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Objective & Challenge
Magnum ice creams, which have always stood for self-indulgence, took a back seat during the pandemic as they were pegged as expensive and mostly for individual serving. With life returning to normal, Magnum had to remind the pleasure seekers about its offering in an unconventional manner and generate buzz & excitement amongst its biggest target audiences – Millennials & Gen-Zs. The campaign objectives were to increase preference, purchase and drive talkability for Magnum.

Insight & Strategy
Content consumption, especially on SVoD (SubscriptionVideoonDemand) services, skyrocketed during the pandemic by 25%, especially for the millennials/Gen-Zs where personal screen time had increased exponentially. Our TA was continuously in search of new and exciting content and binge-watching was the only form of entertainment burying their boredom during the lockdown. OTTs like Netflix topped the charts and filled TA’s needs with their excellent content line-up. Indulging in binge-watching behaviour is often accompanied by snacks and sweet treats like ice creams. Avid Netflix viewers would know the most famous series to date Money Heist, also known as La Casa De Papel (in Spanish). This series had emerged as one of the most popular franchises globally and was also one of the most-watched Netflix series in Malaysia. Money Heist is a story about love. With each heist in the story, the protagonist, popularly called “the Professor” paid tribute to the people closest to his heart, the whole operation meticulously planned by him and implemented by his team. The grand finale was scheduled to be aired in December 2021, with fans worldwide, including the ones in Malaysia waiting in full anticipation and suspense. We wanted to create a similar experience for Magnum fans since they were so invested in the characters on the show. As the plot thickens the stress builds up. Our research showed that ice-creams were a good way to overcome anxiety in any situation – and what better therapy than ice cream therapy to help them cope. We identified the Money Heist finale as the perfect opportunity for Magnum to join hands with Netflix & launched a co-branded initiative to give fans a tasty and memorable send-off.

Execution
We kickstarted the campaign with exclusive branded video content created only for Malaysians with a secret message from La Banda (the lead cast/team in the series). The video went on to entice viewers to buy the special Magnum bundle pack containing various flavours of the indulgent ice creams and a Dali mask as a welcome pack to La Banda. Fans were then tasked to scan the QR code on the special bundle pack, visit the co-branded website and work together to unlock the secret message and win exclusive prizes. This secret message could be unlocked by solving a puzzle of 3520 pixels/pieces. TA was invited to uncover these pixels through this unique online experience. The special video was promoted on YouTube, Facebook and popular websites such as WOB, SAYS, KL Foodie, Siakapkeli and Lee Sharing. 8 top lifestyle celebrities & 20 micro KOLs influencers joined the party and urged fans to become a part of this national heist and start unlocking the #TheSweetGoodbye puzzle together. A campaign of such epic proportions required us to go beyond digital to reach out to the masses. We took up prominent OOH sites across 25 locations in Klang Valley, 5 locations in the southern region (Negeri Sembilan, Melaka & Johor) and 5 locations in the northern region (Kedah, Penang & Ipoh) to captivate the whole nation. The curated Magnum Ice Cream bundles were available on eCommerce and food delivery platforms such as FoodPanda, Grab, Lazada and Shopee. Shoppers could also get their hands on an exclusive Magnum Money Heist cooler bag with every purchase of two or more Magnum Mini multipacks at major hyper/supermarket chains. We even identified hard-core fans of Money Heist and pleasure seekers on social media and gave them the sweetest of surprises. La Banda crew pulled up right up to the homes of the fans to deliver a Limited Edition Magnum Money Heist Bundle box that contained Malaysia’s favourite Magnum ice cream flavours- Almond, Classic, White Almond and Cookies & Cream along with the iconic Dali mask! Social media and articles drove urgency pushing fans to get the special pack and enjoy the online experience as it would only be available till 12th December 2021. Once the puzzles were unlocked, we released a congratulatory video thanking fans and pleasure seekers who participated in solving the puzzle, spending a total of 512 hours of teamwork and dedication to unlock all 3,520 pixels and solve the puzzle to reveal the #TheSweetGoodbye message! But wait…we were not done yet! Now that the message was unlocked, it revealed another parting gift -a super cool AR (Augmented Reality) experience that showcased the Professor’s iconic origami bird that swiftly unfolds to reveal the #TheSweetGoodbye message, in a new format, from La Banda! Fans flocked to the online experience and were left amazed, to say the least. A few dedicated participants (who had spent ample time cracking the puzzle and/or got high engagement sharing their posts) also managed to bring home super cool gifts such as the iconic red jumpsuit, the Dali mask and Netflix subscriptions while 15 winners grabbed the grand prize which was the replica gold bars used in filming during the show! The awesomely special collectable was one prized possession they would surely hold on to till the end.

