2014




2014 | |

What lenghts would 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 brand share and weak top of mind. 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 an 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 Zinger videos. 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. 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 numerous complaints from the competitor as customers and their management were loving it! Now, what would you do for a KFC Zinger Burger?

2014 | |

Ford created World’s First-ever automotive city in Malaysia: Ford City

Advertiser: Sime Darby Auto Connexion
Brand: Ford
Creative Agency: JWT Malaysia
Credits: Mindshare — Joe Ng (Senior Executive), Elaine Lee (Manager), Bryan Chiang (Manager), Stephanie Looi (Senior Manager, Client Leadership), Kristine Ong (Partner, Client Leadership); Arestar Sdn Bhd — Aaron Lim (Manager); JWT Malaysia — Eugene Nyam (Account Director)

The Challenge
Ford lost its market share and Top 10 position within the automotive industry by the end of 2012. They have been slow in gaining traction amongst the younger segment. 2013 target was aggressive! Double sales, reclaim top 10 sales position and erase “Ford is my father’s car” perception completely.

The Solution – Insight & Idea
“You can sell a young man’s car to an old man, but you cannot sell an old man’s car to a young man”. Increasing Ford market share and tapping into younger group requires a change in strategy. We discovered an untapped opportunity in the lucrative market centres youth aged between 18-to-23 years old. Although still at high school, these young urbanites have high purchasing potential courtesy of their parents. Insights reveal that many of them especially those residing in Klang Valley own their first car as young as 18. Whilst the auto industry continue to rely on conventional advertising in TV, print and radio, insight tells us experiencing the car first hand increases the chances of closing the sale. However jiffy test drive does not work with them. Rather than waiting for them to walk into Ford showroom, we decided to be present where they hangout most often. The idea was to be relevant in their space, offering differentiated experience. The strategy was to intercept their Third Place ie: their campus. We adopted the entire campus and created world’s first automotive city! Every university student will become a Ford citizen in an exclusive domicile for the whole entire year.

The Execution
Taylor’s Lakeside Campus was adopted as Ford City and we brought to live all the privileges that come with being a Ford citizen. It was an experience like never before. To provide the full experience of being in Ford City, we knew the offering has to be consistently available for them. On a daily basis for the entire year, these young urbanites’ Third Place provided unique Ford experiences ranging from exclusive branded Ford VIP parking designated for Ford owners, thus creating the envy factor. We planted QR codes onto boards across campus allowing student to redeem various privileges from F&B, gym membership to free WiFi zone to stay connected to their social world.

The Results
The creation of Ford City created significant milestones in Ford Malaysia history. 7 of 10 people surveyed on campus intend to buy a Ford. 2013 become THE best year in 20 year history! Sales grew by 2.3X and Ford broke the 10,000 unit sales for the first time. That and the fact that the feat was achieved by spending ¼ of competitors’ media spend. Ford City is now a regional best practice in Ford’s world.

2014 | |

The World’s Largest and Longest Nippon Momento Colour Card

Advertiser: Nippon Paint (M) Sdn Bhd
Brand: Nippon Momento
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
Nippon Momento, a textured paint with special 3D effects was launched in 2012. Sales were growing albeit very slowly. In order to grow sales, we need to make textured paint a trend. To be big and bold and as with textured paint, stand out.

The Solution – Insight & Idea
The acceptance of the product was still low mainly due to two key barriers: first, they do not know what or how texture feels like when we talk about textured paint. Secondly, they were afraid to pick up the brush to try the product. Fortunately, insights reveal that once they have seen and touched the actual wall painted with Nippon Momento, they immediately get mesmerized and wowed by it. Research also shows that 8 out of 10 who has seen and touched it, will immediately purchase the product! And when we show them the painting techniques, 80% of them said that they were amazed by the fact that it is easier to apply than normal paint. But all these could only happen at the dealers, which means limited reach and limited opportunities to sell! The solution: bring Nippon Momento colour chips out from the dealers to as many consumers as possible, in a bigger and larger format for maximum impact.

The Execution
We started out by creating probably the world’s largest and longest Nippon Momento colour card along KLCC Convex, the must-use walkway to KL Convention Centre where the most popular HomeDecs are held every year. Instead of printed colour chips (which doesn’t do justice to our gorgeous Nippon Momento), we opted for a more daring approach. We created real giant-sized colour chips for Nippon Momento to be pasted on the KLCC Convex. The idea was to pre-sell to our consumers before they even walk in to the exhibitions! As for the second phase of the campaign, we then embarked on a series of spaces invasion, where we had Nippon Momento painted walls at places where consumers least expected it to be – offices, cafes and hotels. Real life demos were also done on the spot to demonstrate to consumers how easy it is to apply Nippon Momento. QR codes were also embedded on the walls to lead our consumers to our owned media where they can get more inspirations on Nippon Momento.

The Results

  • Nippon Momento sales shot through the roof during HomeDecs – the product was sold out within hours of the exhibition opening
  • Nippon Momento’s overall sales grew 218% year-on-year • Visits to our website grew 415% during HomeDec’s months in May & October 2013!
  • Customers were so happy with Nippon Momento that they kept coming back to buy more!

