Advertising best practice, evidence and insights

Case Study • Hajar Yusof, WARC Awards, Grand Prix, 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.

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.

Mamee Monster: The Return of an Icon

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.

Bad Lab: Man-gineered

Case Study • Edmund Hon, Vinod Manoharan, WARC Awards, Entrant, Effective Innovation, 2020

Bad Lab the men's personal care brand disrupted the market in Malaysia with its new range designed especially for men.

Vinda Deluxe: The Malaysian Cause

Case Study • Vinod Manoharan, Edmund Hon, WARC Awards, Entrant, Effective Use of Brand Purpose, 2020

Vinda Deluxe, the tissue brand, grew sales and brand scores in Malaysia by connecting their key product attribute with a consumer insight.

Honda: Honda SENSING Cart

Case Study • Mark Leong, David Lim, WARC Awards, Entrant, Effective Innovation, 2020

Auto manufacturer Honda hit on an innovative way to simulate a test drive that allowed it to reclaim market share and demonstrate to Malaysian consumers how advanced safety technology can benefit drivers.

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.

Ensure: Abbott Ensure Muscle Math

Case Study • Milan Agnihotri, WARC Awards, Entrant, Effective Social Strategy, 2020

Nutrition supplement brand Ensure Gold created an innovative social campaign in Malaysia to educate consumers and increase market share.

Dove Dermaseries: Identifying the Unidentified

Case Study • Mochammad Iqbal, WARC Awards, Entrant, Effective Innovation, 2020

Dove DermaSeries the skincare company identified its key audiences by combining lookalike and smart use of data modelling in Malaysia.

100Plus: Aktifkan Potensimu (Activate Your Potential) – AME 2019

Case Study • Su Ling Chan, Danesh Asokkumar, Nichelle Ng, WARC Awards, Entrant, Effective Content Strategy, 2020

Isotonic drinks brand 100Plus increased sales and reach among millenials in Malaysia through a collaboration with an upcoming band.

Maxis: Dooit for Family

Case Study • Galen Lau, Ng BeeNee, WARC Awards, Entrant, Effective Social Strategy, 2020

Telecoms network Maxis teamed up with mobile live-streamed trivia game Dooit Live to increase sign-ups in Malaysia.

Rexona: Move Yang Betul

Case Study • Mochammad Iqbal, WARC Awards, Entrant, Effective Social Strategy, 2020

Deodorant brand Rexona used a hyper-adaptive creative solution to leverage its partnership with the English Premier League and improve brand awareness in Malaysia.

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, Bronze, 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, Bronze, 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.

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