2014




2014 | |

We waited in suspense…then something amazing happened

Advertiser: Permanis
Brand: Tropicana
Creative Agency: -
Credits: Carat — Allen Phang (Senior Planner), Carmen Wong (General Manager)

The Challenge
Tropicana Twister’s main challenge is the fact that juice consumption is seasonal, peaking at festive months. Their challenge was to amplify the Raya sales so that it will give better sales “long-tail” throughout the year. “Brighten Your Day” was the platform used to build stronger emotional connection.

The Solution – Insight & Idea
Insights from Millward Brown Research suggested that Tropicana is losing out on the juice consumers from 12 – 39. The category noise however is very high during Raya, with competition also trying to maximize their “share of throat”. We looked deeper into the meaning of Raya. Raya is a period to “balik kampong” for the family reunion. This is easy if family is near. But there are many families with loved ones overseas. Increasing living and travelling expenses are major hurdles for the reunion. We decided to “Brighten Your Day” for one winning family. We created “Eratkan Jalinan” on EraFM to reward this deserving family. The idea was to leverage EraFM to get listeners to nominate the person they want to bring back for Raya. 5 nominees were shortlisted. These 5 families then had to compete with each other in the studio. The family that knew their loved one best (hence Eratkan Jalinan) would be the winner. The finale was tearful especially to those who thought they came so close but could not win to get their loved one back.

The Execution
Radio was the core driver for this campaign. We used it for listeners to nominate the person they wanted to bring home. Promos and DJ mentions were on-air with entries submitted online. The 5 shortlisted families and their nominated person were then connected via live streaming from the Radio Station. The DJs probed detailed questions to see how well the families knew their loved ones. It was broadcast live, a first, for this type of campaign. As everyone waited in suspense for the client to announce the winner, something amazing happened. Tropicana Twister rewarded all 5 families by announcing they will bring all of their loved ones back for Raya. Everyone erupted in joy! We used radio to go social, by sharing the overall experience on Era’s YouTube and Facebook pages, amplifying the emotional connection and increasing the experience sharing. This lighted up social media as consumers gave positive feedback. Harian Metro, NewStraits Time, TheSun and Astro Awani completed the cycle by capturing the reunion moments, bring tears of joy to the families.

The Results
The most valuable results which can’t be quantified are the tears of joy during the family reunion. The TV and Print coverage however was over RM770K, amortizing the campaign cost. Total ROI including Radio, Social buzz and WOM was valued at RM230k. Sales grew during the Raya period by 10%. But more importantly uplifted the overall sales for the entire year, achieving our long- tail objective.

2014 | |

A Historic Day in Radio require a Historic Gift

Advertiser: QSR Brands (M) Holdings Sdn Bhd
Brand: KFC
Creative Agency: BBDO (Malaysia) Sdn. Bhd.
Credits: Universal McCann — Rina Low (Business Director), Wong May May (Associate Director),Lim Yee Wen (Media Planner),Way Chooi Yee (Media Planner),Nur Alina Tan binti Abdullah (Senior Media Buyer), Tham Hui Ying (Media Planner), Cheng Xiu Wei (Media Planner)

The Challenge
With consumer spoiled with choices in Fast Food category, driving foot traffic is challenging despite its tickling their taste buds. With walk-ins reducing naturally during the festive season, our task was to ensure spectacular launch for KFC’s Golden Chicken Wrap for CNY 2013 and counter McDonalds’ festive offering.

The Solution – Insight & Idea
INSIGHT: Whenever someone gets a gift wrapped with a nice bow, it adds to the occasion, the excitement, the expectation and surprise of finding the gift after peeling through the layers of wrapping, is one of the most genuine and heartfelt moments. Malaysians, however don’t always wrap their gifts, the extra effort is made only for special people. More importantly, that moment opening a present is even more special.
STRATEGY: We devised a cutting edge strategy that activates consumer’s 5 senses to heighten the sensorial pleasure of opening a gift wrap and make every moment of opening a KFC Golden Wrap special.
IDEA: Every day, even though our morning newspaper carries fresh news it is not unique, more often than not the same old mundane look. We decided to surprise Malaysians on a fine lovely morning to have their morning paper delivered and gift wrapped. We used high quality wrapping paper to activate their touch and feel senses with injecting sensorial pleasure of unwrapping their golden gift. It was a first ever.

