WEEKENDER - How Invictus, Astro Media Solutions, AIA and more conquered The APPIES this year...
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www.marketingmagazine.com.my
ISSUE # 297 JULY 2021
WEEKENDER
How Invictus,
Astro Media
Solutions,
AIA and more
conquered CASE STUDIES
The APPIES EDITION
this year...
Brand Finance
WEEKENDER
Marketing Restric
popculture
04 09
Marketing restrictions are any regulations placed upon of househo
legal products relating to expression of brand identity and Diageo and
EDITOR'S NOTE promotion to customers. Marketing restrictions can range from the global p
introduction of rules around advertising, imposition of targeted restrictions.
taxation, requirement of health warnings, to interference in
COVER
visual STORY
branding, all the way to plain packaging. + The
Brand Finance Marketing Re- globally is
strictions 2021
29 Marketing
Aside from tobacco – where stringent restrictions have
been rolled out in many markets globally – food and drink + Alco
Campaigns rise
brands operating in segments that are deemed unhealthy Pernod Ric
Reasons
are at high risk of being impacted by marketing restrictions: of their rev
to the top in
alcohol, HFFS foods (sugary drinks, confectionery,
savoury snacks), and fast-food restaurants. The gambling + Con
to be APPIE Malaysia!
sector is subject to various marketing restrictions too, globally 89
and increasingly, there has been debate about extending
marketing restrictions to other brand categories, including + Big
by giving autos and airlines, which are considered bad for the
environment.
But marketing restrictions are not costless. They can be
responden
+ The
marketing
harmful not only to brands but also to supply chain businesses should be
While we have many reasons to and consumers. It is essential then, to raise awareness about demonstra
the breadth and scale of the threat and to ensure economic
celebrate marketers and agencies and consumer interests are protected, polices are balanced, + Sev
who have fought the challenges and public debate is protected. including t
children –
of the times to win at the APPIES Our research included both an analysis of the damage that regulating
tough marketing restrictions could do to the enterprise value occasion.
Malaysia awards...
06 50
Share, BRAND
Learn FINANCE
and Be Marketing
APPIE! Restrictions
2021 study
MARKETING WEEKENDER is published by Sledgehammer Communications (M) Sdn Bhd 22B, Jalan Tun Mohd Fuad 1, Taman
Tun Dr. Ismail 60000 Kuala Lumpur, Malaysia. Tel: 603-7726 2588 ham@adoimagazine.com. www.marketingmagazine.com.my
© All Rights Reserved By: Sledgehammer Communications (M) Sdn Bhd (289967-W) No part of this magazine may be reproduced
in any form without prior permission in writing from the publisher. While every effort has been made to ensure the accuracy of
the information in this publication, the publisher assumes no responsibility for errors, omissions and/ or for any consequences
of reliance upon information in this publication. The opinionsbrandirectory.com/marketing-restrictions
expressed in this publication do not necessarily represent the
views of the publisher or editor. Advertisements are the sole responsibility of the advertisers.
“I'M GOING
OVERSEAS TO
REGISTER MY 5-YEAR
“YOU CAN’T BLAME PEOPLE
OLD SON FOR SCHOOL,
FOR NOT ACCEPTING THE
AND PROTOCOL IS
MALAYSIA THEY ARE BEING
FOLLOWED. I’LL BE
OFFERED.“
Frankie D’Cruz writing in BACK IN TWO
freemalaysiatoday.com MONTHS’ TIME.”
Padang Rengas MP
Nazri Abdul Aziz
“YOU MUST LEARN TO
LET GO. RELEASE THE
"TEARS ARE WORDS STRESS. YOU WERE
THAT NEED TO BE NEVER IN CONTROL
WRITTEN.” ANYWAY.”
Paulo Coelho Steve Maraboli
4
ISSUE296JUNE2021 | WEEKENDER
EDITOR'S NOTE
Reasons
to be APPIE
by giving
While we have many reasons about 300 frontliners working
to celebrate marketers and at Ground Zero at the very
agencies who have fought the epicentre of this crisis: Hospital
challenges of the times to win Sungai Buloh (HSB).
at the APPIES Malaysia awards, MARKETING magazine has
we are aware of the reality in the been arranging brands to help
marketplace and our hearts go every now and then and have
out to the front liners every day. succeeded with the likes of
Ever since COVID hit us, Yeo’s, McDonald’s, Nando’s and
many industry players have many more… Brands keen to
worked with us to bring relief help can reach out to us at ham@
and hope to all. From key players adoimagazine.com
in the Outdoor Advertising Those working at HSB are
Association of Malaysia, nothing short of spectacular. I’d
companies like Visual Relate, GO wish to point out one Dr Kuldip
Communications, Atlas Vending Kaur who is the Director of that
and so many more, have all hospital. We are all proud of her
graciously stepped in to help. and her magnificent teams who
toil 24/7 in the face of adversity.
And they continue to do so….. We deal with pain points
in our work every day, but
This morning, A&W Malaysia they deal with breaking points
provided meals and drinks for constantly.
5
ISSUE297JULY2021 | WEEKENDER
EDITOR'S NOTE
A&W Malaysia’s Kong Wai Seng (Group Head of Marketing) in black mask
and Karthigesu (Head of Ops) in blue shirt bring cheer with mascot Rooty.
So it in this moment of acknowledge that much needs to
marketing successes at the be done.
APPIES Awards 2021, I wish us
to keep in mind all the battle- Please.
hardy human beings who put
their lives on the line every day
so we can live our lives in safety.
For this weekend at least,
let’s not blame anyone but
6
ISSUE297JULY2021 | WEEKENDER
SHARING ON JULY 7
Share, Learn
and Be APPIE!
Astro Media Solutions (AMS) Herbal Essences Resolved
was crowned Media Agency of Millennials’ Dilemma Through
the Year along with their partners Bunga’s Secret Garden
at The APPIES Malaysia 2021 Jessica Biscocho, Brand Director,
Marketing Campaigns. Here are Hair Care – Malaysia, Singapore,
the backstories… Vietnam, Procter & Gamble
“Our collaboration started
Nippon Paint Gets People in 2019 with “Little Joys”
‘Listening’ to Their Walls campaign, the beginning of
Datin Wong Meng Lee, AGM of our journey in making Herbal
Marketing, Nippon Paint Malaysia Essences more relevant to our
“We chose Astro because of millennial consumers. Then to
their high ratings during the #NaturallyLegit campaign in
stay-at-home period on both 2020-2021.
linear TV and digital. Their Leveraging Astro’s resources
TV production and in-house like Thinker Studios, Gempak
resources are what I leveraged to create powerful content and
on to keep my marketing spend coupled with effective media
low yet quality deliverables. This distribution — we continued on
gave me more money to amplify an accelerated momentum and is
and reach out for better impact.” today one of the fastest growing
7 ISSUE297JULY2021 | WEEKENDER SHARING ON JULY 7 hair care brands in Malaysia” Unmasking Goddesses with WonderDewi Queenie Goh, Chief Marketing Officer, CUCKOO International (MAL) Sdn Bhd “Our exclusive partnership with Astro to co-launch WonderDewi gave us a competitive edge, leveraging on the strong consumer base with solid talent pool and creative content resources across Astro’s transmedia ecosystem. The result was Wonderful! Every 12 seconds we sold 1 mask. Within 8 months, sales has exceeded over 500,000 of sheet masks." ad targeting on SYOK, stay Wong See Wei, Director tuned….” of AMS who was thrilled on QUAKE, the marketing hub the recognition, commented for brands powered by AMS is “We’ll continue to strengthen hosting a virtual forum together our capability in data driven with their winning partners – marketing solutions with Nippon Paint Malaysia, Herbal addressable advertising in the Essences and WonderLab, to pipeline. We’ve also started share how they turned business pilot campaign with Samsung challenges into marketing Malaysia Electronic and strategies that drove revenue CUCKOO International for growth. This sharing session OTT advertising on our newly named Share, Learn and Be APPIE launched mobile-first streaming is next Wednesday, 7 July 2021 platform Sooka. Another new at 11am, you can register here offering we’re pilot testing or visit www.quake.com.my for now is digital audio dynamic more info.
