2014

The Challenge
Quaker introduced Oats For Rice (OFR) offering healthy complement to rice. Product is aimed at Malay marketing housewives.. The challenge: how do you convince Malay consumers who has strong taste palette to include OFR into their daily food consumption in a country where taste takes precedence over healthy option.

The Solution – Insight & Idea
We know for a fact that traditional Malay cuisine are daily staple food for Malay housewives, be it breakfast, lunch or dinner. They have very strong taste pallet and is not likely to switch to oats even if they know it’s healthy. Malay housewives love their local food and it is impossible to convince them otherwise even if you tell them it’s laden with calories. Rather than fight head on with these traditional food, we decided that OFR should be a part of these traditional repertoire i.e. nasi lemak, nasi biryani etc. It was a brilliant idea of marrying taste and a healthy product! We needed to demonstrate this innovative concept. 1) We know our target often watches cooking programs in search of new recipe for the family. They are house proud and like to please their husband and kids especially when it comes to food. 2) Celebrity chef commands a big following amongst them. We pitched for a 3minute branded segment within popular cooking show 5 Rencah 5 Rasa (5R5R) hosted by renowned celebrity Chef Sherson. Across 13 weeks, our 3 minute segment brought to life how OFR became a part of Malaysian staple food.

The Execution
Across 13 weeks, Chef Sherson included Oats for Rice into various staple Malaysian cuisines. For every 2 scoop of rice, we add 1 scoop of OFR. From Nasi Tomato, Nasi Lemak, Garlic Pilaf Rice and Nasi Nyonya, Chef Sherson demonstrated how easily one can have the best of both worlds i.e. taste and health. Chef Sherson also educated viewers on the health benefits of Quaker Oats for Rice and the right usage in every 3- minute sponsored segment. A recipe book featuring all 15 local cuisine recipes was created, strengthening OFR entry into the local food repertoire. The 13 3minute segment were featured on tonton.com.my, Media Prima’s online platform, to cater to viewers who prefer to consume content at their own convenience.

The Results
Sales volume increased by 16 times in the month of September and sales numbers continue to grow till year end 2013 with additional 15%. Total branding value of RM2,574,000 was achieved from the program. The 3 minute branded segment reached over 70% of the target audience, with peak viewership at 813,000 per episode.

The Challenge
Gillette is the market leader in the Razor market but needed to push its superior MACH3 variant. We needed to get Malaysian men to see the value of owning a Gillette Mach 3, a premium razor launched in a market that views razors as basic commodities and nothing more.

The Solution – Insight & Idea
It’s not about selling men a shaver, but creating a desire to own an engineered product. Our target viewed razors as basic commodity but when it comes to their top three interests- Gaming, Racing, and Mobile Tech, they value the same things Gillette offers: Speed, Technology, and Performance. Gillette’s recent investment in Formula 1 provided us with the inspiration we needed. We would find the way to link this unique sporting opportunity with Mach 3 to freshen the brand and accelerate awareness and engagement with Mach 3 products. Gaming ranks within the Top 3 activities that male smartphone users spend time on. More than 70% of smartphone users in Malaysia had ever played games. Thus, to make consumers aware that Gillette’s technology, engineered for performance, provides the “Winning Edge”, we identified the perfect platform in the shape of Real Racing 3, a car racing mobile game. Not only did it reflect the technologically advanced identity of Mach 3 but it had a strong user base that precisely matched our core target audience: 91% were male and the average age was 31. With the in-game integration, advertising is now organic to the game environment and non- disruptive to the gameplay experience.

The Execution
Gillette Real Racing 3 was an immersive and highly interactive mobile gaming platform centered on the thrill of racing and winning that spanned over 12 weeks. Gillette linked its branded elements with the players gameplay experience that emphasized “Performance & Speed”.