The Execution
Leveraging on the power of breakfast time belt, it started off with the outgoing DJ – Ean, where they were put through series of golden challenges every morning to test if they deserve to be the all new breakfast DJs. The ultimate challenge would earn Jin and Ryan a special golden gift which had the boys dying in anticipation. The suspense was carried through all time belts rooting for them. Viral videos of the challenges went ablaze on the internet creating talking points across fellow DJs and listeners. Their sensory was heightened on the day of the ultimate challenge. Both were blindfolded and escorted to a secret location, and presented with Golden Wrap first of its kind in Malaysia. Jin and Ryan unwrapped the new KFC Golden Wrap Chicken bit by bit, live on radio before media, consumers and listeners. All who tuned in were engulfed with delicious sounds of the unwrapping of KFC Golden Wrap Chicken. What a way to welcome the all new breakfast show DJs on radio!

The Results
1.2 million listeners were reached, top of mind awareness soared by 12.5% directly at the expense of McDonald’s in the same quarter. This resulted in a jump in visitation by 11% pushing our brand share up by 5% in a declining category. It was our highest ever in 11 quarters. Marketing 4Ps also benefited. High quality food : +5%, new & interesting to try +4% & most importantly best tasting chicken +14%!

2014 | |

Turning RED.fm BLUE

Advertiser: Samsung
Brand: Samsung
Creative Agency: LiquidThread, StarRFM Group
Credits: LiquidThread — Siti Khairuddin (Associate Director – Brand Connections), Asreena Ramdan (Senior Project Executive); Starcom — Andrea Samuel (Digital Manager), YemMeng Chong (Media Planner)

The Challenge
Malaysians love Barclays Premier League (BPL) football. Samsung, as lead sponsor of Chelsea Football Club, has Malaysia as an important stop on the Chelsea Asia Tour. We needed to promote the tour in advance to bring Chelsea FC fans closer to the action and to feature Samsung prominently.

The Solution – Insight & Idea
Malaysians are infatuated with the BPL – eating, drinking and sleeping football. During BPL season, PayTV sports subscription spikes: football fans want to catch their favourite teams such as Man United, Liverpool and Arsenal. Whilst there are a lot of BPL followers, they don’t necessarily love Chelsea. Through agency research, we uncovered that Man United fans are 10 times more engaged than Chelsea’s across social media. Samsung didn’t want other football fans to come out and root against Chelsea! Known as the True Blues – Chelsea fans, like all true BPL followers pride themselves on their club loyalty. Not content with fans only attending matches, Samsung wanted Chelsea fans to unite across the country, spread the gospel and indoctrinate new fans of the club and its sponsor. With the tour upcoming, we wanted Chelsea fans to flood the media and own every BPL conversation, even the ones on RED.fm, an iconic Malaysian radio station that is a local outpost for the Manchester United Red Devils. We wanted to turn RED.fm into Chelsea BLUE.

The Execution
Turning RED.fm blue was no small task. We started with the radio station’s lead – DJ JJ, a well-known Manchester United fan. For four weeks we asked him to find the truest, bluest Chelsea fan. They had to call in and answer questions all true Chelsea fans should know. DJs also placed a wager (in true football fashion), to spur on Chelsea fans. If Chelsea fans could answer all the questions correctly and prove their passion for their team, the DJs would up the stakes and turn Blue for one day. We turned the four week event into a personal tournament for Chelsea fans to prove their mettle and battle it out on air. Each week, the champions advanced to play for a grand prize trip to Stamford Bridge, London. By the fourth week, the radio station conceded its “RED” brand for one day declaring that it was “BLUE FM” on air. The DJs amplified the ‘blue intensity’ by Tweeting, Instagramming and Facebooking their new loyalty to Chelsea and Samsung.

The Results
Samsung got to the heart of football fans. 237,000 listeners were garnered during the campaign, generating 4.5x media ROI. 96,185 users were led directly from RED.fm website to the Samsung Facebook page; increasing Samsung’s social fan base. 20,467 social posts were created in 4 weeks, conversations spurred by football fans organically increased by 100%. DJ JJ who “passionately” supported Manchester United, had his loyalty questioned by his followers, going viral in social space.

