2016




2016 | |

One Malaysian, One Mission, One Nation

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

The Challenge
PETRONAS’ commercials have been a staple during Merdeka for 20 years. Recently, other brands have emulated that strategy with their own emotional stories. How could we rise above them to lead in an uncharted media space for PETRONAS? Could we build brand preference?

Insight, Strategy and the Idea
INSIGHT: Malaysians are proud of their heritage and national pride is high during Merdeka & Malaysia Day. But, our general understanding of what makes us Malaysian can be trivial. Media agency recommended PETRONAS to unearth Malaysian stories & enrich others through sharing. Radio was identified as the key medium (94% Reach) able to connect with audiences across states, age groups and income levels. We partnered with 2 biggest radio stations with largest listenership: Hitz & Era FM. We included digital elements real-time response and share-ability. On-ground became a key element in bringing the campaign to life, while Digital/social would be used to increase engagement with millennials.

IDEA: We reached out to Malaysians to participate in the first ever Merdeka Reality Show in Real-Time : Merdeka Man

Media Execution
MECHANICS: To maximize real-time excitement, and cut through the clutter, we sent a Merdeka Man on a mission to hitchhike across the country and discover what Merdeka means to everyday Malaysians. He would rely on goodwill of Radio listeners to travel from one place to another. As he hitchhiked, he would document interesting snapshots and videos of what Merdeka means to Malaysians, thus inspiring others. His daily journey would be broadcasted on the radio stations, their social media assets and a campaign microsite. After his mission, Malaysian stories would be compiled in video form just in time for 31st August, to be shared digitally. We deployed radio, activation, digital and social to tell Merdeka Man’s tale, with each medium connecting with the other mediums, amplifying excitement. RADIO TO EXCITE: Radio was the primary medium to call for drivers willing to pick up Merdeka Man and help send him to the next town. Announcements, call ins, live reads and promo spots boosted reach and created a “larger than life” feel. ON GROUND FOR REALITY: To connect with Malaysians, we deployed an on ground team with camera crews and assistants supporting the Merdeka Man, and engaging with drivers. DIGITAL AND SOCIAL TO ENGAGE: Merdeka Man shouted out via radio station’s social assets to inform his whereabouts and mention his upcoming destinations. He recorded and shared his journey on radio and social media allowing followers to have real-time interaction. All the stories were curated into one single digital platform for Malaysians to find travelogue adventures of Merdeka Man.

Results and Effectiveness
From Kangar to JB, Kuching to KK, Merdeka Man travelled 14 states in 14 days. Reached 5.9 million Radio listeners Merdeka Man hitchhiked over 3,000 kilometers. Social media travelogue received 257 million impressions. RM15 million value in earned and owned media. Media ROI: 7.8x Brand preference rose 7% PETRONAS was once again the lead brand bringing Malaysians together.

2016 | |

It Takes Guts to Say Yes

Advertiser: Dutch Lady Milk Industries
Brand: Friso Gold
Creative Agency:
Credits:

The Challenge
With parents focused on academic excellence, Infant Formula Milks brands which promised to turn kids into next Einsteins became a mother’s default choice. With high clutter and lack of consumer traction FrisoGold was struggling in the market. Our challenge was to differentiate & build relationship with mothers leading to sales.

Insight, Strategy and the Idea
Research shows that on an average day, a toddler hears ‘NO’ 400 times. We understood that this excessive reliance on the word stems from mothers’ fear for her child’s safety and well-being. But repeated use of the word NO meant that kids were missing out on unique experiences which helps shape up their personality. Through ‘Mom-festo’ – Friso sought to break through moms’ first instinct to say ‘No’. Everytime when they say “no,” moms need to realize that negativity can breed resentment or plant seeds for future rebellion. “Yes,” on the other hand, opens up trust and creativity. The goal is to bring out moms’ mental strength to tune out negativity and to discover the Power of Yes. Your child is the sum of her mother saying ‘Yes’, and to bring this to life – FrisoGold embarked on a first-ever ‘Mom-festo movement’ to showcase the POWER OF YES to Malaysian moms. We collaborated with two famous Malaysian Moms, Ngai Yuen and Liz Yahya to demonstrate the POWER OF YES through their 4-week transformation, use their experience as catalyst to spark the movement across Malaysia.

