Archives




2011 | |

Breaking the Last Taboo on Radio

Advertiser: Mamee Double Decker (M) Bhd
Brand: Mister Potato Rice Crisps
Creative Agency: Spin Communications
Credits: How Yuan Yi (Media Director), Vincent Loong (Media Planner), Jennifer Chua (Media Buyer), Sim Beng Geok (Client Services Director), Pierre Pang (Deputy General Manager, Mamee Double Decker), Cheok Ching Won (Marketing Manager, Mamee Double Decker), Cheryl Yong (Brand Manager, Mamee Double Decker)

Challenge
How can we launch MisterPotato’s new variant RiceCrisp (made from Rice not Potatoes), in a
highly cluttered category? Fussy consumers will
have to be inspired and energized to induce trial
for RiceCrisps. The challenge was to create a campaign which was highly intrusive, and never thought possible by radio fans.

Solution
Radio provides Reach and Affinity but is traditionally a passive medium. Through close collaboration with Radio stations we used Radio in an interactive manner, creating a media first. How?—We broke a cardinal sin on Radio; DJs broke a taboo by EATING on-air! They were heard snacking constantly. We owned the airwaves with the highly intrusive Munching Crunching sound on Radio. Now, DJs were no longer eloquent, crunching on RiceCrisps, too good to resist.

Execution
So irresistible, all the DJs snacked on RiceCrisps – the whole day! To put a stop to this, the head of the Radio Disciplinary Department pleaded to the listeners – “Help me catch the DJs snacking”. When they hear the crunching sound, listeners can call-in and say “CAUGHT YA SNACKIN” to receive their bounty. Heard across top three stations simultaneously; Era, MY and Hitz, Catch the DJs Snacking became talk of the country!

Results
Through this truly intrusive radio campaign, RiceCrisps owned the listener’s headspace and the new product flew off the shelves. Sales exceeded projection by 43%, selling over 130,000 cartons in just 3 months. Market share increased by 25%, further solidifying its market leader position.

2011 | |

When Malaysian Men Saved Angelina

Advertiser: Buena Vista Columbia TriStar Films
Brand: SALT
Creative Agency: Monster Interactive Sdn Bhd
Credits: Neeraj Gulati (Director Social Media), Samantha Tay (Associate Director), Olivia Lee (Media Planner), Albert Ng (Digital Planner), Faridah Ismail (Senior Buyer), Ramakrishnan C.N (Executive Director), Carmen Phua (Marketing Manager, Buena Vista Columbia TriStar Films), Valerie Cheah (Account Executive, Monster Interactive Sdn Bhd)

Challenge
Malaysian moviegoers prefer Macho Action and high- quality CGI from Hollywood. SALT was a mystery thriller riding only on Angelina Jolie with none of the above drivers. Among the plethora of summer releases, including hugely anticipated “Inception” and “Twilight-Saga”, our challenge was to fuel curiosity about SALT.

Solution
In the movie, SALT Angelina Jolie is in mortal
danger and needs to survive a conspiracy against her. Now which red-blooded male wouldn’t want to be a knight in shining armour to a sexy damsel like Jolie. So, we decided to build on this primal fantasy of all men. Mystery thrillers thrive on suspense and surprise and our media innovation did just that to make men curious.

Execution
We decided to use her voice from the Trailer where SALT called out desperately for help from somebody. SALT banners across websites and messenger, ask for your mobile no. and once you put it in, the trailer begins. Just when the trailer shows Angelina Jolie dialing for help, your phone rings and there is poor Angelina Jolie begging desperately for help from you in a perfect sync with the video in front. Coming soon. SALT.

Results
The campaign was viewed 2.5 million times, reaching 77% of the Male TA. Thousands got Angelina’s desperate call for help. Close to 800,000 ran to cinemas
to rescue her with friends, driving opening collection
36% higher than her previous released, WANTED and
crossed the opening collection of even INCEPTION.

