Archives




2021 | |

#OnlyMenCan

Advertiser: Universiti Malaya
Brand: Universiti Malaya
Creative Agency: Invictus Blue Group
Credits: -

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Objective & Challenge
Some defined ‘macho’ as an expression of certain traits believed to be masculine while some defined as a personal sense of virility where many thoughts, they’re invisible towards any health problem. This misconception so problematic where common “macho mistakes” become harmful to men’s wellbeing. #OnlyMenCan campaign taking into consideration that topic on prostate cancer can makes men feel uneasy or weak. Very often this issue on prostate cancer discourages many men from doing the screening which resulting in late and often fatal discoveries. Thus, it’s crucial for #OneMenCan to raise massive awareness about prostate cancer in provoking manners which also sparks a healthy controversy while generate massive share of mouth about the statement problem. Subsequently, this approach enables us to leverage further to generate much welcomed earned media for the campaign, through partnership with unconventional influencers to lead the movement via video and a multichannel championing thing only MEN can do, which eventually changed macho attitude into healthier attitude.

Insight & Strategy
Our strategy is to champion the things only men can do, which includes surviving prostate cancer due to the low awareness of prostate cancer awareness in Malaysia where only 26.4% of potential sufferers heard of a PSAtest. The plight of potential sufferers shouldn’t be reduced to jokes/scare tactics, they deserve to be empowered, hence, we took inspiration from the barrage of female empowerment campaigns, turned it on its head and created one that champions the things “only MEN can do”, which includes surviving prostate cancer. #OnlyMenCan’s slightly controversial premise was intentional to draw attention and use that to our advantage: to spark a healthy conversation around the topic, and subsequently, drive education to help raise awareness about prostate cancer and importance of early detection. Unconventional influencer usage to maximise traction is important thus, Dato’ Sri Nazir Razak (being a survivor) himself get on board to lend credibility toward campaign to garner earned media to maximise the efforts.

Execution
The partnership with respective media houses allowed us access to mass reaching platforms, all in exchange for #OnlyMenCan related health topics and content. For example, our partnership with Dr. George Lee aka Dr. Sex, helped us create topics of interest and allowed us to access primetime inventories on BFM, The Star and on Social Media. #OnlyMenCan campaign ran across multiple platforms includes traditional media such as television, radio and print to heighten awareness and reach potential sufferers based on their media consumption behaviour through interview with topic “There Are Some Things Only Men Can Do”. Educational podcasts used to keep listeners updated on prostate cancer backed with Social media capabilities to engage and educate younger audience earlier so they understand the importance of early detection, know how to care for their prostate health and know who to refer to. We further leverage on the platform to amplify the buzz with partnering with high profiles personality like Dato Sri Nazir Razak and many more unconventional professional influencers from various background which earned us free air time. #OneMenCan campaign further elongate through articles published on various news platforms such as The Star while the microsite used to host educational funnel to reach and direct those in need to the right platform.

Effectiveness
Bearing in mind of the limited budget for paid media while two objectives to achieved, nevertheless, overall campaign gained massive success with 143% increase in related searches. Within just one month, #OnlyMenCan recorded a staggering 8,600,000 million social reach with a demand for more content on prostate cancer awareness. What more? The campaign gained rating over 1,438,000 on television with RM2,000,000.00 PR value. This translated into over 4.3mil impressions serve with high engagement rate at over 500,000. Additionally, it’s shown increase in consideration for PSA screening amongst men with symptoms of prostate cancer while on onlymencan.com, over 15,000 unique visitors which spent approximately 2 mins on microsite. Current clinical study is still on going (over the next 35 years) to measure the full effectiveness of this campaign in driving early detection. Not bad at all looking at ROI out of minimum budget.

2021 | |

Lazada’s 9.9 Chief Discount Officer Live show – the first offline to online (O2O) TV show in Malaysia!

Advertiser: Lazada Malaysia
Brand: Lazada
Creative Agency: N/A
Credits: -

179_FINALIST_EC2_LAZADA9.9SALE REC

Objective & Challenge
Double digit sale shopping festivals like 9.9, 10.10, 11.11 have become a key growth driver for the nation’s ecommerce space, as well as having a direct hand in revolutionising the way people shop. However, Malaysians were seeing fatigue from these festivals from all ecomm players. Furthermore, Lazada was facing aggressive competition from all players especially Shopee. In 2019, Shoppertainment was the big format but in 2020, it had become the norm. The challenge was how do we stand out and sharpen our Shoppertainment show for the first festival of the year end, 9.9? Our objective was clear, standout with 9.9′s shoppertainment live show. Was there a new innovation and consumer insight we could utilise to build that show? Was there a media partner that we could utilise that would create an impact bigger than just a media buy?

