Archives




2023 | |

Premiering Happiness to All

Advertiser: UMW Toyota Motor Sdn Bhd
Brand: Toyota Veloz
Creative Agency: SEED INTEGRATED MALAYSIA SDN BHD
Credits: -

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Objective & Challenge
In the highly competitive B-segment crossover market, where the likes of Perodua Alza and Honda BRV have established their presence, the introduction of the all-new Veloz posed as a significant contender. This vehicle category holds great popularity within the family segment. Our objective revolved around successfully launching the all-new Veloz to appeal to young families and drive sales. It became crucial to devise a strategy that would allow us to differentiate ourselves within this competitive landscape, ultimately increasing our market share. While the Honda BRV maintains a premium pricing strategy and the Alza positions itself as a value offering, we needed to identify a unique proposition that would set the Veloz apart. How do we create a wedge in this established market to grow shares?

Insight & Strategy
Our approach focused on showcasing the vehicle’s features beyond just price and functionality, emphasizing how it could enhance the lifestyles of young families. By highlighting the distinctive attributes of the all-new Veloz, we aimed to create a desire among consumers to embrace the associated lifestyle it represents. To elevate the perceived value of the model, our strategy involved emphasizing the experiential aspect rather than solely focusing on the vehicle itself. By demonstrating the tangible benefits and the broader experience that the all-new Veloz can provide, we sought to establish an emotional connection with our target audience, driving their desire to be part of the Veloz community. Our primary target audience comprises of young parents who lead busy lives, juggling their professional commitments alongside their parental responsibilities. The challenge lies in the fact that these individuals often miss out on the opportunity to experience the unveiling of new vehicles, as such events are typically restricted to the media within closed-door settings. To address this issue, we conceived the idea of introducing the Veloz experience through a livestream, allowing our target audience to actively participate from anywhere they may be located. Rather than limiting the excitement to a select group of 200 automotive journalists, we decided to open our doors to all enthusiasts who seek happiness.

Execution
Our media strategy aimed to effectively communicate with a wide range of young families that had the opportunity to witness the public unveiling of the Veloz. Our key objective was to ensure that they were well-informed about the date and time of the event and the strategy was executed in 3 parts: Counting Down to Happiness: To build anticipation and generate interest, we deployed teaser advertisements leading up to the virtual event. This teaser campaign commenced a month prior to the launch, aiming to capture the attention of potential buyers and encourage their registration. We implemented retargeting strategies to ensure interested individuals were reminded of the livestream date. To maximize hype and generate further interest, we extended our promotional efforts beyond Meta and leveraged additional advertising channels such as search engines, automotive websites, and content platforms to drive registrations and traffic towards the livestream. The Big Announcement on the Launch Day: For the official launch, we executed a series of high-frequency spot buys across popular radio stations including Era, Hitz, and 988 FM for a duration of two weeks. We strategically secured placements in high readership newspaper titles, emphasizing the delightful experience offered by Veloz. Expanding our reach, we optimized our spending across online news platforms using programmatic display techniques. Complementing this, we released a series of branded articles that circulated on top lifestyle websites, showcasing Veloz as the premier choice for adventurous families seeking a premium crossover vehicle. Moreover, we leveraged programmatic rich media, incorporating engaging skinners on leading automotive websites to inspire our target audience. The Big Happy Reveal: To ensure maximum viewership and engagement, we strategically hosted the livestream unveiling of the all-new Veloz in Meta at 9pm on the launch day. This specific time was determined based on thorough analysis of historical data, which indicated that it garners the highest online viewership. Our entire media campaign, including the teaser phase and earlier day-time advertising efforts, was meticulously designed to drive viewership of the livestream, allowing a larger audience to partake in the excitement of the unveiling. The livestream event spanned a total duration of 11 minutes, during which we presented the car unveiling and conducted a comprehensive product walkthrough. This walkthrough served as an opportunity to showcase the exciting features of the new model, highlighting its ability to offer new adventures and happiness for young families. By providing a detailed overview of the Veloz’s capabilities, we aimed to captivate the audience and instill a sense of aspiration and desire for the vehicle.

