Archives




2010 | |

Own World-of-Mobile with Sweet Nothings

Advertiser: Johnson & Johnson Sdn Bhd
Brand: Clean & Clear
Creative Agency: -
Credits: Prashant Kumar (Chief Executive Officer), Chew Kagee (General Manager), Chai Yen Yen (Associate Director), 
Yvonne Lau Li Chien (Senior Planner), Farriz Yousof (Senior Buyer), Asley Koay (Senior Brand Manager, Johnson & Johnson Sdn Bhd), Karen Tan (Senior Account Manager, Naga DDB)

Challenge
Oily skin is a key concern amongst teens.
With limited budget and difficult to impress female teens target, Clean&Clear had to bring alive their ‘Round the clock Oil-Free’ proposition in a way that stood out and which teens could connect with.

Solution
76% of our target audience own mobile phones which they adore and love to accessorize. It was the perfect medium for us to communicate “Round the clock Oil-Free skin”. The oily smudges from their faces left on mobile screens, served as a reminder throughout the day that they have oily skin till they did something about it. Hence, we created fashionable mobile screen-wipers to let teens experience the efficacy of using Clean&Clear Oil Control Cleanser.

Execution
We inserted these mobile screen-wipers into leading teen, beauty magazines. They were designed to look like a sponge (representing the formula that works like thousands of tiny sponges absorbing oil and dirt), and attached them onto the protruded part of a hard-card insert. This ensured we stood-out from the sea of ads. Printed on the card were product information, a fun personality test and a cut-out timetable for the girls to fill their schedules with.

Result
The screen-wipers were seeded to 95,000 teens, creating talkability amongst their friends as they hung from their mobile.

In a very competitive teen skincare category, Clean&Clear grew 8%* Year-On-Year market shares, increasing its No. 1 position lead.

2010 | |

Play More, Learn More

Advertiser: Nestle Products Sdn Bhd
Brand: MILO
Creative Agency: -
Credits: Germaine Ooi (Senior Executive, The Exchange), Foong Zaai Yee (Executive, The Exchange), Cindy Chia (Director, Client Leadership), Allison Chin (Director, The Exchange), Emily Chin (Senior Executive, The Exchange), Yvonne Tan (Senior Executive, The Exchange), Betty Liang (Executive, The Exchange), Nestle Products Sdn Bhd

Challenge
Parents today are extremely competitive. They pressure their kids to excel academically at the expense of being an all-rounder. Given MILO’s heritage in sports, we set out to convince parents that sports teaches kids good values, improves their wellbeing, and is good for their all-round development.

Solution
Realising that parents believe academic success equals good career, we set out to educate parents on how ‘Play Time’ teaches kids all-round skills, essential for life success. We launched a nationwide wake-up call based on the communications theme, “Play More, Learn More”, demonstrating the scope for learning outside the pages of a book. Strategically rolled out the campaign in 3 phases: Awareness, Education and Advocacy where we turned ‘academically-focused’ parents to provide kids a balanced lifestyle.

Execution
We launched an integrated campaign highlighting the life skills and values learned through sports. We elevated Awareness through TVC, Newspaper, Billboards and LRT stations. Advertorials in Newspapers, Magazines and PR Educated parents further. We even used unconventional touch points by recruiting Malaysian sporting heroes and their parents to share their positive experiences via Forums and Radio. For the final Advocacy phase, we used digital platform so advocates can pledge online ‘Play Time’ for their kids.

Results
Parents, media and government bodies preached the importance of sports, giving us more than RM1,600,000 worth of PR mileage! 68% more parents encouraged their kids to play sports (Source: Millward Brown). The Education Minister later announced that a compulsory sports syllabus will be introduced in schools.

2010 | |

How do You Sell Colours on Radio?

Advertiser: Nippon Paint (Malaysia) Sdn Bhd
Brand: Nippon Paint
Creative Agency: -
Credits: Wong Tse San (Client Services Director), Fong Pei Shih (Media Director) Janise Shiaw (Senior Media Planner), Ooi Hoay Lee (Media Buyer), Gladys Goh (General Manager, Marketing, Nippon Paint), Wong Meng Lee (Brand Manager, Nippon Paint)

radio-colors

Challenge
Even though NP has very high SOV on TV and outdoor, smaller competitors were crowding into the scene – diluting our presence. Crucially needing to find a new space to “colour”, Radio was chosen as no other paint advertisers were there. But how do you sell colours on radio?

