HERE`S - Marketing Magazine

Transcription

PROGRAMME GUIDE
SHARING IS LEARNING!
19 & 20 MAY, 2016
GRAND BALLROOM, EASTIN HOTEL, PETALING JAYA.
WWW.APPIES.COM.MY
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THE APPIES 2016 MALAYSIA : SHARING IS LEARNING
"Cl ar i t y i n t he Ob j ect i ve statemen t
i s fun d a m ent al . If th i s i s n ot cl ear,
t h e s o lut io n s w i l l n ot b e cl ear as
wel l . I t is a ls o i mp or tan t to j ux t ap ose
t h e ex p ec ted outcome ag ai n st th e
obj ec t ive s t a temen t so t h at you can
ga ug e if t he s trateg i es are al i g n ed .
It ' s a b i t like l ooki n g t h roug h th e
s c op e of a s n i p er' s ri f l e."
Mohamed Adam Wee Abdullah
Chief Judge, APPIES Malaysia 2016
Group CMO, CIMB Banking Group
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PRESIDENT'S MESSAGE
Following a seven-year track record in
Singapore, the highly acclaimed APPIES – the
annual festival showcasing the best ideas in
marketing across Asia – has now launched its
Malaysian edition.
For the first time ever, APPIES Malaysia will
a host a two-day Marketing Conference and
Awards event on May 19 & 20, 2016 at the
Eastin Hotel in Petaling Jaya.
Recognising and celebrating the most
brilliant and inspirational ideas in marketing
communications, APPIES Malaysia is an
annual festival of the best marketing ideas.
Held over two days, it is organised by
MARKETING magazine.
What also sets The APPIES apart from
other events is that each featured campaign
is presented Live by the brand marketers and
campaign creators themselves before a panel
of judges and an industry audience.
Only outstanding campaigns that have a
unique marketing success story will go on to
win the APPIES Gold or Silver trophies.
The APPIES goes beyond conventional
format comprising of a 4-minute creative
reel summarising the overall marketing
campaign, followed by a 6-minute oral
presentation highlighting significant aspects
of the campaign. The presenter then fields
questions about the campaign from judges
and the audience in a 20-minute Q&A
session.
The APPIES Malaysia theme for 2016 is
about SHARING!
Leading brands like P&G, Mondelez
International, Google, IKEA, Unilever, Amazon,
Shangri-La Hotels & Resorts and Asia Pacific
Breweries have all won at The APPIES over
the years.
Led by Chief Judge of APPIES Malaysia
2016 Mohamed Adam Wee Abdullah, Group
CMO of the CIMB Banking Group, entries will
be judged by a panel of 21 judges, a C-suite
A-list filled by the Who's Who in the marketing
fraternity across Malaysia and the region.
So let's raise the game this year and let
your campaigns create marketing history!
award programmes, providing a leading
knowledge-exchange platform as it includes
special events such as Keynote Sessions on
relevant industry topics.
Known as the 'TED of Marketing', campaign
entries are presented in an interactive
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Harmandar Singh
KEYNOTE SPEAKERS
Dato’ Sri Shazalli Ramly
Henry Tan
Aseem Puri
Chief Executive Officer, Celcom AXIATA
Chief Operating Officer, Astro
Regional Brand Director, Unilever Asia
PANEL SPEAKERS
Brett Watson
Subhendu Mukherjee
T H Chong
Srikanth Ramachandran
SEO & SEM Specialist
Marketing Inc
Director - The Tenth Floor
Digital Data Driven Decisions
Group Director
Astro Media Sales
Executive Director
Moving Walls
ADVISORY COUNCIL
Harmandar Singh
Goh Shu Fen
Mohamed Adam Wee Abdullah
PRESIDENT
APPIES Malaysia
ADVISOR
APPIES Malaysia
CHIEF JUDGE
Group CMO, CIMB Banking Group
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IMAGINE IF YOU HAD THE CHANCE
CHIEF JUDGE: Mohamed Adam Wee Abdullah, Group CMO, CIMB Banking Group
Adam oversees CIMB’s group-wide marketing and brand management function across all its geographies and business. He is
a veteran in the marketing field with a career spanning more than 25 years. Prior to joining CIMB, Adam was the Group Chief
Marketing Officer in Maybank Group from 2011 to 2015. He also held the position of Chief Marketing Officer of Sunrise
Berhad and before that, as Director of Brand and Advertising in ASTRO. Adam’s marketing experience also includes regional
marketing management for BMW Group’s regional headquarter based in Singapore, where he was responsible for marketing strategies
and activities for BMW Group distribution partners in 17 countries.
