2016




2016 | |

How TM gamified a TVC to help those in need

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

The Challenge
Hari Raya is one of Malaysia’s largest festive periods and everyone advertises during it. Including our client, TM who had a generic Raya TVC. Our task was to cut through the clutter of feel good raya films and get 1 million views on digital platforms.

Insight, Strategy and the Idea
The fasting month encourages Muslims to be generous in donating and performing good acts. Furthermore, Malaysians are generous, ranking 7th most generous in the world. Our strategy was to leverage on this generosity by providing them an opportunity to help the less fortunate. Instead of ‘story tell’ we wanted viewers to ‘story do’. So we gamified the TVC, where every interaction leads to a donation by TM to charity, calling it #Pakcik Misteri after the character in the TVC.

Media Execution
First we split the TVC into 4 segments, gamifying each segment to compel viewers to click and continue watching in the interest of charity e.g. in the dark alley scene, users had to click the light bulb to light it up. Accumulated clicks were than translated into real money that TM would donate. To spread the word, we used organic & paid content, dark network social channels and influencers. We also worked together with ‘Suspended Meals Malaysia’ to sponsor meals for the needy, seeding #PakcikMisteri as the kind stranger who did it.

Results and Effectiveness
We gained 1.26 million views by end of the campaign, 9.3 million clicks resulting in TM donating RM30,000 to charity and 6.6 million organic impressions with 1.2K mentions on social media. Our paid content social seeding strategy (dark networks and influencers) resulted in: o 23 Influencers engaged o 4.8mil Reach o 21,207 Engagement Suspended Meals Malaysia Activation Social Seeding resulted in 79,120 reach (avg. 13k/post) and 368 engagement (avg. 61/post) #PakcikMisteri showed us that it doesn’t take much to do a good deed.

2016 | |

How TM reinvented itself with the Makers of Tomorrow

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

The Challenge
TM being the oldest legacy landline player was always battling the perception of being out dated, backwards and conservative. To compete with other progressive telcos, TM had to change.

Insight, Strategy and the Idea
The idea of a community of innovators who tinker and prototype is going mainstream; creating innovations that change tomorrow, all powered by the Internet. TM called them the ‘MakersofTomorrow’ and saw an opportunity for UniFi to refresh its image by being the brand for them. But in 2015, the country was going through a slump, morale was low. TM wanted to inspire these Makers to not give up and to always believe in their dreams. Introducing #ForTheMakersofTomorrow, documentary webisodes featuring outstanding ‘Makers’ to inspire Malaysians to never give up on their journey.

Media Execution
We chose 5 Makers from different interests: music activism, culinary art, wood crafting, Lego builders and mural artists; and created 10 minute webisodes asking what their challenges were, what they do when they feel like giving up and how UniFi has helped them. Content was seeded through unbranded channels and key KOLs to drive buzz. We then collaborated with one of the Makers to create a mural featuring our makers achieving great things. Located in Masjid Jamek LRT station, it spans 175 feet, making it the longest indoor wall mural in Malaysia. We documented the ‘making of’, creating time lapse videos of each section and used that for additional branded content. Word of the mural spread socially via influencers/KOLs, Dark Networks and of course organic sharing.

Results and Effectiveness
Our campaign resulted in:

• Reached 84% of our target.

• Positive sentiment increased to 93% during the campaign launch.

• Generated 85mil reach on social media and 330,000 engagements on all our postings. On average, each #FTMOT posting generated 2,201 engagement.

• TM UniFi sales increased by +231%, new installations contributing to 77% of total subscriptions.

2016 | |

Making The No.1 Science Program

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

The Challenge
Since 2009, Petrosains has conducted annual nationwide inter-school science competitions to promote alternative science learning to school students. The competition had very little awareness amongst our core audience, school students, because it isn’t promoted through advertising. We launched a pilot phase in 2014 where we tested the idea of giving the competition TV coverage to extend its reach and gather learnings on how to connect with children on-air. How could we grow awareness in 2015?

Insight, Strategy and the Idea
INSIGHT: 71% of Children 17 years old & below spend more than 2 hours watching TV. The trend of reality competition shows for kids such as Masterchef Jr and Project Runway Threads was on the rise. MEDIA STRATEGY: We selected Astro TVIQ since it targets our core audience. We would launch innovative engaging content. IDEA: We created the first ever reality TV show that pits school teams against one another in a science competition. Children get to root for their favourite teams and see their rise from zero to hero.

