2016




2016 | |

How Tune Protect ‘Protected’ a Newspaper from Everyday Tragedies

Advertiser: Tune Insurance Malaysia Bhd.
Brand: Tune Protect
Creative Agency: -
Credits: -

The Challenge
Malaysians have the perception that Tune Insurance offers only TRAVEL insurance due to its association with AirAsia as their official insurance partner. In reality, Tune Insurance is a full-fledged company offering a wide product range – like the big players do. We needed to change this inaccurate perception.

Insight, Strategy and the Idea
2015, Tune Insurance embarked on a business strategy and name change to Tune Protect. Rather than competing with the big boys, Tune Protect identified gaps in the market and decided to sell insurance as an everyday product. The fundamental change – new products covering common Malaysian ‘tragedies’ like loss of belonging from snatch and home theft, even pet insurance. Media agency recommended to bring alive this brand proposition through an everyday medium – the humble Newspaper. But what tragedy would befall a newspaper? Why, getting soiled of course, as one has their morning coffee! If we can protect that, surely we can protect everything else!

Media Execution
In line with the new proposition ‘Protecting People Against Everyday Tragedies’, we decided to protect the Newspaper from possible tragedies! We partnered with The Sun, Malaysia’s highest circulated free English newspaper and leveraged on their wide distribution channels: offices, convenience stores, transit stations, and restaurants – places where coffee most likely spills. We created special transparent zipper storage bags and packed the newspapers individually. On the front, a coffee stain created an illusion of a soiled newspaper. The headline on the bag called for readers to find out more and upon unwrapping, we displayed possible everyday tragedies we could protect them against.

Results and Effectiveness
Our creative newspaper campaign generated huge online buzz and reached an estimated 583K brand TA of PMEBs and White Collars. Interest in Tune Protect and products soared as website traffic increased 28X during campaign period. Average Monthly Policy sales increased 944% whilst Total Sales increased 359%.

2016 | |

Wonda Restarts your day

Advertiser: Permanis Sandilands
Brand: Wonda
Creative Agency: -
Credits: -

The Challenge
Securing the No.2 position in the RTD coffee market in under 2 years after launch was a proud achievement for WondaCoffee. Awareness levels were low within the Malay segment. We needed to secure a niche position in their hearts and minds, to favour WondaCoffee over Nescafe.

Insight, Strategy and the Idea
Nescafe clearly defined its position as ‘the morning ritual to start the day right’, we dug deeper. A morning fix doesn’t guarantee and ‘easy’ day. Challenges still abound. Our energy gets depleted tackling them and we need that boost to keep us performing. Hence ‘WondaCoffee Restarts Your Day’, to recharge and restart us, any time of the day.

Media Execution
Newspaper was used for mass reach and to generate immediate awareness For 5 consecutive days with BeritaHarian, we incorporated innovative ‘Restart’ gadgets together with jacket wraps.
Day 1 – WondaRestart Kit, with WondaCoffee cans and a power bank free redemption when MyTeksi mobile app bookings were made.
Day 2 – ‘Restart’ conveyed through an hourglass that could be flipped upside down.
Day 3 – Measure your stress levels on a heat-detection film and restart your day with WondaCoffee.
Day 4 – Restart your day with a WondaCoffee redemption coupon at MyNews.com stands.
Day 5 – Using optical illusions, sit back and relax to read the message. Thereby reinforcing the campaign message.

Results and Effectiveness
WondaCoffee recorded all time high Brand Awareness amongst Malays @ 83%, with 56% increased trials. A spike of 22% in total sales across Malaysia. At MyNews stores and stands, WondaCoffee became the No. 1 RTD coffee with sales growth of 244%, surpassing Nescafe by 13%! Nescafe hit its record-low in convenient store sales, while our campaign contributed 209% growth compared to previous periods. The WondaRestartKitDelivery via MyTeksi received close to 1.23M bookings, with 5,000 sets given away. Media ROI of RM780,000 was generated to date

2016 | |

MOUNTAIN DEW NEONISES MALAYSIA TO A RECORD ALL TIME HIGH IN SALES!

Advertiser: Permanis Sandilands
Brand: Mountain Dew
Creative Agency: -
Credits: -

The Challenge
Having been in the market for 5 years, brand awareness was low compared to competitors, such as Sprite, Kickapoo, 7Up. In fact brand awareness has been on a declining trend similar to their sales trend. Modern Malaysians have become health conscious, consuming soft drinks only during special festivities. The effect of competition and lower consumption resulted in a 6% dip in growth. MountainDew was in need of rejuvenation to increase awareness, trial, and conversion. We needed a drastically different approach for fast results before hype fizzes out for the brand.

Insight, Strategy and the Idea
‘Different’, came in the way we innovated media for consumers to sit up and take notice. Opportunity presented itself in the new NeonBottle, an eye catching fluorescent shade of green. This gave us the platform to carry out a campaign that incorporated the neon or “glow in the dark” concept. The idea – illuminate life by shining light on the mundane and ordinary.

