WEEKENDER See what brands Malaysians loved this Raya season! - Marketing Magazine
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www.marketingmagazine.com.my popculture
ISSUE 248 JUNE 2020
WEEKENDER
See what
brands
Malaysians
loved
this Raya
season!
BEST
RAYA TVCS CONTENT PARTNER
2020
WEEKENDER
popculture
LETTER TO EDITOR Let’s shine with
Malaysia’s
Best Raya
TVCs in
2020
Googlelicious For the first time
ever, we received
Dear Harmandar Singh,
a huge number of
Thank you for applying votes for our Best
to the Google News Raya TVC survey:
Initiative’s Journalism 2379 votes!...
BEST
RAYA TVCS
Emergency Relief Fund 2020
04 which received over
12,000 applications from... 07
14 16 19
Social
EULOGY
Media Hits
The Not
The Fan
so Free
Advertising
on Social
Media.
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 opinions expressed in this publication do not necessarily represent the
views of the publisher or editor. Advertisements are the sole responsibility of the advertisers.
“ IT’S ALL RIGHT LETTING
YOURSELF GO AS
LONG AS YOU CAN LET
YOURSELF BACK.
”
Mick Jagger
“ I ACCEPT CHAOS. I’M
NOT SURE WHETHER IT
ACCEPTS ME.
”
“
Bob Dylan
TIME YOU ENJOY
WASTING, WAS NOT
WASTED.
”
John Lennon
“ YOU’RE ONLY GIVEN A
LITTLE SPARK OF MADNESS.
YOU MUSTN’T LOSE IT.
Robin Williams ”
4
ISSUE248JUNE2020 | WEEKENDER
LETTER TO EDITOR
Googlelicious!
Dear Harmandar Singh, feedback for individual sub-
missions. Google recognizes the
Thank you for applying to continued hardships many lo-
the Google News Initiative’s cal news organizations face and
Journalism Emergency Re- remains committed to helping
lief Fund which received over journalists thrive in these chal-
12,000 applications from more lenging times. You may also
than 100 eligible countries. want to look at some other ad-
Unfortunately, after a de- ditional resources:
tailed review we are unable • Learn about our latest prod-
to extend your organization uct and program announce-
funding at this time as your ap- ments here
plication did not fit the public • Explore the GNI Training
eligibility criteria. Given the Center, which includes free
overwhelming number of ap- online resources to help
plications we received, we are journalists find, tell, and ver-
not able to provide additional ify news stories
5
ISSUE248JUNE2020 | WEEKENDER
LETTER TO EDITOR
... Unfortunately, after a detailed
review we are unable to extend
your organization funding at this
time as your application did not fit
the public eligibility criteria...
• Make use of AdSense or Ad support journalists and publish-
Manager to help you mone- ers around the world. To sign up
tize and grow your ads rev- for future announcements about
enue. If you’re already Google products and ser-
working with vices, please sign up
Google and for the Google News
would like to AUDIO NOTE Initiative newslet-
be contact- TO EDITOR ter here.
ed about Yes you can talk to me too,
ways to im- this is Devinder from All the best,
Cinema Online:
prove your The Google
Click here.
ads reve- News Initiative
nue perfor- team
mance, sign
up here. Editor’s Note:
Google parent compa-
The Journalism Emer- ny Alphabet’s overall reve-
gency Relief Fund is just one of nue in the first quarter of 2020 was
the programs that the Google US$41.2 billion, up 13% compared
News Initiative is running to with the same period last year.
