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2021 | |

Malaysia’s First Ever 12-Hour Virtual Beauty Festival

Advertiser: L’Oreal Malaysia
Brand: L’Oreal Luxury
Creative Agency: IDOTYOU
Credits: -

23_BRONZE_OC2_VIRTUALBEAUTYFESTIVAL REC

Objective & Challenge
Prior to the pandemic, more than 95% sales of luxe brands stemmed from offline, but lockdown rules made them untenable and an ordinary digital activation would not excite the luxe shoppers in the same way. We need a breakthrough formula to disrupt the typical mode of live streaming.

Insight & Strategy
Luxe shoppers love beauty events, the joy of browsing through attractive deals, delightful packaging and interacting with experts. Not forgetting the attentive service and personalised consultation, which usually lead to higher impulse purchases and basket value. However, COVID19 has disrupted the joy. While the retail joy shifted from offline to online, we wanted to go further and disrupt the ordinary mode of live streaming which have developed over the COVID19 year. It was a challenge to bring all 8 luxe brands under 1 virtual festival, but the biggest challenge is to make this 12hour virtual festival interesting for people to tune in, to engage with the brands and to ultimately buy the product during the festival. We creatively tied in Facebook live streaming and messenger capabilities to simulate a physical event with impeccable customer service, digitally. An exceptional virtual beauty experience was delivered, featuring celebrities and influencers hosting giveaways and flash sales. We deployed an endtoend social commerce and shopper engagement platform within the messenger that allow shoppers to use the brand’s dedicated hashtag to trigger a private conversation on messenger. The customer can opt for self shopping or to interact with a real life beauty advisor personally, place orders and make payment all within the chat. This sped up the conversion process while the purchase intent is high, driven by the live excitements simulated after a physical event. The virtual event offered shoppers curated content mirroring a physical event, in the comfort of their own home while mix modelling of bot and real life advisors gave the assisted joy of physical shopping.

Execution
To bring 8 brands to Facebook live all within 12 hours, audience precision was key to ensure that the awareness of the event is widely spread to the targeted luxe audience. To ensure we were able to reach and recruit high interest audience, we deployed a CRM and CRM LookaLike audience strategy, which have contributed to higher attendance and conversion rate. Other channel consisting of PR content and print titles were also used to boost event awareness beyond Facebook platform. Pre event Activation
• To build the excitement of the festival, we consolidated the voice of all brands into one event hub page 10 days prior to the actual event
• We increased signups to individual brand pages by highlighting the limited time promotions and exciting lineups of KOLs, giveaways, tips, and tutorials during their respective brand show.
• To collected leads for each brand via messenger ads
• Boost PR content and use offline
print titles to extend the reach beyond the Facebook platform Event Day
• Drive live stream views via video ads 30 minutes prior to brand’s live session
• Engage audience with flash sales and prizes to stay through the session
• High persuasive content such as crash test, efficacy proof, live demo and consultation are included to deepen brand engagement and drive instant conversion
• Activated social commerce triggering a personalized conversation via Messenger. Customers could then interact with a beauty advisor for a one on one consultation, place orders and
follow guided assistance to make payment. PostEvent Retargeting
• Following the event, we deployed different remarketing strategies for purchased users and cart abandoner to drive the effectiveness on conversion.

Effectiveness
The first ever 12 hour virtual beauty festival achieved an overwhelming response amidst the pandemic. It has made a feature in Forbes.com and listed as Facebook Business Case Study: Integration of social commerce. Strategic Business Achievement One month’s worth of online sales in 24 hours 5x omni customer penetration vs. YAGO +95% sell out
weekoverweek 3x uplift of transactions vs. daily average 6x conversion rate higher than legacy channel Total leads generated at 94% above set target Media achievement: Activated over 15,000 chats Reached 2.6 million people 47,000 live video views 85 times higher engagement (4.28%) vs. global beauty industry standard (0.05%) 12% post engagement rate “Experimenting with new sales formats always requires meticulous planning and planning an allday virtual beauty festival with multiple brands was an incredibly ambitious effort. Thanks to our partners and agencies, we were able to host an outstanding live event that deepened our engagement with our audience and boosted sales. It was a great success!” Eda Lim, Head of Digital and eCommerce, L’Oreal Luxury Malaysia.

