2016




2016 | |

How we used radio to connect young entrepreneurs to TM Business

Advertiser: Telekom Malaysia Berhad
Brand: TM
Creative Agency:
Credits:

The Challenge
TM had introduced complete business solutions to support up-coming entrepreneurs in accelerating their businesses. But sign ups weren’t great as TM has always been known as a consumer rather than business solutions brand. We needed a way to build our business solutions credentials.

Insight, Strategy and the Idea
Young entrepreneurs are always looking for successful mentors to get first-hand guidance, but accessing one isn’t easy. TM on the other hand, had access to them because they were TM’s Enterprise customers. We saw an opportunity to connect successful entrepreneurs with up coming entrepreneurs. Rather than do digital (something the older mentors weren’t comfortable with), we decided on radio as the main driver. With young entrepreneurs always on the road, it was the perfect medium.

Media Execution
Partnering with ASTRO, we developed a 2 pronged radio content strategy “ATTRACT” and “ACQUIRE”. ATTRACT – We created quick segments with successful iconic entrepreneurs like Zawara, Wood & Steel, Tarik Jeans, Garage 51, Nail Polish and Buns in The Oven. Topics include their first 100 days of business, inspirations, challenges, day-in-the-life and tips to be successful. Theses segments were aired throughout the day on Malay and Chinese channels. ACQUIRE – We then organised a contest where listeners could win a chance to attend an intimate session with these icons. ASTRO would also produce a short commercial to help promote their business. They just needed to pitch their out of the box business ideas and to share a story on why their business is unique.

Results and Effectiveness
Awareness of the radio activation reached 3.8mil. Media ROI successfully achieved a massive 2.84. We also achieve a sales target of 38% above KPI target. Overall campaign success contributed to TM’s Q4 brand health index amongst SMEs which increased by a whopping 50% from Q3.

2016 | |

Malaysia’s first lunchtime radio delivery service

Advertiser: QSR Stores Sdn Bhd
Brand: KFC
Creative Agency:
Credits:

The Challenge
To remain current, KFC needed redefine their modern classics. So, KFC launched the Zinger Rice Wrap, a combination of Malaysian staple food items in a modern wrap. Our challenge was to showcase the Zinger Rice Wrap as the perfect on-the-go lunch option for busy Malaysians.

Insight, Strategy and the Idea
Malaysians are the world’s 4th most productive workforce, meaning that they often skip lunch. The Zinger Rice Wrap was the perfect product to target young working adults who skipped lunch, due to its on-the-go format. Radio was identified as the key media touchpoint because it was the most highly used medium during work. We therefore decided to create Malaysia’s first lunchtime radio delivery service using social media!

Media Execution
Partnering with OneFM and FlyFM, we ran radio spots advertising our lunchtime delivery service for the Zinger Rice Wrap. Knowing that they were extremely busy, we made ordering easy too. All they had to do was post a selfie and tag #KFCMalaysia and #GrumpyNoLunchFace on Instagram. Someone from KFC would DM them to confirm their order and out it went via the radio cruises. So while they were stuck in the office, KFC and the radio cruisers scrambled around town to deliver fresh Zinger Rice Wraps to their workplaces.

Results and Effectiveness
We saw an immediate 3-point jump in ‘easy to eat on the go’ attribute that has been stagnant for 2 quarters! The attribute ‘for place in between meals’ improved by 6 points and bringing ‘innovative brand’ up by 7 points vs last quarter! Performance from Central region jumped by 10 points, highest in the past 4 quarters. As all age segments improved especially working adults, P3M visitation increased by 9% against a declining category.

2016 | |

Petron helped drivers see the lighter side of a heavy burden

Advertiser: Petron
Brand: Petron
Creative Agency:
Credits:

The Challenge
Petron is the newest and smallest player in the highly-competitive petrol market. They have 560 stations while Petronas has 1000 and Shell 950. With key locations already taken up by the big boys and market size dependent on the number of road vehicles – The only way to grow is to take business away from competitors.

Insight, Strategy and the Idea
Malaysian drivers are particularly sensitive to price fluctuations. When petrol costs less, you’ll see more cars on the road. When petrol costs more, there’d be fewer cars. In April 2015, the government introduced GST causing the price of everything to go up. Many people were upset, especially road users. The only way out was to turn a negative time for Malaysian drivers into a positive. We took the topic-of-the-month (GST) and changed a single letter (JST, or JoHaRa Senang Tunai) to brighten up the lives of motorists. Petron, after all, was about fuel-ing happy!

