2014




2014 | |

Celebrity Fugitive Hunt

Advertiser: Celcom Axiata Berhad
Brand: Xpax
Creative Agency: Draft FCB
Credits: Zenith Malaysia — Reuben Lee (Media Manager),Chai Yee Mun (Associate Planning Director), Agnes Yee (Group Planning Director), Siar Siew Ling (Media Buyer)

The Challenge
Prepaid segment remains the battlefield amongst telcos with consumers often confused by the amount of choices. Churn rate remains high as users are not loyal and are driven by prepaid offers. Our task: raise Xpax brand profile to drive engagement, acquisition of new users and retention of existing users

The Solution – Insight & Idea
As our core audience are Youth aged 18 – 24 years old, and research showed that they are: – Outgoing – Highly social – Have strong affinity towards radio, when studying and at play – Influenced by celebrities – Seek material luxury Given the short attention spans of our audience, and their constantly changing tastes, we wanted to have a high impact exciting activity to hook their interest. Therefor our campaign idea: an on-ground celebrity hunt contest where the winner walks away with a RM30,000 prize: a luxury watch. We identified some of the most popular radio stations amongst our audience, to be the anchors of our engagement idea. Thus we chose Sinar, MY and Hitz fm. Our thought was to exploit the radio station’s on air and on ground strength to bring our hunt idea to life

The Execution
We undertook a multi-phase, multi- layer activity, with specific goals for each phase:

  • Organized a weekly on ground hunt with celebrities as a watch fugitive. This ran for 3 weeks.
  • Partnered with the top 3 radio station’s cruisers, with the specific goal to drive their listeners to participate in the hunt.
  • Ran pre-promo on the selected stations, specifically to tease the listeners about what is going to happen in the coming week.
  • Sent radio cruisers on ground at the event venues, in order to release clues to listeners as to who would be the celebrity watch fugitive for that day. This boosted social chatter. To make the event “live” and interesting, the radio cruisers would immediately announce the winners, as soon as they had successfully hunted down the celebrity fugitive

The Results
This campaign was the most successful in the history of radio for telcos in Malaysia. Prepaid Reload increased by a Revenue increase of a stupendous 4.4% The celeb hunt and on-ground event both trended nationwide on Twitter, making this the most talked about activity and exposing it to an audience of almost 3 million users. Twitter followers increased 2,000 within 3 weeks. We successfully halted prepaid churn by 5 %

2014 | |

Doggy Dental Awareness: Have you kissed your dog today?

Advertiser: Mars
Brand: Pedigree
Creative Agency: 988
Credits: Starcom — Stephanie Foong (Planning Director),Dominic Gan (Senior Media Planner)

The Challenge
With dog dental health awareness just catching up amongst Malaysians, we were tasked to push out Pedigree’s Dental Care products on a shoestring budget to a market where dog dental hygiene was in its infancy stage.

The Solution – Insight & Idea
Euromonitor reported with the improved disposable incomes, urban consumers are now more willing to invest in pedigree dogs and premium pet care products. With toy dog owners increasing, we also saw more premium dog food and treats taking up shelf space at retail stores. Pet grooming centres are mushrooming across city centres. Toy dog owners love getting their dogs groomed – they spend a hefty sum on monthly dog grooming from hair cuts, to nail filing to spas. These dogs are always indoors. Majority of these owners believe their dogs are clean enough to be on the same beds as them. They even allow their dogs to give them doggy kisses without realizing that they often overlook their dog’s dental hygiene. Our strategy was to create content and engagement on radio, engaging dog owners to start a dental care routine. A majority of owners are Chinese and they like to share stories and advice especially on radio. We needed to educate our audience on dental awareness for dogs with the strategy of ‘content’ in exchange for more ‘content’ i.e. radio DJs to share dog dental hygiene stories in exchange for the audience’s stories.

The Execution
We partnered with 988 radio station to create five radio capsules by two radio DJs, both giving advice on the importance of dogs’ dental hygiene. To make education rewarding and to turn this dry topic into something fun and meaningful, listeners who share their stories gets rewarded with DentaStix. Listeners were able to share their stories on air via call-ins as well as online through the “Pedigree Dogs Dental Awareness” microsite. 988’s Happy Cruisers were also used to distribute samples in selected locations. Due to an overwhelming response from our radio listeners asking for more DentaStix, 988 extended the radio campaign activities. We also found good use of the five radio capsules. Instead of keeping them solely for radio, we decided to repurpose them as audio bytes by ‘airing’ them on a social platform, reaching a wider audience. We reused these capsules on Pedigree’s Facebook “Doggy DentaDash” app.

