Archives




2011 | |

DIGI – Get Inside Music

Advertiser: DiGi Telecommunications
Brand: DiGi
Creative Agency: Grey Malaysia
Credits: Audrey Chong (General Manager), Tommy Tan (Senior Media Planner), Sulin Lau/Amelia Lee/Nicole Yap (DiGi Telecommunications), Darry Tan (Grey Malaysia), Sean Lim (Grey Malaysia)

Challenge
In 2009 DiGi launched one of the biggest music content platforms. But with so many ‘mobile’ music platforms in the market, consumers were not associating DiGi as providing the Best Music Experience. Our challenge: To demonstrate the power of DiGi Music; and consumers can experience DiGi Music anywhere!

Solutions
2 in 3 phones sold in Malaysia last year 2010 were smartphones. Armed with these powerful gadgets, mobiles are an extension to the content and lifestyle consumer demand. “It’s not just what’s on my mobile, it’s what I can do with it”. The idea was to use traditional advertisements to provide a deeper music experience. Don’t just get into music, Get inside music!

Execution
To provide people a deeper music experience, we want to get people ‘inside the music’. Thus, we infused the idea of viewing a live music gig on a print ad for one day only. Instead of featuring a boring concert visual we embedded a QR code into a press advertisement inviting readers to rediscover music. Upon scanning the QR code, their phone was re- directed to actual live music video. Consumer got inside the music, literally!

Result
Over 1,000,000 ‘DiGi Live Gigs’ were circulated; reached over 6,000,000 audiences (readership). This brought DiGi to a new level playing field – DiGi Music Experience is simply different, yet meaningful and real-time. For a 1 day ad, the QR code was activated for a week, generated close to 700 activations.

2011 | |

Going Beyond Creative Buys

Advertiser: Procter & Gamble
Brand: Pantene, Rejoice, Head & Shoulders
Creative Agency: -
Credits: Nitin Kumar (AOR Director), Chia Yin Ping (SSM-Associate Director), Siti Khasiah (SSM-Project Manager), Asreena Ramdan (SSM-Project Executive), Miaoyi Tan (SSM-Planner), Jeff Tan (SSM-Buyer)

Challenge
Scene of magazine landscape: Too many choices and noise. In the past ten years, readership is declining and getting even more fragmented. In addition, too many new titles from time to time. The challenge is to make magazine ‘special’, making it a ‘collectible’.

Solutions
Majority of Malaysian women refer to female magazines generally for beauty, and fashion tips. Magazines are mostly read during leisure, transit and waiting time. Cover slugs, editor’s notes, editorial recommendations for ‘must have’ products, editorial topics, product testimonial from readers and even online participation are usually unavailable for media buys. We saw this road block as opportunity to weave-in brand messages as editorial content. Brands will ‘dominate’ the theme of the entire magazine.

Execution
We teamed up with Malaysia’s largest magazine owner, Karangkraf, and created a ‘novelty media buy’ for top three selling magazines (Maskulin, Remaja, Nona) for Pantene, Rejoice and Head & Shoulder. Three magazines were ‘thematically-donimated’ with our brands’ corporate identity i.e. colors, mood, tone and feel. Special front and back covers; we showcased each brand’s message through editorial. There were featured articles associated with key brand message were present on every premium placement.

Result
We successfully created ‘three beauty booklets’ for Pantene, Rejoice and Head & Shoulder respectively, each highly circulated by Karangkraf. This idea raised the bar for magazine creative buys for P&G; exemplifying best-in-class example in Southeast Asia; thus, replicated across markets.

2011 | |

World Cup the 3D Way by SAMSUNG

Advertiser: Samsung Malaysia Electronics Sdn Bhd
Brand: Samsung 3D LED TV
Creative Agency: Leo Burnett KL
Credits: Connie Tan (Senior Media Manager), Lee San San (Media Group Head)

Challenge
Samsung’s LED technology is well known and received by consumers but consumers still perceive Sony as being the TV technology pioneer. This was a challenge is for Samsung when they introduced the first 3D LED Full HD TV, owning the 3DTV sphere. Adding to the challenge, advertising fund was limited.