Insight & Strategy
TV viewership increase 32% during MCO vs pre MCO. Digital consumption increased during MCO as people were confined to their homes. The rise in ecommerce shopping became a new norm habit for all Malaysians and the upcoming mega ecom sale festivals (the first being 9.9) was the start of the battleground between Lazada and Shopee. With TV viewership increasing, we wanted to create a breakthrough experience that merged TV and digital together seamlessly through technology. So what we did was linked TV and digital together we allowed TV audiences to directly interact with the live show ( collect vouchers, add to cart and buy) via the Lazada app. In essence, we drove audiences from offline to online creating a true omnichannel experience to the audience where they can instantly buy items from the live show there and then. We want to create partnership that create an impact that is bigger than just a media buy. The creative concept of the Live Show was “Chief Discount Officer” (CDO Show) because let’s face it, most people look forward to 9.9 for all the discounts and who better to curate these discounts than our “Chief Discount Officer”, Malay TV personality Ain Edruce. She will be Malaysia’s trusted shopping connoisseur, with a keen eye for the best deals in the market as Lazada’s CDO, to guide Malaysians in becoming smart shoppers. Her CDO liveshow will stretch Malaysia’s digital Ringgit to its absolute limits, with exclusive offers on the latest products and goods from Malaysia’s favorite brands and local sellers.

Execution
We worked together with TV3 to conceptualize the best 9.9 live show like no other and worked together with Lazada’s internal technology team to see how we can intergrate an offline to online experience: Users can like, add to cart, or just buy items advertised during the TV live show via their Lazada App seamlessly. Using TV sync technology, we also gave away prizes worth up to RM100,000 to those who tuned in to the TV3 and used their Lazada App to shop. With TV sync technology embedded into the Lazada App, specific sound markers were intergrated into the live show. As soon as the Lazada App, picked it up, all app users had to do was answer the question to win vouchers! Then we partnered with Omnia leveraging on their strength in reaching out to all Malaysia through their high reach and affinity channels TV, Radio and digital 360 fully intergrated media plan and strategy to ensure campaign effectiveness and reach out to all Malaysians Phase 1 objective : To drive awareness at mass media + digital TV Promo spots dominant in across high ratings programs across media prima channels Radio 30s commercial ads at high listenership radio channels nationwide Digital Social postings across media prima FB & IG, YT Content write up generated the buzz across Rev Asia portals Phase 2 objective : Digital: CDO shows lived on TV3 fb 2 days before live show generate the excitement then the third day live on TV3 generated further the hype and reach TV: Live CDO show on TV3

Effectiveness
Overall CDO live program on TV became No 1 entertainment show across all TV channels which successfully reach out total 4.03 mil viewers. Live steams on digital have garnered a whopping 580,000 views and over 72,000 engagements in just 3.5 hours on 9.9 CDO did marvelous job in splashing the price and Malaysian Love it! 4000 units of Xiaomi Note 8 were sold by CDO in just 30 mins. Over 100,000 surgical masks were sold in 8 mins during the show. Sales during this 9.9 Live show exceeded 2019′s 9.9 Live show.

2021 | |

Sunsilk Naturals Co-creation – Hair-ppier Me!

Advertiser: Unilever
Brand: Sunsilk
Creative Agency: Naga DDB Tribal
Credits: -

Objective & Challenge
Despite being the market leader in Malaysia and topping awareness scores, Sunsilk has observed decline in usage and share over the past three years, particularly among Younger Audeinces, owing largely to lack of staying on trend with conversations, and no new news on product innovation and positioning. Sunsilk’s market position continues to be threatened in view of the rapid influx of new players and innovations in H&B channels. We wanted to reach trendseeking 1825yearolds with an established (and increasingly sophisticated) beauty routine. Aware of the latest buzz in hair care, she incorporates natural products into her routine and is heavily inspired by her favourite celebrities, idols, and social media influencers.

