Archives




2011 | |

DiGi Bola! Bola! Bola! Living in a Billboard

Advertiser: DiGi Telecommunications
Brand: DiGi
Creative Agency: Grey Malaysia
Credits: Chrissy Ang (Media Manager), Audrey Chong (General Manager), Chan May Ling/ David Leong (DiGi Telecommunications)

Challenge
During World Cup 2010 season, brands’ share of voice drowned out, media space becomes cluttered, high volume of advertisers’ promotions. Maxis and Celcom, both had huge investments in mainstream media channels, which stood to hurt and drown out DiGi’s share of voice during period.

Solution
This matchless idea broke away from the traditional use of media channels, thus created new real estate ‘radio-in-a-billboard’. Coupled with mobile and
WOM to promote the first of its kind “live-in” billboard that housed Hitz.fm’s Morning Crew DJs. For 50 hours straight the DJs had to live, breathe,
eat, talk, and sleep in the billboard. Not allowed
to leave their temporary home, the DJs could only
focus on the competition, WC2010 broadcast, and DiGi’s promotions.

Execution
Capitalized on both DJs’ huge following plus strategically located outside Pavilion KL, the ‘live-in’ billboard attracted huge attention. DiGi imposed a challenge for JJ (footie fanatic) to educate Ean (basketball jock) on all things football during the 50-hour bootcamp. Ean was required to answer at least 50% of questions correctly submitted by radio listeners from calls or SMSes. Failing to do so, Ean would have to stay another 24 hours in the billboard.

Results
• In two weeks, campaign attracted 1,000,000+ listeners per week on Hitz.fm
• 5000+ people attended the launch event in the span of 3 days
• 1000+ sms were received providing football trivia questions to DJ Ean
• Captured by 4500+ bloggers with 3.6 million+ followers, valued over MYR9 million

 

2011 | |

FORD Fiesta Beat-Boxed Into the Airwaves

Advertiser: Sime Darby Auto Connexion Sdn Bhd
Brand: Ford Fiesta
Creative Agency: Ion Furjanic & Shawn Lee
Credits: Ion Furjanic/Shawn Lee Zufar Zahran/Karen Tan (Senior Executive), Teoh Gek Ling (Manager)

Challenge
Ford’s imagery in Malaysia has been that of a functional brand, shaped mostly by its SUV’s and Trucks. To successfully launch the new Ford Fiesta passenger car – targeted at younger consumers – our challenge was to rejuvenate the brand and make Ford cool, relevant and desirable to GenY.

Solutions
With a name like Fiesta, music was identified early on as a key communication platform. To appeal to GenY, it could not be just any music – it had to be innovative music. We commissioned local artist and world’s #9 beat-boxer Shawn Lee, and paired him with New York music producer Ion Furjanic, to create a unique song for Ford Fiesta using only the sounds of the car and Shawn’s beat-boxing talent. No instruments allowed.

Execution
Radio stations were flooded with the song to create the “Fiesta” hype nationwide and our unique proposition of a song that was made “using only a car and a beatbox” left a memorable footprint on the airwaves! Listeners were further engaged with the “making of” webisodes showing the entire creation journey of the song between Shawn and Ion. Audio and video versions of the song were also available for Fiesta fans to download.

Result
Ford Fiesta went from zero to 60% of total Ford sales! Enquiries, showroom traffic and test drives tripled compared to pre-launch average. Several Ford regions (Central America, South America, Middle East, Asia-Pacific) have requested rights to use the song.

2011 | |

Anda Jawab Kami Bayar 3 Sen

Advertiser: DiGi Telecommunications
Brand: Happy Prepaid
Creative Agency: Grey Malaysia
Credits: Tommy Tan (Senior Planning), Audrey Chong (General Manager)

Challenge
Rookie brand, Happy Prepaid, a product made just for Kelantan and Terengganu had less than 4% TOM awareness. Use of mainstream advertising was out of the question. Plus Happy Prepaid unusual proposition which required a lot of education to both customers and trade front-liners, ‘Anda Jawab, Kami Bayar 3 sen’.

Solutions
In order to give Happy Prepaid a fighting chance, we first needed to create mass social acceptance for the brand, and for its unique proposition. We could only rely on local community radio and of course, the oldest mass medium of all: word-of-mouth to build this brand. “KL” symbolizes fun and excitement by Kelantan and Terengganu youth. What was missing from their day-to-day lives was the KL-like excitement in a localised (read: socially-acceptable) way.

