Advertiser: HSBC Bank Malaysia Bhd Brand: HSBC Amanah Creative Agency: - Credits: Farah Fauzana (Senior Executive), Yuanne Lau (Business Director), Cassy Liew (Executive), Mohd Khairi (Executive)
HSBC’s premier image has led many to perceive it as an unapproachable international bank exclusively for rich Chinese. HSBC’s new entity, HSBC Amanah, needed to reach young affluent Malays in the competitive Islamic Financing category, and improve brand imagery as the bank that empowers customers to uncompromisingly achieve ambitious dreams.
Financial topics aren’t popular amongst our young target audience, but talkshows resonate well with them. So we customized the first LIVE talkshow on TV3, “Ally”, hosted by Ally Iskandar. Ally himself personifies empowerment with this breakthrough opportunity to host a self-named LIVE talkshow. “Ally” engaged with potential customers on-air and online, bridging brand to consumer through this 13-episode platform for the public to discuss lifestyle, cultural and financial trends.
“Ally” encouraged our young, affluent audience to voice out opinions on ongoing hot topics. Our 3-minute branded segments weaved in HSBC Amanah’s financial tools and benefits, where Ally educated friends and fans weekly. Ally also endorsed products and services through TV branded capsules, reinforcing affinity with an empowering persona. Online social media connected audiences with the brand through Ally’s blog, station’s “Catch-Up TV” and an online poll on personal financing habits.
“Ally’s” rating peaked at 12TVR. “Catch-Up TV” attracted 645,281 viewers, CTR to HSBC’s website more than doubled industry standard. Brand Health Index improved by 6%, product sign-ups surpassed target by 77%. The campaign won global HSBC’s “Marketing Campaign of The Year 2009”.
Advertiser: F&N Dairies Sdn Bhd Brand: Ideal Creative Agency: - Credits: Fong Pei Shih (Media Director), Vincent Ong (Media Manager), Sally Lai (Media Planner), Sabrina Yap (Media Planner), Joselyn Sie (Product Group Manager, F&N Dairies), Cindy Ng (Senior Manager, F&N Dairies), Jackie Loo (Assistant Brand Manager, F&N Dairies)
With more people choosing alternatives to evaporated milk, stagnant sales for IDEAL weren’t a surprise. Even the strong affinity that was built with our target was beginning to fade. A strategy was needed to revive the brand by offering a new purpose, expanding the current product usage to push sales.
IDEAL Selebriti Chef – a branded reality cooking program – was created to discover IDEAL chefs from ordinary but aspiring housewives who indulge in cooking.
The program challenges the contestants to create new recipes using IDEAL evaporated milk. To glamorize the entire project and entice more participation, the winner will be IDEAL’s Selebriti Chef and will appear in IDEAL advertising and promotional activities and have a recipe book published under his name!
Produced with TV3, 8 inspirational episodes that illustrated IDEAL recipes creatively, to introduce the audience a fresh original way to tantalize the taste buds and yet, being simple enough to be used in everyday lives. IDEAL’s versatility was showcase, strengthening its association with daily kitchen indulgences. To add a glamorous touch, a celebrity chef host and judge were featured that sealed IDEAL’s premium image.
Ideal Selebriti Chef had the highest TVR amongst all other branded reality cooking shows (Malay MWH HHI 2k+) and 25% higher ratings than award-winning “KisahKaisara”. Its final episode garnered 42% viewing share against all other Malay stations! Sales experienced double-digit growth in 6 months. IDEAL share-of-market (SOM) increased by 1% point.
Advertiser: L’Oreal Malaysia Brand: Maybelline Creative Agency: - Credits: Kerri Lim (Group Account Director), Shirley Toong (Group Media Director), Rafeah Siron (Media Planner), Christabe Fernandes (Account Manager, McCann Erickson), Sasi (Momentum), Lam Swee Kim and team (General Manager, Media Prima 8TV)
Maybelline’s brand of New York Chic seemingly owns universal appeal but suffered a lack of relevance and perceived achieve-ability among young Malaysian female consumers. Consumers were opting for home-grown brands that they were able to associate better with like Silky Girl. Maybelline needed to regain its ground with its consumers.
Research showed that while consumers love aspirational brands, it needs to be something they could relate to or be able to achieve. A reality show called Simply Fabulous was created, in search of the Malaysian girl with a flare of New York chic to localize the brand yet hold true to our New York heritage. Simply Fabulous was able to make the aspirational achievable by providing the winner a trip to New York fashion week.
Partnered 8TV in producing the reality show as 8TV has strong following of young urban viewers. Product usage and brand personality were infused into all the challenges. The show consisted of 25 web-episodes on 8TV’s website, which were made up of audition, short-listing and the contestant’s experience of going through challenges set for them to learn to be young women with confidence and chic. Promos, highlights and finale program aired on prime time TV.
Sales during campaign period went from minus11% to plus27%. Total website hits achieved 345,083 which is the highest for 8tv.com.my in similar genre programming. Simply Fabulous generated RM3,102,924.80 worth in PR, that’s 1706.78% ROI and 22,400 in terms of search results on Google, making this campaign a success for client.
Advertiser: Kraft Malaysia Brand: Twisties Creative Agency: - Credits: Chan Wan Lih (Senior Manager), Zufar Zahran (Senior Executive), Althea Wang (Manager), Lee See Pin (Executive), Rahayu Rashid (Manager), Hudzaifei Hazmi (Executive), Karen Tan (Senior Executive), Janice Tan (Executive)