Effectiveness
By premiering happiness to all.. Our campaign yielded exceptional results, surpassing the typical reach of a media launch that generally captures the attention of only 200 journalists. In contrast, we successfully captivated the additional interest of over 2 million potential Veloz buyers, providing us with an extensive and engaged audience, directly. While acknowledging the importance of the media as a vital audience segment, our livestream event offered an additional 1.98 million viewers the opportunity to join the unveiling experience. Impressively, 594,234 viewers remained engaged throughout the entire launch, indicating the high level of interest and enthusiasm generated. Through our follow-up optimization strategy, we achieved a remarkable 37 million impressions over the course of the two-month campaign from teaser to post-launch. Following the livestream, the all-new Veloz achieved an impressive 95.3% of its annual sales target. This remarkable performance contributed to the Veloz surpassing the Honda BRV as the nation’s preferred premium family crossover. According to MAA data, the all-new Veloz recorded 10x the sales volume of the Honda BRV from October to December 2022, demonstrating its strong market appeal and customer preference. Sources: 1. Global Web Index 2. Malaysian Automotive Association Industry Sales Data Jan-Dec 2022

2023 | |

Berkat Ramadhan dan Susu Dutch lady

Advertiser: Dutch Lady Milk Industries
Brand: Dutch Lady
Creative Agency: PHD MEDIA (M) SDN BHD
Credits: -

Objective & Challenge
An Environment Milked Dry Ramadhan is always the month of competition for F&B brands and those remotely related. Every taste and culinary ad-aspects are a competition binding itself to Ramadhan motifs. Even a brand like Dutch Lady, with its near-perfect brand awareness, competes uphill for Top-of-Mind Awareness (TOMA). Despite launching their Banana-flavoured and Kurma-flavoured (dates) milk as a Ramadhan exclusive, they needed a separate space to compete. Dutch Lady wanted to drive sales for their new flavours. To do so, not only will they leverage on new ad formats, but the products need to pivot itself into an often-negated category; cooking supplies. To better assimilate with ‘The right audience at the right timing’, a platform partner is also necessary, above and beyond the usual programmatic layering. Thus, Dutch Lady partnered with Grab to harness their technology affiliation to travel, eating, and shopping moments. This allowed Dutch Lady to tap into precise action moments with the advantage of logistics convenience navigated digitally. Success of this campaign is measured by SKU sales driven by Grab.

Insight & Strategy
Until the Milk Comes Home The overall strategy involves a myriad of factors: – Simplicity: Recipes that require minimal steps and ingredients. – Accessibility: Not limited by location or time. – Convenience: Ingredients listed, selected, carted, and delivered in minimal taps. Every Grab user opens the app with an intention; Booking a ride (travels), ordering take-outs (Food), or grocery delivery (Shopping). All intentions are likely linked to fast-breaking arrangements in the month of Ramadhan. On that chance for affinity, Grab offers Dutch Lady an opportunity to interact with its users and communicate their Kurma and Banana Milk’s appeal. In the form of a shoppable-recipe ads, Dutch Lady suggests multiple recipes that utilize their Kurma or Banana Milk as key ingredients. The strategy allows Dutch Lady to optimise TOMA for immediate purchases. By appealing with recipes, Dutch Lady positioned itself as a purchase for the audience’s next home-made meal. Our next insight then moves to purchase drivers. This brings the second app-advantage that Dutch Lady wishes to utilize upon; ease of purchase and logistics. In the ecosystem of Grab, Dutch Lady’s ads could encourage add-to-cart, check-out, and delivery to a location of choice. These factors further harnessed from insight where majority of Muslim audiences are time-pressed in the fasting month.

Execution
Buying With The Fewest Clicks Simplicity must be at the heart of execution. The first challenge is sharing recipes achievable by the most amateur of home cooks. Enough in variety to capture a wide audience, but not overwhelm. A sweet spot of 5. Accessibility is tied to participating vendors. Dutch Lady worked with Hero Market for a logistic advantage. Not only are their stores high in volume, they are also more capable of ensuring stock availability throughout the campaign duration. Finally, is Convenience. Dutch Lady also makes sure in addition to its own SKU, other key ingredients (E.g. Sugar, flour, agar-agar powder, etc) can be purchased in the same order. The purchase needs to be completed within minimal steps from the first tap of the ad. Media execution is designed to inspire cooking inclinations. This gave us the advantage of competing even outside conventional Ramadhan meal hours, including tapping into audience shopping moments. However, the Ramadhan festive and gastronomic appeals are retained in the comm-styles to give ourselves optimum contextual advantage. No limits on audience demographic or time of day/week.

Effectiveness
Result and Response Improving shopping logistics for the targeted audience served as winning breakthrough for Dutch Lady. Responding to the audience’s cultural insight also taught the brand to limit this convenience to only Ramadhan, where the audience’s needs and priorities shifted. The campaign recorded: – 1.1 million unique users or 12% of the total population in Klang Valley captured. – 5% overachievement of SKU target sales across Malaysia. – 300% overachievement of benchmark CTR at 1.7% – 584% increment in sales driven by Grab Ads.

