2016




2016 | |

How TM gamified a TVC to help those in need

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

The Challenge
Hari Raya is one of Malaysia’s largest festive periods and everyone advertises during it. Including our client, TM who had a generic Raya TVC. Our task was to cut through the clutter of feel-good raya films and get 1 million views on digital platforms.

Insight, Strategy and the Idea
The fasting month encourages Muslims to be generous in donating and performing good acts. Furthermore, Malaysians are generous, ranking 7th most generous in the world. Our strategy was to leverage on this generosity by providing them an opportunity to help the less fortunate. Instead of ‘story tell’ we wanted viewers to ‘story do’. So we gamified the TVC, where every interaction leads to a donation by TM to charity, calling it #Pakcik Misteri after the character in the TVC.

Media Execution
First we split the TVC into 4 segments, gamifying each segment to compel viewers to click and continue watching in the interest of charity e.g. in the dark alley scene, users had to click the light bulb to light it up. Accumulated clicks were than translated into real money that TM would donate. We worked together with ‘Suspended Meals Malaysia’ to sponsor meals for the needy, seeding #PakcikMisteri as the kind stranger who did it. To spread word, we used organic & paid content, dark network social channels, Influencers and ran a social contest.

Results and Effectiveness
We gained 1.26 million views and 9.3 million clicks resulting in TM donating RM30,000 to charity. Our social page saw organic growth of 2000 fans with the campaign reaching to 8.5M Malaysians. Talkability around the brand saw PTAT grow to 76,000 with the campaign driving 2300 submissions for the social contest. Our paid content social seeding strategy (dark networks and influencers) resulted in 4.8mil Reach and 21,207 Engagement Suspended Meals Malaysia Activation Social Seeding resulted in 79,120 reach (avg. 13k/post) and 368 engagement (avg. 61/post)

2016 | |

How Far will you Travel the World for a Hug?

Advertiser: AirAsia Berhad
Brand: AirAsia
Creative Agency: -
Credits: -

The Challenge
45,000 Malaysians are diagnosed with cancer every year, including children. Children whose future is uncertain and whose desire to see the world is put on hold. The latter had reached AirAsia, and AirAsia began to challenge itself on how to become an ambassador of hope for children with cancer. We were tasked to make AirAsia a known advocate.

Insight, Strategy and the Idea
Cancer patients dream big, and their conditions make them want to achieve more while they (still) can. This inspired AirAsia to help in a big way, and it scouted for a media platform for this advocacy. TravellingBeruang began as a TV3 telemovie idea inspired by AdikMime, a young child with big dreams diagnosed with cancer. Upon learning, AirAsia knew it had its opportunity. How did AirAsia capitalize on TravelingBeruang? By “transporting” AdikMime. Because she’s not permitted to fly, she instead sent her bear to travel and meet cancer patients in other countries.

Media Execution
AirAsia identified actor Ungku to carry the bear on behalf of AdikMime, as he had previously met AdikMime during his character research. Moreover, Ungku has vast following on social media with public and artists alike. This was critical because his multi-country journey was documented on social media. Fellow artists who saw him were inspired, and this created a ripple effect that amplified the advocacy beyond what was initially hoped for. Everywhere Ungku goes, Malaysians have bear-fies (bear selfies) with the caption #travellingberuang.

Results and Effectiveness
Millions were moved. Ungku’s influence touched celebrities like FaraFauzana, ElfiraLoy, ShukriYahaya, AzrelIsmail, FizaSabjahan, IzreenAzminda, JannaNick, and NazimOthman who volunteered and encouraged their followers. #travellingberuang was used approximately 17,000 times on Instagram and accumulated over 340,000 Tweets. Facebook reached 1,000,000 – all impressive social media numbers. Lastly, the campaign accomplished the dream of a child to “travel”, “see”, and “touch” the world, and everybody knew it was through AirAsia.

2016 | |

We made Ur Dream.. Come To Ur Doorstep..Right at Mid Night

Advertiser: Celcom Axiata Berhad
Brand: Celcom First Postpaid
Creative Agency: -
Credits: -

The Challenge
To cut through the simultaneous launch of iPhone 6S plans by all Telcos we had to establish a distinctive foothold for First by Celcom

Insight, Strategy and the Idea
We knew that Apple only allows the Telcos to give away the devices after midnight past the launch. We brainstormed to reinvent this fact in light of the below insights:
1. Malaysians love surprises – special treatment can win their hearts.
2. Celebrities are the biggest influencers for the mass Malaysians.
Once we put this observation and the insight in tandem, we knew we have found our strategy – ‘To surprise the subscribers with a hand delivery as soon as the clock hits the 12am mark’ This gave us an opportunity to do something which no other telco has tried before.

