2014 | Finalist | Best Use of Television / Cinema Screen
Advertiser: Johnson & Johnson Brand: Clean & Clear Creative Agency: Mindmade Credits: Universal Mccann — Ramakrishnan C.N. (Senior Vice President), Chinar Joshi (Director, Strategy & Consulting), Velda Kon (Associate Director), Christina Wong (Senior Media Planner), Callie Jang (Media Planner), Michelle Lim (Senior Buyer)
The Challenge
Clean & Clear, a popular teen skin care brand witnessed continuous market share erosion, and was losing relevance with teens. Our task was to arrest sales decline, and re-stage the brand with the teens and engage them.
The Solution – Insight & Idea
Insight: Teenage is turbulent time for girls, peer pressure, academics, changing physicality, love etc are just few of the issues which teens have to deal with. Amidst all this, she finds solace and comfort in the company of her Best Friend, a friend who mirrors her life and emotions. Strategy: We decided to Sponsor Astro’s latest teen soap Sahabat. The show revolved around a group of teens and their life. The storyline was a perfect fit with C&C’s brand footprint. Our strategy was reinforce C&C’s relevance in a teen girl’s life via the usual contextual product placement but with a twist. Idea: A standard sponsorship is cumbersome process, clients and agency work together to integrate and retro fit products into storyline. A Director feels that a Product Placement though financially sound, hampers his creativity, and clients always feel that they are not getting enough $ value. The inevitable creative conflict usually results in product being introduced without context or relevance, therefore instead of feeling like a part of the script and something natural within the show, it ends up standing out like sore thumb. Media agency executed & integrated products much after the shoot was done and episode finalized.
The Execution
We used a first ever technology in Malaysia, and chose specific scenes, where we wanted to place our products. We could select exact scenes and duration, and ensure our products are seen in a contextually relevant manner, and doesn’t seem like a force fit into the script. We employed the hitherto unused technology to change the dynamics of in-show product placement. For instance we placed a C&C poster in one of the character’s room, the placement of poster worked perfectly within the environment of teen girl’s room, we were one of the posters on a wall by her bedside. The uniqueness of the placement stemmed from the fact that unlike other sponsorship where protagonists are shown holding products without context or situational requirement, our products appeared integral to character’s life. At no point did it feel forced, the script wasn’t modified neither were the camera angles decided keeping in mind the product to be shown. C&C truly integrated with the show, and made its product appear as subtly as possible, and natural teen lifestyle.
The Results
The sponsorship garnered 10.1 ROI! We successfully reached 1.042 Million of our target teens viewers. Our Facebook fan base increased by 32%. Consideration for C&C among teens reached an all time high, and the sales volume surged by an astounding 20% during campaign period!
2014 | Finalist | Best Use of Television / Cinema Screen
Advertiser: Permanis Brand: Revive and Pepsi Creative Agency: - Credits: Carat — Allen Phang (Senior Planner), Carmen Wong (General Manager)
The Challenge
Raya is traditionally a happy occasion with food and merriments. But not if you are less fortunate. The monumental challenge that Revive and Pepsi took on was to organize the largest crowdsourcing initiative to bring cheer to the less fortunate during Raya.
The Solution – Insight & Idea
Ramadhan is not about enjoying breaking fast at the longest buffet line. It is a holy month to purify one’s soul via abstinence during the day and charity throughout the month. Muslims are encouraged to be generous with donations during Ramadhan to achieve more “pahala” or blessings. In this spirit, Revive and Pepsi did not initiate this campaign to increase sales. It was a genuine effort to help the less fortunate. To make this big, Revive and Pepsi created a movement by involving all Malaysians to bring cheer to the less fortunate people. TabungMerisikKhabar (Caring for your welfare Fund) was the instrument. We pursued this noble cause by contributing 10 cents from every bottle sold during the Ramadhan period. Proceeds from the initiative were used to help the very poor or people going through extreme misfortunate such as losing their limbs or needing dire medical attention etc. We knew that we needed to deploy a multi-media approach, but we needed a lead media to lead it. TV is a high reach medium and we needed to leverage on this. So we looked for a TV partner, which lead to Astro stepping up to join forces with us in this venture.
The Execution
This noble cause kicked off with the difficult task of selecting 20 families who would receive help. Then, the collaboration with Astro Prima kicked off. Astro Prima’s popular show Primadona hosted our MerisikKhabar segments which captured and brought to life the sad stories of these families. These stories were heart wrenching and showed the dire state the families were in. They were emotionally broken. They were yearning for help. Through the MerisikKhabar segments, we were able to share these stories, highlight their plight and appeal to the majority of viewers to join forces and do their part in reviving the joy of Raya for these families. Festive promos were also aired for more awareness on this cause, and to generate that extra push, we combined TV with celebrity appeal. The TV campaign was further amplified with radio, Facebook, point of sale and newspaper support.