6
ISSUE248JUNE2020 | WEEKENDER
BUSINESS WINS
2020 YTD Malaysia Top 10 Wins
CREATIVE AGENCY MONTH ACCOUNT AREA
VMLY&R Feb Intel Global
VMLY&R Apr Telekom Malaysia Malaysia
Ogilvy Feb Hong Kong Tourism Board Malaysia
FCB Apr Berjaya Sompo Insurance Malaysia
VMLY&R Jan Hong Leong Assurance Malaysia
Wunderman Thompson Mar HSBC Malaysia
FCB Mar Berjaya Sompo Project Malaysia
FCB Apr SP Setia Project Malaysia
DDB Apr Sunsilk - Naturals Launch Malaysia
DDB Apr Wonda Coffee 3-in-1 Digital Campaign Malaysia
MEDIA AGENCY MONTH ACCOUNT AREA
PHD Feb Diageo Global
PHD Jan Warner Bros Pictures Group Malaysia
Mindshare Apr Awesome TV Malaysia
Universal McCann Jan Emirates Airlines Global
Mindshare Feb Kimberly Clark Malaysia
PHD Apr Bonus Link Malaysia
PHD Feb Safi Malaysia
OMD Feb INOVA Malaysia
Universal McCann Mar Seek Asia - Job Street Project Malaysia
7
ISSUE248JUNE2020 | WEEKENDER
Shine with Malaysia’s Best Raya TVCs
For the first time ever, we received a huge number of votes for our
Best Raya TVC survey: 2379 votes! A testimony to the popular appeal
of our surveys on Festive TVCs over the years. These selections and
rankings are based on the choices of our readers, from a shortlist of 46
videos made by the publishers of MARKETING. The total number of
Raya/Ramadan TVCs in Malaysia this year were over 70.
To our Readers’ Choice winners.
For those who voted for your own work, nice try. Our algorithm weeded you
out early in the game. As the database we have is equally adept at deduping
whatever email address variations you apply.
Client: Petroliam Nasional
01 Berhad
Agency: ensemble Worldwide
Production House: Reservoir
World
Petronas: Antara Dua Jendela
The film features Uda and Dara, who are actually kampung
houses in love. The two characters depict tensions between
their owners who are finally reconciled due to their shared
loneliness.
Client: Maxis
02 Agency: Publicis Groupe
Production House: Directors
Think Tank (DTT)
Maxis: Suasana Syawal Sempurna #RayaTetapRaya
This is Maxis’ first 8D audio film. While we miss the Raya
mood because of COVID-19, this ad brings back memories of
past years’ celebrations with family. Listen with headphones.
8
ISSUE248JUNE2020 | WEEKENDER
Client: Wipro Unza Malaysia
03 Agency: ensemble Worldwide
Production House: Mastermind
Group
Safi Malaysia: Alif Satar & Keluarga #RayaSamaSamaSafi
A slice of life in the era of Covid-19, which reverses the Balik
Kampong tune in an irreverent way that resonates with all of
us during this festive season.
Client: Tenaga Nasional Berhad
04 Agency: Reprise Digital
Malaysia
TNB: #SemangatRayaEpikFantastik
This MCO-dictated film has cameo appearances from
previous festive films, home videos of families, Muslims
baking their own kuih raya for the first time from online
tutorials, and more.
Client: Foodpanda Malaysia
05 Production House: Tangerine
Pictures
Foodpanda: Ceritarasa Ramadan
Rizal is about to have breakfast, when another surprise
comes for him and his family. #HomeStories usher in
Ramadan greetings from Foodpanda.
9
ISSUE248JUNE2020 | WEEKENDER
Client: Delima Oil Products
06 Sdn Bhd
Production House: Tangerine
Pictures Sdn. Bhd
Saji: Kuah Kacang Ibu
It’s not complete this festive season without ‘kuah kacang
and ketupat’. But some homes don’t know how to make the
dish. Saji shares the secret of making it.
Client: TNG Digital
07 Agency: Smalltimer
Touch ‘n Go: Dikir Sempoi 2.0.2.0
‘Ewau bule, ewau bule, ewau bule, teraju tigo’ ~ Touch ‘n
Go eWallet makes curiosity a sure bet than any Touch ’n Go
eWallet.
Client: PLUS Malaysia
08 Agency: Mediacom Malaysia
Production House: Reservoir
Production
PLUS Malaysia: Tumpang 2.0
Remember the story of Mr. Man and Amir a year ago?
This is where we announce the connection to this year’s
MCO-themed Raya!