Impassioned individuals make history. Much like the courageous men and women in our mess-hall kitchen who lovingly slave to cook for you.
TIN G
R KE IS E
9 MA GNS R
IN
2 P AI
O P
M
C THE
A T
SIA!
TO
ALAY
M
*While every effort has been made to publish correct details at time of publication,
any corrections brought to the attention of the publisher will be rectified.
PAGE
APPIES WINNERS TABLE11
13-20
21-31
32-42
43-49
CLICK PAGE NUMBER11
ISSUE297JULY2021 | WEEKENDER
CAMPAIGN BRAND MARKETER AGENCY
GOLD WINNERS
Nando’s Re-Celebrate 2020 Nando’s Nando’s Malaysia Fishermen Integrated
Prudential Assurance
PRUMy Critical Care – Critical Illness Doesn’t Discriminate Prudential Malaysia Naga DDB Tribal
Malaysia
F&N Beverages
F&N Organises Mass Mamak Gathering – During Lockdown. RTD Teh Tarik Invictus Blue Group
Marketing
AIA Knows When You Are Sleeping, AIA Knows When You Are Awake AIA AIA Malaysia Invictus Blue Group
How our Pizza Heart won the hearts of Malaysians Pizza Hut Pizza Hut Malaysia Fishermen Integrated
Nando’s Re-Celebrate 2020 Nando’s Nando’s Malaysia Fishermen Integrated
Jobs That Matter JobStreet SEEK Asia ensemble worldwide
Nippon Paint Nippon Paint
Nippon Paint Gets People “Listening” to Their Walls Astro Media Solutions
VirusGuard Malaysia
SILVER WINNERS
#BrosInterupted: Raising (BRO) Awareness (BRO) for Men’s (BRO)
AIA AIA Malaysia Invictus Blue Group
Health through (BRO) Self (BRO) Assessment
Reverse Engineering sales funnel to close RM 1.5Billion+ Property Sales SpotlightCLICK
8 TO WATCH CAMPAIGN
Sime Darby Property Invictus Blue Group
Jobs That Matter JobStreet SEEK Asia ensemble worldwide
Tiger Virtual Street Food Festival Tiger Beer Heineken Malaysia Ministry XR
AIA Knows When You Are Sleeping, AIA Knows When You Are Awake AIA AIA Malaysia Invictus Blue Group
The Urological Cancer
How we used toxic masculinity to save lives and RM2mil in PR value. Universiti Malaya Invictus Blue Group
Trust Fund
Grab CNY 2020: HUATever You Want, Grab Got. Grab Grab Fishermen Integrated
Tenaga Nasional Tenaga Nasional
Deklarasi Anak Malaysia Noir by Entropia
Berhad Berhad
AIA Knows When You Are Sleeping, AIA Knows When You Are Awake AIA AIA Malaysia Invictus Blue Group
F&N Beverages
F&N Organises Mass Mamak Gathering – During Lockdown. RTD Teh Tarik Invictus Blue Group
Marketing
PETRONAS Primax 97 PETRONAS Dagangan PETRONAS Dagangan
PETRONAS Primax 97 with Pro-Race Launch
with Pro-Race Berhad Berhad
BRONZE WINNERS
Boost ePenjana #KasiTambah Boost Boost ADA Asia Malaysia
Ikano Centres, part of Ikano Centres, part of
TikTokable Mall ensemble worldwide
IKEA SEA IKEA SEA
IPC Live Shopping Fiesta IPC Shopping Centre Ikano Corporation IDOTYOU
Ikano Centres, part of Ikano Centres, part of
#KitaDLL ensemble worldwide
IKEA SEA IKEA SEA
Heart Baker: Love triumphs over taboos RHB Bank RHB Group FCB Malaysia
Celcom Axiata
MeReka Merdeka by Celcom Celcom M&C Saatchi
Berhad
Suntory Beverage &
Chinese New Year has to be like THIS Ribena Dentsu One
Food Malaysia
WONDA Defines A New Class WONDA Etika Dentsu Malaysia
Goodday Seleb-Raya: Malaysia’s First- Ever webAR 3D Celebrity
Goodday Etika Beverages Noir by Entropia
Experience
IPC Live Shopping Fiesta IPC Shopping Centre Ikano Corporation IDOTYOU
Resolving Millennials’ Dilemma Through Bunga’s Secret Garden Herbal Essences Procter & Gamble Astro Media Solutions12
ISSUE297JULY2021 | WEEKENDER
CAMPAIGN BRAND MARKETER AGENCY
CERTIFICATE OF EXCELLENCE (MERIT)
Ikano Centres, part
Super Seram Sale Ikano Centres ensemble worldwide
of IKEA SEA
How our Pizza Heart won the hearts of Malaysians Pizza Hut Pizza Hut Malaysia Fishermen Integrated
Envictus
Texas Chicken MullenLowe S’ng &
Texas Glazed Herb & Garlic International
Malaysia Partners
Holdings Limited
MAE-ke It ONG MAE by Maybank2u Maybank The Clan
Tenaga Nasional Tenaga Nasional
Deklarasi Anak Malaysia Noir by Entropia
Berhad Berhad
Bill Payment Reactivation Boost Boost ADA Asia Malaysia
WonderLab by CUCKOO
UnMasking Goddesses with WonderDewi WonderDewi Astro Media Solutions
International
CLICK TO WATCH CAMPAIGN
MARKETER OF THE YEAR
AIA MALAYSIA
ADVERTISING AGENCY OF THE YEAR
INVICTUS BLUE GROUP
MEDIA AGENCY OF THE YEAR
ASTRO MEDIA SOLUTIONS
RISING STAR PRESENTER OF THE YEAR
CHONG WEI LING
NANDO'S RE-CELEBRATE 2020
TRAILBLAZING PRESENTER OF THE YEAR
WONG MENG LEE
NIPPON PAINT GETS PEOPLE “LISTENING” TO THEIR WALLS13
ISSUE297JULY2021 | WEEKENDER
CLICK TO WATCH CAMPAIGN
Nando’s Re-Celebrate 2020 CAMPAIGN SYNOPSIS
Nando’s Nando’s is one of the smaller players in the
QSR scene vs the bigger giants who have big
Category marketing pockets. Being the smallest player,
Consumer & Business Services Nando’s has to always work extra hard on the
creative and execution.
