2016




2016 | |

How KFC engaged Malaysia’s ‘skip generation’ using programmatic technology

Advertiser: QSR STORES SDN BHD
Brand: KFC
Creative Agency: -
Credits: -

The Challenge
It’s been difficult for KFC to get Millennials to try their burgers, with McDonald’s dominating brand love. We needed to do something different with the launch of the Hot and Cheezy burger.

Insight, Strategy and the Idea
Malaysian millennials have a short attention span, and will skip YouTube pre-rolls after the 5-second countdown. Using programmatic technology to create and distribute brand messaging in a millennial-relevant manner, we developed a campaign that ‘clicked’ with the younger generation. Our idea: A Hot & Cheezy burger who flirted with Malaysians on YouTube by spouting cheesy lines related to the video currently being watched.

Media Execution
Using data supplied by Google, we create about 10-20 micro videos a week to mirror the top 25 trending videos across 10 categories on YouTube. Over 100 videos were created! We leveraged on the most popular trending video searches like Adele’s Hello, Lee Chong Wei playing against Chen Long, dialogues by Southern Indian star Rajinikanth, cute cat videos, and more. On Facebook, Hot & Cheezy also personally responded with cheesy lines to fans who had nice things to say about the burger on the KFC page. Hot & Cheezy also appeared on Tinder. Matches led to a ‘date’ where big interactive screens allowed the public to chat live with our burger.

Results and Effectiveness
Millennials watched. Viewing completion rates touched 35%, breaking Google Malaysia’s record. They shared. Despite it being a programmatic campaign, we managed to get on average, 4X more organic views that previous KFC Malaysia videos, some hitting as high as 37% organic views! They visited. 13% more customers visited KFC during the campaign, the highest in 40 months! KFC’s TopofMind recall increased by 45% to 62% from October 2015 to December 2015, the highest ever! More importantly, they bought. Sales increased by 16% week-on-week, and outperformed targets by 50%! This campaign was awarded Campaign of The Year by FOMA.

2016 | |

#MAGICSIM 1st EVER Multiscreen SYNC Between TV & Mobile

Advertiser: Celcom Axiata Berhad
Brand: Xpax Magic Sim
Creative Agency: -
Credits: -

The Challenge
XPAX, a prepaid brand by Celcom, was set to stun the nation by a fabulous offer called Magic Sim. But we had to overcome two main challenges: 1. Extensive list of offers could not be communicated in a 30 sec commercial-High poroduct & media costs. 2. 60% of TV advertising was being wasted.

Insight, Strategy and the Idea
Insights

1. Malaysians consume 3.5 hrs of Mobile every day.

2. Malaysians look at their phones 150+ times a day.

3. BUT….69% USED MOBILE WHILE WATCHING TV Idea and Strategy Agency launched Malaysia’s first ever multiscreen sync between TV & Mobile by creating a seamless journey between the two most highly consumed screen mediums. Mobile ads were served on social and display networks simultaneously with XPAX’s TVC to provide consumers with detailed information about Magic Sim. This was done through ACR (audio recognition technology) that picked up TV audio signals to impeccably serve mobile ads to those watching the program.

Media Execution
Our magical multiscreen strategy had two main execution tactics: 1. Key Programs & Time belt targeting High viewership Time belt & program targeting across social & display platforms. This was particularly done on Facebook and Display networks. For precision in targeting we harmonized digital ads with program type to increase campaign performance. 2. Customization of Frequency & Creative The first frequency was served in English to youth in market centers – while other urban and rural youth was exposed to vernacular ads. We divided the campaign creative by language and prototype of the TV program & served customized ads for traditional Malays and Chinese in their own languages.

Results and Effectiveness
Contributed 30% increase in Xpax Prepaid sells

20,000+ packs per day sold for 6 weeks- highest ever.

CTR increased by a phenomenal 492% – 69,699 social mentions

Earned Media worth 4,900,000+

Traffic to website grew by 48%

#MAGICSIM trended for 21 consecutive days, ogranically

2016 | |

How we used a child’s voice to save lives

Advertiser: Maxis
Brand: Maxis
Creative Agency: -
Credits: -

The Challenge
As consumers move away from voice calls to data services, Maxis wanted to be known as a digitally-driven company. With the limitation of being labeled as a telco provider, how could Maxis shake up the digital scene?

Insight, Strategy and the Idea
Hari Raya is Malaysia’s largest festive period. We saw an opportunity for Maxis to help; it’s the period where everyone drives back to their hometowns leading to more accidents on the road. Inspired by a survey finding that 97% of Malaysians claimed they drive much safer when children are in the car. What if we could have a kid with us while driving? This led us to a really obvious idea: a kid’s voiced GPS to encourage safe driving. With a simple tweak of a voice, we turned the mobile phone from our greatest distractor, into our greatest ally.

