various points, REDIRECT her to Friso, and showcase the Friso as the safe choice. Then we REASSURED about Friso’s quality control, and finally REINFORCED Friso’s quality v/s competition.

The Execution
We understood that moms would “Search” the crisis to gauge the situation, we deployed Search to strategically intercept worried mothers, and REDIRECTed them to Friso Gold Quality Webpage, and how we controlled the entire supply chain from Grass the cows ate, to the eventual packaging via videos and expert articles. A worried Mother would use multiple sources to fully research the issue, therefore we remarketed to Mothers with strategic display ads across news, health, parenting and social websites, thus reaffirming Friso’s quality control. To REASSURE mothers, we partnered with key titles, and placed our message contextually in the section where the contamination issue was reported. Right at the point of dissonance, we reassured worrying mothers. We REINFORCED Friso’s Glass to Grass control, and partnered with top News Editors across TV3, TV9, 8TV & NTV7, and within 48 hours launched a “Breaking News” segment. Our “Breaking News” capsule showcasing our superiority in quality control with expert nutritionist’s testimony, was featured immediately after Newsreader updated viewers on the crisis, once again contrasting Friso’s quality control against competitors.

The Results
Campaign successfully reached 89% of parents, captured total of 160,000 of searches & suddenly repositioned FRISO as the only ‘safe’ choice. This has converted an all-time low of market share in August 2013 to a 1.4% increase in market share in the next 4 months! FRISO emerged a surprise winner in the category, with majority of other competitors bracing market share decline in this period.

2014 | |

Coke gets teens to snap and #sharemycokelah with Manglish cans

Advertiser: Coca Cola Far East Limited
Brand: Coca-Cola
Creative Agency: Geometry Global
Credits: MediaCom Malaysia — Chan Wan Lih (Business Director), Moo Kok Way (Communication Planner), Noelle Wong (Communication Manager),Katherine Lee (Implementation Manager),Aeris Tan (Implementation Executive),Au Jo Yi (Executive, Interactive); NSTP (M) Berhad — Pearly Teong (Senior Manager),Jonathan Peters De Souza (Print Ad Specialist)

The Challenge
Coca-Cola was losing its appeal amongst youths who are moving away, towards a perceived healthier option – 100Plus. To win them back,Coca-Cola had to rebuild relevance by driving key Coke intrinsic benefit of uplifting refreshment, and subsequently grow brand love among Malaysian youths in a way that only Coca-Cola can.

The Solution – Insight & Idea
Youths are energized by trendy, new, fun things they consider “cool”. Shareable fresh ideas and experiences are their most important social currency as it’s increasingly easier to communicate within various social groups. The challenge was to find a way to connect a 127 year-old brand with the ultra-modern youths. We needed an idea that would generate hype, excitement, and market disruption while still being relevant and relatable. And we would do it by using one of Coca-Cola’s oldest owned asset – cans. The idea was to develop limited edition cans that embodied the spirit of today’s tech-savvy youths and gave them a way to share it socially with their friends easily. We created the “Manglish Cans”. The iconic Coca-Cola logos on cans were replaced with seven collectible hashtag designs sporting common “Malaysian English” youth lingo. They were divided into words that cued Coca-Cola intrinsics, like #syoknya and #bestgiler, and trendy expressions spoken daily, like #fuyoh and #terrernya. The #sharemycokelah movement was created for youths to snap and share their experiences and interactions with these cans. It became the hub for conversations about the campaign, and encouraged more youths to participate in it by picking up their very own hashtag cans.

The Execution
To engage youths, #sharemycokelah needed to be social at heart to drive interaction and conversation. Mass media TV, press, and on-ground events steered them to take pictures with the cans, hashtag it according to the name on the cans including #sharemycokelah, and be featured in Coca-Cola’s global Facebook page and digital screens nationwide. Intrinsic hashtags were strategically inserted at relevant parts of the TVC as a reminder of sensation of an iced-cold Coca- Cola. The cans were featured in #1 newspaper Harian Metro, creatively placed in a newly created space just below its masthead for maximum disruption. Different cans were featured weekly to play up the collectability factor and drive more conversations. Through Harian Metro GenY activation, we brought the entire collectible set to six major universities nationwide to excite youths. They took pictures with the cans and shared them with their friends on various social networking sites. The cans were also used as Facebook ‘Like Ads’ to amplify awareness online and trigger participation. All tagged snapshots were projected on Powerscreen digital boards, rotated twice weekly.

The Results
The cans generated massive hype and conversations on social media, resulting in 9,000+ user-generated content and almost 500,000 ‘likes’ on those posts! TVC reached to 3.3million viewers. The partnership with Harian Metro on-paper and GenY on-ground accumulated 10X ROI, and reached an additional 130,000 university students that generated 1,000+ photo submissions. The activation was covered by the mass media, earning RM3.9million in productivity value. Most importantly, Consumption Intent improved +2.8% and volume increased +7.9% year-on-year!

2014 | |

Men Rushed to Watsons for Grooming

Advertiser: Watsons Malaysia
Brand: Watsons Malaysia Cup
Creative Agency: Watsons Malaysia
Credits: OMD Malaysia — Raymond Chin (Senior Manager),Siew Wey Tyng (General Manager), Stephanie Law (Media Planner);Watsons Malaysia — Jessica Ng (Marketing Director),Danny Hoh (Marketing Controller),Eric Wong (Marketing Manager), Shureen Lim (Marketing Manager), Wong Chui-San (Senior Executive)

The Challenge
Watsons has traditionally been a girl store. All businesses targets growth, but for the case of Watsons where 90% of its customers are women, they have reached a plateau. How then to grow the business in 2013 by 10%, when the population of women doesn’t grow by 10% overnight?

