2016

The Challenge
Saji products’ (Cooking oil, Margarine, sauces) were facing a tough consideration issue vs established brands in the market. We needed a platform to create a strong association of Saji with the Malay housewives during the month of Ramadan.

Insight, Strategy and the Idea
During the fasting month of Ramadan, one of the biggest stresses Malay housewives faced is providing a variety and fulfilling meals to the family during buka puasa (break fast), everyday, for 30 days of the month! We integrated Saji products into Ketuk Ketuk Ramadan (KKR), Malaysia’s highest watched cooking show. Leveraging on the celebrity host’s (Shiela Rusley) influence power, she created different ramadhan dishes featuring our products demonstrating the versatility of Saji products. Invited guest celebrities on the show further lends credibility to product testimonials when they smell the food (its fasting month).

Media Execution
Saji products were at the centre of the Ramadan cooking using a 3 prong I.T.S. strategy to connect with our Malay housewives. 1) Integrate: The humorous light-hearted conversations by Shiela drove a sense of stress-relief for the viewer and brand mentions and product propositions were tastefully induced into these conversations. 2) Teach: Shiela was positioned as an advocate of Saji as she advices and communicates the product benefits and ways of usage to the guest celebrities present on the show. 3) Showcase: The range of products were tastefully integrated across the cooking table, the centre piece of the kitchen area

Results and Effectiveness
• Saji product sales hit +20% growth

• 76% of Malay housewives who watched KKR intent to purchase Saji.

• Brand association as an essential product range during Ramadan improved to 65%

• 206,000 housewives were reached by the program

• Over a 100,000 housewives followed the show on social media, where Saji product recipes were integrated

The Challenge
Panasonic sought to build the young married couples segment, to position as the complete electrical appliance solutions provider for new homes.

Insight, Strategy and the Idea
From the diary of a young Malay lady. Dear Diary… “When I marry the love of my life, I want to be the most beautiful bride, dressed in a beautiful gown with a wonderful wedding reception. My mom tells me a happy husband means a happy marriage. The household must be in order. Cook his favourite food – the sure way to his heart.” Every girl dreams of romance, a wedding fit for a Princess and to live happily ever after. Research validates that once they accept us early into their lives it will be a long lasting relationship. We made dreams come true on Astro’s reality wedding “Pelamin Fantasia” where the winning couple gets the perfect wedding!

Media Execution
Using Panasonic’s “A Better Life, A Better World” as our guiding principle, we crafted 13 episodes and followed the bittersweet love stories of 10 real life couples as they took on challenges they would eventually face once married. Challenges required them to use Panasonic appliances. Panasonic’s ambassador Chef Fazley, guided couples how to prepare meals using kitchen appliances to make quick but delicious meals. Ironing or vacuuming chores became easy, all performed in air conditioned comfort. PanasonicBeauty products made the girls look their best for the photo shoot, with every precious moment captured on PanasonicLumix camera. Love and drama exuded from every episode. Panasonic made the deserved winner’s dream come true with a lavish wedding witnessed LIVE on RIA and Maya.

Results and Effectiveness
Pelamin Fantasia topped its belt with 3.7 million viewers with an extra 1.14 million glued to the LIVE grand wedding. Brand Preference and Consideration increased 45% and 40%. Sales increased 103% Love has moved products from showrooms into happy homes.

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. This 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. 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 sent her bear to travel and meet cancer patients in other countries. In line with AirAsia’s proposition “We’ll Take You There”, we committed to fulfill AdikMime’s dreams of flying.

Media Execution
AirAsia needed immediate buzz, thus, it identified celebrity Ungku to carry the bear on her behalf. Ungku then traveled to 6 countries. His entire journey documented in the 2-min capsules and likewise updated in www.travellingberuang.com.my. Not a touching moment was lost for the world to see. Fellow artists who saw Ungku were inspired, and this created a ripple effect that amplified the advocacy. Everywhere Ungku goes, Malaysians have bear-fies (bear selfies) with the caption #travellingberuang.

