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2022 | |

Pau-Pau takes emojis to the next level with Malaysia’s first-ever Twitter Emoji Triggers

Advertiser: Delivery Hero Malaysia
Brand: foodpanda
Creative Agency: Ensemble Worldwide
Credits: Wong Pi Yee - Head of Media, Starcom Heidi Lim - Associate Planning Director, Starcom Edina Lim - Planning Manager, Starcom Wong Shin Wen - Planning Manager, Starcom Shanice Chin - Senior Implementer, Starcom Chia Yin Ping - Head of Implementer, Starcom Gina Yap - Media Buyer, Starcom

Objective & Challenge
During the lockdown, government initiatives and movement restrictions propelled food delivery services into the limelight, allowing Malaysians to order from their favourite businesses with a single tap of their smartphone. Within a short time, the industry has grown rapidly. New entrants like ShopeeFood and AirAsiaFood compete in an intense market with more than a dozen existing players, including GrabFood, Beep and foodpanda. In a category where players are undifferentiated with deals and discounts being the top drivers for consumers, foodpanda needed to drive differentiation by building brand love and creating awareness for our functional superiority in order to whiz past competitors and increase orders.

Insight & Strategy
The pandemic had disrupted almost every aspect of our lives. Grappling with lockdowns and Covid-19, Malaysians were forced to give up some of their most ingrained habits, like dining out and shopping. As we were stuck at home, making and receiving delivery orders, became a connection with the outside world. And we looked forward to these deliveries. However, this is a very functional process. The delivery business in Malaysia, lacked personality. Hence, we needed to humanize foodpanda’s brand identity. The solution – a first-of-its-kind brand avatar that evoked happiness. Meet Pau-Pau, foodpanda’s fun-loving ambassador who speaks Pandanese. He loves food and is always on the search for a good deal. He is the food and delivery expert you can rely on. If you are craving for food, Pau-Pau knows the best places in town to order from. If you are looking for deals, Pau-Pau will recommend the best deals with pandapro (foodpanda’s subscription programme that gives you access to exclusive deals). If you are planning the perfect birthday surprise, Pau-Pau can get you everything delivered conveniently through pandashop. Pau-Pau is indeed our joy and happiness ambassador, delivering joy and happiness right to your doorstep. Our goal was to make Malaysians fall in love with Pau-Pau and the foodpanda experience by unleashing Pau-Pau and bringing alive his fun rebel personality in an engaging and innovative manner.

Execution
Youth conversations on social media largely consist of ‘visual expressions’ such as GIFs and emojis – a study conducted by Swiftkey Keyboard developers reported that Malaysians sends out more emojis than Americans or Europeans! Emojis are the universal language for Malaysian youth. So for Pau-Pau’s launch, to ensure Malaysians familiarised with Pau-Pau, we encouraged youth to interact with Pau-Pau like how they would with their friends. Partnering Twitter, we created Malaysia’s first ever, Emoji Triggers where Twitter users tagged us @foodpanda_MY and tweeted #PauPauBelanja (#PauPauTreats) with emojis of food, groceries and personal care products. In response, Pau-Pau recommended the best food and deals, corresponding to the emoji used! 1)Like when @HarizzFD had no clue what to eat, he tweeted Pau-Pau an emoji of a ‘Thinking Face’. Pau-Pau’s response was a reassuring message ‘No idea what to eat? Don’t worry, let Pau-Pau settle this for you’, with a list of food options available on foodpanda to select from. 2)When @saraaa_0109 was feeling down, she let Pau-Pau know with an emoji of ‘Upside-Down Face’. Pau-Pau, our happiness delivery ambassador, brightened up her day with the message ‘Pau-Pau knows what can cheer you up today, dessert and sweets always works for me!’, with a list of dessert and grocery options to order from. 3)When @me_eikay ran out of personal care products, she tweeted Pau-Pau with an emoji of a ‘Soap’. Pau Pau reminded her that she could get what she needed, and more, delivered straight to her doorstep with foodpanda, easy peasy! Complementary Twitter postings had Pau-Pau educating audiences on the simple steps to activate our Emoji Trigger. Twitter was flooded with netizens joining in the fun, tweeting out different emojis to check out Pau-Pau’s cheeky but helpful advice. As a result, #PauPauBelanja became a trending topic. Our partnership with Twitter didn’t just end there! We created a bespoke emoji for Pau-Pau on Twitter and it’s the cutest! To activate this adorable emoji and share with their friends, Twitter users only need to unlock the feature by tweeting any of our customized hashtags: #PauPauBelanja for delivery #TapauWithPauPau (#OrderWithPauPau) for pickups #PauPauWinLiao (#PauPauforTheWin) for pandamart #ProLikePauPau for our pandapro subscription programme #ShopWithPauPau for pandashop Twitter postings enticed users to ‘Cuba Try’ tweet the hashtags to reveal the cool surprise. This enabled us to showcase foodpanda’s variety of offerings, ranging from delivery or pick up, food, teatime and groceries in a fun manner. To drive conversation, we also engaged the Twitter audience with specially curated polls with Twitter’s Conversation Button. With our partners Pizza Hut, Domino’s, Tealive and Watsons, we got audiences to vote and share with us their preferred choices: 1.Pizza with pineapple or not 2.Carrot Cake or Carrot Juice 3.Pearl Milk Tea Boba or Superior Coconut Boba The results helped us understand our audience better to select popular products to feature in promotions with key partners. Video ads featuring Pau-Pau complemented our innovative launch activation on Twitter to sustain campaign longevity. Four versions of Pau-Pau ads were served contextually, each communicated foodpanda’s USP of being the delivery expert, whether food, grocery or daily essential. Audiences were targeted with the version most relevant to them, and subsequently retargeted with other versions showcase foodpanda variety of ‘food and more, delivered’.

