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Challenge
Proton wanted to launch Malaysia’s 1st homegrown MPV – Exora was designed to make the best of good looks and function. The challenge was to communicate this duality in a way that’s simple yet amazing as a lot of unfinished and inaccurate Exora pictures were circulated online causing pre-launch negative perception.

Solution
Car purchase in young families is a joint decision. While the wife would have strong leanings on look and feel of the car, the men will look at the function & features. We decided to innovate a new newspaper format that would convey Exora’s strengths on both fronts simultaneously and hence appeal to both man and wife, without clutter. We chose Sun due to its on-the-go street readership, perfect to trigger conversations.

Execution
An innovative wraparound jacket featuring the Exora against the white background, and the interior of the car on the reverse page with the text in the mirror image was created. So you see a great looking new Exora on the wrap, but when you hold ‘The Sun’ wrap to the sun, the interior of the car can be seen via the magical printing innovation.

Results
The ad created a lot of buzz. Sun received over 2,000 calls on launch date enquiring about the Exora. An overwhelming 4,200 bookings were recorded within 4 days of the launch shooting up to 6,000 by the 9th day. Exora helped Proton post its best results in 5 years.

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.

Challenge
Astro wanted to get more Chinese Malaysians to watch its Chinese Channel 311. So in 2010, Astro decided to broadcast selected World cup matches with commentary in Chinese. The trouble was, World Cup promotions were rife and standing out was difficult.

Solution
We knew that our Chinese viewers looked for their daily world cup updates on the sports section of their favourite Chinese newspapers. Instead of the usual announcement ad, we came up with a creative media solution. We used clever word plays that fit in the news context to draw readers to what we had to say. These ‘word blurbs’ came across as genuine comments from the football stars.

Execution
To pull it off, we bought unique island buys that exploited pictures from the matches in order to make the comments seem real. As part of the layout, readers then were exposed to the message that Astro wanted to get out.

Results
Viewership of Astro’s 331 Channel rose by 368% during the advertised period.