2016




2016 | |

How #PakcikPower Reignited Passion For Malaysian football

Advertiser: Telekom Malaysia Berhad
Brand: TM
Creative Agency: -
Credits: -

The Challenge
The Malaysian football league has been scarred by poor performances. Poor governance by management and constant political bickering has driven a huge divide amongst the fans in Malaysia. TM as the corporate sponsor needed to bridge this gap and reignite the passion for Team Malaysia especially on social.

Insight, Strategy and the Idea
Malaysian football fans used to be crazy about Malaysian teams since the glory days of the Liga Semi Pro in the 80s. Now, they relate better to foreign teams thinking of them as superior. It was important to show that our players are just as good as the European football gods to reignite their passion for Team Malaysia. Introducing the #PakcikPower social experiment, where 4 Malaysian football superstars disguised as pakciks challenge every day Malaysians at local futsal courts to a friendly game. At first, the Pakciks seemingly don’t have the skills, but as the game picks up, they outplay the public. Finally, we reveal who they are, surprising everyone around them.

Media Execution
We organized #PakcikPower Roadshows in Selangor, Pahang, Johor and Kelantan where our 4 players are from. These Pakciks would challenged the public to mini futsal matches and the winners would get prizes. After the game, they would reveal their true selves and bring the rest of Team Malaysia to meet and greet. We created videos from the first roadshow and blasted it on YouTube and Facebook. We spread them via influencers/KOLs, Dark Networks and of course organic video captures to drive footfalls for the rest.

Results and Effectiveness
Team Malaysia social assets obtained 35,000 organic fan growth. Total video views were at 3.4 million comprising of 1.5 million organic views. For a total of 4 locations (Kelantan,Selangor,Pahang & JB) we managed to hit 3,950 crowd turnout. TM sales conversation rate achieved at 45% than target where Overall media ROI is at 2.6.

2016 | |

It’s not the journey. It’s not the destination! It’s mini oreo!

Advertiser: Mondelez Malaysia
Brand: Mini Oreo
Creative Agency: -
Credits: -

The Challenge
MiniOreo with its bite sized form, is the perfect on-the-go snack. As a new product in the market we needed to build a strong base. So how can we reach out to families when they are on the move and trigger their impulse to purchase MiniOreo?

Insight, Strategy and the Idea
83% of Malaysians ‘balik kampung’ to their hometowns during CNY by road. However the journey in getting there is usually a long, frustrating ordeal with massive traffic jams; not helped by their children acting up due to boredom or even worse disengaged as they are too busy on their mobile devices. Everybody looks forward to their destination, but not the journey. Hence MiniOreo was to be the catalyst in making family car travel a fun and exciting journey.

Media Execution
We created an Eco system of all possible travelling touch points consisting of Radio, Waze, Petronas stations and MiniOreo Cars. We made kids, instead of inwardly playing on their phones and tablets interact with others and their surroundings with “Spot the MiniOreo Car” contest. We deployed 5 MiniOreo Cars along the north south highway where they were driving on the roads or parked at Petronas petrol stations. Travellers were to spot these vehicles, snap a picture and tag #MiniOreoCar to win a CNY special hamper. The same mechanics was announced in key radio stations. Once the travellers were within the 5km radius, Waze gives a heads up for a chance of spotting a MiniOreo Car with an option to drive there. Once reached, they can play on ground interactive games with MiniOreo representatives.

Results and Effectiveness
15,500 families were reached during the 14 days campaign. Oreo mini cars travelled over 23,000 km during the campaign. Wazers clicked 27,137 times; saved and drove to location 9,153 times. Market share improved by 17.5% and sales in convenience stores grew by 37%.

2016 | |

Hitchhiker’s Guide to Malaysia

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

The Challenge
After 2 decades of PETRONAS bringing Malaysians together through heart-warming commercials, we needed to refresh the Merdeka spirit.

Insight, Strategy and the Idea
INSIGHT: Malaysians are proud of their heritage and national pride is high during Merdeka & Malaysia Day. It is the month Malaysians share the joy of being who we are. We wanted to tap into that spirit and bring the campaign to life via a nationwide road trip.
IDEA: We activated Malaysians to take part in the first ever Merdeka Reality Show : Merdeka Man One man, One mission.