10
ISSUE248JUNE2020 | WEEKENDER
Client: Malaysia Airlines
09 Agency: Inhouse
Malaysia Airlines: Ucapan Raya pelbagai bangsa
We send Raya greetings with all our heart. May this day bring
happiness to you and your family. #MalaysiaAirlines
Client: Shopee Malaysia
10
Shopee Malaysia: Raya Ini
Even when we are apart, love is always present. The palace
may be different, but families will stay together.
Client: Celcom Axiata
11 Agency: M&C Saatchi
Celcom: Mana Tok Ucu?
This fort is definitely different for the Tok Ucu grandchildren
when their grandma is missing. All their thoughts and ideas
have been put together to solve this mystery and it will be an
adventure that will be remembered for all their efforts to find
their beloved Tok Ucu.11
ISSUE248JUNE2020 | WEEKENDER
Client: Digi
12 Telecommunications
Agency: Naga DDB Tribal
Digi Telecommunications: Menyulam Budi
Together we embody the blessing and generosity,
giving it a new and more meaningful victory for
Aidilfitri this time.
Client: Telekom Malaysia
13 Agency: Grey Malaysia
Post House: Post Two Post
Studio Sdn Bhd
Music: Maveriq AV
TM: Ramadan/Syawal
This time, we stand united and rise to celebrate victory
against an unexpected enemy. This time around the
celebration is different. And this time, it means more.
Client: Boustead Ikano
14 Agency: Your Maker
MyTOWNKL: Air tangan yang dirindui /A Taste Of Home
This year, so much will be missed by those who can’t balik
kampung. For two deserving Malaysians, we made sure they
would miss one less thing: the taste of home.12
ISSUE248JUNE2020 | WEEKENDER
Client: Perodua
15 Agency: Spin Communications
Perodua,‘Jumpa Lagi’ - Lagu Raya 2020
We can’t be together, but we can still have fun.
Smile again with the Perodua 2020 song.
Client: RHB Bank
16 Agency: FCB Kuala Lumpur
RHB Group: Hikmah
As we celebrate Ramadan in a state of gratitude, Syawal’s
arrival brings us a thousand hopes. With each passing test,
progress leads us to see the inner strength of each person and
the lessons behind each incident.
Client: Astro Malaysia
17 Agency: Naga DDB Tribal
Production House: Graph
Studio
Astro: Cerita Raya Dik Non
If our intentions are pure, all our dreams will come true.
Looks like Dik Non the Superhero is OK with his dad. Even
at home, the patience she takes to help her neighbour will
surely inspire you.13
ISSUE248JUNE2020 | WEEKENDER
Brand: Boost
18 Client: Axiata Group
Agency: ADA
Production House: Kaz Studio
Boost: Raya Tetap Raya, Walau Dimana Kita Berada
This year’s Ramadan has sure been different, but that hasn’t
stopped us from making the most of our moments. Because if
this MCO has taught us anything, it’s that no amount of distance
apart can keep us from feeling close at heart.
Client: Tesco Malaysia
19 Agency: Naga DDB Tribal
Production House: The Tankers
Tesco Malaysia: Kuih Raya
It’s not even hard to make a cake when there is a mom next to
us. Or on our phones. Being Close Though Far.
Client: Grab Malaysia
20 Agency: Fishermen Integrated
Production House: Graph
Studio
Grab: Amy Cari, Grab Ada
Salam Aidilfitri to everyone, sincerely from Grab and Amy. If
there were any mistakes made, we hope they can be forgiven.
Stay safe and keep calm during this year’s Raya celebrations.14
ISSUE248JUNE2020 | WEEKENDER
IN MEMORIAM
EULOGY
by Sa’ad Hussein
Tan Lai Keat. boastful, brash and crude. I sup-
pose that’s how people saw him
I made him cry before. for the first time. Over time, hate
became like. And like became re-
Today, he made me cry. spect.
Behind that harsh exterior, was
Many knew him as the Finance a visionary and passionate man
Director of Sil Ad and Creative with strong principles and a soft
Juice. To the staff, he was Uncle heart.
