2021 | |

AIA Knows When You Are Asleep, AIA Knows When You Are Awake

Advertiser: AIA Malaysia
Brand: AIA Malaysia
Creative Agency: Leo Burnett
Credits: -


Objective & Challenge
As part of their new brand promise of Healthier, Longer Better Lives, AIA Malaysia shifted its focus to the importance of wellbeing of Malaysians. With media being primarily a push platform, how can we utilize media to improve the well being of Malaysians? Impressions, Clicks, CTR, CPC, Views or View Rate has always been the norm of measurement when it comes to digital advertising. However with significant advancement in digital ad tracking technology, could we go further take a step away from standard digital measurement metrics and use digital media for tangible good? Aside from understanding the key digital media deliverables, we also sought to ad tech tools to measure the digital consumption patterns of the Malaysians online population and hence push them the right messaging to encourage these users to live a Healthier, Longer, Better Lives.

Insight & Strategy
Malaysians are getting more and more Mobile centric with audiences spending at least 6 hours online, up 23% year on year. It is not surprising that mobile has been the last screen they looking at before going to sleep. This heavy reliance on mobile screen time has been well documented in disrupting the sleeping patterns of many around the world . Locally, according to the study by the Malaysian Healthiest Workplace Survey in 2019, 9 out of 10 Malaysians working adult suffering from at least 1 form of sleep disorder or another. With mobile being the device that we are most connected to, we realise that we can reverse engineer our runofthemill 3rd party ad serving technology to monitor Malaysian’s digital activity. By tracking a user’s mobile device ID and digital usage pattern, we can accurately identify users who are consistently sleep deprived by measuring the time between their last and first mobile usage touchpoints, and the amount of ad impressions they have been served throughout the night. Our strategy was to combine the power of ad tracking and programmatic technology to remind audiences to get enough sleep for their next day activity.

Every time an ad is served from an ad server, it receives a unique bid request from the mobile device. We reversed engineered this to correlate the volume of bid request sent by unique mobile device IDs and mapped that against their activity level. Audiences were analyzed carefully based on their activeness by looking into the bid request from their mobile devices between 11pm 4am (which indicate that they are still active on their mobile during these hours). Using past 3 month’s data, we were able to categorized these users into 3 key segment by looking at the volume of vid request, namely Mild(users that had sent 1 5 times bid request to our DSP), Moderate(users that had sent 5 10 times bid request to our DSP), as well as Severe(users that had sent more than 10 times bid request to our DSP). We also analysed the time difference between their last ad impression and their next ad impression to identify people who have less than the recommended 7 hours of sleep. Programmatically, we were able to upload these device IDs as custom audience segment and hence able to actively reach them. At night, we pushed ads that reminded them to sleep early or that it is time to sleep. The next day, we remarket banners which pulls them to articles that discusses the importance of sleep. Both push and pull approach ensures maximum viewability of campaign.

As a first of its kind approach, our Sleep Quality Tracker initiative tracked Malaysian’s quality of sleep over a period of 4 weeks, from there we managed to record significant improvements in quality of sleep within the Severe and Moderate groups: A total of 184,208 individuals (28%) from the Severe group had moved from Severe to Moderate. A total of 145,332 individuals (34%) of the Moderate group reported a reduction in digital activities online and a significant decrease in Last Activity Time from an average of 4am to 3am. The Mild audience group also reported to have the highest engagement (12% higher) in our Sleep Banners as compared to the other target groups. On our key campaign page, our traffic to site showed an uplift of 34%, with AIA health product related pages showing a significant traffic increase of over 200% (from 23,000 avg pages views to 73,049 page views) compared to previous AIA Vitality campaigns. Further attribution also showed a positive impact on bottom line by successfully generating up to 2,058 leads (with 500 leads as the initial target set by client) that had been passed to our agents for acquisition purposes. AIA Malaysia’s first of it’s kind experimentation with ad serving technology to track quality of sleep has yielded further interest beyond the Malaysia borders with other AIA market currently exploring the possibility of implementing this in their respective market.

2021 | |

Heroes in the Sky

Advertiser: The Walt Disney Company
Brand: Marvel Avengers
Creative Agency: -
Credits: -


Objective & Challenge
• In 2018, The Avengers: Infinity War promotional campaign saw an iconic Malaysian building transformed into Stark Tower emblazoned with the Avengers logo. It was larger than life and the talk of town.
• In 2019, to promote Avengers: Endgame, the brand needed to do something unprecedented, bigger, and better in KualaLumpur to keep audiences enthralled and set the new pace for transmedia storytelling.
• Ultimately, driving repeated viewership of its franchise’ productions.