Media Execution
We appointed a Merdeka Man with a mission to travel 14 states in 14 days to find out what Merdeka means to Malaysians. The catch? Merdeka Man would rely on help from Malaysians to hitchhike. In return for rides, Merdeka Man will help to fill petrol. He will then document the stories of the people he meets in his journey. By the end of his mission he compiled a collage of Malaysian stories in time for Merdeka. He started each day by doing hourly live calls on Hitz and Era and tagged his location on social media to call out for hitchhikers. Participants in turn will pick him up and drive him to the next location. He documents stories of all the people he meets on social media. From Kangar to JB, Kuching to KK, Merdeka Man gets first-hand

Results and Effectiveness
The campaign successfully completed all 14 states within 14 days. Merdeka Man hitch hiked and covered over 3,000 kilometers. His social media travelogue received over 257 million impressions. Over 15 million in earned and owned media mentions. Media ROI: 7.8x PETRONAS continued the legacy of Bringing Malaysians together for the past 2 decades.

2016 | |

The Powerful Scent of an Irresistible Kleenex Rose

Advertiser: Kimberly-Clark Trading (M) Sdn Bhd
Brand: Kleenex
Creative Agency: -
Credits: -

The Challenge
Kleenex launched Malaysia’s first scented hand and facial tissues. As tissues are packed in plastic, how would the target audience know about its enticing fragrance? Thus, we’re challenged to find an innovative sampling strategy that would make it irresistible for Malaysians to experience Kleenex’s fragrant scent.

Insight, Strategy and the Idea
Since scented tissues haven’t been in the Malaysian market before, Malaysians are not in the habit of smelling tissues. We were concerned that consumers would throw out ordinary tissue samples without noticing its scent. We needed a sampling strategy that would engage passersby to smell the tissue, leading to our insight and idea: NOBODY CAN RESIST SMELLING A BEAUTIFUL FLOWER! Thus, we created a market-first sampling tool innovation never seen before: the ‘KleenexScentedTissue’ ORIGAMI ROSE. Since fragrant smells and beautiful flowers can also uplift mood, our market-first innovation also relays the brand message that tissues can be an indulgent experience beyond basic cleaning with the power of scent.

Media Execution
We set up visually arresting floral stores in shopping malls decorated with beautiful stalks and bouquets of ‘KleenexScentedTissue’ origami roses emitting sweet scents. Each intrigued onlooker was gifted a ‘KleenexScentedTissue’ origami rose bearing the message, “Spreading the Kleenex power of scent”. Who could resist from smelling it? Furthermore, we displayed gorgeous immersing trellises to encourage photo shoots. Those who took pictures with it were rewarded with an exclusive Kleenex rose bouquet! Origami sessions then taught consumers how to make a ‘KleenexScentedTissue’ origami rose to gift their loved ones and spread the Kleenex power of scent.

Results and Effectiveness
‘KleenexScentedTissue’ origami rose won the hearts of consumers, creating a social media buzz with over 1,000 conversations around #KleenexPowerOfScent, and reaching over 233,000 friends (average 233 friends on Facebook per user, source: WeAreSocial 2014). Most importantly, ‘KleenexScentedTissue’ contributed 1.3% share growth to Kleenex market share in first 4 months of launch!

2016 | |

Watsons Got into Malaysia Book of Records

Advertiser: Watsons Malaysia
Brand: Watsons
Creative Agency: -
Credits: -

The Challenge
Watsons needed to court the Chinese market. The Chinese are prepared to spend generously on health; however, they are faithful to traditional Chinese medical halls like Eu Yan Sang. Watsons couldn’t allow a whole new generation to replicate this behaviour. People were aware of Watsons’ outer care and beauty offerings, but were not aware enough of its serious health-related products.

Insight, Strategy and the Idea
We realised that Watsons could present itself as the more likeable option by communicating a positive perspective on health. Discussions about health tend to be too gloomy. Watsons could instead focus on the joy of maintaining a healthy lifestyle. We thus partnered Watsons with Zumba, a dance-based craze that lent its sense of fun to Watsons.

Media Execution
We organised an event in Penang that featured Zumba, health checks, and Watsons products. The most crucial step was to entice people to attend. Radio tie-in – Jack and Jeff, celebrity DJs from Chinese station MyFM, came on board. They were perfect because of their popularity and their enthusiasm for fitness. Video invitation – On MyFM airwaves, its FB page along with Jack, Jeff and Wastons FB pages, we publicised a video (that went viral) in which Jack and Jeff demonstrated custom-choreographed Watsons-Zumba moves. The video explained Zumba’s health benefits and invited viewers to attend. The accompanying song aired on MyFM was immediately identifiable with Watsons

Results and Effectiveness
7000 participants turned up. The Malaysia Book of Records credited it as the largest Zumba event ever in the country!

The buzz was such that even Lim Guan Eng, chief minister of Penang, made an appearance.

Chinese consumers became more likely to associate Watsons with health and health-based products.

The Chinese seemed ready to say “I do” to Watsons’ joyous approach to health.