Archives




2019 | |

It’s Macho To Talk About Periods & Menstruation.

Advertiser: Libresse
Brand: Libresse
Creative Agency: -
Credits: -

The Challenges
Despite a lot of progress and awareness, menstruation cycle remain a taboo for Malaysian women. Most Malaysian women feel uncomfortable & embarassed talking about their period cycle. This impacts their selfconfidence. In 2018, Libresse charged us to help remove taboo from menstruation cycle & engage Malaysians in a healthy discussion.

Insight, Strategy and the Idea
Research showed that men were one of the biggest contributors to period shame. Armed with this insight Libresse launched a Menstruation campaign targeting Woman and get them to share the content to MEN. Video campaign centered on educating men on what exactly happens to a woman’s body during the monthly period with creating a character called “Get Real Bro”, he’s a Man’s Man but his true Machismo is because he is respectful towards women and understands their problem during the monthly period cycle.

Media Execution
We’ve devised a strategy to build deeper engagement with the consumers to combat the higher share of voice achieved. Libresse created humorous and relatable videos asking men about menstruation and run though video platform eg Facebook & YouTube. The next step is to bring up Get Real Bro to life to speak the “guy’s language” about menstruation and to be the main character to understand women during period. Focused into views & engagements, using multi video platform, with managing reach duplication towards our core audience together with content curation sites to intrigue interest among consumers to drive talkability & shareability. Flexility of budget to move around biddable & non biddable platforms for optimum engagement & performance of the campaign.

Results and Effectiveness
Overall campaign have delivered a total of 27mil impressions, 4.6mil views, VTR 12%. Facebook garnered 12% VTR and also high engagement of 14% even the campaign is optimized towards video views. YouTube recorded an average of 36% VTR. Lastly, premum video network helps to garner 60% VTR.

2019 | |

Creating 100,000+ Influencers Out Of Scratch On Social Media

Advertiser: TENA
Brand: TENA
Creative Agency: -
Credits: -

The Challenges
Incontinence effects 1.4 Million Malaysians and due to the social stigma associated with it, people decide to remain silence about it. In order to avoid incontinence, they prefer staying alone, avoid social gatherings and physical activities. The challenge was to put stigma out of Incontinence by giving it an experiential touch to non sufferers.

Insight, Strategy and the Idea
After listening to 1000+ Social media conversations through multiple social listening tools, we decided to use “Empathy” as a tool to break the stigma by giving sufferers a psychological hug. The big idea is to turn every common man to become an influencer on Social Media and generate sea of conversation to raise awareness about the issue. Given by the “everyone can be an influencer approach” Tena introduced an experiential touch to social video marketing by creating a social experiment video to give voice to the common people to talk about their struggels with Incontinence.

Media Execution
The social experiment sees two caregivers and their parents partake in wearing TENA pants throughout 2 weeks to better understand the worries and fears experienced by an incontinence sufferer. Campaign was launched on Facebook and Google considering the talkability and engaging nature of two of the most widely reach platforms. Two specific audience sets 1) Caregivers 2) Ageing Parents were created. Digital footprints were created using 3rd Party and 1st Party Data and full throttle campaign was launched on those segments.

Results and Effectiveness
Results were overwhelming as TENA is considered a low interest product. Campaign received 3.4M views with 2 Million+ engagements in the span of only 4 weeks. 5000+ comments created a flood of conversations around a tabooed topic. As the talkability grew, stigma got less and less resulting into increase in sales by 26%. TENA also maitained its market leadership of being no.1 in market with 50% market share.

2021 | |

How does a Brand find Oppoturnity during MCO and create Brand Impact – We Wish You Well (WWYW) Campaign

Advertiser: PETRONAS
Brand: PETRONAS Corporate
Creative Agency: INVICTUS BLUE SDN BHD
Credits: -

Since inception, PETRONAS has been an integral part of the Malaysian society and has contributed to it’s growth and development. The Year 2020 saw Malaysians and the world face unprecedented challenges emerging from the COVID19 pandemic .There was a sense of unease and everyone was worried, in such a scenario PETRONAS as the national icon and a brand which has always helped and supported to the country decided to launch a special campaign to reassure both internal and external stakeholders. Further the campaign was envisioned as means of acknowledging the changes taking place in the energy sector to continue meeting the demands in these crucial and uncertain times.

