2015




2015 | |

AirAsia “Taylor-ed” Swift a Poster

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

The Challenge
AirAsia was bringing Taylor Swift to KL. How do you tell the millennials amidst their busy life?

Insight, Strategy and the Idea
Agency found a way, and it was through moments when youths are doing…nothing. At home, in school, at the mall, were just a few places. Then one thing struck us: public transport, where most youth depend on it to get around. The youth have many “lull” moments inside train stations. Our proprietary research showed that 71% of people notice transit stations advertisements, while 81% agree that they notice poster ads they regularly pass. Internet connectivity is paramount to millennials. They seek for free data connection at every opportunity, automatically. We latched onto millennials behavior and need for Wifi as the key to innovate our execution. The idea: A poster inside train stations that has WIFI!

Media Execution
For a meaningful connection, we created Malaysia’s FIRST WIFI-enabled posters (WiPos) to bring AirAsia and Taylor Swift closer to the youth. We did away with the usual static boards, and transformed AirAsia’s posters into a thing of innovation. Everyone within distance could use the connection for free. The WiPos carry the brandings of AirAsia and Taylor Swift, along with instructions to connect. WiPos were placed at high ridership stations in Klang Valley for maximum reach. More than just providing free internet connectivity, the WiPos have call to actions that push AirAsia every time. Once connected, it automatically brings them to AirAsia.com – adding a second layer of brand engagement. After which, users can browse/stream music happily without fear of data burn.

Results and Effectiveness
FIRST-EVER gateway enabled billboard in Malaysia featuring consumer brands. Approximately 44,000 engaged users were directed to AirAsia website. Approximately 2,364,000 LRT riders exposed to the WiFi posters with Taylor Swift and AirAsia, gaining massive attention & high association.

2015 | |

Castrol MAGNATEC Goal Striker Brings Protection To Life With Outdoor

Advertiser: BP Castrol Lubricants (Malaysia) Sdn. Bhd.
Brand: Castrol
Creative Agency: -
Credits: -

The Challenge
Consumers find engine oil boring because of the distant nature of the product. Castrol wanted to educate Malaysians that up to 75% of engine wear happens at start-up and Castrol MAGNATEC’s Intelligent Molecule instantly prevents this problem. How do we bring to life the product USP of ‘Instant Protection’ in a fun and engaging manner?

Insight, Strategy and the Idea
Malaysia has 141% mobile penetration and the 4th highest digital engagement in the world with 38% of daily media interactions occurring on a smartphone and 40% taking place out-of-home. With Castrol being a global sponsor for the 2014 FIFA World CupTM, there was an opportunity to create memorable brand association with its core male consumers, and drive affinity for Castrol through football. Hence, we developed a mobile game – ‘Castrol MAGNATEC Goal Striker’ – to bring to life the ‘Instant Protection’ proposition to create a unique engagement with consumers.

Media Execution
We chose a location with the highest traffic – Bukit Bintang, KL. We picked the tallest digital screen in the country. We turned it into an interactive board with ‘Mobile Interactive Controller’ (MOBICON) technology. MOBICON transformed a normal smartphone into an interactive controller to play the ‘Castrol MAGNATEC Goal Striker’ game on the big screen. Players kicked molecule balls pass the goal keeper which represents engine harmful deposit onto the engine. Players scored points by lubricating the engine with the oil molecules (=goals), and the more they scored, the higher the points. To ensure that this is not just a digital experience, we rewarded daily top scorers with bottles of Castrol MAGNATEC.

Results and Effectiveness
Castrol MAGNATEC Goal Striker brought the ‘Instant Protection’ message to life with 1,000+ gameplays in 9 hours across 2 weeks. 1,400+ goals were scored by all participants. 361 Castrol MAGNATEC packs were redeemed by daily top scorers.

2015 | |

How HTC turned every mobile device into OOH screens

Advertiser: HTC
Brand: HTC One Max
Creative Agency: -
Credits: -

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?