Lai Keat. To me, he was my dinner We constantly joked that Lai
date on most nights and partner- Keat hid in his drawer (amidst the
in-crime of 20 plus years. cartons of cigarettes he stashed) a
I hated him when I first met crystal ball that sees the future
him in December 1995. He was He always claimed that he was15
ISSUE248JUNE2020 | WEEKENDER
IN MEMORIAM
... He was a no-nonsense kind of guy
and respectful to a person’s cultural
religious and social inclinations. He would
defend the agency’s reputation, the staff
and the work if he saw any infringement and
wrong doing against them...
creative. I would ignore this claim; was like a pit bull that bites and
but I would admit that he was never let go.
passionate about the agency - the Despite the sternness, Lai Keat
work, the people, the clients and was generous man with a kind
the culture. He always wanted heart. He cared for and gave to
to be part of the creative process. the underprivileged, the special
He would attend presentations, needs and the poor. He tended
pitches, shoots and award shows. to the staff like a big brother, fa-
He was extremely proud that Sil ther and uncle, showering them
Ad became a giant killer. with treats and sound advice (in a
On hindsight, Lai Keat de- roundabout way).
served the title “Creative Finance In one of our unyielding ar-
Officer”. guments on financial matters, he
Lai Keat was a stickler for once broke down and wept and
punctuality, processes and proto- aptly reminded me that business
cols. He was a no-nonsense kind is about the people not numbers.
of guy and respectful to a per-
son’s cultural religious and social I made him cry, then.
inclinations. He would defend the
agency’s reputation, the staff and Today, he made me cry.
the work if he saw any infringe-
ment and wrong doing against
them. Many have learnt not to Tan Lai Keat passed away on
mess with him the hard way. He 29 May 202016
ISSUE248JUNE2020 | WEEKENDER
OPINION
The Not so Free
Advertising on
Social Media.
by Stefan Pertz,
Editor of Asian Trucker Malaysia & Asian Buses
stefan@asiantrucker.com
A Totally Biased
s mainly a publisher
of print magazines we To me, that is the biggest
supplement the product issue with how brands use
with electronic media, not de- social media. Every brand
nying that there are advantages would say that they are the best
and that one has to use a mix about themselves. Don’t we
of mediums. It appears to me all know the joke about a good
that more and more advertis- lover at a party? Personally, I
ers depend solely on “free” so- would rather have one woman
cial media channels to get their tell another that I am a good
messages out. Neither Linke- lover (brand recognition). It
dIn, nor Facebook, Instagram is the reviews by others that
or any of these platforms actu- are more credible. And it is
ally create content. All they do specialist publications that
is offer a noticeboard for any- review products and services.
one to post their ads, articles
and rants. They live off content
creators. Same, Same,
And maybe it is these cre- No Different
ators that need to be supported I also note that there are
much more again. now aggregators. “Portals” that
As such, most posts by simply copy and paste news sent
brands can be classified as to them under their own brand.
“ads”. They don’t generate any of their17
ISSUE248JUNE2020 | WEEKENDER
OPINION
own content. All they do is re- of these social media channels?
post material on social media. Other than offering people a
And when you have a dozen sites venue to vent and to post nasty
posting the same type of content, comments. Brands are happy to
the audience is presented with moderate all this? And I wonder
the same story, word for word, a how many brands actually use
dozen times. the comments to funnel insights
into their marketing (which is
More Misses than Hits NOT the same as advertising).