Insight & Strategy
PETRONAS actively collaborated with all the government bodies like MKN, KKM, NADMA and PDRM and leveraged the information at hand to help develop a campaign which helped people feel a little better, be more informed and be more assured that everything was benign done both the government and by their beloved brand to help Malaysians in their hour of need. Lockdown and benign confined to home also led mental health issues, with some people not being able to cope up with the isolation and the general feeling of being worried. Fake news and incorrect information were rampant, which posed the problem of people not being correctly informed. A side effect of too much time spent of social news was the new phenomenon known as “DOOM SCROLLING” , where people would read negative news w.r.t to the COVID crisis, it lead to vicious circle of people continuously feeling negative and disheartened. All of this put together created a situation where PETRONAS decided to mobilize its digital assets to share a 3 pronged messaging:
Tips on how to maintain emotional and mental wellbeing
Showcase PETRONAS contribution to the COVID fight and how it supported frontliners. Highlight changes and initiatives by PETRONAS stall and teams to support the COVID battle.
PSAs during festive period and sharing the right procedures and protocols with Malaysians for ease of information sharing. With the world shifting to digital platforms and social media witnessing a huge surge both for information collection and for entertainment purpose, the campaign leveraged various social media platforms and bring a little cheer back to Malaysia.

Execution
The campaign execution was done in collaboration with PETRONAS and several governments committees, industry partners as well as voluntary support to provide communities’ support. The Collaboration efforts became a companion for Malaysians with more than 46 posts. The Phasing and flighting execution was divided into 3 main phases and 6 concurrently update phases throughout entire MCO from Mar 2020 – May 2020: Digital & Social Media:

Phase 1: Mental Health Awareness Drive (13 posts from 22nd Mar – 5th April 2020) While the campaign boosted 12 posts a day, the campaign also kept the community updated on the efforts that were being enhanced with omni party collaboration.
Essential Collaboration with Government (1 post on 6th April 2020)
Giving Back and Caring For our Communities (5 posts from 24th Mar – 14th April 2020 & 1 press release on Yayasan PETRONAS) Going Beyond Direct Business Requirement to Fill Industry Gaps (1 post on 8th April 2020)
Voluntary Community Support Efforts (2 posts from 13th – 30th April 2020 & 3 press release)
Cross industry collaborations to support authorities and the front liners to ease their burden (7 posts from 6th Apr – 22nd Apr 2020 & 7 press release)
Manufacturing essential medical supplies derived from natural gas is also ramped up to meet the spike in demand (3 posts from 8th Apr – 30th Apr 2020)

Phase 2: Give With All You’ve Got – A Rally Call to Malaysians & PETRONAS’ Staff Salary Contribution (4 posts from 10th Apr – 28th Apr 2020 & 3 press release)

Phase 3: Public Service Announcement (10 posts from 13th Apr – 1st May 2020)

Motorsports participation: PETRONAS Yamaha Sepang Racing Team local hero Khairul Idham Pawi has also participated in this project as all the MotoGP races has been stopped at that time and it is a challenging time for him as well as a professional racer. Nevertheless, he has encouraged Malaysians to stay fit and stay healthy via 2 posts with virtual connection built with his fan on PETRONAS and rally call for #WeWishYouWell #KitadaKita.
TV:Leveraging on the increase of viewership during MCO (32% higher in Mar 2020 vs Jan 2020, Source: Nielsen MY Covid Webinar), the campaign also reached out to Malaysian (TV3, Awani) via special report to ensure traditional media audience are not left out on the branding exercise.

