Archives




2017 | |

The Cookie Guy Lines Up

Advertiser: Mondelez Malaysia
Brand: Chipsmore
Creative Agency: -
Credits: -

The Challenge
Chipsmore was bringing its ‘Cookie Guy’ character to Malaysia to drive up appeal of the brand among a young adult audience. The challenge was to cut through the everyday noise that young people go through and make Cookie Guy top-of-mind.

Insight, Strategy and the Idea
We knew from digital media research that Malaysia was among the top 10 smartphone penetrated (80%) markets in the world, with a whopping 81% of them spending time on messaging apps. Our strategy was to embed the cookie guy in a messaging app environment.

Media Execution
We leveraged a partnership with LINE to insert the branded Cookie Guy into everyday conversations on LINE. We created a dozen witty lighthearted ‘Cookie Guy’ character stickers to reach the 3 million LINE users in Malaysia. Chipsmore also created an advertiser page on LINE which allowed users to follow the brand and get updates on Cookie Guy. With this branded integration, we drove brand distinctiveness with a relatable and enjoyable new character that gave Malaysian youth a sense that Chipsmore was a brand that understood them.

Results and Effectiveness
The campaign garnered a total of 36,000 fans in a period of 60 days. A total of 121,888 total stickers were used during the campaign period with 25,423 downloads. Chocolate chips became a common tool in the humor of cookie guy, and as a result Chipsmore stood out more in its ability to claim the imagery of having “great chocolate taste”. Ads with the cookie guy achieved above norm recall and drove Chipsmore to have the highest unaided awareness in the sweet biscuits category (87%). With the presence of Cookie Guy in the market, Chipsmore managed to garner 24.4 million value in sales during the campaign period from June to September 2016.

2017 | |

Two Dudes and a Kitchen

Advertiser: IKEA Malaysia
Brand: IKEA Malaysia
Creative Agency: -
Credits: -

The Challenge
Women belong in the Kitchen. Now, it is also true that Men, belong in the Kitchen. Men spend a lot of time in the kitchen but marketing to them is not easy as content in this area is always made for Women. IKEA Kitchen will be the first brand marketing specifically to Men!

Insight, Strategy and the Idea
There is actually a good mix of male and female shoppers who frequent IKEA showrooms. At the physical showrooms, they get inspiration. But, 9 out of 10 times, men are ‘dragged’ to IKEA by either their wives or girlfriends. Why? Because Men rather spend time watching TV at home. So, instead of selling our kitchen to men during their visits to IKEA, why don’t we sell to them via good old-fashioned TV? In their own comfort zone, they learn and discover the secrets of the IKEA Kitchen. We worked with TLC to co-create a program called 2-Dudes and a Kitchen. Made by men, for men.

Media Execution
The program, is 2000% manly, 3000% macho. IKEAKitchen, the MANLY-THEMED edition was brought to our screens for the very first time to Malaysian TV!. We started with an episode named GOAL, talking about prepping food for a football night with boys. ‘Post Workout Cravings’ featured healthy workout meals. ‘May the food be with you’ theme featured food men can easily prepare for a movie marathon night. 8 special webisodes debunked the mystery on IKEA cooking gadgets women buy but men never saw the need for. Enlightening for men indeed. At IKEA Showrooms, engagement was crafted just to address the typical male questions around Kitchen applicance to make them at ease.

Results and Effectiveness
2-Dudes & a Kitchen delivered +39% viewers on TLC during premieres with PR valued at RM1, 380,000. Footfall increased 18% on the event days! METOD Kitchen consideration increased about 6%!

2017 | |

World’s First Gargle Orchestra by Listerine

Advertiser: Johnson & Johnson
Brand: Listerine
Creative Agency: -
Credits: -

The Challenge
Malaysian mouthwash penetration declined 20% in 2016 from 23.3% in the 2015; Listerine, the category leader needed to urgently arrest the decline. However, consumers didn’t perceive mouthwash as essential to their oral hygiene. In face of ever increasing competitor and continuous decline our challenge was to drive brand relevance.

Insight, Strategy and the Idea
To drive category/brand relevance we needed to shift from typical functional messaging of TVC which showcased 99.9% germ killing power, fresh breath, oral hygiene etc, which had become category generic. Agency recommended changing the category narrative & contextualising Mouthwash in everyday life to drive relevance. To differentiate and drive strong product usage we focused on a singular aspect of Mouthwash usage “GARGLING”. Our campaign idea was rooted in MUSIC, the biggest passion point for Malaysians across ages, thus we launched World’s First ever GARGLE ORCHESTRA, A Symphony of musical notes produced while gargling with Listerine.