2021 | |

iPhone SE Launch

Advertiser: Maxis
Brand: Maxis
Creative Agency: Leo Burnett
Credits: -

Objective & Challenge
Device sales is Maxis’ direct source of revenue and our ambition is to be the leader in device discovery & purchase. We were experiencing a rapid decline in device sales due to Covid19. At the same time, the launch of
iPhone SE was around the corner and we see an opportunity to ride on this campaign to address the challenge. The goal is to reverse the decline in device sales trend and increase brand preference and purchase intent.

Insight & Strategy
GOING BEYOND EARLY ADOPTERS For major device launches, we’d typically target Early Adopters: people who are obsessed with getting the latest tech before anyone else. But we had two problems: 1. iPhone SE is a midyear model: With money being tight, they’d rather save up for flagships with breakthrough features like iPhone 12. 2. Smaller group: Only 13.5% of our audience would be early adopters. We needed to maximise sales impact to reverse the drastic sales dip. So, we casted our net wider with the Early Majority (40% of our audience). Early majorities pride themselves in finding smart lifehacks to keep their family running while stretching their dollar. But would prefer to see these ideas and technology “vetted” first by someone they trust, like tech
reviewers. DEMAND TOWARDS INTERNET AND TECH GADGETS DURING THE PANDEMIC INCREASES While household spends decreased, we observed that our audience spent more on essentials that’ll keep their families going during the pandemic. Internet usage jumped 23.5% in the first week of MCO and 32.1% by week two, as Malaysians saw it as an essential tool to stay connected, entertained, working and learning. Besides that, we also noticed a surge in search interest on laptops, tablets and computer peripherals – devices they saw as essential to keep them connected – but not smartphones. Unfortunately, industry reports showed that this surge in internet usage as well as intent in laptops and tablets, would not translate to an increased spend in smartphones, which were still seen as nonessential luxuries. OUR STRATEGY: MAKE SMARTPHONES ESSENTIAL TOO Even though
upgrading smartphones were not topofmind, we knew people were focused on digital solutions to keep their lives going during the MCO. We saw this as our opportunity to show consumers how a reliable smartphone on a stable network was a smart investment to keep you connected during tough times. Especially with a network that makes owning a smartphone less of a financial strain with easy ownership schemes like Zerolution.
Execution
SMARTER COLLABORATION WITH TECH KOLS Instead of just doing iPhone SE ads, we decided to go where consumers went to get smart tips to stay connected digitally: tech influencers. Overall YouTube watchtime in Malaysia saw a growth of 35% and specifically for consumer electronic videos, it doubled compared to same period in 2019. 7 out of the top 10 YouTube channels viewed were also from Malaysia. We saw this as our opportunity to partner with the top local tech KOLs like Smashpop, Amanz, SoyaCincau, Wiser.my and TricycleTV, to showcase why getting a device like the iPhone SE with Maxis is a smart choice during tough times. To drive relevance with people with diverse needs, these tech KOLs produce a total of 6 longform content and 20 bitesized videos covering various angles, showing how the iPhone SE on Malaysia’s No. 1 4G network was the smarter choice for all your working, streaming, learning, gaming, socialising, connecting to loved ones and content creating needs. SMARTER REACH WITH 100% SOV ON TECH CHANNELS To make sure Malaysians will discover these videos not only when searching for iPhone SE but any tech related content, we dominated with 100% shareofvoice in top 19 local tech channels through YouTube Roadblock and bought global tech lineup with over 100 global tech YouTube channels. Throughout the campaign period we served the bite sized content as prerolls by batches to keep the messaging fresh and multiangled, endorsed by our local tech KOL collaborators to
drive home the key features of iPhone SE, our toprated network, as well as our Zerolution easy device ownership plan. With effective usage of the video content, we were able to maximise reach and widen the funnel for
consideration and conversions. All ads from the videos to our display, social and search ads led to our Maxis Online Store, where customers were able to purchase the iPhone SE seamlessly and conveniently, without the hassle of leaving their home as the phone will be delivered to their doorstep.
Effectiveness
1. HALT DECLINING DEVICE SALES TREND Result: We successfully reversed the device sales decline by May 2020 and exceeded June 2019′s sellthrough rate in June 2020. • NORMALISED TOTAL SELLTHROUGH TO MAY 2019 LEVELS 277% increase in sales in May 2020 versus April 2020 helped us reverse the decline and bring our sales level to May 2019 number • Exceeded Q2 2019 sellthrough rates in June 2020: We exceeded device sellthrough rates by 30% in June 2020, vs June 2019. Placing us back on a positive sales trend for Q3 2020 • A big boost in iPhone sales: iPhone sales increased by 254% in May 2020 from April 2020 • A positive spillover effect on Android sales: Android sales grew by 291% in May 2020 from April 2020 at a time of no major
Android launches, proving that our approach didn’t just help with iPhone SE sales.

