2015




2015 | |

Ambi Pur Ambi Pur Jams with Home-bound Malays for Raya

Advertiser: Procter & Gamble
Brand: Ambi Pur
Creative Agency: -
Credits: -

The Challenge
The overall air freshener category share has been declining, even with high spending during festive seasons. Ambi Pur had to be top-of-mind during this cluttered media period.

Insight, Strategy and the Idea
Raya is about balik kampung which means traffic jams with an average of six hours spent on the road. This was turning from a journey of bonding with family into a “Hunger Games” of getting there. We needed to bring back the spirit of balik kampung, a tradition that binds. Aligning this with Ambi Pur CAR’s refreshing benefit, we built the idea: Refreshkan Balik Kampung. We tied it with an inseparable part of any journey – MUSIC, that was topical and catchy. Music is the travelers’ entertainment of choice, particularly memorably nostalgic Raya songs. We partnered with BUNKFACE, Malaysia’s coolest punk band to remix their popular Raya song: Anugerah Syawal mixed with Ambi Pur’s jingle.

Media Execution
We remixed the song with lyrics related to Refreshkan Balik Kampung. Then, seeded this
branded song in major Malay radio stations via live reads and band interviews on both
their digital and offline feeds. To further the hype and awareness, we asked popular DJs and social influencers to record their own versions of Anugerah Syawal in an epic
showdown. We created an online playlist with a leading online music portal, GUVERA and
webbed it with the rest of its music partners that also have offline radio stations.

Results and Effectiveness
We reached 52% of our consumers within 2 weeks. On an average, each song in
the Ambi Pur playlist was played at least 500 times (total of 20,000 hits) at 43%
average completion rate. 34% of song traffic and 67% of the music video hits
were organic (earned) helping to create top of mind recall which enabled Ambi
Pur CAR’s key SKU’s volume sales to grow by 15% vs past period.

2015 | |

Dewan Filharmonik PETRONAS Classical Exposed on Radio

Advertiser: PETRONAS Group
Brand: Dewan Filharmonik PETRONAS
Creative Agency: -
Credits: -

The Challenge
Malaysian Philharmonic Orchestra (MPO) is a world class orchestra located at
Dewan Filharmonik PETRONAS (DFP). Its aim is to expand interest in classical
(and other music) among Malaysians. The MPO has a dedicated audience of
older music lovers, but needed to connect with the younger audiences who had
never sampled its delights. How could we we bring MPO out of its beautiful hall
and strengthen the understanding of classical orchestra music amongst
millennials?

Insight, Strategy and the Idea
We understood a key component that makes music interesting is the stories that comes
hand-in-hand with each piece composed. In classical music, beyond the stories of how
the musical piece was composed, lie personal stories about the musicians of the
orchestra. We decided to ignite curiosity by bringing inspiring stories to the public and expose the key performers and conductors to become advocates for classical music.

Media Execution
We partnered up with BFM, a radio station that has a high affinity amongst PMEBs
listeners and for the first time ever, brought MPO out of its halls. We co-created a
segment, ‘Classical Exposed’ where every week we would invite musicians from MPO to
join the segment where they would share inspiring stories about themselves and classical music.

Results and Effectiveness
We successfully brought MPO out of its halls and exposed itself via a variety of
musicians from MPO. We inspired and reach over 350,000 PMEB listeners about
classical music and brought the brand’s DNA to life in expanding musical interest
through a first ever classical music segment, ‘Classical Exposed’. This contributed
to the increase of 13% in ticket sales in the second half of the year which had
MPO played sweet music to DFP’s ears.

2015 | |

Digi Lalang Chong entertains Malaysian World Cup Fans like no one did it before!

Advertiser: Digi Telecommunications
Brand: Digi
Creative Agency: -
Credits: -

The Challenge
The 2014 FIFA World Cup season is heavily saturated with ads. Not being an
official sponsor, Digi needed to find a way to stand out.

Insight, Strategy and the Idea
During the World Cup, everybody is a football fan. Hardcore fans suddenly became the
minority. It wasn’t football, but the international-ness of the whole thing that attracted people. We also discovered another important insight about Malaysian audiences: “It’s about winning, not about football”. This was evident in the numerous discussions about final scores, which country won and which country is moving up vs the finer points of the game itself. We created a character that unashamedly mirrored the Malaysian World Cup fan’s mentality. Lalang Chong would always support the winning team, even if they weren’t his favourite before the match began. The idea was summed up in the phrase ‘Lalang sampai memang’, which roughly means ‘Switch sides until you win.