2014 | |

Social Driven Soundtrack

Advertiser: DiGi Telecommunications
Brand: DiGi Easy Prepaid
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 with smartphone ownership growth of 27%. The exploding demand for data 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
Following 2012’s TV success of Buddyz, DiGi was already embarking on a second season entitled #Buddyz. A new soundtrack was required for #Buddyz. Aizat, a local popular singer agreed to write a song for the minisodes. The song will be released prior to the first episode of #Buddyz. We needed to get Aizat’s followers’ excited about the new song prior to the release. Our aim was to make #Buddyz inherently social across all the platforms, even on radio. The radio channel route was used hype the release of the new 16- episodes minisodes, via the new soundtrack by Aizat. The idea: “social driven soundtrack”.

The Execution
We teamed up with Era.fm on a ‘never been done before’ Twitter- Radio campaign in collaboration for Aizat’s new song, which was to be the soundtrack for #Buddyz. This “social driven soundtrack” aimed to crowdsource inspiration for Aizat’s new song. Aizat was to be interviewed on air asking his fans to help suggest lyrics for his new song. Tweets were to call out to listeners to tweet in “lyrics” for Aizat’s song by #buddyz or #TakkanTerpisah. Aizat will then select the best lyrics to form his chorus. He will also select three winners to dine with him. 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.

The Results
The Twitter-Radio campaign drove 45,000,000+ exposures on social space. Aizat selected from the shortlist of 100 entries to help complete his song. The campaign contributed to DiGi’s brand health and business.

  • Q2’13 vs. Q1’13 mobile-internet revenue +10.6%
  • Q2’13 vs. Q1’13 Prepaid subscriptions +1.9%
  • 75% of the Malay youth could name the programme title correctly
  • Malay youths started using #buddyz #takkanterpisah across social conversations

2014 | |

Hunger Strikes Malaysia

Advertiser: SingTel Digital Media Pte Ltd
Brand: HungryGoWhere Malaysia
Creative Agency: -
Credits: MEC Malaysia — Sheley Lim (Associate Business Director), Nicole Ong (Planner),Joyce Yap (Buying Manager); Astro Radio Sdn Bhd — Ariel Sit (Account Executive); SingTel Digital Media Pte Ltd — Florence Tay (Senior Product Marketing Manager), Elizabeth Foo (Marketing Executive)

The Challenge
HungryGoWhere Malaysia, a new online dining guide, had set its goal to become the No. 1 food site and No. 1 food app in Malaysia. This was a tough nut to crack: What ingredients were needed to make Malaysians crave HungryGoWhere and to catapult it to No.1 status?

The Solution – Insight & Idea
For appetizers, we tucked into some critical consumer insights: firstly, that most people only make a decision about where to eat before mealtime, and that hunger pangs spike at specific times of the day. In short, the solution to making HungryGoWhere No.1 in Malaysia was to catch consumers when they were hungriest! Radio airwaves were our pick to make HungryGoWhere Malaysia’s ‘kaki makan’ of choice, and we aimed to use its wide reach and flexibility with time- targeting. And, to really engage with our key audience, we enlisted hitz.fm for the job and leveraged on the station’s 1million listeners, with many residing in KL and Penang – HungryGoWhere’s top two target cities. Radio promos with catchy scripts were brought to the table with Hitz.fm’s Morning Crew, and these were run across the station throughout November 2013, driving interest for HungryGoWhere and encouraging app downloads. The real icing on the cake, though, was our time-targeted live reads, which we served during the breakfast and lunchtime slots.

The Execution
Our main course of Hitz.fm’s DJ live reads was served at specific times during weekdays, when people were most likely to be considering food options. Their scripts reenacted real-life scenarios (“It’s almost lunchtime, but where to eat?), giving listeners more relevant content and something that they could immediately bite into. However, our required time slots for the live reads (9:30am and 12:00pm) were specific and unavailable on Hitz.fm’s regular menu. So, we had this specially- ordered and leveraged on our industry relationship with the station to have it cooked up. Finally, we completed the ‘meal’ with recorded 30-second commercials that contained catchy scripts, piquing the interest of Hitz.fm’s listeners and educating them on HungryGoWhere’s presence in Malaysia.

The Results
What a satisfying meal!

  • HungryGoWhere Malaysia became the No. 1 F&B app on iTunes and No. 1 Lifestyle app on Google Play and continued to top the charts for 7 months in a row! Our radio campaign also contributed to the following:
  • Traffic : +112% in Direct Search
  • Food Reviews: +70%
  • App downloads : +1,300%