2016




2016 | |

Huawei Best Wei!

Advertiser: Huawei Technologies (Malaysia) Sdn Bhd
Brand: Huawei
Creative Agency: -
Credits: -

The Challenge
“What mobile phone brand comes to mind?” Samsung or iPhone dominates. Huawei suffers from a mere 49% Awareness and 7% Brand Consideration. How do we take Huawei from a global Chinese company to a brand Malays can truly identify with?

Insight, Strategy and the Idea
To Malays, our biggest barrier is Huawei name itself – typical Chinese name that Malays cannot identify with. We need to break the barrier and make Huawei likeable at the same time. We know they are most comfortable and accepting of local content. To speak with them, we need to build local content for them. Further insight tells us the use of local slang resonates with them. Together with MediaPrima, we found a popular local slang – “wei” and built it into our campaign fondly coined “Huawei Best Wei!”

Media Execution
With MediaPrima, we developed original content for Huawei and brought to live through Television. The partnership also gave us access to top Malay celebrities to immediately propel our brand visibility and talkability. We kicked the campaign off on the night of Anugerah Skrin award show. The hosts read their scripts from Huawei tablets, took selfies on stage and on the red carpet with Huawei devices. A storyline driven commercial inspired by drama, love and anticipation over Huawei ‘MateS’ smartphone featured Siti Saleha and Syarul Ridzwan increased desirability for Huawei. A series of ‘Huawei Best Wei!’ branded capsules borrowed familiar Malaysians instances and expressions making this entire narration distinctive. The ‘Huawei Best Wei!’ music score recorded with Bunkface was turned to a music video, enjoyed high airtime and raised a new form of brand interaction.

Results and Effectiveness
Based on Nielsen brand awareness study, we grew:- Brand awareness +33% Brand consideration +100% Purchase intention +26% Advertisement awareness +82% We warmed and won Malaysian hearts wei!

2016 | |

How we got a Western fastfood brand to sell an authentic traditional dish

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

The Challenge
With competitors like McDonalds launching traditional flavours like CoconutGulaMelakaMcFlurry, KFC’s traditional Malay consumer base was eroding (top-of-mind & visits). To counter this, KFC launched the traditional Malay dish of AyamMasakMerah as a Rice Wrap. Our challenge was to convince Malays on authenticism of taste. Who would believe that KFC could create an authentic AyamMasakMerah?

Insight, Strategy and the Idea
In blind taste tests, our AyamMasakMerah was on par with those bought from warungs(stalls) but once revealed, respondents had trouble reconciling the brand KFC with the traditional dish of AyamMasakMerah. Because, Malays know that the best local food isn’t found in fancy restaurants. However they were willing to try new places if they saw a favorable review by an influential foodie. Hence we decided to tap into influential foodies across the country to talk about how authentic tasting our AyamMasakMerah was, all wrapped in a modern format.

Media Execution
We decided to work with Naz from Jalan Jalan Cari Makan because his show draws in 650k in average. Considered to be the ultimate food guide for Malays, a nod from Naz can turn even the remotest warung into a popular dining destination. Having a Jalan Jalan Cari Makan sticker of approval, is the mark of delicious food for any restaurant. In the AyamMasakMerah episode, we got Naz to find the best AyamMasakMerah warungs and compare them to KFC’s version. His mission took him to various gerais, warungs. After traveling the breadth of the country, Naz concluded that KFC’s wrap provided a culinary experience that was just as good! He then gave his sticker of approval to KFC.

Results and Effectiveness
Significant improvement against Malays with a massive 40% increase / 10 points jump in top-of-mind, our highest in 3 quarters, contributed by young working Malays. Volumetric visitation increased by 3%, migrating from once per month to twice a month!

2016 | |

We found TV’s secret sauce to drive site visits for Lazada

Advertiser: Lazada
Brand: Lazada
Creative Agency: -
Credits: -

The Challenge
Lazada’s was looking for new channels to growth their site visits, and with new entrants challenging its leadership position, they were ready to try something new. At the end of 2014, we were seeing an average daily visits of 258k (web only – Q4’14). Post the Series F round of funding, Lazada tasked us to identify a marketing strategy to drive visits to the site and complement Lazada’s mobile first strategy.

Insight, Strategy and the Idea
Rather than using rating points to allocate their TV spend, Lazada wanted to ascertain which spots were directly effecting visits to the site. To do this they attributed growth in visits to TV directly. And we broke down traffic contributions out down to the level of each TV spot. We saw exactly which spots were performing higher. So we embarked upon an extensive analysis of channels, time, content and genre of each and every spot advertised in the last 2 years.

