2015

The Challenge
#Hotlink’s ‘Always On’ position, driven from our free basic internet product feature, allows you to stay connected all the time, even when you run out of data quota! But with everyone else shouting their own version of an always on internet message – how can we then outdo our competition, break through the clutter and reinforce our position as the true always on internet player?

The Solution – Insight & Idea
Sometimes the most basic human behavior becomes the most powerful insight. When online, consumers are MOST frustrated when they see an error 404 page on their mobile internet browser. 404 pages signify a downtime, or an ‘off’ moment in their online surfing experience. What better way to then communicate our ‘always on’ internet position, by hijacking these error browser pages and communicate to consumers that with #hotlink you can enjoy internet without downtime. “Never an off-moment with #Hotlink, only an always on moment”.

The Execution
In order to execute this First in Malaysia innovation of taking over 404 pages we created a new ad unit which would build intrigue and also lead consumers into an action. We worked with a local ad network company to identify how to access 404 pages. And for the first time, branded ads were showed on 404 error pages. Hotlink took over the 404 pages and replaced it with exciting visuals and messages.

The Results
The click through rates are astonishingly high at 2% vs Industry Benchmark of 0.12% Became the #1 most preferred mobile internet prepaid player, +7 points from Q2 – Q4 2014.

The Challenge
For the new One Max, HTC had a launch budget that is a fraction of Samsung S5 and iPhone 6. HTC market share was only 3% compared to the other 97% who either own a Samsung, Apple, Nokia, LG etc. So with such a low budget, how can HTC reach the 97% of Malaysia’s smartphone owners?

The Solution – Insight & Idea
Most smartphone buyers rely heavily on information available on the Internet instead of visiting retail outlets before making a purchase. 53% of users preferred mobile as the media channel for any information on gadgets. By the time a buyer reaches the retail outlet, Samsung’s and Apple’s mighty media budgets would have ensured they remain in the buyers’ shortlists. HTC needed a strategy to reach smartphone buyers before they even arrive at the retail outlets. HTC wanted buyers to test-drive the One Max before they are ‘hijacked’ by retailers to consider Samsung or Apple. But to do so, HTC would need at least a few million One Max models. We decided to put the One Max into the consumer’s hands without using a single unit of One Max. HTC would replicate the One Max experience on every smartphone screen with a mobile rich banner which will ‘take over’ the home screen of any smartphone.

The Execution
To be present in every user’s hands, mobile advertising was crucial as we could target non-HTC devices. The ad unit delivered the actual user experience of HTC One Max on any non-HTC device without requiring any additional application to be downloaded.

The Results
Average CTR : 1.40%, surpassing target by 40%! Average CTR on iOS devices (primary target audience) : 1.70%, surpassing target by a whopping 70%! Interaction rate : 1 minute and 18 seconds, surpassing target by a whopping 160%!

The Challenge
JohnnieWalkerBlackLabel (JWBL), a 195 year old brand, faced a serious challenge: How to stay relevant to Gen Y and retain share of throat?

The Solution – Insight & Idea
JWBL crafted a global TVC, “Make It Black” (MIB), which featured rebellious artists splashing black paint across a classically furnished living room and then setting it alight. INSIGHT:Consumers are jaded, have seen it all. Media needed to stun them to create conversation. STRATEGY:a 3 dimensional digital media strategy, with creative buys and innovation in targeting, combining REACH, ENGAGEMENT and SHARING, to bring TVC alive boldly and intensely.

The Execution
Alcohol advertising is restricted. Even Google platforms don’t accept alcohol ads. Agency’s media cocktail included multiple flavours:
(1)HIGH REACH:
creative take-over on Yahoo: TVC based video ad expanded to “pour” black paint onto entire screen.
(2)DEEP ENGAGEMENT:
3 level Spotify partnership:
(a)Audio commercial playing Wigmore’s TVC song.
(b)Spotify Companion banners leading to MIB’s Facebook tab.
(c)Special JW-Spotify Playlist, featuring bar tracks.
Social Influencers engaged for MIB event, later interpreting “bold and intense” in blogs.
Content on Party verticals juiceonline and timeoutkl, for regular drinkers.
Niche site Mashable for young techies.