The Results
TabungMerisikKhabar collected over RM150K in 2013, double that of other Revive CSR effort and made MerisikKhabar larger than life. 25 families instead of 20 families received help. Despite no sales KPI to agency, it increased 8% in a hugely saturated market driven by price promotions and fun campaigns. The smiles from the families were priceless, being the greatest result of them all.
2014 | Finalist | Best Use of Television / Cinema Screen
Advertiser: Tesco (Malaysia) Sdn Bhd Brand: Tesco Creative Agency: Spin Communications Sdn. Bhd. Credits: Maxus Malaysia — Shieng Yee Lim (Media Planner), Agnes Wong (Senior Implementation & Buying Manager), Faraz Shams Khan (Assoc. Business Director), Lorraine Capel (Managing Director)
The Challenge
Retail price wars are fought in the press, with their 1-day lead time for material submission. During Chinese New Year, TV has 25% higher viewership but its 5-day submission lead time meant that retail price ads could never air on TV. Until now.
The Solution – Insight & Idea
“Never say never” drove this campaign. Instead of negotiating on the usual factors such as price and programme, we worked together with Astro TV team for a win-win: Tesco broke new ground with TV advertising and Astro had a new revenue stream.
The Execution
A template that formed the basis for the 10-second TVC. When the product and price were released on a Thursday by Tesco, they were placed into the template by the production team. The lead-time was only 1 day for submission of material to Astro (this was negotiated to ensure competitive edge). The TVC was ready to air with a competitive product and price promotion on the upcoming Monday, on a platform that had no similar competitive ads. This was repeated every-week for 3 weeks for key product lines that needed to be pushed to the consumer. To ensure measurement & effectiveness of this new trial – relevant to sales, these products were not advertised anywhere else. To cut through the festive clutter, the 1st ad in the break was negotiated across primetime for Chinese programming. Tesco raised awareness of its products and prices to more people than ever.
The Results
This was a 1st in the Hypermarket category innovation for Tesco. Stocks in Tesco, of the products advertised, were sold-off the shelves within the 1st half of the day.. EVERYDAY for that week!
2014 | Finalist | Best Use of Television / Cinema Screen
Advertiser: Samsung Brand: Samsung Galaxy S4 Creative Agency: -nil- Credits: LiquidThread — Siti Khairuddin (Associate Director – Brand Connections), Asreena Ramdan (Senior Project Executive); Starcom — Johanizam Johari (Media Planner)
The Challenge
The launch of Samsung Galaxy S4 (SGS4) coincided with Malaysia’s 13th General Elections (GE13), the challenge was to break the political news clutter and divert attention to this new product. The goal was to announce SGS4’s launch and showcase its new features.
The Solution – Insight & Idea
We knew that our audience’s attention and prioritization would be on GE13. It would be pointless to fight for their attention to introduce the SGS4 with a regular thematic TVC. During this period, all eyes will be glued to the TV for the latest updates of GE13. Our audience will be anxiously flickering through multi channels, especially during commercial time, in search of the latest GE13 updates. Embracing SGS4’s positioning as “Life Companion”, instead of battling the GE13 space, our idea was to complement the environment and situation of the time by being part of the hype and excitement of GE13. SGS4 became Malaysian’s “Life Companion” through a series of news capsule on television that helped remind and announce the GE13 latest updates. Samsung became the Malaysians’ Life Companion at GE13.
The Execution
We needed to ensure that we engage all Malaysians during this important period. The 20s news capsules, available in 4 different versions and 3 different languages, were aired across main TV news channels – Media Prima and Astro platforms (such as Astro Awani news, Astro AEC news, TV3’s Bulletin Utama, NTV7 Edition, 8TV News, Berita TV9). The news time belt became our primary platform to release latest GE13 updates, and Samsung Galaxy S4 will ‘host’ these news capsules. On the TV screens, our audience saw the new Samsung Galaxy S4 design and shape with the latest GE13 updates. Samsung Galaxy S4’s new features – super slim body, super wide HD screen, and even Air Gestures™ were demonstrated throughout these capsules. Samsung successfully positioned the new Galaxy S4 as Malaysian’s Life Companion. We made it happen through one of Malaysia’s important milestone event, the 13th General Election.
The Results
Samsung achieved to launch the new phone despite the news clutter during GE13. The capsules reached 4,756,000+ audience across Malaysia’s news channels. Achieved xx ROI.