2021 | |

Adopt A Keg Campaign

Advertiser: CARLSBERG MARKETING SDN BHD (M4CMA)
Brand: Carlsberg
Creative Agency: Grey Advertising Malaysia
Credits: -

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Objective & Challenge
Since Movement Control Order (MCO) was enforced in Malaysia due to the increasing Coronavirus cases nationwide, forcing everyone to stay at home to prevent any further increase in infection cases. Most of all, Malaysians are no longer allowed to hang out in pubs and restaurants and this enforcement has caused the entire food and beverage industry to a massive halt and immediately changed the industry landscape. As an effect, many business owners were still trying to figure out how to deal with the situation especially with bars and pubs falling under grey area of being essentials or not. Everything happened too fast for business owners to even figure out a sustainable business recovery plan.

Insight & Strategy
Malaysians contribute to save local pubs and restaurants during CMCO! On 1st May 2020, the government moved the status of MCO to Conditional MCO (CMCO) and has enacted that pubs and restaurant businesses will be operating for Malaysians to dine in with restricted timing applied. And by then, many business owners are already struggling to cope with their losses as CMCO was put in place and despite the government’s greenlight for resuming economic activities including F&B industry. Carlsberg saw this as a great opportunity and worked with all the owners to create the very FIRST and UNIQUE program “Adopt A Keg”Carlsberg that would drive Malaysians back to pubs and restaurants to help owners regain their business. The biggest challenge for any F&B is moving their food and drinks stock or else they stand a greater loss. Especially for beer, keeping kegs fresh is a challenge when bars are closed leaving business owners in a tight spot. This initiative rewards consumers when they purchase Carlsberg beer for home consumption with free draught beer they can redeem when the MCO is lifted and outlets welcome customers again. Consumers can fill up their very own “virtual keg” on the Carlsberg website, by simply scanning the receipt and barcodes from their purchases of Carlsberg Danish Pilsner and
Carlsberg Smooth Draught cans or bottles. Once the virtual keg is full consumers will be gifted two beers on the house, courtesy of Carlsberg Malaysia, redeemable via a QR code at participating F&B outlets of their choice when the establishment reopens. Redemptions for the AdoptaKeg initiative are available from June 1 to August 31 or while stocks last and are limited to the first 10,000 consumers, with a total of 20,000 glasses of Carlsberg beer to be given away. It’s all about timing! We had the shortest time to turn this around and push “Adopt a Keg” initiative in full speed into the market is through Online and Ecommerce, as the momentum of using Digital as a key platform to sustain and grow business. Digital was needed because it is the fastest way to turn things around and help the business owners survive with this initiative. We have taken the digital approach to create awareness on how Malaysian can help the businesses with Carlsberg’s innovative initiative in pushing the number of kegs to be redeemed.

