2015

The Challenge
During CNY, spring cleaning is a major family activity but a dreaded one. Febreze wanted to take the dread out of spring cleaning by positioning itself as a quick and easy way to freshen fabrics to speed up spring cleaning.

Insight, Strategy and the Idea
The Chinese believe that an auspicious start in the New Year guarantees prosperity for the whole year. As such, traditions and rituals must be strictly followed. Spring cleaning is about getting rid of the bad, dirty, and unlucky. Families cram and spring into cleaning and are often left in dire need of extra help or shortcuts to ease the process. Enter Febreze via a familiar but quirky concept- Kung Fu. We created a fictional action-packed family: The Kung Fooks – who “invaded” 888-homes in Chinese neighborhoods to make homes luck-ready and demonstrate the real benefits of Febreze.

Media Execution
We tied up high-reach Chinese radio station, MYFM, to excite the neighborhoods by organizing pre-CNY events in community centers with cruisers complete with games, Kung Fu performances, and lion dances. Come event day, we brought squads of spring cleaners along with the Kung Fook family who refreshed various hard to wash items such as sofas, curtains, and mattresses whilst bringing the festive spirit by hanging ornaments. We taught family members especially moms at the grassroots level to prove how powerful Febreze really is that eliminates up to 99.9% bacteria. We gifted families with rice bowl freebies with the Kung Fook family designs.

Results and Effectiveness
We activated 976 homes vs. target of 888 and 75% of our target in two weeks. The activated homes became the spokespersons for the brand by sharing their experiences on social media resulting in the Kung Fook video becoming the most shared video on the Ambi Pur Malaysia Facebook page. Sales of Febreze improved 22% compared to the preceding CNY.

The Challenge
Several studies show that the public at large see banks as impersonal entities. On the other hand, Maybank’s core philosophy revolves around humanising financial services. The challenge was to demonstrate that Maybank “walks the talk”, and honours real human values such as compassion.

Insight, Strategy and the Idea
In order to promote the human side of Maybank, real human interactions were needed. Engagement was the key: something that traditional mediums such as TV & print lacked. We gathered that Malaysians irrespective of race and culture – love gifts and find it the best form of showing compassion. Moreover, giving gifts is attributed only with close kin and friends – in other words those who feel for you. What would be a better day than Maybank’s 54th birthday to activate it?

Media Execution
Maybank’s own birthday was converted into a nationwide activation to show compassion with its customers and live up to its brand mission. Our activation had two main activities:

1. Branch managers shared personal stories of long serving Maybank customers who were striving hard to support their families. For e.g. Grandmother of 7 orphans who was supported the family by driving a bus. We surprised them (with the help of their neighbours) a trip to LEGOLAND so they can be kids once and have a taste of carefree joy.
2. Branch Surprise: All customers who were at the branches on the birthday got a surprise gift. As this was all being captured through hidden camera, on the day of the actual birthday we shared this video which became a huge viral.

Results and Effectiveness

• 5MN+ interactions, 1.5MN+ views of the video
• Brand value went up by 10% steady increase
• Brand strength grew by 35%
• Maybank won five awards from different sources.
• Thousands of Maybank customers were given the birthday surprise demonstrating Humanising Financial Services tagline.

The Challenge
We had to disrupt the potato chip monotony through an engaging and targeted experience of Mission Foods’Tortilla chips. Our targets were students and white collar working men.

Insight, Strategy and the Idea

Insight: Our field work showed that Mamak’s are used to ‘Macam Biasa,Lah’ type of orders BUT they are open to variety in the menu to excite patrons. Fusion always works as variety.

Strategy: We tapped into this unmet need of the Mamak’s by giving them the ‘ammunition’ to spice up their fare through Fusion Food! Idea: We took the international crunch of our Tortilla chips and combined it with local sauces at select Mamaks as a unique fusion food

Media Execution
We mapped the busiest Mamaks against the product’s distribution and selected 7 Mamaks in KL.We were met with resistance but when we offered to time it with the FIFA WorldCup AND give them a chance to spice up their menu AND build surround sound around it-they agreed to support us in this unique fusion festival!We recreated a mini football stadium inside the Mamaks with goalposts,cheerleaders, music and dance,tables with chips baskets,and merchandise that they could take home.It was fusion of Malaysian and Mexican food at it’s best–consumers sampled Tortilla chips with satay sauce,dhal,curry& mint sauce.To make it engaging we introduced a trivia contest that allowed the consumers to win food vouchers for the Mamak which ensured they stayed on.Everyone went home with positive memories.The Mamak staff were given aprons,special baskets for the chips and merchandise that they could keep,the consumers and Mamak owners were delighted by the surprising change in ambience and menu OVERNIGHT!

Results and Effectiveness
It was a win-win partnership. We generated at least 30% more trials compared to the estimate from regular media buy. An average of 4 packets/table were sampled which was 2X the usual rate. Footfall for our Mamak partners also increased by 10%.

The Challenge
CHALLENGE (47 words) How do you launch a new car in 5 weeks? How do you launch a new car with only RM500k? More impossibly, how do you use media to make people open up and want to buy a new Alza that frankly, did not look new?

Insight, Strategy and the Idea
In this age where multi-screen planning, programmatic and sci-fi lookalike campaigns are buzzwords of the industry, we went back to the basics. Because whilst human behavior changes, human motivations don’t. According to Nielsen, 92% of consumers believe recommendations from friends and family over all forms of advertising. Our strategy was guided by one insight – Perodua owners would recommend Perodua to others, 22x more than any other car brands (source: CCS) The strategy was to use media to unlock the POWER OF OTHERS to launch Alza.

Media Execution
‘Live TV’ = Talk shows? Prime time news? 8 Quickie? B.O.R.I.N.G. We negotiated with Astro to allow us to bring one of Malaysia’s top TV program – Maharaja Lawak Mega (MLM) – out of the studios and onto the streets in front of One Utama – to launch Alza. The ‘first’ in MLM’s history! 1)Malaysia’s #1 ‘live’ TV program, with more than a million viewers every week. Reach – checked. 2)When people laugh, they connect instantly with whatever and whoever they were laughing with – Engagement – checked. 3)For 3 hours, 8 teams competed live in front of audience to be the funniest Alza salesman. ‘Man of the Match’ walked away with the brand new car. Product exposure – checked.

Results and Effectiveness
20,000+ people turned up for the launch, uninvited. The special MLM-Alza episode was watched by 1.5mil viewers. Alza hit Top 10 in Google Trends. #Alza dominated and overshadowed #MLM in the social spaces (Source: Meltwater Buzz) Sales target overachieved by 38%!