Archives

The Challenge
Just like the fireworks on Merdeka eve, Malaysians look forward to the PETRONAS TVC when August comes. However when it comes to digital, content made for TV does not have strong traction.

Insight, Strategy and the Idea
INSIGHT : 59% users ignore or skip advertisements online. While TV is still strong for TVC, branded content works best for digital. IDEA : What if we evolve our TVC content into a branded content for digital? STRATEGY: In the spirit of Merdeka, we created a dual content campaign that crosses over from TV. Instead of working with a creative agency, we crowdsourced the idea. The netizens created their take on what the TvC means to them. A spinoff video was created and later shared on their social media. The outcome is specially made digital content that will conquer digital space parallel to TV domination.

Media Execution
20 Malaysians from various demographics were recruited. Inspiring personalities from NGO leaders, athletes, musicians, retirees, single parents and people with disabilities who represented the spirit of Merdeka. The TVC spin-off video showed them sharing their wishes for Malaysia. The result was 2 minutes of unscripted, of the cuff, raw and honest wishes for the country. The netizens themselves worked hard to share the video. We used Tv3’s highest rated entertainment and lifestyle shows for reach. OneFM, Hot and FlyFM shared out it on their digital network. Later, Says and PenMerah picked up the content.Free PR buzz was created by the movement as well creating word of mouth.

Results and Effectiveness
• Overall Merdeka campaign reached 11million Malaysians • Campaign impression 88.9million. 13% increase YoY. • A staggering VTR of 67.95% • 13% increase in subscribers considered very high for a non-entertainment/news YouTube channel. • An astonishing 743 User generated content received during the campaign • Free PR worth more than 750,000 and the campaign was covered by all key medias

The Challenge
Science just wasn’t cool enough! Since 2008, Petrosains the Discovery Centre established by Petronas had launched a nationwide inter-school science show competition but it lacked awareness and excitement amongst our core audience “aspiring school students”. The challenge: HOW DO WE MAKE SCIENCE A PART OF POP-CULTURE

Insight, Strategy and the Idea
Malaysian Kids were thrilled by Arts education because it was hip & trendy. Science Education in schools lacked excitement and relevance to everyday life. On the contrary, scientific discoveries and facts were widely discussed amongst school kids. However, Kids were more interested in knowing facts about things around them like why Mountains in Sabah have a different colour than KL. The agency decided to fuse drama and localisation in scientific education and created the first ever Science travelogue in Malaysia. We shifted the focus to ARTs in science to make it more popular and positioned the content as THE ART OF SCIENCE amplifying the drama that Science creates in our lives.

Media Execution
Our program was carefully crafted with Astro TVIQ, a branded content reality show. Each episode championed the participants themselves where we fused arts with science. We added glamour to the competition and inspired our target audience with the idea of “Zero to Hero” with help of science. Each episode was focused on scientific realities about their state stiring excitement amongst the local kids. Show was broken down into 5 episodes -30 minutes each. We strategically broadcasted the show during the Nov-Dec’16 school holiday season to gain more viewership. We captured every emotion, challenge & hard work that the school students had to go through in the competition.

Results and Effectiveness
• Became the No.1 Science program on Malaysian screens. • Reached a total of 2 million television viewers • A massive ROI of 20.5 • Association with Youth increased by 11% • PETRONAS as an innovative brand went up by 8%

The Challenge
Galaxy Note5 Pink is the latest addition to Samsung’s flagship brand. Targeted at Malay female millennials, it’s positioned as device that harmonizes style and productivity. The challenge? Give them a reason to buy a new ‘old’ phone.

Insight, Strategy and the Idea
The Malay-nials have very distinct character traits: Family oriented Celebrity-crazy Purchases made on emotional reasons Around the same time, four of Malaysia’s top celebrities announced plans to get married. Shaheizy Sam to Syatilla Melvin, and Anzalna Nazir to Hanif Zaki. We congratulated them, and invited ourselves (and Galaxy Note5 Pink) to their wedding! They agreed and the proposition literally wrote itself: Pink makes everything bright and beautiful

Media Execution
Malay weddings are always a grand affair. Between celebrities, it’s a little grander than usual. We partnered with TV3 and TV9 to create exclusive branded content. Mahligai Cinta or Love Mansion covered every tiny detail of the grand event. (The theme was Pink, of course). Note5 Pink was prominently featured throughout. Shaheizy Sam took notes, pictures and videos with it. Shared on social media, the pics and videos effectively demonstrated the phone’s crystal clear quality. Both weddings were broadcasted live on Melodi. For the first time, TV3 provided live updates on their FB page- coupled with creative product usage shots. Brand capsules showed the happily wedded pairs using the phone. The 4 love birds were also featured in Nona, wedding shots creatively assimilated with product usage.

Results and Effectiveness
The 4-episode Mahligai Cinta reached 5mil viewers across 2 weeks. TV3 and TV9’s Facebook page recorded 34mil collective impression on wedding days. Social media postings delivered a phenomenal 2.3mil impression in just x hours. Sales of Note5 Pink exceeded targets by 13%. Limited-edition promotion bundle with Gear S2 sold out in less than a week.

The Challenges
Sellers growth for eBay have been slow. With the continued growth of other e-commerce giants, eBay’s new features helping merchants to sell more go unnoticed and hence Sellers think it’s harder to sell on eBay than on other platforms. We needed to change that. Fast.

Insight, Strategy and the Idea
The Sellers market just doesn’t have the patience for tutorial videos. Its either too long, or they don’t quite have a clear grasp of the language to be able to sit through the tutorials. We needed to get them to unlearn and relearn in the shortest time possiible. Our strategy is simple: Give sellers a QUICK WIN with our educational content. Not just through communications but also through the medium of our campaign. Everything has to be quick and easy. The idea was to REINVENT TUTORIAL VIDEOS into a snappy, entertainment platform with all tutorials being less than a minute!

Media Execution
We produced a series of pocket content on achieving the sellers’ dreams within 4-steps. Within these 4-steps, we demonstrated snapshots of eBay’s tools and website features helping the sellers get richer! We showed them the dream from: [1] 4-steps to getting rich quick [2] 4-steps to becoming your own boss [3] 4-steps to be a baller These tutorial videos were released on social media & online video sites, where sellers were searching for tutorial videos. We went further and expanded our content into bite-sized social images, We built our social pages into a seller education community, cranking out content every week on trending items to sell, business tips from real-life successful Malaysian eBay sellers, and even more snapshots of the website’s feature for sellers!

Results and Effectiveness
KPI was for +40% YoY growth of new sellers. We overdelivered with +71% YoY growth instead! We reached out to 7.5Million sellers. View-through rate of our videos went up to 38% (industry benchmark 17%). Generated 21,941 seller traffic to the website.