Fishermen Integrated
Mark Darren, Managing Director Nando’s has to be “Chicky”, Witty, & insightful to
Adam Miranda, Executive Creative Director get people to meet its objectives. Re-Celebrate
Lionel Loke, Social Media Executive 2020 took Malaysian online by storm by creating
Chong Wei Ling, Head of Social Media a second chance for Malaysians to re-celebrate
Eshley Lee, Copywriter all festive and occasions missed in 2020. The
Fish Cheng, Art Director campaign drove talkability and conversations
Kimberly Hii, Producer on social amongst fans, online media and even
brands.
Nando’s Malaysia
Elaine Chiew, Senior Marketing Manager
Vincent Loong, Digital Marketing Manager
Farah Arina Balqis binti Zulkhairi,
Assistant Manager, Digital Marketing
Najwa Amira binti Ahmad Zaidee, PR Manager
PRESENTER
Chong Wei Ling, Head of Social Media,
Fisherman Integrated14
ISSUE297JULY2021 | WEEKENDER
CLICK TO WATCH CAMPAIGN
PRUMy Critical Care CAMPAIGN SYNOPSIS
- Critical Illness Doesn’t Discriminate PRUMy Critical Care, a critical illness protection
Prudential Malaysia plan by Prudential, was making its second
comeback while at the height of the global
Category pandemic. Compounded with a legacy of
Consumer & Business Services presumptions towards critical illness along
with other new health solutions bombarding
Naga DDB Tribal consumers every day, our challenge was to make
Clarence Koh, Chief Operating Officer Millennials care about a problem they didn’t even
Jeremy Yeoh, Creative Director believe in. This is a story of how Prudential found
Joanna Dorai, Strategic Planning Director a way to change people’s minds about critical
Cheryl Loke, Brand Manager illness, and in the process penetrated a whole
Carmen Thong, Brand Executive new generation of customers which they couldn’t
win before.
Prudential Assurance Malaysia Berhad
Angeline Tung, Director, Brand & Communications
Radziah Ismail, Senior Manager, Brand &
Communications
Fiona Liao, Head of Brand
Eric Wong, Chief Customer & Marketing Officer
PRESENTER
Joanna Dorai, Strategic Planning Director,
Naga DDB Tribal15
ISSUE297JULY2021 | WEEKENDER
CLICK TO WATCH CAMPAIGN
F&N Organises Mass Mamak Gathering CAMPAIGN SYNOPSIS
- During Lockdown F&N wanted to break into the RTD Tea Market
RTD Teh Tarik with a full-blown nationwide launch, but just
ONE week before the campaign, the first MCO
Category was announced, with a total shutdown like never
Consumer & Business Services before. All plans were scuttled, but the client
wanted to go ahead with the launch and we had
Invictus Blue Group – Alchemy 79 just a few days to do this from scratch.
Victoria Chu, General Manager
Gillian Yap, Account Director We pivoted quickly from offline to online,
Tan Pei Ru, Creative Group Head anchoring our launch on an event that we felt
Nikiee Mahmud, Creative Group Head would lift the spirits amidst the doom and gloom
- and launch F&N Teh Tarik Ori into their orbit.
F&N Beverages Marketing Sdn Bhd Thus the F&N Virtual Mamak session was born.
Graham Lim, Managing Director The fact that the brand was a late entry to the
Adelene Tay, Brand Marketing Manager market and we were restricted by the pandemic
made the task doubly demanding; that we
PRESENTER created a record-breaking event AND helped
Victoria Chu, General Manager, sell-out all stock within the first week of launch
Invictus Blue Group makes this worthy of recognition.16
ISSUE297JULY2021 | WEEKENDER
CLICK TO WATCH CAMPAIGN
AIA Knows When You Are Sleeping, CAMPAIGN SYNOPSIS
AIA Knows When You Are Awake We created a world’s first of it’s kind Sleep Quality
AIA Tracker by measuring a user’s mobile phone
bid request activity to measure their activity at
Category night and the gap in between digital activities
Digital & Social to identify users with poor quality of sleep. We
then reminded them the importance of getting
InvictusBlue Group #OneMoreHour of sleep, and retarget these users
Alex Hooi, Head of Digital & Media Solutions with sleep related content.
Aakash Kumar, Head of Performance
Ooi Wai Cheuck, Senior Digital Manager
AIA Malaysia
Chan Ming Yen, Head of Brand and Digital Marketing
Dennis Foo, Associate Director, Brand and Digital
Marketing
Choy May Yee, Brand Manager
Ong Luei Hann, Assistant Manager, Brand and
Digital Marketing
PRESENTER
Alex Hooi, Head of Digital & Media Solutions,
InvictusBlue Group17
ISSUE297JULY2021 | WEEKENDER
CLICK TO WATCH CAMPAIGN
How our Pizza Heart won the hearts of Malaysians CAMPAIGN SYNOPSIS
Pizza Hut Pizza Hut is a brand that Malaysians have grown
up with. Over the years, fond childhood memories
Category have become old and irrelevant to today’s social
Digital & Social media generation.
Fishermen Integrated Pizza Hut saw an opportunity to build brand love
Joyce Gan, Group Brand Director during Valentine’s by creating a cheesy love guru
Tan Lih Wern, Brand Manager - ‘Jiwang Jeff’ to talk about the top relationship
Andrew Tan, Executive Creative Director problem which had a double entendre - common
Cheng Chin Mian, Art Director issues that Malaysian Pizza Hut customers
Ng Wheng Jhun, Copywriter frequently complained about on our social media
accounts and ask them to “Give Love a Chance”.
Pizza Hut Malaysia We also worked with the creator of SMK FastFood’s
Emily Chong Wai Yee, Chief Marketing Officer iconic comic character “Pijahat”. We turn the
Quennie Tan, Senior Marketing Manager ‘class prankster’ into a generous good guy by
(Brand Comms & Innovation Lead) demonstrating the power of giving love a chance.
PRESENTER Pizza Hearts were send to competitors and media
Quennie Tan, Senior Marketing Manager houses, along with cheesy pick-up lines to woo
(Brand Comms & Innovation Lead) them, and get them to spread Pizza Hearts in
Pizza Hut Malaysia return.18
ISSUE297JULY2021 | WEEKENDER
CLICK TO WATCH CAMPAIGN
Nando’s Re-Celebrate 2020 CAMPAIGN SYNOPSIS
Nando’s Nando’s is one of the smaller players in the
QSR scene vs the bigger giants who have big
Category marketing pockets. Being the smallest player,
Consumer & Business Services Nando’s has to always work extra hard on the
creative and execution.
Fishermen Integrated
Mark Darren, Managing Director Nando’s has to be “Chicky”, Witty, & insightful to
Adam Miranda, Executive Creative Director get people to meet its objectives. Re-Celebrate
Lionel Loke, Social Media Executive 2020 took Malaysian online by storm by creating
Chong Wei Ling, Head of Social Media a second chance for Malaysians to re-celebrate
Eshley Lee, Copywriter all festive and occasions missed in 2020. The
Fish Cheng, Art Director campaign drove talkability and conversations
Kimberly Hii, Producer on social amongst fans, online media and even
brands.
