2015

The Challenge
Axiata Young Talent Programme (AYTP) is a unique leadership initiative by Axiata to groom future CEOs. The challenge: to showcase positive profile and
build awareness of AYTP, to urban parents, students and university undergraduates.

Insight, Strategy and the Idea

Insights:

1. Perceptions exist that Malaysian students are rot learners and not critical thinkers.
2. Students engaged in real conversations were the best advertisement for AYTP Strategy: To showcase the benefits of AYTP, we decided to put the students who experienced Ax-Factor curriculum to the test. We “grilled” their intellectual and critical thinking instead of the usual testimonials.

Idea

We paired them off with experts in business. We devised a roundtable discussion on air, to discourse and debate where AYTP students (Davids) could face off with Goliaths (CEOs) Channel Selection: We needed a channel that was able to demonstrate these David vs Goliath talks in a “live” and professional format. And to influence professionals who are working parents, we partnered with BFM, a radio station that has credible content on business.

Media Execution
We reformatted BFM’s current program “RaiseYourGame” into a special series of roundtable discussions that consist of four 10 minutes talk segments, called “BuildingFutureMinds by Axiata”. Our discussion panel consisted of selected AYTP undergraduate students, along with invited high profile experts (example: Dato’SriShazalliRamly, CEO Celcom). Each episode was curated with different topics and consisted of one student, one expert. Sample topics curated were Customer Experience, Entrepreneurship and Innovation. To extend reach, these discussions were edited into 60s radio vignettes, for reinforcement. These were aired in drive-time segments and uploaded as podcasts.

Results and Effectiveness
Over 468 applications received, 20% of applicants indicated BFM as their primary source of knowledge. The campaign achieved 2.5x ROI with media investment of RM 85k. Total podcasts downloaded was over 4,025. With our David budget, we had triumphed over Goliath!

The Challenge
Caramel is a non-profit charity organisation with the sole purpose of sweetening the lives of orphaned children (CaramelChildren) by collecting gifts from kind Samaritans and distribute them among homes once a year. This collection started to face a constant decrease in presents which in turn spurred frowns on the faces of children in these homes. How do we reverse this? How to get new donors, promote the noble cause, Caramel and collect gifts?

Insight, Strategy and the Idea

Insight:

Christmas was near, the situation became direr as it was felt that CaramelChildren had become invisible. Our in-depth research around the willingness to give to charities among the general public, concluded that prompting people to “give” to charity while they were already buying presents for their loved ones was the perfect time to maximize donations.

Strategy:

The strategy was clear: We targeted outlets with affluent shoppers to compel those with higher disposable income to buy another present for CaramelChildren. Outlets selected exuded play and learn: – Hamleys and BookAcess.

Media Execution
Donation bins with a transparent silhouette of children were strategically placed in outlets. The call to action was clear; fill the bins with presents and the silhouette gets visible. 2 half page ads (FOC) were placed in NST, and postings on the existing Caramel FB page were used to promote the drive. Furthermore, all communications carried a Hashtag, #caramelchildren in order to create a sense of unity around the effort. This got readers, visitors to stores and FB fans to promote via social media. The campaign ran throughout December.

Results and Effectiveness
Books and toys collected worth RM 39,539.90. 35,172 shares of #caramelchildren. Each child got double the normal gifts. Gifs : investment = 11 times. Reached 330,000 NST potential donors. 8share’s Caramel feature article (earned media), reached 500,000 users. Warm response from shoppers, outlets keen to repeat activity.

The Challenge
97.3% of Malaysian business establishments are SMEs. Demand for data in this segment is growing, and competitors are firmly entrenched in the market. DiGi however had a superior product advantage: Plans with the most cost efficient flexibility. Now all we had to do was stand out in a crowded and difficult-to- penetrate environment.

