2014

The Challenge
We are at war. We are fighting hard to win and keep share of hearts. Our last bastion is in the state of Penang. You see, we have a special relationship with them. But now, the younger and stronger My.fm is trying to woo them over with fancy campaigns.

The Solution – Insight & Idea
As told by the consumer (Penang- kia) and the brand (988). >>Penang-kia, affection term for a person from Penang : I am a Penang- kia. Penang is a place I partake in the many familiar festivities. Find solace in the best local delicacies. Where camaraderie between friends is strongest when we exchange stories in the Hokkien language. And yes, I take secret delight in the unmistakable jealous gleam of my fellow Penang-kia when I found a better deal than him. Like a fly to salted fish, Penang is my salted fish. Its culture and tradition is deeply rooted in me. There are many unmistakable icons of Penang. Growing up, I always envied the people riding on trishaws. While I trudged along dusty pavements, trishaws whisked pass with the passengers looking smug and contented. Everyone wanted to ride on these ‘mean’ vehicles. >>>988.FM : To truly be a part of a society, we can celebrate their icons. Trishaw is a Penang icon. By bringing life back to tired looking trishaws, we brought renewed energy back to Penang. Newly minted 988 Red BECA became our media vehicle and spokesperson in one.

The Execution
>>>988FM : On 11th April 2013, we rewrote our history with 988 Red BECA blitz. By going on-ground and tying up with the Penang trishaw association, 50 trishaws were transformed, redressed in striking red paint and fitted with brand new speakers which were fixed on 988’s Penang frequency. Old rickshaw drivers a.k.a Uncle BECA donned our 988.fm t-shirts and caps with much glee as they blazed through the streets with renewed vigour. The 50 trishaws around the historical Georgetown area literally stopped traffic. You could not tune out from 98.8FM as it demanded attention and entertained Penang-kias everywhere it went. 988 Red BECA became an overnight sensation. >>Penang-kia : It is such a nice sight and sound. My Penang trishaws are looking and sounding good with 988. Passenger’s smirks have turned to full set of pearly whites on display. I am really enjoying the sight and sound.

The Results
For 4 months, all over Georgetown, there were over 90,000 happy 988 Red BECA passengers. With over 108,000 hours on the road, more than 540,000 people saw and heard 98.8FM. We found a way back into their hearts the old fashioned way and spent only RM65,000 doing it. Penang-kias made us No.1 again in Penang. 988 Red BECA even appeared in a Hong Kong TVB drama!

The Challenge
With Malaysian woman’s fascination for fair skin, the beauty and skin care category was highly competitive and cluttered. Amidst the din of several players with new News every year and RM 740 Million spent annually, our challenge with limited budgets was to make Johnson’s OxyFresh launch distinct & buzzworthy.

The Solution – Insight & Idea
Insight: We knew that at the base level women would love it if they could have a spa like treatment everyday, for their skin, inclusive of face masks etc. However, as it was not feasible they sought alternate options for their everyday use. We also understood that OxyFresh’s unique gel based formula, re-hydrated skin, and leaves one with a feeling akin to that of “Peeling Off A Face Mask”. Also Women are happy if their skins feel refreshed and re-hydrated, but a discount voucher makes them even happier. Strategy: Limited budgets forced us to completely re-imagine a beauty product launch. Closing the loop of awareness, brand engagement and trial in one smooth move. An idea was needed to select a media and mechanics which could do all this in a short time. Idea: The ubiquitous OOH wall at the KLCC tunnel walkway emerged as the medium of choice with right target and imagery fit , with 240,000 women using it during any given day. We decided to surprise them with an interactive non- digital OOH experience like no other to make them experience the happiness after peeling off the mask.

The Execution
All the women were teased with a question on the wall “what do Malaysian women love?” and one of the most loved star, Scha Alyahya, invited them to find out the answer themselves. On closer look, imagine their surprise, when they realized that the wall was covered with thousands of small stickers which could be peeled off and we didn’t stop there. Each of the stickers was a special voucher which could be redeemed at the close by store for their very own OxyFresh pack! Now you can imagine how the enthused and curious women would have peeled off vouchers, it was quick even though they only took one each. Each voucher peeled revealed a new message behind the massive wall. With many thousands turning happy in a short time the message was revealed. “9/10 Malaysian Women Loved the Refreshing and Re-hydrating effects of OxyFresh”. The same effect was replicated on Facebook too. Receiving tremendous response and huge buzz around the activity.

The Results
The campaign message reached 1.3 Million women, and was an instant success with intrigued women peeling off more than 6000 vouchers within a couple of hours. 28% vouchers were redeemed 5.2x times the industry benchmark for redemption. Sales increased by 26% during the campaign period, and JBC got the highest market share of 9.9 beating previous high by a wide margin.

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 youth 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 also 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. To supplement mass media for greater awareness, we sought to create a unique outdoor execution to drive even more conversations. We turned user-generated online content into out of home advertisements by projecting youths’ hashtag-ed snapshots on large Powerscreen digital screens nationwide. Consumers were pleasantly surprised to find themselves projected on large outdoor screens. These projections were rotated twice weekly, giving each post sufficient exposure on the screens. Through this 45seconds of fame, gave youths a new, exciting experience – in a way only Coca- Cola can.

The Results
The cans generated massive hype and conversations on social media, resulting in more than 9,000+ user- generated content and almost 500,000 ‘likes’ on those posts. All tagged pictures were projected on out of home digital screens across eight locations nationwide, reaching nearly 2million youths. The activation was covered by the media, earning RM3.9million in productivity value. The interactive outdoor media presence helped drive immediate action, and those incremental purchases grew Coca- Cola volumes +7.9%!