2014




2014 | |

Point of Dissonance to Point of Conversion

Advertiser: Dutch Lady Milk Industries
Brand: Friso
Creative Agency: -
Credits: Universal Mccann - Ramakrishnan CN (Senior Vice President), Chinar Joshi (Strategic Director), Goh Soo Mei (Associate Director), Cathryn Pak (Media Manager), Stephanie Chin (Operations Director), Chow Lee Kheng (Senior Media Buyer)

The Challenge
The safety of infant formula milk was severely compromised when Fonterra & Danone announced that bacteria were found in their products, which could cause botulism, a potentially fatal disease. The contamination struck widespread fear in Malaysian mothers which impacted Friso. Friso had to take proactive actions to stem the crisis.

The Solution – Insight & Idea
Insight: The breach of trust by some brands, made mothers re- evaluate their current brand, with source of the milk becoming the focal point in their decision. As no competitors controlled the supply chain, and couldn’t reassure mothers about the source, we could position Friso as the SAFE CHOICE, which had Grass to Glass control over it. Strategy: With government & news editors keen to prevent a widespread panic, we found a unique opportunity to reassure mothers and highlight that Friso Gold was fully imported from Holland, and owned by farmers ensuring complete supply chain control, from the grass that cows eat to the milk that is produced. Idea: We understood that news of milk contamination would be widely reported and covered by media, worried mothers would lap up every bit of information. Therefore we planned to target them right at the point of dissonance i.e news programs. Within 48 hours of the first breaking news, we partnered with news editors to come up with first ever ‘Breaking News’ capsule showcasing how FRISO was uniquely placed amongst all the competitors to ensure control quality. For maximum impact our ‘Breaking News’ segment followed the news coverage of the crisis.

The Execution
Friso wanted to not only position itself as the safe alternative, one that moms could rely on, but also to reassure a worried mother that her baby’s well being was in expert hands. With this in mind we decided to showcase Friso’s Gold Quality control over the supply chain, right at the point of dissonance i.e. TV News. Within 48 hours of the contamination report breaking out, we developed a “Breaking News” capsule that featured expert nutritionist and Friso Brand team showcasing how Friso maintained complete quality control from the grass cows ate, to eventual packaging, therefore being in a unique position versus competitors to ensure quality. With Prime Time News being the key source of information for worried moms, we partnered with TV3, TV9, 8TV, NTV7 strategically deploying our “Breaking News” segment. It was aired immediately after the News Anchor updated viewers on latest developments. Friso was uniquely placed to offer a solution to consumers immediately after they were updated on the crisis, thereby assuring mothers and inviting them to be Friso Moms.

The Results

With only 1 day exposure the campaign reached 862,000 parents within an evening & suddenly repositioned FRISO as the only ‘safe’ choice. This has converted an all-time low of market share in August 2013 to a 1.4% increase in market share in the next 4 months! FRISO emerged a surprise winner in the category, with majority of other competitors bracing market share decline in this period.

2014 | |

DiGi made Conventional TV into Social TV

Advertiser: DiGi Telecommunications Sdn Bhd
Brand: DiGi Easy Prepaid
Creative Agency: TBWA
Credits: 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 has 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 driving data usage.

The Solution – Insight & Idea
Television remains a key entertainment space for youth; however, they no longer passively watch television. 57% of TV audience supplement their TV viewing habits with their smartphones. The agency saw an opportunity from this insight to drive immediate data usage, i.e. revenue for DiGi. DiGi was already embarking on Buddyz Season 2 on TV. Instead of the same old branded content for the TV idea, why not make Buddyz, a social TV activation? Here we could use technology to enable conversations and social interaction in the context for our TV audience who were already consuming Buddyz Season 2.

The Execution
First we secured a prime slot on Astro Ria to air the weekly 16- episode mini-series. During every episode, we created a “cyber living room” enabling interaction around the episodes via the audience’s second screen (smartphones or tablets) in the social space. The audiences were able to interact with the cast through their mobile devices. The TV audience were able to tweet to their favorite cast member, live, making the episodes more engaging. Buddyz’s cast such as Shaheizy Sam, Alif Satar, Eliza Razak and Wawa Zainal tweeted during the episodes getting their fans to participate in the conversations.