Execution
With the conditional movement control order – many businesses are allowed to operate and Malaysian are able to enjoy a pint of beer in any of Carlsberg’s partner establishments, however Malaysians are still advised to stay at home to prevent any virus spreading. With this Malaysian’s behavior – tackling into digital sphere is a must in pushing key media initiatives. FBIG and Programmatic were pivotal in driving high awareness and creating the perception that Malaysians is able to contribute to sustaining Malaysia’s bars and pubs, followed by different assets on how Malaysian can help the bars by participating in the Carlsberg FIRST innovative initiative – buy a Carlsberg beer, scan the barcodes to fill up the Virtual Keg in Carlsberg website and once the virtual keg is full then consumers can redeem their glasses of beer when their favorite bars and pubs reopen. At the second phase of the campaign, remarketing has been implemented on new creatives to create a reminder on the campaign’s message and encourage participation of the initiative. Hence, this creates a sequential campaign story to createcuriosity sparks. We used both content publishers on both languages – Chinese and Eng and digital press to magnify the communication by pivoting empathy angle on the message of “helping struggle business” to entice Malaysian to join the initiative. Tackling high traffic digital press website to cover mass audiences in Malaysia to expand the awareness of this campaign. After executing this plan, we have extended this Carlsberg initiative to support Liverpool Fan Club campaign highlighting Liverpool winning Premier League for the first time in 30 years due to overwhelming participation to get the Carlsberg keg.

Effectiveness
The campaign has achieved 2.14M reach with the total views of 1.92M of this campaign. In less than 3 days, 1000 customers had sign up to the program and 93% successfully redeemed their beer with 75% finds “Adopt a Keg” easy to use and navigate on the website. In less than 3 weeks, a total of 20,000 glasses of Carlsberg beer were given away! And the campaign had to be halted for “refill” due to overwhelming response from the public as the KEGS were all successfully ADOPTED!

2021 | |

When The Land Below The Wind Meets Ancient Town – Running Man Bah!

Advertiser: airasia com Travel Berhad
Brand: AAX
Creative Agency: N/A
Credits: -

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Objective & Challenge
In November 2019, AirAsia reopened a new door for Sabahan to travel directly from Kota Kinabalu to Kunming. Offthebeaten path destination in China like Kunming is not something that millenials would check off in their travelling bucket list. China is very well known that only the uncles and aunties would want to go there for their retirement holiday. Based on the historical reviews from those have visited China, many have commented that Chinese citizens are extremely loud and rude. Another famous unfavorable review received is about going into the toilet without a door. We need to change the traveller’s perception towards China as a holiday destination to go. We also need to address that China is no longer like what we have seen 10 years ago and the country has evolved rapidly with their innovative technology.

Insight & Strategy
The China entertainment industry is booming up with popular game shows like Chinese Running Man, Great Escape and more. All these shows are inspired by the Korean shows and we found that millenials are addicted into chasing each of the new game episode. Thus, in order for us to reach out to our core target audiences (Sabahanmillenials), we tap into our travellers’ interests by creating our very own version of game show When The Land Below The Wind Meets Ancient Town Running Man Bah! According to Kantar study, rising internet connectivity has driven up content consumption, with 82% of internet users in Malaysia watching online video on a daily basis. On top of that, the type of content that people are seeking out is evolving. We collaborated with one of the top local radio station in Sabah (KK12FM) and engaged with 5 of their most witty and influential radio announcers (Amy Dangin, Gee Mojina, Apeng, Elvin Romeo and Farish Aziz) to take part of the game show featuring attractions in Kunming. We created engaging, relatable and humorous content with a touch of Sabahan’s native language and style; injected with attractions to be promoted subtly in order to trigger consumer’s interest to travel. Consumer would prefer the content that they watch online to be produced by influencers who share the similar culture. Hence, encouraging them to plan for their next holiday to Kunming. We identified the top few attractions in Kunming to be featured like Shilin Stone Forest, Dragon Gate, Yunnan Nationalities, Western Hill Forest Park andmore. Allthese attractions are pretty skewed towards Chinese ancient historical and sceneries. So only those with historical geeks would deem to be interested on these attractions. That’s not what we wanted!