Media Execution
Each episode championed the participants themselves where we documented every single emotion, challenges & hard work that the school students had to go through in the competition. We also understood the growing trend of multiscreen and gave the program a digital leg where viewers can continue the conversation and interact with the program by asking science myths on Petrosains’ social media. We debunked those myths on TV. Debunks also gave viewers a chance to do their own experiments at home.

Results and Effectiveness
We successfully captured the essence the competition and alternative science learning on-air. Program became the No.1 MOST WATCHED local science programme on Astro TVIQ Top 5 most watched programmes on ASTRO TVIQ! Reached over 1.8 million viewers (591% increase from 2014) Earned media value (social and PR) RM 654K Media ROI: 14.3x Importantly, awareness amongst school students increased 38%

2016 | |

From underdogs to fighters: #NeverGiveUp attitude

Advertiser: Nestle Products Sdn Bhd
Brand: MILO
Creative Agency: -
Credits: -

The Challenge
MILO, while often perceived as an old nostalgic love, is no longer exciting. Other beverage brands have recently challenged MILO’s synonymous association with sport, causing wavering brand affinity and declining penetration. Milo needs to reclaim its iconic sports status and revive excitement to reverse dwindling market share.

Insight, Strategy and the Idea
Research revealed that mothers understand MILO’s nutritional values, but not the values sports bring. They needed ‘proof of concept’ of how their children can benefit from the ‘values of sports’. 30-second TVCs aren’t enough to bring this behavioral change. Thus, we created a branded content showcasing the journey of a non-performing children’s soccer team (Ombak FC) and how MILO, together with the coaches and parents, filled them up with the #nevergiveup spirit. We partnered with Astro to telecast on Malay and sports channels, leveraging their large radio, digital & print network

Media Execution
An 8-episode branded reality docu-drama (Takkan Gentar) following the ups and downs of Ombak FC with their coaches and parents was featured on Astro Prima, Maya & Arena. This brought to life how sports, together with MILO, nurture kids to never give up whether they win or lose. We had 24 original episodes and 72 repeats on 3 channels and multimedia promotions on leading Astro TV channels, radio, magazines and digital assets. The branded content gave us ample content to build an exciting campaign on digital and TV through episode footages, parents/coaches interviews and behind-the-scene videos

Results and Effectiveness
• “Takkan Gentar” achieved 86% enjoyment scores with kids and created 82% purchase intent amongst adults.

• More mothers were convinced on the values of sports — brand imagery of “Stimulates children to have an active lifestyle” went up from 94 (FY2014) to 96 (FY 2015).

• MILO’s market share increased by +1.4 bp from 86.6 (Jun) to 88.0 (Oct).

• Reversed a long running penetration decline by +1.5% during campaign.

2016 | |

Traffic Standstill Turns Comic Stand-Up

Advertiser: Procter & Gamble Malaysia
Brand: Ambi Pur
Creative Agency: -
Credits: -

The Challenge
In a category perceived by consumers as non-essential, AmbiPur Car air freshener (Mini Clip) needed to drive category growth, by improving brand penetration through accelerated trial. For people to try us, we first had to permeate their mindspace.

Insight, Strategy and the Idea
We learned three factors drive significant entry into consumers’ mindspace: 1. Frequency: reminding users periodically. 2. Undivided consumer attention 3. Laser targeting at the moment of truth: the car driving moment. Traffic is familiar and frustrating territory for every Malaysian. They frequently rely on social-based GPS, Waze to get to their destination with ease. In this frustrating environment, receptivity to passive media radio and OOH is low but receptivity to Waze peaks, which we leveraged to connect with drivers

Media Execution
The voice on a GPS navigation application is the soul of the application. We partnered with Waze and integrated into the very fabric of the app in two ways: 1. First, we created a branded voice prompt, a first in Asia, where Wazers could then replace the drab default voice on Waze with the voice of Harith Iskandar, a top Malaysian comedian and AmbiPur brand ambassador, and through customized brand messages in his trademark style, help Wazers navigate through the road. We raised awareness of the availability of Harith’s voice prompt within Waze and via promoted posts on Facebook. 2. Second, we extended the partnership with Watsons by designing a promo which users could avail of when they took a downloadable coupon to Watsons for a discount on AmbiPur. Branded pins were placed at participating Watsons stores to maximize the awareness within the 2 months campaign period.

Results and Effectiveness
189,030 Wazers downloaded our branded voice prompt! The Ambi Pur “Mini Clip” market share improved by 10% and 26% respectively in the two months the campaign ran, and reached its HIGHEST EVER market share shortly thereafter!