Insight & Strategy
The modern Gen Z girl naturally follows her heart and focuses on pursuits that make her feel fulfilled. However, she’s often in need of extra appreciation, care and support as she blazes her own path in life. As she strives to define her womanhood and pursue her heart’s desires, she constantly struggles with outside forces weighing in on how she should conduct herself. Hair is so integral to her identity that it either holds her back or uplifts her. We knew that many other brands exhibited a tendency to speak “down” to these women, building the feeling of insecurity about hair and selling functional benefits to “solve” those insecurities. Sunsilk didn’t want to perpetuate this cycle of fear. We wanted to truly have dialogue with them, to really understand their hair issues. As a brand that exists to inspire and openup possibilities for girls everywhere, we believe that you can only be naturally you, if you received the best natural selfcare.

Execution
CoCreation Journey Sunsilk Malaysia embarked on its firstever cocreation project with Didi Astillah, an upcoming Malaysian celebrity, and Watsons as exclusive H&B partner. Didi and Watsons representatives flew to Unilever’s R&D Hub in Thailand and personally handpicked the product ingredients, fragrance and design creation for the new range. Working together with Watsons and Google/Facebook via a nationwide survey, Sunsilk identified the top two trending natural ingredients Malaysian girls want in their hair care routine – Damask Rose and Aloe Vera. The brand also empowered these girls to pinpoint their two most important hair issues: dry/itchy scalp, and dehydrated hair. Alongside Didi and Watsons’ cocreation journey, this knowledge enabled Sunsilk to create its first 100% Natural Hydration Range, specially designed for Malaysian girls. Walking the GenZ Talk Sunsilk leveraged on Didi Astillah’s presence as a GenZ influencer by reflecting her optimistic personality and musical talents throughout the campaign. In true Sunsilk Girl fashion, Didi cocreated a launch jingle TVC under the “Hydrated Hair, Hairppier Me” creative umbrella, used her social platform to conduct a live product session, and shared social posts educating her followers on the product benefits she had learned. With the cocreation piece in place, Sunsilk activated a gamechanging business model that effectively integrated instore presence and online audience targeting to achieve multichannel conversion. Robust Instore Presence Sunsilk designed impactful Watsons pointofsale displays embellished with clear benefit visualizations that enabled consideration and conversion at key instore touchpoints. A seamless offlinetoonline shopper journey was also established, with a QR code integrated on the product bottle to encourage shoppers to learn more about the new variant’s key ingredients, benefits, and monthly surprises (exclusive promotions or additional gifts with every purchase). Using QR codes incentivized shoppers to sign up to Sunsilk and Watsons’ mailing lists to follow new rewards or promotions, helping both brand and retailer garner more than 100,000 unique, protected data points to retarget with customized messages and redirect traffic back to online/instore purchase. Online Disruption Sunsilk innovated its consumer journey further with the digital experience. Using precision marketing, the Brand launched customized Facebook and Instagram content to activate her three most active subsegments – Natural Seekers, Beauty Mavens, and Innovators – and drive awareness about the newest, firstever Malaysian cocreation. The campaign was also fortified with extensive influencer reviews and PR coverage on Says.com and Juice. Instagramnative consumers enjoyed an AR filter that gamified the product awareness and consideration experience, rewarding participants with a special promo code to drive online purchase. Unilever’s existing roster of first party consumer data was also activated via onetoone email marketing with unique promo codes for redemption at Watsons online.

Effectiveness
● The “Hydrated Hair, Hairppier Me”campaign achieved 1.5 X reduction in CPM
● The use of Didi and Watsons generated RM 609,000 worth PR value
● +14% Sunsilk growth in Watsons vs LY
● + 212% in Sunsilk Online sales vs. past 6 months in Watsons
● Sunsilk Natural rose to become the 2nd biggest portfolio in Watsons (within Sunsilk Portfolio)

2021 | |

Walls Tealive Bobalicious Syiok Giler!

