2016




2016 | |

Mickey & Minnie Welcome Kids to Cinema

Advertiser: Dutch Lady Milk Industries
Brand: Dutch Lady Kid & School
Creative Agency: -
Credits: -

The Challenge
Dutch Lady’s Kid & School variant faced stiff competition from Milo. With competitor’s massive budget, we were hard pressed to find alternate touch-points to engage with moms & kids to gain market share.

Insight, Strategy and the Idea
A child’s best friends outside of school are his favorite cartoon characters, every child wants to be friends with Mickey & Minnie. DutchLady’s partnership with Disney provided us a unique opportunity to make this dream of Malaysian kids come true. But we still needed to find a relevant touchpoint to bring DutchLady’s Disney partnership to life, and TGV’s latest offering on Family Friendly Cinema (FFC) gave us the right platform. We realized that movie watching experience for parents with kids is tough experience, with kids often crying, needing diaper change or feeling scared of the dark theatre, TGV’s FFC was a dream come true for parents. Our Idea was to reinvent the ordinary experience of parents watching movie with kids with Disney magical stardust sprinkled on it.

Media Execution
We had strategically selected 5 of TGV’s theatres in Malaysia to be transformed into a mini playground. The usual boring and dimly lit hall ways were revamped into vibrant & magically Disney-themed hall ways. Parents and kids were welcomed by life-size milk boxes litting the hallway and Mickey & friends lining the walk as they are make their way to the designated halls to watch their favourite movies. Kids and parents alike were surprised by the sudden transformation and kids jumped around in joy as savored various flavors of DutchLady’s Kid&School variant.

Results and Effectiveness
Campaign reached a total of 14,686 patrons consisting of only parents & children. At any point in time, parents were exposed to a 180-minute exposure of brand presence in the cinema, totally captive audience. This contributed to brand shares increase by 0.5% in just 1 month!

2016 | |

FIRST EVER STARWARS REAL EXPERIENCE FOR MALAYSIANS

Advertiser: MAYBANK GROUP
Brand: Maybank Cards
Creative Agency: -
Credits: -

The Challenge
Maybank collaborated with the much anticipated Star Wars to take over the craze around the biggest Sci-Fi extravaganza. This partnership cost fortunes and we were only given RM 95,000 for 4 weeks to maximize participation for contest to win a trip to Star Wars themed park in London trip.

Insight, Strategy and the Idea
Most fans feel a strong nostalgia & they wished the STARWARS’ acts could happen in real. The movie resonated with people across generations hence was a family experience. Furthermore, media analysis suggested that Malaysian families spent a lot of time out of home especially in Malls. Agency suggested an innovative three prong “EXPERIENTIAL OOH WRAP” OF KLANG’S BIGGEST MALLS TO MAKE THE AUDIENCE BELIEVE “STARWARS WAS FOR REAL”.

Media Execution
1. The First & the Largest branded Movie Mural in Malaysia: For the first time in Malaysia, Agency executed a gigantic 55 by 40 feet customized Wall mural of Maybank Star Wars’ offer in the Midvalley Mall.
2. The first ever Activation Synchronization with OOH Mural: We synchronized our Middvalley Mural with the first ever StarWars flash mob in Malaysia. This was a live manifestation of their favorite movie right across Maybank StarWars wall mural.
3. Strategic Power screen takeover in the Galaxies near Cinemas: in 12 strategic locations around Klang valley located near Malls where Star wars were being showed in the cinemas. The mall list included: Berjaya Time Square, KLCC Suria, Ampang Point, and Quill City Mall amongst others.

Results and Effectiveness
77 million eyeballs throughout campaign period.
Mid Valley wall mural eyeball reached approx. 2.5 million eyeballs.
A total savings of 289% – Participation sky rocketed with 21,228
Revenues increased by 3,990,138
New subscriptions 7,349
Free PR worth 2,788,176

2016 | |

Quenching An Insatiable Quest For the Best Baju Raya

Advertiser: Fashion Valet Sdn Bhd
Brand: Fashion Valet
Creative Agency: -
Credits: -

The Challenge
FashionValet was to launch its Raya Limited Editions in June 2015. With a fraction of budget as compared to BIGGER physical stores, how do we compete?

Insight, Strategy and the Idea
The most important item on the Raya agenda is the Baju Raya; we must look fabulous and families must look like… well, families. Shopping usually starts 2 months in advance, and the quest for that special piece does not end easily because we want to be able to proudly strut out during Raya visits and makan sessions to look fantabulous. So, it DEFINITELY cannot be something that is widely available in departmental stores. After all, we wouldn’t want to be caught wearing the same Baju Raya as our cousin or aunty! With this insight, we created ‘Popup Stores’ to let customers shop at FashionValet after another tiring and disappointing trip to the malls!

