Archives




2011 | |

The New ‘Airline Crew’ by Axiata

Advertiser: Axiata Group Berhad
Brand: Axiata Roam
Creative Agency: -
Credits: Juliana Chua (Planning Director), Low Bee Lin/Darren Pedley (Activation Manager)

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Challenge
To capture in and outbound travellers’ attention on Axiata’s low roaming rates offered by their network of mobile operators. High roaming cost is always a travellers’ concern. The promotion was for 3 months. Task was to enable message cut-through in an impactful manner against the competitive and cluttered airport scene.

Solution
Created an innovative and first-of-its-kind promotional sales activation within the airport grounds to influence and push travellers to switch to any of Axiata’s network when they arrive at the respective countries. The arrival and departure terminal is a point-of-sales touch point for a telecommunication segment in an airport environment. The goal is to have promotional ambassadors capture-divert-engage with the travellers to broadcast the Axiata promotion through an unconventional manner in a disruptive airport environment.

Execution
To complement the airport environment, we invented the Axiata Roaming Crew where the promotional ambassadors are disguised as a group of airline crew representing Axiata’s operating companies from 5 different countries in Asia. The Axiata Roaming Crew captivated the attention of all airport travellers in KLIA and LCCT, as they were dressed in an unusual manner for an airline crew. The message board that they were carrying highlighted the roam rates for Axiata’s respective network.

Results
The Axiata Group recorded a 30% increase in roaming traffic during the 20-day ground activation per airport. The travellers took the time to read our message board and have their pictures taken with our ‘airline crew’. Instant e-flyers were developed from the pictures the travellers took and shared it online.

2011 | |

Share The Moment & Detik Bersama Handycam

Advertiser: Sony (Malaysia) Sdn Bhd
Brand: Sony Handycam
Creative Agency: -
Credits: Law Chan Keong (Managing Director), Lim Kay Chye (Manager), Jennie Koh (Planner), Winnie Teh (Senior Buyer)

Challenge
The proliferation of digital recording devices had caused a dip in the sales of Sony Handycam. We needed to regain the preference of the consumers, especially the younger generation. How could we get the young consumers excited about an old and bulky product like Handycam?

Solution
The young consumers like to go the distance to capture and share their wonderful moments in lives with their friends and family. Leveraging on this insights, we developed a proposition – ‘You only need a Sony Handycam to share the moment”. We turned the idea into a travelogue-cum-reality TV show, creating a platform which allowed us to showcase the benefits and versatility of Handycam based on a premise which could engage with the young consumers.

Execution
We developed and run the 13-episode program in Astro WLT and Ria – ONE concept in TWO languages. For each program, 6 contestants were picked after a recruitment drive. They were tasked to create a 2-min video using Handycam in 5 destinations in Malaysia. The 2 finalists had a final showdown in Turkey, where home viewers were invited to vote for the grand winner. The final result was broadcasted live on-air and on-ground.

Results
Sony Handycam had addressed the decline in sales, with an increase of +13% during the campaign period. The partnership with Astro generated tremendous media value estimated at 5.2x ROI.

2011 | |

Receipt Stories

Advertiser: BookXcess Sdn Bhd
Brand: BookXcess
Creative Agency: McCann Erickson (M) Sdn Bhd
Credits: Szu-Hung Lee/ Ean-Hwa Huang (Executive Creative Director), Douglas Goh (Art Director), Bee-Nee Ng (Copywriter), Wai-Hung Yap (Studio Manager), Chee-Hung Goon (Group Director, Digital Strategy & Content, MRM Worldwide), Jeand Pua (Producer, FrameMotion Sdn Bhd), Heng-Weng Bay (Photographer, Untold Images)

Challenge
BookXcess understands that physical books are losing their allure as Malaysians take to the idea of easy access and portability of viewing digital and video content. As Malaysia’s leading bookstore for excess-print books, BookXcess aims to encourage the reading habit, making its store more relevant to Malaysians.

Solution
We learnt that one’s love for reading is likely to translate into the desire to write, supported by the emerging habits of younger Malaysians who enjoy sharing their views with friends in the digital world. We strove to unleash the ‘writer’ in everyone and encouraged them to submit ‘100 word’ stories online which, if selected, would be printed on all BookXcess receipts issued to customers. The concept of Receipt Stories was thus born.