Nando’s Malaysia
Elaine Chiew, Senior Marketing Manager
Vincent Loong, Digital Marketing Manager
Farah Arina Balqis binti Zulkhairi,
Assistant Manager, Digital Marketing
Najwa Amira binti Ahmad Zaidee, PR Manager
PRESENTER
Chong Wei Ling, Head of Social Media,
Fisherman Integrated19
ISSUE297JULY2021 | WEEKENDER
CLICK TO WATCH CAMPAIGN
Jobs That Matter CAMPAIGN SYNOPSIS
JobStreet JobStreet has been the market leader for over
20 years in Malaysia as the largest online
Category employment platform. However over the past 4
Digital & Social years, this leadership position was on the decline
as people saw us as a functional jobs board stuck
ensemble worldwide in the past. To change that perception, JobStreet
Maverick Teh, Senior Brand Manager embarked on its biggest branding campaign ever,
Bryan Wong, Brand Executive with the objective of refreshing the brand and
Emily Jo, Copywriter being a career partner to job seekers, especially
Cathy Chen, Art Director the millennials. Many jobs were impacted by the
pandemic, fresh graduates were walking into an
SEEK Asia uncertain economy and we saw this opportunity
Yolanda Buyco, Head of Brand and Marketing to reposition JobStreet as a career partner that
Communications inspires, supports, and empowers. We improved
Hernando Betita III, Senior Marketing Manager our product and services, encouraged people
Adrian Kam, Country Marketing Manager (Malaysia) to seek for a job that matters and equipped
them with futureproof work skills. Not only did
PRESENTER we transform JobStreet but more importantly,
Hernando Betita III actual people have found work with passion and
Senior Marketing Manager, SEEK Asia. purpose.20
ISSUE297JULY2021 | WEEKENDER
CLICK TO WATCH CAMPAIGN
Nippon Paint Gets People ‘Listening’ to Their Walls CAMPAIGN SYNOPSIS
Nippon Paint VirusGuard Being in a low involvement category during a
pandemic, Nippon Paint faced the threat of
Category fading away from the consumer’s mind.
Non-Food FMCG
So, we pivoted business strategies to champion
Astro Media Solutions Sdn Bhd Health and Wellness paint innovations,
Anushia Kanagasabai, Manager, Creative Solutions addressing consumer’s health concerns. By
Louise Yip, Manager, Commercial Production revitalising its Nippon Paint VirusGuard variant
Karen Bao Hweiting, Executive, Creative Solutions with Silver Ion Technology that’s 99% effective
Jane Chong, Principal, Entropia Global against Human Coronaviruses (strain 229E), the
brand provided an option to keep walls safe and
Nippon Paint (M) Sdn Bhd virus-free for everyone at home and commercial
Datin Wong Meng Lee, AGM of Marketing areas. To create demand, we needed to educate
Yaw Seng Heng, Group Managing Director consumers to keep the largest surface of their
Tay Sze Tuck, General Manager homes clean, while building an urgency for people
to start paying attention to their walls.
PRESENTER
Datin Wong Meng Lee, AGM of Marketing, We made the walls a focal point of the
Nippon Paint (M) Sdn Bhd conversation by giving it an authoritative
voice for a lasting impact through Safe Space:
‘Listen to Your Walls’ campaign. The campaign
catapulted the brand to the next level of
antimicrobial innovation with sales growth of
+511% and 6x increased distribution to meet
consumer demand.21
ISSUE297JULY2021 | WEEKENDER
CLICK TO WATCH CAMPAIGN
#BrosInterupted: Raising (BRO) Awareness CAMPAIGN SYNOPSIS
(BRO) for Men’s (BRO) Health through As Malaysian men often do not take care of their
(BRO) Self (BRO) Assessment health, we interrupted their daily journey to bring
AIA attention to what matters most to them. Through
strategic targeting of their favourite content and
Category weaving it with our #BroInterrupted messages,
Digital & Social we were able to bring awareness to critical men’s
health issues.
InvictusBlue Group
Alex Hooi, Head of Digital & Media Solutions
Aakash Kumar, Head of Performance
Ooi Wai Cheuck, Senior Digital Manager
Ong Hooi San, Senior Digital Executive
AIA Malaysia
Chan Ming Yen, Head of Brand and Digital Marketing
Ong Luei Hann, Assistant Manager, Brand and
Digital Marketing
Low Chi Han, Manager, Digital Marketing
PRESENTER
Alex Hooi, Head of Digital & Media Solutions,
InvictusBlue Group22
ISSUE297JULY2021 | WEEKENDER
CLICK TO WATCH CAMPAIGN
Reverse Engineering sales funnel CAMPAIGN SYNOPSIS
to close RM 1.5Billion+ Property Sales Sime Darby Property achieving over RM1.5billion
Spotlight 8 in property sale during the COVID Pandemic
by reverse engineering the sales funnel, and
Category launching a sales targeted campaign through
Digital & Social Search, Social and Display. By layering it with
4 key pillars: Audience, Location, Attribution,
InvictusBlue Group Automation, we made possible the impossible.
Tracy Kok, Digital Director
Aakash Kumar, Head of Performance
Izza Ismail, Digital Executive
Travis Lee, Assistant Manager Performance
Sime Darby Property
Gerard Yuen, CMSO
Leong Weng Kit, Sr Manager,
Marketing Operations & Customer
Dede Pong, Senior Manager,
Marketing Innovation & Intelligence & Flagship
Carmen Chow, Executive,
Digital Campaign & Central Comms
PRESENTER
Aakash Kumar, Head of Performance,
InvictusBlue Group23
ISSUE297JULY2021 | WEEKENDER
CLICK TO WATCH CAMPAIGN
Jobs That Matter CAMPAIGN SYNOPSIS
JobStreet JobStreet has been the market leader for over
20 years in Malaysia as the largest online
Category employment platform. However over the past 4
Consumer & Business Services years, this leadership position was on the decline
as people saw us as a functional jobs board stuck
ensemble worldwide in the past. To change that perception, JobStreet
Maverick Teh, Senior Brand Manager embarked on its biggest branding campaign ever,
Bryan Wong, Brand Executive with the objective of refreshing the brand and
Emily Jo, Copywriter being a career partner to job seekers, especially
Cathy Chen, Art Director the millennials. Many jobs were impacted by the
pandemic, fresh graduates were walking into an
SEEK Asia uncertain economy and we saw this opportunity
Yolanda Buyco, Head of Brand and Marketing to reposition JobStreet as a career partner that
Communications inspires, supports, and empowers. We improved
Hernando Betita III, Senior Marketing Manager our product and services, encouraged people
Adrian Kam, Country Marketing Manager (Malaysia) to seek for a job that matters and equipped
them with futureproof work skills. Not only did
PRESENTER we transform JobStreet but more importantly,
Hernando Betita III actual people have found work with passion and
Senior Marketing Manager, SEEK Asia. purpose.24
ISSUE297JULY2021 | WEEKENDER
CLICK TO WATCH CAMPAIGN
Tiger Virtual Street Food Festival CAMPAIGN SYNOPSIS
Tiger Beer Tiger Beer, Malaysia’s No. 1 Beer, has long been
the beer of choice to enjoy with street good. A
Category beer born on the streets of Asia, it pairs perfectly
AdTech/MarTech with the bold flavours found in Malaysian street
food dishes. The association doesn’t end there:
Ministry XR Tiger is famous for regularly hosting large-scale
Fay Ulrica Lee, VP XR Production, street food festivals, complete with games
Ram Chia, Senior Vice President, and activities, live performances, and a great
Asyran Amin, Technical Producer selection of street food to savour alongside ice-
Dr Andrew Yew, Chief Technology Officer cold Tiger Beer.