When I worked on a campaign
for a construction chemical Who’s counting?
company, I learned that there Literally every time I am
are 10 magazines in South East discussing an ad campaign in our
Asia that deal with concrete. magazine with a potential client,
Yes, the grey sludge that makes the question ultimately comes to
up buildings. You might think readership and print runs. How
that there is nobody reading is it that advertisers insist on this
it. However, for someone in for publications, but accept that
construction, this might be the the numbers of likes, subscribers
most important reading material. and followers is no longer
Contrast that to the ads that disclosed on several social media
social media “offers” me. Not channels.
that I am saying I will never buy In my view, brand owners
sanitary pads, but chances are should ask themselves if the joy
slim. Ask yourself how many over the cheap price for social
irrelevant ads / articles / posts media will last as long as the an-
you see every day. guish over the shortcomings they
experience when there’s only
Trolled or Controlled? “free media” left to feed them-
I keep trying to get things selves?
done for brands by using their
social media channels. However,
restaurants, hotels, car dealers
and others almost always
answer with “Can you send us
an email?”. So what is the point18
ISSUE248JUNE2020 | WEEKENDER
www.bobhoffmanswebsite.com
Social
Media Hits
The Fan
by Bob Hoffman
A
nd it's become so
politicized that it's
impossible to write about
it without wading waste deep
...Trump went in the cesspool of politics. I hate
politics. And the only thing I
all Trump hate more than politics is writing
and had a about politics. But I have to write
a little about it today to make a
kindergarten few points. Hold your nose, here
hissy fit... we go.
First Twitter decided to wake
up from its decade-long coma
and call out a couple of tweets
as bullshit. They happened to
be tweets by the President of the
United States. Then, to no one's
surprise, Trump went all Trump
and had a kindergarten hissy fit.19
ISSUE248JUNE2020 | WEEKENDER
www.bobhoffmanswebsite.com
But before we get to these ...According to the
comedic shenanigans, let's start FB report, “64% of
with what I thought was the all extremist group
most revealing and most ignored
social media story of the week.
joins are due to our
On Tuesday, The Wall Street recommendation...
Journal had an exceptionally
damning piece about the lovely
folks over at Facebook. to Zuckerberg's horseshit
According to The about "connecting the world"
Journal, after the 2016 Facebook was far more effective
election... "Facebook had at dividing the world. (Research
kicked off an internal effort to conducted by Pew reinforces
understand how its platform this conclusion. Only 11% of
shaped user behaviour Americans believe that tech
and how the biggies have a uniting
company might effect, while 60% believe
address potential they have a dividing
harm. Chief effect.)
Executive Mark In fact, the FB team
Zuckerberg had found that algorithms
in public and they use "to gain user
private expressed attention and increase
concern about time on the platform” are
“sensationalism and not bringing people together,
polarization.” they are driving
So an people apart.
internal According
review by a to the FB
Facebook report, “64%
team of all
ensued. extremist
The team group
found that joins
contrary20
ISSUE248JUNE2020 | WEEKENDER
www.bobhoffmanswebsite.com
are due to our recommendation not to." You can read the whole
tools...Our recommendation article here.
systems grow the problem.” Now let's talk about the
And this was exactly the Twitter-Trump carnival of
assertion of Facebook's harshest dimwits. The brouhaha was
critics and by acknowledging ostensibly over Trump's tweets
it, FB was admitting - at least about mail-in election ballots. But
to itself - that its policies were I doubt it. The whole thing really
deeply flawed and seriously started with some astoundingly
dangerous. irresponsible tweets in previous
What did Zuckerberg and days by Trump connecting a TV
friends do about this? Exactly talk-show host he doesn't like
what you'd expect - nothing on a with an imaginary "murder" 20
stick. In fact, Zuckerberg seems years ago.
to have doubled-down on his Twitter had been taking a
absurd assertion that he is not lot of heat for publishing such
responsible for what appears on reckless nonsense - even from a
his site. It's just a bulletin board president.
and he's just trying to protect free
speech, goes the gag.
The Journal summed
up the issue like this...
"Facebook is under
fire for making the
world more divided.
