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The Challenge
We had no qualms about the awareness of Captain America: Civil War. We wanted to bring the launch to greater heights – where we gave Malaysians a way to participate in this global release.

Insight, Strategy and the Idea
Without a doubt, our Millennials are often glued to their mobile devices and active on social media. However, as most them are passive trend-followers, this also means that they are easily influenced by the next big thing (Source: Proprietary research tool). We also studied that OOH is one of the highest medium to reach Millennials. The strategy was to be the first agency in Malaysia to create a digital trend via digital screens to give our audience a voice to choose their team – #teamcap or #teamironman through User Generated Content (UGC) that tied into the campaign’s strapline: Choose Your Side. We want to give Malaysians an opportunity to be part of this Great Battle between Good vs Good by bringing the story to life

Media Execution
We combined communications, media, UGC and livestream technology into a single activation where UGC is the tool collecting our voting poll. Strong messaging of “Choose Your Side” and the two hashtags were included in all digital screens. We rode on social platforms as voting platforms where all votes were gathered and livestream results of each team on the movie website and OOH digital screens.

Results and Effectiveness
Malaysians rode the wave, and chose their side! • Achieve almost 9,000 votes during the campaign period where we have only call for votes via OOH, the highest in the region The awareness created for the movie put Captain America: Civil War #1 in the Malaysian Box Office in Y2016 (beating Superman vs Batman!). Last but not least, in this Great Battle between Good vs Good, we created a story for Malaysians as they stood united behind #teamcap

The Challenges
Research found that in-flight meals were rated most poorly in the entire travelling experience. Our goal is increase AirAsia’s in-flight F&B take up rate by 8%; from 35% to 38% and total F&B revenue by 5% within a year. How do we change the passengers’ perception of inflight meals offering and increase AirAsia’s inflight F&B revenue with a tight budget, in just 2-weeks?

Insight, Strategy and the Idea
We found out that Urbanites associate food trucks with hot, delicious, unique and highly localized delights. Building on this insight we created a first of its kind unique culinary Santan’s sky menu, on-ground. We introduced Santan on Wheels – An AirAsia branded food truck that stops, cooks up a medley of taste, tantalizes your taste buds and leaves you craving for more. With a tight budget and duration in hand, we needed to find the best locations that would give us 1000x the reach – in short, 1,500 who can reach 1.5 million people.

Media Execution
We took the branded food truck to major publishers and gave them a taste of Santan in hoping they will be our genuine advocacy to share their experiences on our scrumptious offering nationwide via their personal and official social media channels, online articles, press write-ups and even TV coverage. We also appointed Chef Calvin Soo as the Wheels Ambassador who shared his experience in developing the wide range of hot meals to the delight of flyers, 36,000 feet above the sky. Event attendees were also given the chance to win 1,000,000 AirAsia BIG Points when they share their experience on social media with #AirAsiaSantanCombo.

Results and Effectiveness
• Achieved twice our target whereby Santan’s take up rate increased by 17%.
• Increased in-flight F&B revenue by +6.8%, surpassing our target of +5%.
• With zero-media budget, we reached 22.358 million people via official channels. Source: AirAsia’s Inflight F&B Sales Report

The Challenges
HondaJazz wanted to target millennials who are fun, adventurous, trendy and constantly active on social media. Automotive ads usually lack reality, humor and engagement as standard car TVCs don’t “WOW” them. This on top of online ads that are increasingly becoming blindspots pose as challenges.

Insight, Strategy and the Idea
According to surveys Malaysians prefer watching online content daily on their mobile devices over normal broadcast TV. Based on the changing media consumption habits of millennials, the format of commercials has shifted towards brands collaborating with online platforms through social content. Our strategy was to identify a social platform that had a knack for turning brand campaigns into content that captured the short attention span of millennials. Taking after its global counterpart, MGAG rapidly became one of Malaysia’s leading organic content platforms to reach and engage with millennials. Their aesthetic was to create slapstick humorous content which millennials could relate to on the daily. We also wanted to snatch the opportunity as the first automotive brand to be featured on the platform.

Media Execution
A video showing a scenario where the tables were turned and if women had to observe their men shopping for a car. To keep viewers hooked, we injected famous local punchlines and men adopting female shopping behaviors as ways of indirectly delivering the car USPs. In short, we wanted to highlight the various USPs of the HondaJazz without hard selling the product. The video was published on MGAG’s platforms.

Results and Effectiveness
With only RM23,000 and within a weeks’ time we managed to reach 5,188,449 people and got over 1,736,324 views and 43,230 engagements. Today, the numbers have tripled since and viewers interact in the comments, acknowledging the humorous content of the video and the HondaJazz. Our video exceeded MGAG’s benchmark by 80 times and is currently one of the top videos on MGAG’s Facebook.

The Challenges
AirAsia wanted to maximize profitability of the less-travelled routes; Kaohsiung, Colombo, Da Nang, Kochi and Changsha. The key challenge was that there are unlimited choices of destinations and these places were unpopular amongst young travelers.

Insight, Strategy and the Idea
Youths are hungry for new experiences and they have limited time. They see ‘long weekend breaks’ as an opportunity to break from their daily routine and to travel. They refer to social media to find inspiration to plan the perfect getaway. Not only that, 50% of them trust the advice of an Opinion Leader when purchasing a product or service. Using this insight, we created the ‘48 hours’ project – a first of its kind online travel guide catered to young travelers in planning the perfect short getaway. The show was hosted by popular influencer; Jenn Chia who has a strong following of 111,000 fans, 60% of which are between 15-34 years.

