2015




2015 | |

Letters for the Future

Advertiser: AIA
Brand: AIA
Creative Agency: -
Credits: -

The Challenge
AIA’s differentiation strategy is to provide physical and emotional support for insurance holders and their loved ones, in this life and the next. The challenge was to overcome negative perceptions of the category, and forge a genuine emotional connection with customers. We set a bold target to increase brand consideration (currently at 58%) through engagement.

Insight, Strategy and the Idea
Malaysian insurance buyers find it easier to impart rational strength (example, encouraging children to study harder) vs. showing emotional strength (saying, “I love you”). We wanted people to realise that the emotional impact of love-messages was just as powerful as leaving a financial legacy. This led to the creation of “Letters for the Future”, a by-parents-for-children time capsule.

Media Execution
Through a Facebook video, top blogger Timothy Tiah shared his heartfelt dreams for his prematurely-born son. This was followed by letters from celebrities and parent bloggers. They encouraged parents to write to their children via AIA’s dedicated mobile friendly site. Next, we released footages from actual parents who contributed letters. “Letters for the Future” saw Malaysians capturing their thoughts, hopes and advice for next generation. These messages were then re-packaged as time capsules and delivered to parents, so that they might present them to their children at an opportune time.

Results and Effectiveness
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 shared 8,148 times. Moreover, these videos were the No. 1 videos shared in Sep and Oct 2014 in Malaysia’s financial category, and Top 10 globally on Facebook. FB fans increased by 16,072. And finally, brand consideration scores, through engagement, grew by an astounding 28%.

2015 | |

Do You Want to Know What 40,000 Malaysians Wish for?

Advertiser: Think BIG Digital Sdn Bhd
Brand: AirAsia BIG
Creative Agency: -
Credits: -

The Challenge
The newly launched AirAsia BIG Loyalty program was suffering in the aftermath of the MH370 tragedy. The agency needed to increase sign-ups for the program and empathetically restore confidence to fly again amidst the depressing climate at the time.

Insight, Strategy and the Idea
When MH370 slowed the industry, AirAsia BIG Loyalty Program wanted to remind people of the good times they enjoyed from flying. We found that while people travel for different reasons, a common, underlying motivation was the chance to spend time with loved ones, or be reunited with them at their destination. To overcome negative industry sentiments and give consumers a reason to fly again, the “BIG Travel Wish” app was developed to grant travel wishes. Anyone can nominate themselves or others with why they wish to travel to an AirAsia destination of their choice. If a wish is granted, the wisher will automatically be given sufficient loyalty points to fulfill their wish flying to their desired destination. Grand winners receive even BIGGER surprises.

Media Execution
Users curated their wishes via ‘The Wishmaker’ app and www.bigtravelwish.com. Winners were announced on AirAsia BIG’s social media footprint—Facebook, Twitter and YouTube—to gain mileage. On-ground, the AirAsia BIG Hummer roamed around getting real-time nominations. Twitter’s geo-targeting was smartly used to identify hotspots where most nominations come from. Two people emerged BIG winners, receiving all-expenses paid VIP treatment and were congratulated by Tan Sri Tony Fernandes. Their experience was recorded and published on YouTube, illustrating how AirAsia BIG is providing BIG experiences.

Results and Effectiveness
AirAsia BIG received 40,000 wishes and fulfilled 1,000 – delivering 3x more than expected. Posts garnered 37,156 Facebook likes and 825,000 YouTube views. Total print PR value was recorded at RM850,000. AirAsia BIG obtained 48,000 new subscriptions plus 15% new transactions, but most importantly, it overcame the industry gloom with a positive reason to fly again.

2015 | |

Beating Facebook’s Algorithm

Advertiser: Nippon Paint
Brand: Nippon Paint
Creative Agency: -
Credits: -

The Challenge
Facebook’s decision to limit organic reach rocked the social media space. Nippon Paint’s reach to its own followers fell drastically to 3%. We needed to put a stop to the decline by finding a loophole and beating Facebook’s algorithm.

Insight, Strategy and the Idea
Insights revealed that home owners and DIY enthusiasts regularly visited YouTube to find inspiration. Search volume over the past year increased up to 100% for home related topics such as ‘paint’ and ‘interior design’. We also understood that our target audience actively shared and participated in online discussions, especially on Facebook. This was an amazing opportunity for us because the more followers shared or interacted with our content on Facebook, the higher our organic reach. Based on these insights, we created a content strategy around YouTube and integrated it into Facebook.