Execution
In order to grab the nonhistorical geeks interest to watch our game show, we injected a game challenge in each of the Kunming’s checkpoints. For example, we started off the game show with the first challenge in Shilin Stone Forrest called “The Battle of Paper Scissor Rock” but with a twist using their facial expressions to represent the action. We have changed the rule by using facial expressions instead as it would create more laughter among the viewers. The most popular thing to do while you’re at Yunnan Nationalities is to try out their cultural and traditional outfits. Next challenge up was based on our millenials’ favourite Instagram hashtag #OOTD challenge. We challenged the two teams consisted of Amy & Gee vs Apeng & Elvin. Each team would required to handpick Yunnan’s tradiotional costume and style up accordingly to win their most votes. At Western Hill Forest Park, the announcers were tasked to challenge on their Chinese literacy level. At the same time, this challenge also tested their stamina level and memorizing ability as they would required to endure the tiredness of climbing the flight of stairs. The announcers would require to memorize the Chinese idioms and then provide the closest definition to their understanding to the judge. From here, we are able to see all sorts of ridiculous and funny answers and again, this was our intention to grab our milennial viewers interest. Campaign execution was rolled out solely in KK12FM’s radio and social media platforms (Facebook and Instagram). Week 1 (Pre promo) Created a total of 16 spots/weekday of onair talk set whereby the 5 radio announcers shared their game show experiences and educating listeners on the fun facts of Kunming in theirrespective segments covering frommorning until evening rush hour time. On top of that, each of the announcers also created a teaser which would lead their listenersto stay tune for the release of their epic game show on KK12FM’s Facebook page. Week 2 (Launch of game show Part 1) Game show Part 1 was launched. To further amplify the campaign and to make it more interesting, we created IGStory contest comprises a series of 10 questions (answers are in the videos) to hype up the engagement rate with the followers. A lucrative prize is offered to a lucky winner. Ultimately this contest has also benefitted us in driving more video viewerships. Week 3 (Launch of game show Part 2) Game show Part 2 was launched and winner announcement was made officially on both online and offline platforms. We continued seeding out 8 social postings showcasing the beauty art of Kunming and some of their candid shots taken during the game show. Week 4 6 (Sustenance) Waved in 3 weeks of commercial spotbuy with a total of 240 spots running during morning and evening timebelt in promoting AirAsia’s year end holiday season flight offers travelling from Sabah
to Kunming and other provinces in China. This high frequency spots allowed us to create top of mind brand recall among the listeners.

Effectiveness
Result #1 An increase of 19% for flight search and sales increased by 56% during campaign compared to past! Result #2 Video content garnered a total of 105K organic views, obtained 1442 likes and received 169 shares from the video contents! Result #3 Furthermore, attracted 149 contest participants joined the contest!

2021 | |

HLB: Dear Cash, This Is Goodbye!!!

Advertiser: Hong Leong Bank
Brand: Hong Leong Bank
Creative Agency: Naga DDB Malaysia
Credits: -

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Objective & Challenge
HongLeongBank’s (HLB) vision is to be a digital first bank. Therefore, it’s critical to migrate their customers to cashless and digital banking. This is also in support of BankNegara Malaysia’s ambition to increase annual cashless transactions per capita from 44 to 200 by 2020. However, by June 2019 only 20% of all HLB customer base were going cashless and HLB’s ambition is to convert 40% of the customer base to go cashless within 6 months. How could HLB position itself as the leader of the cashless movement, accelerate the transition to cashless with their own customer base and ensure all new customers adopt a digital approach to banking?