Effectiveness
For Malaysia. The campaign had achieve accumulative over 184 mil impression, 136mil reach and 13mil online action (13mil views, 284k other engagements). Average reach per post is about 3.6mil. The top 5 performing post from WWYW (based on impression) with similar investment are Post No. 3 DIY People Distancing, Post No.4 Food Aid to B40, Post 21 Menyinari Hidupmui, Post 10 Beli1Belanja1 and Real Time – PCR Lab. Malaysia CPM Achieved at average RM1.5 while CPV achieved at average RM0.01, which is the lowest compared to past PETRONAS campaigns. From the social listening, it was noticeable that Over 1,00 conversation gained beyond posting, with nearly 100% positive sentiments among Malaysians indicating Malaysians were nationproud of PETRONAS brand initiatives as well as retail efforts such as Setel app usage. Another observation via social listening, leaders in the medical field gave shoutouts to PETRONAS contribution which elevated PETRONAS image. Netizens were proud and supportive of PETRONAS. Announcement of CPAP prototype made Malaysians realized how impactful PETRONAS x Mercedes collab is making a difference to the world. Last but not least, the overall campaign has contributed to the uplift of the Top of Mind of PETRONAS comparing to other O&G companies such as Shell, Petron, Caltex and BHP. The needle moved from 34% to 61% compared to Q4 2019. The competitors on the other side are experiencing a decline since Q4 2019 from 46% to below 29%. (Source: PETRONAS Brand Health Tracker Study)

2021 | |

#OnlyMenCan

Advertiser: Universiti Malaya
Brand: Universiti Malaya
Creative Agency: InvictusBlue Group
Credits: -

Objective & Challenge
Some defined ‘macho’ as an expression of certain traits believed to be masculine while some defined as a personal sense of virility where many thoughts, they’re invisible towards any health problem. This misconception so problematic where common “macho mistakes” become harmful to men’s wellbeing. #OnlyMenCan campaign taking into consideration that topic on prostate cancer can makes men feel uneasy or weak. Very often this issue on prostate cancer discourages many men from doing the screening which resulting in late and often fatal discoveries. Thus, it’s crucial for #OneMenCan to raise massive awareness about prostate cancer in provoking manners which also sparks a healthy controversy while generate massive share of mouth about the statement problem. Subsequently, this approach enables us to leverage further to generate much welcomed earned media for the campaign, through partnership with unconventional influencers to lead the movement via video and a multichannel championing thing only MEN can do, which eventually changed macho attitude into healthier attitude.

Insight & Strategy
Our strategy is to champion the things only men can do, which includes surviving prostate cancer due to the low awareness of prostate cancer awareness in Malaysia where only 26.4% of potential sufferers heard of a PSAtest. The plight of potential sufferers shouldn’t be reduced to jokes/scare tactics, they deserve to be empowered, hence, we took inspiration from the barrage of female empowerment campaigns, turned it on its head and created one that champions the things “only MEN can do”, which includes surviving prostate cancer. #OnlyMenCan’s slightly controversial premise was intentional to draw attention and use that to our advantage: to spark a healthy conversation around the topic, and subsequently, drive education to help raise awareness about prostate cancer and importance of early detection. Unconventional influencer usage to maximise traction is important thus, Dato’ Sri Nazir Razak (being a survivor) himself get on board to lend credibility toward campaign to garner earned media to maximise the efforts.

Execution
#OnlyMenCan campaign ran across multiple platforms includes traditional media such as television, radio and print to heighten awareness and reach potential sufferers based on their media consumption behaviour through interview with topic “There Are Some Things Only Men Can Do”. Educational podcasts used to “keepinformed” on prostate cancer backed with Social media capabilities to engage and educate younger audience earlier so they understand the importance of early detection, know how to care for their prostate health and know who to refer to. We further leverage on the platform to amplify the buzz with partnering with high profiles personality like Dato Sri Nazir Razak and many more unconventional professional influencers from various background which earned us free air time. #OneMenCan campaign further elongate through articles published on various news platforms such as The Star while the microsite used to host educational funnel to reach and direct those in need to the right platform. The partnership with respective media houses allowed us access to mass reaching platforms, all in exchange for #OnlyMenCan related health topics and content. For example, our partnership with Dr. George Lee aka Dr. Sex, helped us create topics of interest and allowed us to access primetime inventories on BFM, The Star and on Social Media.

Effectiveness
Bearing in mind of the limited budget for paid media while two objectives to achieved, nevertheless, overall campaign gained massive success with 143% increase in related searches. Within just one month, #OnlyMenCan recorded a staggering 8,600,000 million social reach with a demand for more content on prostate cancer awareness. What more? The campaign gained rating over 1,438,000 on television with RM2,000,000.00 PR value. This translated into over 4.3mil impressions serve with high engagement rate at over 500,000. Additionally, it’s shown increase in consideration for PSA screening amongst men with symptoms of prostate cancer while on onlymencan.com, over 15,000 unique visitors which spent approximately 2 mins on microsite. Current clinical study is still on going (over the next 35 years) to measure the full effectiveness of this campaign in driving early detection. Not bad at all looking at ROI out of minimum budget.

