2016




2016 | |

Mamee Monster brings Monstrous Fun Everyday and up sales by 25%!

Advertiser: Mamee Double Decker
Brand: Mamee Monster
Creative Agency: -
Credits: -

The Challenge
MameeMonster’s sales have been on a decline despite an average category growth of 2%. We needed to get kids to love MameeMonster once more.

Insight, Strategy and the Idea
A kid’s daily routine – Go to school, watch television, take dinner, sleep and repeat. The highlight of their day is cartoon hours at home. Kids have the attention span of a goldfish. They may love you one moment. If they don’t see you, they will quickly move on. To create a lasting friendship, we have to be with them constantly. We applied these insights to build the foundation of our strategy – To make MameeMonster their friend during moments of maximum fun at Home, at Schools, 365 days a year.

Media Execution
With Monstrous Fun Everyday, we took over Malaysia’s No.1 television Cartoon belt – “Bananana” on TV3 & TV9. Bananana’s well loved mascot named “BOSS” and our mascot the big blue MameeMonster interacted and entertained Kids everyday. We achieve breakthrough when the highly visible Bananana Kids belt ID was turned to an animation featuring MameeMonster playing with BOSS. We created fun fillers in between cartoon programme to constantly engage kids. The highly prized 1st commercial slot was preceded by MameeMonster’s slide breaker, reminding them to stay tuned for more MONSTROUS FUN. With the catchy jingle constantly playing in the form of branded promos, kids started singing to “CRUNCH IT, SHAKE IT, MUNCH IT” with MameeMonster and BOSS every time it aired. MameeMonster’s fun time together with kids and the Bananana School Attack Squad was featured on TV. 2,790 on air exposures delivered MONSTROUS FUN the MameeMonster way.

Results and Effectiveness
We captured the hearts of over 3 million Kids. Kids consumed over 3,000 sample packs at our school activation. Owned Social Media properties earned us 89,525 mentions. And for the first time in 3 years, sales grew by 25%.

2016 | |

Coke Zero Surprises Malaysian with Same Great Taste, Zero-Sugar, Zero-Calories Option

Advertiser: Coca-Cola Far East Limited
Brand: Coke Zero
Creative Agency: -
Credits: -

The Challenge
Rising health concerns on sugary drinks has caused Coke’s imagery of “Is an Unhealthy Drink” tracking at 40pts, a huge gap of 24pts vs. 100Plus, which has always been perceived as a healthier choice. The campaign objective was to close the gap with 100Plus by addressing consumers’ unhealthy perceptions.

Insight, Strategy and the Idea
70% of Malaysians are getting more health conscious, however, taste is still a primary driver. Instead of picking up a no-sugar option, consumers would rather cut down on consumption frequency, and eventually dropping off from the brand. CocaCola’s taste was uniquely formulated to provide instant uplift; we had to leverage on this, but offer a healthier option – CokeZero – to arrest volumes and recover unhealthy imagery of Coke. We positioned CokeZero as “same great CocaCola taste, ZERO Sugar, ZERO Calories” – to urge consumers to try, as they now can enjoy the same great-tasting refreshment with ZERO guilt.

Media Execution
A movie screening in partnership with GoldenScreenCinema was organized. upon arrival, all attendees were given CocaCola in its normal red cup. During the screening, a video of concession worker was shown and requested them to remove the regular red cup, unveiling it was actually CokeZERO! The entire crowd reaction & genuine testimonial were all captured, expressed that they couldn’t tell the difference between CokeZERO and normal Coke The footages were re-purposed for wider reach amplification across multi-screens, including cinema halls nationwide, national TV, YouTubePreRolls and spread on multiple social platforms via 8Share community.

Results and Effectiveness
Campaign reached 8.6million consumers. Media event contributed RM524k earned PR value. YouTube delivered 1.7mil completed views. 8Share community garnered 74,798unique visits with only commissioned 6,548 sharers. Coke’s “Is An Unhealthy Drink” metric closed the gap with 100Plus from 24points down to 7points in less than 6 months! Not only that, other all other Imagery and Consumption related metrics had double digit growth!

2016 | |

Clinical Vs Lifestyle Healthcare

Advertiser: KPJ Healthcare Berhad
Brand: KPJ Healthcare
Creative Agency: -
Credits: -

The Challenge
Largely due to restrictions on advertising for healthcare under KKLIU, healthcare awareness communications were limited. When there were, the messages were mostly frightening or boring which disinterested Malaysians further! KPJHealthcareBerhad, though faced with a mountain of obstacles, vowed to overcome this.

Insight, Strategy and the Idea
Scary and boring healthcare messages meant Malaysians stayed away from them, choosing to live in denial on health matters. Leveraging on the celebrity fuelled market in Malaysia, TVC using personalities together with lifestyle shows made healthcare approachable for Malaysians. Within the KKLIU framework, we took a lifestyle approach. We chose: 1) Lifestyle Context; credible personalities (instead of doctors) to champion our messages. 2) Lifestyle Environment: placing our messages in lifestyle affinity sections to reach the masses instead of the all-expected health sections. Six health conscious personalities talking about ten health services Malaysians should know about, together with spots on lifestyle shows, made the communication on healthcare less intimidating and increasing positive interest amongst Malaysians.

Media Execution
We created 10 versions of 40second Public Service Announcements that ran on Astro TV each version covering a specific health need e.g. Orthopaedic, Obesity, Dental, etc. What made this unique was that we perfectly matched our content to the program we placed it in. For example, “Obesity” version featuring Syaniza Hisham (who battled with weight problems herself) was aired during TLC’s “TheFoodSurprise” targeting foodies who had the highest potential of turning obese, whilst “Dental Service” version featuring Daphne Iking (known for her perfect smile) was aired during “TheVoice” showcasing to the consumer the benefits of going for dental check-ups!

Results and Effectiveness
The campaign was a success! More than 3 million Malaysians received reminders of their need for health check-ups. Everyone of them had at least 9 reminders, which led to higher potential of conversion. Overall KPJ achieved an increase of more than 6% in revenue in 2015.