Archives




2010 | |

Teens Rockin’ to the Twisties Anthem

Advertiser: Kraft Malaysia Sdn Bhd
Brand: Twisties
Creative Agency: -
Credits: Chan Wan Lih (Senior Manager), Rahayu Rashid (Manager), Althea Wang (Manager), Hudzaifei Hazmi (Senior Executive), Karen Tan (Senior Executive)

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Challenge
In Twisties’ continuous quest to make the teens’ life ‘Irretwistably-exciting’, our task was to keep them coming back for more in a way that is relevant in their lives. So how can we fascinate these ‘tough to please’ youths?

Solution
Music is their best friend – it’s their constant companion throughout the day and they like music that ‘understands’ them. “Indie-rock” is the “IN” thing right now, as it is a form of expression that reflects their current state in life. We acknowledged this by collaborating with award winning band “Pesawat”, to craft an anthem for Twisties. The song was tailor made to reflect the Irrestwistible brand and the youthful personality of our target.

Execution
We popularized the anthem via radio stations – HotFM, Era.FM, Fly FM and XFM as the first point of contact to introduce and hype up the song with high frequency airplay. The song was also made present on Chart shows and available for listeners to download. We propelled the song to international stardom when “Pesawat” performed it at the LA Indie-Fest Bandung Festival in Jakarta, after which, Ardan.fm, Oz.fm, 99ers.fm, Hardrock.fm played the song as well!

Results
We got the teens beyond Malaysia rocking to the Twisties beat! The song was downloaded: More than 100,000 within less than 8 weeks in myspace, youtube, Facebook & telco’s. It became No.1 in FlyFM’s ‘Campur Chart’ and ‘No.1 indie-rock song in Indonesia, Ardan.fm. We get higher air-play in all local radio!

2010 | |

Weaning Words of Wisdom

Advertiser: Nestle Products Sdn Bhd
Brand: Nestle Baby Cereal
Creative Agency: -
Credits: Lim Suk Yee (Executive, The Exchange), Audrey Low (Senior Manager, Client Leadership), Yoong Kah Lai (Senior Executive, The Exchange), Allison Chin (Director, The Exchange), Nestle Products Sdn Bhd

RAD - Weaning Words of Wisdom

Challenge
The Ministry of Health’s new regulation disallowed medical professionals to promote or communicate any brand of infant food to mothers. How do we ensure new mothers ONLY think of Nestle Baby Cereal when her child is ready to be introduced to solid food?

Solution
Research showed that inexperienced, new mothers need constant assurance and support. That is why they exchange tips amongst themselves. But we realised the best advice comes from experienced mothers supported by a trustworthy brand, Nestle! So we conceived a consumer-generated radio show, “My Little Precious First Solid Food’, providing new mothers opportunity to learn from experienced mothers and Nestle.

Execution
We encouraged experience mothers to share their most valuable weaning experiences. The most memorable advice was selected and broadcast live to the entire nation, by mothers themselves! These mothers were then gathered to advocate a sharing session with new mothers. Nestle was seamlessly weaved into their feeding experiences, reinforcing Nestle to be mother’s first choice for baby weaning.

Results
Nestle gained many mentions! Mothers testified their trust for Nestle, further strengthening Nestle’s role in mothers’ minds. Experienced mothers were happy to be acknowledged as experts, while new mothers appreciated the learning. As a result of this campaign, sales grew by 10%!

2010 | |

Sllrrrping Together, Happy Forever

Advertiser: Mamee Double Decker
Brand: Mamee Sllrrrp
Creative Agency: -
Credits: How Yuan Yi (Associate Media Director), Mandy Liew (Senior Media Planner), Vincent Loong (Media Planner), Jennifer Chua (Media Buyer), Sim Beng Geok (Client Services Director), Pierre Pang (Senior Manager), Kenny Au (Manager)

RAD - Sllrrrping Together, Happy Forever

Challenge
Mamee Sllrrrp a truly Malaysian brand in the highly competitive instant noodles category where price and taste is almost parity, we shook the indifference by creating empathy—knowing that the way to a Malay’s stomach is through their heart.

Solution
Building empathy needs deeper brand and consumer insights to connect. Our brand insight on Sllrrrp is about enjoyment and having fun. The consumer insight was Hari Raya Open House is very close to the Malays’ hearts but the even deeper insight was “Celebrities would really make my Open House special”. The solution was to work with leading Malay channels to create a competition that brought celebrities and stars to host your Open House celebration.

Execution
Radio promoted the campaign on-air and on-ground with highly engaging executions that stood out from the clutter. Daily, celebrities and radio station personalities went on-ground for a month to entertain crowds, promoting the campaign at various locations. Daily, spots were anchored in highly intrusive pre-breaking fast segment to create constant reminder and sense of urgency for the contest. During the OpenHouse, live Radio broadcast from the winner’s home gave him instant fame and bragging rights.

Results
The campaign connected strongly and built empathy with the Malays, recall increased by 7%. 396,227 hits and 112,032 branded Raya e-cards sent out, giving us more than two minutes of valuable interaction with each contact. OpenHouse publicity reached unprecedented heights across channels. Best of all, sales recorded a 10% increased.

2010 | |

Malaysia Goes Brrr

Advertiser: The Coca-Cola Company
Brand: Coca-Cola
Creative Agency: -
Credits: Rina Low (Associate Director), Dzeti Mohamed (Senior Planner), Rajina Kaur Dhillon (Media Planner), Farriz Yousof (Media Buyer), Azhari Ishak (Brand Manager, McCann Erickson), Clarence Koh (Associate Brand Director, McCann Erickson)

RAD - Malaysia Goes Brrr

Challenge
Against the backdrop of a tough year, Coca-Cola was best placed to refresh and lift the spirits of the youth. Our challenge was to create a buzz around this connection between the uplifting drink and the stubborn optimism it brings. We wanted youth to participate and share the brand experience.

Solution
Drinking Coke triggers a burst of chill through the body, that’s highly refreshing and fun. It lifts the mood, and can be contagious. Thus Coca-Cola BRRRR… was born. The idea was to make BRRR… the unmistakable ritual of refreshment. A ritual that was fun and whacky and highly infectious – something youth will really enjoy. No.1 youth radio station was enlisted to create curiosity and hype about this new colloquial taking over the youth by storm.

Execution
DJs started talking about a guerrilla going around Brrr..ing people. Wherever the guerrilla went, people followed, recording people’s Brrr.. after Coke. Brrr-o-meters measured the strength of Brrr..s, enticing people to Brrr.. their best. Brrr.. squad cruised around demonstrating the Brrr.. effect to unsuspecting passers-by, who shocked and amused, spread the trend by calling up stations and Brrrr-ing others in turn. Brr..videos were uploaded by users on radio sites. The DJs continued to Brrr.. the frenzy.

Results
The success of Coca-Cola’s previous radio campaign spilled over to BRRR’s activation. A soaring 800 Brrr moments was captured. Coca-Cola’s brand health increased 14% in terms of “cool brand”. Additional 5million litres of Coca-Cola were sold. To date, brand preference is still soaring since launch of the campaign.

2010 | |

Le Tour De Gerai

Advertiser: Maxis Mobile Services Sdn Bhd
Brand: Maxis
Creative Agency: -
Credits: Josephine Har (Senior Manager, The Exchange), Anisa Nordin (Executive, The Exchange), Soh Gan Hun (Senior Manager, The Exchange), Pauline Kee (Executive, The Exchange)