Effectiveness
Twitter was flooded with netizens joining in the interaction with Pau-Pau. Our innovative partnership was even picked up organically by lifestyle platforms SirapLimau and OhBulan! The icing on the cake? Positive feedback from netizens: @engkusulwani “Haha so cute, I like this” @_nana_anne “Hi Pau-Pau, always ‘Pau’ my money” (colloquail for finish off) @mohammedfarihin “Your new mascot is so cute” foodpanda’s Pau-Pau launch on Twitter delivered positive growth across foodpanda Business and Brand Health metrics (comparing against previous quarter): 1)+13% in Sales Lift 2)+8% on Total Sessions 3)+3% on Top of Mind 4)+2% on Market Share For campaign media metrics, we delivered: 1)+26% lift on organic foodpanda searches compared to previous quarter 2)16.81mil impressions on Twitter 3)6.35mil video views 4)105K clicks to foodpanda website 5)172K interactions And that’s how foodpanda delivered joy to Malaysians!

2022 | |

Food Delivery Apps Got Hacked by a Burger King ‘Glitch’!

Advertiser: Burger King
Brand: Burger King Cheesy Macaroni
Creative Agency: InvictusBlue Group
Credits: Victoria Chu - Invictus Blue Group, General Manager Ferhan Faidzan - Invictus Blue Group, Creative Director Tan Pei Ru - Invictus Blue Group, Creative Group Head Nikiee Mahmud - Invictus Blue Group, Creative Group Head Gillian Yap - Invictus Blue Group, Account Director Mary Tang - Invictus Blue Group, Senior Planning Director Tan Choon Liang - Invictus Blue Group, Associate Director

Objective & Challenge
Burger King was launching their latest limited time offering – the new Cheesy Macaroni Burger. But due to recent lockdowns and new norms, the downtrend in in-store dining just added to the challenge of launching the new fast food item in an already noisy market. Instead of tempting customers to try the new burger at BK outlets, we had to figure out a way to bring the new burger to customers instead.

Insight & Strategy
While people were stuck at home, there were only two main options when it came to getting food – either make your own, or order it online through food delivery services. But with so many choices at your fingertips, how do you make a new burger stand out in the fast food crowd? The more scarce and exclusive something is, the more desirable it becomes. Our launch strategy was to not only leverage upon the current spike in online food delivery, but to also tickle the curiosity of customers by offering something that wasn’t SUPPOSED to be widely available, or even known to the public!

Execution
While everyone else was ordering their usual food online, a lucky number of curious customers got to order and try out the new Cheesy Macaroni burger after discovering our secret BK ‘glitch’. Here’s how it worked: We collaborated with popular food delivery services (GrabFood, FoodPanda, ShopeeFood) in order to ‘hack’ their ordering process, by only allowing customers to order the new burger through an intentional ‘glitch’ in the system. When online customers were ordering a Burger King Whopper® on the GrabFood, FoodPanda or ShopeeFood apps, they were presented with the option to include a deliciously suspicious “BETA_cheesymacaroni” add-on ingredient to their burger. By simply selecting this add-on, their regular Whopper® order would arrive as the new Cheesy Macaroni burger! This exclusive #IfYouKnowYouKnow moment not only turned the BK ‘glitch’ into a viral foodie sensation across social media, but also transformed the ordering process on food delivery apps into a whole new media channel! Burger King not only hacked food delivery, but the entire process of how to launch and promote a new product online.

