2015




2015 | |

Uber VW Charity Drive

Advertiser: Volkswagen
Brand: Volkswagen
Creative Agency: -
Credits: -

The Challenge
Given the strength of Japanese brands in 2014, Volkswagen volumes declined – 7% vs YAG. The challenge was to grow volumes by addressing the Consideration to Purchase gap. We need to put value back in to the brand by dialing up brand value triggers in a captivating way.

Insight, Strategy and the Idea
Despite having a substantially higher household income than the average consumer (80% higher), the premium mass audience are careful shoppers, always looking at VALUE. Hence, QUALITY is an important factor of the value equation. We also found that the touchpoints with the biggest impact are experiential in nature. This is because quality is measured when a driver gets behind the wheel. Therefore, we aimed to use a driving experience as our content by putting people into the cockpit of a Volkswagen.

Media Execution
Our campaign was Uber x Volkswagen Charity Drive. We got 53 celebrities to take the road as Uber fleet drivers for a day, then shares their experiences from being behind the wheel of a Volkswagen. We incited interest with teasers on Facebook, Instagram and YouTube videos featuring A-list celebrities like JinnyBoy. To evoke an emotional pull, we centered the experience on a charitable cause. All fares earned by celebrities would be matched by Volkswagen and Uber, donated to a charity of their choice. At the end of each ride, passengers were offered a test drive to experience the Volkswagen themselves at their closest Volkswagen dealership.

Results and Effectiveness
At the media cost less than RM10000, we generated RM924800 from Social media postings: Instagram Uploads:189 Instagram Likes: 121,802 Facebook Picture Uploads: 96 Facebook Picture Likes: 120,366 Tweets: 320 Brand uniqueness increased +12pts, brand sympathy increased +4pts, brand commitment +7pts. This led to Volkswagen experiencing first positive sales growth (79%) after declining 6 months. Sales have been a steadily growing an average+21.5% in Q1 2015.

2015 | |

MAKING KAX MALAYSIA’S NEW BFF

Advertiser: CELCOM
Brand: XPAX
Creative Agency: -
Credits: -

The Challenge
XPAX had to create appeal for its limited edition world cup KAX collectibles but this was not a world cup branded collectible nor a famous collectible such as :Hello Kitty.

Insight, Strategy and the Idea
Following insights drove us:

  1. World cup was much beyond live viewing- occasion brings whole lot of memories that last forever.
  2. It is the time when one’s friend circle grows because of common topic of interest. 3. Youngster react when the celebrities start trending something

STRATEGY: We decided to give eight KAX distinct characters to represent the different personality types of FIFA lovers. And gave made each of KAX a best friend.

Media Execution
All 8 KAX collectibles – Jasper, Romeo, Harley, Joey, Peachy, Foxy, Dolly and Mia had distinctive personalities such as Jasper the cool dude, Romeo the lover, Joey the smiles etc. We set out to find the celebrities that share similar personality traits and paired them up with our KAX collectibles. So after our hunt through the celeb profiles, Precision Dinzly became Romeo’s crime partner, Elfira chose Mia and Najwa Latif chose peachy as her BFF. The rest of the celebrities included Kamal Adli, Neyldia Senrose, Oh, Dafi, Elizabeth Tan who got their KAX mates. As they got paired up they became inseparable as these high- profile celebrities took them wherever they went. They showed their 500,000 followers on Instagram and Facebook how they spend time with their new favourite KAX-BFF. This fuelled the KAX-KRAZE across Malaysia in no time with a huge demand and talkability, that made KAX pack , a special worldcup edition, the champion feature of the worldcup.

Results and Effectiveness

  • 7000000+ interactions on FB.
  • 1000000+ KAX interactions on Instagram.
  • KAX became Malaysia’s unofficial Mascot of the FIFA worldcup
  • XPAX sales with 39.51% on revenue per subscriber post this campaign.
  • Free publicity worth 2,300000+

2015 | |

Petronas Corporate Interactive press ad rolls back time

Advertiser: PETRONAS Group
Brand: Petronas Corporate
Creative Agency: -
Credits: -

The Challenge
PETRONAS had launched a web film in conjunction with Merdeka & Malaysia
Day 2014 titled ‘A Walk Through Time’. The essence of the film: remind
Malaysians of Malaysia’s key milestones over the years to portray the country’s
resilience. How could we drive the idea further through other relevant media
touchpoints?

Insight, Strategy and the Idea
Merdeka can become a time of nostalgia, with achievements post Merdeka sometimes
forgotten. Instead of a conventional Merdeka and Malaysia Day Greeting Ad, we decided
to reinvent the print ad to present real-life evidences of Malaysia’s key milestones.
Newspaper was chosen because it was the only medium with content dating to 1957 that
existed in 1957, and capable of executing the media innovation.

Media Execution
We partnered two of Malaysia’s oldest newspapers, News Straits Times and Berita Harian, because their archives dated back to Malaysia’s key milestones. The press ad depicted a fantasy architecture that combined the past and present of Malaysia in a creative expression of key milestones. Some of these milestones had a page number within the ad that navigated readers to another page of the newspaper. Here they could read a historical news feature related to those milestones, unearthed from the newspaper archives. This provided real-life evidence of Malaysia’s progress. We also collaborated to turn both newspaper titles into special edition during Merdeka Day itself on 31st of August 2014, highlighting national achievements.

Results and Effectiveness
We literally reinvented newspaper advertising by combining a creative print ad
and editorial coverage to create interactivity for readers. We reached 1.6 million
Malaysian readers, putting pride in their hearts. The ad contributed partly to the
astounding achievement of the webfilm, which became the most viral branded
video of 2014 recording 5.7 million views.

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.