2014




2014 | |

Operation 3R: Turning Crisis into Opportunity

Advertiser: Dutch Lady Milk Industries
Brand: Friso
Creative Agency: J Walter Thompson
Credits: Universal Mccann — Ramakrishnan CN (Senior Vice President), Chinar Joshi (Strategic Director),Goh Soo Mei (Associate Director),Cathryn Pak (Media Manager),Ullas Sahadevan (Executive Director),Wilson Chin (Associate Director), Mike Hutany (Performance Marketing Specialist), Stephanie Chin (Operations Director), Chow Lee Kheng (Senior 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 in moms opened a gap in their loyalty, making them re-evaluate their choice afresh & source of milk became a focal point in their decision. We discovered that none of the infant milk manufacturers were able to reassure mothers since they did not control their supply chain, unlike FRISO, which had Grass-to-Glass control over it. Strategy: We decided to turn the crisis into an opportunity. Media agency identified that there were 3 different audiences of whom we need to address to immediately. REDIRECT the Fonterra & Danone doubters to FRISO REASSURE current Friso consumers that Friso is completely safe REINFORCE Friso’s credibility that we have full control of the entire supply chain. Idea: Within 48 hours, Operation 3R was activated – to REDIRECT, REASSURE & REINFORCE. We decided to intercept mothers at various points, REDIRECT her to Friso, and showcase the Friso as the safe choice. Then we REASSURED about Friso’s quality control, and finally REINFORCED Friso’s quality v/s competition.

The Execution
We understood that moms would “Search” the crisis to gauge the situation, we deployed Search to strategically intercept worried mothers, and REDIRECTed them to Friso Gold Quality Webpage, and how we controlled the entire supply chain from Grass the cows ate, to the eventual packaging via videos and expert articles. A worried Mother would use multiple sources to fully research the issue, therefore we remarketed to Mothers with strategic display ads across news, health, parenting and social websites, thus reaffirming Friso’s quality control. To REASSURE mothers, we partnered with key titles, and placed our message contextually in the section where the contamination issue was reported. Right at the point of dissonance, we reassured worrying mothers. We REINFORCED Friso’s Glass to Grass control, and partnered with top News Editors across TV3, TV9, 8TV & NTV7, and within 48 hours launched a “Breaking News” segment. Our “Breaking News” capsule showcasing our superiority in quality control with expert nutritionist’s testimony, was featured immediately after Newsreader updated viewers on the crisis, once again contrasting Friso’s quality control against competitors.

The Results
Campaign successfully reached 89% of parents, captured total of 160,000 of searches & 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 | |

Kids’ Fasting Companion: 30 days from Dawn to Dusk

Advertiser: Dutch Lady Milk Industries
Brand: Dutch Lady Growing Up Milk
Creative Agency: Leo Burnett
Credits: 1 Ramakrishnan CN Universal Mccann Senior Vice President 2 Chinar Joshi Universal Mccann Strategic Director 3 Goh Soo Mei Universal Mccann Associate Director 4 Cathryn Pak Universal Mccann Media Manager 5 Nina Jayatileke Universal Mccann Media Planner 6 Rashid Rahayu Universal Mccann Chief Producer 7 George Pollyana Universal Mccann Project Leader 8 Stephanie Chin Universal Mccann Operations Director 9 Chow Lee Kheng Universal Mccann Senior Buyer

The Challenge
In Malaysian families typically once the kid turns 6 years old, Milk consumption reduces to 1/5th of early years, and other perceived cooler food items step into the nutritional gap. Dutch Lady, leading Malaysian dairy brand, faced the challenge of increasing milk consumption among kids, and fostering milk consumption habit.

The Solution – Insight & Idea
Insight: With even 6 year old kids fasting during the holy month of Ramadan, there was a new source of tension for mothers. They appreciated their child emulating the Prophet’s teaching, but couldn’t reconcile themselves to the loss of nutritional intake their baby would go through during fasting days. Strategy: The Holy Book highlights milk as the ‘Drink of Heaven’, culturally relevant insight allowed us to position Dutch Lady as the nutrition source for kids during the Holy Month. We launched a unique 3 Phased campaign- EDUCATE MOMS on the Importance of maintaining nutritional balance during fasting month. ENGAGE through contextual and time- bound messaging. ENTERTAIN Moms & Kids and add Dutch Lady flavor to the festivities. Idea: We understood that at this age mother’s influence wanes, and kids get inspired by their favorite celebrities. We worked with Malaysia’s Darling Daughter Mia Sara, to become a FIRST EVER fasting companion for kids during the holy month, and launched Dutch Lady’s Unique Ramadan campaign. Our extensive analysis of 17 top child celebrities, highlighted Mia Sara as the unanimous choice with highest affinity among kids, and proven ability to connect with mothers through consistent high ratings in TV programs she starred in.

