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Challenge
CIMBBank launched the nation’s first FOREX ATM, where would-be travelers could withdraw up to 8 different currencies 24/7. As no other banks in Malaysia have such innovative and forward thinking service, we saw this as an opportunity to claim our territory. But how do you do so with only RM80k?

Solutions
Travelers are always on the look-out for travel information. They constantly seek for inspirations on where to go next. Even to those who do not travel, travel tales catch their attention too. Tapping onto this insight, we collaborated with TheSun to integrate our theme into their on- going travel column. Each article during the campaign was to be dedicated to the countries which currencies were offered by our FOREX ATM’s.

Execution
One whole tabloid page was customized to launch the biggest financial service innovation! We used captivating headlines to draw travelers’ attention to the page and our message. “The Lure of San Francisco” article was paired with an ad highlighting USD, “The City that Never Sleeps” was the headline for Hong Kong Dollars and the stories went on. Visually, we ensured colours used in the headline links through to our ad, bringing a seamless integration.

Result
Using 15% less than the original budget (from RM80k to RM65k), we owned the travel column for 2 months, fully allowing us the opportunity to announce about the nation’s first ever FOREX ATM. This translated to 182% media value vs. the actual spends that was seen never before!

Challenge
With just one week before the first-ever launch in Malaysia, the challenge of gathering a crowd to queue for the store opening was still in suspense. Thousands of comments were flying around in cyberspace and social networks about Uniqlo’s imminent store opening. But will they actually turn up in person?

Solutions
Radio is a high affinity medium amongst our audience and in this last mile of countdown to the event of the year; we had to ensure the heat was on! Using radio as the springboard, we spun a strategy which made the un-cool practice of queuing up… cool! Ultra cool DJs were handpicked from top radio stations to lead the ‘movement’. The biggest live show to go on air was about to begin!

Execution
One week prior, DJs introduced Uniqlo on air during the most popular radio shows in town! They also drove listeners online to interact with the brand. The night before, selected DJs were chosen to model Uniqlo clothes at an exclusive pre-opening party. On the opening day itself, HitzFM led the countdown to the store opening “live” whilst MyFM broadcasted “live” from within. By turning DJs into Uniqlo’s biggest fans, they led the Uniqlo revolution.

Result
A world record was achieved. Some 500 people actually started to queue from the night before! Malaysia’s queue of 5,630 surpassed Taiwan’s 2,500, Moscow’s 1,500 and New York’s 2,000, making the Uniqlo Malaysia launch the MOST successful Uniqlo opening in the world… ever!

Challenge
Number of clicks achieved in an online campaign does not necessarily reflect campaign success. The higher the investment, the more clicks will be generated. Whereas interaction time on a banner ad gives real indication of engagement and trust. We were challenged to beat the industry average rate of 2.5%.

Solutions
Insights revealed that urban professionals are constantly curious or worried about their future especially in areas such as money, career and relationship. Paul, the World Cup match predicting octopus, became an overnight sensation. We saw the opportunity to leverage on Paul’s popularity to our advantage by associating CIMB Clicks’ mascot, Octo, as Paul’s cousin. Octo too had fun fortune-telling insights but specialized in the areas of money, career and relationships.

Execution
We needed to act fast whilst Paul was still a hot sensation. Cutting short the planning phase of a usual 4 weeks period, a plan was constructed, put forward to CIMB and launched in only 4 days. Rich media banner buys enabled our audience to interact and allow Octo to predict a little “future” for them. They could even choose how far ahead they wanted Octo to predict, generating high levels of engagement.

Result
Clicks Octo gained instant stand-out through this unique association with Paul. Double Click’s benchmark report states the industry average interaction rate as 2.5%. Clicks Octo achieved an interaction rate of 16%, a whopping 6.4 times higher! Could you have predicted that!

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Challenge
Mamee Monster is a popular kids snack. However, with increased competition; driving purely awareness is no longer sufficient. The mission : to strengthen emotional attachment with kids. Hence we sought to use branded content to solve the affinity problem for Mamee monster. The question was “what to use” and “how”?

Solutions
Cartoons are entertaining and very real in the eyes of any child. So we embedded our mascot into an animated series and made him the hero. FIT- “Bola Kampung” had the perfect strategic fit; promoting fun, adventure and friendship. MameeMonster blended naturally into the story. FOCUS – We sought engaging interactions. With specially crafted placements of our mascot, the brand became alive and loveable. FAME- Programme promos and series reached over 80% of all kids.

Execution
Instant FAME was achieved when our mascot came alive in Bola Kampung. He cleverly jumped out of the packaging and became part of the program, appearing in scenes with high kids affinity; toys, hot air balloon, snack food stand, t-shirts, etc. In each of the 26 episodes, our mascot made numerous scripted appearances to keep interest high. When he played football with lead character, Iwan, we knew we won the kids’ hearts.

Result
Our hero in Bola Kampung was a surreal solution to a real problem! Kids’ affinity was hugely positive and awareness increased. Media ROI was 1:6. More importantly, branded content’s engagement value was 3 times higher than what were achieved via spot buys alone. Market share was up 2 percentage points.

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Challenge
CIMBBank launched the nation’s first FOREX ATM, where would-be travelers could withdraw up to 8 different currencies 24/7. As no other banks in Malaysia have such innovative and forward thinking service, we saw this as an opportunity to claim our territory. But how do you do so with only RM80k?

Solutions
Travelers are always on the look-out for travel information. They constantly seek for inspirations on where to go next. Even to those who do not travel, travel tales catch their attention too. Tapping onto this insight, we collaborated with TheSun to integrate our theme into their on- going travel column. Each article during the campaign was to be dedicated to the countries which currencies were offered by our FOREX ATM’s.

Execution
One whole tabloid page was customized to launch the biggest financial service innovation! We used captivating headlines to draw travelers’ attention to the page and our message. “The Lure of San Francisco” article was paired with an ad highlighting USD, “The City that Never Sleeps” was the headline for Hong Kong Dollars and the stories went on. Visually, we ensured colours used in the headline links through to our ad, bringing a seamless integration.

Result
Using 15% less than the original budget (from RM80k to RM65k), we owned the travel column for 2 months, fully allowing us the opportunity to announce about the nation’s first ever FOREX ATM. This translated to 182% media value vs. the actual spends that was seen never before!