Advertising best practice, evidence and insights

Case Study • Hajar Yusof, WARC Awards, Shortlisted, Effective Social Strategy, 2020

Mamee Monster the snack noodle brand targeted a new audience of millennials with a FOMO-inducing eating challenge in Malaysia.

Listerine: Sebarkan Kata Seharum Bunga – Spread Good Words as Fragrant as Flowers

Case Study • Su Ling Chan, Chia Yuin Chow, Calvin Tan, WARC Awards, Shortlisted, Effective Social Strategy, 2020

Mouthwash brand Listerine achieved its highest Ramadan market share for three years with a campaign that used TV, digital, social media and in-store activity to persuade Malays in Malaysia to spread more positivity during the holy month.

KFC: How KFC's #1 fan charmed millions

Case Study • Hajar Yusof, WARC Awards, Shortlisted, Effective Social Strategy, 2020

KFC the fast food brand used a comedic take on a social influencer to drive affinity with millennials in Malaysia.

Unilever Malaysia: Unilever Makes You The Steadiest Football Zombie

Case Study • Chiann Yi Cheah, Galen Lau, Victoria Kovalan, WARC Awards, Shortlisted, Effective Social Strategy, 2020

FMCG brand Unilever boosted sales of its male grooming products and brand engagement among male football fans in Malaysia.

Collaborative marketing during the COVID-19 crisis – how should brands work together?

Article • Diana Boo, WARC COVID-19 Series, April 2020

Lazada Malaysia CMO Diana Boo offers a framework for fellow marketers on collaborative marketing during a pandemic and advocates for an approach that looks beyond spotting new consumption trends and profit.

OldTown White Coffee: Anything is Pause-able

Case Study • Su Ling Chan, Galen Lau, WARC Awards, Shortlisted, Effective Content Strategy, 2020

Coffee brand OldTown White Coffee increased sales and market share by targeting millenials with a multichannel campaign.

ookyo: Gaming the telco ecosystem

Case Study • Sheryl Tan, WARC Awards, Shortlisted, Effective Content Strategy, 2020

Digital prepaid brand ookyo gamed the eSports space to its advantage to increase brand awareness and boost sign-ups in Malaysia.

Cadbury Dairy Milk: Glass and a half in everyone

Case Study • Arindam Chatterjee, WARC Awards, Shortlisted, Effective Use of Brand Purpose, 2020

Cadbury Dairy Milk (CDM), the chocolate brand, championed its historical spirit of generosity through a new brand platform to grow market share and brand equity in Indonesia.

Maxis: The Unheard Prayer

Case Study • Siddhant Lahiri, Dhruv Rao, Kunal Roy, WARC Awards, Shortlisted, Effective Use of Brand Purpose, 2020

Malaysian telco Maxis realised deaf people could not hear the call to prayer during Raya and set out to find a technology-based solution.

Ford Ranger Malaysia: Crash Test Drive

Case Study • Su Ling Chan, Danesh Asokkumar, WARC Awards, Shortlisted, Effective Innovation, 2020

Auto brand Ford increased sales of its Ranger pick-up truck in Malaysia by rolling out a VR test-drive experience.

OOH on hold as brands wait out extended movement control measures in Malaysia

News • 01 April 2020

With the Movement Control Order (MCO) – initially implemented to slow down the spread of COVID-19 – in Malaysia now extended to 14 April, the market's OOH players are stuck in a holding pattern as brands defer campaign launches.

New Malaysia study sheds light on OOH effectiveness

News • 27 March 2020

If you want consumers to recall a brand, leave your static out of home (OOH) ad up for longer, preferably more than 18 months, a new study in Malaysia concludes.

Tesco: Unforgettable Bag

Rankings • WARC Effective 100, 2020

Tesco, the supermarket chain, created behavioural change in Malaysia by rewarding those who reused their shopping bags.

Brands should not ignore nuances of the Ramadan journey: ADA

News • 12 March 2020

Brands often make the mistake of creating a single message that they simply flip from subdued to celebratory between Ramadan and the Eid al-Fitr festive periods, according to digital agency ADA.

Shell: Retail T3

Rankings • WARC Media 100, 2020

Shell, the oil and gas company, increased visits to its petrol stations in Malaysia by optimising its digital display ads with location data.

Digital OOH enjoys growth in Malaysia

News • 21 February 2020

Malaysia 2019 OOH Adex Report by AIMs Research shows that while advertising expenditure (adex) for outdoor advertising remains consistent at 8% of the total industry adex, the market share of digital billboards increased from 2% in 2018 to 3% in ...

YouGov Ad of the Month – Malaysia: Clinique

Opinion • BrandIndex, January 2020

During December, skincare and cosmetics brands Clinique was the brand that achieved the highest uplift in its Ad Awareness.

Malaysians hold back on discretionary spending in 2020

News • 12 December 2019

Malaysians are being more fiscally prudent heading into 2020, choosing to defer spending on discretionary products, according to the latest Consumer Sentiment Index from the Malaysia Institute of Economic Research.

The war of Malaysia’s e-wallets

News • 04 December 2019

Businesses looking to expand in Malaysia need to offer digital wallet payment options, as these cover a much greater proportion of the population than credit cards.

Five payment trends to watch out for in Malaysia

Article • Low Lai Chow, Event Reports, E-commerce Expo Asia, October 2019

Johnny Chong, head of sales at iPay88 Holding provides an overview of the payments landscape and highlights some untapped opportunities for businesses looking to grow.

Shell: Closing the online to offline loop with smart use of data

Case Study • Hong Tran, Clarissa De La Paz, Maaz Khan, Joanna Mary, WARC Media Awards, Shortlisted, Best Use of Data, 2019

Oil brand Shell implemented an innovative audience-targeting framework in Malaysia to investigate whether tactical promotions work and, at the same time, increase fuel sales and grow brand preference.

Malaysia Airlines taps nationalist sentiment with Fly Malaysia brand campaign

News • 18 October 2019

Malaysia Airlines has launched a new logo and brand campaign, called ‘Fly Malaysia’, aimed at drumming up inbound and domestic travel in support of Visit Malaysia 2020.

Maybelline: Maybelline FitMe Squad

Case Study • Su Ling Chan, Vivien Loh, Kylie Chong, WARC Prize for Asian Strategy, Shortlisted, 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.

PruBSN Warisan: Always by your side

Case Study • Galen Lau, Alyafarah Zainudin, WARC Prize for Asian Strategy, Entrant, 2019

Insurance company Prudential BSN created Warisan, a life insurance product suitable for Muslims in Malaysia, designed to leave an inheritance upon death in the form of a gift.

KFC: Anything is better with KFC Golden Egg Crunch

Case Study • Galen Lau, Alyafarah Zainudin, Phoenix Tang, WARC Prize for Asian Strategy, Silver, 2019

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