Media Execution
We saw that while our CPRP had dropped 6.2%, the costs incurred to bring in each new one thousand visitors had actually gone up 2.6x (RM 207) over the last 2 years. This gave birth to a new measure of TV advertising, Cost Per (‘000) Visits Increased or CPVI. CPVI is an ever-evolving measure we created rooted in Lazada’s incoming traffic which allows us to add on learnings as we go. So, we started optimizing TV based on CPVI and doing our post-buys not with GRPs or CPRP’s but with real business results.

Results and Effectiveness
Having found the secret sauce to TV planning to drive visitation, we optimized our new-found measure CPVI down by 68% to just RM 66/- That translated to 180% growth in Avg. Daily Visitors (Q4’15) while Avg. Monthly Total Visits increased 181% (from 7.9mil to 14.3mil). Lazada’s GMV mobile share of GMV went

2016 | |

Lights, Camera, Perfecto time!

Advertiser: Mamee Double Decker
Brand: Perfecto Popcorn
Creative Agency: -
Credits: -

The Challenge
Popcorn is the snack of choice at Movies, not at Home. Home snacking is dominated by the predictable corn snacks and chocolates. PerfectoPopcorn, a new snack brand, has ambitious targets. We have to shake things up in the snacks category and build share of mind for popcorn outside of the cinema hall.

Insight, Strategy and the Idea
We love our movies. Today, movies are watched everywhere and anytime. It is so competitive for movie channels and stations that close to 20% of our airtime is allocated to movies. As viewers, sitting through a two hour show will not be complete without something to munch on. Having been brought up on popcorn at the movies, our strategy was simple. To penetrate into Malaysian homes, why not focus and OWN the home movie viewing occasion. Half of our task is already achieved as Movies = Popcorn. What we need to ingrain is Home Movies = PerfectoPopcorn. ‘Movies Never Tasted So Good’ campaign was anchored on major movie channels.

Media Execution
We tied up with Fox Movie Channel and Astro Malay channels. The primetime movie belt sponsorship across FoxMoviePremium, Prima, Ria, Mustika & Citra gave us immediate prominence. Mouth watering PerfectoPopcorn danced on our TV screen in the form of programme promos, TVC, prominent Opening and Closing positions during the movie belt built strong associations with big movie titles. With FoxEntertainment, we extended brand enjoyment by giving free tickets to watch blockbusters at the cinema halls to lucky winners.

Results and Effectiveness
As the new kid on the block, PerfectoPopcorn made a strong debut and delivered results. For the first three months, we experienced 400% increase in volume, each month! In less than 7 months, we closed the year with 76% above our original sales target. And with 2 more new flavours in the pipeline, movie nights has never tasted so good!

2016 | |

Pausing the (Jurassic) World with La Cremeria

Advertiser: Nestle Products Sdn Bhd
Brand: La Cremeria
Creative Agency: -
Credits: -

The Challenge
Long-standing brands Like Wall’s Magnum and HaagenDaaz have dominated the premium ice-cream market. Nestle’s new LaCremeria sticks need to challenge these big guns and position itself as a premium ice-cream to win the hearts of urban working women.

Insight, Strategy and the Idea
Urban working women are busy and stressed at work. Having “me time” or “a pause from work” is a premium luxury they enjoy. From this insight, “The World Can Wait” propositions was designed to convey to the TA that they deserve their “me time” and “pause” with the luxurious indulgence of LaCremeria, We needed an environment to deliver ‘the world can wait’ message. What could have been better than cinema which commands a captive and engaged audience within 4 walls! Our idea was to create disruption and get the buzz going for the launch. We decided to pause a movie to bring ‘the world can wait’ alive and give the viewers that pause to enjoy La Cremeria.

Media Execution
This was the first in market innovation to launch LaCremeria’s “The World Can Wait” proposition in a premium style that appeals to upmarket audience. We selected the most anticipated movie of the month (June-Jurassic World) in order to make this innovation more impactful and disruptive. This was executed on premier day of ‘Jurassic World’ at GSC cinemas as we paused the movie after a few minutes with the message, “Jurassic World Can Wait”, while they indulge themselves with LaCremeria sticks. A 4-week cinema screening and sampling activation at 10 cinemas with the highest footfall supported consequent product trial.

Results and Effectiveness
1.Media launch was covered by major newspapers & news/fashion/lifestyle websites creating Buzz worth over RM 1 Mil

2.LaCremeria Sticks achieved 82% awareness against 70% target 3.Brand trial remained at high 62% during launch campaign 4.55% of users did repeat purchase making it a successful product launch