Heineken Malaysia Bhd In a year like 2020, holding events like this
Pablo Chabot, Marketing Director was impossible so the Tiger Street Food Virtual
Pearly Lim, Marketing Manager, Local Mainstream Festival was launched - the world’s first fully-
Julie Kuan, Senior Brand Manager, Tiger Beer immersive, 360, multiplayer, online street food
Adam Riff, Brand Manager, Tiger Beer festival experience. Explore, socialise, play
games, watch live performances, discover
PRESENTER and get street food and Tiger Beer sent to your
Fay Ulrica Lee Ai Vern, VP XR Production, doorsteps. The brand achieved significant
Ministry XR talkability and recognition taking the street food
festival experience to the next level: from the
streets, and onto your screens.25
ISSUE297JULY2021 | WEEKENDER
CLICK TO WATCH CAMPAIGN
AIA Knows When You Are Sleeping, CAMPAIGN SYNOPSIS
AIA Knows When You Are Awake We created a world’s first of it’s kind Sleep Quality
AIA Tracker by measuring a user’s mobile phone
bid request activity to measure their activity at
Category night and the gap in between digital activities
Adtech/Martech to identify users with poor quality of sleep. We
then reminded them the importance of getting
InvictusBlue Group #OneMoreHour of sleep, and retarget these users
Alex Hooi, Head of Digital & Media Solutions with sleep related content.
Aakash Kumar, Head of Performance
Ooi Wai Cheuck, Senior Digital Manager
AIA Malaysia
Chan Ming Yen, Head of Brand and Digital Marketing
Dennis Foo, Associate Director,
Brand and Digital Marketing
Choy May Yee, Brand Manager
Ong Luei Hann, Assistant Manager, Brand and
Digital Marketing
PRESENTER
Alex Hooi, Head of Digital & Media Solutions,
InvictusBlue Group26
ISSUE297JULY2021 | WEEKENDER
CLICK TO WATCH CAMPAIGN
How we used toxic masculinity to save lives CAMPAIGN SYNOPSIS
and RM2mil in PR value. ALL men are at risk of prostate cancer; but if
The Urological Cancer Trust Fund detected and treated early, over 90% of patients
can survive for at least 10 years or more. To
Category help the Urological Cancer Trust Fund save more
Customer Experience Malaysian men, we created #OnlyMenCan - a
campaign that intentionally champions all things
Invictus Blue Group – Alchemy 79 only MEN can do, and that includes surviving
David Soo, Managing Director prostate cancer.
Carmen Lim, Account Director
Tan Pei Ru, Creative Group Head Its slightly controversial premise and use of
Nikiee Mahmud, Creative Group Head an unconventional influencer (Dato Sri Nazri
Razak, who’s a survivor himself) garnered
Universiti Malaya plenty of attention, which helped spark a
healthy conversation around the topic and
PRESENTER raise awareness about the importance of early
Tan Pei Ru, Creative Group Head, detection.
Invictus Blue Group
Despite its limited paid media budget,
#OnlyMenCan garnered RM2mil in PR value, a
staggering 8.6mil in social reach, over 4.3mil
impressions served, and a tremendous 143%
increase in prostate-related searches; proving
that with the right motivation, we can indeed
get men to pay attention to their prostate health,
and turn prostate care into an empowering
experience!27
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Grab CNY 2020: HUATever You Want, Grab Got. CAMPAIGN SYNOPSIS
Grab This APPIES case is about striking the balance
between global brand positioning and local
Category consumer insight using the occasion of Chinese
Festive & Entertainment New Year (CNY). Using local insights, we
translated Grab’s new global positioning of
Fishermen Integrated “Everyday Everything App” into “HUATever you
Joyce Gan, Group Brand Director want, Grab Got”. The campaign successfully
Sarah Koh, Brand Manager showcased Grab’s spectrum of non-transport
Andrew Tan, Executive Creative Director services and exceeded all expectations in both
Ray Thia, Woon Kei Kei, Art Directors brand and business uplift with +114% in Gross
Debbie Goh, Asyraf bin Arshad, Niklaus, Copywriters Merchandize Value vs prior to the campaign
period.
Grab
Nadiah Nazri, Brands & Communications Manager
Wong Seng Kiat, Head of Creative
Pamela Chia, Head of Brands & Services
Ko Li Ping, Head of GrabFood
PRESENTER
Sarah Koh, Brand Manager,
Fishermen Integrated28
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DEKLARASI ANAK MALAYSIA CAMPAIGN SYNOPSIS
Tenaga Nasional Berhad At the peak of the pandemic, Malaysians were
devastated with rising cases, MCOs, and further
Category restrictions; any form of morale was promptly put
Festive & Entertainment out with the rising crisis. And so Tenaga Nasional
revived the Malaysian Spirit by redeveloping our
Noir by Entropia Declaration of Independence to unite the hearts of
April Toh, Principal every Malaysian once more, instilling a sense of
Abigail Goh Tian-I, Senior Associate Strategy hope towards a brighter future.
Zaheer Kaisar, Creative Director
Avinash Sahu, Principal TNB’s intent was to bring back the message
of hope and care, of looking forward and
Tenaga Nasional Berhad working together inherent in Tunku’s speech, to
Sutapa Bhattacharya, General Manager (Strategic Malaysians at this critical time. It is with the
Communication & Branding) remembrance of our past that we can pave the
Shaiful Amrin, Senior Manager (Advertising & way for the future of our children. By translating
Creative Management) the speech to Bahasa Malaysia, we made Tunku’s
Evelyn Kuang Sze Hwa, Manager (Advertising & message more accessible to all. Even beyond
Promotions) the film, our campaign intricately injected the
Ameen Harun, Senior Manager (Digital essence of patriotism and gratitude into the
Communication & Analytics) hearts and minds of viewers.
PRESENTER
April Toh, Principal,
Noir by Entropia29
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AIA Knows When You Are Sleeping, CAMPAIGN SYNOPSIS
AIA Knows When You Are Awake We created a world’s first of it’s kind Sleep Quality
AIA Tracker by measuring a user’s mobile phone
bid request activity to measure their activity at
Category night and the gap in between digital activities
Marketing Innovation to identify users with poor quality of sleep. We
then reminded them the importance of getting
InvictusBlue Group #OneMoreHour of sleep, and retarget these users
Alex Hooi, Head of Digital & Media Solutions with sleep related content.
