Archives

Challenge
2009 was a tough year and as people geared up to lead more restrained lives, impulse drinks like Coca-Cola feared being deprioritized. Our challenge was to bring alive Coca-Cola’s unique intrinsic taste that triggers people to taste Coke’s tantalizing fizz and feel its uplifting and refreshing effect.

Solution
It was time to romance Coke and bring alive some of the timeless rituals about the drink.
We defined the ritual of a perfect drink of Coca-Cola to be savored at 3PM at 3°C with 3 cubes of ice. Radio with highest consumption in afternoons for youth was perfectly placed to create the impulse.
Coca-Cola 333 – an urban legend – was born. Coca-Cola signature audio cues were used to tease the imagination and trigger cravings.

Execution
First Time ever across biggest youth radio stations, we had hourly branded song segments, announced after opening a can of Coca-Cola with its refreshing signature sounds – clunk, psst, pour, glug…glug…glug, ahhhhh – cueing the release of stimulating and uplifting songs. Radio cruisers followed sampling crews to 39 locations, imparting habit of drinking Coca-Cola at 3pm when they are exhausted and at 3° for ultimate refreshment. Soon Coca-Cola 333 became a ritual for people to follow.

Results
Youth preference scores soared with an increase of 25% upon activation. Popularity of the activation brought about replication by other advertisers on radio. Due to overwhelming response, thousands of Coke cans were wiped out before sampling event ended.

Challenge
While Ogawa is a household name in health and wellness, they have to continuously forge their way through intense competition, especially during special occasions such as Mother’s Day. When all and sundry go to town in an outpouring of love, Ogawa must stand well above the crowd.

Solution
In a filial society such as ours, Mother’s Day is a popular occasion where families and children demonstrate love and gratitude for their mothers. But beyond physical demonstrations of love, how does one articulate this love? For tongue-tied Malaysians, Ogawa provided a custom-made Greatest Love Hits CD as a means of expressing one’s love for Mum via meaningful dedications that were pre-recorded with appropriate songs.

Execution
By partnering with high reach radio station, MY FM, Ogawa managed to create a unique Love FM experience to raise their awareness during this period. The love buzz was amplified when the Love Crew, the station’s team of cruisers and DJs drew in the crowds at the product demos, where the Greatest Love Hits CD of love songs and dedications was given out with Ogawa purchases.

Result
The love-o-meter went through the roof with 12.3% sales that exceeded expectations. The CD became a hit as it was a highly requested Gift of Love. Additional copies were requested by the outlets even after the promotion, and love resonated for months after.

Challenge
Free Seats! Sale! Value! These are some common airline advertising headlines in 2009 due to a weakening economy and increasing price-cutting competition. MAS recognized the importance of First and Business class travelers and needed an alternative communication to strengthen its 5-star, full service propositing amongst these high value customers

Solution
First and Business class seats are mostly taken by individuals traveling for business. With this insight, we flew into BFM’s airwaves, a radio station focused on business and finance. We wanted to create connection, not just push our message to professionals, management and corporate listeners. Working closely with BFM, we integrated MAS messages into valuable content and into BFM’s own advertising campaign. Additionally, we pulled in tourism partners to add content depth and spread investments.

Execution
BFM launched into the market with an exciting campaign playing on its BFM acronym. MAS cleverly mirrored the popular marketing of BFM’s acronym with a contest calling listeners to submit their Best Flying Moments for MAS. Campaign followed closely with Destination Week with integrated content such as interviews with tourism spokesperson, country information capsules and contests to excite listeners. Our substantiated presence with product ads built affinity which led to sales.

Results
Overall contest garnered close to a whooping 10,000 entries over 3 months, generating huge buzz. Campaign brought other tourism boards knocking at our door looking for similar partnerships. MAS’s online sales jumped 29%, with 47% growth per pax transaction.

Challenge
How can we launch MisterPotato’s new variant RiceCrisp (made from Rice not Potatoes), in a
highly cluttered category? Fussy consumers will
have to be inspired and energized to induce trial
for RiceCrisps. The challenge was to create a campaign which was highly intrusive, and never thought possible by radio fans.

Solution
Radio provides Reach and Affinity but is traditionally a passive medium. Through close collaboration with Radio stations we used Radio in an interactive manner, creating a media first. How?—We broke a cardinal sin on Radio; DJs broke a taboo by EATING on-air! They were heard snacking constantly. We owned the airwaves with the highly intrusive Munching Crunching sound on Radio. Now, DJs were no longer eloquent, crunching on RiceCrisps, too good to resist.

Execution
So irresistible, all the DJs snacked on RiceCrisps – the whole day! To put a stop to this, the head of the Radio Disciplinary Department pleaded to the listeners – “Help me catch the DJs snacking”. When they hear the crunching sound, listeners can call-in and say “CAUGHT YA SNACKIN” to receive their bounty. Heard across top three stations simultaneously; Era, MY and Hitz, Catch the DJs Snacking became talk of the country!

Results
Through this truly intrusive radio campaign, RiceCrisps owned the listener’s headspace and the new product flew off the shelves. Sales exceeded projection by 43%, selling over 130,000 cartons in just 3 months. Market share increased by 25%, further solidifying its market leader position.