Insight & Strategy
Two targets were identified which has the biggest business impact on HLB in the short and midterm. Millennials: 40% of the working population, the drivers of technology adoption, and the biggest potential for HLB to accelerate cashless growth and usage. Millennials however found the entire financial category deeply unexciting. We sought to understand what would appeal to millennials: 65% watched content they can identify with. Prime motivation to go cashless is rewards (65%) and promotions (55%). Less receptive to advertising product push sales (50.3%). Thus, to resonate and communicate with the millennials, HLB needed to speak in their language and appeal to them with rewards and promotions. SME: In 2019, 910,000 SME businesses were registered. HLB needed to increase the availability of digital transaction facilities to ensure that SMEs provide cashless payment options to their customers in a seamless and convenient manner. However, 40% of our target groups agreed that cashless was more a chore than convenience, and our consumer behavioral analysis revealed 3 reasons why “cash is the king”. #1 User Experience – There are a variety of cashless options in the market. Payment apps are not user friendly as it takes a longer time to complete a transaction. The main issues are slow mobile connectivity, legibility of QR code, and insufficient funds in ewallets. Therefore, there is a negative perception that cashless payments can be troublesome. To avoid the anxiety and hassle, consumers just default to cash. #2 Availability – Cashless payments are not widely available at outlets (eg;provisionshop/wet market/mom & pop shops) which makes up to 70.5% of SME business. These businesses do not adopt cashless payment options as shop owners prefer to receive cash. Hence this behavior limits the option for cashless transactions. #3 Security – 49% of Malaysian consumers think that contactless transactions will expose themselves to data fraud. Fear is the key deterrent to cashless adoption. Given these behavioral insights, we needed to incentivize both groups to change their behavior. Hence, we aimed to provide: Incentives – Showing that it’s simple to be rewarded by going cashless. Promotions at POS – Ensuring shop owners made cashless payments available at outlets so consumers could redeem HLB discount vouchers. Reassurance and Education – Creating content to demonstrate the safety and convenience of cashless transactions. Our strategy: Our big idea was “breaking up” with cash, a twist of humor that sparked a fulfilling new relationship with cashless payments. We designed a light tongue in cheek, shareworthy content that appealed to millennials and broke through their indifference towards banking communications.

Execution
We created a pathway to “breaking up with cash” in three phases using social media, search, video, KOLs, Boba activation, community seedings, and online editorial content. Revealing “other fish in the sea” We took popular cultural nuances and created three webisodes, each titled “ByeByeCash” to pay tribute to popular genres of drama whilst implementing the humorous idea of “breaking up” with cash. A Korean drama depicting a dramatic scene of a Korean woman having a serious breakup talk with her love, cash. A Bollywood inspired drama that shows an Indian woman storming out of her exlover’s apartment (who of course is cash). The Chinese drama depicts a shopkeeper saying a difficult farewell to cash so that he can enjoy a new relationship with credit cards. Our approach showed consumers and SME’s that there are “alternative financial significant other” besides cash. Helping them “find the right guy” We used multivariate testing to match and crosssell digital banking products relevant to our audience’s interests. We established a multilevel retargeting strategy for all users, to ensure cashless behavior is reinforced: Served tailored messages and promos to encourage more cashless transactions. Cross sold other digital banking products based on their browsing behavior. Ensured low interest rate promotions and cashbacks to encourage usage. Acceptance: Cashless is right for me We took over SubangJaya’s iconic “BobaStreet” an area that hosts many boba tea outlets (Daboba, TheAlley) for HLB’s BubbleTeaFrenzy event. At the event, customers enjoyed a RM10 bubble tea voucher if they applied for a HLB CreditCard or registered for HLBConnect (Mobile App) or linked their HLB DebitCard/i to WeChatPayWallet within a 6month period. The SME in return got an increase in sales from this promotion. We also engaged AstroRadioDJ’s and 26 millennials influencers. They built brand buzz and helped Malaysians better understand how easy, seamless and rewarding “going cashless” can be while emphasizing the benefits of a cashless lifestyle.

Effectiveness
Media’s impact on: Performance within 1 month of the campaign o Reached 8.7M millennials across Malaysia. Over 71% of the millennial population o We had 3.7M video views with a total engagement of 5.25M and a 50% completed video viewing watch rate (VS industry benchmark of 44%) o Total website visits jumped from 84k to 234k (+178%). HLB Customer Behavior change metrics (JunDec 2019) • 48% (Vs 40% target) of HLB customer base successfully converted from cash to cashless in the 6 months period (client data internal postbehavioral analysis). • HLB achieved a 19% increase in cashless transactions (VS 2% pre campaign). • Increase in the usage of HLBConnect VS offline method compared to previous year: o +163% PersonalLoan applications o +61% eFixed deposit placements o +61% via HLBConnect transactions (bill payments/funds transfers/ewallet) • CreditCard applications rose by 65% vs previous year. Brand Performance • Buzz score rose by 26% from 6.3 to 9.0 (YouGov).