Solution
Instead of selling colours, we sold dreams. Who wouldn’t want a total make over for their homes? A contest was created for listeners to win their dream make-over. But what the listeners did not know was that their rooms will be made-over by the DJs themselves, giving it a celebrity twist! The masterpieces were then posted online and served as a permanent colourful palette to be shown off to the winners’ friends and family.

Execution
Heavy on-air promotion to drive the awareness and participation for the home make-over contest. All DJs underwent a workshop to learn painting techniques and colour combinations. And because different DJ was assigned to different make-over, this made them more enthusiastic to talk about it on-air and blog about it after each project. They ‘contested’ with each other on whose make-over was more attractive and this gave us huge a following both on-air and online.

Results
For the first time, a paint advertiser owned the airwaves with one-of-a-kind contest, turning DJs into painters. Colours were “sold” as listeners became curious with what the DJs have done to the winner’s rooms. Campaign reached 2 million listeners. Total brand awareness reached all-time high of 91% in Q409.

2010 | |

Are You Chipster’s Next Superstar?

Advertiser: Kraft Malaysia Sdn Bhd
Brand: Chipster
Creative Agency: -
Credits: Lee See Pin (Executive), Zufar Zahran (Senior Manager), Althea Wang (Manager), Chan Wan Lih (Senior Manager), Chong Lee Fen (Planner, GroupM Interaction), Lee See Yin (Creative Services, GroupM Interaction), Desmond Kiu (Manager, GroupM Interaction)

digital-chipster-main

Challenge
Chipster needed to bite into the youth segment and increase market share with the launch of two new flavors for their potato chips. We needed to engage them in a new way that provides value to their favorite online activities and attention-seeking behavior.

Solution
We produced Malaysia’s FIRST branded webisodes! An online-movie series about the rescue of Chipster’s new flavours from the evil villain. Users could personalize the movies and the best personalized movies went onto national television.

Execution
We promoted out movies on Facebook and top websites. We worked with celebrity bloggers to drive a Chipster online-movie craze. We allowed users to share their personalised movies on Facebook, Twitter & other social platforms, driving viral.

Result
It generated huge online buzz! Video views reached 1 million. Hundreds of bloggers and even tech magazines talked about it. It grew Chipster’s market share by 3% points. It also won Kraft’s Best APAC Digital Campaign.

2010 | |

Bringing China to the Living Room

Advertiser: AirAsia Bhd
Brand: AirAsia
Creative Agency: -
Credits: Darren Yuen (Group Account Director), Maggie Chong Cheah (Media Director), Wong May May (Senior Media Planner), Dorren Teh (Media Planner), Elaine Tan (Media Buyer)

TV - Bringing China to the Living Room

Challenge
AirAsia has the largest connectivity of cities in China. They wanted to boost load of the Malaysian Chinese audience. In a cost efficient manner, they needed educate them about their motherland and invoke a sense of adventure for them to either vacation there or plan a heritage journey back “home”.

Solution
We know that every Chinese person in Malaysia has some burning desire to know where their heritage comes from, but few know what to expect from the various cities & provinces in China. We identified the most cost efficient media through the use of TV, and aired a customized documentary through this media channel. TV was also the media channel that provided great audio & visual combinations that allowed great immersion to the target audience.

Execution
Identifying the best channel and time slot by understanding the target audience viewing habits, we collaborated with 8TV to air an 8-episode documentary series that covered all destinations in China covered by AirAsia. This program was aired in the Chinese language to drive greater affinity with the Chinese target audience, garnering an average of 9 rating points throughout the series.

Results
More Malaysians flew to China after this execution, with an average increase of 12% in load factor, and 16% in revenue for all China destinations over the same period. From an internal survey, overall awareness of other destination such as Chengdu (+32%) and Shenzhen (+26%) saw a remarkable increase.