The Results
Pedigree celebrated the Dental Month with 988. Radio campaign reached 707,000 Urban Chinese between 20-49 years old, Radio campaign activities doubled and gave an ROI of 385%, 80 additional dog stories were captured and shared, Audio bytes extended reach to 7.1 million Facebook audience, Radio campaign helped increased Facebook engagement activities by 32% vs. monthly average of 3%, Exponential increase of sales of Pedigree Dental Care Treats by 10%

2014 | |

Eveready Charge Up Your Morning

Advertiser: Energizer Malaysia Sdn Bhd
Brand: Eveready
Creative Agency: -
Credits: MEC — Jade Chong (Associate Business Director), Julie Yew (Senior Planner), Kelvin Chan (Planner),Kim Phua (Senior Buyer); Radio Networks, Media Prima Berhad — Hot FM team

The Challenge
Eveready is perceived as a boring old fashion brand. TOM awareness decreased -16% in the first quarter. Eveready needed to re- invent to stay relevant with the target consumer and sustain its leadership position. How do lift up Eveready’s as a brand that is exciting and relevant to today’s consumer?

The Solution – Insight & Idea
To many people, waking up in the morning is the most dreadful time of the day. Our consumers wake up every morning with the same boring routine and very seldom they wake up to an energetic and exciting morning. Radio consumption amongst our core audience, Malays is the highest. There’s also a rising trend of DJs gaining more popularity with huge fan base for themselves. Hence we merged both the insights of dreadful morning and popularity of radio DJs to turn things around, making the morning wake up the most exciting and powerful one brightening up consumer’s entire day. We needed to find a popular & young Malay station to create excitement for our target. We wanted a station that can rejuvenate the old & boring brand perception of Eveready and HotFM is the perfect channel. Hot AM Crew DJs, AG, Fafau & FBI are also one of the hottest DJs in town. We created a morning segment called “Kejutan Pagi Eveready” (Eveready’s Morning Surprise) with Hot FM to “charge up” consumer’s dreadful morning to a brightening day and rejuvenate Eveready brand to a young, exciting and energetic brand.

The Execution
Every weekday for 4 weeks in this “Kejutan Pagi Everady” segment, the DJs chose one daily lucky listener and surprised them or their nominees with a wake-up call. The DJ would personally call to their mobile number in the morning to charge up their morning. Listeners also had an opportunity to customize a message to the receiver whether it’s a reminder to important meetings or words of encouragement. We also injected messages across to the listener that “Eveready is there to charge up their morning” to reinforce brand positioning. We ran promo heavily during the campaign period to create hype and excitement and reinforce it with online support to drive traffic to the contest page on Hot FM website to register and nominate the person that they want to surprise. To ensure listeners don’t miss out the call, we repeated the daily call snippets during the evening time belt. We also leveraged on the station’s cruiser to surprise listeners on the road by giving them free torch lights and batteries.

The Results
2,808,000 listeners were exposed to this pleasant surprise call. We successfully “charged up” 20 listeners across 4 weeks. TOM awareness for Eveready against the Malay target went up by +18% in Q3. Most importantly, brand perception is slowly moving out of the boring old fashioned brand.

2014 | |

Superhero kids fly with Malaysia Airlines to save the world for FREEEEEEEE!

Advertiser: Malaysian Airline System Berhad
Brand: Malaysia Airlines
Creative Agency: Ogilvy & Mather
Credits: UM Malaysia — Ramakrishnan C N (Senior Vice President), Samantha Tay (Business Director),Hanim Mazam (Group Lead),Low Soo Yong (Senior Media Planner), Emily Chin (Assistant Manager),Wong Ai Lin (Media Buyer); Malaysian Airline System Berhad — Dean Dacko (SVP, CML Marketing & Products). Khairul Syahar Khalid (Senior Mgr. Advertising),Azizan Ahmad (Executive, Advertising); Sales, Astro Radio — Harminder Teja Singh (General Manager)

The Challenge
In the past, news of MalaysiaAirlines (MAS) banning kids onboard spread like wildfire amongst parents. The bad publicity and competitive kids’ fares from LCC further reinforce their apprehension of flying with MAS, despite the superior comfort and end-to-end care that MAS can offer. MAS desperately need to win parents over.

