2015




2015 | |

Letters for the Future

Advertiser: AIA
Brand: AIA
Creative Agency: Starcom Mediavest Group
Credits: -

The Challenge
AIA’s challenge was to overcome the typically negative perceptions of an insurance company, and instead make a genuine emotional connection with the newly created brand proposition; AIA ‘The Real Life Company’. Our objective: Increase brand consideration score (Q2 2014 58%).

The Solution – Insight & Idea
Parents typically find it easier to impart rational strength i.e. saying “study hard” than to show emotional strength with a statement like, “I love you”. We wanted people to realize that the emotional impact of leaving a message of love, was just as important as the financial legacy once they were gone. AIA’s “Letters for the Future” encouraged reserved Malaysians to express their heartfelt sentiments today so their loved ones have them as tangible mementos for tomorrow. The idea led us to develop a parent- focused time capsule concept. The campaign encouraged parents to capture their thoughts, hopes or advice to be shared with their children in the future via AIA’s dedicated mobile friendly site.

The Execution
Three videos were beautifully crafted to support the campaign:
Video #1: We launched a heartfelt video where Timothy Tiah (Malaysia’s top blogger), spoke about his dreams for his prematurely born son.
Video #2: ‘Surat Untuk Anak’ depicted a father’s journey with his two cerebral palsy children was release after suggested by a parent.
Video #3: “Mom’s Letter to Me” was an entry we discovered, left many moms in tears.

The Results
These videos (shared 8,148 times) became Facebook’s No.1 videos shared in September and October 2014 in Malaysia’s financial category, and Top 10 globally. AIA received 120,000 words of love and wisdom, sent by 600+ parents but read by many – mobile site had 363,349 visitors. Entries exceeded expectation by 132%. With the campaign reaching 6,200,000+ parents digitally, the increase in engagement grew brand consideration scores by 28% (Q4 2014 74%), maintaining AIA’s no.1 position.

2015 | |

Coca-Cola The World Is Ours

Advertiser: Coca-Cola Far East Limited
Brand: Coke
Creative Agency: Mediacompete Sdn Bhd
Credits: -

The Challenge
2014 is the year of WorldCup, but sports association is owned by isotonic 100PLUS. To defend volumes, we need to leverage Malaysians’ football passion, and show that only Coca-Cola can bring the ultimate, refreshingly authentic FIFA WorldCup experience, one that is locally relevant, yet globally connected.

The Solution – Insight & Idea
We had to defend volumes early. Coca-Cola would make a difference by turning the campaign into “The World’s Cup”, where the all-inclusive campaign will connect everyone to the games, regardless of geography. Malaysians got to view the Trophy upclose, which generated massive amounts of social conversations. Besides football, music is also a universal connector amongst Malaysians and the world. Marrying music and football, we leveraged on the global Coca-Cola WorldCup anthem by adding Malaysian flavour to it through instruments and local language vocals.

The Execution
We localized the global anthem by featuring top Malaysian artists and general public. The local version of the song contained lines in Bahasa Malaysia, Mandarin and Tamil, representing the cultural diversity and unity of Malaysia. The song was played on airwaves and Era, Hitz, MYFM conducted a contest calling Malaysians to submit their own versions via online or on-ground. The user-generated videos were featured in the localized music video – bringing Malaysians together to celebrate the “World’s Cup”. The localized anthem and music video were amplified across all partnered networks – MediaPrima, Astro, RTM, Facebook and YouTube.

The Results
9,147 attended Trophy Tour event – second only to India! The localized music video on YouTube achieved over 1MILLION VIEWS in just 2 months! The campaign earned RM2.9million media value through partial-barter partnership, generating a ROI of 35.8x! “Spontaneous Brand Awareness” grew +4%, “Brand Love” increased +12%. “Is an uplifting drink” +11%, “Consumption Intent” rose +11%, “Brand consumed out-of-home” rose +38%. Sales volume increased +37% over WorldCup period, overtaking 100PLUS’s growth.

2015 | |

Ikea BookBook

Advertiser: Ikano Pte Ltd
Brand: Ikea
Creative Agency: PHD Media (M) Sdn Bhd
Credits: -

The Challenge
Is the Ikea book too low-fi for the high-tech age? Can a book be entertaining to today’s digital generation more accustomed with video browsing than catalogue browsing? Can a book be a technology that is so life- enhancing it should be in the hands of everyone? Why should one bother to pick up a printed copy of the Book, when with a swipe on one’s mobile phone, one can easily access the same content on a digital media? Can IKEA entertain its audience with a printed book full of furniture images?

