2014




2014 | |

Cloud 9 Chocolate Super Game Boy Sponsorship

Advertiser: URC Snack Foods (M) Sdn Bhd
Brand: Cloud 9
Creative Agency: Astro
Credits: OMD (M) Sdn Bhd — Liew Siew See (General Manager), Nancy Chua (Business Director),Dahlia Dhaima (Planner),Lena Tong (Senior Planner)

The Challenge
TV is an ideal medium to establish awareness for Cloud 9 new packaging and increase sales, whilst addressing 7 to 14 years. Since 89% of TV adspend is accounted by the top brands, Cloud 9 needs to stand out by innovating a solution that avoids head-on battle with competition.

The Solution – Insight & Idea
Kids are often fascinated by fantasy, super powers and heroes, referencing media influencers as their role models. Cloud 9 is positioned as an easily obtainable snack that complements a day in the life of a child. A snack that satisfies a child’s spontaneity state of desire in situations that promote fun, inspiration and sharing. Super Game Boy sponsorship allows Cloud 9 to stand out from its competitors and build affinity among kids through relatable elements. The main protagonist in Super Game Boy characterized a Cloud 9 lover; playful, mischievous, possesses telekinesis and mind-reading power. “Fun Never Ends with Cloud 9”, the brand’s proposition was cleverly demonstrated in the various scenes of the telemovie. It is apparent when Cloud 9 is positioned to be the preferred snack for the protagonist to start his day, building friendships and even experiment his super powers on it. As an unprecedented effort from Astro Ceria, Super Game Boy telemovie is a first time venture in CGI (computer-generated imagery) production to bring the show to higher realism and excitement. This too shows that Cloud 9 as a local brand is not afraid to be the early adopter, separating itself from competitors by participating in such production.

The Execution
Prior to the first transmission of Super Game Boy programme association, promo spots were ran across Ria, Ceria and TVIQ which has high viewership among the core audience of 7 to 14 years old. It helps to create curiosity and frequency of reminders of the brand’s messaging. Cloud 9 was prominently featured in a 3 minute worth of product integration, whereby the product is creatively weaved and blended into the storyline driving engagement throughout the character’s development. Scene 1: Cloud 9 serves as a food to start off the protagonist’s day Scene 2: Cloud 9 as a fun snack while watching his favourite YouTube program Scene 3: Uses Cloud 9 for fun practicing on his telekinesis Scene 4: Eating Cloud 9 while thinking of coming out with his superhero’s outfit Scene 5: Cloud 9 chocolate as a snack that bridges all friendship Cloud 9 promoted its brand within the context of spontaneity showcased in the various situations of fun, comfort, inspirations and friendships, parallel with the brand’s “Fun Never Ends with Cloud 9” message.

The Results
Sales increased by 16% versus past 3 months during the sponsorship period. Super Game Boy garnered 495K viewers on its first transmission and reached a cumulative viewership of 1.5m; an all time record-breaking view for any programme on Astro Ceria. Despite the limited accessibility to digital medium by its core audience, positive engagement and feedback were received via various digital platforms, approximately 96,000 views and 300 likes on You Tube and 8,000 likes on Instagram.

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 | |

Endorsement from 108 KOLs

Advertiser: Panasonic Malaysia Sdn Bhd
Brand: Panasonic Beauty
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), Steven Yap (Team Leader, Home Appliances Department), Janice Tan (Executive, Home Appliances Department - Beauty & H); Vizeum Media Services (M) Sdn Bhd — How Yuan Yi (Client Services Director), Jessie Lian (Associate Media Director), Mandy Liew (Media Manager), Chan Mey Fung (Assistant Media Manager), Heryl Teh (Media Planner 11), Kwan Wei Mun (Senior Media Buyer)

The Challenge
Electrical appliances for home beauty regime is relatively new to Malaysian women. How can we make Panasonic Beauty the synonymous leader in this category? In a complex category, we must first gain the trust of alpha users who will then pave the way for followers.

The Solution – Insight & Idea
Alpha females love their glossy female magazines. There is nothing better than flipping through pages and pages of perfect photo shots of the latest handbag, shoe or miracle face cream that they would love to get their hands on. But what really goes into a magazines? The coveted first few double page spread international brands clamour over. The fashion features. The latest trends, personality test and gossip columns. The local editorial pieces. Each section is carefully constructed for hours of reading pleasure. Media agency recognised that running print ads alone and placed after many other pages of international high fashion brands may not have the desired impact. For readers to really appreciate the Panasonic Beauty products, we had to demonstrate its efficacy. Who better than the magazine’s own editorial team to become our Trust Ambassadors. Hence, we went out to identify and negotiate with not ten, twenty or thirty professionals, we secured the assistance of 108 magazine professionals in our aggressive plan to win over the market. Everyone was given the free hand to craft the pages as they see fit.

