Advertising best practice, evidence and insights

Case Study • Cannes Creative Lions, Silver, Creative Strategy Lion, 2019

Tesco, the supermarket chain, incentivised shoppers in Malaysia to reuse their bags by giving them money off their shop when they did.

AirAsia eyes ‘Amazon of travel’ opportunity as it invites others into its ecosystem

Article • Low Lai Chow, Event Reports, Skift Forum Asia, May 2019

AirAsia has its sights set on a travel ecosystem play as it invests in complimentary business ventures.

Tesco: Unforgettable Bag

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

Tesco, the supermarket chain, incentivised its shoppers in Malaysia to reuse their bags by giving them money off their shop when they did.

Malaysian OTT market looks beyond subscriptions

News • 11 June 2019

Malaysia’s OTT landscape is facing a period of change as increased choice and more free content puts pressure on existing business models which have largely relied on subscriptions.

Maxis HuatAR: Interview with a lion

Case Study • Chan Su Ling, Galen Lau, WARC Awards, Entrant, Effective Content Strategy, 2019

Maxis, the premium Malaysian telco brand, created brand standout and increased sales during Chinese New Year in Malaysia through an AR based app.

PruBSN Warisan: Always by your side

Case Study • Chan Su Ling, Galen Lau, Alyafarah Zainudin, WARC Awards, Entrant, Effective Content Strategy, 2019

PruBSN, the leading Malaysian insurance company, increased brand awareness and engagement through a digital campaign in Malaysia.

KFC: The Other Sanders

Case Study • Vikraman Raja, Hajar Yusof, WARC Awards, Bronze, Effective Use of Brand Purpose, 2019

KFC, the fast-food restaurant chain, used print and social media for an International Women's Day campaign in Malaysia.

Nippon Paint: Child Wellness Range

Case Study • Chan Su Ling, Chow Chia Yuin, WARC Awards, Shortlisted, Effective Use of Brand Purpose, 2019

Nippon Paint, the leading Malaysian paint manufacturer, introduced its Child Wellness Range to create differentiation in the category and, without reducing prices, beat its copycat competitors to achieve a 75% increase in sales.

KFC: The Burger Wars

Case Study • Vikraman Raja, Hajar Yusof, WARC Awards, Bronze, Effective Social Strategy, 2019

KFC, the fast food restaurant chain, used a TV ad and social media GIFs to promote a special-edition burger in Malaysia.

Maybelline: FitMe Squad

Case Study • Chan Su Ling, Vivien Loh, Kylie Chong, WARC Awards, Shortlisted, Effective Social Strategy, 2019

Make-up brand Maybelline used a multi-channel campaign to embrace the diversity of Malaysian skin colours and grow market share in the country's liquid foundation category.

Anchor Beer: The Shortest CNY Ad

Case Study • Chan Su Ling, Simon Yong, WARC Awards, Entrant, Effective Social Strategy, 2019

Budget beer brand Anchor used an innovative social media campaign to cut through the clutter of Chinese New Year advertising and boost its unaided brand recall in Malaysia.

KFC: Anything is better with KFC Golden Egg Crunch

Case Study • Galen Lau, Alyafarah Zainudin, Phoenix Tang, WARC Awards, Bronze, Effective Innovation, 2019

QSR brand KFC successfully relaunched its Golden Egg Crunch during Chinese New Year in Malaysia using a TV sync activation.

KFC: Rain Or Shine – KFC Sells

Rankings • WARC Media 100, 2019

KFC, the fast food company, used analysis of sales and weather to improve its media effectiveness in Malaysia.

Mudah.my: Let It Go

Rankings • WARC Effective 100, 2019

Mudah.my, Malaysia’s largest marketplace, targeted Chinese Malaysians with a humorous social media campaign, to boost site listings during Chinese New Year.

One-in-four Malaysians are TV-streaming pirates

News • 14 February 2019

A quarter of Malaysian consumers (25%) are using modified TV set-top boxes to watch pirated content, research by the Asia Video Industry Association (AVIA) has found.

Blackmores: Kindness as a data strategy

Case Study • Sandeep Joseph, WARC Media Awards, Entrant, Best Use of Data, 2018

Vitamin supplements brand Blackmores grew sales and likeability by supporting the cause against food waste in Malaysia.

Hotlink: PokéMobile

Case Study • Chan Su Ling, Jacinth Lum, Lau Su Lin, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2018

Telecoms company Maxis partnered with ride-hailing service Grab to piggy-back on the Pokémon trend to raise awareness of its mobile phone payment service Hotlink Cash Online (HCO) in Malaysia.

KFC: Anything's better with KFC Golden Egg Crunch

Case Study • Galen Lau, Alyafarah Zainudin, Phoenix Tang, WARC Media Awards, Gold, Effective Use of Tech, 2018

QSR brand KFC successfully relaunched its Golden Egg Crunch during Chinese New Year in Malaysia using a TV sync activation.

Nippon Pylox: If you can dream it, you can Pylox it

Case Study • Chan Su Ling, Nichelle Ng, WARC Media Awards, Silver, Best Use of Data, 2018

Nippon Pylox, a Malaysian spray paint brand, increased sales despite a limited marketing budget by understanding its target audience.

Nicorette: Quit Buddy

Case Study • Chung Ru Zen, Chan Su Ling, Nicole Fincato, WARC Media Awards, Shortlisted, Best Use of Data, 2018

Nicorette, the market leader in the smoking cessation product category in Malaysia, produced the Nicorette Quit Buddy, which not only helped smokers kick the habit but also turned around declining sales.

Maxis: 4G Films

Case Study • Chan Su Ling, Jacinth Lum, Pamela Chia, Lau Su Lin, WARC Prize for Asian Strategy, Entrant, 2018

Maxis, Malaysia's leading premium telco brand, used an emotive story-based strategy to highlight the importance of a great network connection and stand out from the competition.

Mudah.my: Goodbye, Good Buy

Case Study • Tanvi Singh, WARC Prize for Asian Strategy, Entrant, 2018

Malaysian online marketplace Mudah.my used a multi-faceted digital campaign tied into the holiday season of Raya, to get young Malay males to re-evaluate the brand and grow listings.

Connor's: The Connor's Challenge

Case Study • Debopriyo Bhattacherjee, Dennis Kam Wei Ern, Andrew Lee, WARC Prize for Asian Strategy, Entrant, 2018

Carlsberg-owned Connor’s Stout Porter used a multichannel approach to try to challenge Guinness’s dominance in the Malaysian market.

KFC: Golden Prawn System (GPS)

Case Study • Phoenix Tang, Chan Su Ling, Galen Lau, WARC Prize for Asian Strategy, Entrant, 2018

Family-centric quick-service food brand KFC used a multi-media campaign to launch a new product variant and increase family footfall in Malaysia.

Listerine: Talk to the max, prosper to the max

Case Study • Chan Su Ling, Nichelle Ng, Chung Ru Zen, WARC Prize for Asian Strategy, Entrant, 2018

Mouthwash brand Listerine used an innovative media mix to reverse its sales decline and grow the category in Malaysia.