2010 | Gold | Best Use of Branded Content on TV
Advertiser: Telekom Malaysia Brand: Telekom Malaysia Creative Agency: - Credits: Ramakrishnan C.N. (Director), David Fu (Head of Interactive), Jane Chong (Media Manager), Hanim Mazam (Media Planner), Gurpreet Singh (General Manager), Stephanie Chin (Head of Operations), Lim Nian Shan (Senior Media Buyer), Alicia Boey (General Manager, Telekom Malaysia)
TM was heavily losing relevance among the Alpha Youth and there was an urgent need to refresh itself. TM challenged us to seed their branded song, “Through My Window”, amongst the youth and lure them to the biggest street youth Karaoke party in the country.
We understood that Mystery stories are key source of thrill for the Youth. They are also crazy and very factional when it comes to their love for pop icons. We decided to use these sentiments by triggering a mystery, setting up a debate and getting multiple youth singing icons to create their interpretation of the song. Hence, getting the entire youth pop factions rally around a single song and urged them to create their own.
We engaged them in 3 phases:
Trigger: Story of a mystery song was strategically planted in mass reach mediums.
Amplify: Introduced multiple branded celebrity music videos to show how the song has caught on by their respective Rock and Pop icons. Integrated the song into 8TV’s branded youth program promos.
Participate: Got the youth to karaoke in Cinemas and via mobile karaoke cruisers, culminating in Malaysia’s Biggest Karaoke event.
Over 7,500 user generated audio/video mashups around the song, generating over 2 Million views on Youtube and more than 5 million online mentions. The song became a hit on music shows. The media-value created was 9X the investment. Youth Brand Loyalty scores of TM went up by a whopping 22%.
2010 | Silver | Best Use of Branded Content on TV
Advertiser: Nestle Products Sdn Bhd Brand: PURINA FRISKIES Creative Agency: - Credits: Angelina Lim (Executive, The Exchange) Yoong Kah Lai (Senior Executive, The Exchange), Allison Chin (Director, The Exchange), Cindy Chia (Director, Client Leadearship), Nestle Products Sdn Bhd Malaysia
Cat owners have a habit of feeding their cats leftover food scraps, but Friskies knows that this isn’t good for cats! Friskies wants to purr-sue the mission of changing cat owners’ habits by tangibly demonstrating how Friskies can enhance and improve their cat’s well-being.
Research showed a high correlation between cat lovers and lovers of reality shows. Cat lovers tend to develop strong emotional attachment, and so they get easily hooked on drama and character development of reality shows. This inspired us to create Malaysia’s first ever PET reality show, the purr-fect branded content solution that gives us the platform to educate and entertain cat owners.
We recruited contestants aspiring to become excellent cat owners and gave them a challenge: Nurture a stray cat back to purr-fect health! To win, contestants compete for the votes of panel experts and home viewers by completing weekly challenges that test their knowledge and ability on grooming, health checks, nutrition and feeding. Week by week, viewers delightfully enjoy witnessing the cat’s positive transformation, from frail to energetic, through a Friskies diet!
The programme ranked amongst the nation’s top reality shows, cat-alyzing rave publicity from blogs to talk shows, and winning over many hearts. Volume sales catapulted 26% within the first two months of campaign.
2010 | Bronze | Best Use of Branded Content on TV
Advertiser: AirAsia Bhd Brand: AirAsia Creative Agency: - Credits: Darren Yuen (Group Account Director), Maggie Chong Cheah (Media Director), Doreen Teh (Media Planner), Wong May May (Senior Media Planner), Elaine Tan (Media Buyer)
AirAsia became only airline in the world with the largest connectivity to destinations in China. The main cities like Shanghai and Beijing always take the cake, but low awareness of other states & provinces in China was something that needed addressing. Business wise, load and revenue achievements needed a boost.
The Chinese population in Malaysia are very interested in China as a destination, with very few knowing what really to do or expect of Greater China. Content was scarce and scattered, so when no other content exists, create your own. AirAsia set out to create their own travel documentary, with an 8 episode customized documentary featuring the destinations they cover, aired on FTA TV for all to experience what the various cities in China offered.
From collaborating with Media Prima to engaging a production house directly, the team set flight to conquer China and uncover the extreme beauty of this country on 8TV. By understanding the target audience viewing habits, the time slots allocated for airing these documentaries allowed us to reach them efficiently and effectively. 8 customized documentary episodes was developed, and aired over 8 weeks. This paved the way for us to “fish where the fish are”.
Overall average increase of 12% in load factor, and 16% in revenue for all China destinations over the same period. Overall awareness of other destination such as Chengdu (+32%) and Shenzhen (+26%) saw a remarkable increase from an internal online survey conducted after the airing of the documentary series.
2010 | Finalist | Best Use of Branded Content on TV
Advertiser: Cerebos (M) Sdn Bhd Brand: BRAND’S Essence of Chicken Creative Agency: - Credits: Gurpreet Singh (General Manager), Chew Kagee (General Manager), Chai Yen Yen (Associate Director), David Fu (Head of Interactive), Farriz Yousof (Senior Media Buyer), Yaw Sook Yin (Media Manager), Hanim Mazam (Media Planner), Koh Joo Siang (General Manager, Cerebos (M) Sdn Bhd)
BRAND’S Essence of Chicken was considered as a traditional, Chinese health medicine that eager, Chinese moms forced upon their children during exams to increase mental alertness. To avoid saturation, it urgently needed to reposition itself as an everyday, lifestyle, Malay, YOUTH brand.
Current youth generation in Malaysia has very different needs and culture compared to previous generations. They consume media with low attention and avoid advertisements. We decided to connect with them through Pop Culture, and not a 30s TVC. First, we gave them an expression that only belonged to them. We started a movement called “Generasi-Hebat” (Generation-Fab). The song “Juara” (Champions) was sung by Malaysia’s 5 hottest reality stars and became the movement’s anthem.
Besides airing the “Juara” Music Video on TV, we showed footages of “The-Making-Of Juara” Music Video on youth entertainment programmes such as Melodi, 8tv Quickie & 8e-news. We got the singing icons on these shows to talk about what being a part of “Generasi Hebat” means to them. On Astro, “Juara” was played on a popular Music Video belt where viewers were prompted to download the song as ringtones.
It’s facebook of more than 16,478 fans are 80% Malays. 80,000 video views online. 974,003 Yahoo Search results for “Generasi Hebat”. “Juara” was a Top 10 requested song on Hot.fm. 8tv, viewers voted it the Top Youth campaign. 15% sales growth.
2010 | Finalist | Best Use of Branded Content on TV
Advertiser: Unilever (Malaysia) Holdings Sdn Bhd Brand: Sunsilk Creative Agency: - Credits: Shankar Rajagopal (Director), Cheng Lin Nah (Manager), Anne Leow (Manager), Looi Yew Mun (Senior Executive), Caryn Hon (Executive)