2014 | |

The Evolution of Puma Suede

Advertiser: Puma Malaysia
Brand: Puma Suede
Creative Agency: Cake experiential communications (asia) sdn bhd
Credits: Zenith Malaysia — Lee Tse Yoon (Planning Director), Mandy Chan (Media Manager), Iylia Abdul Rahman (Outdoor Media Manager), Mahira Mohd Dahlan (Media Planner)


The Challenge
Puma needed to reignite its fans’ love for its street culture creation. Converse and Adidas lead; Puma needs to have a cut through campaign with limited budget, targeting a niche audience base. It brought back its famous Suede collection, an authentic youth street culture icon shoes from the 1968.

The Solution – Insight & Idea
Puma identified its target audience as “Street Culture Urbanites” (SCU), the 16 to 22 years old, high energy urbanites who like street culture, yet being stylish. There are only a handful of them, less than 1million, and they do not consume mainstream media. Street Culture Urbanites are somewhat rebellious, proud of their individualism, and collect good authentic shoes. They are the sportswear and street-fashion style maker. They read street culture fashion blogs, watch Hip Hop music and fashion videos, like Street activities e.g. Skating and Street Art. They are highly outdoor checking out hippies cafes, and constantly on their smartphones. We combined some of the insights, and devised a modern-day OOH campaign that sell them the “experience” of owning a cool pair of Puma Suede, instead of “telling” them what to buy, a tactic that they do not favour of.

The Execution
Puma Suede has heavy heritage story, hence the OOH execution needs to tell the Suede story from the past, present, future. The stories must drive engagement, advocacy, and create desire to buy. Deploying Paid, Owned, Earned strategy:

  1. Owned: Engaged Puma’s own KOLs from the street culture scene to paint 4 giant “canvas” Suede shoes. Each KOL from different field to gain wider audience traction: Newba (renowned Graffiti artist), DJ Twilight Action Girl, Julian Oh (tattoo artist), Sueann Chong (Hanger’s Editor), Miranda Yeoh (Fashion Editor, Juice), Kevin Yeoh (hip-hop enthusiast), Carolynn Chon (photographer). Each expresses their own Suede stories from the past, current and future.
  2. Paid:
    • Turned Publika Mall into a giant shoes land for 4 weeks, where the 4 x 7-feet width Suede shoes were displayed. Publika Mall is a street culture mall, and has a range of hippies outlets.
    • Encouraged mall patrons to snap photos, share, tweet, and check-in on social networking space using #forthestreet.
  3. Earned: contributed to the 50 Suede stories.

The Results

  • 64% sales increase within 4 weeks!
  • Brand Health index increased 5%.
  • Brand association with Street Culture increased 5%, closing the gap with Converse, Adidas.
  • 50 PR articles worth RM1.5million
  • 89 FB sharing, 1,162 Instagram Photos • 480,000 visitors to the ambient Shoes at Publika
  • Media ROI = 12.7x, under little budget used of RM200k including online, offline, and on-ground.

2014 | |

Mister Potato Turned The Prize Into A Medium

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 (Manager (Marketing)),Choo Kah Wei (Brand Executive), How Yuan Yi (Client Services Director),Mandy Liew (Media Manager), Vincent Loong (Media Manager), Queenie Phang (Media Buyer)

The Challenge
Every year MisterPotato runs a major consumer promotion. This year the prize is an exclusive Manchester United pimped up Chevrolet car. Consumers are bombarded and spoilt for choice. With so many promotions, the challenge was at point of sale, to stand out of the clutter.

The Solution – Insight & Idea
Research tells us that supermarket shoppers make up their minds about brands within seven seconds. This First Moment of Truth as it is called, is normally where brands pitch and fight, causing the clutter and confusion that we face when visiting supermarkets. We had to find a smarter way to grab shopper’s attention. Hence our strategy was to create the Zero Moment of Truth as competition for the First Moment would erode our very limited funds. Many supermarkets are entered via the car park. This gave us the opportunity to place the Manchester United pimped up car right smack into our shopper’s literal path to purchase. If that wasn’t enough, we gave the car a voice! The Talking Car is the carrier of the contest message, the medium and prize all rolled into one.

The Execution
The Talking Car, equipped with speakers and state-of-the-art motion sensors, spoke to shoppers who walked pass the car. Unsuspecting shoppers were taken aback. With intelligent sensors, the car can even recognize and speak to a Male shopper in a Female voice and vice versa. With gender specific targeting capabilities, when the car spoke in a Female voice to a Male shopper, she spoke of driving pleasure. For a Female shopper, the Talking Car reminded them to participate in the contest and thrill of winning. The car spoke four different messages. Three exclusive Manchester United talking car made its appearance in Tesco Supermarkets across the country. To keep the surprise element fresh, the cars made their rounds, staying no longer than a day at high traffic supermarkets.

The Results
We found shopper’s Zero Moment of Truth and claimed it. The Talking Car stopped shoppers in their tracks. Achieved very high campaign ROI when we received 150,134 entries at the end of the 3 months consumer promotion at a cost of only RM3,500 to convert the car to a talking car. Zero rental or parking fee across all Tesco locations. Sales recorded an average increase of 12% during this period.