2014




2014 | |

The Master of Sponsorship Opens Up Possibilities

Advertiser: Panasonic Malaysia Sdn Bhd
Brand: Panasonic Cooking
Creative Agency: Naga DDB
Credits: Panasonic Malaysia Sdn Bhd — Allan Wong (GM, Marketing Innovation), Hidekazu Sasaki (Marketing Director), Stella Lim (Executive, Advertising Communication - Marketing I); Vizeum Media Services (M) Sdn Bhd — How Yuan Yi (Client Services Director), Jessie Lian (Associate Media Director 6), Mandy Liew (Media Manager 7), Chan Mey Fung (Assistant Media Manager 8), Heryl Teh (Media Planner), Kwan Wei Mun (Senior Media Buyer)

The Challenge
Panasonic Kitchen appliances’ new positioning is “Opens Up Possibilities”. We need to take this positioning and bring it to life through strategic and creative media solutions.

The Solution – Insight & Idea
Life in the kitchen has changed. The busy world we are all trying to survive is cutting back the available time we have to cook the family meal. Ten years ago this would take 55 minutes on average. Today, this is down to 26 minutes. With the added tension of trying to live the good life and perfect families in these difficult economic times, the pressure cooker is well and truly whistling. Our strategy was to embrace this world and be seen as an enabler who understands the pressure and delivers beyond expectations. For “Opens Up Possibilities” to truly resonate, at a functional level, we must demonstrate usage and develop quick cooking recipes that doesn’t compromise on taste. This will alleviate the tension and pressure that home cooks feel in the kitchen today. “Masterchef Malaysia All Stars” gave us a platform to deliver all our needs. We got great recipes, showcased the various appliances and its application, with the high drama that viewers were really hooked to.

The Execution
Sponsorship of Masterchef Malaysia All Stars on Astro RIA took us on a complete journey covering on-air, on-ground, outdoor, digital and social spaces. Across each channel, the content or script was carefully thought through. Painstaking details to the craft gave life to ‘Opens Up Possibilities’. Inside programme, challenges and recipes were developed to best showcase a Panasonic appliance. In speed challenges, complex preparation was cut down to just one minute with Panasonic food processor. In invention tests, contestants had to modify tried and tested recipes, changing the cooking method from stove top to using Panasonic oven or microwave. Scripted content was supported by incidental product shots in every episode for 10 weeks. 3,227 promos flooded the Astro Malay platform. Branded promos highlighted the Panasonic challenges. Programme promo featuring celebrities displayed Panasonic products in the background. At Masterchef Malaysia roadshows and on Astro Gempak, cooking demonstration and hands-on experience let our audience get closer to Panasonic Cooking.

The Results
22.6 million impressions from television alone with continuous on-air presence for 6 months. 17.4 million social interactions counted from Twitter and Facebook. 81% of our audience were highly engaged with the brand. 47% said they would consider the brand in their next purchase. Preference level went up to 65%. More Malaysian families are enjoying delicious home cooked food. Sales of Panasonic Cooking is steadily increasing. During the campaign period, many items ran out of stock!

2014 | |

Sponsoring a Channel is The Deal of A Lifetime

Advertiser: Panasonic Malaysia Sdn Bhd
Brand: Panasonic Corporate
Creative Agency: -
Credits: Panasonic Malaysia Sdn Bhd — Allan Wong (GM, Marketing Innovation), Hidekazu Sasaki (Marketing Director), Stella Lim (Executive, Advertising Communication - Marketing I); Vizeum Media Services (M) Sdn Bhd — How Yuan Yi (Client Services Director), Jessie Lian (Associate Media Director 6), Chan Mey Fung (Assistant Media Manager), Heryl Teh (Media Planner 8), Kwan Wei Mun (Senior Media Buyer)

The Challenge
Panasonic is a well known consumer electronics brand. Although brand awareness is high, it does not have a place in the hearts of women. After all, gadgets and women are like oil and water. They don’t mix well. How can Panasonic move beyond brand awareness amongst Modern Working Women?

The Solution – Insight & Idea
Beyonce, Marissa Mayer and Marina Mahathir are strong, independent and capable women of this generation. They are highly successful in their chosen field. Many brands and campaigns are built on the essence of the stereotyped 21st century Amazonian woman. But these Amazonian women are complex creatures and need time off too. When they reach home and kick off their high heels, a completely different persona and mindset takes over. They seek security. Finding comfort in their worn out bedroom slippers or a long hot shower. They retreat to a place where it is alright to be just themselves. As the media agency, we want to find and enter this space for Panasonic to build a real and honest relationship. Lifetime channel, a hugely successful channel in USA planned to launch on Astro 709. We saw this as the perfect media opportunity for Panasonic to be welcomed in. Lifetime is all about real women with real stories. Stories they can relate to. Stories which often strike a deep emotional chord. Like hand to glove, it is the perfect partner for Panasonic appliances for Women. Hence, media agency went beyond sponsorship of a programme. We were the sole Lifetime channel launch partner.