The Execution
We developed 30 special videos featuring Mia Sara, Dutch Lady’s unique fasting companion for Kids. The 3 phased campaign began with 30 videos EDUCATING mothers about the importance of complete nutritional intake during fasting. Each new video was aired on TV at night and we timed it coincide with the period during which mothers prepared for Sahur (Last meal before fasting) for next morning. Mia Sara showcased everday issues faced by kids during fasting, and presented Dutch Lady milk as the solution. We ENGAGED moms in a CONTEXTUAL, TIME-BOUND manner. Each video message was customized at 4 levels- Time, Stage of the Fasting Month, and also targeted kids & Raya content searches on video platforms via Performance Marketing. A special Raya Dutch Lady calendar reminded mothers to use Dutch Lady everyday for Sahur. Charming Mia Sara ENTERTAINED Moms and Kids with her witty responses. We gave away special cups to kids, which could be used like a mug, a sippy cup or with a straw.

The Results
Campaign reached 93% of Muslim mothers, with 15% sales coming from first time Dutch Lady Users, and 16% sales coming from competitors’ users. Brand scores outperformed industry benchmark with 88% Moms enjoyed watching the video and 78% Moms being more inclined to use the brand. Sales volume increased by 8.5%, which is commendable considering 70% of Malaysia was fasting in Ramadan, and there was general decline in the sales volume across food & beverage category.

2014 | |

Wall’s on Waze: ‘Drive-ing’ Impulse Purchase

Advertiser: Unilever Malaysia
Brand: Wall's
Creative Agency: -
Credits: Mindshare — Phoebe Wong Hooi Sien (Executive, Planning),Saurabh Tyagi (Director, Client Leadership), Prajakta Paranjpe (Head of Planning), Sarah Boey Mei Chen (Digital Manager), Hooi Yin Yin (Digital Executive), Looi Yew Mun, (Senior Manager), Anne Leow Hwee Lu (Head of Exchange), Shankar Rajagopal (Director, Client Leadership); Unilever Malaysia — Shawn Tan (Marketing Manager)

The Challenge
Ice-cream is a mature category in Malaysia & was stagnant in terms of sales. Ice-cream consumption is heavily driven by impulse purchases. Traditional advertising had already created high awareness for Wall’s but the challenge now was to tap more into occasions that were highly conducive to generating impulse purchases.

The Solution – Insight & Idea
We know that people wouldn’t normally think of eating ice cream unless they’re out and about on a hot day, or see someone else having one. To influence this impulse behavior in favour of Wall’s, we tapped into one of the largest Malaysian tradition: Balik Kampung, where families living in cities such as KL travel back to their hometown for the festival. Getting stuck in major highways for hours makes families crave for refreshment breaks along the way. With smartphone penetration at 70%, most drivers in KL use Waze, a GPS Navigation App (4.5mil+ users) to gauge traffic conditions and recommendations for the best driving route. When it comes to festive travelling, Waze becomes an important tool to find the least congested route to one’s hometown. Naturally, it is THE MOST ‘attention grabbing screen’ during these travels. We created a campaign based solely on Waze to seduce travelers with tempting messages and point them to the nearest outlets along the highway where Wall’s is sold. Through the app, we’re able to know the location of drivers and serve customize messages when they are within a certain radius from a Wall’s outlet.

The Execution
Nov-Dec 2013 was a period when many festival holidays were happening in quick succession (Deepavali, Awal Muharram, Christmas and New Year).Thus it was the ideal period to activate our campaign. We created Branded Location Pins on Waze showcasing the Wall’s retail outlets like Shell petrol stations. Through the Waze app, we could detect users who are within 3km of petrol stations and R&R stops, where Wall’s is sold. If drivers were stationary for more than a minute, indicating that they are stuck in traffic, we served them customized messages such as: “Take a break & visit your nearest Shell station to enjoy Wall’s Ice Cream” or ‘Refresh your journey with a Wall’s Ice-Cream’. All this created the impulse to drive to Wall’s outlet instead of spending time being stuck in traffic. Upon clicking on the Wall’s message, drivers were voice- directed to the nearest Wall’s outlet. We time targeted this activity around afternoon time which is the most suitable for Ice- cream consumption. 50 locations across major highways around KL were part of this campaign.

The Results
We were successful in creating a model of impulse based advertising that led directly to sales. Below are some of the key metrics of the campaign: Consumer Engagement– •5+ million people saw the Wall’s location pin. •49,000 consumers clicked on the Wall’s Waze location & were directed towards the nearest Walls outlets(Shell Petrol Stations). Brand Sales– •We sold 130,000 ice-creams through these outlets featured on Waze & sales were 13% higher during our campaign period.

2014 | |

The “Thank You Sale” gave DiGi’s brand a lift

Advertiser: DiGi Telecommunications
Brand: DiGi Internet
Creative Agency: J Walter Thompson
Credits: Starcom — Joanne Ong (Planning Manager),Sonya Ong (Media Planner), Aditya Rao (Planning Manager)

The Challenge
With the major upgrading of DiGi services in September’13, there was uproar of dissatisfaction from subscribers and fans. Brand preference dropped 6% and Facebook engagement was slipping. Our challenge was to increase internet plans subscriptions via a sale by driving traffic to our e-store despite unhappy fans.