Media Execution
We asked motorists to send us their petrol receipts (complete with GST), from Petron or any competitive stations and allow us to take care of their bills. To do this, we partnered with a radio station. A 30-sec radio wasn’t enough. We wanted to engage road users and keep the conversation going. We teamed up with ERA FM, and got the DJs to select random participants and offer them an opportunity to win a ‘rebate’ on GST. JoHara Senang Tunai, indeed! A simple 3 step mechanic was created to reward Petron’s user :
1. Listeners will need to submit their receipt on www.era.fm

2. Era will call up selected entries to participate

3. If they win the cash, they win RM2,000

Results and Effectiveness
Petron increased its volume by 3.3% post promotion – proving that money can buy you happiness! After just 2 weeks, the campaign generated a 25% recall rate. We received 1,474 contest entries, or 198% over target.

2016 | |

Wonda Restarts your day

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

The Challenge
A beautiful model spins and flips her silky long hair. A cliché scene seen in all shampoo TV ads. We could not afford (yet another) TVC because of limited budget, so what can make Tsubaki different and literally shine brighter than others?

Insight, Strategy and the Idea
We grew up watching shampoo TVCs. Every woman can probably nail the hair flip in their sleep. Flip hair slowly, turn head at 45degrees from bottom to top. Stop. Smile. What if we took away this classic scene? Can shampoo efficacy still come through if we just talked about it? We decided to remodel and present this classic scene differently. After all, humans are curious and take note when their normality is challenged. Our big idea: ‘The Tsubaki Flip and Shine’ competition with MyFM!

Media Execution
Radio announcers led the campaign by uploading different versions of hair flip videos weekly, encouraging their listeners to submit their own hair flip videos; from annoyed hair flips, jogging hair flips, to seductive and crazy hair flips. Radio contest promos followed to amplify the message and recruit even more listeners to submit hair flip videos according to the weekly theme. Complimenting that was on ground sampling with radio cruisers at 60 locations! All videos were featured on MyFMs Tsubaki’s micropage to challenge listeners do better and to recruit more flippers. To end the campaign, the Top 10 finalists were showcased at the Tsubaki roadshow finale, featuring their #1 radio announcer, Wayne.

Results and Effectiveness
The campaign reached 2,030,000 listeners and 495,000 people online while garnering 2,200 new FB likes! We collated 220 different styles of flipping hair, and causing many stiff necks requiring MCs. Sales for Tsubaki increased a whopping 22% YoY in two consecutive months! This radio campaign won the Best Initiative (Asia) award in the 2016 Watsons Group Global Supplier Awards for its effectiveness!

2016 | |

The best way to see a wide-selfie is through your ears.

Advertiser: Samsung
Brand: Galaxy A
Creative Agency:
Credits:

The Challenge
Youths today, 18 – 24 year olds want cheap smartphones. Samsung was perceived as expensive. They want to try new brands. Most of our market had a Samsung at some point, and now want something different. Against this backdrop, and a gloomy economic climate, we were tasked to launch the Galaxy A-Series. It had a wide-selfie camera, and was positioned as ‘Amazing yet Affordable’.

Insight, Strategy and the Idea
Three things we know about youths: 1)They love selfies 2)They love music 3)They don’t want to be spammed with information about a product; they want to feel a connection to it. Youths need a reason to purchase, to be part of something bigger with like-minded folks. We created a platform to bring together all youths everywhere. “Bestnya Bersama” (Better Together) featured the hottest local acts. Bands came together to fuse genres to perform a never-heard-before sound. All this however, was just a lead-up to the main event: A massive, mammoth wide-selfie with the musicians and festival-goers!

Media Execution
To promote Bestnya Bersama, we worked with Media Prima Radio Network (MPRN). Everything from the call-to-entry to organizing the event depended on this partnership.

• MPRN gave listeners exclusive passes to Bestnya Bersama through a wide-selfie contest • Announcers hyped the event during drive-time and the music-belt

• Cruisers took wide-selfies with fans, and provided live station crossback

• Social media and content seeding further amplified the event

Results and Effectiveness
The campaign saw over 1,700 youths in attendance Media ROI up 33% above annual commitment. Wide-selfie contest submission surpassed KPI by 300%. 35% increase in social engagement on the Bestnya Bersama site Consumer intent for Galaxy-A series increased by 30% post campaign. Most importantly, we took the wildest wide-selfie ever, and kick-started the wide-selfie trend among young people!