Insight & Strategy
• Research: Based on social listening data, brand engagement reports and keyword searches, we understood that the audience was predisposed to be fascinated by the franchise’ outdoor show and tell.
• Insight: The creative idea was rooted in the insight that consumers who are stimulated by experiential marketing are highly likely to be emotionally invested in the brand and will in turn talk about it.
• Idea: While our target audience were beyond enthusiasts, fans of the story pay close attention to the love of the Marvel Cinematic Universe – to get their buyin, the experience must respect the narrative. The core six Avengers are the beating heart of the chronicle, an ensemble of fullbodied characters the audience had grown emotionally invested into.
• Strategy: To arouse the audience’s emotional extreme, the strategy was to shock and awe. The performance sought to draw in onlookers, creating a brand connection beyond fans to craft an exhilarating experience they can own and share.

• Thanks to efficient orchestration of onground production, Intel drone performance, production design, sound and light production, and venue management and logistics,
• A dazzling display of a recordbreaking drone light show synchronised with music transpired unannounced in the night sky, bringing to life the iconic Avengers heroes, marking the premiere of Avengers:Endgame.
• The 300 drones also made it into the Malaysia Book of Records for “The Most Drones Used in a Light Show”. Powering the collective drone hive was technology developed by Intel.
• The move was to commemorate the culmination of a story told across 22 films in 11 years.
• Poignant and grand, Iron Man, Captain America, Thor, Hulk, Black Widow and Hawkeye sent signals against the backdrop of the iconic Kuala Lumpur Tower. o o o o

• 10.4 million organic reach on Instagram
• Earned PR on over 50 international and media outlets
• +28% more tickets sold compared to 2018
• USD 2 Million total media earned
• The business impact speaks for itself.
• The organic hype contributed to achieving the overarching business goal of driving excited audiences ready to watch the movie and recruiting onthefencers for revisits to the movie theatre.
• Ultimately achieving Malaysia’s highest box office record of all time at USD 21 million.

2021 | |

How KFC trolled their way into the stomachs of competitors via geo fencing

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


Objective & Challenge
When people think of KFC they only think of the aromatic, tender, crispy fried chicken. KFC was going to release a Hot n Cheezy burger for their limited time offering. So how do we get people to think of KFC as more than fried chicken and to ultimately try their equally enjoyable burger?

Insight & Strategy
When it comes to burgers, our audience are usually having a McDonald’s, Burger King, and others. So we decided to hijack their burger eating moment, and make it a little more Hot N Cheezy. We turned our competitor’s products into media real estate because according to Nielsen, 65% of Malaysians are still on their smartphones while eating! By scanning the competitor’s burger wrappers, the consumer would be directed to a cheeky music video that poked fun at the competitor, and prompted viewers to try out a Hot and Cheezy. Why music? Studies have also shown that you enjoy your food a lot more when there’s music playing in the background.

The KFC Hot and Cheezy campaign is designed to be a digital first campaign with offline crossovers by geotargeting visitors of other fastfood establishments. They’re then funneled through KFC social ads and image recognition banners that leads them to a burger wrapper scanner. This is made possible with our advertising solutions partner, Amobee who developed the image scanning technology to embedd in our interactive display ads. They would then scan their nonKFC burger wrappers with their phones, which would then play a unique troll song based on the competitor brand that was scanned. All songs end with a delivery promo code for users to try the new burger from KFC. Some of the songs include “Burger King Burger Queen” (based on ABBA’s Dancing Queen), “Texas Chicken Cheese drives me crazy” (based on Fine Young Cannibal’s She Drives me crazy), “Carl’s Junior Uptown Cheese” (Based on Billy Joel’s Uptown Girl), and we even had some local songs too like “Ramly Kau Burgerku” (based on Man Bai’s Kau Ilhamku). Basically every fast food burger restaurant had a parody song created for them. This meant that for three weeks whenever someone ate a burger that wasn’t from KFC, the Hot and Cheezy songs was still on the top of their minds. A real world example: Ahmad is eating a burger at McDonald’s. He scrolls his phone while eating and sees our Hot n Cheezy burger asking him to scan his McDonald’s wrapper in a display ad. Ahmad scans the wrapper and is then shown a music video called, “Return the Mac”, a parody song based on hit song “Return of the Mack” by Mark Morrison. Ahmad is then given a delivery promo code to try the new Hot and Cheezy burger.

