2011 | Finalist | Best Use of Magazine
Advertiser: Samsung Malaysia Electronics Sdn Bhd Brand: Samsung 3D LED TV Creative Agency: Leo Burnett KL Credits: Connie Tan (Senior Media Manager), Lee San San (Media Group Head)
Challenge
Samsung’s LED technology is well known and received by consumers but consumers still perceive Sony as being the TV technology pioneer. This was a challenge is for Samsung when they introduced the first 3D LED Full HD TV, owning the 3DTV sphere. Adding to the challenge, advertising fund was limited.
Solutions
Footies, pre-dominantly males, crave for best viewing experience while watching their favourite football team playing. With World Cup 2010 less than 2 months away, Samsung saw an opportunity to drum up the 3D TV experience i.e. watching World Cup in 3D will never be the same again. We want to show footies that with Samsung 3D LEV TV, they will have the best football experience – best surprises, controversy, suspicion, killer upsets and overtime thrillers.
Execution
What more a better way to showcase 3D in a traditional 2D medium, using lenticular printing technique on the front covers in the top two tech magazines – HWM and PC.com. The 3D effect was brilliantly brought to live in magazines. On the cover of these magazines, readers are able to see the image change or move when they viewed them from different angles. This gave the readers a different experience while reading.
Result
Within a short period of time when magazines were issued, the TVs were sold out. Customers were placed on waiting list because of the unexpected demand. Samsung AV Product Manager achieved top sales performance in May 2010 and was awarded a placement on the Samsung Malaysia Electronics’ Wall of Fame.
2011 | Finalist | Best Use of Magazine
Advertiser: Samsung Malaysia Electronics Sdn Bhd Brand: Samsung Galaxy 5 Creative Agency: Leo Burnett KL Credits: Connie Tan (Senior Media Manager), Lee San San (Media Group Head)
Challenge
At the height of the iPhone popularity, the launching of Samsung’s Galaxy S would face the possibility of being drowned out by the competitor’s media hype. We needed to find a way to influence our target audience to consider the Galaxy S.
Solutions
One of the key winning features of the phone (from many early online reviews) is its super AMOLED display screen which delivers super clear images. From a creative standpoint, we saw an opportunity to reinforce this USP on tech magazines as they are printed with gloss finish. By creatively appealing to the techies/early adopters who reads such magazines, we aimed to convince them that our Samsung Galaxy S Android smartphone was a worthy contender.
Execution
A 16-page mini booklet on the Galaxy S was placed on the cover of PC.com, printed on high quality gloss finish. This guide book served to educate the techies on the phone’s features and benefits, arming them with bite-size content which they can use to populate the Web through their blogs, forum entries and Facebook. Having great content that other website owners will want to link to will improve search results for Galaxy S.
Result
The Samsung Galaxy S shot into space! Local search volumes on Google grew by 87% within a month of the launch and continued to increase while iPhone’s interest stagnated. According to Samsung Malaysia, they managed to sustain their sales target for 3 continuous months from launch date.
2012 | Gold | Best Use of Magazine
Advertiser: Glaxosmithkline Consumer Healthcare Sdn Bhd Brand: Horlicks 3 in 1 Lite Creative Agency: - Credits: -
Challenge
Horlicks, a nutritious drink for kids, launched a convenient “Horlicks 3in1 (H3in1) Lite” in 2009 that was well-received but had an uphill task of gaining shares from dominant Milo. We were challenged to boost H3in1 Lite to attract adult users, and grow market share before the next launch in 2011.
Solution
H3in1 Lite is high in nutrition and fibre while low in sugar, making busy working women our perfect new target. Insights reveal they tend to neglect their health, but that they also admire other successful women as role models. Merging these insights, we identified the “Alpha Woman” role model who promotes a “good, holistic, balanced lifestyle” to inspire our target. H3in1 Lite will be there throughout the inspiring journey to “celebrate the everyday superwoman”.
Execution
Insights reveal that working women turn to women magazine titles to gain inspiration and ideas from other alpha women. Riding on this insight, we selected the magazine platform to portray the stories of three different types of busy alpha women: housewives, working mothers, and single working women. We shared real stories and tips of how these busy women juggle their daily responsibilities while taking good care of themselves to achieve a holistic, balanced lifestyle.
Results
The campaign successfully attracted a new user group to achieve H3in1’s highest sales history, with 111% growth compared to pre-campaign month. Strong growth continued even after campaign period, garnering increased sales when H3in1 Fibre Up launched in Q3 2011. Market shares increased 31% at the end of the campaign.
2012 | Silver | Best Use of Magazine
Advertiser: Nestle Products Sdn Bhd Brand: Nestle Nestum Creative Agency: - Credits: -
Challenge
Nestum is long reputed as a popular baking ingredient amongst Malay consumers, especially leading up to festive seasons when baking activity peaks. However, its festive-centric association caused Nestum sales to stagnate. Our challenge is to convince housewives to consume Nestum outside the festive Hari Raya period.
Solution
Malay mothers rely on magazines for baking ideas during festive seasons. So we strategized a communication that leveraged on the most popular local recipe magazine, “RASA” which is highly read by Malay mums. We reached them during the baking frenzy through the familiar ground of cookie recipes showcasing Nestum. We then anchored this opportunity to seed other creative ideas of using Nestum because these mothers also cook for their families on a daily basis.
Execution
We demonstrated creative Nestum ideas beyond conventional cookies in RASA’s most anticipated pre-Raya issue, dominating the front cover to showcase Nestum’s special issue. Stories were angled to shift Nestum’s perception from a festive baking ingredient to a daily cooking ingredient, while celebrity endorsements of Nestum’s benefits pushed Nestum as a delicious, healthy recipe. The magazine editor further emphasised the importance of breakfast with Nestum. It was the most audacious cooking magazine deal of the year.
Results
Nestum dominated 70% of RASA’s available content. 100,000 copies of the special issue was printed – the highest circulation for the year. Demand for the issue continued even after publication month. Market share rose from 21.8% to 24.3%, the highest point achieved over the past 1 year.
2012 | Bronze | Best Use of Magazine
Advertiser: Kellogg Asia Marketing Inc (Malaysia Branch) Brand: Special K Creative Agency: - Credits: -
Challenge
Most savvy women recognize that weight loss is not a quick fix they can achieve within a few weeks. We needed a creative media execution cutting through clutter of weight-loss advertisements and convince our audience that the Kellogg’s Special K “2-weeks challenge” is the best weight management solution that works!
Solution
Insights show that our target audience is skeptical toward weight loss ads. These women look for realistic ads, not misleading. The solution was to look for a channel which they can trust and content which they can connect and engage in. Magazine was chosen as the medium. We designed thematic stories which would resonate with our readers and coupled it with a “2-weeks challenge” pack. The idea: The real 2-weeks challenge.
Execution
We partnered with Hot, a popular magazine amongst women audience to create thematic advertorials to meet different needs and moods of our savvy audience. Categories included; eating right, dress your shape, career profiling etc. The relevant and useful content set up the right frame of mind for our readers to be open to request for the “2-weeks challenge” pack consisting of a full size 370g box of Kellogg’s Special K.
Results
All of the 600+ sample packs allocated for this 2- month exercise were snapped up within the first month! Due to the overwhelming response from the readers, the magazine owners requested for more sampling packs.