Media Execution
To turn this into a fairy-tale experience for our subscribers we partnered up with Shaheizy Sam, Awal Ashaari, Scha Al-Yahya, Yasmin Hani, Amber Chia, Ella Aminuddin, Jack Lim and Soo Wincci. These celebrities went into different locations selected at random to personally deliver the latest iPhone 6S devices to the customers.
• Video: This entire activity was captured into a video which was shared across platforms like Facebook, Twitter and Forums organically.
• Social Media: All these celebrities used their own social platforms to promote #GetItFirst. They kept their followers engrossed with their live updates throughout the deliveries.
• Event Coverage: This activity was covered by Soyacincau, TechNave, TechAttack, Rotikaya and Lowyat.
• Press coverage: Soon after Press picked up the story & published independent coverage the activity.

Results and Effectiveness
1. Record number of iPhone6S sold by Celcom
2. 56 customers got surprised at their doorsteps
3. 878,999 social interactions for this short campaign
4. 2,990,119 worth of publicity
5. Brand that comes up by with great idea went up by 39% 6. Target overachieved by 129%

2016 | |

How AIA got the whole country talking about health

Advertiser: AIA
Brand: AIA
Creative Agency: -
Credits: -

The Challenge
Most Malaysians only think about buying health insurance when it’s too late. And even then, they’ll decide on the first company that comes to mind. AIA Malaysia wants to capture this market and drive sales.

Insight, Strategy and the Idea
In 2014, a study revealed a serious message – 50% of Malaysian adults are seriously unhealthy. Health insurance should have a natural take up but most Malaysians are too preoccupied taking care of their family to worry about their own health. AIA’s task was ginormous: Promoting statistics or using a celebrity endorser would make the message seem not genuine. When it comes to hearing such a message, we needed a person they trust most. If you were a parent, that person would be your own child; someone who genuinely cares for your personal well-being. Our strategy – recruit kids to drive realization among adults. We knew if the kids succeeded in helping their parents see their personal state of health, AIA could start conversations that lead to health insurance. Then by placing the content on social – it would grow conversations with potential insurance buyers. With that, we launched AIA’s Health Report Card.

Media Execution
We released the 2min video on Youtube. Viewers saw parents being handed a report card then discovering the results were their own. Because the kids were not ‘acting’ their actions touched the hearts of Malaysians. Using Facebook, we promoted the health test inviting parents, siblings and even co-workers to rate someone else’s health and share it publicly on their social page. We selected heartfelt messages from loved ones and shared it – creating more conversations on AIA’s social page.

Results and Effectiveness
Sales for AIA’s medical insurance increased by 42.2%. 26,000 Malaysians took the test, generating 120,000 health conversations (engagements), overachieving planned targets by 420% The video got 1.44mil views, 21.3% view rate, 6 points higher than the financial category

2016 | |

Turning 60 phones into 6,000 minutes of conversations.

Advertiser: Samsung
Brand: Galaxy S6
Creative Agency: -
Credits: -

The Challenge
Samsung Unpacked is a global annual event when the latest phones are announced. Interest peaks during this period, and from past years’ experience, fizzles out by the time the local market launches the same product. We needed to create talking points for Samsung and its consumers to sustain momentum until the local launch.

Insight, Strategy and the Idea
In today’s tech world, people get bored easily, then they get better at ignoring you. We needed to inject some fun and keep people talking about us. Our idea – Put the new GalaxyS6 in peoples’ hands before it was available in Malaysia. Generosity turns strangers into friends, then into customers, and finally into spokespersons. It re-ignites people’s attention. Sharing the S6 with Malaysian consumers first lets them see it, feel it, experience it, and ultimately tell others about it.

Media Execution
We created the first nationwide treasure hunt for premium mobile phones. On social, we released cryptic clues on that there was 60 units held by a Mr.S6 anywhere in Malaysia. All participants had to do was follow the clues using #IwantmyGalaxyS6 and find him physically. Clues on Mr.S6’s whereabouts were released in real time, every hour. We created an event page on Facebook and kept fans’ attention spans locked in for days awaiting announcement of the next location. Using Facebook ads, we geo-targeted users when they tagged their location. We responded by teasing users and hinting their distance to Mr. S6! Social influencers joined the hunt and rallied their followers. Radio DJs from Era and Hitz FM radio further amplified the excitement on social.

Results and Effectiveness
The social sphere was buzzing with Galaxy S6 messages. Samsung maintained its no 1 position as most talked about premium mobile brand with search volumes increasing by +120%. Throughout the campaign period, we generated 6,000 minutes of non-stop with over 6,206 participants to the physical hunt.