Media Execution
Using an existing collection of videos featuring DIY ideas, celebrity home makeovers, sponsored TV segments and more, we created a custom Nippon Paint YouTube channel. More videos were produced in collaboration with radio DJs and YouTube artists, tapping into their high social following. The YouTube videos were then streamed onto our Facebook page and social ads, creating awareness amongst fans and new audiences. By identifying audience segments such as fashionistas and young parents, we were able to serve relevant content that connected with them. As users spent more time engaging with our brand and sharing the online videos, not only did we increase organic reach but also effectively recruited new fans on two social media platforms simultaneously.

Results and Effectiveness
129k new Facebook and YouTube fans. Over 4.2 million YouTube views achieved. Ranked top Malaysian YouTube channel in the home design and furnishing category, overtaking Ikea Malaysia. (Source: SocialBakers) 6.3 million minutes consumed. That’s 12 years worth of videos watched in just six months. Facebook organic reach increased by 83%! (Source: Facebook Analytics)

2015 | |

The Rise of ‘Boo Loo San’

Advertiser: Schick
Brand: Schick Exacta 2
Creative Agency: -
Credits: -

The Challenge
For young males where image is everything, brands need to do something fresh & unconventional to get noticed. Trying to compete on SOV is impossible, Schick needed to outsmart the bigger budgets of its competitors.

Insight, Strategy and the Idea
The only creative asset available for the launch of Exacta2 was a regional TV commercial featuring a hero-type, Bruce- Lee lookalike: Exacta Lee. However with every great story, it is crucial to have an antagonist. So we created a parallel villain: BooLooSan.

Media Execution
Using tactical media placements, we pitted the two characters against each other in comical conflicts whilst rallying support from young men to help defeat BooLooSan. As digital natives, we knew Facebook is where our audience’s own life stories play out. This made Schick’s Facebook page the perfect platform to host this battle between good and evil. We seeded news of the impending BooLooSan threat with key social influencers to drum up support for Exacta in the form of Facebook likes. We then developed the personalities of each characters through a partnership with top performing radio station HitzFM. Working with the station’s celebrity presenters, we created a series of mock interview with Exacta Lee, only to have BooLooSan storm the studio each time, resulting in humorous clashes between the characters live on air. At the same time, Schick’s Facebook was hijacked by BooLooSan with a social battle between the characters unfolding over the next day. This created highly engaging content with members of the Facebook community joining in the fight against BooLooSan.

Results and Effectiveness
Schick Exacta recorded its highest ever market share in Malaysia (22.7%). Online engagements exceeded 57k and page engagement rate hit 34%, all for a media spend of less than RM26k. Schick’s Facebook page ranked 4th highest for engagement in Malaysia, the first ever Personal Care brand to reach Social Bakers’ Top 5.

2015 | |

Sunway Lagoon scares the S#!T out of Malaysian celebrities

Advertiser: Sunway Lagoon Sdn Bhd
Brand: Sunway Lagoon
Creative Agency: -
Credits: -

The Challenge
Malaysians are familiar with SunwayLagoon, but when it comes to associating SunwayLagoon with a frightening experience, specifically for Halloween, it does not top their consideration list. The task was to make SunwayLagoon’s Festival of Fear, “Nights of Fright”, stand out by showcasing its ability to scare Malaysians into a good time.

Insight, Strategy and the Idea
The average Malaysian spends 1-2 hours per day on social media and are avid sharers of content that appeals to them. To attract, excite and convince them leading up to the opening of “Nights-of-Fright”, we wanted to give them a sneak peek of SunwayLagoon’s Halloween festival and help the content travel through social media. We engaged four celebrities (SchaAlyahya, AwalAshaari, BenJern, HaniffHamzah) to go through the Festival of Fear first hand and then share their experiences.

Media Execution
The celebrities entered SunwayLagoon ScreamPark at midnight and had to walk through the park alone! The objective was to capture their genuine, dramatic, emotional outburst on film. The video was spread using each celebrities’ social networks, capturing the curiosity of their followers. Other social influencers followed and shared through their platforms. We also used BeautifulNara, top Malay blogger with 3million monthly unique visitors, to blog about it. To maximize exposure, the videos were aired as pre-rolls through contextual targeting, especially targeting horror/thriller content seekers.

Results and Effectiveness
The video traveled and garnered 278,805 views in just one month! The celebrities’ posts more than DOUBLED their usual achievements – SchaAlyahya’s Facebook post generated 667 shares – 22 times above her average branded postings! Unique visits through social sharers exceeded target by +24%. Shares totaled 15,008, including celebrities’ and BeautifulNara’s readers. The video garnered 14% view rate, above industry benchmark of 5%-10%. Click-through- rate to SunwayLagoon website was 10% – far exceeding industry average-2%. Most importantly, business increased by 3.95X, an astounding +295% increase vs. last year.