Results and Effectiveness
Millions were moved. #travellingberuang was used 17,000 times on Instagram, accumulated over 340,000 Tweets, and Facebook reached 1,000,000 – impressive social media numbers. TravellingBeruang was spotted across 20 countries such as India, Egypt, UK, Turkey, France, Indochina and Korea, extending the awareness for children’s cancer to a much wider audience. Lastly, AirAsia managed to enable and amplify the CSR project while achieving higher brand affinity amongst Malaysians, touching the lives of many.

The Challenge
988 is an established radio station but its listener base is ageing. How can agency help 988 increase its listenership and not blow a hole in the pocket?

Insight, Strategy and the Idea
To gain audience share, radio stations would normally focus on promoting their DJs. But do our listeners really care? Young Chinese white collar adults have come of age. They are now more curious and involved in sociopolitical developments in the country. Coincidentally this is 988’s strength. 988 is respected for its dialogue sessions of hot topics heard on its Topline News slot. How can we bring this slot to a larger audience and then redirect them back to 988? We found our solution with Cari.com, a Chinese website which aims to be the voice for Malaysia and has
more monthly audience than 988. On Cari.com, our ToplineNews segment was given a second life.

Media Execution
For the first time, we took over Cari.com’s main page video and turned the slot into 988 ToplineNews. Every morning, 988 ToplineNews was heard from 7.30-8.00am. After the live broadcast, the highlights from the audio file would be used in a 3 minute video, where audio is supplemented by images. Cari.com’s team would put together daily, a video of the day on hot topics such as Cabinet Reshuffle, the weak Ringgit, Sandakan ransom, IS Attack, etc. Apart from clearly crediting 988 for the information, the video file is linked to 988’s website. With this, we encouraged listeners to tune in to both the on air and online versions of 988. Online banners and on air mentions supported the campaign.

Results and Effectiveness
On air Audio meets Online Visual was our match made in heaven. At only RM20,000 for two months, we helped increase listenership by 29%. Online listenership grew by 11% Acquisition cost = RM0.50 per listener.

The Challenge
During Ramadan, the fast food category is one of the most cluttered as advertisers aggressively promote their ‘Limited Time Offers’ to gain share of stomach during breaking of fast. Pizza Hut, a fast food brand, needs an innovative strategy that cuts through the clutter and grabs the eyeballs of hungry stomachs.

Insight, Strategy and the Idea
Research revealed YouTube to be the most engaging platform during Ramadan. YouTube’s advertising reach however depends on what you are able to pay. To be cost-efficient, we strategized a partnership with ‘Jom Bazaar!’, Malaysia’s first YouTube supported Ramadan portal that serves online content solutions ranging from recipes to fashion, tips and more. This strategic partnership amplified our offer as we were able to leverage on the traffic attracted by various advertisers who partnered with Jom Bazaar, resulting in more eyeballs for Pizza Hut.

Media Execution
To stand out from the clutter, we negotiated for Pizza Hut to be the sole partner under the “Food Delivery” category. Through this exclusive partnership, Pizza Hut enjoyed an “Order Now” button prominently displayed on its storefront page in Jom Bazaar. This increased views for Pizza Hut in addition to giving Pizza Hut a “fast advantage” because it was one step less for hungry consumers to quickly order from Pizza Hut, thus decreasing drop off rates. We also placed banner buys in various top premium Malay sites to drive consumers to Pizza Hut’s storefront on Jom Bazaar. To catch those searching Google, we had multiple keywords and ad copy to drive even more eyeballs of hungry stomachs to our storefront.

Results and Effectiveness
• Pizza Hut Delivery recorded a whopping 31% increase in sales versus the same period last year.

• Users spent 101% more time on the Pizza Hut’s brand page as opposed to other advertisers brand page.