2015




2015 | |

How Do You Open A Closed Heart?

Advertiser: Mondelez Malaysia
Brand: Cadbury Dairy Milk
Creative Agency: Carat Media Services (M) Sdn Bhd
Credits: -

The Challenge
Muslims and Cadbury had a long- standing relationship. However, trust was lost when false reports claimed Cadbury contained porcine DNA. The relationship was shattered. Cadbury needed to save it & win back Malays.

The Solution – Insight & Idea
Cadbury treats customer relationships very special. Its relationship with Malays was fragile during the campaign and Cadbury was cautious. Agency orchestrated 3 things as the campaign’s strategic foundation: WHEN: Ramadhan was nearing during the porcine issue. This gave Cadbury the opportunity to leverage on “forgiveness”, and thereafter, “reunion” during Raya. WHO: Just like any misunderstandings, trusted friends are great intermediaries. Malay celebrities & religious leaders will be talking to Muslim consumers on Cadbury’s behalf. WHERE: As tensions neutralize, the first “meeting” should be special. Cadbury will utilize Raya Open House as the perfect stage for welcoming the brand back. Idea: “RAYA MEMORIES” – Remembering good times with Cadbury.

The Execution
Set-up: Unbranded ‘Sembang Ramadan’ capsules that subtly refer to the porcine issue. Morality topics were created to contextualize the succeeding executions. Tugging Hearts: Using trusted friends, a series of TVC testimonials were created showcasing Malays’ fondest memories of Raya with Cadbury. Testimonies featured the public, Astro TV & radio personalities. Integration: Astro Ria’s MasterChef winner Dato Fazley Yaakob shared favourite Cadbury Raya recipes for Resepi Raya Pilihan Saya. A microsite featured more recipes. Reconciliation: A competition was created. Winners were given Cadbury hampers and ‘duit raya’. “Cadbury Joy Squad” consisting of H!Live hosts and top Malay personalities livened up the open houses.

The Results
Relationship saved! “Raya Memories” changed negative mindset about Cadbury from 98% to 55%. Over 1 million views achieved for all online content including those originally from TV’s. Overall, sales rose by 22% in Oct 2014 vs July 2014. This proves that trust and respect have been earned back, and the relationship is towards full reconciliation.

2015 | |

From Jihad to Joy in 24 Hours

Advertiser: Mondelez Malaysia
Brand: Cadbury Dairy Milk
Creative Agency: Carat Media Services (M) Sdn Bhd
Credits: -

The Challenge
‘Jihad’ was declared against Cadbury. Unverified reports from the Ministry of Health (MOH) claimed that 2 variants contained porcine DNA. It was false, but the mistake is already hurting Cadbury. We had to avert an imminent ‘war’.

The Solution – Insight & Idea
Deeply-rooted intelligence from the target’s camp was needed. We found out that the Malay population trust everything that JAKIM and MOH say about Muslim-related affairs, especially those reported in the news. Our strategy was to clear the issue with the media first and make them our voice. By presenting Cadbury’s innocence in the media, we rallied them to pressure JAKIM into releasing an official statement to clear Cadbury’s name. That statement is Cadbury’s saving grace, and it has to reach the most Malays in one day. In all these, only JAKIM and the media should be seen as the working authorities; Cadbury needs to take a backseat. How did we turn ‘Jihad’ into joy within 24 hours?

The Execution
This is the chronology of how we averted ‘war’: 18.11.14, 17:00 hrs JAKIM releases statement. 18.11.14, 18:00 hrs Statement was treated as breaking news across high- reaching primetime news (TV3-BuletinUtama, NTV7-7Edition, 8TV- 8TV Mandarin News, TV-Berita TV9). 19.11.14 – 20.11.14 Cadbury’s Corporate Affairs appeared on wide- reaching Malaysia HariIni and Astro Awani. Cadbury’s commitment to Halal & hygiene standards was carefully stressed. 21.11.14 Onwards Wanita HariIni extended discussion, inviting a religious leader and 2 celebrity mothers. JAKIM issued TV announcements encouraging the public to access the official statement on JAKIM’s website. Overall, media execution was optimised to reach extremely high levels of awareness and exposure of JAKIM’s statement.

The Results
Crisis successfully averted! Cadbury sales went up 50% by December 2014 to pre-crisis levels. Brand consideration almost back to pre-crisis levels (MilwardBrown). Total TV coverage reached approximately 13.6 million Malays.

2015 | |

Dugro Star Brings Out The Talent in You Child

Advertiser: Danone Dumex (M) Sdn Bhd
Brand: Dumex Dugro
Creative Agency: OMD (M) Sdn Bhd
Credits: -

The Challenge
Following a precautionary product recall, Dugro saw a drop in top-of-mind recall, market share and quality of perception. To reverse the decline we had to win back trust and reaffirm Dugro’s status as a popular brand. Dugro decided to use emotional ground to reconnect with both mothers and their children.

