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Challenge
During global recession, consumers are tightening their belts but they have lots of liabilities at hand and home ownership is one of them. Therefore, Standard Chartered re-launched its MortgageKLIBOR, offering the “lowest interest rates” to ease consumer burden. This campaign is to further established SCB leadership in the mortgage segment.

Solution
We painted the picture that “GOOD TIMES ARE BACK” with MortgageKLIBOR as consumers can enjoy fantastic savings. As most people turned to newspaper for the latest economy news, we leveraged on the current hot topics to drive high awareness for the campaign.

Execution
To partner with key English and Chinese dailies to run a series of teaser ads, featuring topical and current economic news i.e. “The Roller Coaster Year…”, “Tougher Times Ahead for US and World Economy…” etc. To read good news, readers were requested to turn the page for MortgageKLIBOR offer.

Results
The creative execution generated a record sale of RM800mio for the bank within a month, which doubled its sales objective. Tapping on consumers’ sentiment had attracted more eyeballs and the ads garnered high visibility.

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Challenge
Winning over the Chinese is a key challenge for MAGGI Stocks and Sauces because when it comes to cooking, Chinese consumers prefer to go for ‘authentic’ Chinese brands. Our task was to get MAGGI Stocks and Sauces to win the hearts and minds of the Chinese community.

Solution
The Chinese community holds high respect for established Chinese chefs whose food is regarded as the epitome of Chinese cuisine. With this knowledge, we created a series of 60- second cooking mini-sodes in collaboration with renowned Chef Sun from Tai Thong, the largest Chinese restaurant chain. The broadcast was strategically scheduled before Chinese New Year (CNY) period, when the best and most authentic Chinese dishes are cooked and served to families, relatives and friends.

Execution
We flooded top Astro Chinese Channels with our cooking mini-sodes titled, “Feast of Good Luck and Prosperity”. At the height of CNY preparation and celebration, we further delighted our consumers with eight auspicious CNY recipes, aided by MAGGI products. It was loud and clear that MAGGI products are trusted by credible Chinese chefs to cook authentic CNY dishes, leaving no room of doubt for the chefs at home!

Results
During the campaign period, MAGGI’s penetration amongst Chinese increased by 5% (Kantar consumer panel). Top-of-mind awareness also rose by 20% against Chinese (Millward Brown). Our 60-second cooking mini-sodes reached 2 million Chinese consumers, making it 20% more cost-effective than the average 30-second spot buy.

Challenge
By November, Prudential was one-third short of its RM1 billion sales target for 2010. How can Prudential soften the market to make consumers more receptive to listen to Prudential agents who approach them, while simultaneously help their agents close more sales with greater ease and speed to achieve their target?

Solution
We asked Prudential agents what they needed to help them close sales. The answer was simple: “Give us something that we can use to start conversations with our potential customer!” With this insight, we conceived the solution of newspaper articles that highlighted the importance of insurance and financial planning, giving Prudential agents a very credible “sales tool” to use as conversation starters, while simultaneously generating publicity buzz that softens the consumer market.

Execution
Working with newspaper marketing teams, we briefed editorial teams on Prudential’s intent to educate the public on the importance of insurance and financial planning, and successfully earned editors’ support to publish a collection of “wake-up-the-nation” articles on insurance. Articles ranging from healthcare to education and retirement were published in relevant editorial sections. Supportive editors even sought information and spokespersons from Prudential, resulting in incidental mentions of Prudential within the articles.

Results
Editorial teams across 6 newspapers supported Prudential’s cause, publishing 35 articles worth RM1.1million, which matched a concurrent ad investment. Prudential agent said, “Most of my agents cut out this article for our selling tool, even forwarding the article to our clients”. Best of all, Prudential exceeded their RM1billion sales target.

Challenge
In 2010, MILO increased its price due to the surge in raw material costs such as cocoa and milk. Price sensitive Malay mothers switched to cheaper alternatives without realizing the nutritional value that they were sacrificing. How do we convince them that it’s worth paying more for MILO’s nutritional value?

Solution
Our focus group research shows that Malay mothers tend to prefer consuming lifestyle and celebrity news rather than hard facts and figures, with magazines being the key source. As a natural corollary, they also hold many of these celebrities in high esteem. Marrying these two insights, we entertained Malay mothers with a story about MILO’s ‘Protomalt’, the nutritional ingredient that gives kids more energy, delivering it in the celebrity lifestyle format that they love.

Execution
We structured a series of “celebrity articles”, harnessing celebrities to reinforce MILO’s nutritional message. We matched the celebrity type with the magazine content. e.g., celebrity mom was featured in ‘Keluarga’. The “articles” were positioned on 3 consecutive right-hand pages and to further grab attention, a die-cut protrusion was used to drive “traffic” to the articles. In fact, because of the die-cut, newsstand owners stacked the magazines on top of their shelves, further increasing visibility.

Results
Past 7 days consumption increased by 4%. Market share increased immediately after the campaign, contributing to an 11 million cup increase! 5% more Moms believe MILO’s Protomalt gives kids more energy to get through the day (Beverage ATP).