The Solution – Insight & Idea
Watsons as personal care retailer is a brand that is perceived to be female oriented. To grow the business, there’s a need to drive men to visit the stores. How do we change the perception amongst men that there’s plenty of good for them at Watsons? This requires us to delve deep into their inborn trait. Herein lies the insight: We believe men’s inborn trait is drawn to battle and brawn. Today, the battles now fought are in the football fields. Hence leading to our strategy that the football field is the battlefield where we foster masculinity by looking good. In Malaysia, the football championship known as Malaysia Cup is bigger than the Barclays Premier League. Traditionally being seen as a sport dominated by cigarette brands and now Telco brands, we wrested the Malaysia Cup rights of content from those big boys and become the only personal care retailer to exclusively target men via football activation. We envision Watsons to be the sole authority in male masculinity via male grooming and we sought to be associated with the most followed championship in Malaysia, and leverage on men who looks good prancing in the football fields.

The Execution
Officially named WATSONS MALAYSIA CUP, a property that we own. What we did on-ground and in-store endeared the brand to the men. 1.Special edition Watsons loyalty card printed with football teams’ photos were sold in-store and given out to the public via contests conducted on-air and online. 2.Tickets to watch the match were given out to customers who spend at Watsons stores, driving footfall. 3.Trophy Tours – The physical Watsons Malaysia Cup trophy itself made appearances at various Watsons stores at malls for the customers to pose with. 4.Player Meet & Greet – The players themselves made appearances at various Watsons stores, where the customers got to meet and greet them, further endearing Watsons to the consumers.

The Results
The unprecedented first attempt to target men exclusively by a personal care retailer resulted in: •15% increase in male grooming product sales •40% increase in male fans in Watsons FB page •94% of limited edition Watsons loyalty card sold •10 times more media value than the investment. •RM1.7mil PR value garnered from the media coverage

2014 | |

DiGi’s mobile internet grew, thanks to #Buddyz!

Advertiser: DiGi Easy Prepaid
Brand: DiGi Telecommunications
Creative Agency: TBWA
Credits: Starcom — Joanne Ong (Planning Manager),Lua Yih Haur (Media Planner)

The Challenge
The mobile industry is in a phase of intense change- smartphone ownership growth increased by 27%. The exploding data demand has resulted in DiGi Prepaid to aggressively acquire & increase its data subscriptions. In order to thrive competitively, we needed to examine the multi-screen entertainment behavior that drives data usage.

The Solution – Insight & Idea
Television remains as a key entertainment space for youth; however, the audience no longer passively watch. 57% of TV audience supplement their TV viewing habits with smartphones. The agency saw an opportunity with this insight to help drive immediate data usage, i.e. revenue for DiGi. Following from 2012’s success of Buddyz, DiGi was already embarking on a second season on TV, entitled #Buddyz. Instead of the same old branded content on TV idea, we decided to make #Buddyz inherently social where we can enable conversations and social interaction for our TV audience. Our idea, “Make #Buddyz SOCIAL” was a three prong approach – pre-hype, awareness, engagement. A 16-episode minisodes, title “#Buddyz” depicted 5 friends and their lives where DiGi Easy Prepaid was seamlessly integrated into each episodes. [Phase 1] Radio to pave pre-hype for #Buddyz’s new song by Aizat [Phase 2] Premier minisodes on TV and YouTube [Phase 3] Extend engagement by integrating 2nd screen

The Execution
[#Buddyz and Era.fm] We teamed up with local singer, Aizat and crowdsourced inspiration from listeners for his new song, which coincidentally was to be the soundtrack for #Buddyz. Aizat’s interviews on air hyped up audience’s submissions. Era.fm ran a ‘never been done before’ Twitter- Radio campaign. Tweets were called out for lyrics for Aizat’s song. The best lyrics were featured in the song’s chorus. Era.fm premiered the song prior to the release on #Buddyz. This soundtrack was promoted on air, getting listeners to catch the new episodes of #Buddyz on Astro. [#Buddyz on Screens] Weekly, 16-episodic minisodes were aired on Astro Ria followed by on YouTube. TV audience interacted with cast of #Buddyz via a “cyber living room” from their mobile devices. They were able to tweet their favorite cast live during each episode making the programme more engaging. [#Buddyz on Digital] Facebook day targeting strategically pushed out a message “Stay tuned to #Buddyz” to retain audience’s attention. #KataBuddyz contest allowed audience to tweet their favourite #Buddyz’s script for a chance to win HTC phones.

The Results
#Buddyz was watched by 2,400,000+ viewers across 16 weeks on television. Social TV activation drove 150,000,000+ exposure whilst Twitter-Radio activation garnered 45,000,000+ exposure in social space. •Social TV activation helped 70% of the audience to recall DiGi’s offer

  • Q3’13 vs. Q3’12 mobile-internet revenue +5.8%
  • Q3’13 vs. Q2’13 Prepaid subscriptions +3% •75% of the Malay youth could name the programme title correctly
  • Q3’13 Youth brand preference +6%
  • Malay youths started using #buddyz #digibuddyz across social