Aakash Kumar, Head of Performance
Ooi Wai Cheuck, Senior Digital Manager
AIA Malaysia
Chan Ming Yen, Head of Brand and Digital Marketing
Dennis Foo, Associate Director,
Brand and Digital Marketing
Choy May Yee, Brand Manager
Ong Luei Hann, Assistant Manager,
Brand and Digital Marketing
PRESENTER
Alex Hooi, Head of Digital & Media Solutions,
InvictusBlue Group30
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F&N Organises Mass Mamak Gathering CAMPAIGN SYNOPSIS
- During Lockdown F&N wanted to break into the RTD Tea Market
RTD Teh Tarik with a full-blown nationwide launch, but just
ONE week before the campaign, the first MCO
Category was announced, with a total shutdown like never
Marketing Innovation before. All plans were scuttled, but the client
wanted to go ahead with the launch and we had
Invictus Blue Group – Alchemy 79 just a few days to do this from scratch.
Victoria Chu, General Manager
Gillian Yap, Account Director We pivoted quickly from offline to online,
Tan Pei Ru, Creative Group Head anchoring our launch on an event that we felt
Nikiee Mahmud, Creative Group Head would lift the spirits amidst the doom and gloom
- and launch F&N Teh Tarik Ori into their orbit.
F&N Beverages Marketing Sdn Bhd Thus the F&N Virtual Mamak session was born.
Graham Lim, Managing Director The fact that the brand was a late entry to the
Adelene Tay, Brand Marketing Manager market and we were restricted by the pandemic
made the task doubly demanding; that we
PRESENTER created a record-breaking event AND helped
Victoria Chu, General Manager, sell-out all stock within the first week of launch
Invictus Blue Group makes this worthy of recognition.31
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PETRONAS Primax 97 with Pro-Race Launch CAMPAIGN SYNOPSIS
PETRONAS Primax 97 with Pro-Race The various marketing initiatives have proven to
be successful as reflected in the results. Our new
Category fuel continues to gain traction with Competitor
Marketing Innovation Loyalists and Brand Switchers. Despite being
introduced during the pandemic, we observed
PETRONAS Dagangan Berhad consumers truly believe in the quality set in our
new fuel. Dubbed as our best fuel, the PETRONAS
PRESENTER Primax 97 with Pro-Race utilises a formulation
Angelina Saw Mei Yi, Marketing Manager, that is only unique to PETRONAS that helps
PETRONAS Dagangan Berhad to increase fuel efficiency, resulting in further
mileage and lower carbon emissions, thus,
changing the brand perception of PETRONAS and
increasing its brand value. With stay true to offer
promise that the new fuel delivers unmatched
driving performance – power, responsiveness and
effortlessness driving for premium drivers to stay
on top of their game with superior efficiency that
reduces emissions for sustainability. Our fuel is
the fuel that gives our customers the power to
move beyond – in life or on the road.32
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Boost ePenjana #KasiTambah CAMPAIGN SYNOPSIS
Boost When the Penjana initiative was announced, 3
e-wallet brands (Boost, GrabPay or Touch ‘n Go
Category eWallet) were appointed to be the official partners
Consumer & Business Services whereby Malaysians will be able to claim RM50
from the e-wallet of their choice. Suddenly, Boost
ADA Asia Malaysia had a real fight on their hands as its competitors
Norshiha Tahir, Director of Client Leadership were offering huge rewards for new users. The
Mahira Dahlan, Manager, Digital Planning and approach? #KasiTambah the benefits of using
Strategy Boost at a time when everything else is being
Fero Haizal Karim, Creative Director cut, spending is affected and savings become
Badiuzzaman Anuar, Senior Copywriter smaller.
Boost #KasiTambah was then translated into 3 key
Ungku Norliza Syazwan Ungku Halmie, Director of initiatives:
Product & Marketing 1. #KasiTambah Amazing Rewards to acquire new
Nadiah Affendi, Head of Branding & Marketing Boost users.
Comms 2. #KasiTambah Online Boost Days to engage and
Salihah Noh, Head of Digital Marketing retain existing Boost users.
Cheah May Belle, Retention Marketing Lead 3. #KasiTambah Power MSMEs to shift
businesses online.
PRESENTER
Keith Ho, Senior Strategy Planning Manager, These 3 initiatives worked in tandem to help
ADA Asia Malaysia Boost drive Gross Transaction Value (GTV) but
also to ease the burden on people and businesses
while spurring the country’s economy and digital
adoption.33
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TikTokable Mall CAMPAIGN SYNOPSIS
Ikano Centres, part of IKEA SEA Toppen continued to give Johoreans the same
brand experience they enjoyed at Toppen, even
Category when they couldn’t visit physically. By connecting
Customer Experience Johoreans virtually where they were, on their
terms - on TikTok, the most downloaded app
ensemble worldwide of 2020, with Toppen. Now Toppen isn’t just
Chan Su Ling, General Manager, Strategy & Planning a physical mall, but the first TikTokable mall.
Didi Pirinyuang, Executive Creative Director Essentially disrupting how people experience
Jennifer Wee, Creative Group Head (Art) the Toppen brand. From TikTok AR corners within
Hannah Sim, Copywriter Toppen, to Toppen mall TikTok challenges, down
Chong Jia Ling, Senior Brand Director to driving sales with vouchers within TikTok.
We disrupted the marketing funnel by utilising
Ikano Centres, part of IKEA SEA TikTok as a medium across the entire funnel -
Natasha Aziz, Head of Customer Experience & Digital overachieving on awareness, visitation, sales,
and loyalty.
PRESENTER
Chan Su Ling, GM, Strategy & Planning,
ensemble worldwide.34
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IPC Live Shopping Fiesta CAMPAIGN SYNOPSIS
IPC Shopping Centre Digital commerce is not just limited to
e-commerce anymore. It has to be retail driven
Category by digital beyond online shopping platforms
Digital & Social in the time of retail disruption. With Covid-19
still affecting our communities, IPC was unable
IDOTYOU Sdn Bhd to bring the community together for the usual
Dorothy Fong, Founder and CEO New Year’s Eve concert. Hence, they reinvented
its annual countdown event by hosting the IPC
Ikano Corporation Sdn Bhd Live Shopping Fiesta – the longest shoppable
Mark Tan, Marketing Manager livestream on Facebook in Malaysia, and a first
in the local retail landscape with 12 hours of
PRESENTER entertainment from local and international artists
Mark Tan, Marketing Manager, during a shoppable Facebook experience that
Ikano Corporation Sdn Bhd included exclusive deals and giveaways. IPC
was able to extend their usual NYE celebration
to reach to a wider audience while supporting
dozens of tenants to ring up sales. The event
offered shoppers a unique way to shop and be
engaged as they welcome the New Year.35
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#KitaDLL CAMPAIGN SYNOPSIS
Ikano Centres, part of IKEA SEA How do you stand out vs. other malls and brands
during the RMCO Merdeka period where everyone’s
Category desperate to recover lost revenue?
Festive & Entertainment
We connected the insight of our malls being the
ensemble worldwide most inclusive space with a controversial subject
Chan Su Ling, General Manager, Strategy & Planning - the ‘Dan-Lain-lain’ box, telling Malaysians the
Didi Pirinyuang, Executive Creative Director best way to celebrate Merdeka, is to celebrate
Jennifer Wee, Creative Group Head (Art) their ‘lain-lain’ differences with Ikano Centres.
Marlina Padzil, Creative Group Head (Copy) To bring this to life, we created 200+ hyperlocal,
contextual executions from digital to Out-Of-
Ikano Centres, part of IKEA SEA Home and even in-mall to be relevant to all
Natasha Aziz, Head of Customer Malaysians. #KitaDLL was our most highly
Experience & Digital engaged campaign of 2020, increasing visitation
and arresting seasonal sales decline.