Effectiveness
In just under a month, the Burger King Cheesy Macaroni ‘Glitch’ launch garnered: >923k accumulative reach on site aggregators with >16.1k page views (61% more than planned). >47.1k engagement generated from social media (1,077% more than planned). >604k reach (31% from added value), with 677k impressions (20% from added value), and 47k post engagement (5% from added value) through support from KOL postings. >1.52mil total reach and >94.1k social media engagement generated through both site aggregators and KOLs.

2022 | |

Immortalising the Tiger in Eyes and Time

Advertiser: Heineken Malaysia
Brand: Tiger Beer
Creative Agency: Naga DDB Tribal, Chariot
Credits: Hemanth Jayaraman - dentsu X Malaysia, Partner, Head of dentsu X Sean Loh - dentsu X Malaysia, Business Director Joanne Wong - dentsu X Malaysia, Planning Director Cassandra Chan - dentsu X Malaysia, Planning Manager Ismerelda Ismetnayan - dentsu X Malaysia, Media Planner Jaclyn Hwang - dentsu Malaysia, Senior Executive, Biddable Melody Khoo - dentsu Malaysia, Senior Manager, Strategy Lead Cheng Yin Yee - dentsu Malaysia, Planning Director Sylvia Hew - dentsu Malaysia, Manager, Implementation Rachel Lim - dentsu Malaysia, Senior Executive, Trading Operation

Objective & Challenge
Challenge: CNY festive is increasingly becoming more cluttered as many brands are now beginning to leverage on the festive season. Every brand is now trying to draw inspiration from the Chinese zodiac signs to make the experience more memorable and distinctive. In 2021, the challenge for Tiger Beer is, how will the brand be distinctive and memorable by leading and owning the CNY festivity. Objective: To drive top of mind awareness and improve brand recall among target audience during the festive season and to stand out from the communication clutter amongst competitors and other brands to drive sales for Tiger Beer and Tiger Crystal.

Insight & Strategy
Insights: Malaysians are eager to celebrate CNY after 2 years of compromised festivities. They are optimistic but at the same time are worried about Covid. What they need is that extra encouragement and push to get started and a show of comfort and courage. Tiger is the only brand that has the sole right to bring this to life and own CNY 2022 for 2 reasons: 2022 is the Year Of The Tiger and Tiger is the one brand that can demonstrate optimism to consumers because it is the only beer brand in the world that was brewed in a climate that is not suitable for beer brewing – Asia, showing courage and determination. Strategy: Personify Tiger Beer brand values and show people that we can channel the courage of the Year Of The Tiger to once again feel prosperous and give a voice to all Malaysians to embody and share the Tiger spirit and roar together. Using the iconic Tiger symbol and own the Year of The Tiger by uncaging the festive possibilities and new media world by doing media activation that is first in category and first in market and showcase to consumers that with the spirit of the tiger, anything is possible.

Execution
Tiger Beer ventured into the world of NFTs (Nonfungible Tokens) with an exclusive collaboration with Pestle & Mortar Clothing (PMC). The NFT collection, known as The Tiger Archives, feature vintage Tiger artwork ingrained into the blockchain, and each artwork is uniquely drawn fully by hand. These NFTs will unlock a series of perks throughout the Year of the Tiger, from exclusive merchandise down to curated experiences by PMC. The Tiger Archives NFT collection will be released for sale on 25th January 2022. 30% of the proceeds will go towards supporting local musicians, artists and street food chefs via Tiger’s UNCAGE platform throughout the Year of The Tiger. The first ever 6688 Tiger Beer NFT collection with PMC sold out in 10 mins. Tiger turned all the product (Limited edition Can), packaging, merchandize (Ang pao packet), Newspaper to AR roaring greetings. QR code became very common to the citizen since Covid hit. The QR code allowed audience to interact, win special prizes and send greetings to their friends and family. Breakthrough of media, the first Tiger 3D ads on Pavillion screen. Use KOL to capture the gigantic 3D roaring Tiger and on ground activation along the connection to experience the festive vibe. Tiger Beer roaring into the Lunar New Year with some novel experiences for loyal fans, continue associate with the mature audience by placing a 3D Tiger on the mainstream Newspaper titles The Star and Sin Chew. Tiger gathered Thomas Powell, Pamela Tan and Sheena Liam for the artist collaboration in Pavillion, a high traffic place that gathered everyone especially during festive. Besides, in the same spirit of collaboration, we also invite local mural artist to takeover the streets in Penang, Melaka, Ipoh and Johor including Kwai Chai Hong. The unique “Tiger” word within the mural is scannable and lead to promotion.