Execution
We worked closely with THR Gegar, the top local community radio station and with the station’s top DJ Isma Halil and created a new on-air radio segment and off-air radio-driven program built entirely around Happy’s proposition: Answering Calls. Listeners would answer calls from DJs and they would to talk about (and SING, and RAP, CLAP about) Happy’s one-of-a-kind proposition. The other hype was to rally enough people to unleash a street concert.

Result
• 1.56mil listeners tuned in to the AJKB daily radio segment • 11,000+ participated via SMS • 5000+ locals attended the street concert • Recall was 84% within 3 months, 96% recall by end 2010 • Subscribers grew 136% in 3 months • Revenues increased by 217% in 3 months

2011 | |

Amma, I Love You Everyday

Advertiser: Nestle Products Sdn Bhd
Brand: Nestle Everyday
Creative Agency: McCann Erickson
Credits: Lim Suk Yee (Senior Executive), Loo Pei Yee (Executive), Audrey Low (Associate Director, Client Leadership), Allison Chin (Trading Director), Nicole Leong (Senior Executive Nestle Products Sdn Bhd AMP)

Challenge
Full Cream Powdered Milk is mainly purchased by Indian mothers who are not particular about the brand they choose because the category has been commoditized. To build brand preference, NESTLE EVERYDAY needs to touch the hearts of Indian mothers and make them a fan of our brand.

Solutions
Mothers are traditionally the most revered person in Indian households, but that position has been gradually compromised as children gets caught in today’s hectic lifestyle. We seized this opportunity to position EVERYDAY as the brand that remembers to value mothers and in return, mothers will reciprocate that love towards EVERYDAY. Radio, a key medium amongst Indians, is the perfect environment to deliver our strategy because it allows listeners to call-in and express themselves.

Execution
Partnering with Malaysia’s top Tamil radio station THR, we created “Tell Amma You Love Her”, a program strategically launched around Mother’s Day. We milked the DJs’ talent to recruit participants and stir emotions, while radio promos solicited love dedications. Listeners with the most touching tribute will read their message on air to their mothers who were emotionally moved! To make it more memorable, winners then pampered their mothers to a grand dinner, funded by EVERYDAY.

Result
Market share grew tremendously from 28% to 37% during the campaign (Nielsen Retail Audit). Participation was overwhelming with almost 3,000 love dedications, the highest number ever achieved for the station. Winners were also very touched by the dinner event dedicated to them.

2011 | |

The Hybrid Chauffeur

Advertiser: Honda Malaysia
Brand: Honda Civic Hybrid
Creative Agency: -
Credits: Stan Chew (Strategy Planning Director), Evelyn Cheah (Media Planner), Rebecca Siew (Senior Media Planner)

Challenge
The unfamiliarity of hybrid technology and unavailability of test drives hampered slow sell-through of the Honda Civic Hybrid (2009 – sold 216 units; 72%market share). In Oct 2010, the challenge was to push sales for the last batch of Civic Hybrid to make way for 2011′s hybrid model, Honda Insight.

Solutions
Kuala Lumpur morning traffic condition is simply awful. Driving to work is a drag; no one really likes to drive during rush hour, unless being chauffeured. Thus, the ‘Hybrid Chauffeur’ was designed to give people meaningful experience in the mornings in the Civic Hybrid. Nothing beats the real experience – we want prospects to experience the comfort and fuel efficiency. Most purchasing car decisions are sold during test drives, in this case, test being driven!

Execution
Honda partnered with Mix.fm’s breakfast segment to go green for 1 month. Listeners were invited for free rides to work in the Civic Hybrid by registering and completing a slogan. Every week, Honda chauffeured one lucky winner every Friday, to and from work, for one month. The winners would experience the car first hand, and then shared these experiences over the radio. Participants were also led to an online registration page hosted by Mix.fm.

Result

  • 85 entries received in 3 weeks (niche product)
  • 128,935 views on Honda-Mix.fm’s page (CTR 0.17%)
  • Steep hike in Google search for hybrid
  • 2010’s final hybrid batch was fully snapped up; made way for 500 new Honda Insights in Dec 2010 (sold out for 2011; 287% increased)