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Challenge
The unfamiliarity of hybrid technology and unavailability of test drives hampered slow sell-through of the Honda Civic Hybrid (2009 – sold 216 units; 72%market share). In Oct 2010, the challenge was to push sales for the last batch of Civic Hybrid to make way for 2011′s hybrid model, Honda Insight.

Solutions
Kuala Lumpur morning traffic condition is simply awful. Driving to work is a drag; no one really likes to drive during rush hour, unless being chauffeured. Thus, the ‘Hybrid Chauffeur’ was designed to give people meaningful experience in the mornings in the Civic Hybrid. Nothing beats the real experience – we want prospects to experience the comfort and fuel efficiency. Most purchasing car decisions are sold during test drives, in this case, test being driven!

Execution
Honda partnered with Mix.fm’s breakfast segment to go green for 1 month. Listeners were invited for free rides to work in the Civic Hybrid by registering and completing a slogan. Every week, Honda chauffeured one lucky winner every Friday, to and from work, for one month. The winners would experience the car first hand, and then shared these experiences over the radio. Participants were also led to an online registration page hosted by Mix.fm.

Result

• 85 entries received in 3 weeks (niche product)
• 128,935 views on Honda-Mix.fm’s page (CTR 0.17%)
• Steep hike in Google search for hybrid
• 2010’s final hybrid batch was fully snapped up; made way for 500 new Honda Insights in Dec 2010 (sold out for 2011; 287% increased)

Challenge
SuperBloggers like Celcom-sponsored BeautifulNara.com and Maxis-sponsored Kenny Sia often attracts 19million+ visitors per year, thus are paid hefty sponsorship fees in return for pitching their particular patron brand. DiGi had to make a seemingly no-win call in the blogging space: either Pay to Play, or forfeit playing at all.

Solutions
In 2010, they were between 150,000-250,000 active bloggers in Malaysia. For every 100 “SuperBlogger”, they were at least 1000 small-medium-sized bloggers (SMBs). Aggregating a fraction of these SMBs could potentially become the Biggest Media Nobody Had Ever Heard Of! 4000 small-medium-sized bloggers would yield 96,000,000 audiences. These bloggers who weren’t popular enough to “deserve” invites to big launches, or deemed NOT influential enough to deserve gadgets for review. Thus DiGi Angels community program was created.

Execution
The first of its kind, DiGi Angels was designed for SMBs; blogosphere community activities were designed to help them grow, reward, inspire and be recognized: •Invited to cover media launches alongside top journalists •Test and review cutting-edge devices •Created blogger socials •Promote “New Blogger-of-the-Week” on DiGi’s website •Organized a “How to Become a SuperBlogger” bootcamps •Intimate Secret Events with celebrity performances, appearances only the community would have details to.

Result
An average 12.3 new DiGi evangelists per day for a year, to be unpaid brand advocates. In early 2011, we had 5163 evangelists, 43.2million readers combined, posted DiGi related articles that generated over RM9,000,000worth of PR value; all without being paid a single cent to do so!

Challenge
With Air Asia pushing Koolred to build affinity with their audience, Malaysia Airlines was faced with the dilemma of attracting the right audience to Mastraveller – a website build to inspire people to experience the wonders of the world. We needed a right ‘travel partner’.

Solutions
Catcha Digital, Malaysia’s MSN representative formed a content partnership with Malaysia Airlines. MSN had a captive audience on their portal that was interested in various Travel and Lifestyle activities which was ideal for MAS. Content for Mastraveller was hosted on MSN Travel to reach out to this potential audience and create strong association.

Execution
Content on MSN Travel was “powered” by Mastraveller. MSN Travel hosted weekly featured stories, fast facts, photo imagery, videos, location maps, and travel tips for destinations around the world which was enticing. Banner ads promoting MSN Travel and Mastraveller were featured all across MSN key properties to create stronger awareness and pull in interested readers.

Result
Sponsorship successfully drove 370,000 unique visitors to view content on www.mastraveller.com • www.mastraveller.com page views increased by 351% • 2,700,000 views were consumed • 303,929,776 impressions delivered; 143,915 clicks to www.mastraveller.com and MSN Travel • Additional 3,000 new members recruited • Regularly visit the site – 300,000+ views/month

Challenge
The unfamiliarity of hybrid technology and unavailability of test drives hampered slow sell-through of the Honda Civic Hybrid (In 2009, sold 216 units; 72% market share). In Oct 2010, the challenge was to push sales for the last batch of Civic Hybrid to make way for 2011′s hybrid model, Honda Insight.

Solutions
Kuala Lumpur morning traffic condition is simply awful. Driving to work is a drag; no one really likes to drive during rush hour, unless being chauffeured. Thus, the ‘Hybrid Chauffeur’ was designed to give people meaningful experience in the mornings in the Civic Hybrid. Nothing beats the real experience – we wanted prospects to experience the comfort and fuel efficiency. Most purchasing car decisions are sold during test drives, in this case, test being driven!

Execution
Honda sponsored the Mix.fm’s breakfast segment on going green for 1 month. Listeners were invited for free rides to work in the Civic Hybrid by registering and completing a slogan. Every week, Honda chauffeured one lucky winner every Friday, to and from work, for one month. The winners would experience the car first hand, and then shared these experiences over the radio. Participants were also led to an online registration page hosted by Mix.fm.

Result

• 85 entries received in 3 weeks (niche product)
• 128,935 views on Honda-Mix.fm’s page (CTR 0.17%)
• Steep hike in Google search for hybrid
• 2010’s final hybrid batch was fully snapped up; made way for 500 new Honda Insights in Dec 2010 (sold out for 2011; 287% increased)

Challenge
‘The tyranny of choice’ rings painfully true, for women facing overwhelming of 41 competing shampoo brands, each offering multiple boutiques. In addition, women were bombarded with claims and counter-claims. Although Pantene enjoyed a strong market share for its mainstream products, it was not considered solution provider to damaged hair problems.

Solutions
Women are happy to use Pantene for their hair, but when they things go wrong, a salon-recommended brand. We want to create a 14-Day-Transformation Challenge contest for women to show Pantene’s ability to answer every hair need or problem. We wanted to exhibit that Pantene heals the toughest hair problems. As part of Pantene’s “Total Care to Total Damage Care” umbrella branding, our challenge to ordinary women: Transform into healthy hair in just 14 days.

Execution
We sponsored Anugerah Skrin (ASK), for maximum glamour and exposure. We launched the challenge using social media, sponsored/branded promos and in-store materials. We had 300 contestants; 14 Finalists were chosen to blog about their hair 14-day-hair-transformation. A branded “live star chat” for consumers on television and an online ‘rank-the-winners’ contest was created to engage public participation. The challenge concluded during the live ASK broadcast, with Pantene branding as an integral part of this marquee event.

Result
Outstanding results:

• 10,000 Facebook “likes” in two months •Google search increased 23%
• ‘Live star chats’ drew 700/week for 8 weeks
• 3,527,850 impressions recorded
• 1,042,922 pageviews on microsite
• Live stream increased by 341%
• 28% of households watched ASK •Sales increased during campaign period