2010 | Silver | Best Use of Digital (Online / Interactive / Mobile)
Advertiser: Kraft Malaysia Sdn Bhd Brand: Chipster Creative Agency: - Credits: Lee See Pin (Executive), Zufar Zahran (Senior Manager), Althea Wang (Manager), Chan Wan Lih (Senior Manager), Chong Lee Fen (Planner, GroupM Interaction), Lee See Yin (Creative Services, GroupM Interaction), Desmond Kiu (Manager, GroupM Interaction)
Chipster needed to bite into the youth segment and increase market share with the launch of two new flavors for their potato chips. We needed to engage them in a new way that provides value to their favorite online activities and attention-seeking behavior.
We produced Malaysia’s FIRST branded webisodes! An online-movie series about the rescue of Chipster’s new flavours from the evil villain. Users could personalize the movies and the best personalized movies went onto national television.
We promoted out movies on Facebook and top websites. We worked with celebrity bloggers to drive a Chipster online-movie craze. We allowed users to share their personalised movies on Facebook, Twitter & other social platforms, driving viral.
It generated huge online buzz! Video views reached 1 million. Hundreds of bloggers and even tech magazines talked about it. It grew Chipster’s market share by 3% points. It also won Kraft’s Best APAC Digital Campaign.
2010 | Silver | Best Use of Newspapers
Advertiser: Measat Broadcast Networks Sdn Bhd Brand: Astro Awani Creative Agency: - Credits: Chan Wan Lih (Senior Manager), Zufar Zahran (Senior Executive)
2010 | Bronze | Best Use of Out of Home Media
Advertiser: Prudential Assurance Malaysia Bhd Brand: PruRetirement Creative Agency: - Credits: Kesevan Balasingam (Director), Nadiah Ramli (Executive), Chow Kah Wai (Executive), Sheley Lim (Senior Executive), Tan Poh Lee (Partner)
PruRetirement’s “What’s Adam’s Number Challenge” engaged the public to guess a fictitious character’s retirement amount. We had to capture the nation’s attention and create curiosity—Who is Adam? What is his retirement lifestyle? What’s his “number”?
Being a short one month campaign, “What’s Adam’s Number Challenge” required round-the-clock presence to create ongoing visibility and garner immediate mass awareness. Combining this need with insight that our target audiences are adults commuting to work and insurance agents on the constant move, outdoor billboards are the ideal solution for its high traffic locations, wide coverage and ongoing visibility.
With the right medium identified, we now needed an innovative execution to keep its audiences hooked! We replicated the “Split flap display” used in flip clocks, where the visuals reveal the next digit of Adam’s retirement number week by week. This innovative movement stood out from other static visuals. PruRetirement’s countdown visual kept audiences hooked, driving them to participate online.
This was the first-ever simultaneous weekly sticker change for multiple sites nationwide. The billboards drove 17,000 participants to take up the challenge online. One-third of PruRetirement’s entire 2009 sales were sold during this one month campaign period.
2010 | Bronze | Best Use of a Small Budget (Under RM100,000) Excludes Digital
Advertiser: HSBC Bank Malaysia Bhd Brand: HSBC Credit Card Creative Agency: - Credits: Bryan Chiang (Executive, The Exchange), Low Tzu Chuen (Executive, The Exchange), Cassy Liew (Executive, The Exchange), Yuanne Lau (Director, Client Leadership)
The recent credit card RM50 tax impacted consumer spending disposition. 80% of total cards circulation dropped and HSBC]s cardholder base fell drastically. With only RM85,000, we were challenged to create a campaign that battles competitors, ratains cardholders and encourages cardholders to continue spending with HSBC during the festive seasons.
Insights indicate that cardholders are most likely to retain one or two cards which provide the best value and wont compromise the tradition of buying gifts for loved ones duting festive seasons. Leveraging on this, we engaged The Sun’s lighthearted content and developed irresistible tips for gifts, infusing joyful elements that drive ‘positive’ spending behaviour with multiply their rewards whenever they spend.
Centered on the message of festive gifting, we created the festive season’s Top 20 & 10 must-have gifts integrated within fashion and lifestyle content, encouraging readers to buy gifts to usher in 2010 new year. We creatively designed the numbers ‘20’ and ‘10’, engaging readers to relate HSBC’s gift ideas with multiplied rewards. HSBC will multiply ‘20x’ or ‘10x’ reward points for each HSBC’s gift ideas from the ‘20’ and ‘10’ lists.
Within a month, HSBC’s only campaign singlehandedly ratained 98% of cardholders with overwhelming usage of nearly 1 million swipes (highest in 2009), gaining RM7Mn+ in increamental revenue, exceeded target by 17%! Campaign boosted brand consideration by 19%, free social media mentions and highest traffic to HSBC’s website which toppled competitors.
2010 | Bronze | Best Use of Radio
Advertiser: Hotlink Brand: Maxis Mobile Services Sdn Bhd Creative Agency: - Credits: Clarice Lee (Senior Manager, The Exchange), Casyn Sow (Senior Manager, The Exchange), Astrid Baptist (Executive, The Exchange)