Advertiser: Unilever
Brand: Walls
Creative Agency: Havas Immerse Malaysia
Credits: -

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Objective & Challenge
Icecream is an excitementdriven category, and in the past 2 years Nestle has stepped up their play with a variety of NPD launches. For Wall’s we recognize that the opportunity for growth (aside from creating excitement in the category via new launches) is to position icecream into the snacking space (instead of treat), Wall’s faced stiff competition from key & local players and wanted to redress the balance and strengthen its position. For the past few years, Malaysia has seen an explosion of Asian treats or localize dessert flavors. Food chains like Inside Scoop, Sangkaya, Pops Malaya and more are rising heavily to cater the demand of the local market. Fast forward to today, bubble tea has become a phenomenon not just in Taiwan, but also across the globe. In Malaysia, at a glance, there are more than 15 bubble tea shops within walking distance from each other, vying for dominance. With that, Wall‘s saw untapped opportunity from icecream perspective and teamed up with local most popular bubble tea chain Tealive to launced its new breakthrough innovation led product to set capture the freezer space in Malaysian hearts. Deliciously referred to as #WallsBobalicious, Wall’s Special Edition Tealive Boba Ice Cream is the latest way for all boba lovers out there to enjoy their favourite drink in the form of ice cream. The Icing: it can be enjoyed anytime & anywhere! The ice cream is made with 100% rich milk tea flavors and real chewy pearls in every bite, #WallsBobalicious aims to deliver a new sensorial experience at an affordable price.

Insight & Strategy
Following Wall’s mission statement, to bring more smiles to more people. We would utilize the power of integrated 360* plan to spread more positivity and commemorate moments of happiness with a “Syioking” treat. It is signified the movement of positivity from Walls stand point whereby when people are happy, they will have an extra boost of
energy, especially during covid & lock down impact. We are tapping to multiple content and leveraged more than 150 KOLs ranges between Aplha, Macro & Micro. 2 phases of campaign has been laydown to drive the impact on digital & TV to share positive ‘Syioking’ news. Hence, the propose campaign is the perfect collaboration to spread Wall’s messaging of promoting happiness and position.

Execution
We leveraged media platforms that fulfilled all of the following selection criteria: Visualbased, thereby enabling the InstaWorthy aesthetics of our product communication to be readily conveyed and shared. Highreach, thereby ensuring the campaign’s can bring as much visual joy to as many teens as possible. Valueformoney (with measurement data provided as a valueadd), thereby enabling us to (1) save up on measurement costs and (2) channel these savings to producing InstaWorthy creative assets. The speed to pivot launch plan (BTL & DOOH) to covid virtual context online exclusive preorder Catch Phase Harness the visibility and shareability ecosystem of YouTube, Instagram and Facebook to put out a wave of thematic Walls Bobalicious content, from online video to social posts. Free Earned Media via Partner’s credibility of social media platform Pre launch exclusive online order to create teaser hypes among consumers. Convince Phase Launch the #WallsBobalicious with the help of influencers & Video content, whereby we want to entice their followers and the wider public for a limited time only, #WallsBobalicious will be available at all major ministores, supermarkets, hypermarkets, convenience stores (711, My News, Shell, Petronas, Caltex and many more), as well as selected Tealive stores nationwide. Close Phase Build on the momentum created and make use of interactive Boba Go Rich Media Ads that inspired by Pokemon Go, First in Malaysia on the Impulse Ice cream category and intergrated with in store QR scan behavior to drive traffic from online to offline sales. Commit Phase Tap into Facebook’s CPAS capability to retarget users and redirect them to Walls ecommerce channels – based on their past purchase behavior. Wall’s Special Edition Tealive Boba Ice Cream is also available on partnering ecommerce sites namely Lazada, Grab, Shopee and Beepit in a pack of 15 and 30 regular sticks. Enjoy #WallsBobalicious delivered to your doorstep (Klang Valley, Penang and Johore Bahru) while you stay at home practicing social distancing. Free delivery is also available for the first 300 online orders on Lazada. Every online purchase on Lazada, Grab and Shopee will also receive a 50% off on 2nd cup beverage Tealive voucher.

Effectiveness
Campaign successfully delivered 33mil impression on Facebook, 21mil completed views in 3 weeks, WOB video partnership has surpassed 25000 shares on Facebook with total of 744,118 shares. In terms of KOLs, we have garnered, 14.46% engagement rates than initail benchmark of 2%. Total of KOLs views reached 1.6mil. We hit the highest market share in Apr & May during campaign period, higher than when it was first launched in Apr, from 1.3 to 2.1 point rate. Internal sales recorded at +4% from forecast. In terms of business result, Fastest moving sku in the range Top 3 sku in key retailer Top 1 trending sku in the category on Lazada platform (first month launch) New channel expansion