Solutions
Footies, pre-dominantly males, crave for best viewing experience while watching their favourite football team playing. With World Cup 2010 less than 2 months away, Samsung saw an opportunity to drum up the 3D TV experience i.e. watching World Cup in 3D will never be the same again. We want to show footies that with Samsung 3D LEV TV, they will have the best football experience – best surprises, controversy, suspicion, killer upsets and overtime thrillers.

Execution
What more a better way to showcase 3D in a traditional 2D medium, using lenticular printing technique on the front covers in the top two tech magazines – HWM and PC.com. The 3D effect was brilliantly brought to live in magazines. On the cover of these magazines, readers are able to see the image change or move when they viewed them from different angles. This gave the readers a different experience while reading.

Result
Within a short period of time when magazines were issued, the TVs were sold out. Customers were placed on waiting list because of the unexpected demand. Samsung AV Product Manager achieved top sales performance in May 2010 and was awarded a placement on the Samsung Malaysia Electronics’ Wall of Fame.

2011 | |

Dialing Up the Creative

Advertiser: Samsung Malaysia Electronics Sdn Bhd
Brand: Samsung Galaxy 5
Creative Agency: Leo Burnett KL
Credits: Connie Tan (Senior Media Manager), Lee San San (Media Group Head)

Challenge
At the height of the iPhone popularity, the launching of Samsung’s Galaxy S would face the possibility of being drowned out by the competitor’s media hype. We needed to find a way to influence our target audience to consider the Galaxy S.

Solutions
One of the key winning features of the phone (from many early online reviews) is its super AMOLED display screen which delivers super clear images. From a creative standpoint, we saw an opportunity to reinforce this USP on tech magazines as they are printed with gloss finish. By creatively appealing to the techies/early adopters who reads such magazines, we aimed to convince them that our Samsung Galaxy S Android smartphone was a worthy contender.

Execution
A 16-page mini booklet on the Galaxy S was placed on the cover of PC.com, printed on high quality gloss finish. This guide book served to educate the techies on the phone’s features and benefits, arming them with bite-size content which they can use to populate the Web through their blogs, forum entries and Facebook. Having great content that other website owners will want to link to will improve search results for Galaxy S.

Result
The Samsung Galaxy S shot into space! Local search volumes on Google grew by 87% within a month of the launch and continued to increase while iPhone’s interest stagnated. According to Samsung Malaysia, they managed to sustain their sales target for 3 continuous months from launch date.

2011 | |

Anda Jawab Kami Bayar 3 Sen

Advertiser: DiGi Telecommunications
Brand: Happy Prepaid
Creative Agency: Grey Malaysia
Credits: Tommy Tan (Senior Planning), Audrey Chong (General Manager)

Challenge
Rookie brand, Happy Prepaid, a product made just for Kelantan and Terengganu had less than 4% TOM awareness. Use of mainstream advertising was out of the question. Plus Happy Prepaid unusual proposition which required a lot of education to both customers and trade front-liners, ‘Anda Jawab, Kami Bayar 3 sen’.

Solutions
In order to give Happy Prepaid a fighting chance, we first needed to create mass social acceptance for the brand, and for its unique proposition. We could only rely on local community radio and of course, the oldest mass medium of all: word-of-mouth to build this brand. “KL” symbolizes fun and excitement by Kelantan and Terengganu youth. What was missing from their day-to-day lives was the KL-like excitement in a localised (read: socially-acceptable) way.

Execution
We worked closely with THR Gegar, the top local community radio station and with the station’s top DJ Isma Halil and created a new on-air radio segment and off-air radio-driven program built entirely around Happy’s proposition: Answering Calls. Listeners would answer calls from DJs and they would to talk about (and SING, and RAP, CLAP about) Happy’s one-of-a-kind proposition. The other hype was to rally enough people to unleash a street concert.

Result
• 1.56mil listeners tuned in to the AJKB daily radio segment • 11,000+ participated via SMS • 5000+ locals attended the street concert • Recall was 84% within 3 months, 96% recall by end 2010 • Subscribers grew 136% in 3 months • Revenues increased by 217% in 3 months