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Challenge
The new MILO Fuze formula has more MILO taste. We need to tell urban adults that MILO Fuze is now ‘jam-packed’ with more MILO taste! How can we serve a creative, content based solution that engages and impacts the target?

Solution
Research reveals that urban adults are somewhat rebellious and do not like taking “instructions” from advertisers. However, word-of-mouth and slapstick humour resonate well with them. With this insight, we engaged popular TV hosts with a loyal fanbase amongst our target. These TV hosts did not just talk about the new, jam-packed MILO Fuze taste, they also acted out the ‘jam-packed’ experience in a fun, exaggerated and slapstick manner!

Execution
For the first time ever, we ‘jam-packed’ 8TV’s studio with a group of people during 8TV’s Quickie talk show! Viewers became curious, since normally the show only has two hosts. The hosts raved continuously about MILO Fuze’s new formula with MORE MILO taste, linking the ‘jam-packed’ studio with MILO Fuze’s ‘jam-packed’ taste. A contest on Quickie strengthened connection, where viewers could call in and answer questions about the improved formula.

Results
98% polled that the campaign created positive brand appeal. Trial of MILO Fuze increased by 4% within the first month of the campaign (Millward Brown). Quickie’s viewership soared to its highest record during our campaign month! It was such a success that we replicated the campaign in another talk show.

Challenge
Caught in an economic downturn, HSBC needed to increase sign ups for Wealth Management services, but the global crisis dampened investors’ confidence. HSBC must position itself as “the trusted partner” for prospective investment needs during these turbulent times.

Solution
With an economic storm in the air, potential HSBC customers kept a close eye on development of current issues by staying connected to business content and news. HSBC leveraged on 2 top English news programs – TV3 Nightline and NTV7 Edition – to be our credible partners. The established newscaster acted as the lead spokesperson personifying HSBC’s expertise, credibility and stability to earn confidence from investors.

Execution
During TV3 Nightline and NTV7 Edition, a one minute branded segment was crafted into the news section. The newscaster was the central force in bringing to life the topics of wealth management and smart investment in a credible manner to gain investors’ trust to invest and tap into great opportunities with HSBC. This was delivered in 8 different segments across 4 weeks.

Results
The campaign successfully uplifted investors’ optimism. Total investment sales and new investors in March 2009 increased by 50% and 33% respectively compared to last quarter average. Brand consideration amongst potential customers increased by 4% in Q109 despite the sharp decline in consumer and business sentiment.

Challenge
HSBC Wealth Management needed to connect with their Chinese customers who were prudent with their money during the economic crises. The challenge is to inject optimism during this turbulent period to help them make informed decisions on investments.

Solution
HSBC required a platform that connects with Chinese of all generations with different risk appetites towards investment. By working with Sin Chew Daily, HSBC projected a positive outlook on building wealth in a series of optimistic editorial reviews. The content was crafted to trigger interest and inspire customers through various generational experiences to instill optimism.

Execution
The four part ‘Optimism’ series comprised of consumer perspectives from different backgrounds and scenarios covering personal investment, children’s education fund to retirement. Investment approach differs by generation – older generation are more conservative than the optimistic younger generation with higher risk appetite. HSBC expert provided financial advice based on individual life stages, needs and their investment appetite, and recommended products that matched their needs and lifestyle.

Results
The campaign successfully increased business revenue for Investment by 31% and Insurance by 23%. Consumers were inspired and convinced into product consideration – an increase by 50% since the last quarter.