Malaysian Media Awards Winners Showcase

The Challenge
The retail sector is a price war zone during Chinese New Year (CNY). Though popular, Tesco was becoming just another hypermarket as Chinese consumers tend to lack loyalty and shift stores whenever a buck could be saved. The challenge was to ensure Tesco was seen and heard by a segment heavily bombarded by advertising.

Insight, Strategy and the Idea
Luck and prosperity are the biggest elements that attract Chinese shoppers. We realized the ‘gambling’ piece attached to luck excites them and this heightens during CNY. Fueling their superstitious interest, we created an integrated CNY campaign that gives them a twist of luck and focus our theme on ‘Ong’ (means prosperity) and Mali (a colloquial way of saying ‘Mari’ meaning come) Idea? Largest first-ever nationwide hunt for ‘Ong’ across 21 days in 42 Tesco hypermarkets! This near impossible mission coincided with the CNY hit movie ‘Ah Beng Mission Impossible’. Tapping on the same concept, we leveraged on popular Ah Beng character to anchor Tesco’s entire hunt for prosperity.

Media Execution
Campaign was maximized in 3 phases across media platforms.
ANTICIPATION
Content about Tesco’s ‘#OngMali’ campaign was seeded across digital platforms and social networks generating buzz and speculations. Ah Beng was the face in these content pieces and further triggered conversations that spread like wildfire. EXCITEMENT
ASTRO Radio launched ‘OngMali’ hunt with a bang, getting listeners excited with clues to the nationwide hunt and propagating it to fans on social sphere.
Content was simultaneously seeded across radio stations’ websites and social networks to gear-up listeners for the hunt.
42 hypermarkets’ floor space was turned into a massive treasure hunt, with Tesco staff mobilized as decoy fugitives too create more excitement.
The ‘Ah Beng Mission Impossible’ casts made a mega appearance in stores, and starred in videos that ran across digital and TV. The familiar voice of Ah Beng was heard across airwaves announcing their appearances in stores to meet fans!
The big surprise – ‘Ah Beng Mission Impossible’ casts showed up at lucky Tesco Online shoppers’ doorsteps which caused frenzy and envy to the community!
AMPLIFICATION
Weekly winners’ interviews filled the radio waves generating bigger anticipation and excitement for subsequent weeks.
Ecstatic winners of the Ong Mali Hunt and Tesco Online further advocated about the campaign to their online communities resulting in increasing number of participants!
Exclusive content were captured on radio and digital to drive momentum, and further led up to Tesco announcing on national radio a surprise additional RM 50,000 ‘Ong’ prize top-up, in line with the ambiguity of ‘luck’ to the delight Chinese consumers

Results and Effectiveness
#OngMali was the talk of the town and business. Sales: 12.4% Sales increase over CNY 2014 – highest in 11 years of Tesco’s operations during CNY weeks. Footfalls: Over 10 Million consumers were served, breaking all footfall traffic in-store, a 116% increase from CNY 2013.
Social Flaunting: 20million impression on social media (4x higher than typical Tesco paid campaign) Surprise Star-cast
visit content: Delivered 100,000 views. (5x ahead of average views of organic video)