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Challenge
Cornetto was losing top-of-mind awareness amongst restless Malay youth and needed to quickly strengthen its proposition as catalyst of teenage Love. Agency was challenged to “do something more” with Cornetto’s theme song and create an explosive idea which would mend this link

Solutions
Malay teens are constantly involved with music, romance & celebrities, presenting a perfect opportunity to express Cornetto as a “conduit between love & music”. “Cornetto Inikah Cinta?” (Is This Love?) 16- part minisode was created as perfect response to the popularity of theme-song “Inilah Cinta” (This is Love). We created multiplatform content which could cut across TV, mobile & internet ensuring the content could not go un-noticed by Malay teens

Execution
Teen heartthrob singer, Akim starred in this mini-sode drama revolving friendship, love & music which cleverly wove in Cornetto’s brand- essence. Considering teen’s low attention span, 5-minute format was used allowing for many on-air repeats. Show was aired on two popular Pay-TV channels, available through free downloadable “Mobisodes” on cellphones (2000+ downloads) and webisodes on-line Live SMS-chat sessions, drama casts on CH15, celebrity radio interviews, SMS blasts, social- media and blogs also ensured teen interest was sustained

Result
Cornetto sales increased 15% during the campaign period, after a stagnant year! Cornetto uniquely associated with “Brands linked to love” & “Brand for teenagers” – improving relevance 50,000+ online viewers showed excellent connection the mini-sodes built with Malay teens. (surpassed target by 160%)

Challenge
Dentures falling out are a denture wearer’s biggest fear. Despite TVCs communicating Polident’s efficacy to provide firmer fit, trials remained low due to skepticism. Additionally, people are “embarrassed” to talk about dentures. This challenges us to increase Polident’s talkability, prove its efficacy that increases social confidence, and boost product trial.

Solution
Insights reveal that denture wearers are self-conscious of everyday social activities like eating and talking as they’re embarrassed if their dentures fall out. So we formulated a strategy to break the “embarrassing” stigma of dentures through Kilauan Emas (Golden Shine), a reality singing contest exclusive for 45+ year olds that targets our age group. Through the show, we proved how Polident can easily raise social confidence, from eating and talking to becoming a singing sensation!

Execution
We engaged Norlia Ghani, an actress and denture wearer, in recruitment promotions, which also promote Polident’s free care-line number. Then, we leveraged Kilauan Emas auditions in 4 major cities as our platform to educate on Polident’s efficacy. The campaign was then deployed through 6+6 episodes with 30+60 minutes program respectively, where Polident had prime sponsorship positioning, with 2x 30-second flighting, 10-sec opening & closing, branded banner and scripted mentions designed to drive awareness and trials.

Results
115% increase in calls to Polident’s care line for trial packs. 76% of denture wearers among contestants became 1st Time User. 90% of them were satisfied with Polident. Kilauan Emas became the most watched Astro Prima programme amongst Malays aged 35+, beating past TV dramas of the same primetime slots.

Challenge
Sunsilk’s decreasing emotional connect with its core audience of young Malay women was significantly eroding its brand health. The impact was so severe that sales began declining. Sunsilk faced a risk of being toppled from its No.1 position!

Solution
I am Melda, a simple Malay girl with a passion for music. I love creating singles and uploading them onto Youtube. Secretly, I wished to become a singing star someday. Sunsilk discovered my songs and helped groom my talent by providing access to experts. Do you know they made my wish come true by actually making a drama about my journey to stardom, with me playing myself? Gadis Semasa Sunsilk was Malaysia’s first “reality-drama series”!

Execution
Gadis Semasa Sunsilk was unique because I was living my real life on-air in such a way that after a while, the lines between drama and reality became blurred. Be it updating my real Facebook page on the show, or having my first concert shown in the programme, my fans or even I wasn’t sure what’s going on! By helping me in this journey, Sunsilk touched the hearts of thousands of Malay women like me!

Results
• Sunsilk re-connected with 500,000 young Malay women through Gadis Semasa!
• Post-program results showed Sunsilk Top-Of-Mind went up by 4pts
• Among Malays, Sunsilk “Brand Conviction” rose by 3pts (competition dropped)
• The market share decline was arrested, and Sunsilk maintained its No.1 position!