The Solution – Insight & Idea
At the same time of the IKEA Book launch, the iPhone 6 was just about to launch, so we knew that all the digital natives will be abuzz with conversations around the iPhone 6 and its anticipated technological features. Hence IKEA took to the stage to launch their 2015 Catalogue just as if it was the world’s best gadget, in a complete Apple Spoof, filming a branded video to provide the explanation of how their catalogue was engineered to perfection. In the video, IKEA was said to have created an intuitive, advanced.

The Execution
The branded video hosted was on Youtube and amplified through theTube Mogul network, which introduces Ikea’s 2015 catalogue in a manner that parodies the current obsession with modern technological gadgets such as tables and smartphones, and done in an entertaining style that mimics how Apple often markets its popular consumer products.

The Results
Youtube – 376k viewed at least 1⁄2 the video, with a total of 510k viewing minutes – exceeding the target by 25%. Over 30% watched it through other websites – making the campaign truly viral Site Visits – Increased by 53%, with 70% coming from Earned media! – Products views on website increased by 35% – Conversion increased by 200% – Over 300% more shopping cart conversions.

2015 | |

Our Birthday, Your Gift

Advertiser: Maybank Group
Brand: Maybank
Creative Agency: Zenith Media Sdn Bhd
Credits: -

The Challenge
On its 54th birthday, Maybank wanted to stand out, befitting its proposition of “Humanizing Financial Services”. Could we utilize this opportunity to connect the brand with millennnials?

The Solution – Insight & Idea
INSIGHTS: Our research showed that Malaysians react positively to social causes: these rank in top 5 most watched/shared/commented content on Facebook. However, to break through clutter, and show our human side, we would have to be creative, to connect with Gen Y.
STRATEGY: Just like guests receive return gifts when they visit a birthday party, the strategy was that Maybank should give back to some of its long-standing customers, based on their needs. This activity would be captured and made into bespoke branded content.
IDEA: Give back to some of Maybank’s long- standing customers, and celebrate their emotional stories of courage. The bank would recede to the background, and real people would be heroes. We would devise branded content customized for YouTube (preferred platform of millennials).

The Execution
GENUINE EMOTIONAL STORIES Working with branch managers across Peninsular and East Malaysia we found personal stories of long-standing Maybank customers who were going through tough times. For example, we identified a grandmother of 7 orphans who supported them by driving a bus. We surprised her and gave them all a trip to LEGOLAND so they could experience childhood again. BIRTHDAY GIFTS All customers at branches on the birth date got a surprise gift. Automated toy trucks, accompanied with balloons and cheering bank staff, delivered these. We captured this real-life excitement via hidden cameras, created and sharing video online.

The Results
We received an amazing 5,000,000+ interactions and 1.5MN+ video views. Brand value increased 10% while brand strength grew 35%. Thousands of customers received birthday surprises, generating earned media worth RM 500,000+ Maybank won five awards. Maybank had successfully humanized the most “human” day: its birthday!

2015 | |

Nippon Paint Tolong RumahKu!

Advertiser: Nippon Paint (M) Sdn Bhd
Brand: Nippon Paint
Creative Agency: Vizeum Media Services (M) Sdn Bhd
Credits: -

The Challenge
Nippon Paint has only one mission every year – to activate home owners out of their torpor to pick up a brush and paint. But Malaysians are generally lazy – as long as the roof is not coming down, it’s oklah! With a consistent mission, the challenge is – how to deliver this in a fresh manner?

The Solution – Insight & Idea
In every cozy Malaysian home you’d find imperfections such as rusty grille, oil stained kitchen walls and streaky water marks from leaky roof and if you look carefully, you may even find children’s doodle stuck-on walls. Turning a blind eye is easy because picking up the brush is hard. But, inside they were just screaming for help. After all, everyone wants a perfect home. Based on this insight, we created – arhhhhhhh … “Tolong Rumahku!!” The content was designed to help Malaysians realize that they do not need to live in imperfect homes.

The Execution
To kick start, we recruited real homes with real issues – using Facebook. The problems submitted ranged from leaky roofs to cracked floor, from dull living rooms right to dark moldy tiles of 30 year old bathrooms. We carefully selected the most challenging rumah’s to be tolonged to demonstrate the range of coating solutions that Nippon Paint has in its repertoire. A 30 minutes branded content on TV3 “Deko Idaman” was created to showcase the most challenging problems in a light hearted manner. We then layered with more hard working tips, guides and step-by-steps on YouTube.

The Results
Sales increased 181%. The colours featured in the branded program outsold other colours. We achieved 4 million views (and still growing) on Nippon Paint YouTube channel – even higher than Ikea!! More importantly, “Tolong Rumahku” is a testimony on how truly desperate Malaysian homeowners want a perfect little home.