Effectiveness
The Malaysia specific branded content campaign successfully garnered: • We reached out to 12 million people (75% reach in demographic TA) from social media, YouTube & social aggregators • 300K Clicks to the website & captured the highest CTR at 5.01% – 3x higher than the industry benchmark • Influencers’ posts generated 1.07 million engagement • 120 million impressions delivered within just 1 month of the campaign • Generated a total PR value of RM 216,000 – an ROI of 10.2X In terms of business results: • +18% uplift in unit sales vs the same period in 2020 • +17% uplift in off-take sales value vs the same period in 2020 • Market share of Magnum increased +60 bps vs. same period in 2020 As we say “Ciao, Bella” one last time, we raise our Magnums to the Pleasure Seekers and to La Banda! For one last time, let us sing it together… Bella ciao, bella ciao, bella ciao ciao ciao!

Objective & Challenge
MILO is a strong heritage brand in Malaysia and has grown to be the brand that every Malaysian has grown up with and love. With an extremely high in-home penetration and a loyal consumer base – MILO’s challenge was to increase consumption occasion to drive volume. The two major challenges for the brand were school closures and not being able to host events/sports activations threatening the brand’s bond with consumers during prolonged COVID restrictions over the last two years. We intend to protect the core by strengthening nutritional and energy credentials of MILO. But how do we maintain penetration and increase consumption incidence of the brand during CNY?

Insight & Strategy
The year of the Tiger symbolizes bravery and strength, something MILO needed to show during the competitive period of CNY. As MILO is a Malaysian household brand, the public already had some pre-conceived images of the brand which might be a blind spot. The idea: To show the MILO spirit of Huat and Kuat unexpectedly. Showing the Huat starting from the MILO tin: Through the years, MILO has always been synonymous with the color Green and it’s sporting values. This year, MILO decided to go bold by producing the GOLD limited edition tin for CNY. As the color GOLD symbolizes the color of wealth and prosperity, the idea was to give people more reasons to buy a can of MILO GOLD. Visual 1 – Showing the Kuat through a story that did not feature an established athlete: The story of MILO’s Goodness and Energy was told through a story created by a content creator (about a girl pursuing her Taekwondo dream) to capitalize on Malaysians’ appetite for long form content during the festive season. The heartwarming story fostered the emotional bond amongst Malaysians to reignite the brand love for MILO. Visual 2 – Bonding with Malaysians through AR: Disrupting the predictable, MILO stands out this Year of the Tiger by merging the physical and digital worlds together with an easy approach: scan the QR code on the limited-edition gold MILO tin to Play and Win. This was our way of bringing the ‘sporting’ event to the people during the pandemic.

Execution
The execution of the campaign was planned and executed on various touchpoints i.e. TV, DOOH, Facebook, Instagram, Youtube, TikTok and Twitter to deliver: reach, relevance and reaction from the target audience. Visual 3: Co-created a video with famous YouTuber Jinnyboy – To break-thru the clutter of yet another CNY ad, we created a story to showcase the story of Hui Hui pursuing her Taekwondo dreams and finding the passion and energy to make them come true despite having to come face to face with her greatest obstacle – her parent’s dreams for her to be a pianist. This was aired on YT and amplified on social media. Above ATL execution was also supported on BTL by impactful POSM and displays to drive product visibility and increase offtake. Branded capsules with famous Hong Kong Feng Shui expert Mak Ling Ling – In an unlikely move that worked to build more relevance with the Chinese community during CNY, we used Feng Shui to talk about ‘goodness and energy’ and encourage Malaysians to get the GOLD MILO as an auspicious gifting element. This was aired on high affinity Astro Chinese channels: Astro AEC, Hua Hee Dai, Quan Jia, Shuan Xing and TVB Jade. This content was further amplified on digital via XUAN, MY and MELODY FB pages. Visual 4: MILO GOLD tin that unlocks an AR Game – MILO added a digital spin to the classic with a one-of-a-kind approach to tie in a Play To Experience AR mini-game along with each purchase. Upon scanning the QR code, collectors unlock a never-before-seen game that grants you a chance to win limited edition collectibles by MILO. The addictive Chinese New Year-themed experience plays on the fitting character of a roaring tiger that welcomes you with the speed, strength, and power, letting 10 winners walk away with a limited-edition gold MILO truck collectors set. This was amplified by selected KOLs and content publishers to further engage audience in trying out the game by scanning MILO Golden special edition tins via augmented reality filters. Visual 5: Social Media Takeover on launch of MILO limited-edition Gold Tins -With the help of our MILO friends, we launched the MILO Gold Tins via different social media platforms, reaching out to different consumers and touchpoints.