TO LISTEN AND LEARN FROM SOME
Abdul Sani Abdul Murad, Head of Marketing of HSBC Bank Malaysia
Sani, Head of Marketing at HSBC Malaysia, has been leading a team of marketing professionals at HSBC, HSBC Amanah
and HSBC Amanah Takaful for almost eight years. He was previously in FMCG marketing for over 10 years and served in
senior marketing roles at Unilever Malaysia and Thailand. Sani remains a branding stalwart in the Malaysian financial
services industry till today.
OF THE BEST MARKETING MINDS AND
Ben Mahmud, Head of Retail Marketing, Shell Malaysia Trading
Ben joined Shell Malaysia Trading Sdn Bhd in 1995 as a Non-Fuel Retail (NFR) Engineer and worked in a number of
roles in Malaysia, New Zealand and Australia. He has extensive experience in the petrol retail industry, especially category
management for motor oils and convenience retail. At the end of 2010, Ben took on the role of Cluster NFR Manager for
Malaysia, Singapore, Hong Kong and Brunei, and led a team of professional category managers drive the growth for the NFR
business. He is now the Head of Retail Marketing for Malaysia.
CAMPAIGNS IN THE COUNTRY. LISTEN,
Eric Wong, Marketing Director, IBM Malaysia
As Marketing Director at IBM Malaysia, Eric has over two decades of marketing experience in the IT industry covering
Asia Pacific countries and Malaysia. He was a jury for the Malaysian EFFIE Awards (2012 to 2014), presented at Content
Marketing Asia Masterclass 2014 Conference, ASLI’s Strategic Forum 2013, 9th Brandfest 2012 Conference, the 2nd
& 5th World Chinese Economic Forum, Atlas Copco’s WW Senior Management meeting on Client Centricity and PIKOM’s
Leadership Summit. He shares, “In today’s data-driven marketing approach, great marketing campaigns produces good results. Results
that are designed to happened and not by accident or chance.”
LEARN AND ASK QUESTIONS ABOUT THE
Fiona Liao, Chief Brand Officer of Prudential Assurance Malaysia
As Chief Brand Officer for Prudential Assurance Malaysia Berhad, Fiona has scored many firsts and has led her team to
numerous local and regional marketing award wins, including the 2010 Gold Effie award for Prudential’s PRUmy child
campaign. Her achievements include recognition at the 2013 World Marketing Summit where she was listed as one of the
50 Most Talented CMOs. A regular guest speaker at local and regional conferences, Fiona has served as a jury for various
industry awards such as Malaysia Effie, Campaign Asia-Pacific Agency of the Year Awards and Malaysia PR Awards.
S T R AT E G I E S , T H E T H I N K I N G , T H E
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O P PORTUNITIES, THE CHALLENGES,
Jasmine Lee, CMO, U Mobile Sdn Bhd
Spunky hair-styled Jasmine is a true blue marketing maven, shining as the Chief Marketing Officer of U Mobile Sdn Bhd for
three years now. Before that she spent three years with Air Asia as Commercial Director. Her experience spans CRM, Digital,
Mobile, Social, Advertising and Marketing. Jasmine also spent three years as Senior Manager for Digi’s Corporate Branding
and once launched a card-based loyalty program for Lancôme known as Privilege de Lancôme which continues till this day.
AND MOST IMPORTANTLY, DISCOVER
Jauhar Munir Shaikh, FVP, Brand Marketing for F&N Malaysia
Jauhar is an FMCG professional who has been associated with leading global MNC’s such as PepsiCo, Reckitt-Benckiser and
Fraser & Neave. He brings a rich 20-year work history that has taken him across geographies and diverse global markets.
Jauhar has in-depth knowledge with categories covering Foods & Beverages, Home, Health & Personal Care. His unique
commercial background spans Marketing, Sales & Franchise Business Development.