The Solution – Insight & Idea
Our research revealed that mothers are inherently proud of their children, but tend to underestimate their abilities and talents. Hence every time their child does something extraordinary, they are both surprised and delighted. Fueled by the brand’s promise of well- rounded development and its proposition of ‘So Much More’, we gave parents the chance to see ‘how much more’ their children could really be! Activation allows people to experience a brand differently. Dugro’s brand behavior being big, inspirational and enabling, led us to this big idea: DugroStar – A Nationwide Performing Arts Contest for Children The competition invited parents to showcase their child’s talents in singing, dancing and music either as a soloist or in a group, to take home fantastic prizes.

The Execution
Emotion plays a powerful and effective role on TV, inspiring and encouraging participation. TV offers 70% viewership, providing mass reach and immediate coverage. DugroStar campaign documented the journey of a star-in-the-making through 3x 15-sec commercials. Amidst high share-of-voice/spend by competition, we ensured prominence by running a 15-week campaign. Research showed continuous presence maintains brand- linked memories better than pulsed or flighted, avoiding off- air periods and thereby reducing decay. With two-thirds of our audience being stay-at-home moms, fringe-time buy was adopted to drive awareness of DugroStar.

The Results
The campaign was success:
1) 1.9 million mothers/82% of the total target audience reached
2) Over 6,800 registrations and performance videos
3) Reversed Dugro’s decline by stabilising its market share
4) Improved the Top-of- Mind scores for Dugro by 11%.

2015 | |

Do You Know The Best Time To Sample Fragrances?

Advertiser: Wipro Unza (M) Sdn Bhd
Brand: Enchanteur Paris (Teen)
Creative Agency: Carat Media Services (M) Sdn Bhd
Credits: -

The Challenge
Enchanteur wants to appeal to the teens and young adults with the launch of EnchanteurParis (Teens) EDT (EPT). However, Enchanteur is perceived as a brand “for my mother” that mere mention connotes old & dated. We want to increase trial for EPT and refresh the youth’s perception.

The Solution – Insight & Idea
Standard sampling methods are too ‘in your face’ for the youth. We needed to engage them cost effectively without chasing them away. Keeping cost at a minimum, we needed to subtly enchant them all at once. Girls present their best selves when they are out on dates. Agency saw this and recommended enchanting girls when they go on dates— where things need to be perfect. Among dating places, cinema is special because couples are physically closer than usual. Malaysia’s first ever ‘scentvertising’ at the cinemas was born! Why cinema? Because the place creates a romantic mood for couples and the air is still, allowing EPT perfume to permeate, making the sensorial experience reaches its most effective level.

The Execution
Partnering with TGV cinema, EPT’s ad ran, but with a twist. There was a scene when a young lady sprays EPT, and at that precise moment, a series of sound-activated diffusers released the scent inside the cinema hall. It was a stirring moment of sampling never been done before. The ad ended with a call-to-action to redeem samples online. Instead of normal sampling, this execution reached a captive audience precisely when they were in the right: frame of mind, mood, and time.

The Results
First in Malaysia innovative sampling technique, reaching approximately 157,000 couples despite a small budget of just RM48,000! It drove conversion excellently! Registered sales index growth of 146 in 2014 versus 100 during the same period in 2013. “Scentsational Scentvertising” drove Enchanteur’s popularity on Facebook: talkability increased 60%, and fan base grew 600% post campaign.

2015 | |

Age is just a number: SK-II dares women to rock their age

Advertiser: Procter & Gamble
Brand: SK-II
Creative Agency: Mediacompete Sdn Bhd
Credits: -

The Challenge
SK-II has a strong presence in the premium skincare segment yet differentiation continues to be a challenge and has affected the brand’s performance in an already competitive category.

The Solution – Insight & Idea
No woman wants to reveal her age unless she looks younger than she actually is. Age is put on defense rather than a badge to wear. SK-II launched the Magic Ring Test with a proprietary device to determine a woman’s skin age. Our strategy was to demonstrate that Skin Age can be measured and thus, SK-II’s effects can be quantified. ROCK YOUR AGE: The idea is to inspire women to be proud of their skin and age while highlighting SK- II’s key ingredient, Pitera, that can make one’s skin age younger.

The Execution
We dared to ask the most awkward question ever put on TV: HOW OLD ARE YOU? And who best to ask than the very women our target sees on-screen everyday! We interrupted hosts while on set of their shows: ASTRO AEC Evening Edition frontliner, Yuen Yuen and AXN EBuzz host, Jamie Ong whose reactions to the question were caught on tape. We then strategically aired their caught-on-tape reactions right after the commercial breaks of their shows for direct association. We then led consumers to the site where they could learn about skin age, reinforcing SK-II as the only product that can reverse skin age in a month! Weeks later, YuenYuen and Jamie, now SK-II users, were asked the same question and revealed their age but proudly declared their younger skin age calling for women to ROCK THEIR AGE.

The Results
We saw the highest month-on-month increase in new users outside of festive periods. Penetration of key product, Facial Treatment Essence, was highest ever over P6M, which helped to arrest the decline and increase the basket size per purchase.