Many of its own
experts appeared
to agree—and to So
believe Facebook it looks
could mitigate to me
many of the like when
problems. Trump started
The tweeting
company about
chose21
ISSUE248JUNE2020 | WEEKENDER
www.bobhoffmanswebsite.com
...Trump started free speech. He also issued an
executive order aimed at diluting
tweeting about the strength of what is known as
fraudulent mail- "Section 230," a very tech-friendly
in ballots they regulation that protects social
media and online publishers
decided to go from just about anything.
all hardball. At There's a lot to digest here, so
let's get the dumbass blogweasel
the bottom of perspective on some of the
his tweets they issues.
added a link that First, is Trump right that
Silicon Valley and social
said, “Get the media are pro-liberal and anti-
facts about mail-in conservative? Yes. And so are
ballots.” The link most of the other news outlets
in America, including TV,
lead to a page that newspapers, and magazines.
essentially said And, by the way, so are most of
us advertising and marketing
Trump is full of people. Despite their insufferable
shit... screeching about "fake news"
every time they're criticized, I
believe conservatives are right
fraudulent mail-in ballots they that there is an institutional
decided to go all hardball. At the media bias against conservatives
bottom of his tweets they added and their values.
a link that said, "Get the facts Next, is Trump right that this
about mail-in ballots." The link a free speech issue? No. No one
lead to a page that essentially is denying anyone their right
said Trump is full of shit. to speak. And, by the way, no
Naturally Trump started one has a constitutional right to
screaming about social media's media coverage. No medium
bias against conservatives and is required to print or air every
how he was going to defend piece of nonsense that comes22
ISSUE248JUNE2020 | WEEKENDER
www.bobhoffmanswebsite.com
its way. Facebook isn't, Twitter
isn't, the NY Times isn't, the
Wall Street Journal isn't. All
media outlets have the right
and responsibility to exercise
editorial judgement. Social
media has famously shunned this
responsibility.
Next, why are Facebook,
Twitter and other social media
entities in so much hot water? It's
a long story, but it's essentially
about money. It starts with the
aforementioned "Section 230."
Under enormous pressure
from the then-quite-popular
tech lobby, in 1996 Congress
provided immunity from liability
for online publishers who
publish information provided generally refused to accept their
by third-party users (that's us,) responsibilities as publishers
thereby indemnifying online by exercising editorial control.
publishers against any financial And have gleefully cashed all
responsibility for what they the concomitant checks from
publish. And opening social advertisers.
media up to make hundreds What is the Trump strategy
of billions of dollars from here? Attacking social media is a
the cockamamie and often no-lose strategy for Trump. The
inflammatory and false postings issue of media bias is a decades-
of knuckleheads like you, me long theme in conservative
and every imbecile of every circles. Silicon Valley and tech
imaginable social, sexual, and squids are also high-value
political stripe. targets. These issues will resonate
Taking their cue from with Trump's supporters and
Congress, social media have rally his base.23
ISSUE248JUNE2020 | WEEKENDER
www.bobhoffmanswebsite.com
...Do you really want Zuckerberg
and his ilk determining what we
see and hear? An excellent point.
No, I don’t, and it’s a very fraught
balancing act here...
What can Facebook/Twitter/ them to take responsibility for
social media do? They're in a filtering out hate-filled garbage,
no-win situation created by violent and provocative content,
their own stupidity. For over and obviously dangerous lies.
a decade they have behaved And I do want the people who
irresponsibly and have painted underwrite this clown show --
themselves into a corner, creating that's us --to stop hiding behind
a situation over which they have the skirts of social media and
lost control. They have created a once and for all act decently by
distinction without a difference stopping our funding of the most
-- they say they are "platforms" irresponsible social media sites.
(whatever the hell that means) I don't want to mention anyone
not "publishers." But they want it by name. So I'll just use initials.
both ways. When people say they How about Z?
need to be responsible for what's What's gonna happen
appearing on their sites, they say next? More of the same, only
they're a platform. When people worse. There's an election
say they shouldn't be banning coming...
people or exercising editorial
control over posts, they say
they're publishers.
Do you really want
Zuckerberg and his ilk
determining what we see and
hear? An excellent point. No,
I don't, and it's a very fraught
balancing act here. But I do want24 ISSUE248JUNE2020 | WEEKENDER CREATIVE SHOWCASE Category: Restaurants & Fast Food Client: Burger king Agency: Grabarz & Partner, Hamburg
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