The Solution – Insight & Idea
We understand that to overcome the cynicism with gratitude and humility, we needed to drive high engagement on social space with the sale themed “Thank You, You”. Social media is a space where brands are able to connect with consumers on a personal level and we feel that’s the best way to drive conversations & conversions around the sale. Customization of the right message to the audience is important for them to feel the need for it, hence we decided to do extensive customization and testing that is able to tie to direct response component. The direct response has to focus on selling new devices with data plans to new customers and up-selling to existing DiGi Subscribers.

The Execution
Using Facebook as a major platform, we bespoked targeting using ‘logout ads’ and ‘Target Block’ units to create mass reach and awareness, whilst tailored Page Post links on the Newsfeed focused on Direct Response audience.In action was extensive AB testing with high quality images to test which creative worked best – “different visuals with same copy” vs. “best visual against 2 different copies”. CTR was used as the metric to compare the AB test results. From the test, we could understand which best visuals and copy worked for our audience. Based on DiGi’s main customer age-group, we targeted DiGi Subscribers and non-DiGi Subscribers separately. Conversion pixel tracking was used to measure the leads and sales online. Specific device and interest targeting were used to drive considerations and conversions across controlled and exposed groups. A 46% lift in adoption rate was seen by people exposed to the ads which resulted in driving offline sales giving 62x RoAS (Return on Advertising Spends). Individual device banners figuring hero devices ran across key online platforms increased online store transactions.

The Results
DiGi successfully retain its subscribers while attracting new ones; Mobile Internet users +2% Q-o-Q, +16% Y-o-Y, Reaching 7,000,000+ unique people helped drove 327,000 facebook engagements, Successfully garnered 679,101 clicks to e-store with 13% click on buy now, Target- blocks achieved 3.8% CTR (300% above industry-benchmark), Acquired 31,372 Facebook fans (65% above industry-benchmark growth rate), 11% brand lift among 25+ helped purchase intent lifted +3pts, Delivered a 62x RoAS, Q4’13 DiGi’s Brand-Preference +21% amongst mobile internet users

2014 | |

Shiny Furry Tales

Advertiser: Mars
Brand: Pedigree
Creative Agency: Factori Communications
Credits: Starcom MediaVest Group — ShenYee Leong (Digital Executive – Social Media), KuanChuen Tan (Digital Manager – Social Media), YouLi Hooi (Human Experience Strategy Director)

The Challenge
Pedigree developed an improved recipe that is scientifically proven to promote improve dog’s coat to be healthier and shinier, visible in 6 weeks. 46% of dog owners in Malaysia feed their dogs home prepared food. Majority of the owners may not even understand nor believe Pedigree’s proposition.

The Solution – Insight & Idea
Many owners acknowledge that a dull, lacklustre coat on their dogs indicates inadequate nutrition. Obvious indicators include excessive shedding, patchy coat and fur. Dog owners aren’t aware of the types of nutrition their dogs need. After talking to the vets and different types of dog owners, we understand that different dogs have different needs and challenges. Each has their own story to tell. Hence, Pedigree went on a pursuit to educate dog owners with real dog stories. Dog transformation stories – from poor skin and coat, to healthier and shinier coat, were featured. Dog owners wanted to hear real dog stories by real dogs. Not a TV commercial. “Shiny Furry Tales” was created to aggregate real dog stories from dog owners. It aimed to educate dog owners on Pedigree’s new dog food formula on the 5 signs of good health for their fur kids. The hashtag “#shinyfurrytales” were used to aggregate these doggy stories.

The Execution
Within the dog social community, targeted social ads were used to recruit dog owners to sign up their dogs in this 6-week transformation program. Bearing in mind the dog social space is relatively niche, social ads targeting dog owners on Facebook became extra crucial. We had to be very specific to eliminate wastage. We even drilled down to specific geographic locations that are Chinese population skewed. In the first two weeks, over 330 dogs with poor skin conditions were registered. We carefully analysed to further shortlist potential dogs to become the 12 finalists. In 2 weekends, the Pedigree team visited these dogs for further examination. Pedigree also took the opportunity to educate these dog owners on dogs’ nutrition and wellbeing. The 12 finalists went through a 6- week transformation program. These dogs came out as our transformation ‘champions’. Real time weekly progress and content on these dogs were shared on Facebook including dog albums for each finalist. Content was amplified and shared using Facebook paid ads.

The Results
The recruitment campaign oversubscribed 3 fold. After 6 weeks, dog owners reported that their dogs’ coats have improved and they became more active. We saw a 48% increase in Facebook fans. Most importantly, 12 priceless dog stories were captured and repurposed as content on Facebook. #ShinyFurryTales content garnered over 6.2 million impressions with 53,044 clicks. This translated into Pedigree’s page engagement rate increased by 232% from a 2.5% monthly average.