The Execution
For 3 months, as Lifetime channel’s launch partner, we created many customized content with Lifetime. From branded content to short form vignettes, to channel sizzles, we were ever present during this high interest launch period. We were able to bring not one but three Panasonic products to the limelight. For Panasonic Beauty products, Lifetime’s channel presenter shared beauty tips right out of a women’s magazine. Lumix camera appeared in Lifetime’s fashion show when our TVC was integrated into its programme promo. For Econavi products, Lifetime supported green conservation and shared smart tips from Econavi. Panasonic Lifetime launch partner status was further established through channel promos. These were beautifully crafted, conjuring feelings of warmth and love. The partnership was further strengthened with Panasonic present in Lifetime’s integrated channel launch plan. Programme end-tag, break bumpers, print ad exposure, online banners, on-ground activation, digital screen, ambient media, posters. Panasonic was there every step of the launch for 3 months. We even covered on-ground activation with Masterchef Australia’s Amina using Panasonic appliances for her cooking demonstration.

The Results
For 3 months, Panasonic dominated the entire Lifetime channel reaching 4.7million viewers. Engagement was at all time high at 81%. With this unique partnership, Panasonic’s brand parameters against our target group increased double digit: • Brand consideration increased 28% • Brand preference grew 36% • Total brand image scores improved 63% pre and post-campaign Total media value for Panasonic totalled RM8.7million, yielding an ROI of 19.3x. Lifetime Channel overtook Starworld and E! since its launch.

2014 | |

From Tin Cans to Raya Icons: AmbiPur breaks fast with Muslim Malays

Advertiser: Procter & Gamble (M) Sdn Bhd
Brand: Ambi Pur
Creative Agency: Geometry Global
Credits: Mediacom Malaysia— Saurabh Chandrashekhar (Associate Director), Muk Ho (Communication Planner), Jox Petiza (Content Strategist), Christine Lim (Executive, Interaction), Leong Jia Chi (Implementation Executive), Ivan Shim (Implementation Executive); Geometry Global — Elicia Wee (Account Director), Lai Yin Yee (Senior Account Executive); Media Prima TV — Bernard Martin (Manager, Client Services)

The Challenge
Ramadan is the biggest annual selling period as Malays stock up on food and presents for the family. It is therefore the period of mass advertising, particularly from food and beverage companies. Through this clutter, Air Care is often irrelevant. The challenge is to make AmbiPur relevant during this period.

The Solution – Insight & Idea
The breaking of fast (“iftar”) time differs slightly each day during Ramadan. Traditionally, this moment is marked by an announcement from nearby mosques. Modern Malays instead rely on mass media as their information source. Research indicates that Malay TV viewership peaks within an hour before the iftar, immediately before viewers turn their attention to eating and bonding. The idea was to capitalize on an existing program with strong ratings during this high viewership timeslot. Jom Berbuka, the highest rated prime-time Ramadan show that features famous Muslim Malay celebrities breaking fast, was the perfect opportunity. Shopping insights tell us that there is an inherent appeal of collectible of food storage items, such as cookie jars. This is because they are used to serve treats to visitors during Raya open houses. AmbiPur already had an existing asset they could leverage on, in the form of stackable “Mamat family” tins. Combining the two insights, we turned the Mamat tins into cartoon characters and featured them on Jom Berbuka. Each episode followed the Mamat family adventures, ending with an important Ramadan message. We would infuse the key message that AmbiPur keeps their homes fresh and clean even after cooking the festive savory dishes.

The Execution
Each Jom Berbuka episode kicks off with the Mamat family, featuring Pak Mamat (dad), Mak Siti (mom), Kak Ani (daughter) and Dik Atan (son). Their adventures are strategically placed upfront to capture maximum attention. In between commercial breaks, which are typically the times when audiences’ attention wane, the animated characters would perform household chores such as spraying the air with AmbiPur. At the end of the show, the Mamat family would reflect on what they learned from the episode, mirroring the Ramadan values. An example of this is how children should help their parents with household chores. To take the message beyond Jom Berbuka, we also created 30-second capsules showcasing the Mamat family. These focus on giving quick tips for Ramadan and Raya, including the tedious “balik kampong” journey when families drive back to their hometowns. To amplify it beyond TV, we engaged bloggers to distribute this content online, reaching their strong base of faithful readers. Through the Mamat family owned asset, AmbiPur became an integral part of the iftar entertainment, cutting through the clutter.

The Results
AmbiPur was the scent of Ramadan and Raya. The Jom Berbuka integration cut through the intense clutter and delivered >74% reach, generating a massive 5.6X ROI. This includes 55million impressions online with 34X better click through rate than industry standard. The blogger outreach delivered >1million views, while 8,000 Facebook likes delivered organic shares. Sales sky-rocketed with nearly one million incremental AmbiPur products sold during the campaign, up +27% month-on-month and beating our target by 16%.

2014 | |

Taking On A Giant With Only 10% Of Their Budget

Advertiser: Nokia Malaysia
Brand: Nokia
Creative Agency: Wunderman International Philippines & Hogarth Worldwide Pte Ltd
Credits: Carat Media Services (M) Sdn Bhd — Milla Sheridan (Business Director), Carmen Tong (Planner); Nokia Malaysia — Eda Lim (Head of Marketing), Chin Ee Ling (Marketing & Activation Manager)

The Challenge
Footfall into Nokia Stores was low. We needed a way to get latest Nokia devices into consumers’ hands, especially tech embracers who are predominantly young adults, so that they could experience the uniqueness of these devices for themselves. But we only had a fraction of Samsung’s million Ringgit advertising budget.