Media Execution
We ‘setup’ our ‘popup stores’, in printed vinyl formats featuring the best pieces we have for Raya. These were displayed at high traffic LRT stations like KLCC, AsiaJaya, KelanaJaya, Setiawangsa, TerminalPutra and WangsaMaju, frequently used to avoid notorious traffic jams. Our ‘popup stores’ were equipped with QR codes where customers were able to shop for the pieces they see on the ‘popup store’ and best of all, let our fingers do the walking to continue to look for THE PIECE from the 400 brands FashionValet carried exclusively for Raya 2015. They no longer need to worry about closing time or traffic jams, as we are open 24/7. And with limited pieces we carry per design, gave them the assurance needed to complete their quest.

Results and Effectiveness
With only RM42,000 media budget:
• The campaign reached 2.2Mil LRT riders
• 21% website traffic came from the QR codes scanned at our ‘popup’ stores
• 80% of the exclusive collections were sold during campaign period

2016 | |

AIRASIA EMBRACES ASEAN IN 5 DAYS

Advertiser: AIRASIA BERHAD
Brand: AIRASIA
Creative Agency: -
Credits: -

The Challenge
AirAsia has been in the market for fourteen years. In Malaysia, it’s top-of-mind. However, it’s not the case in neighboring countries that have their own low-cost carriers. With competition growing stronger, some even copying AirAsia’s successes, AirAsia wanted to strengthen its brand presence, especially in countries that are ASEAN-passenger-rich. This is how we smartly penetrated the various markets with a singular approach.

Insight, Strategy and the Idea
We were looking for ways to entice travelers to visit ASEAN countries ; rich in history, diverse cuisines, and Instagram-worthy sites. We needed a platform to showcase these countries’ culture in a way that’s never been done before. TV was ideal in reaching millions in a short time frame, and TLC (Travel & Lifestyle) channel was a perfect fit. Surprisingly, we discovered no airline had executed tailor-made content on TLC before. Taking advantage of this opportunity, AirAsia formed an alliance with AsiaPacific’s leading travel and lifestyle channel.

Media Execution
Through endless brainstorming sessions, we came up with the first ever, custom made content on TLC called “Around ASEAN in 5 Days”; a special programme showcasing all ASEAN destinations: Malaysia, Cambodia, Thailand, Philippines, Vietnam, Laos, Indonesia, Myanmar, and Singapore. Each episode is 2 hours long, featuring 2 travel destinations. Hosts indulge the viewers in an adventure of food, culture and lifestyle. What makes it different from other travel programs is its in-depth focus on diversity of culture that TLC is uniquely known for. AirAsia capitalized on this expertise, showing that they too embrace different cultures – not just Malaysia’s.

Results and Effectiveness
It was a partnership that soared through the skies! With a budget of less than RM100,000, we achieved a staggering ROI of 1:12x Conversion rate on AirAsia.com across the 9 countries increase by 62.20%. With “Around ASEAN in 5 Days”, AirAsia is seen as an airline of “Experiences”, not just a carrier.

2016 | |

Fighting Haze with Panasonic

Advertiser: Panasonic Malaysia
Brand: Panasonic Air Purifier
Creative Agency: -
Credits: -

The Challenge
Haze has unfortunately become a yearly affair in Malaysia. When the haze hits, we panic and scramble to get our hands on Air Purifiers and advertisers scramble their ads out. How can we help Panasonic Air Purifiers clear the air to become first brand of choice?

Insight, Strategy and the Idea
Haze is a problem beyond our Control. When it hits, we deal with it the best way we can. But we all wish we have more ‘Control’. If we receive the right information, we can have peace of mind and feel more in ‘Control’ of the situation, take action to protect ourselves and loved ones. Our strategy was to provide order in the face of chaos. When haze strikes, we all search for the latest and most reliable source of API readings. So we decided to bring haze information to our consumers in a systematic and structured manner. This information will not only helped consumers plan and manage their daily affairs, but helped them fight against the unhealthy effects of haze. “Fighting Haze with Panasonic” was created on the highly regarded and authoritative station, BFM.

Media Execution
The key success factor was to ensure we have content and updates delivered HOURLY. We had to strike while the iron is hot. Hours of research, accurate and authoritative information and cooperation from BFM was required to execute this campaign. Hourly between 7am – 7pm, up to date API readings and supporting messages served its purpose to protect families from Haze. “Fighting Haze with Panasonic” provided reprieve to our consumers. Panasonic Nanoe technology did not remain as just tech hardware, it gave consumer more control.

Results and Effectiveness
260 Panasonic reports in 14 days brought peace of mind for only RM75,000. Sales increased 237% vs LY. Products were sold out within 2 weeks and it took 2 months to recover back stock stability.