2015




2015 | |

AIA Letters for the Future

Advertiser: AIA
Brand: AIA
Creative Agency: -
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
Would-be insurance buyers in Malaysia, typically find it easier to impart rational strength (i.e. encouraging children to “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.

Media Execution
AIA’s Facebook launched a heartfelt video footage from Timothy Tiah (Malaysia’s top blogger), about his dreams for his prematurely born son. This was followed by letters from 11 Malaysian celebrities and parent bloggers. The content was amplified across digital space via social seeding (79,747 UVs; shared 6,167x); whilst programmatic ads, native ads(Yahoo), YouTube pre-rolls, Facebook page posts and video ads reached over 20.5 million impressions with over 551,000 clicks. Parents were subsequently encouraged to write to their children via AIA’s dedicated mobile friendly site. Subsequently, two more heartfelt videos (these stories were picked up from entries received) were released to further encourage participation. We collaborated radio 988 where parents who submitted their letters were contacted and share their experience on the morning show reaching out to 1.15 million listeners. Station DJs also shared their letters to their children with AIA. Print campaign supported in building massawareness
with creative editorial in key titles such as The Sun, Sin Chew Daily, The Star and Feminine reaching 800,000+ parents (15+) and 650,000+ parents with kids(0-14yo). We strategically used Astro TV (AEC, WLT, Astroon-Demand) to air a video footage, specifically targeting Chinese parents to encourage them to pen down their words.

The Results
“Letters for the Future” saw Malaysians capture their thoughts, hopes or advice to be shared with their children in the future. The messages were then beautifully packaged as time capsules and delivered to the creators within a week, so that parents might present them to their children later on. AIA received 120,000 words of love and wisdoms, sent by over 600 parents. More importantly these entries were read by more parents – the mobile friendly website was visited 363,349 times. Entries exceeded target by 132%. This campaign reached 6,200,000+ parents across the digital space. FB posts were organically shared 9,569 times; videos were shared 8,148 times. The videos were the No. 1 videos shared in September and October 2014 in Malaysia’s financial category, and Top 10 globally in Facebook. Fans increased by 16,072. The increase in engagement helped brand consideration scores grow by 28% (Q4 2014 74%), maintaining AIA’s no. 1 position.

2015 | |

AirAsia 200,000 New Reasons to Fly!

Advertiser: AirAsia
Brand: AirAsia
Creative Agency: -
Credits: -

The Challenge
It’s public knowledge that AirAsia pioneered and dominated online ticket booking in Malaysia. But, like everything innovative and new, this model soon caught on with AirAsia’s competitors who have resorted to online discounts and promotions to break its domination. AirAsia needed to exert its dominance. This is how we did it.

Insight, Strategy and the Idea
Deep diving into the consumer’s behavior, we realized that there was still a large section of travelers who still planned and booked their trips via conventional travel agents or through the industry’s annual travel fair–MATTA Fair (187,055 visitors in 2013). We could have opted to partake in the MATTA Fair, but:
1. Because travel agencies were present there, we didn’t want to create a sense of competition with our allies;
2. It defeats the purpose to be present in yet another cluttered environment (a total of 1033 booths were set up at the March Matta fair in 2014). Observations into customer behavior indicate people like a “one-stop shop” atmosphere. While MATTA Fair provide this, it was broken up by different players. We wanted to market all AirAsia’s products in one place – from tickets to hotels. We saw our opportunity: Since the digital migration, no airline had an exclusive presence in a physical location to satisfy the needs mentioned above. We identified our platform: Malaysia’s very first airline-exclusive travel fair!
Idea: The AirAsia Travel Fair 2014 (AATF) — an exclusive industry FIRST. The exclusivity strengthened AirAsia’s relationships with travel partners while winning over in offline sales channels.

Media Execution
AATF is a “one-stop shop” with over 20 booths by various tourism bodies and AirAsia partners. The event was held at Paradigm Mall giving 20% discount on flights. Travel partners are able to talk & seal deals with consumers face-to- face. This large section of travelers covered with the AATF further positioned AirAsia as the dominant player in the market. To gather massive attendance, agency brokered a partnership with Media Prima TV & radio platforms to cover the event live on popular talk shows and news programs including One FM and Hot FM. Celebrities and key opinion leaders in travel likewise promoted AATF to their “flock”. They were on-ground to provide instant entertainment and meet & greet. Other means to promote AATF were major dailies and OOH within the mall prior to the event. AirAsia’s internal assets (EDMs, LCD screens and the Allstar Blast), were like used to dominate spaces where our most valuable consumers are.

