Archives

The Challenge
Anchor has established itself as chefs’ preferred dairy brand globally, but it is still relatively new and a challenger brand in Malaysia. Long established local competitors dominate the market, and are priced lower. The challenge for Anchor is to build awareness and differentiation by positioning itself as “chefs’ preferred choice”.

The Solution – Insight & Idea
Moms take pride in cooking for her family. She wants to treat her family with delicious food made from good quality, tasty and trusted ingredients. However, she often struggles to continuously find a variety of simple, yet creative recipes using quality ingredients. Analysis shows that cooking TV programmes is a main source of recipe information for moms, and these TV programmes indirectly become trusted sources of authority for when she selects her ingredients and its brands when she shops. Given the small budget, Anchor’s strategy was to leverage on an existing, well-known TV cooking show to gain brand and product visibility. MasterChef Malaysia, Astro Ria’s Top 10 programme, was the perfect fit for Anchor to connect with moms. By owning MasterChef, Anchor would be able to build awareness amongst its huge existing fan base. Furthermore, Anchor would be seen as an approved brand by the chefs, thereby delivering the message of it being “chefs’ preferred choice”. To afford sponsoring MasterChef, we negotiated to use Anchor products as part of the investment contribution to reduce direct cash injection. Additionally, this also meant that Anchor products would be used by the contestants on the show, giving Anchor further visibility and endorsement.

The Execution
To drive the association as the chefs’ preferred choice, we negotiated for Anchor products to be visibly used as part of the ingredients in the MasterChef Pantry. An Anchor branded chiller was also featured in the MasterChef Kitchen. Both had incidental shots featured on TV. Additionally, Anchor had its showcase in the “Mystery Box” creativity challenge, being the primary ingredient that the contestants had to work with to create their unique dishes. This showcase not only gave Anchor massive airtime exposure during the programme, but it also demonstrated Anchor’s product versatility as the main ingredient to a variety of delicious dishes! All the above integration was captured in a 30sec creative vignette that was aired throughout Astro Ria. This gave Anchor additional airtime exposure that spread the awareness further as it reached out to more moms, further strengthening Anchor’s ‘chefs’ preferred status’ in the market and driving differentiation for moms to reconsider their current choice of brand before the point of conversion.

The Results
Despite a very limited budget of RM85k, Anchor was able to reach more than 2.36million urban moms and 675k MasterChef Facebook fans through the program. This means a low cost per reach of only RM0.04, generating a strong ROI of 16.7X! Average monthly sales increased +9% vs. pre-sponsorship period. Anchor was able to utilize MasterChef as a springboard to deliver its “chefs’ preferred brand” message and own it as a differentiating point in the market.

The Challenge
As an odor-eliminator, Ambi Pur is continually mistaken as an air freshener which automatically weakens its USP. We needed to show how Ambi Pur has the power to turn unpleasant bad odor situations into pleasant, happy ones vs. air fresheners that would only disguise them.

The Solution – Insight & Idea
“Potong Stim” is when someone or something, like a bad smell, kills your mood. It’s easy for something to turn a happy mood into a sour one but more often than not, Malaysians tend to wait for someone else to do something to change or fix the situation. This perfectly applied to smelly places. Everyone knows they’re smelly, and nobody likes it. But nobody does anything to seriously change it. Based on this insight, Ambi Pur decided to be the change and turn unpleasant, smelly places into happy, pleasant-smelling ones by eliminating bad odors and not just masking them. The “Smelly to Smiley” movement was created. Ambi Pur searched for the smelliest public spaces via people’s votes and transformed them into smiley spaces. To create maximum awareness and impact for the Smelly to Smiley movement, we engaged social media’s ecosystem to provoke the following levels of consciousness amongst Malaysians: 1) An Awakening and Inspiration – A judgement can be turned into action. If social leaders champion a cause, so can I! 2) A Voice and Co-Leadership – Ambi Pur champions the cause but I have the power to co-lead with my nomination and vote.

The Execution
Phase 1: AWAKENING AND INSPIRATION We engaged Dan Khoo, a famous Malaysian producer of entertaining videos based on everyday life to produce #Potongstim – a video series of smelly to smiley scenarios featuring Ambi Pur as a powerful and effective odor- eliminator. The videos were posted on Dan’s YouTube channel which had 37,000 subscribers and 120,000 regular viewers. Forty-eight bloggers with a collective following of 144,000 crowdsourced the call for blog- buster videos depicting #potongstim situations that Ambi Pur eliminates. These videos made by the public only strengthened Ambi Pur’s odor-elimination superiority while directing action toward the Smelly to Smiley Facebook app. Facebook Display and Social Share reinforced traction and virality of these videos, creating awareness of the movement and generating participation in Phase 2 of the campaign. Phase 2: A VOICE AND CO-LEADERSHIP The Smelly to Smiley movement continued on the Ambi Pur GPS-based interactive Facebook app where nominations and votes were documented, tracked and shared in real-time. This made it easy for anyone to participate and created a feeling of mass-empowerment.

The Results
The #Potongstim series – 533,727 YouTube views vs. average series viewership of 321. 48 crowdsourced videos – 18,000 views vs. average crowdsouring output of 360. Facebook following increased by 32% or 8,104 within the first month. 2,097 nominations within the first month vs. expected 1000 nominations within the entire campaign period. 26,274 votes in 1 month, 5x more than targeted Most of all, Ambi Pur made Malaysians and Malaysia happy!

