Intel: The Great Pre-Cup Fever Digital Activation
THE INSIGHT:
Like other countries around the world, Malaysians hold football in the highest esteem. During the football season,
multitudes will hang out at their favourite 'mamak’s and restaurants to catch the game, and give a shout of jubilation
when a goal is scored.
As the official technology partner of FC Barcelona, INTEL will enable the club to be one of the most technologically
advanced soccer clubs in the world.
AND with Brazil 2014 just around the corner, the timing couldn’t be better for INTEL to push forth a Football-related
initiative.
So how do we get this off the ground?
THE IDEA:
Introducing The Great Pre-Cup Fever. Leveraging on the pre-world cup buzz, we organised the first-of-its-kind cross-platform futsal tournament requiring participants to be actively involved online with their fan base and on ground for more winning chances!
Maggi: The Stock Market
Facebook App
THE IDEA:
To promote MAGGI’s range of concentrated liquid stock and increase engagement on MAGGI Singapore’s Facebook page, we
created a fun, cheeky app that encourages users to frequently visit and share the page with their friends.
HOW DOES IT WORK?
To participate, users are required to ‘like’ the MAGGI Singapore Facebook page. They then get to select their preferred stock to “invest” in. Once they earn a share in their chosen stock, they need to earn more shares by sharing the app with up to 10 friends per day. Each time a friend earns a share, the user gets a share too.
The value of a user’s chosen stock may also rise or fall throughout the duration of the campaign, depending on the latest events reported in the Market Buzz daily. These events are written in a witty, entertaining manner to keep users interested.
For example: “105-YEAR OLD’S SECRET TO LONGEVITY REVEALED! Local 105-year old man credits his long life to being vegetarian. MAGGI Concentrated Vegetarian Stock shares rise as more and more people start following the vegetarian route.”
By the end of the campaign period, users will be rewarded with a cash voucher, with its value determined by the amount of shares accumulated.
Lactacyd: "Bold pHantasies" Online Engagement
THE INSIGHT:
Lactacyd feminine hygiene wash is formulated to help maintain the natural pH of a woman’s intimate area. As an emotional
connection to the brand, we promote that a complete beauty regime with Lactacyd makes a woman more confident and bold to
take on any challenge ahead of her.
THE IDEA:
As part of a year-long campaign to expand the brand’s digital presence, we developed a simple yet engaging online game as a contest to reward 6 loyal Lactacyd users with an exhilarating dream experience. Combining the insight with a play on the word “pH”, the “Bold pHantasies” contest was born.
Publicis "Ma Race 2014"
Digital Engagement
THE INSIGHT:
According to the Chinese calendar, year 2014 was the Year of the Horse. As we wanted our beloved colleagues at Publicis
to usher in the Chinese New Year with an abundance of fun and prosperity, we created a horse racing game – a game that
allows fellow colleagues to place “bets” on a horse and stand a chance to win exciting gift vouchers.
THE IDEA:
We called it the “Ma Race 2014”, as the word “ma” stands for “horse” in the Chinese language.
6 racehorses were created, each with a personalised name and winning character – written in a humorous and quirky tone. Every day (for a period of one week) before the race is played out on the communal TV, employees in Publicis are required to place their bets by either scanning the QR code of his/her chosen horse or by logging in to the game microsite to do so.
With 100 “kam"s ("kam” = Mandarin orange/gold in Chinese) as chips to bet on their favourite horses, participants must accumulate as many "kam"s as possible by the end of the week in order to be the Top 3 winners.
Jeep Relaunch in Malaysia Digital Activation
THE CHALLENGE:
With more than a decade-long hiatus in the local automotive industry, how do we reignite the Jeep brand and rebuild its
presence in the Malaysian market?
THE INSIGHT:
With its legendary heritage, Jeep has been an iconic brand that is well-known and loved throughout the years. What better way to reinforce the credibility of the brand than to let previous/current Jeep owners share their Jeep stories through an engaging digital activation?
THE IDEA:
Digital activation – “Freedom Stripes”
Owning a Jeep is something to be proud of. But what makes a Jeep owner proud to be one are the “battle scars” – or to us, the “freedom stripes”; on his Jeep. Mud stains, scratches, dents, “trophies” collected from an adventure – these are signs of masculinity and toughness.
They are “proof” that these owners have been out there, seeking for adventures and living free. And each of these freedom stripes has its own story to tell.
Harian Metro "Lagi Gempak!" Campaign (Malay)
THE IDEA:
Harian Metro has always been widely read for its extensive coverage of sensational news.
Building on this USP, a campaign was created to show consumers just how passionate and dedicated
Harian Metro reporters are to hunt for extreme, dramatic and sensational news.
To do this, 3 main characters were introduced: 1) Crime Reporter, “Si Horatio”,
2) Bizarre and Supernatural Occurrences Reporter, “Pawang Rock”, and
3) Disaster and War Reporter, “Helang Hitam”. Their portfolios were written in a humorous
way that reflects the great lengths they’d go through just to get you your daily dose of sensational news.
Billboards and LRT pillars also feature the reporters claiming that,
“wherever there's danger and drama, they’d be there to cover the news".
In a slight twist, LRT handrail grips, side panels and overhead panels feature inquisitive
statements that encourage people to stop, look around their surroundings and think…because
sensational news can happen anywhere at anytime…to anyone.
New Straits Times: "Viral Outbreak" Radio Ad
THE IDEA:
Using the cocktail party effect, we utilised the left and right stereo channels to play two conflicting reports at the
same time. Listeners could choose a side by tuning in to the left or right speaker. This creates a truly interactive
radio commercial to drive home a point - that what you need is one reliable source of information: The NST.
Lucideas Creative Superhero Namecards
THE IDEA:
At Lucideas Creative, everyone is a superhero - they bring forth unique capabilities (or in this case, “super powers”)
to produce great creative work.
Based on this concept, I came up with the “Super Power” and the “Mission” to link each individual’s talent with the
superhero they wish to be associated with.
Kiwi "Shine At Work" Interactive Campaign
THE CHALLENGE:
Stirring awareness and interest among the younger working adults for a shoe shine product
- a product that is overlooked
by many of them in this day and age.
THE IDEA:
“THAT’S MALAYSIAN OFFICE FOR YOU-LAH!” website. A website that works on the idea of helping working adults get ahead at work. In other words, ways to “shine at work” - a fun, interactive idea that subtly ties back to the product’s main attribute, which is “shine”.
I initiated the first stages of this website, from the name (That’s Malaysian Office For You-Lah!) to the various contents (Attire for Surefire Success, Kowtow-Worthy Career Tips, Get-Ahead Gimmicks, Bust the Office Blues) to the comic scripts featured under “Bust the Office Blues”.
Kurnia Insurans Annual Report 2009
THE IDEA:
Lightening things up for an annual report, visuals of hardworking bees are used
to represent the relentless efforts and strong teamwork of the company. This idea is
complemented by a play of the word ‘be’ in each headline for the cover and separators.