2023 | |

Lengkapkan Sahur, Semangatkan Ramadan Bersama Berocca

Advertiser: Bayer
Brand: Berocca
Creative Agency: ESSENCEMEDIACOM SDN BHD
Credits: -

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Objective & Challenge
Ramadan across the world and Malaysia is a month of reflection and moderation in eating and personal habits for all Muslims. Unfortunately, health and supplementation takes a back seat during this holy month especially as their daily supplement consumption practice is disrupted as Muslim partake in their daily fasting routine on top of the challenge of managing their daily responsibilities from work commitment, to family requirements, down to even meeting their personal life goals. Hence the core objective of the campaign was to create a need for energy and focus supplementation during the holy month of fasting, and to subsequently drive resonance and relevancy of Berocca in the space of energy and focus to Malaysian Muslims, and therefore “Lengkapkan Sahur, Semangatkan Ramadan Bersama Berocca (Complete Your Sahur for a Spirited Ramadan”)!

Insight & Strategy
The prophet once said “Whoever does not have the intention of fasting before Fajr, there is no fast for them”. Apart from its spiritual significance, Sahur holds great importance in ensuring a successful fast by providing Muslims with the energy and focus for the day ahead especially as they strive to juggle work and religious commitment. Hence recognizing the significance of Sahur, we made it the focal point of our campaign, aiming to make it a personal and be the brand that anchors and provides Muslims with solid kickstart to their challenging day ahead. While on the media side of things, the digital ecosystem has evolved so much that it has become a fragmented landscape where consumers are are bombarded with stimuli from various different sources at the same time, resulting in a significant low attention span ; average eyes on dwell time for mobile at 1.0s, desktop at 1.7s, IG infeed at 1.3s and Meta infeed at 1.6s. We understood that a mere generic one-to-many ads would simply vanish into the abyss of blind spots and in a world where Malaysians are constantly seeking satisfaction amidst the whirlwind of content, the task for us was the most challenging yet fundamental : we needed to break through the clutter and CAPTIVATE. Hence, we embarked on an endeavor to create Malaysia’s first Personal Sahur Daily Wake Up Call and Check-in Buddy. The goal was to transform a daily mundane routine to an action of joy and inspiration for all Muslims across the nation by injecting a spark of excitement and trill to every morning; we partnered with Luqman Podolski, a homegrown talent who raised to fame from humble beginning to create a digital ecosystem where consumers are able to have a daily interaction with Luqman every Sahur while priming themselves with Berocca to tackle the day ahead!

Execution
To set the stage right for a complete immersive and captivating experience, we needed to ensure we provide our consumers a condusive platform for engagement, and therefore we built an exclusive mobile first microsite which Malaysians can sign up for a customised daily 5AM engagement in the form of a call and SMS greetings from one of the most well loved and exciting Malaysian voice, especially among the Muslim audiences – Luqman Podolski! With his uproarious comedy skits that resonate across multiple channels, he is able to break through the clutter and monotony of typical Ramadan brand advertisements, ensuring an authentic and standout experience that transcends the sea of similarity. In addition, we also incentivised consumer’s daily habit of consuming Berocca during Sahur moment by having a weekly point based contest on social where participants stands a chance to win many interesting prizes from Apple AirPods Pro to iphones to various different shopping vouchers Following this, an integrated 360 campaign was built around this activation to ensure we amplify the reach and engagement to as many Muslim Malaysians as possible. Customized campaigns was activated across display, video, social, audio and TV anchoring our first Personal Sahur Daily Wake up Call and Check-In Buddy: Video Immersion : Thematic video ads ran across TV, YouTube, and OTT platforms to establish the awareness of our Sahur activation campaign along with the core message of Berocca consumption to kickstart the day. Mobile Take Over : Leveraging rich media programmatic network, we deployed a two pronged dynamic countdown mobile ads of Luqman targeting Malaysians. The first layer of the approached involved precision targeting via day part and affinity targeting pre-Sahur, post Sahur and Iftar moments of the day. The second layer involves customized messaging to match the different lifestage of each of core target audience (business professionals, sports enthusiasts, and students). Social Activation : Introduced the Tiktok Duet Challenge #BersahurBersamaBerocca (‘Sahur together with Berocca’) where we recruited three KOLs with different personalities who created “duet” videos in different styles – lip synching (pantun / poetic skit); acting (dramatic conversation); dancing (high energy moves). Consumers pick a style that appeals to them and “duet” or “collaborate” with the selected KOL on a split-screen to complete the video for the opportunity to win prizes. E-com Stimulation : Exclusive online promotions to drive trials and purchases on Berocca’s official e-store with the e-exclusive Ramadan Sahur Kit which consisted of 30x sachets of Berocca tablets to encourage daily consumption throughout the Ramadan month. This included 2x Shopee Live sessions and Berocca Brand Days in partnership with leading healthcare chains Guardian and Watsons.