• A Limited Edition Gillette McLaren car was launched for players to use. Those who already owned a McLaren had the option to re-spray their car with Gillette detailing.
• We also launched two Gillette in- game race challenges. Each competition comprised of four brand new courses, set up with 100% Gillette branding seamlessly integrated around each track.
• Weekly in-game events promoted our Gillette races and offered discounts on the Gillette McLaren car.
• Gamers benefitted from more events, additional races and the opportunity to earn in game currency, all the while being exposed to Mach 3 branding.
• Additional banners and interstitials promotional media were also placed within other games and also on Facebook to promote the Gillette in-game sponsorship
• TV & Online Commercials featuring Real Racing 3 were aired to amplify the campaign.

The Results
RR 3 mobile in-game integration linked the brand with Speed and Performance in just three months.

• Unaided awareness increased by 67% and >90% agreed it “Gives a Smooth, Close and Fast Shave”
• 96% bought MACH3 after playing RR3
• 81% applied Gillette brand elements on their cars
• 95% raced on the sponsored tracks and 70% watched the videos completely
• 87% wanted more Gillette sponsorships in their games (exceeding EA CPG Norms benchmark of 65%)

The Challenge
Samsung launched an entry level smartphone, Galaxy Y Neo, in an effort to enhance the mobility experience of feature phone users. We were tasked with convincing these tail-enders to migrate into the 21st century. But, we needed an Ice Age to make this GREAT MIGRATION to happen.

The Solution – Insight & Idea
[Reality is TV, TV is reality]: Our core audience, the Young Urban Malays are especially fascinated with the reflection of their reality on TV. These content junkies craves the emotion, passion and action that reality shows offer. They have high affinity towards music, gossips, TV and digital. [Astro, the big boom]: Astro’s Ria and Media Prima stations were gaining a lot more traction with our target audience. Ria and Prima have led the charge in helping Astro Malay achieve audience growth of 78% over the past few years. [Content beyond plain vanilla]: Whilst we understand that branded content drives engagement, our audience is constantly looking for additional content, all the time. Our audience are equally interested in peripheral and insider content. And they want it across multiple screens (77% watch TV alongside another device). When Akademi Fantasia (AF), Malaysia’s most popular and longest running talent search TV reality show, announced it was coming back on air, we saw an opportunity to power it up with Samsung. [No ordinary sponsorship]: We wanted to create a content experience to our audience across different platforms. Our idea: “Samsung, where everything begins” was seeded into the sponsorship and content.

The Execution
We created 5 unique experiences surrounding the Akademi to enhance • ‘Shorts’ on the shortlists: covered contestants’ lives, emotions, motivations and how Samsung enables them improve their singing performance (4 episodes x 30mins)

• Galaxy Entri, second screen: app that allowed smartphone users to become judges to vote 2 shortlists directly into the final 10
• AF Buzz: in-depth discussions about contestants by host Hanis Zalikha
• AF Daily Diaries: host Hefny Sahad shared AF latest updates weekly
• TGIAF: inside scoop of AF’s behind the scenes hosted by Hanis Zalikha And to top it all off, the Samsung Galaxy Vibe Meter allowed users to send comments and encouragement to contestants preparing to compete in the final showdown. Samsung smartphones were integrated throughout AF, its bespoked companion content and collaterals.

We ensured Galaxy Y Neo was built into the show via [1] Product integrations; [2] Visual signage in the show; [3] Verbal endorsements from judges, hosts and participants; and [4] Product and functional usage demonstrations.

The Results
Samsung’s content bouquet became the most apt support for rejuvenation of Akademi Fantasia: 4,640,000+ unique viewers tuned into finale making AF the most popular reality-music show, 17,000,000+ social media impressions, features in newspapers and on TV, 25,000 fans downloaded the app to vote for their favorites, 80,000+ attended Prelude concerts; ratings increased 20%, 55% surveyed audience recalled Samsung as AF’s Main Sponsor Sales spiked across all lower-end smartphones rather than just Galaxy Y Neo.