Media Execution
We filmed Jenn’s inspirational journeys into 5 webisodes – one for each destination. Snippets of the videos were posted on AirAsia’s, Jenn Chia’s and supporting influencers’ pages to tease followers and create anticipation of the full videos. The teasers were further amplified via ChurpChurp’s social sharing community where we leveraged on more than 200,000 users predominantly age 18-34 years old to viral out content images. We also tapped into other influencers within her network for amplification and used FlyFM to reach 300,000 millennial listeners. Live interviews and commercials ran on-air to increase the exposure of the campaign.

Results and Effectiveness
• Achieved 1.4 million impressions & 300,000 views with only RM9k.
• High view through rate of 47% for all 5 videos against industry benchmark of 20% (verified by Google).
• Total reach of 1.7 million impressions from social sharing platforms. Business metrics for the 5 destinations:
• 30% increase in seat sales during promotional month.
• 46% increase in revenue.

Objective & Challenge
• Tiger is famous for regularly hosting largescale street food festivals, complete with games and activities, live performances, and of course a great selection of street food to savour alongside icecold Tiger Beer.
• These activities strengthen brand affinity amongst target consumers, build top of mind awareness and brand equity by associating Tiger and street food (think street food, think Tiger).
• But at the end of 2020, the third wave of Covid19 cases surged in Malaysia, resulting in a strict new lockdown.
• Tiger wanted to inspire people to find special new moments despite sheltering in place. At a time of polarisation and unprecedented anxieties, Tiger wanted to bring Malaysians together.
• The challenge was to move the street food experience beyond endless live streaming towards data and techenabled experiences that mimicked extraordinary local streetfood atmosphere online
• Tiger’s target consumers were aspirational new progressive male and female drinkers aged 22 to 29 years old, who bought beer at least once a year

Insight & Strategy
• There had been plenty of online ‘events’ and festivals in the past 9 months, but livestreamed video content alone isn’t particularly engaging or novel any more. There were also many food delivery services, so we had to offer more than just a way to order food online while watching some videos.
• A food festival is about so much more than just the food. That’s what brings you there, but it’s the overall experience that people were missing the most. Walking around, checking out what various vendors have to offer, playing games and joining in on activities – and even watching live performances.
• So in addition to making sure we had a huge selection of great, authentic street food from some of the best vendors Malaysia has to offer (more than 80 across the four weekends of the festival), we really focused on replicating everything else about the experience, in a fullyimmersive 3D world.
• Therefore, Tiger wanted to bring back the excitement of street food in this ‘new normal’ by using technology and creativity to design new and accessible street food experiences via digital platforms.
• We spent around 5 months creating this from the ground up – nobody had done something like this before. We didn’t even know if it would be possible when we started. But everybody working on it really believed in the idea, and that’s what kept us going. It’s really all down to the hard work and late nights of everyone involved that we were able to make this happen.
• Unlike most virtual festivals that ran as livestreamed content, the Tiger Street Food Virtual Festival was planned as a fullyimmersive and engaging online experience; the first of its kind anywhere in the world.
• Next generation personalisation paved the way for a world of virtual street festival experiences where every consumer could be served dynamic, engaging content and Uncover the Extraordinary
• Users would be able to walk the 3D streets as their own customized avatar, interacting with others, playing games and visiting vendors, before ordering street food directly to their door through our official delivery partner – DeliverEat

Execution
• Different platforms were used throughout the three phases leading up to the festival month.
• Awareness: Launched conversations on the virtual street food festival and encouraged preregistration. Celebrity KOLs like Lizz Chloe and Harvinth Skin were hired as festival characters (NPC) to drive traffic, engagement, and Word of Mouth.
• KL Foodie, our food content partner, transformed into an animated character to show audiences the hidden gems and crowd favorites at the food festival.
• It was crucial to publish great content that resonated with audiences. Content angles around food and virtual festival were tested beforehand to determine which ones enjoyed higher affinity amongst younger and older audiences via social and programmatic buy.
• Creatives and content were developed based on the winning angle to during the official festival launch
• 12 days before the official launch of the virtual festival, we hosted an exclusive virtual event allowing media and KOL’s to preview the virtual experience • Event: A full page full color double page spread was published on The Star and The Sun to ensure the launch came in loud. Besides food, beer and games, the fully immersive experience was complete with an exclusive live performance by Malaysian hiphop artist NAMEWEE beaming all the way from Taiwan and only available for viewing within the festival. • Promotion: The campaign leveraged high reach media such as social channels and newspapers to drive sales and traffic to TraditionalOnTrade outlets.
https://thecitylist.my/blog/tigerbeerlaunchesfirstofitskindmalaysianstreetfoodvirtualfestival https://funntaste.com/tigers1stevervirtualstreetfoodfestival/
https://www.thedrum.com/news/2020/11/03/tigerbeerintroducesvirtualstreetfoodfiestasatisfymalaysianscravings https://klfoodie.com/tigerstreetfoodvirtualfestival2020/ https://says.com/my/tech/tigerstreetfoodvirtualfestival#

Effectiveness
• Compared to Q3’20, in Q4’20 when the festival ran Tiger enjoyed uplift on regular consumption by 5%.
• Media garnered 38 million total impressions, with 80% total campaign reach vs KPI 50%
• Site traffic 280 thousand, more than double original KPI of 108 thousand
• Virtual Festival Site: o 24 thousand signups vs KPI 21 thousand o Beat Sales KPI by 6% for F&B festival orders, Drinkies (ecommerce site) sales uplift of 41% vs prepromo o 20 thousand Namewee performance views o More distinctive brand image: +3 vs Q3
• Gained 2pt market share vs competitors in Offtrade channels
• PR received 76 media attendance and 100 earned coverage with 97% MQI score vs KPI of 85%
• Tiger’s brand health also improved across most of the brand imageries: Especially: o Brands for people like me: +5 vs Q3 o More distinctive brand image: +3 vs Q3 o Is a beer that goes well with food: +4 vs Q3