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The Challenges
Having seen a downturn in 2016, the beginning of 2017 continued to be a difficult period for automotive manufacturers due to factors such as rising cost of living, floods, and economic uncertainties. We needed to find a solution that could lift the stagnant monthly sales numbers for Perodua.

Insight, Strategy and the Idea
Consumer research showed that intent to purchase was highest when a consumer has visited an automotive showroom. This meant that we had to target consumers soon after they have visited a Perodua or competitor showroom in order to increase our likelihood of converting them. We negotiated with Blis, who’s programmatic platform was integrated into the Google Maps system, to specifically identify and pin locations of all automotive showrooms. Leveraging on Blis’ large pool of audience tracked via multiple networks, we were able to record not only GPS information of customers who have visited a showroom, but also the time of day and week when footfall was highest.

Media Execution
The top radio stations in each language were selected based on their listenership against our target audience, utilizing a variety of formats that included spot buys, feature branding, infozone, anchor bloc and live mentions. What differentiated this radio plan from others was the way in which the exposure was timed. Using data collated from Blis, we focused on those times when potential car buyers were more likely on to be on the road visiting showrooms. This enabled us to create better recency of exposure and top of mind amongst consumers with high purchase intent.

Results and Effectiveness
This first of its kind execution contributed to a 25% uplift in monthly sales numbers. Showroom footfall increased by over 15,000 every month. By the end of a difficult year, targets were exceeded by 15% and Perodua maintained its number one position for the most vehicles sold in 2017!

The Challenges
Malaysians love for food is legendary. Hence, the launch of Burgers and Lobsters, Café Richard and Motorino’s at SkyAvenue fits like a glove to the average Malaysian’s first love. We need to attract them to these restaurants. Deprived of locally produced content, Malaysian Chinese looked to North Asia for their entertainment needs.

Insight, Strategy and the Idea
The strategy was to fill the gap for local entertainment content using micro movies which was trending in North Asia. We found the perfect partner in MY FM as 1 in 2 Malaysian Chinese tune in to MY FM. This partnership allowed access to their stable of popular personalities.

Media Execution
A 15 episodic micro movie was produced featuring SkyAvenue’s flagship restaurants. The micro movies were strategically slotted to air at 10pm – a time when Chinese primetime drama ends on TV. Viewing was available on MY FM and the client’s social media platforms. During its on air period, activities were planned to increase engagement and interest amongst listeners. Call ins, on ground activities and additional videos featuring behind the scenes and on ground activities were produced and peppered throughout the campaign period to keep the campaign fresh in the minds of listeners.

Results and Effectiveness
An estimated 3.95 million listeners were exposed to the campaign on-air. On social media, word of the lifestyle mall reached over 7 million, with views closing in at around 45,000. Perhaps most impressive of all were the actual post-campaign findings — where considerations to visit SkyAvenue within the next 3 months following the campaign, totaled a whopping 92%! In a survey conducted by MY FM where we got over 3,000 responses
 72% and 63% heard about SkyAvenue recently from online and radio, respectively.
 70% have heard about this advertising on MY FM recently.
 92% were considering to visit Sky Avenue in the next 3 months.

The Challenges
The Flavoured milk category in Malaysia in 2018 was on a downslide with penetration declining Y.OY. Advertiser War broke out with Competitors doubling spends to fight for the depleting market. But how could Dutch Lady with half its competitor budgets ever compete for market share?

Insight, Strategy and the Idea
Solution lied in understanding our audience. We observed that while our TG Tweens dwelled in music & fashion as key interests, they stayed in silent denial of their personalities that fuels their impulsive food habits. So, we worked on the insight “Tweens learn from Self Discovery. If you force them, they won’t budge, if you make them discover it, they will OWN it” Dutch Lady devised a strategy where Tweens discovering themselves will lead to talkability lending to higher SOV & a stronger Brand Recall at POS. “Discover them, so they discover us” So for the first time in the world history, Dutch Lady took the lead to create an online Tool that allowed Tweens to discover their identity through the language they know best – EMOJIS & Music. #EmoojiKu, a fun & musical online tool using Emojis, made in partnership with Spotify identified the Tween’s state of mind & revealed the Tween’s personality by identifying with their taste in music.