Media Execution
Typically, Malaysian mothers are clustered distinctively into two groups – ‘No-time’ moms and ‘Over-protective’ moms. We zeroed in on two celebrity moms who were willing to be put to the 4-weeks grueling test to re-evaluate their parenting style. Can Ngai Yuen (‘No-time’ mom) say yes to spending more time with her kids? How would Liz fare as she tried to shake off her Over-protective mode, learn to let go and start saying Yes? The social experiment brought sudden realization to both moms, when they say ‘yes’, they are actually giving their children the chance to enjoy new experiences. We seeded the videos online and rallied Malaysian moms to rise to FrisoGold’s challenge and experience the Power of Yes. Smart retargeting ensured mothers saw all videos sequentially. They were then progressively retargeted with Friso’s product proposition of aiding healthy child development and experiential learning and invited them to sample Friso. Thousands of moms responded and shared their transformation journey, including activities that strengthened the bond between mom & child. With positive responses, Friso Gold went beyond to activate an experiental event, lined up with the activities that were crowdsourced from moms. We further cemented the Power of Yes ideology through a specially orchestrated placement of newspaper ad next to a strong editorial piece on Power Of Yes movement.

Results and Effectiveness
The campaign resonated so strongly with Malaysian mothers, 98% of Friso Gold mothers were happy with our products. We exceeded conversion targets by 512% in sample requests, resulting in tremendous uplift of 20% of market shares in a stagnating market.

2016 | |

How KFC stole a burger-march on McD’s using real time data

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. Most KFC burger innovations aren’t attention-grabbing and the brand simply wasn’t “I’m lovin’ it” hip. We needed to do something different with the launch of the Hot and Cheezy burger.

Insight, Strategy and the Idea
Malaysian youths are fickle foodies thanks to the variety in our cuisine. Just like our changing habits when it comes to food, we had to develop a campaign aligned with what the younger generation liked to view online. But, Millennials are likely to just ‘click’ their way past the mundane. 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. If you were watching news about Malaysian politics, Hot & Cheezy would ask you to be his Minister of Home Affairs. If you were watching a replay on the online game DOTA 2, he would ask if you were Necrophos (an in-game character) because you are a heartstopper. This was a pioneering effort where we used real-time data to create and distribute content to our audiences. 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. Even our newspaper ads were programmatic. Hot & Cheezy also appeared in various sections of the newspaper, again with specific cheesy lines tailor-made according to the different sections of the paper: sports, metro, lifestyle, world news, and business. Hot & Cheezy also appeared as his flirty self on Tinder (dating app popular among millennials). Hot & Cheezy called out to users to ‘swipe me right’ with its infamous cheesy lines. Matches on Tinder 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 for pre-roll viewthrough rates. The average view rate for any pre-roll campaign in Malaysia prior to this was only around 17%! They shared. Despite it being a programmatic campaign, millennials loved our videos so much they shared and talked about it. We managed to get, on average, 4X more organic views that previous KFC Malaysia videos. Some videos hit as high as 37% organic views! They visited. 13% more customers visited KFC during the campaign month, 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 | |

Agency’s 4E strategy- Casting the Magic Spell on Malaysian Youth

Advertiser: Celcom Axiata Berhad
Brand: Xpax Magic SIM
Creative Agency:
Credits:

The Challenge
Our Challenge – The Millennials! The youngsters of the nation are very hard to please – they only communicate when they feel the need and can easily get distracted with the plethora of offers targeting them in the market.On top of this, the GST hindered them from driving sales for XPAX which impacted in a revenue decline – as they are the largest set of XPAX subscribers. Only spells could have enthralled this audience for us.

Insight, Strategy and the Idea
Insights, – Good thing is that the Millennials have the most distinctive behavioral traits. They thrive on trends! – Nothing inspires them more than what is circulating in their social circles and they feel compelled to be part of things that their peers vouch for. Celebrities are huge influencers – these millennials are the fan girls and boys.They are curious and appreciate ‘surprises’ – avid readers and researchers, they trust on blogs and communities to find the word on brands.In the current economic times – they are looking for brands that support them through the GST transition as it’s a novel experience for them. Strategy – The spell in this case was the #MAGICSIM. Agency crafted as a Strategy that keeps reinventing itself and surprises the Youth with a different layer consistently. The anchor here was to be innovative with all the executions and offers so that the Millennials could never second guess the next move and be indifferent. We created a ‘4E’(Envy,Entice,Excite & Engage) strategy with distinctive roles & mediums throughout the campaign. Our idea was to Cast the Magic Spell Consecutively to the Millennials

Media Execution
How did we do it?

