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2021 | |

Prudential Going Beyond Boundaries Providing Protection

Advertiser: Prudential Assurance Malaysia Berhad
Brand: Prudential Malaysia
Creative Agency: NAGA DDB Tribal Malaysia
Credits: -

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Objective & Challenge
In recent years Prudential has been strengthening brand affinity among Malaysians by helping them get the most out
of life and encouraging them to live a healthier lifestyle with “do something about it” mantra. However, the pandemic that hit in March 2020 literally paralyzed everyone, both individuals and businesses alike. Now as a brand with a claim of WE DO, this meant that our credibility and brand health was at stake. We knew that any form of inaction would cost us our reputation. This is a story of how Prudential found an actionable step in a time of helplessness thus leading the way for people do something about COVID19. Objective 1: To inform and create mass awareness about Prudential Malaysia’s Special COVID19 Coverage Campaign to support existing customers and noncustomers during this difficult time. The challenge was to create a mass awareness with a short turnaround of two weeks to introduce and educate on Prudential’s Special COVID19 Coverage plans to the public. The communication objective was to highlight Special COVID19 Coverage’s benefits for PRU customer, if they register via Pulse by Prudential App, they are qualified to have 2x coverage. For nonPRU customer, they will be entitled to limited free coverage upon registering via Pulse by Prudential App.

Insight & Strategy
At early stage of the outbreak, as people turned their conversations online during the lockdown, we discovered through social listening that while health appeared as the main concern, it was the widespread panic and worry which sets Malaysians unprepared for the situation. In response to the pandemic, access to healthcare services for COVID19 quickly became widely available by the government. As brands struggled to find their footing, we searched for a relevant need that Prudential can fulfill and act on. With the widespread news on COVID19, many have lost their source of income and were facing challenges to stay afloat financially. None of the current existing medical policies by any insurer cover against COVID19. This lack of financial safety net beyond the standard access to healthcare is imminent. Prudential realized the immediacy for this protection gap and stepped up to fulfill this need. The idea: Prudential wants to provide COVID19 coverage for all.

Execution
Agility, trendmonitoring and an accelerated digital communication strategy were the key components to achieving Prudential’s objective in a short turnaround time for this campaign. For months, the nation has been assaulted by an invisible enemy that has the upper hand. Over the course of Movement Control Order (MCO) in Malaysia in 2020, the increasing COVID19 cases have caused high stress level on Malaysians, leaving them feeling anxious and isolated. Especially with lockdown mandated nationwide and people were staying updated on COVID19 cases reported through mobile. To some extent, it can get overwhelming. But amidst the uncertainty the nation was going through, people were still hopeful for a brighter future, people were positive towards combating and flattening the curve with frontliners. The silver lining was seen through Prudential’s relief efforts in helping to ease financial pressures on their customers and communities as they face the prolonged effects of the pandemic. With everyone turning their conversations online and staying updated with the latest COVID19 news, we leveraged on the heightened online media consumption to rollout Prudential’s Special COVID19 Coverage for all. With only two weeks to turnaround brand into a relevant and current necessity for all to access, almost instantly through mass media channels with local news media publishers and Facebook Ads. The key message for Special COVID19 Coverage Campaign was to educate and inform Malaysians that all, be it existing Prudential customers or nonPrudential customers, all who registered via Prudential’s Pulse App would be enrolled for Prudential’s Special COVID19 coverage plan. KPI metrics that were tracked for this campaign were cost Per Link Click on Facebook/Instagram and Pageviews from the local news media publishers.

Effectiveness
With one core objective focus, this campaign achieved beyond just mass awareness and to mention the few below: 1. With Prudential’s agility to be the first to announce its COVID19 coverage, it has boosted brand preference scores among Millennial at 19pts during campaign period, surpassing 7 pts from the goal. 2. With the announcement on mass local news channel and Facebook Link Click objective ads, we overachieved signups for Special COVID19 Coverage via Pulse App by Prudential at 233K signups, surpassing targets by 11.5% (200K) 3. Through mass awareness from the public, it has generated 10% new customer leads, we overachieved new prospect leads than planned by 11% (190K Leads), doubling the standard benchmark. 4. One of the alwayson goals was to always to generate growth for the Pulse by Prudential app. Once the annoucement went live on Special COVID19 Coverage and how easy it was for the public to register and redeem this coverage, by August 2020, it has brought us 1.41 mil downloads vs planned targets at 1 million downloads by September 2020. The ripple effect from the mass awareness traction exceeded expectations by one month ahead and surpassing our targets by 410K downloads. 5. Apart from pushing articles on mass media publishers, with a singleimage Facebook Ad and objective to drive traffic to learn more on Prudential’s Special COVID19 Coverage, it garnared a whooping 14.5 million impressions in just two weeks, surpassed our target clicks by 367% at 71K link clicks with a CTR at 2.84% (above global benchmark of 0.9% CTR). With only RM150K media budget, Prudential’s Special Covid19 Coverage Campaign drove effective results at an efficient cost. This campaign has helped over 800 unique cases and with an Annual Premium Equivalent (APE) to RM2.7million. Prudential has completed paid claims value of over RM2 million which goes back to their true value of being a peoplefirst brand and part of their contribution and efforts in living up to the brand’s promise that WE ARE THE PEOPLE THAT DO.