Media Execution
Instead of creating another run-of-the-mill GPS, we collaborated with Waze, a community-based navigation app with 4.4 million Malaysian users. We held auditions to ‘kid-source’ Malaysian children to be the voices of Safe Mode. We then re-wrote the navigational prompts as charming reminders to drive safe e.g. ‘Turn Left, don’t forget your seatbelt’, “Accident reported ahead. My head is on the shoulde rlah.” “At the roundabout, take the first turn. Number 1 like my Mummy” We also created multiple charming online videos communication messages at every stage of the campaign journey to inspire people to download the voice pack

Results and Effectiveness
Maxis-Safe-Mode garnered 956,369 downloads. With 4.4 million Malaysian users, that’s 1 out of 4 downloading. SafeMode was also downloaded 562% more than the average Malaysian sponsored voice pack. News of the world’s first kid’s voiced GPS spread like wildfire, even reaching international news mediums like Bloomberg, generating a total PR value of RM 61,059,382 Maxis also added +5 to +8 points to brand health indicators: “innovative”, “digitally-driven” and “brand-that-cares-for-me”.

2016 | |

Recruitment Ad 2.0

Advertiser: Ikano Handel Sdn Bhd
Brand: IKEA
Creative Agency: -
Credits: -

The Challenge
The biggest IKEA store in Malaysia was set for launch in Cheras, which means huge job vacancies. We were tasked to craft a recruitment campaign worthy of the IKEA spirit, bringing in the best talents for the job.

Insight, Strategy and the Idea
Recruiters goes through thousands of CVs just to find good candidates. For IKEA, we must find the right people from Day 1 of operations. Taking a traditional route was just too risky. Future IKEA employees are the standouts from Gen Zs, they are well connected and highly sociable. As ‘screenagers’, these digital natives are inspired by originality and creativity. Instead of the usual recruitment ads in classified, we created the first ever ‘viralable’ Video Recruitment Ad in Malaysia.

Media Execution
Working with prominent YouTubers, our video showed the Do’s and Don’ts of interviewing at IKEA. The idea was to prepare potential talents with possible interview questions but in fun, humorous and entertaining manner. The video was to prep our talents with insights of fun working culture at IKEA Malaysia. The video was then placed in:

• YouTube: Instead of demo filters, we opted for interest, especially on home improvement, after all, we want to hire talents that are passionate in what they do!

• GSP & JobStreet EDMs: Using domain targeting, our video also reached out to talents who are currently looking for a job

• Social Sharing: We leveraged on social media to spread the word out to the right talents about the hiring

Results and Effectiveness
Our blue ocean strategy helped IKEA to break out from the mundane way of doing recruitment. The video generated >2.4Mil impressions with 450k complete views. GSP ads pegged an astounding 9% CTR! We exceeded the targeted candidates number by 156% and helped IKEA hire over 300 coworkers! Most importantly, we helped IKEA save a whopping 36% on prospecting costs!

2016 | |

1st ever Weather-based Real Time campaign

Advertiser: Clarins Sdn Bhd
Brand: Clarins
Creative Agency: -
Credits: -

The Challenge
When Malaysia was hit by haze from Indonesian fires, Clarins saw an opportunity to launch its unique UV+Anti-Pollution Skin Whitening range. But Clarins needed media innovation to break through the cluttered facecare category.

Insight, Strategy and the Idea
INSIGHTS: A. Women want fairer, healthier skin. 80% of them consume beauty content on their mobile phones. B. When they are outdoors, adverse weather conditions are a moment of truth for women, triggering skincare concerns. Media needed to bring alive 2 product key propositions, namely UV-protection, and Pollution-protection. STRATEGY & IDEA: Our strategy was to create brand presence at women’s Moment-of-Truth, i.e. during adverse weather conditions, when UV rays ate ultra-strong, or air is polluted. But we are not a weather company, nor can we control the weather. We need to find an innovative solution. We took a radical move, we innovated by partnering with a weather website to create dynamic, weather-contextual ads, on mobile phones.

Media Execution
We appointed a mobile tech partner to synch our media buy with the weather website’s feed, thus reading weather data real-time. When the site showed high UV Index (UVI), our UV ad copy will be displayed. When the weather site detects high pollution rate, the Pollution ad copy will show. The UVI Reader could detect various levels of UV rays, UVI 5-6 as “Moderate”, and UVI 7+ as “Dangerous”, with different ad copy displayed accordingly, urging women to protect their skin. Redemption form was also embedded in ads, to drive women to Clarins retail counters, for new product trial. We targeted a network with high female traffic websites.

Results and Effectiveness
• Reached 7.3 million eyeballs in 2 weeks.

• 10% sample application forms downloaded on mobile phone vs general industry benchmark at 4% (250% higher!).

• 11% actual redemption rate at Clarins counter, 265% higher than normal campaigns.

• Clarins is the first skincare advertiser to create weather-based digital campaigns in Malaysia!