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 | |

A Historic Day in Radio require a Historic Gift

Advertiser: QSR Brands (M) Holdings Sdn Bhd
Brand: KFC
Creative Agency: BBDO (Malaysia) Sdn. Bhd.
Credits: Universal McCann — Rina Low (Business Director), Wong May May (Associate Director),Lim Yee Wen (Media Planner),Way Chooi Yee (Media Planner),Nur Alina Tan binti Abdullah (Senior Media Buyer), Tham Hui Ying (Media Planner), Cheng Xiu Wei (Media Planner)

The Challenge
With consumer spoiled with choices in Fast Food category, driving foot traffic is challenging despite its tickling their taste buds. With walk-ins reducing naturally during the festive season, our task was to ensure spectacular launch for KFC’s Golden Chicken Wrap for CNY 2013 and counter McDonalds’ festive offering.

The Solution – Insight & Idea
INSIGHT: Whenever someone gets a gift wrapped with a nice bow, it adds to the occasion, the excitement, the expectation and surprise of finding the gift after peeling through the layers of wrapping, is one of the most genuine and heartfelt moments. Malaysians, however don’t always wrap their gifts, the extra effort is made only for special people. More importantly, that moment opening a present is even more special.
STRATEGY: We devised a cutting edge strategy that activates consumer’s 5 senses to heighten the sensorial pleasure of opening a gift wrap and make every moment of opening a KFC Golden Wrap special.
IDEA: Every day, even though our morning newspaper carries fresh news it is not unique, more often than not the same old mundane look. We decided to surprise Malaysians on a fine lovely morning to have their morning paper delivered and gift wrapped. We used high quality wrapping paper to activate their touch and feel senses with injecting sensorial pleasure of unwrapping their golden gift. It was a first ever.

The Execution
Leveraging on the power of breakfast time belt, it started off with the outgoing DJ – Ean, where they were put through series of golden challenges every morning to test if they deserve to be the all new breakfast DJs. The ultimate challenge would earn Jin and Ryan a special golden gift which had the boys dying in anticipation. The suspense was carried through all time belts rooting for them. Viral videos of the challenges went ablaze on the internet creating talking points across fellow DJs and listeners. Their sensory was heightened on the day of the ultimate challenge. Both were blindfolded and escorted to a secret location, and presented with Golden Wrap first of its kind in Malaysia. Jin and Ryan unwrapped the new KFC Golden Wrap Chicken bit by bit, live on radio before media, consumers and listeners. All who tuned in were engulfed with delicious sounds of the unwrapping of KFC Golden Wrap Chicken. What a way to welcome the all new breakfast show DJs on radio!

The Results
1.2 million listeners were reached, top of mind awareness soared by 12.5% directly at the expense of McDonald’s in the same quarter. This resulted in a jump in visitation by 11% pushing our brand share up by 5% in a declining category. It was our highest ever in 11 quarters. Marketing 4Ps also benefited. High quality food : +5%, new & interesting to try +4% & most importantly best tasting chicken +14%!

2014 | |

Its Shampoo Advertising. But Where’s the Hair?!

Advertiser: Unilever Malaysia
Brand: Sunsilk
Creative Agency: Immerse Communications Sdn Bhd
Credits: Mindshare Malaysia — Chan Foong Mei (Media Planner), Saurabh Tyagi (Director – Client Leadership),Prajakta Paranjpe (Head of Planning),Looi Yew Mun (Senior Manager),Anne Leow (Head of Exchange), Susan Lim (Senior Manager), Sarah Boey (Manager - Digital), Hooi Yin Yin (Executive - Digital), Cassy Liew (Senior Executive), Shankar Rajagopal (Director – Client Leadership); Unilever Malaysia — Phoenix Ho (Brand Manager)

The Challenge
SunsilkClean&Fresh variant was formulated specifically for Hijab wearing young Malaysian women. Due to cultural sensitivities we couldn’t show hijab wearing women washing hair (usage) or flaunting hairstyles (proposition) in communication. This puts forth a unique challenge for Sunsilk – to advertise shampoo without showing hair!

The Solution – Insight & Idea
Insight: Search trends on Google and Yahoo! showed increasing trend for Hijab- styling related terms – all aimed at creating personalized ways of wearing the Hijab. Proprietary research conducted to understand this trend further revealed that by wearing the hijab these women conformed to their culture and religion & by styling it as per their choice they maintained their individuality and distinct personalities. In this process, Hijab was turning from being just a part of their religious attire to a fashion statement – within the confines of ‘Muslimah’ values. Strategy & Idea: Fusing the consumer insight with the brand communication platform, we decided to use ‘Fashionable Hijab’ to represent ‘Fashionable Hair’ in all communication targeting hijab wearing women. Sunsilk embarked on owning the ‘Hijab Fashion’ territory COMPREHENSIVELY on across various mediums targeting to this segment. Through these Initiatives Sunsilk aimed to build greater affinity with the Hijab wearing women & also highlight how Sunsilk can help keep their hair clean & fresh in shape for the perfect hijab. Given the evolving media landscape, it was imperative for Sunsilk to create bespoke content projects creatively using multiple media, each with clear defined role to address the evolving consumers’ media habits.