Media Execution
To be in grocery owners and mass audiences’ hands, we used PRINT as 65% of retainers carry newspapers. We partnered with TheStar for a never-before-seen 5-day takeover:
• Day1: Full-jacket wrap with life-size MountainDew Neon bottle replica on the frontpage. LED lit the bottle.
• Day2: Full-jacket wrap with fluorescent green publication masthead, blurbs, headlines, and sections to symbolize “Neon Nation.”
• Day3: Full-jacket wrap with a glow-in-the-dark green LED balloon to symbolise “Neon Fever.”
• Day4: Full-jacket wrap with glow-in-the-dark ad copy, linked to a social media contest to symbolize “Neon Movement.”
• Day5: Single full-page, full-colour ad communicating a promo at 7-Eleven outlets to activate drinking.

Results and Effectiveness
No brand has dominated TheStar in a similar fashion unlike MountainDew – it undeniably turned Malaysia neon! MountainDew’s sales increased 122% recorded its highest sales since its launch 5 years ago. More importantly, brand awareness improved tremendously: up 11.25% compared to last year

2016 | |

The Transformation of Happy Chompers with Juicy Confidentials

Advertiser: Panasonic Malaysia
Brand: Panasonic Slow Juicer
Creative Agency: -
Credits: -

The Challenge
To the health conscious, juicing is a way of life. There are many machines for them to choose from. Here, Panasonic is a small fish in this big pond. Panasonic’s ambition is to be the piranha in the big pond.

Insight, Strategy and the Idea
The audience in the big pond are “Happy Chompers”. Non stop eating yummylicious food begging to be consumed. The Non Communicable Disease in Malaysia has reached an alarming rate. Malaysia is SEA’s fattest country! We are an obesity epidemic waiting to happen. But all is not lost. “Happy Chompers” do want to lead a healthier lifestyle. They do want to eat right and replacing sweet drinks with fresh juices is their idea of getting healthy. However, ‘home juicing’ is hard because they don’t know where to start and unsure if it will taste good. So we embarked on a slow educational campaign to Show and Proof that juicing with Panasonic is oh so easy and oh so delicious. Our idea ‘Juicy Confidentials’ ran for 6 months via a series of bespoke print articles.

Media Execution
‘Juicy Confidentials’ was a collaborative effort with TheStar, NewStraitTimes, SinChewDaily and ChinaPress. 29 articles and 40 recipes were created to suit different needs of individuals, families and kids. Celebrities engaged to make juicing trendy were seen leaving the gym toting a bottle of juice like a designer handbag. The perfect body shape proved that besides regular exercise, juices help them maintain a healthier lifestyle. Health KOLs shared delicious frozen treats. Giving tips to prepare sorbet by using frozen attachment from PanasonicSlowJuicer and frozen fruit. Voila! You ready to throw a sorbet party. Parenting experts shared simple recipes for the busy moms using natural ingredients.

Results and Effectiveness
3.8million “Happy Chompers” continue to enjoy their food and juice as a new way of life. PanasonicSlowJuicer demand surpass supply.

2016 | |

Brainwashing Breakfast Habits

Advertiser: Golden Arches Restaurants Sdn Bhd
Brand: McDonald's
Creative Agency: -
Credits: -

The Challenge
After years of accelerated growth 6 years ago, McDonald’s Breakfast shares declined and TOM awareness remained stagnant the last 3 years. There were many barriers to growth:
• McDonald’s breakfast range was just not strongly embedded in Malaysian’s hearts and minds.
• Malaysians preferred affordable localized breakfasts and are spoilt for choice, whether they choose to eat-in or eat-out.
• To compound matters, with the impending launch of GST, people had developed a savings mindset and wanted cheaper options; the easiest being breakfasts found at local hawker stalls. The task was to implant McDonald’s value breakfast into the hearts and minds of Malaysians.

Insight, Strategy and the Idea
Quickly associate McDonald’s with breakfast in consumers’ minds through a gimmick and mnemonic. Gimmick: free breakfast! Mnemonic: Mondays. We encouraged consumers to consider McDonald’s breakfast as their staple repertoire through constant reminders of how tasty, varied and affordable it is, and through leveraging another morning staple, newspapers.

Media Execution
Phase 1: Owing Mondays
• We started training consumers to look forward to Monday breakfasts by tying McDonald’s breakfast to starting your week right on Mondays
• We achieved immediate high visibility with our front page special promotion coupons on consecutive Mondays nationwide.

Phase 2: Tasty, Affordable Variety We sustained the high visibility with continual reminders in key and secondary newspapers of how tasty and affordable McDonald’s breakfast variety is.

Phase 3: Big Bang Monday
• 205,000 Malaysians enjoyed a FREE Egg McMuffin together on National Breakfast Day. We excited readers and created anticipation of this big bang event with our daily super premium positioned newspaper reminders in the week prior.

Results and Effectiveness
McDonald’s Breakfast results were remarkable. :
• The campaign increased TOM awareness by +13%
• The breakfast sampling exercise brought in additional 8% sales through add-ons purchases
• Imagery scores improved by 21% for “have food I feel good about eating regularly”
• Breakfast sales enjoyed a phenomenal 35% growth