Archives




2010 | |

Nikmatnya Malaysia Nikmatnya Munchy’s

Advertiser: Munchy Food Industries 
Sdn Bhd
Brand: Munchy’s
Creative Agency: -
Credits: Angeline Lum (General Manager), Kelly Chua (Business Director), 
Chrissea Soo (Senior Planner)

2010 | |

Bring Home the Fun with Hasbro Games

Advertiser: Hasbro Toy (Malaysia) 
Sdn Bhd
Brand: Hasbro Family Game Night
Creative Agency: -
Credits: Angeline Lum (General Manager), Agnes Wong (Planner)

SB - Bring Home the Fun with Hasbro Games

Challenge
The challenge was how we could flip economic uncertainty into an opportunity and keep Hasbro relevant to customers. We need to target and excite parents and kids with Hasbro’s Family Game Night; an event the whole family can enjoy and encourage family bonding.

Solution
Develop association of Hasbro amongst family audience. Consumer engagement is key, to attract customers and create a solid revenue stream. Given a limited budget, we need to be focus and prioritize our media selection to achieve high reach. We accomplished this by leveraging a multi-pronged approach that involves print contents association, school on-ground event and editorial word-of-mouth.

Execution
Associate Hasbro on Star’s Comic Fun & Games segment with a banner ad to allow readers to enjoy games while reading comics. Nickelodeon School on-ground event with stage game served as a call-to-action for consumers in triggering interest to play. Leveraging negotiation to get FOC exposure for Hasbro. Distribution content to press editorial to generate free publicity in keeping with the create once, publish often philosophy.

Results
It was an extremely low budget campaign and cost less that RM53,000 over two months. Hasbro Family Game Nite sold over 500 units at retail, charted a growth of 33% versus 2008. The highly cost effective Hasbro campaign can be used a model for future efforts.

2011 | |

Viera 3D Exceeds Sales Expectations with the First ever 3D print Ads in Malaysia

Advertiser: Panasonic Malaysia Sdn Bhd
Brand: Panasonic VIERA 3D
Creative Agency: TBWA-ISC Malaysia Sdn Bhd
Credits: Raymond Chin (Media Manager), Siew Wey Tyng

Challenge
Panasonic was ready to launch but our competitors were way ahead in creating awareness. Their advertising investment and exposure was extensive and mass reaching. We were faced with the challenge of launching late, and yet needing to outshine everything competitors have done.

Solution
The depth and realism of 3DTV needs to be experienced. Our competitors merely drove experiential marketing through showrooms and roadshows. To outshine our competitors, we needed to bring 3D to consumers, rather than waiting for them to come to us. Hence we recreated the 3D experience through newspapers by using anaglyph images. By using a common medium in an uncommon manner, we aimed to demonstrate the effect of 3D within consumers’ leisurely time.

Execution
Anaglyph images of VIERA 3D accompanied by 1 million stereoscopic 3D eyewear were placed at the most prominent positions (jacket wrap) of five major newspapers circulated nationwide. Readers were prompted to view the images through the eyewear and were intrigued by the unexpected interactivity and actively tried out the 3D experience. The complexity of this execution were met with skepticism from most parties but we persisted and made it happen.

Results
On 2 Sep, Panasonic VIERA 3DTV created huge awareness and brand recall was at an all time high. Panasonic received an influx of sales queries and sales of over 1,300 units exceeded expectations. The media idea is now widely acknowledged as the first-ever 3D advertisement in Malaysia.

2011 | |

Cut Through For Contour Glass Value Meal Promotion With HD TV World Cup Match Viewing

Advertiser: Golden Arches Restaurant Sdn Bhd
Brand: McDonald’s
Creative Agency: Leo Burnett
Credits: Margaret Lim (General Manager), Jennifer Yean (Business Director), Kelly Liow (Planner), Mandy Law (Senior Buyer), Melati Abdul Hai (Head of Marketing, McDonald’s), Kelly Chan (Senior Marketing Manager, McDonald’s), Eugene Lee (Senior Marketing Officer, McDonald’s), Kenneth Teo (Vice President, Measat Broadcast Network Systems Sdn Bhd)

Challenge
To encourage sales of Value Meals during McDonald’s fifth World Cup sponsorship, collectible Coke World Cup Contour glasses were being offered, 6 designs, a new design each week. Getting people to know about the promotion, however, was difficult with numerous World Cup sponsors and guerilla hijackers vying for consumer attention.

Solutions
Instead of just using television as a medium to communicate the promotion, McDonald’s decided to make TV part of the message, and offer its restaurants as venues where the public can enjoy a unique experience of World Cup matches in high definition. This draws attention and traffic to their restaurants, and consequently drives sales of Coke Contour Glass Value Meal.

Execution
Instead of just using television as a medium to communicate the promotion, McDonald’s decided to make TV part of the message, and offer its restaurants as venues where the public can enjoy a unique experience of World Cup matches in high definition. This draws attention and traffic to their restaurants, and consequently drives sales of Coke Contour Glass Value Meal.

Result
Sales surpassed targets, and exceeded 2009 sales by 10%. Glasses were sold out before the end of the campaign period. Sales surge everytime a new glass design was advertised. McDonald’s collectible Coke World Cup Contour glasses were auctioned on ebay.com.my at three times the price of the Value Meal.

2011 | |

Something to Feel Good About Panasonic

Advertiser: Panasonic Malaysia Sdn Bhd
Brand: Panasonic Greenie
Creative Agency: Naga DDB
Credits: Raymond Chin (Media Manager), Siew Wey Tyng (General Manager), Keoh Yean Pin (Media Planner), Liaw Meiji (Manager-Marketing Communication and Planning, Panasonic Malaysia Sdn Bhd), Lian Hwa Wong (Manager-Brand Management, Naga DDB)

Challenge
Prudent use of electricity and water will lead to less destruction of nature. Panasonic recognizes this and took great lengths to advocate environmental conservation through their innovative energy saving products. Though the ultimate goal is to increase sales, the immediate challenge is to make people feel good about Panasonic products.

Solutions
People generally feel that the well being of the environment is not their problem. We need to dissuade them from this notion and there’s no better way to communicate this but at home or Starbucks when they’re most relaxed and receptive. Magazine is very viable at this point, so if we get our message across during their leisure time, they would surely start to feel good about contributing to the environment and use Panasonic products.

Execution
Panasonic created a mascot named Greenie, an advocate of environmental conservation who appeared in 6 different creative formats executed in 6 different magazine titles of various genres. Readers encountered impactful executions of pop-ups, tip-ins, booklets and gatefolds. Additionally, there was a chance where readers would stumble upon the same sermon preached by Greenie but in a different presentation, heightening the feel good effect the campaign intended.

Result
Panasonic’s green products make up 40% of its sales. Upon conclusion of the 3 month magazine campaign, Panasonic’s total sales increased by RM8mil. This goes to say that consumers are in fact feeling good about Greenie’s conviction.