Advertiser: Semenyih Memorial Hills Sdn Bhd Brand: Semenyih Memorial Hills Creative Agency: - Credits: Vicky Tam (Senior Communications Manager), Michelle Wee (Assistant Communications Manager, Semenyih Memorial Hills Sdn Bhd)
Advertiser: Johnson & Johnson Sdn Bhd Brand: Johnson’s baby Milk Bath Creative Agency: - Credits: Samantha Tay (Associate Director), Jade Chong (Media Manager), Wendy Tan (Senior Media Planner), Farriz Yousof (Media Buyer), Karen Ong (Marketing Manager, Johnson & Johnson Sdn Bhd), Grace Teoh (Assistant Brand Manager, Johnson & Johnson Sdn Bhd), Ong Bee Lin (General Manager, Lowe), Irene Thng (Managing Consultant, Bridges PR)
Advertiser: Unilever (Malaysia) Holdings Sdn Bhd Brand: Sunlight Creative Agency: Lowe Malaysia Credits: Shankar Rajagopal (Director, Client Leadership), Anne Leow (Associate Director), Looi Yew Mun (Manager), Sherlyn Chan (Senior Executive), Nadia Chee/Aileen Chew (Executive)
Sunlight’s communication task was to convince its Malay audience of its superior dish-washing abilities. Top-of-Mind Awareness and Consideration are important in this low-involvement category, but Sunlight found it difficult to compete with advertising clutter from more ‘exciting’ brands. Sunlight needed something exciting to engage its audience and grow sales.
The Malay community has multiple celebratory occasions involving large numbers of family and friends. “Kenduri’s” or celebratory feasts have been an integral part of these occasions for centuries. Globalization and changing lifestyles have made “Kenduri’s” a dying tradition. But they still generate strong nostalgia and sentiment, especially amongst middle-aged Malay women. Sunlight leveraged this tradition to connect with this audience, in a contemporary and engaging manner.
We created Kecoh Kenduri Sunlight (Sunlight’s Exciting Feast) that showcased eight real-life stories revolving around “Kenduri”s at various celebratory occasions. Given FTA Television generates highest reach in this audience, TV9 was used. Popular celebrities hosted the 30-minute episodes, with heart-tugging occasions ranging from weddings to Quran-readings and fast- breaking during Ramadan. Sunlight brand values and placements in the script clearly communicated product benefits.
Featured in Top 5 TV9 programs for 8 consecutive weeks! Program rating – 30% more than highest ratings in time-band in past 12 months 49% increase for Sunlight sales year-on-year during campaign period-outstanding result for category leader! Program helped Sunlight reinforce brand appeal amongst Malay audiences.
Advertiser: HSBC Brand: HSBC Amanah Creative Agency: Red Communications Credits: Razlin Johar (Assistant Manager, The Exchange), Yuanne Lau (Director, The Exchange), Bryan Chiang/Kweh Haan Hwei/Cassy Liew (Executive, The Exchange), Lina Tan (Managing Director, Red Communications)
The competitive Islamic finance segment has both local and foreign players fighting to tap its huge potential. HSBC, being perceived as an affluent Chinese brand, ‘unapproachable’ & ‘high class’ needs a warm differentiation to surpass dry and boring financial clutter to win the hearts of their Malay audience.
Audience are Progressive PMEB Malays – modern, ‘futurists’ yet with strong religious commitment. TV, being their top media consumption with strong affinity for drama genre led us to defy norm, by being the first financial institution to develop its own Malay Family Drama on TV3, the channel with the largest share amongst target. The 8-episode drama brings to life HSBC Amanah’s role as an Islamic Financial solutions partner throughout the character’s different life-stages and challenges.
Drama portrayed Faizal and Linda, who needs to turn their lives around in expecting their firstborn child – in 8 months. Each episode is a month of their trials and triumphs – injected with strong cliff hangers. Bank’s services from online banking, mortgages and loan were seamlessly weaved into their journey of purchasing dream home and starting a business. Content were replicated in TV, Radio and Digital (interactive formats) via Tonton.com.my, capturing viewer’s direct response.
Attracting 4.7 million viewers and affinity index (170) against Malay PMEBs, 8 Bulan ranked Top 3 most watched branded content on national TV in 2010. Media ROI was 3.2 times. Brand awareness & consideration grew at +9% and +12%; product sign-ups +68%; new Malay customers doubled with +13% revenue.
Advertiser: Sony (Malaysia) Sdn Bhd Brand: Sony Handycam Creative Agency: - Credits: Law Chan Keong (Managing Director), Lim Kay Chye (Manager), Jennie Koh (Planner), Winnie Teh (Senior Buyer)
The proliferation of digital recording devices had caused a dip in the sales of Sony Handycam. We needed to regain the preference of the consumers, especially the younger generation. How could we get the young consumers excited about an old and bulky product like Handycam?
The young consumers like to go the distance to capture and share their wonderful moments in lives with their friends and family. Leveraging on this insights, we developed a proposition – ‘You only need a Sony Handycam to share the moment”. We turned the idea into a travelogue-cum-reality TV show, creating a platform which allowed us to showcase the benefits and versatility of Handycam based on a premise which could engage with the young consumers.
We developed and run the 13-episode program in Astro WLT and Ria – ONE concept in TWO languages. For each program, 6 contestants were picked after a recruitment drive. They were tasked to create a 2-min video using Handycam in 5 destinations in Malaysia. The 2 finalists had a final showdown in Turkey, where home viewers were invited to vote for the grand winner. The final result was broadcasted live on-air and on-ground.
Sony Handycam had addressed the decline in sales, with an increase of +13% during the campaign period. The partnership with Astro generated tremendous media value estimated at 5.2x ROI.