PRESENTER
Natasha Aziz,
Head of Customer Experience & Digital,
Ikano Centres, part of IKEA SEA36
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Heart Baker: Love Triumphs Over Taboos CAMPAIGN SYNOPSIS
RHB Bank CREATING MALAYSIA’S #1 CNY CAMPAIGN
Every Chinese New Year, we see the same spew
Category of tired narratives to the point where audiences
Festive & Entertainment can play CNY film bingo: “Long lecture by
Grandmother scene – check. Angpow scene
FCB Malaysia – check. Reunion dinner scene – BINGO! Fatt
Ong Shi Ping, Co-owner & Chief Creative Officer ah!!!”
Tjer, Creative Director
James Voon, Creative Group Head RHB shattered that mould with Heart Baker, the
Jonathan Chan, Creative Group Head inspirational true story of 9-year-old chef Leah
Choy and her unconditional love for Adele, her
RHB Group mentally ill sister. The campaign challenged the
Abdul Sani Abdul Murad, Group CMO long-standing belief that ‘inauspicious’ matters
Tunku Hazli Bin Tunku Tolha, Head (Group Brand such as sickness should not be mentioned during
Communications) CNY for fear of inviting ‘choi’ (misfortune).
Anwar Amin, Manager (Brand Communications
Manager) The results? Over 8 million views, 31,00 likes,
Elaine Yap, Senior Manager (Digital Brand RM300,000 in press media coverage, increased
Management) brand equity scores and numerous accolades,
which include being named in AdForum’s Top
PRESENTER 5 Finance and Banking Ads Worldwide and as
Tunku Hazli Bin Tunku Tolha, Marketing Magazine’s #1 CNY campaign for 2020.
Head (Group Brand Communications), RHB Group Massive success for a well-told story of love
triumphing over taboos.37
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MeReka Merdeka by Celcom CAMPAIGN SYNOPSIS
Celcom With the 63rd Merdeka unlike others we’ve ever
experienced, Celcom knew it couldn’t stand
Category on the sidelines and not lend a supporting
Festive & Entertainment hand to Malaysians during this challenging
period. In unconventional times, it needed an
M&C Saatchi (M) Sdn Bhd unconventional approach. Celcom knew that its
Darren Lee, Executive Creative Director communication had to have all that is expected
Azeril bin Johari, Associate Creative Director of a Merdeka campaign (hope, optimism,
Lee Wei Nee, Senior Account Director togetherness) PLUS a tangible platform of
Evelynn Tan, Executive Producer support, i.e. produce concrete assistance for the
target audiences.
Celcom Axiata Berhad
Ginny Phuah Guat Imm, Head of Brand and
Marketing
Wan Ridzuan Halawah, Head of Corporate Brands
Farhana Yusoff, Corporate Brands Associate
Khairil Faiz Omar, Corporate Brands Associate
PRESENTER
John Vernon Lai, Planning Director,
M&C Saatchi (M) Sdn Bhd38
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Chinese New Year has to be like THIS CAMPAIGN SYNOPSIS
Ribena Chinese New Year sees an annual consumption
increase of familiar Asian drinks like
Category chrysanthemum teas and orange juices. Ribena
Food & Beverage wanted to grow sales of its blackcurrant drink
although not a flavour or colour associated with
Dentsu One Sdn. Bhd. the festivity. Millennial Moms were treated to a
Kevin Teh, Deputy Creative Director one-of-a-kind Ribena CNY jingle rap song, that
Julia Nicholson, Head of Copy celebrated their evolution of tradition touting
Marissa Faruk, Planner “Chinese New Year should be like This.” (‘This’
Marianne Shantini, Group Account Director in Chinese also means ‘purple’). They were also
treated to DJs talking shopping, angpow and
Suntory Beverage & Food Malaysia Sdn Bhd hair-makeovers ‘their way’ on radio and a Rap-A-
Rodney Tan, Marketing Director Long karaoke contest on social. Mobile marketing
Marilyn Chew, Marketing Manager partnership with InMobi drove conversions at
Faradiana Binti Mohamed Nazri, participating outlets that offered Ribena Tiffin,
Senior Brand Manager Ang Pow organiser, and Chopsticks. It drove trial
in store of Ribena, giving people an easy way to
PRESENTER experience the taste of the beverage. Ribena’s
Marissa Faruk, Planner, Dentsu One Sdn. Bhd. against-the-tradition purple approach resonated
well, with Millennial Moms drinking Ribena at
home and buying it for their family and friends39
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WONDA Defines A New Class CAMPAIGN SYNOPSIS
WONDA Premix 3-in-1 coffee is cluttered by international
and local brands with well-established positions
Category in Malaysia. WONDA wanted to grow sales of its
Food & Beverage 3-in-1 coffee although not a familiar choice in
consumer’s minds compared to Nescafe or Old
Dentsu Malaysia Town White Coffee. The brand decided to convert
Huang Ean Hwa, Dentsu-LHS Chief Creative Officer competitor’s loyalists to its brand by reframing
Milan Agnihotri, Dentsu-LHS Chief Strategy Officer competitors as old through its “This is Classic”
David Foenander, Dentsu LHS Senior Creative Hybrid and positioning itself as “This is Class”.
Frances Angus, Dentsu LHS Senior Brand Director
The campaign went on to generate social buzz
Etika Sdn Bhd through guerrilla adverts such as floating screen
Santharuban T Sundaram, Senior VP of Marketing & in KL City Center, an open letter to competitors
Alternative Business in front pages of papers, Mobile Speakeasy Café
Cheong May Yeen, Marketing Manager with secret access codes and scintillating radio,
Alia Ibrahim, Brand Manager TV and social ads. The campaign drove market
Melissa Chang, Senior Brand Executive share capture of 5.3% in Tesco and beat industry
benchmark conversion rates by 250%. WONDA’s
PRESENTER “This is Class” approach redefined the market,
David Foenander, Senior Creative Hybrid, and millennials will be drinking WONDA 3-in-1 at
Dentsu Malaysia home or at work.40
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Goodday Seleb-Raya: Malaysia’s First- Ever webAR CAMPAIGN SYNOPSIS
3D Celebrity Experience An unprecedented year that forced us to adopt the
Goodday new norms Raya, but the togetherness spirit of a
family did not let this get in the way of tradition.
Category Simultaneously, Goodday took this initiative on
Marketing Innovation emerging the interactive technology of using
WebAR, which turned all 3 top celebrities into 3D
Noir by Entropia models in Malaysia to bring goodness to Muslims,
Goh Soo Mei, Principal, Integration especially city dwellers, into the home e-iftar.
Choo Hooi Jinn, Director, Integration
Nina Jayatileke, Manager, Integration Of course, the engagement isn’t stopping here!
Elaine Lee, Manager, Integration Practice in new norms celebration doesn’t mean
unable to celebrate Raya in a cheerful manner.
Etika Beverages Sdn Bhd Hence, aside from buzzing the new innovation
Chong May Yeen, Marketing Manager on the 2 major content sites to drive the social
Lim Sin Hwa, Brand Manager traffic, Goodday launched a contest of capturing
Chin Yien Yien, Brand Manager a creative photo challenge that managed to
Lim Mun Yee, Assistant Brand Manager receive a 6 times higher submission rate than the
key player.