Effectiveness
In our efforts to celebrate the Chinese New Year in the MILO spirit of Huat and Kuat, it has brought prosperity to the brand. YT brand film (14mins in duration) created by Jinnyboy and MILO managed to garner 146,300 views receiving about 50% more views than the usual and contributed mostly by new viewers of JTV’s channel. The audience retention is at about 14.4%. The film also sparked a conversation about how one should be bold enough to pursue their dreams and to encourage parents to allow their kids to do so. The campaign deployed with a holistic view covering both below and above the line and aired across all touchpoints to maximize reach across all audiences helped to surpass the projected scores that MILO wanted to achieve by 2x on all ad recall metrics. Most importantly, with the launched of the MILO limited-edition Gold Tins, market share was also hovering at an all-time high of 87.4% (YTD Jan 2022) proving that we achieved the objective we set out at the beginning – to maintain penetration and increase our volume.

Objective & Challenge
When you think KFC, you think fried chicken. But the challenge is, when you think of KFC, do you think of burgers? Unfortunately, despite our KFC burger having been on the menu for a while, it was losing resonance with the grassroots and to our friendly competitor dominating the burger segment in Malaysia. We needed to spark and reignite interest and demand to drive our burger segment within the QSR category. Just another runofthemill burger would not cut it. The task was to make a strong impact in the burger segment by gaining market share from our key competitor, McDonald’s.

Insight & Strategy
The initial idea was to introduce a Nasi Kandar burger. But what’s sexy about that? Insights from the community evoked messages of nostalgia, comfort and celebrity in the shape of our very own national star – P. Ramlee. This tied in fantastically, as P.Ramlee’s favourite food was Nasi Kandar. This resulted in the birth of our Burger P. Ramlee! We now needed to ensure we drove consumers to try out this new product and create demand for the first ever Burger P. Ramlee. An innovation combining our infamous Zinger with P. Ramlees’s favourite dish, giving tribute to the legendary icon of Malaysia’s film and music industry. Our strategy was to marry the past and present to evoke nostalgic, happier moments and elevate the current mood in the community from two years of pandemic restrictions. Through search trends and social listening, we knew P. Ramlee remained one of the most iconic names in the entertainment industry amongst Malaysian households. We also knew through YouGov that KFC customers are highly influenced by celebrity endorsements in their purchase behaviours, with Radio driving the high reach and affinity for KFC’s target audience, as confirmed by Nielsen; especially relevant as the campaign is anchored upon music. The idea was to use media, specifically radio, to drive these happy memories and bring back the good times with KFC’s Burger P. Ramlee. We used one of P. Ramlee’s most iconic songs, Kwek Mambo – a song well known for its catchy tune – as the main theme across all key communications. Staying true to our theme of past and present, the TVC was filmed in black and white to reinforce the nostalgic direction.