Effectiveness
100k unique visitors to the website, 58k AR roaring greetings session. 6688 NFTs sold out in 10 mins, the highest traded NFTs euro4,960, total reach of 9 mill with 1.2 mill engagement, recruited 22k member in a month. Kantar captured the highest awareness 85% responses on Tiger 3D ads branding as compared to other advertiser. Aligned with the statement, makes me think Tiger Beer is progressive and dynamic brand.

2022 | |

Reimagining The Consumer Funnel With Media Innovation: Shiseido Creates 7 Levels Of VR To Bring Tokyo Ginza Street To Malaysia, Drive Record Sales

Advertiser: Shiseido Malaysia
Brand: Shiseido Ultimune
Creative Agency: AMPERSAND ADVISORY
Credits: Joanne Tan - Ampersand Advisory, Creative Director Janice Kiew - Ampersand Advisory, Head of Creative Services Jeff Ng - Ampersand Advisory, Art Director Mei Yun Chan - Ampersand Advisory, Performance Manager Josephine Hendriks - Ampersand Advisory, Media Manager Mandy Chan - Ampersand Advisory, Head of Performance Mandy Liew - Ampersand Advisory, Planning Director

Objective & Challenge
/* BACKGROUND: 2021’s COVID 2.0*/ One year into pandemic, Malaysian women had adjusted skincare rituals, sought new brands, simplified routines as they WFH and traded down to hedge against an uncertain economy. Traditional channels like department store retail counters were closed. Shiseido’s competitors were outspending them eg Lancome spends were 3x-5x those of Shiseido. Conventional E-commerce platforms offered little branding and differentiation. Facing these challenges, we had to re-launch Shiseido Ultimune Power Infusing Concentrate. The objective: boost engagement and sales on Shiseido’s own virtual store, via an e-commerce differentiator.

Insight & Strategy
/* INSIGHTS & STRATEGY: TRANSFORMING LIMITATIONS INTO DIFFERENTIATIONS */ Due to limited budgets, it was critical to find the right audience and create a differentiated proposition for our relatively expensive product. Three key data insights: Insight #1 — Malaysians flocked to online entertainment and gaming, viewing increased 5x times for casual gaming videos from March 2020. (source: Google Malaysia) Women outnumber men for casual games by 3:1. (source: YouGov) Insight #2 — Skincare searches include growing informational intent, signalling a behaviour shift towards self-discovery fuelled by the rise of ‘prejuvenation’ — preventing tell-tale signs of skin aging before they begin. (source: Google Trends) Insight #3 — Covid-19 cases soared in Q1’2021. Consumers were more pessimistic about 2021 vs 2020 (Invoke poll: Statista) /* HONING IN ON ULTIMUNE™’s PRIME PROSPECTS */ The gaming tribe had high affinity for skincare, wellness, technology and had strong passion for understanding how things work. They admire brands that innovate, embrace trends authentically and actively empower. As per insights below: · I research before buying, 65% Non-gamer Females vs. 73% of Gamer Girls (12%+ Overindex difference) · I am confident using new technology, 38% Non-gamer Females vs. 51% of Gamer Girls (34%+ Overindex difference) · I have personal interest in beauty / cosmetics, 63% Non-gamer Females vs. 72% of Gamer Girls (14%+ Overindex difference) · A brand role in consumer’s life should be: Innovative, 53% Non-gamer Females vs. 63% of Gamer Girl Tribe (19%+ Overindex difference) · A brand role in consumer’s life should be: Improve knowledge & skills, 40% Non-gamer Females vs. 51% of Gamer Girl (28%+ Overindex difference) · I tend to buy premium version of products, 13% Non-gamer Females vs. 17% of Gamer Girls (31%+ Overindex difference) Prime prospects: female 16 – 34, interested in games,.22 million in Klang Valley (GWI Q1’2020 to Q1’2021) THE STRATEGY: /* LIFTING BRAND PRESTIGE THROUGH TRANSFORMATION OF ECOMM JOURNEY */ The challenge for our e-commerce was to create engagement that drove purchase. Traditional digital marketing would follow a funnel: run ads for reach on other media channels, generate some engagement with a trickle down to sales on client website. INSTEAD, we decided to broaden the funnel and REIMAGINE it: high engagement in a seamless new VIRTUAL REALITY DIGITAL SPACE where product experience is similar to a real world store, and purchasing can happen seamlessly on the client’s website with one simple click. Given the target audience (gamer girls), the experience needed (smooth and engaging) and the drawbacks of traditional video (don’t convert, slowburn) we decided to bring the glamour and stye of Shiseido’s flagship store in Tokyo to Malaysia by launching a category-first Virtual Reality Tokyo Ginza Street, an E-commerce enabler that would excite interest and boost better conversion on their existing Shiseido Virtual Store. /* HOW: REENGINEERING BRAND DELIGHT */ We crafted a premium, cool yet geeky experience with gamification to skincare edutainment, instilling charm together with science via a new, interactive, immersive medium.