KFC surpassed their KPI benchmarks for selling the Hot n Cheezy Burger. 1. Sales for the Hot n Cheezy burger surpassed target and we had to cut our campaign from 6 weeks to 3 weeks because we had no more burgers to sell via delivery (a limited time offer as the name suggests has only a limited number of units per distribution channel). 2. It garnered 326,000 clicks throughout three weeks, which led to an 84% conversion rate to KFC Delivery site. 3. Received 16.5 million social impressions 4. Reached a 2.8% CTR on Facebook from a starting benchmark of 1% 5. Gained a 33.2% success rate on Youtube VTR with benchmark of 20% 6. Aside from the campaign making noise in Malaysia and Southeast Asia it also attracted attention from worldwide publications like La Reclame from France and marketing, media, advertising and technology show Melt from India.

2021 | |

Tiger Crystal_Tiger: Crystal Live Bright_Malaysia

Advertiser: Heineken Marketing Sdn Bhd
Brand: Tiger Beer
Creative Agency: Adform A/S, Ogilvy
Credits: -


Objective & Challenge
• There has been a growing demand in accessible segment with double digit growth yearonyear. Consumers are looking for a less bitter and easy to drink option.
• In order to have a share in this pie, Tiger introduced Tiger Crystal, an easy to drink lager that is filtered at a crystal cold temperature of -1°C to lock in the most desirable flavours and aroma, making it the ultimate refreshment.
• The challenge is to establish Tiger Crystal as the “ultimate refreshment” in this segment
with TOM awareness of 50% converted to 25% trials.
• By highlighting the value preposition of Tiger Crystal Beer Filtered at -1°C to lock in the flavours and aroma to get ultimate refreshment and engage audiences with personalized messages.

Insight & Strategy
• Our media approach was to build COOL ideas which gave people ‘the chills’ and made Tiger Crystal the talk of the town. In order to do this, we unveiled their first cold sensitive ad on Print. Brand awareness for the product launch in 2019 in print and sustenance via DCO in 2020
• Strategy was to leverage on the Unique value proposition and Refreshement of Tiger Crystal by employing a Dynamic Creative Optimization (DCO) strategy to display & engage with the right audience, right messaging and right context. DCO fundamentally focused on enhancing the ability to deliver and scale tailored ads while optimizing for enhanced performance. Leveraged on the full suite of automated and activation technologies and pairing with realtime weather targeting (open source weather API) to create a seamless experience to the target audiences as well as create product relevancy with their surrounding environment.
• This combined with Full Page Full color ad with the cold sensitive ad sticker in the middle of the ad. In order to get a free bottle of Tiger Crystal, the readers are required to place a cold sensitive diecut Tiger Crystal bottle sticker in the middle of the print ad that doubled as a bottle redemption coupon upon revealing the QR Code in a cold environment ie. Freezer (at freezing temperature °C).

• Weather API feed was integrated into HTML banners to display the temperature outside and during higher temperature, night time and lower temperature customized messaging was shown to encourage users to try tiger Crystal
• Created four dynamic HTML5 templates across six display formats
• Created custom creatives with layer of decisioning to use Dynamic Creative Optimization (DCO) to show custom messages based on weather changes
• Generic messaging was displayed when the temperature outside fell below 30 degrees, rainy days and during the nighttime. Open Source weather API was used to pull the temperature across Malaysia in real time
• The cold sensitive stickers were placed on newspaper publications with the highest circulation in KlangValley.

• 69% of potential drinkers have converted from awareness to trial, (beating the original client target of 25% conversion), contributed mainly by young drinkers.
• Respondents have picked up “Tiger Crystal is a refreshing drink” as the strongest message delivered by Tiger Crystal ads communication.
• Dynamic campaign messaging resulted in 67% higher CTR compared to Generic banner (0.22% to 0.33%)
• Average CPCs reduced from RM 10 to RM 3 (33% reduction)

2021 | |

Suasana Syawal Sempurna #RayaTetapTaya

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

Objective & Challenge
Hari Raya Aidilfitri, the celebration that marks the end of Ramadhan, is a joyous occasion where families, relatives and friends reunite. It is a time of charity, large gatherings, sharing of meals, and bonding. However, much of this was expected to be muted this year due to COVID19. The year saw Malaysian lives come to an abrupt halt by the hand of a virus, and lifeasusual became almost impossible. Large gatherings were banned, thus ending the annual balik kampung exodus. It was expected to be a subdued celebration, and families were encouraged to find joy even if celebrations are limited to their immediate family. With our brand promise of helping Malaysians to Always Be Ahead, we wanted to remind Malaysians of their strength, inspiring them to celebrate Raya with a full heart despite tough times.

