2015
2015 | Gold | Best Use of a Small Budget (Under RM100,000) Excludes Digital
Advertiser: Mondelez Malaysia Brand: Twisties Creative Agency: - Credits: -
The Challenge
Twisties had to defend its market share and drive consumption via the launch of 2 new flavors—with only RM95000.
Insight, Strategy and the Idea
Teens are drivers of snack food category. But, Twisties are losing them. In a category characterized by impulse purchase, Twisties need in- your-face engagement strategy. Something that’s beyond normal because, for teens, normal is boring. A key insight to bring this strategy to life is a teenager’s propensity to be “heroes” in everyday situations whether at school, home, or amongst friends. They want to be IN the story. Coincidentally, Twisties’ new TVCs have heroes in them. This was agency’s “Aha!” moment: make teens a part of the new TVC and make them the “hero”! We brought the TVC to life!
Media Execution
Agency created an activation booth outside top 38 cinema halls—the place where the new Twisties flavors debuted. As teens head out after screenings, we invited them to ‘audition’ for Twisties TVC (which was aired inside the cinema as well). All they needed to do is mimic the sequence in the TVC where a caveman was spewing Twisties from a cannon towards the dinosaur in order to be saved from attack. This was the most engaging, in-your-face strategy to let the teens know about Twisties’ new flavors. 437 footages were captured as “TVC” shots, and were created into short videos. They were seeded across Twisties’ social media accounts. Sampling naturally happened in the activity area to get the product into more hands.
Results and Effectiveness
Activation reached over 8,000 people, and the resulting “TVCs” got over 13,000 views online. Twisties enjoyed tremendous PR value amounting to RM6.7 million from chatters in Twisties social media properties & beyond. Social sites like Says.my and astroawani.com also covered the events. Post-campaign research showed that brand relevance doubled and people started associating Twisties as COOL brand for teens.
2015 | Finalist | Best Use of a Small Budget (Under RM100,000) Excludes Digital
Advertiser: Uber Malaysia Brand: Uber X Creative Agency: - Credits: -
The Challenge
Uber, a social-media driven taxi service, saw spiking demand. Post the launch of its more affordable service, Uber X, media coverage was enviable, translating into passengers and advocacy. Uber X had to deliver safety, quality and good value. Hence it needed the right drivers. The brand turned to the agency to help solve this problem.
Insight, Strategy and the Idea
INSIGHTS: We discovered Uber fans are millennials who felt they deserved a service like Uber X. A generation outspoken in their opinions, their desire for entrepreneurship and freedom is strong. They also believe it’s essential to support causes beneficial to communities. STRATEGY: To get millennials to act on their beliefs, we focused on enabling them to start their own small business, becoming entrepreneurs. The core idea was to creatively disguise a typical B2B partner recruitment program into a channel activation and engagement exercise. Campaign was called ‘Stand By X’ mirroring “support a cause” campaigns. A dual-phased approach started with recruiting Uber Partners as Brand Ambassadors who in turn competed to recruit Uber X Drivers. We would use Activated Conversations, rather than traditional advertising, to create interest.
Media Execution
We activated conversations, getting university students interviewed and officially appointed as brand ambassadors. 4 teams spread out, covering key zones of Klang Valley. Each team was briefed with recruitment strategies, target profiles and supplied with branding materials. Teams took to the streets, for 2 weeks. They engaged young people with #StandByX, got prospective driver signups and spread Uber Love via social media. We targeted urban areas with high concentration of millennials.
Results and Effectiveness
16 brand ambassadors appointed. 400+ potential driver signups. 500+ social media mentions, worth RM 20,000+ in earned media. ROI 7 times the investment. We had discovered quality partners to help engage consumers and influence opinions. Strategy now continuously used by Uber X, shared in other global markets.