Execution
Our VR world had 7 engagement levels: 1. The Ultimune™ Museum uncovered the secrets behind previous generations of this prestigious product, creating credibility. 2. In the Botanicals Boutique, users interacted with key Ultimune™ ingredients learning of the brilliant anti-aging effects of Reishi Mushroom Extract and Roselle Extract, to help achieve their personal prejuvenation goals. 3. The Beauty Lab provided users a front seat into understanding Shiseido’s technological prowess in science and botanical expertise fusing together in pure skincare synergy. Users were then quizzed to give them a chance to win the product itself. 4. Shiseido Virtual Store gave users a novel experience of shopping in a VR world. At the beauty product bar a user could browses products just like in a physical store, and buy immediately. 5. To lower barrier to entry, samples were offered. Prospects could register when they learnt of Ultimune™’s key USP of ‘visible change in 3 days’. 6. We built an Entertainment Hub, a virtual arcade ‘Red Power Game’ situated on Tokyo Ginza’s Game Street for Gamer Tribe to try their hand at winning prizes worth RM450 each. 7. Recognising women’s interest towards holistic wellness, the platform offered invites (FOC) to real world Flow Studio Pilates and Yoga Classes. We drove traffic to our VR platform using paid search, Facebook and Instagram ads, targeting Gamer Girl Tribe by age, gender, geo-locations, handset type, psychographics, and more.We constantly optimised the process, based on feedback data from our platform, to drive better quality traffic.

Effectiveness
/* NEW MEDIA BRILLIANCE SURPASSING TARGETS */ The virtual world surpassed all expectations within the campaign period July 12 – August 31 2021 · Over 1.8 million reach on social (Facebook and Instagram) · Over 9 million impressions · 1.16 million video views, +677% achieved vs booked KPI · 102,100 link clicks, +240% from booked KPI · Over achieved Shiseido member registrations Visitors purposefully engaged with the VR experience: · Low bounce rate <1% on landing page vs. category average of 20% to 30% · Average time spent: around 3 minutes · 93% of virtual visitors completed the games · Sample registrations, overachieving 116% against target · Garnered highest interest in its largest-volume 50ml set at the Shiseido Virtual Store Above achievements directly contributed to jump in Shiseido’s online sales, with double digit growth during the campaign, its highest ever. Campaign garnered positive PR coverage worth RM150,000+. The campaign has also won 5 awards so far (MDA d-awards 3, Marketing Excellence 2) Shiseido Ultimune™ Ginza Tokyo Street had delivered CATEGORY FIRST REIMAGINED CONSUMER FUNNEL via VR.