Effectiveness
Immersed by Berocca experience, the campaign was a huge success across all platforms! Social : 537 mil views for Duet Challenge with above 40% engagement rate across TikTok, Meta and Instagram. Brand Health : Aided awareness grew to 91% from 81% (previous quarter) combined with an increase of 5% in trial usage. Brand Message : 1. 95% agrees that drinking Berocca during Sahur helps to keep me energized throughout the day. 2. 97% agrees that Berocca contains the vitamins and minerals required for Ramadan. 3. 97% agrees that Berocca gives me energy to help each other during Ramadan. Sales : More than 2,000 sahur kits were sold in less than 1 month with 5 star rating (an increased 35% from FY21) and consumption value increased by 30.5% vs Ramadan 2021.

2023 | |

Gila Bola in the Metaverse

Advertiser: Celcom by celcomdigi
Brand: Celcom Berhad
Creative Agency: MINDSHARE MALAYSIA
Credits: -

Objective & Challenge
Sports and the WorldCup in particular opened up an opportunity for Celcom to use a major sporting event as a marketing platform to attract youths. However, this time around, Celcom was not the official media partner for the World Cup in Malaysia and had no sponsorship rights. Celcom’s strategy of having total domination of all things football across all media channels was in jeopardy, and the agency had to find a clever way to make the brand presence felt strongly together with fans every step of the way. Challenge: Celcom needed to find a fresher way to connect, boost brand loyalty, increase market share and sales with the youth segment. FIFA WC offered the opportunity. How did Celcom bring casual and hardcore football fans together owning FIFA Worldcup without being a sponsor?

Insight & Strategy
We wanted to demonstrate that whether you’re a hardcore football fan or one that easily gets swept up in the euphoria of the World Cup, Celcom was here to bring everyone together to cheer on the football craze. Big Idea: CHEER ON WITH CELCOM. Instead of being the official sponsor of the world-cup, Celcom was the Official Sponsor of Fans We were attracting a new generation of consumers who were born into the digital world: The Youth. They grew up glued to the screen and the virtual world was a big part of their screen time. Therefore, it was even more important to create a fan experience that bridged physical and digital universes because it allowed fans to engage with the World-Cup and their favorite teams regardless of location or circumstance. Our Solution: Bring the Cheer to the Metaverse. We built a Metaverse, allowing fans to experience the Football WC in Qatar through interactive activities with Celcom and the fans at the centre of it all. In the metaverse, fans could experience the FIFA World Cup through unique interactive activities and engage in fun games to win prizes, and buy exclusive Celcom NFT jerseys throughout the campaign. The space also housed elements from a Spin to Score game and product offers that would guide interested consumers to Celcom’s respective product pages. It became our “always-on” platform for consumers to explore during the WorldCup season.

Execution
The Celcom World Cup metaverse had four key features that gamified and enriched the fan experience: 1. Team Selection: As soon as users entered the Metaverse, they were prompted to create an avatar and pick a team jersey based on the teams playing that day (E.g France vs Argentina). Celcom made sure that avatar facial features and skin colours were inclusive and diverse so users could create ones that truly represented them. 2. Stadium: Next players could head to the virtual stadium and guess the chants of their favourite teams and find the flags of all participating WC teams to stand a chance to win prizes and earn more coins. The virtual currency earned in the stadium could then be exchanged for vouchers to purchase real-life products (e.g prepaid cards and mobile phones) 3. Game Day: During each match, players were encouraged to invite friends to join their own watch party and create a customised dance during half time break, then share a recording of their Gila-Gila dance with the #CelcomGilaGilaBola for a chance to win vouchers and in-game coins. 4. Full Time: At the end of each game, players were encouraged to open a crypto wallet with Tezzos and redeem Celcom rewards, including keeping the jersey as an NFT. The launch of Metaverse coincided with Celcom Nationwide On-ground takeover as well. Besides being able to watch a live screening of the matches on 1,310 sqm large screen, for those yet to try the World Cup metaverse, we gave fans the first taste of Celcom’s World Cup Metaverse. At on-ground booths, guests were guided through the registration process to understand how they could create their own avatar and receive virtual points that could be redeemed in the Metaverse.