Insight, Strategy and the Idea
Spending time with SMEs revealed three important truths: Business owners trust other business owners, new start-ups look up to successful start- ups and ‘Value’ was very important to SMEs. As well, SMEs relied on SME- related magazines both as a source of information, and inspiration. Knowing our audience and having a great product weren’t enough. We needed a powerful, simple. single- minded thought to drive communications: “Better value deliver better results”

Media Execution
Ironically, a clever headline or fancy photo-shoot would only put us on the same level as our competitors. The way forward was to speak to our target audience in their language, and connect with them in a practical and meaningful way. We partnered with an established SME magazine, ‘Malaysia SME’ and developed a series of compelling stories from successful business owners. Our ‘ambassadors’ came from very different backgrounds. They talked about their dreams, hopes, struggles, fears, and failures. They also talked about how DiGi’s value plans delivered positive results. The discussions were open, honest, and real.

Results and Effectiveness
Our monthly ads became part of the magazine’s offering. Only it wasn’t advertising, advertorials or opportune product placements. Business owners felt as if they were having a one-on- one with a friend, confidant, and mentor. The communications came from the heart, and spoke to the heart. As soon as the campaign broke, people started talking about, and sharing the work. Best of all, Digi’s business enterprise segment surged to 350% during the campaign period.

The Challenge
Before 1Utama or Subang Parade, Jaya Shopping Centre was THE hangout place in PJ. It was the only place to go to see and be seen then. Over the years, bigger and more happenin’ malls mushroomed all over PJ. Razing the mall to the ground and re- building it attracted new tenants, but then how do you bring in the crowd?

Insight, Strategy and the Idea
We know shopping is a favorite Malaysian pastime and young adults love to hanging out with friends but only at happenin’ places that is worth sharing on social media immediately or talked about the next day. We had the tenant mix and we had the 4th Floor – a place to play pool, play darts or just drink and eat. The strategy was to accentuate all the negatives to make it into one BIG positive. We decided to re-launch the 4th floor and chose the ‘deadliest’ night of the year; Halloween which also happened to fall on Friday the 13th. How much cooler can it get?

Media Execution
Collaborating with RedFM, a growing station amongst young white-collars, we challenged listeners come for an enjoyably scary time. For one week, radio promos dominated RedFM during peak drive-times. It drove listeners to JayaSC’s facebook to participate in a digital treasure hunt, the “Pumpkin Rush” on launch day. Outside, the station truck continued to pull in the crowd and inside, DJ Fiqri was there to host scary games and activities on the 4th floor.

Results and Effectiveness
They came, they saw and they partied. Considering a small budget, we were able to reach out to 52,000 listeners for a week and created a lively launch environment on 4th Floor that was shared and talked about for days after. A 20% higher than normal footfall into JayaSC was more than Client’s expectations, well worth the small budget of RM19,517.80.

The Challenge
Panasonic Beauty has been in the market for 2 years but pick-up has been slow as consumers couldn’t identify beauty with Panasonic. With a range of beauty products such as eye lash curler, pore minimizer, ionic steamer and epilator amongst others, the Panasonic Beauty goes beyond skin deep. It is the real deal for real women.

Insight, Strategy and the Idea
Most women buy beauty products; foundation, mascara, blusher, lip balm – with the hope of looking like the cover girls on glossy magazines. But little do they know, to achieve those looks, there are hidden but critically important steps that these beauty brands don’t tell you. It’s almost like an industry conspiracy to make consumers search for perfection. Panasonic Beauty saw this as an opportunity to enlighten our consumers. Universal truth: Tell me, I’ll forget. Show me, I’ll remember. Involve me, I’ll understand. The strategy was to involve in order to enlighten. “Panasonic Beauty Cafes” was conceptualized. We partnered with Seventeen Magazine to target the young. For the working adults, another session was conducted with 40 beauty KOLs. Using this platform, we unveiled all the hidden secret steps to longer lasting beauty.

Media Execution
At the Beauty Café, Quick DIY Beauty tutorial classes with demonstration of Panasonic beauty products were conducted. Separate sessions were customized for each group with different beauty needs. Girls and women alike were given the first-hand experience of product usage with personalized makeover session, face-to-face tutorial and beauty tips. The hands-on session successfully convinced the girls and KOLs that Panasonic Beauty products is the real deal, making them an instant beauty easily. We brought the Beauty Café to a larger audience by publishing the content in magazine and blogpost.

Results and Effectiveness
With just RM80,000, communication awareness increased by 11%. 35,000 women engaged. 350,000 impressions on social media and 20,000 interactions recorded.