Advertising best practice, evidence and insights

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.

Unilever Male Grooming: Total Men – Be the Coolest Football Zombie

Case Study • Mochammad Iqbal, WARC Prize for Asian Strategy, Entrant, 2019

Unilever tapped into World Cup fever with a contextual content campaign aimed at male football fans to increase sales of its grooming products in Malaysia.

Tesco: Move ROLVA to Tesco

Case Study • Kartini Tapubolon, WARC Prize for Asian Strategy, Entrant, 2019

Retailer Tesco created ROLVA, an effective, data-driven tool that helped it drive consumers in Malaysia away from the giant competitor stores encroaching on its market share.

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.

Boost: Building an e-wallet ecosystem from the ground up

Case Study • Stephanie Caunter, Norshiha Tahir, WARC Prize for Asian Strategy, Entrant, 2019

e-wallet app Boost partnered closely with adaAsia's proprietary data management platform Xact to create an agile data-driven campaign and build its user base in Malaysia.

Maxis HuatAR: Interview with a Lion

Case Study • Galen Lau, Su Ling Chan, WARC Prize for Asian Strategy, Entrant, 2019

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

Milo Malaysia: Breakfast

Case Study • Arindam Chatterjee, Sohini Das, WARC Prize for Asian Strategy, Entrant, 2019

Milo, the market leader in health food drinks in Malaysia, gained new consumers by positioning itself as a more nourishing energy option for school children than milk.

IPC Shopping Centre: The Mood Menu

Case Study • Sabrina Jamaludin, Daniel Olivan, Taryn Mook, WARC Prize for Asian Strategy, Entrant, 2019

IPC Shopping Centre developed an app based around music and eating habits to refresh its brand identity and drive visitor numbers in Malaysia.

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.

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.

Anchor Beer: The Shortest CNY Ad

Case Study • Su Ling Chan, Simon Yong, WARC Prize for Asian Strategy, Shortlisted, 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.

Nippon Paint: Child Wellness Range

Case Study • Su Ling Chan, Chow Chia Yuin, WARC Prize for Asian Strategy, Entrant, 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.

Dissecting loyalty in Malaysia

News • 06 September 2019

Price, quality and “the Amazon effect” are all factors that play into brand loyalty in Malaysia, according to researcher Nielsen, while Google-sponsored research shows a wide take-up of loyalty and rewards schemes.

YouGov Ad of the Month – Malaysia: Milo

Opinion • BrandIndex, September 2019

During August, chocolate malt drink Milo is the brand which has achieved the highest uplift in its Ad Awareness over the past month.

Tesco: Unforgettable Bag

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.

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 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.

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.