Execution
Receipt Stories succeeded in three simple steps: Read: Point of sale, posters, magazine ads, receipts and window dressing encouraged people to contribute stories. We also spread word through the BookXcess website, Facebook page and Twitter following. Write: Aspiring writers submitted stories on receiptstories.my with stories chosen weekly for printing on BookXcess receipts. Authors became instant published writers! Share: The website also encouraged fans to share favourite stories with friends, prompting them to write their own.

Results
2010 August marked the Campaign launch.
• 500 authors contributed and 8,000 stories
were printed within FIRST month.
• 100,000 receipt stories printed to date,
100 new online users weekly.
• 100 stories submitted weekly: Footfalls increased outside promotional periods. BookXcess provides a new platform for expression, exciting and proliferating young Malaysian patrons!

2011 | |

DiGi Bola! Bola! Bola! Living in a Billboard

Advertiser: DiGi Telecommunications
Brand: DiGi
Creative Agency: Grey Malaysia
Credits: Chrissy Ang (Media Manager), Audrey Chong (General Manager), Chan May Ling/David Leong (DiGi Telecommunications)

Challenge
During World Cup 2010 season, brands’ share of voice drowned out, media space becomes cluttered, high volume of advertisers’ promotions. Maxis and Celcom, both had huge investments in mainstream media channels, which stood to hurt and drown out DiGi’s
share of voice during period.

Solution
This matchless idea broke away from the traditional use of media channels, thus created new real estate ‘radio-in-a-billboard’. Coupled with mobile and WOM to promote the first of its kind “live-in” billboard that housed Hitz.fm’s Morning Crew DJs. For 50 hours straight the DJs had to live, breathe, eat, talk, and sleep in the billboard. Not allowed to leave their temporary home, the DJs could only focus on the competition, WC2010 broadcast, and DiGi’s promotions.

Execution
Capitalized on both DJs’ huge following plus strategically located outside Pavilion KL, the ‘live-in’ billboard attracted huge attention. DiGi imposed a challenge for JJ (footie fanatic) to educate Ean (basketball jock) on all things football during the 50-hour bootcamp. Ean was required to answer at least 50% of questions correctly submitted by radio listeners from calls or SMSes. Failing to do so, Ean would have to stay another 24 hours in the billboard.

Results
• In two weeks, campaign attracted 1,000,000+ listeners per week on Hitz.fm.
• 5000+ people attended the launch event in the span of 3 days.
• 1000+ sms wer e received providing football trivia questions to DJ Ean.
• Captured by 4500+ bloggers with 3.6 million+ followers, valued over MYR9 million.

2012 | |

Mango Storm The Streets To Stores

Advertiser: Mango
Brand: MANGO
Creative Agency: -
Credits: -

Challenge
The retail environment for a fashion brand, generally has many limitation to showcase the entire collection – even more so if Mango needed to feature many different styles. Moreover, international brands has fixed merchandising format to abide to. Mango needed to flash her personality and break through the cluttered mall environment.

Solution
A fashion contest created that links all relevant fashion media touch points allowing consumer interaction while shifting the control to consumers to promote the brand and ultimately influencing their friends. Each channel plays a strategic role to excite the consumers, drive traffic into the stores, push sales and reunite with Mango. To lure them, ‘Mango Girls’ walked and posed all over to create the intended fashion chaos from street, mall area and into Mango stores.

Execution
The retail environment for a fashion brand, generally has many limitation to showcase the entire collection – even more so if Mango needed to feature many different styles. Moreover, international brands has fixed merchandising format to abide to. Mango needed to flash her personality and break through the cluttered mall environment.

Results
A fashion contest created that links all relevant fashion media touch points allowing consumer interaction while shifting the control to consumers to promote the brand and ultimately influencing their friends. Each channel plays a strategic role to excite the consumers, drive traffic into the stores, push sales and reunite with Mango. To lure them, ‘Mango Girls’ walked and posed all over to create the intended fashion chaos from street, mall area and into Mango stores.