Showcasing: Agency of the Year

Challenge
In-store is highly cluttered with no differentiation. We had to make Johnson’s baby powder stand out amongst the sea of displays and also communicate effectively that the Johnson’s powder can absorb sweat. The main challenge was bring out product relevance in absorbing sweat in the air-conditional hypermarkets.

Solution
We understood that Mothers know that kids sweat a lot once they are back from the playground. Leveraging on this association of play & sweat, we decided to utilize our POS and convert it into a lively playground ! This would attract the kids and Mothers could immediately relate to the product relevance when they saw their kids sweating it out in the playground.

Execution
The colourful playground POS was placed into major hypermarkets nationwide. The playground POS not only displayed the product, it also had a kids football game and other kiddy stuff. This worked as a magnet for kids as when they saw it, they gleefully ran to it & dragged their mothers in tow.

Results
The innovation attracted more than 1,902 families across the major hypermarkets nationwide. Johnson’s Powder registered a record breaking +5% growth in market share. The Shares went from 44% to 49%, an all time high for the category in just a month.

Challenge
BRAND’S Essence of Chicken was considered as a traditional, Chinese health medicine that eager, Chinese moms forced upon their children during exams to increase mental alertness. To avoid saturation, it urgently needed to reposition itself as an everyday, lifestyle, Malay, YOUTH brand.

Solution
Current youth generation in Malaysia has very different needs and culture compared to previous generations. They consume media with low attention and avoid advertisements. We decided to connect with them through Pop Culture, and not a 30s TVC. First, we gave them an expression that only belonged to them. We started a movement called “Generasi-Hebat” (Generation-Fab). The song “Juara” (Champions) was sung by Malaysia’s 5 hottest reality stars and became the movement’s anthem.

Execution
Besides airing the “Juara” Music Video on TV, we showed footages of “The-Making-Of Juara” Music Video on youth entertainment programmes such as Melodi, 8tv Quickie & 8e-news. We got the singing icons on these shows to talk about what being a part of “Generasi Hebat” means to them. On Astro, “Juara” was played on a popular Music Video belt where viewers were prompted to download the song as ringtones.

Result
It’s facebook of more than 16,478 fans are 80% Malays. 80,000 video views online. 974,003 Yahoo Search results for “Generasi Hebat”. “Juara” was a Top 10 requested song on Hot.fm. 8tv, viewers voted it the Top Youth campaign. 15% sales growth.

Challenge
In a competitive soft drinks category, winning amongst Youth was key to growth. F&N Flavors was still perceived as a Tween drink by some in a shrinking market. 
It needed to re-inforce an edgy, Youth image with street credibility, while staying true to its DNA of being a ‘fun’ drink.

Solution
In 2009 Dance reality shows were becoming big among the youth. So, we decided to choose Freestyle Dance as the platform for them to express themselves. 8TV was the perfect partner and was formally declared ‘friends of F&N’. F&N Freestylz ‘Show Your Moves’ contest was born. We co-opted all 8TV youth programs, got their celebrity hosts involved to show their moves, their production teams etc to create on-air buzz and excitement.

Execution
8Quickie, Chopp! and 8 e-news invited youth to join. Celebrity freestyler judges appeared on 8TV shows to invite their fans to Bring It On. A string of 8TV celebrity hosts were hijacked to Show Their Own Moves on TV and add fuel to the fire. Special TV bugs were sprinkled inside several programs. Freestyle roadshows footages were blasted to build momentum further. Finally the Grand Finale broadcasted a breathtaking battle 
of ultimate cool.

Result
Youth across Malaysia moved to F&N’s rhythms. In just 4 months of campaign, Spontaneous Brand awareness grew 12% to achieve its highest since 2005. F&N grew its share in highly competitive category by 5% Year-On-Year to further extend its No.1 position lead.

Challenge
BRAND’S Essence of Chicken was considered as a traditional, Chinese health medicine that eager, Chinese moms forced upon their children during exams to increase mental alertness. To avoid saturation, it urgently needed to reposition itself as an everyday, YOUTH, Malay, lifestyle brand.

Solution
The current youth generation in Malaysia has very different needs and culture compared to previous generations. We wanted the brand to connect with this generation by giving them an expression that only belonged to them. We started a movement called “Generasi-Hebat” (Generation-Fab). The song “Juara” (Champions) was sung by Malaysia’s 5 hottest reality stars and became the movement’s anthem whilst the “Hebat” tie became the movement’s symbol which youths started wearing fashionably.

Execution
“Juara” was aired on TV, radio and online, performed at concerts and featured in the “Kau&Aku” soundtrack. “Hebat” troopers raided youth hang-outs whilst Radio DJs sang to “Juara” and spoke about “Generasi-Hebat”. The singers were interviewed on talk-shows and fans chatted with them online. Bloggers posted pictures of themselves posing with BRAND’S-Essence-of-Chicken and wearing the “Hebat” ties. The Generasi-Hebat facebook, which includes a Music Video application, allows youths to interact with BRAND’S and each other.

Result
It’s facebook of more than 16,478 fans are 80% Malays. 80,000 video views online. 974,003 Yahoo Search results for “Generasi Hebat”. “Juara” was a Top 10 requested song on Hot.fm. 8tv, viewers voted it the Top Youth campaign. 15% sales growth.