Insight, Strategy and the Idea
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 be exposed to the One Max, while they are out of home and at point-of-sale, 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. The strategy will turn every Android and IOS devices into out- of-home digital screens and POS media 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.

Media Execution
To be present in every user’s hands while they are out of home, 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.

Results and Effectiveness
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%!

2015 | |

How did we permanently integrated Old Town White Coffee into Ipoh Old Town for a LIFETIME.

Advertiser: OLDTOWN White Coffee
Brand: OLDTOWN White Coffee
Creative Agency: -
Credits: -

The Challenge
The instant white coffee segment has long been the stronghold of Old Town White Coffee (OTWC) for over 15 years and the brand faced the risk of being dethroned by other instant coffee players with heavy media budgets eg Nescafe and Wonda. OTWC needed to quickly dilute the onslaught and strengthen its market position as No1 in the instant white coffee segment and establish it as the true white coffee.

Insight, Strategy and the Idea
The explosion of many local cafes around Malaysia is a testament to Malaysia’s preference for local coffee. OTWC 3 in1 coffee has a rich history dating back to 1958, from a humble coffee shop serving White Coffee in Ipoh Old Town. We saw an opportunity to intrinsically link Ipoh = White Coffee = Old Town. To pull this off, we turned to a renowned wall mural artiste to permanently immortalized OTWC into the heritage buildings around Old Town.

Media Execution
We created Art of Old Town in partnership with Ernest Zacharevic (EZ) who made headlines with his wall mural art in Penang. EZ painted seven iconic wall murals depicting life in Old Town old heritage buildings. Whilst the wall murals was in production, we enlisted the bloggers and press to cover the project starting with the reporters following EZ on his secret mission in Ipoh and finally the full unveiling.

Results and Effectiveness
Art Of Old Town is now listed as the #No.1 MUST DO LIST in Ipoh on Trip Advisor. It is also being heavily featured as the main attraction when one is visiting Ipoh by tourism boards, bloggers and media. OTWC wall mural is immortalized every time someone takes a selfie. Old Town White Coffee strengthened its market share and grew by a whopping 30% in a year!

2015 | |

The Winning Lap

Advertiser: PETRONAS Group
Brand: PETRONAS Motorsports
Creative Agency: -
Credits: -

The Challenge
When MercedesAMGPETRONASF1 team secured their first World Constructors’ Championship in 2014, they wanted to share the joy with their fans – especially to unite Malaysians and celebrate the world triumph of one of the country’s own. They wanted to build a crescendo by going through a final “Winning Lap” with Malaysians.

Insight, Strategy and the Idea
Social media is hugely popular with sports fans who post congratulatory messages and follow team pages and brands that associate with their sport teams. These fans want their posts to have increased visibility. To build this crescendo, we provided the avenue for Malaysian fans to post their congratulatory messages, in an Outdoor space where their posts will get visibility. Throughout this celebration, the audiences can post messages and win prizes.

Media Execution
For impact, the huge OOH Digital Screen at Pavilion. It featured a real time social media feed to capture celebratory tweets, FB updates and Instagrams with #PETRONASFormulaWin. To give “fame” to these posts, the live audience could simultaneously see their posts go live on the big screen. At the same time allowed people not on location to participate too. Amplication of celebration: nearby simultaneous ground activities. These included prizes for every 100th tweet to the screen, consumer engagement via loyalty card registration, photo sessions with PETRONAS crew in F1 jumpsuits. The Crew also had tablets on their jumpsuits to encourage spontaneous congratulatory live postings, which are also retransmitted to the big screen.

Results and Effectiveness
Within 4 hours of the engagement period at the OOH screen, 1103 total
share (digital) engaged a live audience of 8378 people.

  • 4 shares on Twitter per minute
  • 1103 shares on Twitter
  • 3 unique shares per minute
  • 778 total unique shares engaging users worldwide Petronas photo sessions, shared on Instagram: 35 viewers per minute
  • 8378 viewers (Source: MovingWalls) Congratulations Malaysia!!