2016




2016 | |

Huawei Best Wei!

Advertiser: Huawei Technologies (Malaysia) Sdn Bhd
Brand: Huawei
Creative Agency: -
Credits: -

The Challenge
“What mobile phone brand comes to mind?” Samsung or iPhone dominates. Huawei suffers from a mere 49% Awareness and 7% Brand Consideration. How do we take Huawei from a global Chinese company to a brand Malays can truly identify with?

Insight, Strategy and the Idea
To Malays, our biggest barrier is Huawei name itself – typical Chinese name that Malays cannot identify with. We need to break the barrier and make Huawei likeable at the same time. We know they are most comfortable and accepting of local content. To speak with them, we need to build local content for them. Further insight tells us the use of local slang resonates with them. Together with MediaPrima, we found a popular local slang – “wei” and built it into our campaign fondly coined “Huawei Best Wei!”

Media Execution
With MediaPrima, we developed original content for Huawei and brought to live through Television. The partnership also gave us access to top Malay celebrities to immediately propel our brand visibility and talkability. We kicked the campaign off on the night of Anugerah Skrin award show. The hosts read their scripts from Huawei tablets, took selfies on stage and on the red carpet with Huawei devices. A storyline driven commercial inspired by drama, love and anticipation over Huawei ‘MateS’ smartphone featured Siti Saleha and Syarul Ridzwan increased desirability for Huawei. A series of ‘Huawei Best Wei!’ branded capsules borrowed familiar Malaysians instances and expressions making this entire narration distinctive. The ‘Huawei Best Wei!’ music score recorded with Bunkface was turned to a music video, enjoyed high airtime and raised a new form of brand interaction.

Results and Effectiveness
Based on Nielsen brand awareness study, we grew:- Brand awareness +33% Brand consideration +100% Purchase intention +26% Advertisement awareness +82% We warmed and won Malaysian hearts wei!

2016 | |

One Malaysian, One Mission, One Nation

Advertiser: PETRONAS Group
Brand: PETRONAS Group
Creative Agency:
Credits:

The Challenge
PETRONAS’ commercials have been a staple during Merdeka for 20 years. Recently, other brands have emulated that strategy with their own emotional stories. How could we rise above them to lead in an uncharted media space for PETRONAS? Could we build brand preference?

Insight, Strategy and the Idea
INSIGHT: Malaysians are proud of their heritage and national pride is high during Merdeka & Malaysia Day. But, our general understanding of what makes us Malaysian can be trivial. Media agency recommended PETRONAS to unearth Malaysian stories & enrich others through sharing. Radio was identified as the key medium (94% Reach) able to connect with audiences across states, age groups and income levels. We partnered with 2 biggest radio stations with largest listenership: Hitz & Era FM. We included digital elements real-time response and share-ability. On-ground became a key element in bringing the campaign to life, while Digital/social would be used to increase engagement with millennials.

IDEA: We reached out to Malaysians to participate in the first ever Merdeka Reality Show in Real-Time : Merdeka Man

Media Execution
MECHANICS: To maximize real-time excitement, and cut through the clutter, we sent a Merdeka Man on a mission to hitchhike across the country and discover what Merdeka means to everyday Malaysians. He would rely on goodwill of Radio listeners to travel from one place to another. As he hitchhiked, he would document interesting snapshots and videos of what Merdeka means to Malaysians, thus inspiring others. His daily journey would be broadcasted on the radio stations, their social media assets and a campaign microsite. After his mission, Malaysian stories would be compiled in video form just in time for 31st August, to be shared digitally. We deployed radio, activation, digital and social to tell Merdeka Man’s tale, with each medium connecting with the other mediums, amplifying excitement. RADIO TO EXCITE: Radio was the primary medium to call for drivers willing to pick up Merdeka Man and help send him to the next town. Announcements, call ins, live reads and promo spots boosted reach and created a “larger than life” feel. ON GROUND FOR REALITY: To connect with Malaysians, we deployed an on ground team with camera crews and assistants supporting the Merdeka Man, and engaging with drivers. DIGITAL AND SOCIAL TO ENGAGE: Merdeka Man shouted out via radio station’s social assets to inform his whereabouts and mention his upcoming destinations. He recorded and shared his journey on radio and social media allowing followers to have real-time interaction. All the stories were curated into one single digital platform for Malaysians to find travelogue adventures of Merdeka Man.

Results and Effectiveness
From Kangar to JB, Kuching to KK, Merdeka Man travelled 14 states in 14 days. Reached 5.9 million Radio listeners Merdeka Man hitchhiked over 3,000 kilometers. Social media travelogue received 257 million impressions. RM15 million value in earned and owned media. Media ROI: 7.8x Brand preference rose 7% PETRONAS was once again the lead brand bringing Malaysians together.

2016 | |

It Takes Guts to Say Yes

Advertiser: Dutch Lady Milk Industries
Brand: Friso Gold
Creative Agency:
Credits:

The Challenge
With parents focused on academic excellence, Infant Formula Milks brands which promised to turn kids into next Einsteins became a mother’s default choice. With high clutter and lack of consumer traction FrisoGold was struggling in the market. Our challenge was to differentiate & build relationship with mothers leading to sales.

Insight, Strategy and the Idea
Research shows that on an average day, a toddler hears ‘NO’ 400 times. We understood that this excessive reliance on the word stems from mothers’ fear for her child’s safety and well-being. But repeated use of the word NO meant that kids were missing out on unique experiences which helps shape up their personality. Through ‘Mom-festo’ – Friso sought to break through moms’ first instinct to say ‘No’. Everytime when they say “no,” moms need to realize that negativity can breed resentment or plant seeds for future rebellion. “Yes,” on the other hand, opens up trust and creativity. The goal is to bring out moms’ mental strength to tune out negativity and to discover the Power of Yes. Your child is the sum of her mother saying ‘Yes’, and to bring this to life – FrisoGold embarked on a first-ever ‘Mom-festo movement’ to showcase the POWER OF YES to Malaysian moms. We collaborated with two famous Malaysian Moms, Ngai Yuen and Liz Yahya to demonstrate the POWER OF YES through their 4-week transformation, use their experience as catalyst to spark the movement across Malaysia.

Media Execution
Typically, Malaysian mothers are clustered distinctively into two groups – ‘No-time’ moms and ‘Over-protective’ moms. We zeroed in on two celebrity moms who were willing to be put to the 4-weeks grueling test to re-evaluate their parenting style. Can Ngai Yuen (‘No-time’ mom) say yes to spending more time with her kids? How would Liz fare as she tried to shake off her Over-protective mode, learn to let go and start saying Yes? The social experiment brought sudden realization to both moms, when they say ‘yes’, they are actually giving their children the chance to enjoy new experiences. We seeded the videos online and rallied Malaysian moms to rise to FrisoGold’s challenge and experience the Power of Yes. Smart retargeting ensured mothers saw all videos sequentially. They were then progressively retargeted with Friso’s product proposition of aiding healthy child development and experiential learning and invited them to sample Friso. Thousands of moms responded and shared their transformation journey, including activities that strengthened the bond between mom & child. With positive responses, Friso Gold went beyond to activate an experiental event, lined up with the activities that were crowdsourced from moms. We further cemented the Power of Yes ideology through a specially orchestrated placement of newspaper ad next to a strong editorial piece on Power Of Yes movement.

Results and Effectiveness
The campaign resonated so strongly with Malaysian mothers, 98% of Friso Gold mothers were happy with our products. We exceeded conversion targets by 512% in sample requests, resulting in tremendous uplift of 20% of market shares in a stagnating market.