2011 | |

Pioneering Search Segmentation

Advertiser: Unilever Malaysia
Brand: CIMB 2G2BT SEM
Creative Agency: Branded3
Credits: Tan Soon Liang (Digital Director), Ruby Subramaniam (Junior Digital Planner Yeo Li Ying (Trainee Digital Planner), Wong Tse San (Client Services Director), Joanne Yau (Media Director), Yvonne Lee (Senior Media Planner), Suraiya Abdul Samad (Asst. General Manager, CIMB Bank)

Challenge
All banks involved in Search Engine Marketing are bidding for the same pool of finance- related keywords. Competition is fierce and average bids keep increasing between 20%–30%. How can we avoid paying highly overpriced Cost- Per-Clicks (CPC), and yet effectively reach out to customers who are searching for us?

Solution
We crafted a revolutionary digital search segmentation funnel. A “never before” strategy allowed us to identify a user’s current state in the digital purchase cycle based on the keywords they use. We analyzed and allocated 14,605 keywords into the five cycles; awareness, affinity, consideration, preference and action. Thus, the campaign structure was designed by user behavior terms and not by the typical categories listing strategy used for every traditional search campaign.

Execution
Customized messaging for every path within the funnel and real-time optimization to drive high levels of click-throughs: 1. Awareness: Broad terms e.g. savings, loans, deposits. 2. Affinity: Lifestyle keywords e.g. smartphone, condo, car. 3. Consideration: Competitive keywords e.g. compare term deposits, best savings interest rates, Citibank. 4. Preference: Highlighting key strengths e.g. CIMB exchange rate, CIMB unit trust, CIMB Investsave. 5. Action: Immediacy to convert e.g. CIMB Bank branch, CIMB customer service, CIMB Bank contact.

Results
Average CPC reduced by 67%. This resulted in 87,518 more clicks for the campaign, exceeding targets by 89%! The industry average Click-Through-Rate is 2% – 3%. This campaign achieved 13.8%. Top text ad position was consistently maintained. Our digital search segmentation funnel worked brilliantly.

2011 | |

Love (almost) Don’t Cost Anything

Advertiser: Wipro Unza (M) Sdn Bhd
Brand: Sumber Ayu
Creative Agency: Ignite Sdn Bhd
Credits: Yee Wing Tak (Sr. Account Manager), Jessie Lian (Media Manager), Jenny Loh (General Manager, Ignite Sdn Bhd)

challenge
SumberAyu needed to stand out and be more intimate on an emotive platform, away from the common clinical platform. A focused education campaign in a form of never-used-before media was needed to change the current inappropriate use of soap and water. TV campaigns raised awareness but not the emotional need.

solution
The average Malay woman marries younger, hence, the increase desire to fantasize about how to ignite and keep the romance flame going. They consume plenty of romance stories and one such untapped media was Malay romance novels, selling an estimated 550k copies per year. We explored ways to turn these novels into a media to carry our brand message of ‘Romancing your man’ and strengthen brand association of romance satisfaction.

execution
We launched our 1st in Malaysia, co-titled Malay romance novels with SumberAyu and our brand tagline ‘Merapatkan Keintiman’ with a leading novel publishing house and 3 of their most prolific writers. A branded educational page at the end of the novel strengthened association. A bookmark was placed in between the pages signifying ‘tightening’ functional benefit of the product, enhancing long term association. We printed 15,000 copies and each novel was sold off within a month.

results
Compared to the previous year, the addition of Romance novels managed to garner sales improvement of 20%, ahead of the category growth at 4.6%. The novels also gained mentions in female magazines and bloggers’ review. Earned media valued at RM100,000, ROI at 8.4x. Future re-prints virtually guarantees brand longevity.

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
DiGi aimed to become the talk of the town; we needed something unconventional, eye-catching, and superlative. Thus turned a traditional billboard into a “live-in” billboard (first of its kind) that housed a radio station! For 50 hours straight thereafter, Hitz.fm 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 were received providing
football trivia questions to DJ Ean
• Captured by 4500+ bloggers with 3.6 million+ followers, valued over MYR9 million