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Challenge
In Twisties’ continuous quest to make the teens’ life ‘Irretwistably-exciting’, our task was to keep them coming back for more in a way that is relevant in their lives. So how can we fascinate these ‘tough to please’ youths?

Solution
Music is their best friend – it’s their constant companion throughout the day and they like music that ‘understands’ them. “Indie-rock” is the “IN” thing right now, as it is a form of expression that reflects their current state in life. We acknowledged this by collaborating with award winning band “Pesawat”, to craft an anthem for Twisties. The song was tailor made to reflect the Irrestwistible brand and the youthful personality of our target.

Execution
We popularized the anthem via radio stations – HotFM, Era.FM, Fly FM and XFM as the first point of contact to introduce and hype up the song with high frequency airplay. The song was also made present on Chart shows and available for listeners to download. We propelled the song to international stardom when “Pesawat” performed it at the LA Indie-Fest Bandung Festival in Jakarta, after which, Ardan.fm, Oz.fm, 99ers.fm, Hardrock.fm played the song as well!

Results
We got the teens beyond Malaysia rocking to the Twisties beat! The song was downloaded: More than 100,000 within less than 8 weeks in myspace, youtube, Facebook & telco’s. It became No.1 in FlyFM’s ‘Campur Chart’ and ‘No.1 indie-rock song in Indonesia, Ardan.fm. We get higher air-play in all local radio!

Challenge
The Ministry of Health’s new regulation disallowed medical professionals to promote or communicate any brand of infant food to mothers. How do we ensure new mothers ONLY think of Nestle Baby Cereal when her child is ready to be introduced to solid food?

Solution
Research showed that inexperienced, new mothers need constant assurance and support. That is why they exchange tips amongst themselves. But we realised the best advice comes from experienced mothers supported by a trustworthy brand, Nestle! So we conceived a consumer-generated radio show, “My Little Precious First Solid Food’, providing new mothers opportunity to learn from experienced mothers and Nestle.

Execution
We encouraged experience mothers to share their most valuable weaning experiences. The most memorable advice was selected and broadcast live to the entire nation, by mothers themselves! These mothers were then gathered to advocate a sharing session with new mothers. Nestle was seamlessly weaved into their feeding experiences, reinforcing Nestle to be mother’s first choice for baby weaning.

Results
Nestle gained many mentions! Mothers testified their trust for Nestle, further strengthening Nestle’s role in mothers’ minds. Experienced mothers were happy to be acknowledged as experts, while new mothers appreciated the learning. As a result of this campaign, sales grew by 10%!

Challenge
Free Seats! Sale! Value! These are some common airline advertising headlines in 2009 due to a weakening economy and increasing price-cutting competition. MAS recognized the importance of First and Business class travelers and needed an alternative communication to strengthen its 5-star, full service propositing amongst these high value customers

Solution
First and Business class seats are mostly taken by individuals traveling for business. With this insight, we flew into BFM’s airwaves, a radio station focused on business and finance. We wanted to create connection, not just push our message to professionals, management and corporate listeners. Working closely with BFM, we integrated MAS messages into valuable content and into BFM’s own advertising campaign. Additionally, we pulled in tourism partners to add content depth and spread investments.

Execution
BFM launched into the market with an exciting campaign playing on its BFM acronym. MAS cleverly mirrored the popular marketing of BFM’s acronym with a contest calling listeners to submit their Best Flying Moments for MAS. Campaign followed closely with Destination Week with integrated content such as interviews with tourism spokesperson, country information capsules and contests to excite listeners. Our substantiated presence with product ads built affinity which led to sales.

Results
Overall contest garnered close to a whooping 10,000 entries over 3 months, generating huge buzz. Campaign brought other tourism boards knocking at our door looking for similar partnerships. MAS’s online sales jumped 29%, with 47% growth per pax transaction.