Media Execution
This one of a kind tool on Spotify’s microsite, worked on an insightful algorithm Identifying Mood with the State of mind, Hairstyle with danceability & Instrument with the Genre of music. Spotify randomized this data story into a custom playlist revealing the Tween’s true identity.

Results and Effectiveness
A small step for man, a huge step for TWEENkind ! Penetration of DL flavours rocketed to +1.3p.p (6.5% Oct’18 to 7.8% Dec’18) despite a decline in category penetration nationwide. DutchLady hit the highest penetration for chocolate flavor since 3 quarters.
Source : Kantar Worldpanel, Dec 2018

The Challenges
NutriBoost is a new product concept (a drink of milk and fruit juice) which faced difficulties as the Malaysian market does not associate the combination with great taste. The task was to help Malaysians believe that NutriBoost is a delicious drink and is good for them too.

Insight, Strategy and the Idea
While Young Urban Professionals are concerned about their health, they want to fully live out their 20s and not compromise on their indulgences forcing a choice between two wants: choosing healthy snacks versus choosing tasty snacks. Enter NutriBoost a surprisingly delicious snack that addresses both the wants of these young adults, nutrition and great taste in one to suit in between meal snack cravings.

Media Execution
We turned that surprising discovery of delicious taste into a memorable soundbyte”: “WuuDapDap”, the sound you make when you consume the product (short for wuu = woohoo!, dap 2x = sedap (delicious)), and activated it as a jingle everywhere our audiences are: on Facebook, Instagram, YouTube, OLV networks, Joox, and Spotify while on the go between meals, in relevant physical cinema & MBO, 7Eleven, & MyNews on screen and whenever they open the fridge door to pick out a product, and even while intransit inside Grab cars with incar tablets or at LRT stations with sampling booths, passengers were reminded of the WuuDapDap message. And finally, we encouraged consumers to ‘Shazam’ the WuuDapDap jingle which was airing on every platform, through an audio fingerprinting app that helps consumers find songs based on short sound bites, to redeem their free bottle of NutriBoost, completing the audio centric rhetoric to our audience.

Results and Effectiveness
1) 83% of people who Shazamed our jingle registrered within the same day
2) Google BLS measured +50% brand awareness
3) Brand Awareness: +11
4) Great Tasting +60
5) Healthy Beverage Option +54
6) Nutritious metric +50
7) 86% of trialists became NutriBoost drinkers (repeat purchasers)

The Challenges
Hard times force us to make changes. Malaysia’s economic challenges – tougher rules on hire purchase loans, and a weaker job market – have persuaded many families to postpone buying a new car. As a result, the average age of the cars on the road has increased. But it’s no surprise to find that car oil changes are being missed – after all, car oil is a low involvement category, so inertia and apathy are typical. Even Shell Helix, the number 1 preferred car oil brand in Malaysia, was suffering, with usage in decline.

Insight, Strategy and the Idea
Ramadan itself possess challenge from media perspective: too much clutter on air waves and limited retention of consumers. Also, the traffic jams are a much bigger reality during those thirty days and the time spent in car increases considerably. The idea was to use that “in car moment” with a twist.

Media Execution
We have partnered with Astro; and gave them an unusual brief to utilize their Radio Data System; which they were not aware of. RDS is a communications protocol standard for embedding small amounts of digital information in conventional FM radio broadcasts. It is the digital signals that help you see the channel name on your car radio e.g. ERA FM or MY FM. This small piece of text gave us the opportunity to break the clutter on audio waves during Ramadan. We promoted our national consumer promo throughout the month “VISUALLY” across the cars in Malaysia at the premium real estate of car dashboards. The final catch: We negotiated this idea with Astro as value addition because it was our idea; and later they can commercialize it with other advertisers on the visual inventory they never thought they had.

Results and Effectiveness
Volume increase +2% Oil changes redemption +7,565 (highest ever) Shell Helix remains the no. 1 brand in Malaysia