Media Execution
To engage consumer we followed the typical ropes of music industry & added a bit of drama and mystery. We teased consumers with video with JinnyBoy and Reuben arguing about the possibility of Gargleorchestra, the video felt genuine and viewers were seriously concerned. As conversation picked steam, Jared released video asking viewers for support. The buzz around Listerine’s gargleorchestra reached crescendo and as it peaked we launched WORLD’S FIRST GARGLE ORCHESTRA. The video featured our Social Influencers creating music as they gargled with Listerine bottle as their instrument. Such was the reception that soon consumers demanded gargleorchestra versions of BrunoMars & TaylorSwift. We responded in affirmative and invited consumers to submit their own version. Thus Listerine changed the category dynamics and shifted the conversations from functionality to lifestyle based messaging.

Results and Effectiveness
The GargleOrchestra reached 6.7 Million consumers in Listerine’s TG, garnering more than 1.6Million organic views with unprecedented buzz. The brand sales increased by 2%.

2017 | |

“Kuasai iMAMEEginasi” with Mamee Monster Biskidz

Advertiser: Mamee Double Decker
Brand: Mamee Monster Biskidz
Creative Agency: -
Credits: -

The Challenge
Being a late entrant in an established market, it is difficult for MameeMonsterBiskidz (MMB) to steal share from the household biscuit players in the market.

Insight, Strategy and the Idea
Kids nowadays have very short attention span. But that changes if there is a character they love very much. Stop, Look and Repeat. We needed to find something that resonates and give them excitement. When a certain EjenAli popped onto our screens, we spotted a rising star and the magic began. Witty smart leading character EjenAli was a perfect match for our witty fun MMB.

Media Execution
Working closely with MediaPrima, “Kuasai iMameeginasi” contents were crafted with MMB and EjenAli solving challenges together using their wits. Every bite of MMB leads to an A-Ha moment, along the lines of EjenAli cartoon within 10sec and 30sec contents. Leveraging on topics related to kids; school bullies, badminton and mathematical question, MMB add exciting twists to the common problem-solving via EjenAli’s world. In parallel, PSA was developed to educate kids on cyber safety. Quick top-of-mind interactions were placed before and after every episode is aired. Specially designed MMB suits, power-ups and MMB’s World incorporated in EjenAli app game further establish “Kuasai iMameeginasi”. The MMB-EjenAli campaign redefined content by showing the impact of collaboration with the right IP.

Results and Effectiveness
The brand took a dominant position with 38% sales growth. Overall media delivery was 13% over target, reaching out to 2.8 million kids in Malaysia. Brand consideration increased 42%. 650K downloads for the app game, with an average growth of 1.5K per day. Per user recorded an average of 1.5 sessions per day with each session lasting up to a staggering 567 seconds per user!

2017 | |

The Return of Amigo

Advertiser: Mamee Double Decker
Brand: Mister Potato
Creative Agency: -
Credits: -

The Challenge
MisterPotato needs to evolve its one way communication with consumers or risk being forgotten very quickly.

Insight, Strategy and the Idea
The better brands are at engaging consumers, the more loyal consumers will be. To ensure we retain our No.1 position, MisterPotato needed to take its brand strategy to the next level. We decided to humanize the brand by bringing MisterPotato’s character to life. MisterPotato is portrayed as a friend or a companion rather than just a brand that consumers see on packaging. We crafted a story that MisterPotato being away from his motherland and now returning to Malaysia on his #KitaKawanKitaAmigo quest to rekindle long lost friendships. This is to subliminally remind our consumers they are not forgotten. #KitaKawanKitaAmigo is a campaign about friendship where we show consumers there is a real amigo friend behind every canister of MisterPotato.

Media Execution
We worked closely with Astro to produce “KitaKawanKitaAmigo” content across TV and Online. This allowed us to leverage on their celebrity hosts to help with MisterPotato’s mission. We kicked start with award winning TV hosts; Nabil and Neelofa teasing audiences about their mysterious amigo friend who is returning to Malaysia. They even put on a moustache, sombrero and poncho on “Meletop” creating infectious laughter. Picking up MisterPotato from KLIA, the humorous ride with HarithIskandar was featured on “ObviouslyHarithIskandar” web exclusive. MisterPotato’s unannounced live appearance during “HLive” and “Meletop” surprised his celebrity friends; creating special engaging moments of friendship. The same content was streamed online. Scenes of “KitaKawanKitaAmigo” where MisterPotato reconnected with friends include cooking sessions, playing football, flying kites with neighbourhood kids and enjoying durian were aired across screens.

Results and Effectiveness
• 516,000 FB reach • 246,000 video views • 175,000 social engagements • 2,900% lower CTR than industry benchmark • resulted in 70% campaign awareness. Humanizing MisterPotato had successfully secured RM28million in sales during campaign period.