Results and Effectiveness
This campaign did extremely well despite it being a first time venture for AirAsia. This is how our display of dominance worked: Over 200,000 people visited AATF— that’s 300% more than the 50,000 goal. AATF sales contributed about 10% incremental to overall sales. AATF helped partners & AirAsia Group by increasing revenue to RM 10.42 million — 50% more against usual period. Total earned media estimated at RM 1.05 million. As a result, AATF increased Paradigm Mall’s footfall by 48% on Friday, and 20% over weekend.

2015 | |

Coca-Cola FIFA World Cup

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

The Challenge
2014 is the year of WorldCup, but sports association is owned by isotonic 100PLUS. To defend and grow volumes, we had to develop a programme that anchors on Malaysians’ football passion and prove to them that only Coca-Cola can bring the ultimate, refreshingly authentic FIFA WorldCup experience, one that is locally relevant, yet globally connected.

Insight, Strategy and the 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 greatest show of the year, regardless of geography. The programme anchored on key passion points, through only “Coca-Cola can do” assets:
Phase 1: Launch with visit of the Trophy Tour to Malaysia
Phase 2: Inspire Malaysians via Coca-Cola global anthem (Music)
Phase 3: Involve Malaysians with the “Happiness Flag” programme (Social)
Phase 4: Engage and Celebrate World Cup with the football fanatics

Media Execution
Phase 1: We partnered with the 3 biggest media networks (MediaPrima, Astro and RTM) to cover the Trophy Tour in a massive way. Media were invited for a first preview of the Trophy as it arrived on Day1. RTM was given live exclusive broadcast followed by media visits to MediaPrima and Astro. Astro Radio conducted outdoor broadcast, TV3 BuletinUtama broadcasted the unveiling of the trophy live, featuring the Youth&Sports Minister. Malaysians then got to view the Trophy upclose, which generated massive amounts of social conversations.
Phase 2: We localized the global anthem by featuring top Malaysian artists and general public. 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.
Phase 3: We “brought” Malaysians to the WorldCup. Malaysian faces, along with others from 206 countries, were collected and featured on the
“Happiness Flag”, unveiled during the Opening Game in Brazil. The photos were collected via HappinessTruck across 60 locations in 4 weeks. The visits were amplified via radio live crossovers, microsite, and social media, driving further
participation.
Phase 4: WorldCup fever is on! The rallying cry for celebration (thematic messaging) was distributed via TV,Outdoor, Radio. Coca-Cola went on-ground with Astro Ola-Bola event and viewing parties were held at mamaks nationwide to excite and remind Malaysians to enjoy the game with Coca-Cola.

Results and Effectiveness
9,147 attended Trophy Tour event – second only to India! The localized music video on YouTube achieved over 1MILLION VIEWS in just 2-months! 7,931 photos were submitted, making Malaysia the 4th-largest contributor to the Happiness Flag globally! The campaign earned RM51.5million media value through extensive multi-media coverage across TV, radio, press, online and on-ground. “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 | |

Nippon Paint Tolong RumahKu!

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

The Challenge
NipponPaint 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 and have a high tolerance towards imperfections. As long as the roof is not coming down, it’s oklah! With a consistent mission and message, the challenge is – how to deliver this in a fresh manner?

Insight, Strategy and the Idea
In every cozy Malaysian home you’d find imperfections such as rusty grille, oil-stained kitchen walls and water-marks from leaky roof and if you look carefully, you may even find children’s doodle stuckon 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 “Tolong Rumahku!!” “Tolong Rumahku” is more than a campaign or branded content. It is about
giving back to all homeowners and delivering on our brand promise to breathe new life into every environment. To deliver this across income or racial groups, we embarked on a very ambitious TV+ strategy with 3 key screen partners – Astro, Media Prima and YouTube that covered different languages and millions of homeowners. Content were designed to help Malaysians realize that they do not need to live in imperfect homes. We layered each mass media content with a comprehensive ecosystem of behind-the- scenes, tips, guides, careline and social media helpdesk. Through each home we helped, we built greater trust in the brand and sealed NipponPaint’s dominance as the coating expert.