• Envy: The first cannon was the ‘Envy’ phase . Top celebrities like Ayda Jebat, Erin Malek, Emma Maembong sparked the buzz about this mystery Magic ‘product’ asking where they can find it on Social along with DJs on Radio. We saw Millennials desperately seeking answers for what this ‘Magic’ product really was. We finally revealed the product after a week through these celebrities telling their fans who hard was it for them to get Magic SIM as it was all sold out.

• Entice : We further sparked the interest by ‘Enticing’ the audience through TV teasers followed by a 30s full reveal TVC.

• Excite : We moved on to the excite phase where we made the Magic SIM across all possible mediums as if it was a real magic. We went live on Radio with DJs on 6 stations revealing the magical offer.In terms of communication during this phase we were talking about Free Internet, Internet Burung Hantu etc.

• Engage: This is where the magic actually happened. Our influencers and seeders were in communication with the audience on Twitter, Instagram, Facebook, Forums etc. Organic conversations were abuzz with MagicSIM mentions. This carefully crafted 4E strategy created a huge buzz in no time!
Results and Effectiveness
Reached 18,321,987 Malaysians 20,000+ packs/day for 6 weeks- highest ever. CTR increased by a phenomenal 492% 69,699 social mentions, Earned Media worth 4,900,000+, 30% increase in sales #MagicSim trended organically on twitter for 21 straight days.

2016 | |

Igniting Malaysia with #NeverGiveUp Spirit

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

The Challenge
Recent years have seen other beverage brands challenging MILO’s synonymous association with sport, causing declining penetration and wavering brand affinity. Milo needs to reclaim its iconic status in sports to reverse dwindling market share and sales.

Insight, Strategy and the Idea
Malaysians have loved MILO for decades but it has diminished into an old nostalgic love that’s no longer as exciting as newer brands. We also found that while mothers know MILO is nutritious, they don’t fully appreciate how sports can help their child flourish. We needed to ignite the hearts of Malaysians and renew their love for MILO. We strategized to push MILO’s brand belief of “Sports is a great teacher”, with MILO as the energy drink that fuels you. Thus the campaign idea, ‘Champions Never Give Up’ (Juara Takkan Gentar). We strategized 3 tasks for a multiplier impact on KPIs:

1. Reach: CNGU campaign that renew Malaysians’ love for MILO.

2. Relevance: Make mums fully appreciate the value of sports.

3. Engagement: Drive emotional connect with the #nevergiveup proposition.

Media Execution
First, we made a mark across the nation with impactful print ads. DJs live reads & spots and high reach digital platforms (YouTube, Facebook, Google DBM) brought these ads to life by engaging with audiences. We inspired audiences with real life #nevergiveup stories of Malaysian athletes through sponsorship of the highest rated TV program (TV3-Buletin Utama) that reached over 75% TA. To bond to mums, we designed specific Social experiment videos showcasing kids talking about competition and fear of failure cemented a deeper emotional connection with mums. We had “editorial” content in newspaper with relevant articles that helps mums in dealing with their children’s growth goals, fears and failures. To ignite Malaysians’ hearts with MILO’s #nevergiveup spirit, we featured on Astro Prima, Maya & Arena an 8-episode branded reality docu-drama following the trials and tribulations of a school level soccer team trained by MILO was featured on Astro Prima, Maya & Arena. The docu-drama exemplified how sports, together with MILO, nurture kids to never give up whether they win or lose Lastly, our content hub on MILO’s website united Malaysians through helpful parent tips, motivational stories, exclusive contents from branded content, and conversations. A strategic digital plan helped maximize key KPIs of website clicks and content consumption. Radio DJs further engaged audiences with their own #nevergiveup stories and motivational songs.

Results and Effectiveness
1.Malaysians perceived Milo as an exciting and iconic brand in sports once more. The “Takkan Gentar” reality docu-drama achieved 86% enjoyment scores with kids and created 82% purchase intent amongst adults.

2.More mothers were convinced on the values of sports, with brand imagery of “Stimulates children/my child to have an active lifestyle” going up from 94 (FY2014) to 96 (FY 2015).

3.MILO’s market share increased from 86.6 (Jun) to 88.0 (Oct) by +1.4 bp and average monthly sales increased by RM2.5 million during campaign run

4.Ultimately, we reversed a long running penetration decline (by +1.5%) and brought back MILO as an iconic brand into more Malaysian households.