Effectiveness
Media’s Impact: • Campaign amplification exceeded the set KPI by more than 30%, reaching out to a larger audience. • Over 110k engagements were garnered on social media platforms, indicating a strong response to the campaign. • Within the one-month FWC campaign, we attracted 97,800 fans to our Metaverse, with an average time spent of 9.6 minutes on the platform (approximately 30% of halftime) • A total of 7,500 Malaysians attended our on ground events, experiencing Celcom FWC Carnival. • More than 10x publishers generously promoted our viewing parties FOC during the campaign, further amplifying our reach and impact. Business Impact • Sales of prepaid services among the youth segment increased by 234% during the FIFA World Cup compared to the previous months (September-October 2022). Brand Impact within 2 months Amongst the youth, all brand scores increased (Before vs After the campaign): a. Ad Awareness: To 30 from 21.4 b. Buzz: To 22.1 from 13.5 c. Consideration: To 26.4 from 8.1 d. Purchase Intent: To 8.3 from 1.3 e. Recommendation: To 2.6 from 2.5

2023 | |

Clear Men: The Ultimate Halftime Game

Advertiser: Unilever (Malaysia) Holdings Sdn Bhd
Brand: Clear Men Shampoo
Creative Agency: MINDSHARE MALAYSIA
Credits: -

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Objective & Challenge
Despite its intrinsic association with football, ClearMen was not an official sponsor of the 2022 FIFA World Cup(WC22) but they saw the event as a prime opportunity to strengthen its football association. ClearMen faced several challenges as a non-official sponsor: 1. Restrictions on mentioning the event 2. Heavy competition from official sponsors and other male grooming products 3. Distractions from social chatter during the tournament Business Challenge: Communication Challenge: How could Clear Men find an innovative way to engage male World Cup fans, without being a sponsor?

Insight & Strategy
Our research showed: 1. Malaysian men are relentlessly dedicated to their favourite teams, players and matches. And more importantly their favourite tournament that only comes around every 4 years. 2. During the world Cup especially fans are wrapped in the frenzy of the world cup. They constantly need to be apart of the adrenaline of football. During the match, after the match and even at half time. 3. However during half time, they don’t have an outlet and end up on their phone endlessly scrolling through content, waiting for the match to resume. Insight: The reality is, when the halftime break arrives, football players catch their breath regroup and recuperated, however fans are on the edge of their seats dying to get back to the action to kill the anxiety So How could we Clear Men own the halftime game no one else was playing And when most brands were plastering ads throughout halftime, our window of opportunity was very short: 15 minutes to capture the anxious minds of our target audience and engage them with our brand as they were sitting on the edge of their seats eagerly waiting for the game to resume. Our solution: We decided to build an interactive mobile game that that tapped in the world cup football experience called Juara Clear

Execution
Building a Interactive game to own half time We built a browser-based game, that allowed viewers to – Compete during the Live game aired only during the halftime breaks of every single match of the world cup. This what would allow us to own halftime. – Then during off hours when the world cup was not on, players could practice on Juara Clear, anytime to understand the game, play it and get better at it – so they were ready to jump back into the tournament once when the game went live during halftime. At every half time players would compete against the clock to make the Top 5 leaderboard for a chance to win: – Merchandise – Daily cash prizes – Or to be honored our own version of the Ballon d’Or: the Juara Clear Golden Ball. Ensuring Juara Clear was unmissable during half time We leveraged our partnership with Astro, the official broadcaster of World Cup 2022, to create a QR code-based promotion featuring Cristiano Ronaldo. Now to ensure that the game was ever present and unmissable, we tapped into our audience’s media habits. – We were there with QR code on TV when our audience browsing through channels. We encouraged viewers on TV, social media, and the Sooka platform to scan the QR code or click on our digital ads to participate the in-browser live interactive game. – With 3-minute games that could be played during halftime, we aimed to keep interest and engagement high. – We were there when our audience was scrolling through social media during half time with our agile social postings covering matches updates. – We were there with KOL ambassadors when they were looking for the social chatter. – And in-store to further drive our game awareness with the exclusive Juara Clear shampoo packaging

Effectiveness
By hijacking the Fifa WC half time, Juara Clear brought unprecedented business impact: • Increase of 9.6 points in consideration (against 3 months) • An increase of 4.6% in the number of Clear buyers (vs previous period) • A significant +9.3% increase in volume usage for the brand vs (previous years) • A noticeable 4.5% increase in penetration indicating a change of behavior from soap-and-water to Clear Men Best of all, we were present at the half time of 56 games, which is equivalent to 9 football games (840 minutes) of uninterrupted engagement for the brand.