Media Execution
We started by recruiting real homes with real issues. Using Facebook, we asked homeowners to come forward and ask to “Tolong Rumahku”. The problems submitted ranged from leaky roofs to cracked floor, from dull living rooms 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 NipponPaint 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. Whereas on Radio, we got Era, My & Raaga’s Radio Announcers to help us activate the homeowners by challenging them on air and on the respective station’s social network! The accepted challenges were then turned into 45sec capsules to be aired on Astro TV. We then layered with more hard working tips, guides and step-by-steps on YouTube. Tolong RumahKu was supported by a live ecosystem of online live chat, Facebook, careline and mobile trucks.

Results and Effectiveness
Sales increased 181%
Colours featured in our year-long “Tolong Rumahku” campaign outsold other colours
“Tolong Rumahku” helped us to recruits 46% more fans on Facebook and 3.7x more
subscribers on YouTube.
7,226 shares on Facebook where fans encouraged friends and family to start picking up the brush!
4 million views on NipponPaint YouTube channel – even higher than Ikea!!
More importantly, “Tolong Rumahku” is a testimony on how truly desperate Malaysian homeowners want a perfect home.

2015 | |

Tesco IT’S THE YEAR OF “ONG MALI”

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

The Challenge
The retail sector is a price war zone during Chinese New Year (CNY). Though popular, Tesco was becoming just another hypermarket as Chinese consumers tend to lack loyalty and shift stores whenever a buck could be saved. The challenge was to ensure Tesco was seen and heard by a segment heavily bombarded by advertising.

Insight, Strategy and the Idea
Luck and prosperity are the biggest elements that attract Chinese shoppers. We realized the ‘gambling’ piece attached to luck excites them and this heightens during CNY. Fueling their superstitious interest, we created an integrated CNY campaign that gives them a twist of luck and focus our theme on ‘Ong’ (means prosperity) and Mali (a colloquial way of saying ‘Mari’ meaning come) Idea? Largest first-ever nationwide hunt for ‘Ong’ across 21 days in 42 Tesco hypermarkets! This near impossible mission coincided with the CNY hit movie ‘Ah Beng Mission Impossible’. Tapping on the same concept, we leveraged on popular Ah Beng character to anchor Tesco’s entire hunt for prosperity.

Media Execution
Campaign was maximized in 3 phases across media platforms.
ANTICIPATION
Content about Tesco’s ‘#OngMali’ campaign was seeded across digital platforms and social networks generating buzz and speculations. Ah Beng was the face in these content pieces and further triggered conversations that spread like wildfire. EXCITEMENT
ASTRO Radio launched ‘OngMali’ hunt with a bang, getting listeners excited with clues to the nationwide hunt and propagating it to fans on social sphere.
Content was simultaneously seeded across radio stations’ websites and social networks to gear-up listeners for the hunt.
42 hypermarkets’ floor space was turned into a massive treasure hunt, with Tesco staff mobilized as decoy fugitives too create more excitement.
The ‘Ah Beng Mission Impossible’ casts made a mega appearance in stores, and starred in videos that ran across digital and TV. The familiar voice of Ah Beng was heard across airwaves announcing their appearances in stores to meet fans!
The big surprise – ‘Ah Beng Mission Impossible’ casts showed up at lucky Tesco Online shoppers’ doorsteps which caused frenzy and envy to the community!
AMPLIFICATION
Weekly winners’ interviews filled the radio waves generating bigger anticipation and excitement for subsequent weeks.
Ecstatic winners of the Ong Mali Hunt and Tesco Online further advocated about the campaign to their online communities resulting in increasing number of participants!
Exclusive content were captured on radio and digital to drive momentum, and further led up to Tesco announcing on national radio a surprise additional RM 50,000 ‘Ong’ prize top-up, in line with the ambiguity of ‘luck’ to the delight Chinese consumers

Results and Effectiveness
#OngMali was the talk of the town and business. Sales: 12.4% Sales increase over CNY 2014 – highest in 11 years of Tesco’s operations during CNY weeks. Footfalls: Over 10 Million consumers were served, breaking all footfall traffic in-store, a 116% increase from CNY 2013.
Social Flaunting: 20million impression on social media (4x higher than typical Tesco paid campaign) Surprise Star-cast
visit content: Delivered 100,000 views. (5x ahead of average views of organic video)