2016




2016 | |

How we inspired the youth of Malaysia by starting a visual dialogue with them

Advertiser: Telekom Malaysia Berhad
Brand: UniFi
Creative Agency: -
Credits: -

The Challenge
TM being the oldest landline player, has always battled perceptions of being out-dated, backwards and conservative. To compete with other progressive telcos, TM had to change.

Insight, Strategy and the Idea
The idea of a community of innovators who tinker and prototype is going mainstream; creating innovations that change tomorrow, all powered by the Internet. TM called them the ‘Makers-of-Tomorrow’ and saw an opportunity for UniFi to refresh its image by being the brand for them. They were fed up with conventional advertising though; we had to change the way we reached them. Thus, we decided to engage them in a visual dialogue via a mural. Murals have always been part of popular culture in Malaysia because they highlight social, political and economic issues while involving viewers in a visual dialogue.

Media Execution
We collaborated with foursomekl, a group of self-taught artists who believe they can change the world through art, to create a mural featuring various Malaysian Makers achieving great things. To inspire a visual dialogue, we embedded QR codes so people could interact with it. The mural spans 175 feet, making it the longest indoor wall mural in Malaysia. Smaller murals were done at Jalan Sultan Ismail and Nu Sentral. They were broadcasted digitally so anyone could see and feel inspired. We documented the ‘making of’, creating time lapse videos. Then we made #ForTheMakersOfTomorrow bottled water featuring the mural on the label; free at LRT stations and selected cafes in Klang Valley. Word of the mural spread socially via influencers, paid content on dark networks and organic sharing.

Results and Effectiveness
• Reached 84% of our target.
• Positive sentiment for TM increased to 93%.
• Generated 85mil reach on social media and 330,000 engagements on all our postings. On average, each organic #FMOT posting generated 2,201 engagement.
• TM UniFi sales increased by +231% with new installations contributing to 77%

2016 | |

Dutch Lady presents Magic of Mickey In store

Advertiser: Dutch Lady Milk Industries
Brand: Dutch Lady Kid & School
Creative Agency: -
Credits: -

The Challenge
School going kids perceive milk as boring, with competitors vying for ‘Share of Throat’ milk consumption steadily declines. This battle of drinks is most ferocious at POS, and with Milo dominating shelf spaces, we had to disrupt milk aisles to gain mom & child’s consideration.

Insight, Strategy and the Idea
Grocery shopping being a weekly chore, moms are on autopilot mode with their shopping list. With milk being part of destination aisles, brands are predetermined & regular POS advertising isn’t captivating enough. However, kids treat grocery shopping as an adventure, it’s their playground from trolley rides, to checking latest snacks, they are in an exploratory mode. DutchLady’s DISNEY PARTNERSHIP allowed us a unique opportunity to enlist the support of Mickey & friends for POS battle and deployed double-edge sword to change in-store advertising dynamics. We deployed the first ever 3D PROJECTION ON FLOOR, with strong task force of Disney ambassadors, strategically stationed at cross-category high traffic aisle to close the sale.

Media Execution
We transformed boring milk aisle into exciting playground across 26 TESCOS NATIONWIDE. As kids stepped into the aisle, Disney’s theme music played up & they were transported to the magical world with Mickey & friends, seeing these characters kids ran with glee and jumped around the projection, with moms in tow grabbing packs from aisle. We even converted DutchLady shelves into Disney arches completing the magical feeling! We surprised kids with vibrant Disney-themed trolleys alongside Disney ambassadors. Crossing into categories beyond milk aisle, moms and kids interacted with Mickey’s friends with their favourite milk wherever they may be. What could have been just an ordinary shopping trip, turned into a fun adventure for both mom and kids!

Results and Effectiveness
We reached estimated 4.5 Million shoppers during campaign period. Campaign awareness rose to 64% which is higher than industry norm of 47%!

2016 | |

#PaintAllSurfaces

Advertiser: Nippon Paint (M) Sdn Bhd
Brand: Nippon Paint. Total Coatings Expert
Creative Agency: -
Credits: -

The Challenge
It is not enough anymore for a paint brand to be a great paint brand. After leading the category for years as The Paint Expert, the competition is catching up. But what is a paint company to do? What else can we be if not paint?