The Solution – Insight & Idea
We needed to be present and get consumers to experience our phones where they are. Youths love carnivals and events, especially the ones where they can engage with celebrity icons. Astro Planet Gempak was one of the largest ground event featuring celebrities. We knew that Samsung would be present at Planet Gempak due to the sponsorship of Akademi Fantasia. Nokia needed to be part of it too, but we just didn’t have the funds! We also learnt that a tech TV program on Astro Awani, Gadget Nation has a strong following amongst mobile early adopters. Additionally, Astro Awani would be present at Planet Gempak! As opposed to Samsung’s million dollar sponsorship cost, our strategy was to use this niche program (with only 10% of Samsung’s investment) to amplify Nokia’s presence onto a much larger platform. The Idea: Position Nokia as preferred choice through association with Gadget Nation program and get on ground into Planet Gempak.

The Execution
Nokia sponsored 2 customized episodes, called The Nokia Edition, which saw newly launched devices tested and reviewed by the host, a celebrity icon, Adam Carruthers. The partnership was extended on ground where a Nokia Experience Zone was created within the Astro Awani booth at all four Planet Gempak events. This saw people walk into the booth to experience Nokia devices for themselves. Nokia promoters were on hand to facilitate the trial of the devices. The TV programs were also streamed live via the Astro Awani website and mobile platform for extended reach. They were promoted via on air program promos, online as well as on mobile platform. Other exposures included 30 seconds product TVCs on air and 15 seconds video adverts online and on mobile. Nokia was also featured twice in Bisnes Awani news program. Great moments throughout Planet Gempak events were captured with Nokia Lumia 920 and featured with credit mention, as special series within Astro Awani website. Nokia was not only present on TV, but on ground, online and on mobile too.

The Results
At nearly 90% lesser in budget versus Samsung and with 11.7 ROI, Nokia was not only present on air but also on ground, online and on mobile. We reached nearly 500,000 viewers for The Nokia Edition shows and other on air exposure. The Nokia Experience Zone was also exposed to nearly 800,000 patrons of Planet Gempak.

2014 | |

Solvil et Titus Celebrates Couples Romantic Journeys.

Advertiser: City Chain
Brand: Solvil et Titus
Creative Agency: Universal Mc Cann
Credits: City Chain (M) Sdn Bhd — Lisa Soon (General Manager), Lynn Ee (Marketing Manager) Universal Mc Cann — Rina Low (Business Director), Joyce Lee(Senior Planner), Pollyanna George Joseph (Project Manager, Brand Content), Jasmine Chan (Finance Executive), Shan Lim (Assistant Buying Manager)

The Challenge
A prominent Hong Kong based watch brand Solvil et Titus that is popular amongst Chinese charted its course to go after Malays. Malays had little or no awareness towards the brand. There was also no culturally relevant materials to latch on to engage them.

The Solution – Insight & Idea
INSIGHT: Malays are hopeful romantics. Love plays a very important role in their lives. Any occasions that allow them to celebrate their love journey are taken seriously. The watch is a very important item to have as a couple because it underscores and symbolises “timeless love”. It is not at all cliche. STRATEGY: Humanize the brand through real conversations, authentic content, and active engagement to influence purchase decision. Emotional connection is supremely important to engage down to earth Malays and to drive awareness and advocacy amongst them. IDEA : Marry Solvil et Titus with Malays through celebration of their life milestones – engagements, marriages, or having the first child. Media agency recommended a sponsorship platform to build the brand through “Romantika” a programme that highlights lives of A list celebrity couples who recently celebrated their love journey. Time is Love was integrated into the storyline, each story customized to the featured celebrity.

The Execution
We found that Astro Ria mapped our audience profile perfectly with the right affinity and income distribution. Solvil Titus sponsored the entire season of Romantika, where 13 A list couples were featured. Power couple Linda & Beego, reminiscensed their past and shared a secret no one knew about. Their symbol of love is indeed Solvil Titus, a special gift she received from Beego many years back and is still treasured today. In that particular episode, their emotions heightened when reminded of their loving past. One episode featured Fouziah Gous, a top local model on her pre wedding photo shoot wore Solvil throughout and picked up by paparazi even before the telecast of Romantika. The photos set talk shows and entertainment sites ablaze. Another couple – Hattan & Arianie renewed their marriage vows wearing Titus as symbol of love. Real, inspiring stories complemented Solvil Titus perfectly. Creative vignettes were produced using exclusive footages from Romantika and used as TVC, perfectly relevant to the Malay audience.

The Results
Consumers were love struck. 400,000 viewers were reached and offline buzz were generated when inspiring stories got picked up by media publishers and entertainment sites as content. Sales of Solvil et Titus improved 17% vs the same period last year. 9% of watches sold were specifically featured in Romantika.