2010 | Gold | Best Use of Integrated Media Campaign
Advertiser: Telekom Malaysia Brand: Telekom Malaysia Creative Agency: - Credits: Ramakrishnan C.N. (Director), David Fu (Head of Interactive), Jane Chong (Media Manager), Hanim Mazam (Media Planner), Gurpreet Singh (General Manager), Stephanie Chin (Head of Operations), Lim Nian Shan (Senior Media Buyer), Alicia Boey (General Manager, Telekom Malaysia)
TM was heavily losing relevance among the Alpha Youth and there was an urgent need to refresh itself. TM challenged us to seed their branded song,“Through My Window”, amongst the youth and lure them to the biggest youth street karaoke party in the country.
We understood that in a controlled media like Malaysia, Mystery stories are the key source of thrill for the Youth here and the prevailing perception was that any “Good Music” has to be from an international artist. We decided to use these sentiments by triggering a mystery and sparking a debate around the song origins, so that we could engage and involve them around the song.
We engaged them in 3 phases
Trigger: Planted a mystery story of an unknown song in TV, Radio, Press and online to trigger the frenzy. Amplify: Got Youth celebs to make different versions of the song and urged youth to make their versions using an online DJ mixer. Participate: Get the youth to karaoke in various Cinema halls, impromptu karaoke via mobile karaoke cruisers, culminating in Malaysia’s Biggest Karaoke event.
Over 7500 User generated audio/video mashups were created, generating over 2 Million views on Youtube alone and more than 5 million online mentions. It was voted amongst the top Viral campaigns in Nov’09 by Goviral.com. Brand Loyalty scores of TM amongst youth went up by a whopping 22%.
2010 | Silver | Best Use of Integrated Media Campaign
Advertiser: Nestle Products Sdn Bhd Brand: MILO Creative Agency: - Credits: Germaine Ooi (Senior Executive, The Exchange), Foong Zaai Yee (Executive, The Exchange), Cindy Chia (Director, Client Leadership), Allison Chin (Director, The Exchange), Emily Chin (Senior Executive, The Exchange), Yvonne Tan (Senior Executive, The Exchange), Betty Liang (Executive, The Exchange), Nestle Products Sdn Bhd
Parents today are extremely competitive. They pressure their kids to excel academically at the expense of being an all-rounder. Given MILO’s heritage in sports, we set out to convince parents that sports teaches kids good values, improves their wellbeing, and is good for their all-round development.
Realising that parents believe academic success equals good career, we set out to educate parents on how ‘Play Time’ teaches kids all-round skills, essential for life success. We launched a nationwide wake-up call based on the communications theme, “Play More, Learn More”, demonstrating the scope for learning outside the pages of a book. Strategically rolled out the campaign in 3 phases: Awareness, Education and Advocacy where we turned ‘academically-focused’ parents to provide kids a balanced lifestyle.
We launched an integrated campaign highlighting the life skills and values learned through sports. We elevated Awareness through TVC, Newspaper, Billboards and LRT stations. Advertorials in Newspapers, Magazines and PR Educated parents further. We even used unconventional touch points by recruiting Malaysian sporting heroes and their parents to share their positive experiences via Forums and Radio. For the final Advocacy phase, we used digital platform so advocates can pledge online ‘Play Time’ for their kids.
Parents, media and government bodies preached the importance of sports, giving us more than RM1,600,000 worth of PR mileage! 68% more parents encouraged their kids to play sports (Source: Millward Brown). The Education Minister later announced that a compulsory sports syllabus will be introduced in schools.
2010 | Bronze | Best Use of Integrated Media Campaign
Advertiser: Nippon Paint (Malaysia) Sdn Bhd Brand: Nippon Paint Creative Agency: - Credits: Wong Tse San (Client Services Director), Fong Pei Shih (Media Director), Janise Shiaw (Senior Media Planner), Ooi Hoay Lee (Media Buyer) Gladys Goh (General Manager, Marketing, Nippon Paint), Wong Meng Lee (Brand Manager, Nippon Paint)
In a recessionary year, major renovations get postponed and this affected paint sales. To encourage sales in smaller quantities,
we needed more consumers to be interested to re-paint small areas of their homes. But different people are inspired differently. How do we integrate everything and yet satisfy different needs?
Understanding that different people are inspired differently, we used multiple approaches but with a single aim – to get them to pick up the paint brush and repaint just a small area. Strategy was to target the social Influencers first. They are crucial in creating a cascading effect as they are the focal point of their respective social circles. Editors, DJs, bloggers and celebrities were identified as Influencers. Get them inspired and the rest will follow.
Different platforms were used to motivate and inspire – magazine spreads, paint workshops, TV sponsorship, radio contest, virtual colour applications and online forums. In each of this, the Influencers together with Nippon Paint were the paint experts and colours were the main theme. All Influencers had to get their hands dirty by making over a part of their homes. This not only showed how easy it was to re-paint but really fun and rewarding as well.
1.5million viewers watched our TV show. Bloggers reached out to 2.8million people. Magazine editors created more than 50 unique wall-designs. And radio contest reached 2million listeners. Collectively, these ‘small projects’ contributed to a 18% increase in sales and made Nippon Paint #1 paint brand by Frost & Sullivan in 2009.
2010 | Finalist | Best Use of Integrated Media Campaign
Advertiser: F&N Interflavine Pte Ltd Brand: F&N Fun Flavours Creative Agency: - Credits: Chew Kagee (General Manager), Chai Yen Yen (Associate Director), Yvonne Lau Li Chien (Senior Planner), Siti Zaifida (Senior Buyer), Quennie Tan (Assistant Manager, F&N Interflavine Pte Ltd), Kamal Kadir (Account Director, Bates 141)
In a competitive soft drinks category, winning amongst Youth was key to growth. F&N Flavors was still perceived as a Tween drink by some in a shrinking market. It needed to re-inforce an edgy, Youth image with street credibility, while staying true to its DNA of being a ‘fun’ drink.
In 2009 Dance reality shows were becoming big among the youth. So, we decided to choose Freestyle Dance as the platform for them to express themselves. 8TV was the perfect partner and was formally declared ‘friends of F&N’. F&N Freestylz ‘Show Your Moves’ contest was born. We co-opted all 8TV youth programs, got their celebrity hosts involved to show their moves, their production teams etc to create on-air buzz and excitement.
8Quickie, Chopp! and 8 e-news invited youth to join. Celebrity freestyler judges appeared on 8TV shows to invite their fans to Bring It On. A string of 8TV celebrity hosts were hijacked to Show Their Own Moves on TV and add fuel to the fire. Special TV bugs were sprinkled inside several programs. Freestyle roadshows footages were blasted to build momentum further. Finally the Grand Finale broadcasted a breathtaking battle of ultimate cool.
Youth across Malaysia moved to F&N’s rhythms. In just 4 months of campaign, Spontaneous Brand awareness grew 12% to achieve its highest since 2005. F&N grew its share in highly competitive category by 5% Year-On-Year to further extend its No.1 position lead.
2010 | Finalist | Best Use of Integrated Media Campaign
Advertiser: Nestle Products Sdn Bhd Brand: PURINA FRISKIES Creative Agency: - Credits: Angeline Lim (Executive, The Exchange), Yoong Kah Lai (Senior Executive, The Exchange), Allison Chin (Director, The Exchange), Cindy Chia (Director, Client Leadership), Nestle Products Sdn Bhd