2021 | |

KFC U Soon

Advertiser: QSR Stores Sdn Bhd
Brand: KFC
Creative Agency: NAGA DDB
Credits: -

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Objective & Challenge
Malaysia lifted its strict lockdown on 9 June and entered a ‘Recovery Movement Control Order (RMCO) phase’, reopening the economy in stages that will last in between 10 June and 31 August. Although we are now free to roam, we still needed to adapt to the new normal and practice the safety SOPs outlined by the Malaysian Government. We anticipated that most QSR restaurants will have campaigns talking about safety procedues, how to behave when you come into a store, and to of course come and visit. KFC was also suffering from “out of sight, out of mind” since dineins were forbidden during the strict lockdown. KFC lost 5%10% in their brand health, from Buzz to Consideration, amongst their Current Customers etc. But KFC wanted to welcome Malaysians differently when their stores reopen instead of doing the regular announcements.

Insight & Strategy
Over the past few months, restaurants have generally been quiet and lonely. If only the tables, chairs, trays and sauce dispensers could speak, they would probably tell people how much they have been longing for their presence. During the lockdown, Malaysians have turned to social media and streaming services to fill time. They use music to cope with “work from home” (WFH) and some find it more productive when they listen to music while WFH. Half a million mentions and posts throughout MCO and CMCO period, with 80% net sentiments. Good, Best Therapy, Enjoy, Favourite, Better were some of the top terms mentioned. As KFC reopened its stores for dineIn across the country, instead of telling Malaysians nagging them on what to do, our strategy was to serenade people back through songs instead of doing the regular announcement to show how much we missed our customers.

Execution
KFC launched a specially curated 86track Spotify playlist titled ‘KFC You Soon’ to serenade customers back to its stores. To promote the playlist, a dedication musicparody video of the lovelorn from the store’s perspective was launched. Borrowing popular song lyrics, the video features a KFC store humorously serenading the return of dinein. The video features the best of “Missing you” songs, to commemorate each of the 86 days that dinein ser vices were unavailable at KFC. This playlist was further amplified through social platforms such as Facebook, Instagram, YouTube and not forgetting Spotify users, to create awareness, buzz and drive traffic to ‘KFC U Soon’ playlist. We also had the safety SOPs announcements in between songs but they were done in the style of a radio show, with two DJs talking to each other.

Effectiveness
Overall, KFC U Soon really made Malaysians think KFC U Soon campaign is largely positive with a cumulative 88% positive sentiment on social. It has reached more than 3millions Facebook users and been viewed 2.5millions times on YouTube. Many consumers complimented on the ad, thanking KFC for the playlist, asked their friends to listen to the playlist or to watch the ad by tagging them and also commenting they will be back soon to dine in. KFC U Soon video garnered the highest positive sentiments with 41% Looking at YouGov Brand Health metrics from start of RMCO until 2weeks into launched of KFC U Soon campaign, we observed the following uplift (w/c 15/6/2020 vs. 30/6/2020) Ad Awareness from 71.6% to 77.0% Buzz from 43.3% to 55.5% Consideration from 48.1% to 54.4% Purchase Intent: 15.9% to 26.4% Current Customers from 51.8% to 56.5%

2021 | |

Cadbury Dairy Milk Generosity

Advertiser: Mondelez International
Brand: Cadbury Dairy Milk
Creative Agency: Ogilvy - Malaysia
Credits: -

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Objective & Challenge
Cadbury’s “There’s a glass & a half in everyone” global platform, launched in 2018, needed to be adapted to Malaysia for better relevance. Centered around acts of goodness namely generosity, we also needed to make the
global platform’s film resonate with different audiences with different interests and different consumer moments.

Insight & Strategy
The insight for building this campaign was simple: the more personalized the message, the better the relevance was to our consumer, the higher the likelihood our consumer was to engage with us. Hence we set about personalizing our message on several levels: 1. We simplified and localised the global film a. Local talents and a localized setting were used in a remake of the global copy to drive relevancy amongst Malaysians. The storyline was the same: a girl wanting to give her busy mother a bar of chocolate but didn’t have enough money, the shop keeper being generous, gave her the bar in exchange with what whatever she had in her pockets (buttons, coins, a small plastic toy etc.) 2. Thereafter we created a campaign to enforce our local content by personalising it to key audience segments among chocolate consumers, determined by data & analytics. a. We worked with insights from Facebook and Google to determine the 5 segments namely Foodies, Music, Movies, Games and Mums b. We then worked with the creative team to customize the localized film further towards these 5 segments: i. For foodies, we see the girl and shopkeeper sharing a bar of chocolate ii. For movies, the shopkeeper changes the TV channel and plays cartoons iii. For games, they play tic tac toe iv. For music, the girl give one side of her headphones and shares music v. For mums, we see her mum not taking a call but instead use the time to spend with her

Execution
Upon creating the personalised assets, we served them on Facebook and Youtube, targeting 5 different audience segments. And the personalised ads were further personalised on Youtube! The main copy and 5 personalised versions were targeted at different segments during the 1st phase to build relevance on a broad spectrum then to further drive relevancy, in our 2nd phase assets were multiplied to 155 personalised messages on Youtube with Google Director Mix. Our talent, the same girl, would connect with the viewer using a message relevant to the content viewed E.g. When a user is watching a lion king video, the messaging on the video will change to “The King of Deliciousness” similarly for a Justin Bieber song the messaging will changed to “Yeah, we’ve got that yummy, yummy, yummy”.

Effectiveness
With personalised messages, our audience not only recalled our ads more (1.7X against benchmark), but they took action by purchasing Cadbury Dairy Milk products! Brand lift increased by +3.6pp from the previous year. All these translated to a 21% growth in revenue during campaign!