Execution
And we went retro all the way… RADIO TURNED RETRO! We collaborated with Top Malay radio stations Era, Sinar and Gegar to celebrate the launch of Burger P.Ramlee. Instead of hardselling on the radio, listeners enjoyed the Kwek Mambo song throughout the day, while we curated various audio ads from the song with our burger’s key selling points seamlessly weaved in, driving high reach and frequency. As Era is the number one station (3.73mil Malay listeners) – it is ideal for impact and reach to dominate and drive the hype. On launch day, all major radio spots transformed into P. Ramlee mentions – from Sweepers to Announcers’ Talksets to Contest segments with listeners and announcers celebrating P. Ramlee by singing their favourite song. Sinar was turned into a P. Ramlee retro station for 10 consecutive days for listeners to enjoy his old hits throughout the day. Sinar was a solid choice with the audience as it plays Classic/ older songs – a natural partner to bring back the nostalgia with Kwek Mambo. (Malay listeners @2.81mil, index153) EXCLUSIVE EVENT FOR THAT OLSKOOL FEELS! Not limited to onair, engagement was brought on ground with Sinar through the “Sekali Rasa Bergetar Jiwa” contest. Diehard P. Ramlee/ KFC fans participated in an onair contest for a chance to attend the exclusive closeddoor launch of the burger at KFC Bukit Raja Klang, bestknown as the KFC “Retro” store. The event was broadcast live by Sinar and amplified further on social media to drive buzz for the campaign. An afternoon of music, food and quizzes with full COVID protocol compliances left the lucky listeners with smiles as they got their first taste of the new burger. DRIVETHRU GIVEAWAYS FOR ALL! We continued with a drivethru activation on site inviting anyone within the vicinity to sing a line from Kwek Mambo to win Burger P. Ramlee giveaways. The high energy event with Sinar’s announcers brought a crowd of Malaysians through the drivein to feed the enthusiastic P. Ramlee/ KFC fans. INFLUENCERS GO RETRO TOO! Engaging Macro and Micro influencers, we showcased their transition into Icon P. Ramlee. This was creatively shown with a transition from a retro black & white setting to a colourful modern era, where they are seen enjoying the KFC Burger P. Ramlee in an engaging manner, reminiscent of him in a special origami tarbush hat, truly iconic of the legend. The influencer list includes Fairuz Misran, who famously looks and sounds like the late P. Ramlee. WE RETROFIED TVC, DIGITAL AND OOH! At launch, we deployed our retro KFC Burger P. Ramlee TVC on highreach stations and programs to target our Malay segment primary audience. The campaign covered all top digital/ social platforms, with impact and high reach formats such as Facebook R&F, Google Blast, YouTube Masthead. We also focused on interest and retargeting efforts to drive consideration on these platforms. The campaign completed with 24 Digital OOH sites within hightraffic locations in close proximity of KFC and McDonald’s outlets as part of the customer journey; reminding customers of our new Burger, inducing cravings and triggering action to try out the new Burger P. Ramlee at the nearest KFC outlet.

Effectiveness
Marrying Malaysians beloved chickenbased fastfood chain with the legendary Malaysian artiste was not just a gimmick. It struck a chord with our core Malay audience in positive incremental funnel metrics reflected in YouGov Brand Index. • An increase of +1.8pp in Consideration funnel, KFC surpassed McDonald’s after trailing for 14 weeks (20 Jul to 29 Oct)! • Our limitedtimeoffer definitely moved the needle much more for Purchase Intent as we saw an uplift of +3.6pp vs 2 weeks prior to launch. • KFC’s Burger P.Ramlee received overwhelmingly positive feedback as echoed by the +2.9pp increase in Buzz Score. • Brand Share +3% vs the last quarter • A 21% increase in transaction growth vs. same period last year (Source: KFC internal Data)

Objective & Challenge
What does an organisation do when hit with a once a lifetime Black Swan event like the Covid-19 pandemic? Most organisations would focus on cutting back advertising to avoid bleeding red. Coway saw the scenario very differently, and its objective was to help the nation in this time.

