Showcasing: Agency of the Year



2013 | |

Feel the love of Milk, Moms & Masses by Dutch Lady

Advertiser: Dutch Lady Milk Industries
Brand: Dutch Lady UHT
Creative Agency: Leo Burnett Malaysia
Credits: Universal Mccann — Ramakrishnan C.N. (Vice President), Chinar Joshi (Integrated Experience Designer), Goh Soo Mei (Associate Director), Cathryn Pak (Assistant Manager), Olivia Lee (Senior Media Planner), Stephanie Chin (Director Of Operations), Chow Lee Kheng (Senior Buyer & Implementation), Rashid Rahayu (Chief Producer), Ridzwan Ibrahim (Senior Content) / Dutch Lady Milk Industries — Anja Henze (Marketing Director), Ramjeet Kaur Virik (Marketing Manager), Ho Hui Hui (Brand Manager), Ho Phaik Li (Head Of Marketing Services), Tai Chip Hui (Media Manager) / Leo Burnett Malaysia — Tony Khoo (Group Account Director)


Challenge
2012 summer saw several brands using the Olympics platform to engage consumers. Brands on steroid budgets were using Olympians to promote everything from smartphones, to isotonic drinks. We had to differentiate Dutch Lady’s Olympics campaign from the rest, and the challenge lay in making it more relatable, personal and impactful.

Solution
All beverage brands proclaimed themselves to be the one behind making an Olympic champion by brute power brainwashing of the public. But the truth is far from it, it is the unconditional love of a mother, mass adulation and milk, which makes a true CHAMPION. Media agency recommended to bring out the Olympian’s secret recipe through a call to authenticity, which celebrated moms, triggered mass euphoria and reminded Malaysians of the power of milk.

Execution
A multiplatform Integrated Branded Content brought alive the role of mothers and milk in the life of Olympian’s Pandalela, Azizul and Khoo & Tan via an emotional 4 part branded series on TV3. Faizal Tahir, created a stirring branded song and MV, ‘Go Malaysia Go’ as an ode to moms, triggering a Guinness world record of cheer collections from Malaysian. Culminating with DL Moms as ‘Chief Official Correspondent’ reporting their POV, live from London.

Results
The campaign inspired 87% of target audience, GMG cheer song made it to the Top 10 Music charts and Malaysians cheered their way into Guinness Book of Records with 10,130 cheers. Repeat purchases increased 9% over last year, strengthened by 13.5% increase in the endorsement scores for Dutch Lady.

2013 | |

KFC Finds Love Again!

Advertiser: QSR Brands (M) Holdings Sdn Bhd
Brand: KFC Malaysia
Creative Agency: BBDO (M) Sdn Bhd
Credits: Universal McCann — Rina Low (Business Director), Velda Kon (Associate Director), Lavend Ng (Senior Media Planner), Way Chooi Yee (Media Planner), Alina Tan (Media Buyer), Ullas Sahadevan (Director, Performance Marketing), Wilson Chin (Solutions Architect, Performance), Derek Tan (Executive Director), Yvonne Lau (Communication Strategist Manager), Angelyn Soh (Social Media Specialist) / QSR Brands (M) Holdings Sdn Bhd — Kelvin Hong (General Manager), Connie Liau (Senior Marketing Manager), Erica Tan (Marketing Executive), Sharel Samat (Marketing Executive) / Astro Radio Sdn Bhd — Sukhbir Sidhu (Associate Radio Sales)


Challenge
The infamous I-City incident caught the country by storm when one server assaulted a customer. The debacle spread like wildfire. Overnight, KFC was infested with severe negative sentiment and became Malaysia’s hotly debated topic of the year. KFC was in danger of losing not only relevance but also brand equity.

Solution
Not taking any action would have been disastrous. Media agency recommend a fast and multi- dimensional strategy to counter the explosion. We first needed to contain the outbreak, then we needed to build a longer positive green line against the red line and finally we needed to give the proof-of-the-pudding at the heart of the problem, the KFC outlet. Search, Social, POS and Radio had the best mix of speed, context and affinity for each stage.

Execution
We deployed a 3-pronged strategy to CONTAIN the pandemic via a Paid Search campaign, using an interceptor strategy for 4 different audience Search behaviours of ‘Strangers’,’Onlookers’,’Activists’ &’Propagators’. Once intercepted we CO-CREATED positive advocacy in social media by using Facebook to gather ‘SoGood moments’ from them, under 29 different life experience buckets. Once consumers visited the outlet we CONVINCED them by refreshing the positive image of the KFC server, using Malaysian’s favourite radio DJs as KFC frontliners.

Results
KFC turned crisis into opportunity. Sales +19.8%, transaction +15.4% and 0 cannibalization, pushing visit shares increased by 2x in Q2 2012. ‘Staff are friendly’ improvement of 71.4% vs our closest competitor. The place attribute around ‘Warm and welcoming’ improved by 100% vs our closest competitor.

2013 | |

‘Viral’ Outbreak Containment by Operation S.O.A.P

Advertiser: QSR Brands (M) Holdings Sdn Bhd
Brand: KFC Malaysia
Creative Agency: Reprise Media
Credits: Reprise Media / Universal McCann — Ullas Sahadevan (Director, Performance Marketing), Wilson Chin (Solutions Architect, Performance Marketing), Mike Hutany (Performance Marketing Specialist) / Universal McCann (UM) — Rina Low (Business Director) / QSR Brands (M) Holdings Sdn Bhd — Kelvin Hong (General Manager), KFC Marketing

Challenge
KFC faced big backlash and negative publicity following an outlet incident where a KFC staff punched a customer. Negative references were flooding the ‘web o sphere’ and a quick fire strategy was needed to Contain and Neutralize this by highlighting positive actions KFC had taken to remedy this unfortunate situation.

