2016

The Challenge
Visitor numbers to Genting have been down since the outdoor theme park closed and competitors in Johor and Singapore surfaced. A massive revamp and renovation of the resort was planned, but would only be ready late-2016. Music was a way to maintain visitor numbers, but how would Genting’s passé image be combated?

Insight, Strategy and the Idea
The answer was nostalgia. David Foster and Friends were performing for one night only at the Arena of Stars. They were not trendy, but had a strong following among an older audience with more disposable income. To turn the con into a pro, we sought to remind audiences of how important David Foster songs were in the soundtrack of their life. There is a David Foster song for every life milestone – a crush, true love or heartbreak. Using radio as a medium, we would remind everyone how they (secretly) loved his songs, tempting them up to Genting to hear them live.

Media Execution
Like a song, the campaign would unfold in stages. First, the introduction. Or re-introduction, in this case, where radio partner Lite FM inserted David Foster songs into playlists, increasing familiarity and affinity. Then the verse, spotlighting David Foster through a special radio segment broadcast over peak weekend driving periods, inviting audiences to Genting. The chorus kicks in, and David Foster himself participated in a fan session and interviews, previewing the concert. Finally, the climax – the concert itself, accompanied by another special radio segment and ticket giveaways.

Results and Effectiveness
All seats at the Arena of Stars were sold and occupied, even at premium prices. Total concert gross is estimated at RM4 million, with more than 4,500 tickets made available. The music was reviewed well and, crucially, music ensured the concertgoers stayed on – on the weekend of the concert, room bookings in Genting surged.

The Challenge
Snack category advertisers are always competing on price and promotions. How can MisterPotato, the leader in potato snacks create a real differentiation?

Insight, Strategy and the Idea
Negativity surrounded all of us from GST to political turmoil. As the Consumer Confidence Index dropped below 100 points, no wonder we frowned more and laughed less. As the leader of snack foods and a proud Malaysian brand, we want to do our part and bring laughter back. To our Malay customers, slapstick comedy offers momentary reprieve from the realities surrounding us. We put MisterPotato at the center of slapstick comedy to standout; make it consistent and big to truly own it. With our entire A&P budget, we conceptualized “Lawak bersama MISTERPOTATO”, powered by comedians to create fully customized Laugh Out Loud content.

Media Execution
For 2 months, we put LOL content on radio with more than 780 spots. The content was crafted by top local comedians as we tasked the services of ZERO (a winner of Maharaja Lawak Mega 2014) and highly popular DJs cum comedians – Hanif and Ray from Era.fm to bring back smiles. With Hanif and Ray, we took over the popular “Fon Rawak” segment and made prank callers with MisterPotato. Exclusive interviews were also conducted to promote the Lawak Tour. On ground, MisterPotato’s Lawak Tour together with our comedians and Skuad Era surprised our customers at popular Malay eateries. They entertained and got our customers involved in their comedy pieces. Everyone had a very good laugh, spirits were lifted, smiles returned.

Results and Effectiveness
Facebook reach increased 21,678% and total engagement increased 11,235%. LOL videos garnered over 400,000 views and 26,000 engagements on Digital earning more than RM259,000 worth of Earned media. With bellies full of laughter, MisterPotato’s market share skyrocketed to 41% (4% above their target of 37%). Average monthly sales increased to RM9mil, 108% above target.

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!

The Challenge
PETRONAS pioneered Merdeka TVCs, but recently other brands had copied its formula on TV and YouTube. How could we create differentiation?

Insight, Strategy and the Idea
MEDIA INSIGHT: Radio has the highest reach (94%). Because it’s not used by other brands at this time, and allows audience participation, it’s the perfect platform to dominate during Merdeka. MEDIA STRATEGY: We identified and partnered with highest listenership stations, Hitz and Era, to launch the first ever real-time radio reality show, co-creating content with their listeners. IDEA: We invited ordinary Malaysians to give our hero, named MerdekaMan, a ride as he hitch-hiked across Malaysia capturing stories. MerdekaMan’s mission: to travel throughout Malaysia seeking what Merdeka means to ordinary Malaysians. He would hitchhike nationwide within 14 days, and his location would be broadcast on radio, so that listeners could find him and give him a ride. He would chat with motorists, capture their stories and post those on web and social media

Media Execution
MerdekaMan did hourly call-ins on both stations throughout the day to inform listeners on his whereabouts. He appeared on radio in morning and evening drive time, announcing his location and asking for a ride to the next town. In return he gave petrol gift cards and merchandise. Live reads, call ins, promo spots, announcer interactions, coupled with online location tracker told his unfolding story. Radio stations’ social media assets provided exciting updates in real-time.

Results and Effectiveness
First ever real time reality show on radio, successfully differentiated the brand Reached 6 million Malaysian radio listeners (72 million impressions) across 14 days Received 192 callbacks, 80 rides from ordinary Malaysians Over 3.4 million people reached on radio stations’ social assets, average of 900 organic likes per post. Generated 20 video stories and 140 real-time journey clips, 2 videos posted daily, overall generated 2 million views (impressions) Brand recall rose 7% (YoY), top of mind scores exceeded competitors