Insight & Strategy
Key Insights: • Research (International Medical School) found that 70% of respondents suffered moderate to severe depression and 43.5% had mild to severe anxiety. • The Department of Statistics noted a 60% increase in unemployment. • Charities were unable to raise funding, traditionally acquired to F2F interactions. The nation was suffering. Strategy: The need was clear: a timely, optimism-fuelled campaign that showed how Coway stood shoulder to shoulder with Malaysians, and cared for them. The prevailing environment did not make it relevant to run a hard sell campaign. Instead of being seen as a sales-seeking heartless organisation it was important for Coway to be seen as a responsible member of local communities. Coway believed that this strategy would subconsciously drive sales as well. “We Stand As One” (WSAO) encapsulates this campaign. WSAO is a 360 campaign that targeted all strata of Malaysian society, using different media channels to engage different segments. Using a common theme to bring the campaign together with a wide variety of engaging content elements relevant to the different segments. We Stand As One as a campaign was not limited to being just a communication campaign but had actual intervention built in. WASO used on-ground initiatives to prompt further involvement and actions from other individuals and organisations to create a MULTIPLIER SNOWBALL EFFECT. Consumers are skeptical about brands chest-thumping about the good work they do: hence we took an alternative strategic approach. BY THE PEOPLE: the campaign was led by Malaysians, not the brand. Influencers would identify people in their community who needed help, and Coway would then step in to aid and support. FOR THE PEOPLE: the aim of the campaign was to do good and help people across the length and breadth of the country. There was no sales push or product hardsell at all: in fact the product did not feature in communications. WITH THE PEOPLE: Coway would go on ground with influencers and social media fans, to impact the communities and do its CSR work. Again the brand took a backseat to help the country. A rallying campaign song, We Stand As One (WSAO), was also developed to knit the country together.

Execution
Role of each medium TV for Awareness and Build emotional affinity with consumers Newspapers for credibility with government and other stakeholders Digital :to Drive TOM, Engagement, shareability and WOM Influencers: to drive “by the people” feel, create legitimacy We integrated media seamlessly for WSAO: a> TELEVISION including FTA and satellite TV to achieve the massive reach. Television used the song asset to accelerate reach and frequency to get attention quickly. Ads also drove people online to discover more. b> DIGITAL MEDIA including social drove engagement and further discovery of brand activities, creating buzz. Allowing individuals to participate. Commenting and sharing was kickstarted by employees and partners of Coway. Platforms like NEWSWAV, THE STAR ONLINE, SAYS, REV MEDIA, NST etc helped generate more coverage and amplified the campaign, creating legitimacy and scale. Coway saluted Heroes of the pandemic in content. c>NEWSPAPERS drove credibility. d> Influencers: Innovative Engagement with Influencers rather than just using them as spokespersons for Coway. Influencers were picked to bring their own personal views and commitment to the campaign. Five key Influencers were invited and asked to pick relevant charities that they personally would want help during the period of the pandemic. With a free hand to choose the charity and the type of the engagement based on their own personal experiences, they managed the entire effort like their own personal initiative ensuring high level of authenticity in the engagement. This was perceived by their followers too, who then did their own initiatives and grew the campaign organically. For example, Mei Yan picked a very small orphanage located within a housing area rather than large orphanage as she felt strongly that during the pandemic, small orphanages will be neglected the most as they are the least known. e> On-ground initiatives to demonstrate the actual commitment of Coway towards the local community. Included donation of food, air-purifiers in high density locations like vaccination centers, recognition and aid for frontline workers etc. Choice of On-Ground Initiatives We chose initiatives to support needs of the local community and fit strategically with Coway. For example air-purifier donated at the vaccination centres were relevant for the needs of the community and also were relevant for growing the revenue.

Effectiveness
RESULTS: The campaign achieved a tracked media return of investment of 4.5X. Television reached 88% of audience with 1+ frequency, and achieved widespread reach. Digital achieved 147 million impressions, ensuring a high level of engagement, with 27 million video views. The view thru rate was high at 57% vs 15%-37% for most Malaysian video campaigns, indicating high level of engagement.. The campaign resulted in increased interest in participation resulting in 1.05 million click-through to the We Stand As One landing page. Overall engagement at 25% for social media posts. Over 65% of target audience was aware of the campaign and felt more positive and saw the brand more positively after the campaign PR value from the campaign exceeded RM 7.78 million INDUSTRY RECOGNITION This campaign has won multiple awards (2 awards so far) in the last 1 month: MDA D-awards • Best Digital Platform: non-profit/pro bono • Best Integrated Media Campaign WSAO had a very strong impact on the brand, with NPS score for Coway growing by 21% during the campaign. Despite not having any hard selling of products in the campaign the campaign built a strong momentum for sales due to the relevance to the local community. In fact, while the client cannot reveal data on sales (confidential) it was the best performing quarter in terms of sales for Coway in their history!

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
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 surrounded 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
Tiger Virtual Street Food Festival 2021 sales increased by 53.3% compared to last year’s TVSFF.