2016

The Challenge
Puma is re-positioning itself as a sports training brand, and wanted to create sales for Puma Ignite shoes.

Insight, Strategy and the Idea
INSIGHTS: A. People feel demotivated to train alone. B. Our best motivator is ourself. Not anyone else. Hence Puma decided to push its tagline #nomatterwhat, encouraging people to train #nomatterwhat.

STRATEGY & IDEA: To set ourselves apart, we created an online PACT campaign, where users pledge to themselves that they will train “faster, stronger and fiercer. #nomatterwhat”. Once they made the PACT, users would join a whole new sports concept, the 24 hours Puma “Trainathon”. This concept is 1st ever created in Asia. Trainathon-ers can also choose to train using Puma’s mobile app on other days, together with our world class Trainathon-ers, Rihanna, Usain Bolt, the Arsenal F.C. team, and Sergio Aguero.

Media Execution
Media execution had to create hype and excitement. We went (way….) beyond banner ads, and innovated new ad formats: 1. Twitter PACT Card, a customised Website Card, directing users to a widget to PACT. 2. Spotify Pactlist: a customised Playlist reaching 2.8mil Spotify subscribers. 4 music tracks was crafted, each for the celebrity Trainathon-er. A list of songs will then be auto-generated according to users’ choice of celebrity, their own heartbeat, speed & duration of training. 3. “Chunky” Social Influencers, a group of gym trainers & body builders with at least 50,000 sports followers on their social media pages, promoting our campaign. 150 social postings generated in 4 weeks.

Results and Effectiveness
• Generated 26 million eyeballs within 4 weeks.

• Contributed to 40% sales-through-rate of Puma Ignite shoes within 10 weeks. this equates to 100% above client’s KPI.

• 115% higher than KPI, participants who joint the PACT and the Trainathorn.

• PR coverage worth RM1.2million, across 25 media.

• Campaign was later copied across 5 markets in Asia, thanks to its amazing Malaysia success.

• Campaign is recognized as the 1st ever in Asia by thestar.com.my.

The Challenge
After 20 years of running heartwarming festive commercials, PETRONAS found others were emulating their formula. How could the brand differentiate?

Insight, Strategy and the Idea
INSIGHT: 59% of online audiences visit YouTube, spending 20 minutes per visit. This has led to the rise of local content by Malaysian YouTubers, with millions of followers. STRATEGY: Instead of having a creative agency writing the script, we wanted to differentiate by encouraging user-generated content from our audience. Instead of using paid media to drive earned media, we would start with “earned” media which translated to “paid” and “owned” media. IDEA: This year, PETRONAS embarked on capturing stories of Malaysians shared with Malaysians, made by ordinary Malaysians. We invited ordinary Malaysians to submit stories that could become the next PETRONAS Raya film. The winner would direct their story with resources from PETRONAS.

Media Execution
EXECUTION: PETRONAS announced that they were looking for the next big talent. Now fans of PETRONAS commercials could have their story created into a webfilm. MULTIPLE, RE-ENFORCING MEDIA: 1. Postings from PETRONAS’ owned Facebook were amplified by suggested posts, targeted to film-makers, creative types, writers etc. 2. Actors from previous PETRONAS films were deployed to urge participation from aspiring film makers, via online pre-rolls. Using memorable characters increased consumer understanding. 3. Digital PR, targeting newspapers, magazines and budding film makers grew awareness of this unique opportunity.

Results and Effectiveness
Winner was treated to red carpet premiere of ‘Sampai Hati’ Entire process took place online, regularly updated, thus growing audiences continuously. Campaign reach: 80 million impressions, 60% targeted towards Malays. 1,980 storyline submissions. Film generated 1.6 million+ views 25,000 positive social mentions online. Over RM 3.9 million in earned media value. Media ROI: 5.3x “First ever” Malaysian crowd-sourced festive film continued the legacy of bringing Malaysians together.

The Challenge
There’s little differentiation between mainstream beer brands. With alcohol advertising highly regulated in Malaysia, how do we establish Tiger as the number one beer against competition?

Insight, Strategy and the Idea
We tapped into consumer trends and discovered that street food plays a big part of our target’s life yet they don’t talk much about it. Instead, they socialize the higher-end food that they eat because it makes them look more sophisticated in the social space. With Tiger’s roots as the Asian beer, we saw an opportunity to relate to our target through Malaysia’s biggest social activity: Street Food. To ignite our target’s pride in local food, we took them on a journey to discover different street flavors through digital. Waze was identified as the key platform. Despite adhering to Malaysia’s alcohol advertising regulations, we made history by flipping our campaign around and seduced consumers to Tiger Bites trail via tempting messages about authentic street food and directing them to the hidden spots through Waze.

Media Execution
To instigate excitement, we created TigerBites pins pointing consumers to the curated hidden food jewels and customized messages to entice them. To further fuel passion, we then empowered them to be part of the exploration by contributing to the street food trails. Users could also drop location pins for great secret street eats along the way. Tiger’s social platform drove talkability where communications of these food trails was time-targeted to stir up hungry tummies. Ultimately this adventure drove new audiences to satisfy their food cravings at places where Tiger Beer was served!

Results and Effectiveness
Tiger Bites became a success directly impacting sales with a 3% growth vs 2014. Tiger’s top-of-mind awareness increased tremendously from 33% to 39%. #tigerbites successfully reached out to 12 million users in the digital space and an additional 3,000 food trails were created through crowd source.