(3)ENCOURAGING TVC SHARING AT SCALE:
Facebook targeting by language, to avoid Muslims.
“Stage of Life Cycle” targeting selected people as they update their “celebratory” status, encouraging occasion-based bottle purchase: newly weds, new job, birthdays.
Foreign languages to target expatriates in Malaysia: French, Italian etc.

The Results
Campaign reached 1.3mil Unique Visitors, generating a whopping 13% increase in P4W Consumption (TNS), strengthening JWBL as No.1 Brown Spirit in Malaysia. Facebook was no. 1 media for Awareness (88%), higher than the traditionally offline media. Generated WOM : 88% said “It’s the sort of Ad I would talk about with friends”. 87% find the ad distinctive, 43% find it “very” eye-catching. Brand affinity (“a brand for sophisticated, stylish people like me”) jumped 67%! JWBL found the right ingredient!

The Challenge
The growth of homegrown brands offering functional benefits was weakening P&G’s emotional bond with moms. We had to reignite this bond to reverse market share decline.

The Solution – Insight & Idea
Insight: Most women feel less beautiful and confident after becoming moms and it gets intensified because they feel guilty for every second that they “ignore” their kids.
Strategy: Raise public consciousness! Hence was born – STAY BEAUTIFUL, a campaign that inspired moms and people around them so they could have valuable personal time, enabled by P&G’s beauty brands.
Idea: Personal time can be achieved with help from loved ones so we appealed to people to empathize and realize that by helping moms get a little break, they are making a difference.

The Execution
The weapon of choice of YouTube viewers – THE SKIP BUTTON – became our ally. An interactive video featuring three crying kids popped up as pre-rolls with a “mimicked” skip button. Upsetting? Annoying? Wanna skip? Once skipped, the viewer sees the child being immediately attended to by the mom who is interrupted from a short break. And the message is delivered: YOU can Skip and ignore a crying child but moms CAN’T. Moms empathized with the 2-minute glimpse of their everyday lives and were led to a YouTube branded channel where they/people could pledge and donate time to moms making #StayBeautiful truly into a movement. A live counter on the branded channel tallied pledges proven by Instagram posts of donors filling in for mommy duties so moms could truly take some time off. The best entries were selected to win a pampering package- premium dUCk scarves and beauty products.

The Results
The video was viewed 1.6 million+ times at a third of the industry cost with a click-through rate 34% above benchmark. P&G beauty brands grew +2.7 pts in value share with key retailer stores.

The Challenge
TigerFC is Tiger Beer’s club for football enthusiast. Over the past 10 years, TigerFC has been engaging their fans with conventional viewing events and stage games during the BPL seasons. However in recent years, Tiger FC saw dwindling participation in their events as football fans moved on to competition’s more exciting and innovative viewing parties. Lower event participation also lead to lower trialist and loyalty towards Tiger. With Carlsberg owning BPL rights in 2014, challenge was to revive and increase desirability of TigerFC’s viewing parties amidst intense competition.

The Solution – Insight & Idea
Football enthusiasts loves studying football facts and share their views and predictions of the game in their social networks. In fact, during these games fans showcase their expertise by embarking on competitive wagering. With 66% penetration, mobile has become the device of choice for them to share during these live viewing parties. Our strategy? Use mobile to unleash this competitive spirit of every football fan and reward them for doing so. Idea? GAMEDAY a mobile-first football engagement synced live with BPL games.

The Execution
GAMEDAY is a breakthrough technology that acts like a mobile web application without the need for installation! This reduces the barrier for engagement as there is no app download required. Synced to each live football match, GAMEDAY turned those live football matches into social camaraderie by letting fans compete for points through match related Q&A, polls, scores predictions and more. GAMEDAY not only amplified engagement with Tiger Beer; but gave our football enthusiasts a platform to embark on competitive wagering and showcased their expertise.

The Results
Both TigerFC’s events saw average 200 attendees, a 150% increase from past events. A third of our audience was 100% engaged on GAMEDAY throughout both the 90-minutes matches! Social earned media worth RM 202,540; 15 times over investment. Participants’ feedback demonstrated an increase in brand affinity.