Insight, Strategy and the Idea
Paint = Walls is deeply entrenched in the minds of consumers. You would agree too. This convention has imposed a great limit to not just NipponPaint but to the category as a whole. Tell me, I’ll forget. Show me, I’ll remember. Involve me, I’ll understand. In paint category, this made even more sense as seeing, touching, feeling is believing… The strategy is to show, tell and involve consumers. The idea: #PaintAllSurfaces, any surface, any shape, any size.

Media Execution
We picked types of surfaces that can be easily found in any home: Tiles, Wood, Glass, Metal and Cement. What better way to break the norm than to show paint on other surfaces besides walls? We used these materials and built 5 life sized Blobbie sculptures, standing at 5ft tall each, all coated with NipponPaint. Instead of just an ambient placement, we opted for an open air art gallery like experience. Our Blobbies went on a NATIONWIDE tour, strategically placed at high traffic locations to show, tell and involve our consumers. It stopped traffic everywhere! We introduced the Blobfie moment aka ‘Selfies with Blobbie’ contest to create opportunities for consumers to interact, create and share happy memories with our brand.

Results and Effectiveness
Campaign was a success with 47% increase in sales of non wall paint products, 3.7 times more than KPIed! The response from consumers were unbelievable as we recorded 18,700 conversations about #PaintAllSurfaces. The Blobfie contest was a great success. Consumers got upclose and personal with our Blobbies and we received 2,018 Blobfies entries during campaign period.

2016 | |

Ribena Transforms Scrap to Gold

Advertiser: Suntory Beverage & Food Malaysia Sdn. Bhd.
Brand: Ribena
Creative Agency: -
Credits: -

The Challenge
Mamak restaurants are hugely popular among Ribena’s target audience, young adults. This makes them a key distribution channel for Ribena’s new ready-to-drink variant. However, these outlets offer many options. Mamak patrons are also impulse driven with a tendency to buy what they see. How can Ribena stand out and be the brand of choice for mamak patrons?

Insight, Strategy and the Idea
Mamak restaurants are a cluttered point of sale, so we needed an outstanding solution that has never been done before to truly stand out. We observed how waiters interacted with mamak patrons and noticed that they write down orders on a scrap piece of paper at the table. Customers later bring this scrap paper to the cashier to make payment. Recognizing this untapped opportunity, we strategized to transform this scrap paper into a media touch point for our brand and create a permanent impulse trigger solely for Ribena.

Media Execution
We created plastic cards similar to the size of credit cards, which could record orders and payments just as the scrap paper did. The information was electronically recorded via the magnetic strip. We branded the card and included a strong call-to-action to try the new Ribena. Mamak patrons were exposed to Ribena’s sole branding and messaging during their entire stay – from the moment they order to when they pay – prolonging the visual cue to order Ribena on impulse.

Results and Effectiveness
Value share in these outlets doubled at the end of our campaign period vs. 3 months prior to campaign launch. Mamak Cards are now officially a paid medium in 26 mamak outlets, thanks to Ribena who ingeniously created a brand new way to reach consumers at POS by turning scrap paper into a golden opportunity.

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 Neon Bottle, 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
How can OOH be interesting and engaging? By letting people choose actual locations for the ‘neon’ treatment. With radio’s help, we generated instant talkability from a massive OOH execution. This is what we did:
• Stage 1 – Created intrigue by ‘Buildings’ asking Mountain Dew to ‘neonise’ them.
• Stage 2 – Giving power to the people in voting for buildings to be ‘neonised’.
• Stage 3 – 5 selected iconic buildings nationwide (KualaLumpur, Malacca, Penang, AlorSetar and JohorBahru) were turned NEON for a night. Additionally, GLOWING NEON bottles featured on billboards along Federal Highway and Jalan Imbi.

Results and Effectiveness
MountainDew undeniably turned Malaysia Neon! The neon structures were photographed and shared all over social media, with coverage close to RM500,000 for only a week’s effort. MountainDew’s sales increased 122% recorded its highest sales since its launch 5 years ago. More importantly, brand awareness improved tremendously: up 11.25% to be back to 89%.