2016




2016 | |

Jazz, Pop, Rock And Reggae, A New Way To Portray Cadbury Flavours!

Advertiser: Mondelez
Brand: Cadbury Dairy Milk
Creative Agency: -
Credits: -

The Challenge
Cadbury has a wide variety of Dairy Milk flavours, ranging from fruits and nuts to black forest but young snackers habitually gravitated towards the familiar, being Cadbury’s dairy milk chocolate. The challenge was to get consumers to open up to other Cadbury variety by demonstrating in media how they taste. Yes, discovering taste by not tasting. How is that even possible?

Insight, Strategy and the Idea
Cadbury’s proposition is to create joy, as chocolate has the ability to transform your mood. The different flavours can create different kinds of joyful moods. Similarly, music has the ability to change your mood and different genres create different kinds of joyful moods. Leveraging on this insight, agency felt that music has the ability to convey Cadbury’s different taste sensations: CHUNKY, CHEWY, SMOOTH and NUTTY. The idea? Musical Sampling

Media Execution
#FlavourBAEK (Good Flavour) with JoeFlizzow was born. We directed consumers to our online video content where they has the option to choose any texture. Upon selection, JoeFlizzow has a music for each:
• SMOOTH – Smooth jazz
• CHUNKY – Rock&Roll
• CHEWY – Mellow reggae
• NUTTY – Upbeat pop

We identified Facebook as a key platform to engage Cadbury fans and reach out to a younger audience. Cadbury Facebook page seeded out all JoeFlizzow video contents. We also created sharable stories about great music video covers by Malaysians talented Youtubers also featuring #FlavourBAEK to extend the association. Throughout, JoeFlizzow updated his own Twitter Account about #FlavourBAEK which we sponsored reaching out beyond JoeFlizzow’s fan base

Results and Effectiveness
CadburyDairyMilk Sales Value grew from 21.2% to 24% in August! GoogleYouTube BrandLift Study showed #FlavourBAEK achieved “Best-in-Class” with an increase of 27.2% in ad recall. A total of 5.2Mil impressions of which 1.4Mil were completed views. Achieving Reach of 79% on digital with exposure of 5.8Mil on Facebook and 3Mil on YouTube.

2016 | |

Turning Simple Cookie Jars Into Duit Raya Icons That Capture Memories

Advertiser: Procter & Gamble Malaysia
Brand: P&G MBCI (Corporate)
Creative Agency: -
Credits: -

The Challenge
P&G deployed cookie jars with writable packaging for personalized greetings, redeemable upon purchase of P&G products to capitalize on the big Raya festive sales push. Our task: trigger a movement of grocery buyers towards redemption of all cookie jars to maximize sales volume.

Insight, Strategy and the Idea
Maaf Zahir dan Batin, seeking of forgiveness, is an important greeting and intention during Raya. For people to publicly engage in something very personal, we needed to build their courage by: 1. Tapping aspirational figures to bravely do the initial greeting: through local Muslim celebrity influencers, and inspire the rest to do the same. 2. Giving our initial wave of celebrity greetings a more uplifting emotional tone: not just saying sorry but thank you to people that matter to them.

Media Execution
We inspired Muslim Malaysians through:
1. Tease: A video of celebrity greetings sponsored on Facebook & Twitter, posted on their own celebrity social media platforms, captioned with #katatakterkata to call consumers to share their own greetings, with a promise of a surprise.
2. Involve: The same celebrities then picked up consumer postings with the hashtag and record another video of themselves reading out and holding the cookie jar with specific consumer messages.
3. Amplify: As submissions poured into social media, another set of influencers were deployed to pick up and pay forward more personalized greetings, further emphasizing the use of the cookie jar as a greeting device. Organically seeded branded promotion posts with the same hashtag made consumers browsing the hashtag feed aware of the movement.

Results and Effectiveness
1. All 64,800 cookie jars fully redeemed.
2. 458,710 video views (66% organic)
3. 3,000 #katatakterkata submissions, averaging 22 persons converted per social update
4. 600,000 likes, comments & shares on all campaign social posts

2016 | |

#CASH IS OLD SKOOL –OUR IEA MODEL CHANGED THE WAY MALAY-NIALS BANK

Advertiser: MAYBANK GROUP
Brand: Maybank Cards
Creative Agency: -
Credits: -

The Challenge
MALAY-NIALS (Young Malays) still preferred to use cash over virtual transactions. We had to convince them to give up on using Cash and encourage transactions through virtual mediums such as online transfer & E-commerce on M2U, Credit & Debit cards.

Insight, Strategy and the Idea
AUDIENCE INSIGHTS MALAY-NIALS are afraid of E-Banking & find it complicated. However, research concluded that they would do anything that is cool & trendy. We fused this insight with other findings that Social Media reached 85% Malay-nials most of which were avid Celeb/blog followers. The agency suggested to create a movement with 36 celebs/influencers who convinced their 1,500,000 followers to change the way they bank. We called the movement #CASHISOLDSKOOL & designed a three-legged IEA (Ignite, Excite and Ascertain) strategy to propagate it on social media.

Media Execution
IGNITE: Celebrities kick-started the movement by provoking thought on social media with unbranded photo-posts of tips to be cool. Cashless transactions was one of the trends “TO BE COOL”. EXCITE: They posted their own pictures using Maybank virtual banking services on Instagram & Facebook. This was followed by status updates & tweets highlighting how Maybank Virtual Banking was “super cool”. ASCERTAIN: All 36 influencers & celebrities took a picture in a Maybank branded T-shirt holding a Maybank Credit/Debit card to demonstrate their total commitment towards the cause. This gave us additional traction and malay-nials started comprehending the pattern, COOL, CASHLESS AND MAYBANK.

Results and Effectiveness
1. Total unique eyeballs reached 14,333,967.
2. ATM cash withdrawals decreased by 12%
3. RM 6,000,000 less transactions of Cash.
4. And 120,000 fewer transactions.
5. 575,000 more transactions on the M2U online platform, an increase of 167%
6. Free Social & Offline PR worth 8,320,138.
7. 5,000,000+ interactions on Social media. 8. Approx. Rm 6,000,000,000 worth of additional revenue.