PRESENTER
Nina Jayatileke, Lastly with Goodday Selamat Seleb- Raya,
Manager, Integration, Noir by Entropia it helped the citizens in getting through the
loneliest and unforgettable Raya celebration.41
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IPC Live Shopping Fiesta CAMPAIGN SYNOPSIS
IPC Shopping Centre Digital commerce is not just limited to
e-commerce anymore. It has to be retail driven
Category by digital beyond online shopping platforms
Digital & Social in the time of retail disruption. With Covid-19
still affecting our communities, IPC was unable
IDOTYOU Sdn Bhd to bring the community together for the usual
Dorothy Fong, Founder and CEO New Year’s Eve concert. Hence, they reinvented
its annual countdown event by hosting the IPC
Ikano Corporation Sdn Bhd Live Shopping Fiesta – the longest shoppable
Mark Tan, Marketing Manager livestream on Facebook in Malaysia, and a first
in the local retail landscape with 12 hours of
PRESENTER entertainment from local and international artists
Mark Tan, Marketing Manager, during a shoppable Facebook experience that
Ikano Corporation Sdn Bhd included exclusive deals and giveaways. IPC
was able to extend their usual NYE celebration
to reach to a wider audience while supporting
dozens of tenants to ring up sales. The event
offered shoppers a unique way to shop and be
engaged as they welcome the New Year.42
ISSUE297JULY2021 | WEEKENDER
CLICK TO WATCH CAMPAIGN
Resolving Millennials’ Dilemma Through Bunga’s CAMPAIGN SYNOPSIS
Secret Garden Millennials faced a growing dilemma when
Herbal Essences buying shampoos. While they’re aware of the
goodness of Natural products, with many brands
Category claiming to be ‘natural’ or ‘organic’, they’re
Non-Food FMCG often confused when filtering which brands are
legitimate. This made it harder for naturals
Astro Media Solutions Sdn Bhd leader, Herbal Essences to stand out as the truly
Mohd Shahrizal Abdul Rahim, Head of Creative natural player in the market.
Solutions and Commercial Production
June Lee Tze Wa, Creative Solutions Strategist To resolve their dilemma, we reframed the
Nur Iylia Izzati Binti Azhar, AVP, consumer experience into an entertainment
Content Strategist & Innovation content housed in Gempak, Astro’s number 1
Azreen Binti Mohd Rashid, Associate, entertainment portal. This led to the birth of
Content Strategy Bunga’s Secret Garden, branded web series
exploring the ideal Millennial consumer, Bunga
Procter & Gamble characterized as someone who validates claims
Jessica Biscocho, Brand Director, before making decisions about her product choice
Hair Care - Malaysia, Singapore, Vietnam or personal life, encouraging audiences to stay
Noelle Wong, authentically true to themselves, parallel to
Media Director – Malaysia, Singapore, Vietnam Herbal Essences’ authentic natural ingredients.
Sahil Sethi, Senior Brand Director
Surmeet Sukhija, Senior Brand Manager This integrated campaign ran exclusively on Astro
has contributed to Herbal Essences’ share growth
PRESENTER in National and Drug Pharma channels by 133%
Jessica Ruth Biscocho, Brand Director, vYA with increased purchase considerations by
Hair Care - Malaysia, Singapore, Vietnam, 125% vYA.
Procter & Gamble43
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Super Seram Sale CAMPAIGN SYNOPSIS
Ikano Centres The last quarter is usually a key sales period for
shopping centres in Malaysia, so how would Ikano
Category Centers recover visitations and sales that were
Consumer & Business Services affected by the 2nd phase of CMCO that was
implemented since October. We connected the
ensemble worldwide insights of Malaysians love for Horror and Comedy
Chan Su Ling, General Manager, Strategy & Planning - to drive them to our shopping centres to enjoy
Didi Pirinyuang, Executive Creative Director the 11.11 sales by creating a fun “lawak bodoh”
Jennifer Wee, Creative Group Head (Art) kind of content to engage our target audience.
Marlina Padzil, Creative Group Head (Copy)
Ikano Centres, part of IKEA SEA
Natasha Aziz, Head of Customer Experience & Digital
PRESENTER
Jennifer Wee, Senior Art Director,
ensemble worldwide.44
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How our Pizza Heart won the hearts of Malaysians CAMPAIGN SYNOPSIS
Pizza Hut Pizza Hut is a brand that Malaysians have grown
up with. Over the years, fond childhood memories
Category have become old and irrelevant to today’s social
Digital & Social media generation.
Fishermen Integrated Pizza Hut saw an opportunity to build brand love
Joyce Gan, Group Brand Director during Valentine’s by creating a cheesy love guru
Tan Lih Wern, Brand Manager - ‘Jiwang Jeff’ to talk about the top relationship
Andrew Tan, Executive Creative Director problem which had a double entendre - common
Cheng Chin Mian, Art Director issues that Malaysian Pizza Hut customers
Ng Wheng Jhun, Copywriter frequently complained about on our social media
accounts and ask them to “Give Love a Chance”.
Pizza Hut Malaysia We also worked with the creator of SMK FastFood’s
Emily Chong Wai Yee, Chief Marketing Officer iconic comic character “Pijahat”. We turn the
Quennie Tan, Senior Marketing Manager ‘class prankster’ into a generous good guy by
(Brand Comms & Innovation Lead) demonstrating the power of giving love a chance.
PRESENTER Pizza Hearts were send to competitors and media
Quennie Tan, Senior Marketing Manager houses, along with cheesy pick-up lines to woo
(Brand Comms & Innovation Lead) them, and get them to spread Pizza Hearts in
Pizza Hut Malaysia return.45
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Texas Glazed Herb & Garlic CAMPAIGN SYNOPSIS
Texas Chicken Malaysia This is the story of how Texas Chicken; one of the
newer players in the QSR category made people
Category race for its LTO (Limited Time Offering). And it did
Consumer & Business Services so at a time when many brands were competing
for consumer spends due to the particular time of
MullenLowe S’ng & Partners Malaysia Sdn. Bhd. the year and the pandemic. We decided to launch
Gavin Teoh, Client Service Director a crowd favourite, but with a twist. While we used
Sathi Anand, Executive Creative Director to serve this LTO with sprinkles of herb and garlic
Adrian S’ng, CEO flavour, we now glazed it for a more intense taste.
Vanessa Gan, Account Director
The relevance came in the form of likening the
Envictus International Holdings Limited intensity of the flavour to that of a real-life couple
Dato’ Jaya, Executive Chairman, with real-life chemistry. We used KOL couples for
Texas Chicken Malaysia a larger following and to ensure it would resonate
Jean Tan, Acting General Manager, with Malaysians. With humour and dramatised
Texas Chicken Malaysia re-enactments of these couple’s relationship
Tham Yue Foon, Head of Marketing, dynamic, we garnered overwhelming interest and
Texas Chicken Malaysia response to mark one of Texas’ most successful
campaigns.
PRESENTER
Gavin Teoh, Client Service Director,
MullenLowe S’ng & Partners Malaysia Sdn. BhdYou can also read