The Results
Buddyz Season 2 was watched by 2,400,000+ viewers across 16 weeks on television and drove 150,000,000+ exposures on social space. •The social TV activation helped pushed 70% of the audience to recall DiGi’s offer •DiGi Q3’13 vs. Q3’12 mobile- internet revenue +5.8% •Q3’13 vs. Q2’13 Prepaid subscriptions +3% •75% of the Malay youth could name the programme title correctly •Youth Q3 Brand Preference +6% •Malay youths started using #buddyz #digibuddyz across social conversations.

2014 | |

Driving subscriptions using competitor’s viewership

Advertiser: Telekom Malaysia Berhad
Brand: Hypp TV
Creative Agency: TM
Credits: Universal McCann — Jennifer Yean (General Manager) , Chek Yin Huay(Media Supervisor), Tan Ming Kim (Media Planner), Lim Nian Shan (Assistant Buying Manager), Mohd Shah Rezza (Media Buyer)


The Challenge

Households with UniFi/Streamyx have HyppTV service which viewers do not tend to switch on as they already own ASTRO decoders amounting to a loss for TM in terms of audiences and revenue. The challenge was to win back HyppTV audiences from Astro.

The Solution – Insight & Idea

Insight: By the sheer number of years for which Astro has reigned over the Malaysian households as the primary source of entertainment, it has become a kind of household habit for most Malaysians. Whenever they think of entertainment, they tend to assume Astro to be the best and only source. Strategy: HyppTV had to plant the idea that there is a better and alternative option for consumers and it is readily available in their homes. It was important to break the habit by triggering dissonance in the mindset of users by using the Astro programming and hijacking it with a view of HyppTV’s fresh content options. Idea: What if we used Astro to beat Astro? Using ‘content mirror based,smart media scheduling strategy’ on Astro, an orchestrated attack was launched to hijack the Astro content showcase with HyppTV messages. Targeting content affinity viewer clusters, HyppTV’s mirror content of the same genre was showcased to the viewers. The viewers would then be exposed to a whole new and exciting world of HyppTV content,even while they are watching Astro.

The Execution

A two pronged approach was deployed to make audiences switch their HyppTV sets. Disrupt: We targeted viewer clusters and went after ASTRO’s own content by introducing guerilla Ad placement. HyppTV content ads were showcased within ASTRO’s main programs. One of the top rated programs in ASTRO was The Voice, where we placed ads for HyppTV’s X Factor, knowing well that the viewers of Voice are the ones who would want to watch X Factor as well. We achieved 75% prime time segment reach against the total programs, and by the two pronged approach managed to entice audiences to start considering HyppTV as an appealing entertainment platform. Remind: HyppTV content was strategically placed within high viewership programs for to place the idea of entertainment content available on HyppTV. One of the examples was to use HyppTV BPL content snippets within the sports news segments. So essentially, Astro viewers were made to watch HyppTV’s exciting content on Astro, but in a limited manner, to tease them with the appeal of HyppTV.

The Results

The strategic placements successfully reached more than 78% of total TV viewers at a frequency of 19.1. The campaign reached 67% of the viewers more than 3x and exceeded the sales by 48% and 70% contributed to the new installation.

2014 | |

Nestle CRUNCH WAFER munch amongst Teens through “Oh My English”

Advertiser: Nestle Products Sdn Bhd
Brand: Nestle CRUNCH WAFER
Creative Agency: J Walter Thompson Sdn Bhd
Credits: Mindshare — Cindy Chia (Director, Client Leadership), Allison Chin (Head of Trading), Rowena Ayaton (Associate Director, Client Leadership), Christine Poe (Manager), Lisa Wong (Senior Executive), Grace Ong (Executive), Su Leng Chiang (Executive)

The Challenge
We wanted Teens to call Nestle CRUNCH WAFER their snack of choice. But it was not an easy task: As a new entrant in the Confectionery category, the big challenge was to build awareness, generate brand imagery association, and ultimately be relevant to our target market.