The Execution
8 months. 10 top Female magazines including InTrend. 46 compelling editorial pieces crafted. One of the pieces is “How to prepare for a party with Panasonic Beauty”. It went on a journey to discover how a celebrity prepares for a big night. A 4-page feature spread tastefully integrated 6 different Panasonic Beauty products and its application. In the morning, she uses the face steamer to get her skin moisturised and pocket doltz toothbrush to ensure every teeth is pearly white. Stockings can be thrown away when she has silky smooth legs to show, thanks to the epilator effective in removing every small unsightly stubble. With the compact hair iron, every strand of hair is in place. She finishes her look for the night with eye lash curler for enchanting eyes. Across the different magazines, 45 more unique pieces were customised for its reader. Each editorial piece brought its reader on a journey of discovery and greater understanding and appreciation for Panasonic Beauty appliances.

The Results
For 8 months, Panasonic dominated the entire magazine platform reaching over 500,000 Alpha women. Engagement was at all time high at 78%. With brand endorsement from 108 beauty experts, Panasonic’s brand parameters against our target group increased double digit: Brand consideration increased 25% Brand preference grew 33% Total brand image scores improved 60%. Sales of the Panasonic Beauty range exceeded supply.

2014 | |

Turning RED.fm BLUE

Advertiser: Samsung
Brand: Samsung
Creative Agency: LiquidThread, StarRFM Group
Credits: LiquidThread — Siti Khairuddin (Associate Director – Brand Connections), Asreena Ramdan (Senior Project Executive); Starcom — Andrea Samuel (Digital Manager), YemMeng Chong (Media Planner)

The Challenge
Malaysians love Barclays Premier League (BPL) football. Samsung, as lead sponsor of Chelsea Football Club, has Malaysia as an important stop on the Chelsea Asia Tour. We needed to promote the tour in advance to bring Chelsea FC fans closer to the action and to feature Samsung prominently.

The Solution – Insight & Idea
Malaysians are infatuated with the BPL – eating, drinking and sleeping football. During BPL season, PayTV sports subscription spikes: football fans want to catch their favourite teams such as Man United, Liverpool and Arsenal. Whilst there are a lot of BPL followers, they don’t necessarily love Chelsea. Through agency research, we uncovered that Man United fans are 10 times more engaged than Chelsea’s across social media. Samsung didn’t want other football fans to come out and root against Chelsea! Known as the True Blues – Chelsea fans, like all true BPL followers pride themselves on their club loyalty. Not content with fans only attending matches, Samsung wanted Chelsea fans to unite across the country, spread the gospel and indoctrinate new fans of the club and its sponsor. With the tour upcoming, we wanted Chelsea fans to flood the media and own every BPL conversation, even the ones on RED.fm, an iconic Malaysian radio station that is a local outpost for the Manchester United Red Devils. We wanted to turn RED.fm into Chelsea BLUE.

The Execution
Turning RED.fm blue was no small task. We started with the radio station’s lead – DJ JJ, a well-known Manchester United fan. For four weeks we asked him to find the truest, bluest Chelsea fan. They had to call in and answer questions all true Chelsea fans should know. DJs also placed a wager (in true football fashion), to spur on Chelsea fans. If Chelsea fans could answer all the questions correctly and prove their passion for their team, the DJs would up the stakes and turn Blue for one day. We turned the four week event into a personal tournament for Chelsea fans to prove their mettle and battle it out on air. Each week, the champions advanced to play for a grand prize trip to Stamford Bridge, London. By the fourth week, the radio station conceded its “RED” brand for one day declaring that it was “BLUE FM” on air. The DJs amplified the ‘blue intensity’ by Tweeting, Instagramming and Facebooking their new loyalty to Chelsea and Samsung.

The Results
Samsung got to the heart of football fans. 237,000 listeners were garnered during the campaign, generating 4.5x media ROI. 96,185 users were led directly from RED.fm website to the Samsung Facebook page; increasing Samsung’s social fan base. 20,467 social posts were created in 4 weeks, conversations spurred by football fans organically increased by 100%. DJ JJ who “passionately” supported Manchester United, had his loyalty questioned by his followers, going viral in social space.

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.