Insight & Strategy
More than just customary or religious rituals, Raya is not Raya without family. It is, after all, a time to celebrate, reunite and feast with one another. While Hari Raya is celebrated by 61.3% of the Malaysian population, the Raya festivities are often enjoyed by all in the country. However, the pandemic had turned everyone’s lives upside down and changed the way Malaysians live, work, and now, celebrate Raya. As a brand, could we remind Malaysians and their loved ones of their resilience, while inspiring them stay positive and strong throughout this special time of the year? As Malaysians faced MCO, they found ways to make social distancing very social, with a little help from technology. Students were attending online classes. Gyms moved their training sessions online. Chillout sessions at mamak stalls were now on Hangouts or Zoom. The optimism and ingenuity of Malaysians have really shone through. Maxis wanted to inspire Malaysians by amplifying these real stories of people finding joy in Raya even in the face of challenges. All to remind Malaysians of their strength that has always helped them pull through adversity with full hearts. Our aim was simple: to convey feelings of gratitude and remind Malaysians to celebrate with a full heart despite adversities.

Step #1: Create intrigue through audio We all have our own take on what makes Raya most meaningful to us. So, to start, we wanted to stir Malaysians’ imagination to picture their version of a perfect Raya. To do this, we launched our firstever 8D audioonly film, where one could hear lifelike sounds of Raya, including the pleasant chattering at open houses, people cooking; even an aunty telling you how nice your baju (outfit) is. The 8D audio uses spatial reverb and mixing to make it seem like the scene is happening and moving all around you. Best experienced with headphones, this immersive experience transports you to a different world by creating the illusion of a 360degree space. When consumers heard the audio for the first time, many pictured conventionally perfect, joyful Raya scenarios. In the face of what seemed like a bleak upcoming Raya due to the pandemic, this ignited a debate on what counts as a perfect, complete Raya. Step #2: Launch full film with a twist A week later, the full film was released, juxtaposing the 8D audio narrative of joyous festivities against images highlighting real stories of Malaysians facing Raya in hardship in the past and present: natural disasters, underprivileged situations, distanced loved ones, and Raya during the MCO. Yet, in the face of hardship, each of these real Malaysians still counted their blessings and saw a perfect Raya celebration even in imperfect times. The same feeling of contentment we’d feel as we imagined a conventionally perfect Raya while listening to the 8D audio track alone. Through this juxtaposed narrative, we gave viewers a fresh perspective on their current situation that sparked a conversation. But all felt a sense of gratitude as they counted their blessings, renewed hope and the inspiration to see beauty even in adversity. Step #3: Get Malaysians to spread positivity In collaboration with our media partners, we also aggregated positive reallife Malaysian stories during the Raya period. New stories were featured on our campaign website every day as a source of daily inspiration and readers were encouraged to share it amongst their friends. The amplification of these stories were a reminder of the tenacity and spirit that is within all of us, even in challenging times. Ultimately, we wanted to inspire Malaysians to be positive, stay strong and celebrate Raya with a full heart because #RayaTetapRaya (Raya will still be Raya).

Objective 1: Generate reach and talkability (KPI: At least 10mil online media reach) Our efforts were not in vain as both our videos reached audiences far and wide to spark the required conversations: 1. IMPRESSIONS AND VIEWS: Over 11.6mil online impressions across YouTube and Facebook, with a collective total of 5.9mil views10
throughout the campaign period. 2. PR MEDIA REACH AND EARNED MEDIA VALUE: Over 16.3mil online media reach, with mainstream media such as The Star, Bernama, Malay Mail, Harian Metro and even China Press carrying our story, garnering earned media value of RM155.6k. Our 8D audioonly film was even ranked 2nd Best Raya 2020 Film by Marketing Magazine readers! Objective 2: Create engagement to further spread positivity around the country (KPI: >35% VTR) In addition, Malaysians resonated well with our messaging: 1. ENGAGEMENT: Even more impressive was that our 8D audioonly film (which had no images) had a VTR of 47%, far exceeding our Maxis benchmark of 35%. This momentum continued with our full film which had a VTR of 40%. 2. SOCIAL ENGAGEMENT: Not only were people watching our films, but we had over 1.7k likes and shares across both videos. Several viewers even noted that the 8D audioonly film made them cry as it reminded them of celebrations of past years. 3. SOCIAL SENTIMENT: We recorded a +15% uplift in positive social sentiment during the campaign period. This was doubly important for us as telcos are generally not wellliked. Ultimately, our brand health measurements also went up! We got the high reach and engagement we hoped for. But more importantly, we managed to strengthen brand perception and preference during the campaign period.