WHAT THE CAMPAIGN RESULTS WERE.
Loh Keh Jiat, Chief Marketing Officer, Digi Telecommunications Sdn Bhd
Loh was appointed Chief Marketing Officer on 30 March 2016. Prior to that, he was Chief Sales Officer. He has held other
various senior positions within the Marketing Division in his 10 years with Digi. These include Head of Postpaid, Head of
Corporate Strategy and Broadband, Head of Product Marketing, and Head of Channels and Regional Management. He has
more than 20 years of experience in the telecommunications and accounting industries, having held roles at PT Mobile-8
Tbk Indonesia and PricewaterhouseCoopers prior to joining Digi.
SO YOU KNOW ABOUT THE TED TALKS,
Mark Ng, ASEAN Marketing Director, Castrol BP
Mark is an industry veteran with more than 20 years in sales, marketing and general management. As the ASEAN Marketing
Director of Castrol BP, a leading global lubricants brand, he oversees business teams which had successfully delivered
marketing programs that won numerous awards across the region. His previous regional role for the brand also included
charting the business direction of 12 countries in the Asia Pacific region.
YA? YOU LOG IN TO GET INSPIRED ABOUT
Martin Soong, Marketing Manager of Fonterra Brands Malaysia
Martin Soong is Marketing Manager at Fonterra Brands Malaysia and was Marketing Manager for P&G Malaysia and
Singapore where he spent 10 years. A qualified Scout Coach, Martin now takes care of brands like Fernleaf, Calciyum,
Anchor, Chesdale and Perfect Italiano at Fonterra.
LIFE AND THE THINGS YOU LOVE MOST.
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HAVE YOU HEARD A TED TALK ABOUT
Matthew Ho, Regional Digital Marketing Director of Huawei Technologies Malaysia
Matt is the Regional Digital Marketing Director for Huawei Technologies Malaysia. He was previously General Manager
of MEC Malaysia, Trading Director of GroupM Malaysia and Head of Digital at MEC. A proven strong strategic thinker,
Matthew’s leadership brings passion to an industry where he revels as a Digital Evangelist. With Huawei, he has been tasked
to advance Huawei’s digital ambition for the region.
MALAYSIAN MARKETING SUCCESSES?
Nirinder Singh Johl, General Manager of Strategic Communications, Tenaga Nasional Berhad
Nirinder is General Manager for Strategic Communications at Tenaga Nasional Berhad. He has over 30 years of experience
in the electricity utility industry, mainly in the distribution, energy ventures and corporate communications division. Nirin
has spoken at various local and international forums, specifically on Utility Relationship Management (URM) and Utility
Marketing. His division in TNB is entrusted to manage all areas of communication to propel TNB as the Domestic Dominant
& Regional Champion utility company in Asia. HAVE YOU SEEN A TED TALK THAT LET’S
Noreen Sabrina, Head of Brand Communications - Malaysia Digital Economy Corporation (MDEC) In her role as Head of Brand Communications for Malaysia Digital Economy Corporation (MDeC), Noreen drives the corporate
brand positioning and MDeC experience through promotion, advertising, communications and events. This entails promoting
both technology industry initiatives to enhance the nation’s digital economy and advocating Malaysians to adopt the digital
ecosystem as the way to a better future.
YOU ASK QUESTIONS? AFTER THE TALK?
Pan Choi Yen, GM, Marketing of WIPRO-UNZA Malaysia
Choi Yen is General Manager of Marketing at Wipro Unza Malaysia and handles Safi, Enchanteur, Carrie Junior, Dashing,
Romano, Aiken and Nappikleen. She has almost 20 years of FMCG marketing experience having started at Dumex. Choi
Yen was also with GlaxoSmithKline Consumer Healthcare (M) Sdn Bhd where she served as Head of Marketing for Malaysia
and Singapore handling Horlicks and Ribena and subsequently as Category Development Director (Family Nutrition) Asia.
SOME PEOPLE SAY THE APPIES IS LIKE
Philip Whittaker, Group CMO of Themed Attractions & Resorts
Philip is loving what he is doing as the Group Chief Marketing Officer of Themed Attractions Resorts & Hotels Sdn. