2015

The Challenge
Air fresheners become “nice-to-haves” especially during Ramadan and Raya as shoppers prioritize impression-makers such as clothes. Ambi Pur wanted to get back into the shopping basket as a “need” and reverse penetration decline.

The Solution – Insight & Idea
Insight: Raya Open House is the time for mothers to flaunt their skills as homemakers and impress family and visitors but they tend to spend more time behind-the-scenes instead of connecting with everyone. Strategy: So this Raya season, we pitched Ambi Pur as an impression-maker leveraging on the brand’s benefit as an effective and quick air freshener allowing moms to freshen their homes before the next round of guests arrive – JOM REFRESH! became our call! Idea: TV viewership during Ramadan peaks just before breaking fast. We partnered with a top primetime TV9 show, Jom Berbuka (Let’s Break Fast) that features Malay celebrities preparing for Ramadan and Raya.

The Execution
We created a show within a show- Serikan Keharuman Rumah Terbuka and crafted three mini stories hosted by celebrity, Sharifah Shahirah. We embedded Ambi Pur signaled by Jom Refresh! as a solution to real challenges. First Timer A newlywed couple organizing their first open house. Jom Refresh! Ambi Pur eliminates the stubborn odor restoring confidence. Mom-in-Awe A dedicated daughter impresses her in- laws. Jom Refresh! Ambi Pur extinguishes the in-laws’ doubts with a quick refreshing spray. Hope is in the Air A hopeful mom strives to give her family a great open house but they can’t buy any new items. Jom Refresh! Febreze with Ambi Pur helps refresh these items as if washed.

The Results
We reached 60% of our target (1.7 million). Jom Berbuka became the No1. magazine program on TV9 (+18% ratings vs. last year) giving us 6x ROI. Ambi Pur automatic grew by 31% vs. previous season. The TV content also gained traction on YouTube generating >400k views.

The Challenge
In the cream sandwich biscuit segment, OREO is all-powerful. Dominating the advertising landscape with aggressive advertising and heavy adspend, OREO decimates any competitors unlucky enough to cross its path. Whist Cream-O sought to standout from the juggernaut’s shadow; its budget wasn’t nearly as big as its ambition.

The Solution – Insight & Idea
Primary audience… Malay youths. Current trend rocking their world… the Korean Wave! While big brands would splash out big bucks for the title sponsorship of a popular Korean entity, Cream- O’s budget restrictions forced us to adopt more strategic approach: ‘think small/act big’. Thus, when offered the sponsorship opportunity of the universally popular Korean TV show: The Running Man, Cream-O instead sponsored a never-before-done-in- Malaysia experience… a chance to get up close and personal with the cast of the Running Man.

The Execution
Although only the official sponsor of Race Start the official Running Man fan meet, Cream-O took full advantage of the assets given. TVCs created the link between the Cream-O and the Running Man despite only promoting the fan meeting. Running Man themed packaging, POSM and product displays dominated retail. Instagram contest provided invites to an exclusive autograph session with the cast. Together Facebook and Twitter updates, the social media scene was buzzing with news on Cream-O and the Running Man. 4,500 fans packed Paradigm Mall for autograph signing and 3,000 fans showed up at Race Start fan meet providing ample opportunity for product sampling and brand engagement.

The Results
Success for the underdog!
40,000+ engagements on the Google Display Network
28,000+ unique visitors via SAYS.my
250% online impressions increase
1,000+ new Twitter followers, 51,000+ tweets during Race Start
RM500K+ in PR value
10,000+ consumers receiving a unique Korean Wave experience at Race Start and..
Sales increased by 26% during the campaign!

The Challenge
Cholesterol is the biggest health issue among Malay. Older people has higher risk of having cholesterol problem but they ignore it. This can eventually lead to serious heart concerns. We need a platform for NestleOmegaPlus (NOP) to bring them out in open and think about cholesterol.

The Solution – Insight & Idea
“KILAUAN EMAS” (KE), Malaysia’s most popular reality show put older Malay folks up for competition and made them undergo continuous trainings and rehearsals to prepare them for the win. It is a test of endurance for them so we put NOP product up for a test of efficacy along with them. We contextually placed NOP in the show, tastefully integrated bespoke content and leveraged on multiple media assets to challenge Malay to that wake up call.

The Execution
We gave multiple shocks and surprises to the contestants and viewers! We firstly SHOOK the nation with the first time ever blood test live on TV. 11 out of 13 contestants were diagnosed with high bad cholesterol and this was alarming even to contestants themselves. We then SHOCKED them by putting the contestants through NOP 30-day program on TV. The program was devised to cultivate healthy diet and lifestyle coupled with NOP consumption. We finally SURPRISED them that NOP actually works! Contestants reduced their cholesterol to a healthy level and this was the best prove of efficacy. The entire journey was captured across platforms (TV, Digital & Print).

The Results
Total -17% reduction in bad cholesterol among KE contestants and this resulting in 7.3 million Malay aware about cholesterol issue thanks to NOP. 86% of Malay seen NOP through KE have purchase intent. Brand imagery in lowering cholesterol improved to 76%. Within 4 months, NOP sales hit +20% growth and market share jumped from 24% to 29%. 6% more consumers have tried NOP. Brand loyalty strengthened from 7% to 12%.

The Challenge
Nin Jiom Pei Pa Koa (NJPPK) has been around since the Qing Dynasty, 400 years ago. The goodness of 100% natural NJPPK is well known amongst the older generations but not so with the younger consumers. Most consumers today rather turn to chemically- produced cough syrups for convenience. To future- proof NJ’s business, it is critically important to start engaging and building relevance with today’s young consumers.

The Solution – Insight & Idea
NJPPK is made up of a blend of herbal ingredients including fritillary bulb, loquat leaf and honey amongst others – used for the relief of sore throat, coughs, hoarseness, and loss of voice. News recently revealed that Grammy award winner Jason Mraz consumes NJPPK to lubricate his throat every time before he goes onto the stage – and he is not even our brand’s ambassador! This was testimonial of the first grade and we could not let the moment past! Seizing this opportunity, we identified Chinese reality singing competition “The Ultimate Song” as the perfect platform to demonstrate why even Jason Mraz consumes PPK!

The Execution
Our sponsorship worked on 3 levels: preparation, on stage and off stage. Preparation: contestants were encouraged to consume NJPPK before they go on stage and shots of this consumption moments were clearly captured in their 2-minute diary capsules. On stage: created a special ‘Great Voice’ Award to reward the contestant with the sweetest voice, further demonstrating NJPPK’s efficacy. Off stage: Product was distributed to all viewers on-ground, inviting them to experience the same benefits of our contestants.

The Results
Cumulative TV reach of 9.7mil consumers. Brand image scores improved 52%. Brand preference increased 41%. Purchase intent grew 30%. Product Trial also grew 21%.

The Challenge
Celcom’s SOX brand targets teens. All brands targeting teens know that tangible experiences are essential for this segment. The challenge was to find a platform for SOX to engage with the demanding teens and reignite the fading brand intimacy affecting sales.

The Solution – Insight & Idea
INSIGHTS: We analysed the segment’s behaviour and derived some key insights: 1. 27% of the audience were interested in Cosplay 2. 48% (largely males) were hard core gamers. 3. 22% of teens follow comics. Moreover, these activities had distinct audience clusters leading to an opportunity to engage with a large base of teens.
STRATEGY: Marrying these key trends with the insight that today’s youth is very imaginative and likes to live in their own alter-realities we partnered up with Animax, a channel that fuels fantasy to create a SOX sponsored program “FANTASY FEST”.
IDEA: Malaysia’s LARGEST FANTASY FEST that combined the 3 top elements: Cosplay, Gaming and Anime and sponsorship exposure that went beyond TV exposure.

The Execution
TV fueled call for action, maximized excitement through programme’s content association and provided after-burn with post-event vignettes.
Gaming tournaments in 5 top cities, with grand finale in KL.
Virtual experience, introduced Oculus Rift for the first time – a virtual reality headset.
Set up branded 3D photo printing and branded Mobile Game booths to engage audiences.
Excitement amplified online with viral videos and twitter updates on live happenings.
Partnered with HITZ radio to broadcast event happenings, cruisers covered the event.
Grand Finale- an extravagant event featuring 10K+ teens under one roof to experience the SOX exhilaration.

The Results
3,000,000+ teens exhilarated through SOX Fantasy Fest (online+on ground+offline including TV).
10,000+ teens experienced SOX exhilaration on the Grand Finale.
29% increase in organic traffic to SOX website.
31% increase in time spent on site.
Most importantly, Sales increased 11%.