2022 | |

Uncaging Malaysia’s First Metaverse

Advertiser: Heineken Malaysia
Brand: Tiger Beer
Creative Agency: Naga DDB Tribal, Chariot
Credits: Hemanth Jayaraman - dentsu X Malaysia, Partner, Head of dentsu X Sean Loh - dentsu X Malaysia, Business Director Joanne Wong - dentsu X Malaysia, Planning Director Cassandra Chan - dentsu X Malaysia, Planning Manager Jordan Quek - dentsu X Malaysia, Planning Manager Natalie Teng - dentsu X Malaysia, Senior Planner Jaclyn Hwang - dentsu Malaysia, Senior Executive, Biddable Sylvia Hew - dentsu Malaysia, Manager, Implementation Rachel Lim - dentsu Malaysia, Senior Executive, Trading Operation

Objective & Challenge
Challenges: Food, which is a highly saturated passion point in Malaysia, is increasingly becoming the main focus of every brand from all categories. It is a passion point that is difficult to own. Despite this, Tiger successfully established its position as the only brand that has the right to advocate and champion Asian street food given its Asian heritage and roots when it launched Tiger Street Food Festival in 2016 and created a strong association between the brand and street food in Malaysia. In 2020, this took a different form due to the pandemic and was mainly activated through digital and the success of the 1st ever interactive Virtual Street Food Festival has now set a new benchmark and a new challenge – how do we reimagine the festive by bringing in ore unique and exciting experience and how do we make it bigger and bolder compared to the previous year using the existing platform. And most importantly, how to we continue to strengthen the association between Tiger Beer and Street Food moving forward. Objective: Continue to strengthen and establish brand equity by creating stronger bond with our target audience through passion for food and leverage on street culture and drive penetration for the brand by recruiting new consumers from the alcohol category with the communication and creatives centered around street cultures and Malaysia street food.

Insight & Strategy
Insight: The pandemic in 2020 forced the country to shut down. Lives came to a halt. Malaysians were lost. Bonds were strained. Brands struggled to connect with consumers and there was no sight of the end. This was when Tiger, Asia’s beast, rose to the challenge and was determined to not take this quietly. Tiger is the only brand that has the right to uncage possibilities in Malaysia given its Asian roots and rose from the flames of the pandemic and gave Malaysian’s hope. The main objective the brand set its sight on, to connect Malaysians at every possible moment. The one single unifying factor that brings Malaysian’s together – FOOD! An insight was formed – inspiring Malaysians to discover the special in the ordinary and Tiger Virtual Street Food was launched to uncage street food delicacies by connecting consumers to trade partners virtually driving sales for outlets while keeping consumers engaged and entertained. In 2021, Tiger took this to the next level and looked at what connects the target audience beyond just street food. The answer was, “street culture”. The insight – bringing the best of Asia together through food and fashion by tapping into latest trend in street culture. Strategy: A pairing experience to seize Hype Culture + Food = Hype Eats. Tiger took lead, as the only Asian beer brand in the category, to engage and indulge consumers by connecting their No.1 passion point which is street food and streetwear by delivering a 100% Malaysian street culture 360 experience by unleashing the creativity of Asian cuisine and staying true to the brand role of inspiring people to discover the special in the everyday ordinary.

Execution
The new season of Street Food Virtual Festival is all about the X as Tiger brings fans an epic collision between street food and an integral part of street culture streetwear. The local streetwear scene has always been a way for people to express themselves and is influenced by the many ways of life here, just like the street food flavours. The mash up aims to bring the two cultures together to create an extraordinary experience for fans, while breaking the boundaries of street food. This is why Tiger has partnered with renowned local streetwear brands to curate two limited edition streetwear apparels each from EK Collective, TNT Co, The Swagger Salon, Eversince, Pestle & Mortar, and Dissyco. One of the two streetwear merchandise will be included in the Hypefeast Drop, which comes with the street food dish that inspired the exclusive apparel, as well as a Tiger Beer and a Tiger Crystal. Limited quantity is available on a first come first served basis for fans residing in Kuala Lumpur, Selangor, Penang, Johor Bahru and Ipoh, the Hype Store within the virtual world will showcase one brand each week for fans to make their purchases. The other limited edition merchandise will be available for anyone at the virtual festival to purchase at the Hype Store. Introduced the Hypefeast Drop with a total of 6 fashion brand Swagger, Eversince, EK collection, PMC, DissyCo, TntCO and Photoshoot. Each of the brands came out with special / limited collection design surounded by the theme Street Food. We used KOL to shout out on the special collab with the local brand: the Hypefeast Drop. Worked with the food and fashion branded content specialist, KL foodie, Juice, Buro and etc. curate series of Hype contents.

Effectiveness
The campaign came through loud and clear, capturing the imaginations of drinkers and nondrinkers alike: Tiger Virtual Street Food Festival 2021 sales increased by 53.3% compared to last year’s TVSFF.