2021 | |

How treating our customers like a boss during the pandemic made them love us

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

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Objective & Challenge
In Q4 ‘2020, KFC introduced the “Pandu Ambil” feature (curbside service) as part of the total KFC Self Collect service to ride on the MCO trend as majority of sales have shifted from Dine In to Takeaway. This new feature has made KFC ordering fast & convenient – users just need to order & pay online, drive to the store and KFC staff will then bring the food to your car. In the past, the Self Collect sales trend has been slow during the nonpeak season, tactical promos contributed to the uplift of the sales but couldn’t sustain the spike. Unless there’s a promo, Malaysians don’t feel the need to order via Self Collect. As people are encouraged to minimize physical contact from the pandemic, we saw the opportunity to: (i) Educate consumers on the benefits of using Pandu Ambil (ii) Convert Existing KFC takeaway customers to Pandu Ambil

Insight & Strategy
Pandemic & lockdown has changed the media scene in Malaysia. TV viewership has increased exponentially as Malaysians are encouraged to stay at home hence spending more time to watch TV. Our economy is also greatly impacted as Covid hits, many business owners have lost their main income source and eventually led to permanent closures as they failed to revive operations during the hard times. According to MalaysiaKini, more than 30,000 businesses have shut down since the start of Covid19 pandemic up to September 2020. Employees are asked to work from home however, as 60% of the economic driver in the country come from of retail, services, manufacturing & agriculture sectors, these people couldn’t work from home efficiently due to the nature of their work and it has led to another worrying fact that they might be forced to take paycut, unpaid leave or even losing their job. As Malaysians are living in fear, being vulnerable to the potential challenges that they might face, KFC wants to make them to feel worthful again from nobody to somebody. Hence, our strategy is to: Team up with Astro and engage their inhouse talents for a branded integration campaign. We developed the campaign theme of “Tapau Macam Boss” as KFC provides the bosslike services to Malaysians who order KFC via Pandu Ambil. We “Tapau” the biggest Malay properties on Astro TV & Digital to build brand awareness & consideration through an edutainment story telling way with the use of influence power from celebrities.

Execution
By leveraging the high viewership talk show on Astro, we sponsored a segment in MeleTOP with the idea of “Parking Tepi Je so you can Tapau Macam Boss”. Social Video In the video, Izzue Islam who were featured as Atuk Kepci came to rescue Afieq Shazwan, the hungry driver being stucked in traffic by explaining how he can “Tapau Macam Boss” with KFC Pandu Ambil feature and ordering steps were demonstrated and ends with both of them getting treated like bosses by KFC staff right in their car. The video was released on Meletop, Astro Gempak & Awani’s social pages to create buzz online. Live Show The story was even extended to the live Meletop program. We had Afieq Shazwan to attend the live show by delivering KFC that he ordered via Pandu Ambil for the 2 hosts (Micheal Ang & Elly Mazlein) and Afieq was interviewed to talk about his Pandu Ambil experience with KFC and how he was able to “tapau macam boss”. Throughout the show, brand message was integrated and we have the animated lower third banner to highlight the promo whenever there’s a brand mentioned by the hosts. Branded Advertorial We also have Gempak, Rotikaya & SiakapKeli to educate the audience on the product’s features. Social Video 30sec branded capsule The campaign also came with the 2nd phase to sustain the noise in which we developed a 30sec branded capsule (cutdown version of the video) and aired across the Top 3 Malay channels on Astro – Warna, Prima & Ria for constant exposure.

Effectiveness
‘OBJECTIVE#1 Change people’s behaviour to do pandu ambil: Drive conversion for existing takeaway users to Pandu Ambil without a tactical promo! RESULT#1: We achieved 25% more selfcollect conversions compared to the precampaign period. RESULT#2: 1 week into the MeleTOP sponsorship, we received 19% more Pandu Ambil orders than before. RESULT#3: We brought in extra 17% of daily traffic & 51% more new users to the KFC Self Collect page after the sponsorship. RESULT#4: KFC’s YouGov brand consideration metric has increased by 3points compared to the previous month. OBJECTIVE#2: Educate consumers on the benefits of using Pandu Ambil RESULT#1: Integration with Astro Meletop has reached 2.1mil of audience, and also achieved 40% of R1+ from the 30s capsule. RESULT#2: The social video has garnered close to 100k views across all platforms, and we gained 112% more views on MeleTOP’s YT than our expectation.