2021 | |

AIA Knows When You Are Asleep, AIA Knows When You Are Awake

Advertiser: AIA Malaysia
Brand: AIA Malaysia
Creative Agency: Leo Burnett
Credits: -

90_FINALIST_OC3_SLEEPTRACKER

Objective & Challenge
As part of their new brand promise of Healthier, Longer Better Lives, AIA Malaysia shifted its focus to the importance of wellbeing of Malaysians. With media being primarily a push platform, how can we utilize media to improve the well being of Malaysians? Impressions, Clicks, CTR, CPC, Views or View Rate has always been the norm of measurement when it comes to digital advertising. However with significant advancement in digital ad tracking technology, could we go further take a step away from standard digital measurement metrics and use digital media for tangible good? Aside from understanding the key digital media deliverables, we also sought to ad tech tools to measure the digital consumption patterns of the Malaysians online population and hence push them the right messaging to encourage these users to live a Healthier, Longer, Better Lives.

Insight & Strategy
Malaysians are getting more and more Mobile centric with audiences spending at least 6 hours online, up 23% year on year. It is not surprising that mobile has been the last screen they looking at before going to sleep. This heavy reliance on mobile screen time has been well documented in disrupting the sleeping patterns of many around the world . Locally, according to the study by the Malaysian Healthiest Workplace Survey in 2019, 9 out of 10 Malaysians working adult suffering from at least 1 form of sleep disorder or another. With mobile being the device that we are most connected to, we realise that we can reverse engineer our runofthemill 3rd party ad serving technology to monitor Malaysian’s digital activity. By tracking a user’s mobile device ID and digital usage pattern, we can accurately identify users who are consistently sleep deprived by measuring the time between their last and first mobile usage touchpoints, and the amount of ad impressions they have been served throughout the night. Our strategy was to combine the power of ad tracking and programmatic technology to remind audiences to get enough sleep for their next day activity.

Execution
Every time an ad is served from an ad server, it receives a unique bid request from the mobile device. We reversed engineered this to correlate the volume of bid request sent by unique mobile device IDs and mapped that against their activity level. Audiences were analyzed carefully based on their activeness by looking into the bid request from their mobile devices between 11pm 4am (which indicate that they are still active on their mobile during these hours). Using past 3 month’s data, we were able to categorized these users into 3 key segment by looking at the volume of vid request, namely Mild(users that had sent 1 5 times bid request to our DSP), Moderate(users that had sent 5 10 times bid request to our DSP), as well as Severe(users that had sent more than 10 times bid request to our DSP). We also analysed the time difference between their last ad impression and their next ad impression to identify people who have less than the recommended 7 hours of sleep. Programmatically, we were able to upload these device IDs as custom audience segment and hence able to actively reach them. At night, we pushed ads that reminded them to sleep early or that it is time to sleep. The next day, we remarket banners which pulls them to articles that discusses the importance of sleep. Both push and pull approach ensures maximum viewability of campaign.

Effectiveness
As a first of its kind approach, our Sleep Quality Tracker initiative tracked Malaysian’s quality of sleep over a period of 4 weeks, from there we managed to record significant improvements in quality of sleep within the Severe and Moderate groups: A total of 184,208 individuals (28%) from the Severe group had moved from Severe to Moderate. A total of 145,332 individuals (34%) of the Moderate group reported a reduction in digital activities online and a significant decrease in Last Activity Time from an average of 4am to 3am. The Mild audience group also reported to have the highest engagement (12% higher) in our Sleep Banners as compared to the other target groups. On our key campaign page, our traffic to site showed an uplift of 34%, with AIA health product related pages showing a significant traffic increase of over 200% (from 23,000 avg pages views to 73,049 page views) compared to previous AIA Vitality campaigns. Further attribution also showed a positive impact on bottom line by successfully generating up to 2,058 leads (with 500 leads as the initial target set by client) that had been passed to our agents for acquisition purposes. AIA Malaysia’s first of it’s kind experimentation with ad serving technology to track quality of sleep has yielded further interest beyond the Malaysia borders with other AIA market currently exploring the possibility of implementing this in their respective market.