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KFC: The Other Sanders

Case Study • Vikraman Raja, Hajar Yusof, WARC Awards, Shortlisted, 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.

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.

KFC: The Burger Wars

Case Study • Vikraman Raja, Hajar Yusof, WARC Awards, Shortlisted, 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.

KFC: Anything is better with KFC Golden Egg Crunch

Case Study • Galen Lau, Alyafarah Zainudin, Phoenix Tang, WARC Awards, Shortlisted, 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.

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.

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.

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.

Lexus: Every moment holds a little delight

Case Study • Candy How, Rachel Chew, WARC Prize for Asian Strategy, Entrant, 2018

Malaysian biscuit brand Lexus gained penetration and market share by running a multimedia campaign around a new product launch focusing on mothers and families.

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.

Shell Select: Refreshing Moments

Case Study • Chan Su Ling, Danesh Asokkumar, WARC Prize for Asian Strategy, Entrant, 2018

Shell Select – the petrol station convenience store – ran a multichannel campaign to increase footfall and boost sales in Malaysia.

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.

Shell Select: Celebrating 125 years of Shell with Boey water2go

Case Study • Chan Su Ling, Danesh Asokkumar, WARC Prize for Asian Strategy, Entrant, 2018

Shell Select – the petrol station convenience store – used limited-edition specially designed bottles of its own-brand water as a promotion to drive footfall and increase profit margins in Malaysia.

YouGov Ad of the Month – Malaysia: Shokubutsu

Opinion • BrandIndex, November 2018

This month, toiletries brand Shokubutsu is the brand which has achieved the highest uplift in its Ad Awareness over the past month.

JP Series: A digital branding campaign for room air conditioners in APAC

Case Study • Kento Sakuma, Nick Ashley, Mamoru Kotani, Kohei Matsui, WARC Prize for Asian Strategy, Entrant, 2018

Mitsubishi Electric, an appliances manufacturer, used a TV ad to increase sales of its new JP series air conditioner across Asia.

KFC: Olé Olé Hour

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

Quick-service food brand KFC launched a fun gameshow-based campaign in Malaysia to raise brand awareness and increase sales in a competitive sector.

PlayStation: Play Everything

Case Study • Abigail Kwek, Natalie Gruis, WARC Prize for Asian Strategy, Entrant, 2018

Gaming console brand Sony PlayStation used mobile, outdoor, print, online, in-store, on-ground and social activations to launch its PS4 console in key Southeast Asian markets and convince families and casual gamers to purchase and play.

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.

Gen Z: Redefining authority

Article • Susie Hogarth, Bronwen Morgan, Michelle Fan, Anna Wilmot, Matthew Taylor and Tarek Chaudhury, Admap Magazine, December 2018

Summarises the key findings from strategic insight consultancy Flamingo's new report, which looks at Generation Z and their expanding notions of authority.
Martech: 2019 and beyond

Data • WARC Data, September 2018

Discusses the findings of a recent research project carried out in conjunction with Moore Stephens, that took the form of an online survey of more than 800 brands and agencies based in the Americas, Europe and APAC.
Savlon: Healthy Hands Chalk Sticks

Case Study • Cannes Creative Lions, Grand Prix, Creative Effectiveness Lions, 2018

Savlon, a hygiene brand, affected change in the behaviour of Indian primary school children by introducing and promoting an innovative product in a fun and memorable way.
The future is voice: How voice technology is changing the world of people and brands

Research Paper • Arpapat Boonrod and Prachawan Ketavan , ESOMAR, APAC, 2018

Provides suggestions on how brands can build stronger and more meaningful relationships with consumers, through understanding how new technologies – and voice technology in particular – are affecting people in the digital era.
Major advertising trends: Insights from Sir Martin Sorrell

Article • Stephen Whiteside, Event Reports, Techonomy NYC 2018, May 2018

Sir Martin Sorrell, the ex-CEO of holding company WPP Group, believes several fundamental trends are transforming the advertising industry.
2018 social media trends: Instagram, influencers and Facebook

Article • Anna Hamill, Event Reports, Socialbakers Social Media Summit, March 2018

With the rise of new platforms such as Instagram Stories and the increased challenges of perennial brand favourites such as Facebook, the future of social media in the next 12 months is uncertain.