2016

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

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

The Challenge
In conjunction with Hari Raya, and facing budget constraints, PETRONAS decided to re-run one of its most heartwarming TVC in 1999 Titled “No Charge”. The TVC featured a son that left a note for his father to charge him fees for doing chores. In return, the father left another note telling him how much he had spent raising him as his son but decides to give him a “No Charge”. With this, how could PETRONAS embody the spirit of “No Charge” and bring it on-ground to all Malaysians including the grassroots?

Insight, Strategy and the Idea
As Hari Raya is a festive of giving and sharing, this goes in-line with the “No Charge” spirit. We decided to partner with Berita Harian, the highest reach non-tabloid newspaper that reaches out to our target audience. IDEA: We did the most relevant creative buy ever. We wanted consumers to experience the “No Charge” spirit and for the first time ever, we took over Berita Harian and made it free-of-charge nationwide on the first day of Hari Raya. The newspaper that normally cost RM1.80 was given to all Malaysians at “No Charge”. PETRONAS, like the father in the commercial, took the cost upon itself.

Media Execution
The PETRONAS “No Charge” newspaper was a PETRONAS branded Berita Harian copy that had a “No Charge” stamp on the Berita Harian masthead clearly letting consumers know about the gesture from PETRONAS. We worked with newspaper distributors across Malaysia to ensure the newspaper was delivered at no charge.

Results and Effectiveness
First ever “No Charge” newspaper for a normally paid newspaper. We successfully reached and touched 1.5 million readers, generated RM800,000 worth of social conversation with PR coverages. Our TVC also received additional 40 million views, spurred by the print message. Brand awareness and affinity rose 7% during this period.

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.