2015




2015 | |

The Hunt is on this CNY…for 10 Million Shoppers

Advertiser: Tesco Malaysia
Brand: Tesco
Creative Agency: -
Credits: -

The Challenge
The retail environment is a price war zone during CNY. Chinese consumers lack loyalty and shift stores whenever a buck could be saved. The challenge was to increase footfalls and drive increase in sales without relying on price promotions alone!

Insight, Strategy and the Idea
We realized the ‘gambling’ element attached to luck excites them and this heightens during CNY. In addition, creating avenues to “show-off” to family and friends, becomes an attraction point.

Strategy:

  • To drive the “gambling + luck” element: Setup a national in- store contest to win RM 288,888
  • To drive the “show-off” element: Give the consumer the opportunity to be exclusively on the red-carpet with the Ah-beng movie stars Amalgamated under a theme of “Tesco ONGMALI”, meaning Prosperity in the year of the horse @ Tesco.

Media Execution
The execution was crafted to deliver on the strategic pillars, connecting the dots to bring in a clear association: Walking into Tesco means walking out with Luck and Prosperity. The 1st ever nationwide hunt @ Tesco: We released contest clues on Radio to drive customers to stores for the hunt. Consumers had to hunt for products and find the mysterious Tesco Staff (and shout “ong-mali-mali-ong passcode to them to win). It was mass hysteria, to see hundreds of people running around shouting the passcode and carrying products. Star-Cast store visits and Movie premiere: The ‘AhBengMissionImpossible’ star cast visited stores for autographs and gave shoppers opportunities to flaunt with the casts and 1,500 lucky customers shared an unforgettable exclusive evening of gala premiere red carpet experience with them.

Results and Effectiveness
‘OngMali’ campaign knitted shoppers together with priceless experiences!

  • 12.4% Sales increase over CNY 2013 and the highest in 11 years of Tesco’s CNY history.
  • Over 10 Million consumers served in CNY, recordbreaking footfalls (116% increase from CNY 2013).
  • Over 11,000 #OngMali mentions worth RM330,000.

2015 | |

Uber VW Charity Drive

Advertiser: Volkswagen
Brand: Volkswagen
Creative Agency: -
Credits: -

The Challenge
Given the strength of Japanese brands in 2014, Volkswagen volumes declined – 7% vs YAG. The challenge was to grow volumes by addressing the Consideration to Purchase gap. We need to put value back in to the brand by dialing up brand value triggers in a captivating way.

Insight, Strategy and the Idea
Despite having a substantially higher household income than the average consumer (80% higher), the premium mass audience are careful shoppers, always looking at VALUE. Hence, QUALITY is an important factor of the value equation. We also found that the touchpoints with the biggest impact are experiential in nature. This is because quality is measured when a driver gets behind the wheel. Therefore, we aimed to use a driving experience as our content by putting people into the cockpit of a Volkswagen.

Media Execution
Our campaign was Uber x Volkswagen Charity Drive. We got 53 celebrities to take the road as Uber fleet drivers for a day, then share their experiences from being behind the wheel of a Volkswagen, essentially turning them into brand endorsers. To evoke an emotional pull, we centered the experience on a charitable cause. All fares earned by celebrities would be matched by Volkswagen and Uber, donated to a charity of their choice. At the end of each ride, passengers were offered a test drive to experience the Volkswagen themselves at their closest Volkswagen dealership.

Results and Effectiveness
At the media cost less than RM10000 we generated RM924,800 in earned media from Social media postings. Celebrities completed a total of 285 trips with 650 test drive invitations given out! RM17k was raised, benefiting 31 different charities! Brand uniqueness increased +12pts, brand sympathy increased +4pts, brand commitment +7pts. This led to Volkswagen experiencing first positive sales growth (79%) after declining 6 months. Sales have been a steadily growing an average +21.5% in Q1 2015.