The Challenge
Febreze wants to tap the spring cleaning ritual that takes place before CNY. But our targets – housewives – did not really know its use. We wanted to educate consumers that they can lessen time and effort in cleaning hard-to- wash items and refresh them with Febreze instead.

The Solution – Insight & Idea
“I can’t be too sure about life but luck has to be on my side”. Spring cleaning is one of the most important processes to go through before Chinese New Year comes. The Chinese believe that throwing away the old and bringing in the new will pave way to a prosperous year. However, not all Chinese families have the luxury to change all their household items, like sofa, pillows, and curtains. The alternative is to wash or clean them, serving the same purpose as “washing” away bad luck. Then these items are sundried which depends on the temperamental weather of Malaysia. Meanwhile, most of the cleaning is assumed by the housewife, on top of shopping and cooking for the family. There seems to be not enough hands to finish everything on time. Introducing, Febreze LUCKY SPRAY. For Febreze to be top of mind, we needed to join households during the most crucial time of preparation for Chinese New Year- spring cleaning. Febreze helps eliminate tough odors in fabric, refreshes fabric as if it’s washed and kill up to 99.9% bacteria, as good as sun dry.

The Execution
The Febreze Lucky Spray team refreshed 888 homes in three Chinese neighborhoods within Klang Valley. A week before, banners were installed and fliers given away. We educated consumers at the grass roots level by going to their homes, giving them an auspicious start by helping them on their spring cleaning. The Lucky Spray team refreshed items from sofas, mattresses, curtains, even stuffed toys. Ornaments and other lucky items were decorated around houses signifying an auspicious start. We engaged MY FM’s DJ Jeff to be part of the team and produced three 30-second capsules exciting neighborhoods about LUCKY SPRAY.

The lively interaction between the DJ and families captured the joyful experience of spring cleaning:

• A grandma who was too old to do spring cleaning by herself and who hasn’t cleaned her sofa for years!
• And a big family who were doing last-minute cleaning before guests arrive MY FM radio cruisers and Xiao MY, the mascot, organized games in the neighborhood along with a lion dance and three houses were rewarded RM888 ang paos.

The Results

• Febreze sales increased by index 127 (P1M)
• Reached 928 houses, ix. 104 to target 888 houses
• Activation well received by residents and capsule received positive feedback with residents asking if the Lucky Spray Team can visit their neighborhoods!

The Challenge
Coca-Cola was losing its appeal amongst youths who are moving away, towards a perceived healthier option – 100Plus. To win them back,Coca-Cola had to rebuild relevance by driving key Coke intrinsic benefit of uplifting refreshment, and subsequently grow brand love among Malaysian youths in a way that only Coca-Cola can.

The Solution – Insight & Idea
Youths are energized by trendy, new, fun things they consider “cool”. Shareable fresh ideas and experiences are their most important social currency as it’s increasingly easier to communicate within various social groups. The challenge was to find a way to connect a 127 year-old brand with the ultra-modern youths. We needed an idea that would generate hype, excitement, and market disruption while still being relevant and relatable. And we would do it by using one of Coca-Cola’s oldest owned asset – cans. The idea was to develop limited edition cans that embodied the spirit of today’s tech-savvy youths and gave them a way to share it socially with their friends easily. We created the “Manglish Cans”. The iconic Coca-Cola logos on cans were replaced with seven collectible hashtag designs sporting common “Malaysian English” youth lingo. They were divided into words that cued Coca-Cola intrinsics, like #syoknya and #bestgiler, and trendy expressions spoken daily, like #fuyoh and #terrernya. The #sharemycokelah movement was created for youths to snap and share their experiences and interactions with these cans. It became the hub for conversations about the campaign, and encouraged more youths to participate in it by picking up their very own hashtag cans.

The Execution
To engage youths, #sharemycokelah needed to be social at heart to drive interaction and conversation. Mass media TV, press, and on-ground events steered them to take pictures with the cans, hashtag it according to the name on the cans including #sharemycokelah, and be featured in Coca-Cola’s global Facebook page and digital screens nationwide. Intrinsic hashtags were strategically inserted at relevant parts of the TVC as a reminder of sensation of an iced-cold Coca- Cola. The cans were featured in #1 newspaper Harian Metro, creatively placed in a newly created space just below its masthead for maximum disruption. Different cans were featured weekly to play up the collectability factor and drive more conversations. Through Harian Metro GenY activation, we brought the entire collectible set to six major universities nationwide to excite youths. They took pictures with the cans and shared them with their friends on various social networking sites. The cans were also used as Facebook ‘Like Ads’ to amplify awareness online and trigger participation. All tagged snapshots were projected on Powerscreen digital boards, rotated twice weekly.

The Results
The cans generated massive hype and conversations on social media, resulting in 9,000+ user-generated content and almost 500,000 ‘likes’ on those posts! TVC reached to 3.3million viewers. The partnership with Harian Metro on-paper and GenY on-ground accumulated 10X ROI, and reached an additional 130,000 university students that generated 1,000+ photo submissions. The activation was covered by the mass media, earning RM3.9million in productivity value. Most importantly, Consumption Intent improved +2.8% and volume increased +7.9% year-on-year!