Media Execution
To get around the non-sponsorship, we didn’t mention ‘FIFA World Cup’ but talked about
the matches, i.e. ‘Switzerland vs France’. To stand out, we avoided:
Typical 30-sec spots,
Excited announcer-type VOs,
Pre-recorded, one-version- fits-all scripts Instead, we created ‘live’, morning- before-the-match updates and commentary. Lalang Chong actually interacted with the on-air radio hosts, and shared his thoughts on the game. Of course, it was all ‘lalang’ commentary and predictions. This ‘infuriated’ the DJs, and secretly delighted fans. More than a radio ad, Lalang Chong became part of the radio show itself.

Results and Effectiveness
The campaign was immensely popular, and drove 450,000 Twitter conversations. Business-wise:
Q3’14 vs. Q3’13 mobile internet customers grew by 26.5%,
Q3’14 vs. Q3’13 internet revenue grew by 40.3%
Today, Lalang Chong is a regular football commentator and score predictor on Hitz.fm. Fans just can’t get enough. All this from the self- proclaimed ultimate lalang football fan!

2015 | |

Mamee Chef Turn 4 Giant Stations into Mamee Krew Kari Laksa

Advertiser: Mamee-Double Decker (M) Berhad
Brand: Mamee Chef
Creative Agency: -
Credits: -

The Challenge
MameeKariLaksa was awarded the No. 1 curry instant noodles in the world by Ramen Rater. It is a great achievement for the brand. Unfortunately, nobody’s aware of it. So how do we throw a big celebration on a stretched budget?

Insight, Strategy and the Idea
By associating MameeKariLaksa with other No. 1! We collaborated with not one, but four
No. 1 Radio stations. We hi-jacked 4 whole stations. The concept was simple. Everyone at the Radio stations involved loves MameeKariLaksa and is ecstatic. Mamee beat all the other noodles in the world. To celebrate and give their highest accolade, a station was renamed to Kari laksa.fm and their Morning and Evening Drive time DJs were called Mamee Krew Kari Laksa, for a whole week!

Media Execution
No. 1 stations – Hitz.fm, Era.fm, My.fm and Gegar.fm’s Krew Kari Laksa spoke about how
MameeKariLaksa became No. 1 and ran contests around it. The “Sembang Laksa” segment featured our ambassador, Chef Ismail the co-creator of Mamee Chef Kari. “Paksa Laksa Challenge & Contest” brought top DJs from different stations to one contest. For instance, Era’s Ray challenged Hitz’ Ean & Jin to see how much they can eat within 15 minutes. The campaign is delivered through a combination of on-air exposures; 500 recorded messages, 60 live impacts, 50 announcer talksets, over 400 commercials, 103 social media updates from radio stations & DJs and 4 weeks of online exposure on station websites.

Results and Effectiveness
We reached more than 7.8 million Malaysians. Our brand Image scores increased by 56% and brand preference increased by 34%. Our social mentions on being the Number 1 curry instant noodle have also increased significantly,
reaching 1,285,929 audience,
more than 49,610 earned media,
Registered 1,176,181 total ad views on our online leaderboard alone. We over achieved sales target by 141%.

2015 | |

MILO Hidup Bola: Malaysia heard it live from the stadium

Advertiser: Nestle Sdn Bhd
Brand: MILO
Creative Agency: -
Credits: -

The Challenge
With decades of dedication to local sports, MILO is now synonymous to sports in Malaysia. However, past few years have seen other beverage brands like ‘100Plus’ & ‘DutchLady’ picking up sports sponsorships and challenging MILO’s role as iconic brand that rallies Malaysia around sport. 100 Plus was FIFA World Cup broadcast sponsor in Malaysia. MILO needed to resolve this quickly and reclaim the iconic status in sports.

Insight, Strategy and the Idea
MILO had a grassroot futsal tournament, ‘Hidup Bola’ (Live Football) running for 8 years without much noise. We decided to make ‘Hidup Bola’ a grand event in FIFA World Cup year. This was time to reclaim the iconic status through the grandeur of ‘Hidup Bola’. In order to project ‘Hidup Bola’ as the largest Malaysian sports event in 2014, we proposed to cover ‘Hidup Bola’ matches live on Radio and make the entire nation connect to the event.

Media Execution
Challenge was to convince radio channels to change their programming for this and power of idea got Media Prima excited to bring it alive. We selected Hot, Fly & One FM to appeal to Malaysia’s multilingual population. DJ reads and promo spots were used to
build buzz excitement. This led us to the live coverage of Hidup Bola young adult matches at Ampang Sports Complex on 14th April. DJs were present at the stadium for 6 hours to bring live match updates to listeners, sound bytes from players and viewers and promote #milohidupbola. We got DJs to engage teams & crowd with fun activities and encourage sharing on social media.

Results and Effectiveness
‘Hidup Bola’ radio ad recognition stood at 65% up from 32% in 2013 SEA games campaign
Helped achieve 4% higher sales during May-Jul‘14.
Key KPI, “Stimulates children to have an active lifestyle” scored 90, up from 84 in 2013