The Solution – Insight & Idea
INSIGHTS: Flying with Kids is tough, but we knew that in stressful and trying times, all parents need to do is, conjure up their kids’ latest shenanigans which can cause maniacal laughter and temporary escape from a busy day.
STRATEGY: To launch Kids Fly For Free campaign, we wanted to invoke that blissful feeling amongst parents; hence Media Agency recommended to get kids to share their unfiltered point of view. We knew kids could run wild with their imagination and we wanted them to express their opinion in a cut through manner via Radio, a medium with high reach amongst the parents moreover typically devoid of kids chatter and laughter.
IDEA: We invited kids to the radio studio to share with all the parents in Malaysia where they would like to go. We leveraged on the kids’ innocent but genuine behavior to capture parents’ attention, their mannerism will definitely spark parent’s imagination on how happy their kids would be if they were to go on a holiday. We tactically planned for the branded talkset to be scheduled a month before school holiday, based on the 33 days average lead time from initial Trigger, to Planning and Booking of flights.

The Execution
We partnered with Mix and Sinar and leveraged the station beyond just its high listenership amongst parents, but we also strategically engaged their morning drive DJs, as they have higher affinity, being parents themselves. Kids were asked to share with the DJs over a chat, on where in the world they would like to go for a holiday and more importantly why. Needless to say the unexpected responses of “to see Superheroes!!” and “to eat what our Superheroes eat!” were full of innocent conviction. The branded talkset was first aired in the peak morning drive-time, where parents had just bid goodbye to their kids with a heavy heart and slogging through endless traffic. This scheduling provided parents the bandwidth to recall their own family trip conversations. To maximize the talkset impact, we edited it into capsule and subsequently air it across the key time belts to maximize Reach and Frequency. The brand message of Kids Fly For Free with MAS was subtlety built into the interviews and capsules, influencing parents’ perception on getting onboard MAS.

The Results
The campaign was a success amongst parents and kids alike! We have reached out to 63% of our target audience! On Radio alone, we’ve reached out 7 million parents. MAS Brand Health perception score of ‘Range of appropriate fares & flexibility’ increased by an amazing +27% and ‘Has attractive promotion’ increased by +17%! Sales of the promotions grew by a whopping 22%.

2014 | |

Rumahku, Momentoku

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 Meng Lee (Senior Manager - Marketing), Melodie Yap (Marketing Executive),Wong Tse San (Head of Communications Planning), Ooi Hoay Lee (Buying Manager)

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 and underline the product’s ease-of- use. We need to put Nippon Momento in every Malaysian’s home!

The Solution – Insight & Idea
Malaysians are not familiar with the term textured paint as it is a new term in home décor. They cannot relate texture with paint. We achieved relatively high awareness for Nippon Momento since the launch, but problem was consumers were still afraid to pick up the brush and try the product. They have no confidence that they too can achieve the same masterpiece effect we have shown on our TVC. But, insights reveal that once they have seen and touched the actual Nippon Momento wall, they immediately get mesmerized and wowed by it. 8 out of 10 will immediately purchase the product! They also found that the painting process is actually easier than the conventional way when they were shown the techniques! The idea – let’s put as many Momento walls in as many homes as possible! We married festive seasons and KOLs (radio announcers) – and launched our home makeover contests at times they need it the most! All these were well documented on the stations’ and Nippon Paint’s social media platforms.

The Execution
We partnered the nation’s top radio station for each target market (highest listenership) – EraFM, THR RaagaFM and MYFM to champion and launch our year-long campaign. We started by showcasing announcers’ personal experiences with Nippon Momento on-air and online. At the same time, we called for contest signups where home makeovers worth RM10,000 were to be given to 2 most deserving winners from each station. The response for the contest signup was amazing! More than 1300 entries were received within just a short call for entry period of 2 weeks! Winners were ecstatic with this money-can’t-buy experience because they don’t only win home makeover but they also get to pick their favourite announcer to do the home makeover for them! The announcers became our brand ambassadors where they showed listeners how easy it is to apply Nippon Momento. We turned their homes into private showrooms to showcase our gorgeous Nippon Momento walls. They also then became our brand advocates to spread the word to their friends and family who come to visit during the festive!

The Results
• Positive testimonials were populated where homeowners shared their experience of using Nippon Momento with the rest of the 8.7Mil listeners.
• Campaign achieved highest number of entries on the respective radio stations during the campaign period – with a total more than 1,300 entries
• Brand health score on “Recommended by friends/ family” increased 50% post-campaign. NP’s score was 10% points ahead of traditional arch rival Dulux.
• Nippon Momento sales grew 218% year-on-year