Archives




2010 | |

The Ultimate Fit

Advertiser: Levi’s Strauss
Brand: Levi’s Curves
Creative Agency: -
Credits: Liew Meng Yee (Media Group Head), June Tan (Media Planner)

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2010 | |

Greatest Love of All

Advertiser: Healthy World Lifestyle Sdn Bhd
Brand: Ogawa
Creative Agency: -
Credits: Chan Yuet Wah (Senior Planning Director), James Wong (Manager, Communications Planning), Mimi Ng (Senior Media Executive), Siar Siew Ling (Buyer)

RAD - Greatest Love of AllChallenge
While Ogawa is a household name in health and wellness, they have to continuously forge their way through intense competition, especially during special occasions such as Mother’s Day. When all and sundry go to town in an outpouring of love, Ogawa must stand well above the crowd.

Solution
In a filial society such as ours, Mother’s Day is a popular occasion where families and children demonstrate love and gratitude for their mothers. But beyond physical demonstrations of love, how does one articulate this love? For tongue-tied Malaysians, Ogawa provided a custom-made Greatest Love Hits CD as a means of expressing one’s love for Mum via meaningful dedications that were pre-recorded with appropriate songs.

Execution
By partnering with high reach radio station, MY FM, Ogawa managed to create a unique Love FM experience to raise their awareness during this period. The love buzz was amplified when the Love Crew, the station’s team of cruisers and DJs drew in the crowds at the product demos, where the Greatest Love Hits CD of love songs and dedications was given out with Ogawa purchases.

Result
The love-o-meter went through the roof with 12.3% sales that exceeded expectations. The CD became a hit as it was a highly requested Gift of Love. Additional copies were requested by the outlets even after the promotion, and love resonated for months after.

2010 | |

Xpax Spreads Jungle Fever

Advertiser: Celcom Mobile Sdn Bhd
Brand: Xpax
Creative Agency: -
Credits: Liew Soo Ken (Senior Planning Director), James Wong (Manager, Communications Planning), Amiey Said 
(Media Group Head)

SPON - Xpax Spreads Jungle Fever

Challenge
How to reach your market when ATL isn’t an affinity channel, especially amongst youths? That is the question asked when trying to penetrate the media dark market, East Malaysia. We needed a strategy to get into the blood stream of the youth and strengthen Xpax’s widest coverage proposition.

Solution
What better way to reach them than to play to the beat of their pulse: music. Youths are constantly craving activities that fuel their senses and pump their adrenaline. And one of the more popular weekend-party-getaways is the Rainforest World Music Festival – three consecutive days of feverish partying with the latest in fusion music: a collaboration of tribal sounds with electro beats.

Execution
The Xpax Rainforest Music Festival fever spread to these party-goers the minute they arrive in East Malaysia, with prepaid pack offers, etc. The journey to the venue was infected with the colour purple. On site, an incubation centre, the Xpax Sonic Village, featured an array of activities: music workshops, chill out areas and nights of endless music further injected the fever through broadband connections and content downloads, emphasizing Xpax’s widest coverage proposition.

Results
The fever was epidemic! Usage peaked during the event: 15% more prepaid reloads were sold compared to the average sales week. Youths spread the fever to their friends, resulting in an 8% conversion to Xpax. More importantly, Xpax’s widest coverage proposition is now firmly in the minds of youths.

2010 | |

Bangladesh Calling

Advertiser: Celcom Mobile Sdn Bhd
Brand: Celcom Sukses
Creative Agency: -
Credits: Liew Soo Ken (Senior Planning Director), Amiey Said (Media Group Head)

SB - Bangladesh Calling

2010 | |

Who do You Want to Unbutton?

Advertiser: Levi’s Strauss
Brand: Levi’s 501
Creative Agency: Liew Meng Yee (Media Group Head), June Tan (Media Planner)
Credits: -

MAG - Who do You Want to Unbutton?