Solution
Search became the first port of call to neutralize and contain this ‘viral outbreak’. We unleashed operation S.O.A.P >

  1. To deflect ‘Strangers’; people unaware of the incident to be influenced
  2. To convince ‘Onlookers’; who were eagerly following latest updates
  3. To convert the ‘Activists’ who thought KFC wasn’t doing enough and finally
  4. To stop the ‘Propagators’ from further spreading the negativity by posting and viraling it on social media, blogs, and websites.

Execution
Targeting and influencing 4 different audiences, our ‘key word’ and copy strategy made sure that our ads occupied top space on Search engines drowning the negative references about the incident when people searched for KFC brand terms or the incident. Our strategic search ad placements intercepted and neutralized negative searches upfront and redirected clicks to a page that contained KFC’s statement & apology, showcasing that KFC had officially addressed the incident prevented negativity from spreading.

Results
Operation S.O.A.P helped contain and propagate the positive steps KFC had taken as a brand to address the incident. 5.5 Million searches were neutralized. Sales and transactions in restaurants went up by 19.8% and 15.4% respectively. KFC brand equity was smartly reinstated, preventing the brand sentiment from spiraling down.

2013 | |

Team Malaysia – The First Crowdsourced Sports Channel

Advertiser: Telekom Malaysia
Brand: TM
Creative Agency: Rally (Part of IPG Mediabrands)
Credits: Neeraj Gulati (Executive Director–Social Media&Digital Inte), Azri Haidar (Social Media Specialist), Susan Lim (Media Manager), Abhishek Bhattacharjee (Associate Director Digital), Joshua Ong (Social Media Specialist), Horina Yusop (Associate Director), Aizat Mazni (Media Planner)

Challenge
“Owning sports” to connect with youth has been a part of all the major brands’ strategy. Every brand fights for the rights of limited sporting events, raising the sponsorship price to astronomical levels for a little logo space. TM wanted to own the sport without being just another ‘official sponsor’.

Solution
We realised that sports had two major components, the Sport itself and the FANS. Sports was only broadcasted on TV, but was lived amongst the fans, on teh tarik tables, office corners, living rooms,and everywhere they went. Sports was lived in a fan’s heart. Media Agency recommended to collaborate with fans to create a “Fan’s version of Olympics” thereby owning fans instead of the sport, and to establish TM’s philosphy: ‘Connections Make Anything Possible’.

Execution
We launched a unique Crowd sourced Social Sports Channel called “Team Malaysia”, it was a social media sports fan community. Team Malaysia recruited superfans on Facebook and Twitter, who collectively covered London Olympics. The coverage was realtime and participatory, and included everything from heartwarming stories of Olympians, to the joy of victory, and the pain of every loss. ‘Team Malaysia’ enabled Malaysians to witness Olympics from a unique Fans’ perspective.

Results
Malaysians united in their love of the sports, as Facebook community added 300k fans. The coverage was faster than any other news or sports channel. Average engagement rate of 21%, 110 times higher than average. Other brand shared our posts. Channel reached 6.12 million people, higher than any TV Channel.

2013 | |

F&N Unleashes the First Ever ‘Surround’ Gaming Experience

Advertiser: F&N Interflavine Pte Ltd
Brand: F&N Fun Flavours
Creative Agency: Bates Malaysia
Credits: Universal McCann — Chew Kagee (Senior Vice President), Chai Yen Yen (Business Director), Jacinth Lum Sin Yeh (Senior Media Planner), Nikki Fok (Media Planner), Cecilia Wong (Media Buyer) / Rally — Derek Tan (Executive Director), Chew Xian Kim (Manager Community Strategy), Bryan Hoo (Senior Social Media Specialist) / F&N Interflavine Pte. Ltd. — Jenny Wong (Assistant General Manager - Marketing), Yee Pek Kuan (Brand Marketing Manage - SD, Juice&Water), Stephanie Wong Wai Yee (Brand Manager - Juice&Water), Vanessa Lim Su Ping (Assistant Brand Manager - CSD) / Bates Malaysia — Aditya Kilpady (Strategic Planning Director), Elaine Yap (Account Director), Gavin Teoh (Senior Accountant Manager)

Challenge
CSDs are struggling to stay relevant. In its 129th year, F&N is perceived as old whilst the typical ‘fun’ imagery is becoming irrelevant to youth. Youth besieged with choices, are constantly searching for new experiences including the way they consume media. More challenging, is achieving repeated engagement with them.

Solution
Malaysian youth are married to their mobile devices – always there, never arguing, only entertaining. It has become their personal source of happiness – he does his purchases online, he checks his friends’ updates on Facebook, while he beats his friends’ scores on Candy Crush. Milking this relationship, media agency recommended a mobile app where all F&N media touchpoints triggered an explosion of addictive, sporty fun bubbles across their mobile devices to be blasted away.

Execution
A first ever in Malaysia, media agency created the F&N Bubble- Blaster mobile app which used image recognition technology to interact with F&N images across all media touchpoints like TV, Youtube, Facebook, websites, Ambient, OOH and even POSM. Embedded with a hook that urged them to point their mobiles to release an explosion of bubbles on the screen. Youth had fun blasting the bubbles away and immediately shared their scores, challenging their friends on Facebook.

Results
In 6 weeks, campaign reached 92% youth. F&N Bubble-Blaster was played 101,435 times, gaining additional 80,399 Facebook fans (+126%). The video was viewed 5.78m times generating huge online buzz, amassing RM3.25m in Earned media value. Spontaneous Brand Awareness grew 14.29%, Brand Likability grew 5.9%, whilst Sales increased 33% post campaign.