The Execution
Introducing new Hijab-styling: Digital & Magazine Sunsilk collaborated with hijab stylists to create styles for different occasions called ‘Sunsilk-Twist’. Online video tutorials were created to promote the styles heavily on Facebook, Youtube & other social platforms. Women in ‘Sunsilk-twist’ style appeared on the cover of Magazines targeted at hijab wearing women. Binding this style in Malay culture: TV & Digital To further popularize the Sunsilk style, we created a TV drama series called ‘Dunia Lola’ (AstroRia) about Sunsilk helping realize the dreams of young woman who wants to become a Hijab stylist despite life’s adversities. Making it larger than life: Fashion Reality Show through TV, Digital, Activation, Event We created a reality show showcasing the journey of the contestants (designers & models), selected from across Malaysia, under the mentorship of renowned hijab designers. It was aired on TV3 & TV9 as well as Sunsilk’s Facebook & Youtube. The winning designs & models walked the ramp of the IslamicFashionFestival (IFF). All above initiatives included hair care tips for hijab wearing women using Sunsilk.

The Results
Our campaign took the hijab-wearing world by storm! After a decline of –5 % in 2012, Sunsilk registered a +9% growth in 2013. SunsilkClean&Fresh variant (formulated for hijab wearing women) showed +11% growth. A double-digit boost for Sunsilk on brand image statements of ‘Making hair beautiful’ (26% to 43%) and ‘Clean & Fresh Scalp’ (53% to 68%) amongst Malay women despite not hair was shown in the campaign.

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 | |

Its Shampoo Advertising. But Where’s the Hair?!

Advertiser: Unilever Malaysia
Brand: Sunsilk
Creative Agency: Immerse Communications Sdn Bhd
Credits: Mindshare Malaysia — Chan Foong Mei (Media Planner), Saurabh Tyagi (Director – Client Leadership), Prajakta Paranjpe (Head of Planning), Looi Yew Mun (Senior Manager), Anne Leow (Head of Exchange), Susan Lim (Senior Manager), Sarah Boey (Manager - Digital), Hooi Yin Yin (Executive - Digital), Cassy Liew (Senior Executive), Shankar Rajagopal (Director – Client Leadership); Unilever Malaysia — Phoenix Ho (Brand Manager)

The Challenge
SunsilkClean&Fresh variant was formulated specifically for Hijab wearing young Malaysian women. But due to cultural sensitivities we couldn’t show hijab wearing women washing hair (usage) or flaunting hairstyles (proposition) in communication. This puts forth a unique challenge for Sunsilk – to advertise a shampoo without showing hair!

The Solution – Insight & Idea
Search trends on Google and Yahoo! showed increasing trend for Hijab- styling related terms – all aimed at creating personalized ways of wearing the Hijab. Proprietary research conducted to understand this trend further revealed that by wearing the hijab these women conformed to their culture and religion & by styling it as per their choice they maintained their individuality and distinct personalities. In this process, Hijab was turning from being just a part of their religious attire to a fashion statement – within the confines of ‘Muslimah’ values. Idea: Fusing consumer insight with the brand communication platform, we decided to use ‘Fashionable Hijab’ to represent ‘Fashionable Hair’ in all communication targeting hijab wearing women. Sunsilk embarked on owning the ‘Hijab Fashion’ territory COMPREHENSIVELY on across various mediums targeting to this segment. We embarked on 3 branded content initiatives within the year, and created a well-integrated campaign out of this content. Content designed to feed the increasing requirement for Hijab- styling became the backbone of this campaign. Through these initiatives Sunsilk aimed to build greater affinity with the Hijab wearing women & also highlight how Sunsilk can help keep their hair clean & fresh in shape for the perfect hijab.

The Execution
Introducing new Hijab-styling:

  • Sunsilk collaborated with hijab stylists to create styles for different occasions called ‘Sunsilk-Twist’. Online video tutorials were created to promote the styles heavily on FB, Youtube & other social platforms.
  • Women in ‘Sunsilk-twist’ style appeared on the cover of Magazines and newspaper targeted at hijab wearing women. #2 Binding this style in Malay culture: To further popularize the Sunsilk style, we created a TV drama series called ‘Dunia Lola’ (AstroRia) about Sunsilk helping realize the dreams of young woman who wants to become a Hijab stylist despite various adversities #3 Making it larger than life: Fashion Reality Show We created a reality show showcasing the journey of the contestants (designers & models), selected from across Malaysia, under the mentorship of renowned local designers. It was aired on TV3 & TV9 as well as Sunsilk’s Facebook & Youtube channel. The winning designs & models walked the ramp of the IslamicFashionFestival (IFF)- 1st ever for CPG brand in Malaysia. All above initiatives included hair care tips for hijab wearing women using Sunsilk.

The Results
Our campaign took the hijab-wearing world by storm! After a decline of –5 % in 2012, Sunsilk registered a +9% growth in 2013. SunsilkClean&Fresh variant (formulated for hijab wearing women) showed +11% growth. A double-digit boost for Sunsilk on brand image statements of ‘Making hair beautiful’ (26% to 43%) and ‘Clean & Fresh Scalp’ (53% to 68%) amongst Malay women despite not hair was shown in the campaign.