The Solution – Insight & Idea
Sleeping. Studying. Television. Those are the top 3 weekend activities for our target group. For them, humorous content is a lifesaver after a long school week. And fun, cool trendsetters (i.e. celebrities) take the top spot in their quest of self discovery. So, how do we tap into this insight? By collaborating with Astro’s “Oh My English”, the hot TV Show whose characters had a cult like following among our target. To further personify our brand values, we worked with Astro to create a brand new character that can truly represent the core brand essence of Nestle CRUNCH WAFER. And we introduced viewers to Nurul Farhani, or Hani for short, the new bubbly student from Shah Alam. A typical teenager itching to try something fun, Hani sometimes however lacks the confidence to truly make it among her peers. But all is not lost, because she gains a special boost in confidence every time she munches on her favorite snack, Nestle CRUNCH WAFER. It doesn’t hurt that her classmates are huge fans of the snack as well!

The Execution
To achieve our goal, we negotiated 17 episodes with seamless product integration and brand exposures within the program. We worked closely with Astro to dramatize our “crunchier wafer” proposition by adding our signature ‘crunch’ soundbites from our Television commercial material, whenever a character in the show eats our product. What’s more, we also used Oh My English to launch a new Nestle CRUNCH WAFER flavor since we do not have a Television ad for it. Working with Astro, we made creative fillers such as a pseudo- episode featuring Oh My English’s main characters having a conversation centered on CRUNCH WAFER, leveraging on the entertaining and educational platform of the program. This creative filler was aired across Astro channels and was also featured in Oh My English magazine for wider reach.

The Results
Branded episodes have seen by more than 50% Teens and aggregated endeavor watched by 1.7 million viewers. With healthy amount of buzz generated on Oh My English’s digital assets creating strong engagement and generating plenty of earned media. The result? 1) CRUNCH WAFER gained traction among Teens (+5%) 2) Helped sustain brand awareness despite whooping assertiveness of competition 3) Ultimately, helped increase 2 market share points, versus last year (Source: AGB Nielsen and Milward Brown)

2014 | |

Celcom A Malaysia Journey

Advertiser: Celcom Axiata Bhd
Brand: Celcom
Creative Agency: M & C Saatchi
Credits: Zenith Malaysia — Espee Wong (Media Manager), Chai Yee Mun (Associate Planning Director), Agnes Yee (Group Planning Director), Hazlen Hanif (Media Buyer)

The Challenge
When it’s about network superiority people broadly feel all service providers are same. They are cynical about them and is more prevalent among the urban affluent people who predominantly believe Maxis has the best network. It was challenging. Celcom had to persuade these cynics about its network superiority over Maxis

The Solution – Insight & Idea
Malaysian urban affluent people are a difficult lot. Convincing them is a tight rope walk. Without a hard- core demonstration of proofs they are not going to get persuaded. On the other hand if it is not entertaining they will immediately switch themselves off. Even in the entertainment arena if a brand takes a pivotal role, they will find it as a turn-off. The strategy was to demonstrate Celcom’s network superiority through captivating entertainment where the brand itself is incidental. To come up with a compelling idea we had to explore the world of our target audience pretty deeply. They are time-poor. Daily routine dictates their life. The deep mundaneness of daily life instils a keen craving for adventure in them. They take television as their window to satisfy this craving. That’s why adventure and travelogue programs are pretty popular among them. History channel had the highest viewership rating among them for a nationwide travelogue program that can showcase Celcom’s network strength. Our idea was to position Celcom as her partner in adventure. The brand role was planned to kept incidental

The Execution
Jamie Dempsey whose family is settled in the US was our rider. This six episode TV program showed how Celcom made it possible for Jamie to keep in touch with her family anywhere in Malaysia. She called, texted and Skyped only to get an immaculate service from Celcom. Celcom had incidental and scripted product integration in all 6 episodes. Each episode highlighted the strength of Celcom’s coverage throughout Malaysia – from voice and data connectivity to Celcom WiFi hotspots. Episodes brought alive the Celcom Blue Cube outlets: their wide presence, their efficient services. The reliability and accessibility of Celcom network was emphasized intelligently to drive the point of network superiority. The episodes subtly exhibited Celcom billboards to further emphasize its ‘fastest territory’ proposition. The episodes were then cut into vignettes that run across key international channels to broaden its reach to our target group

The Results
Celcom had successfully taken a journey with Jamie to the heart of Malaysian consumers, reaching over 826,000 viewers in Malaysia. Attained PR value over RM1million Media ROI of 8x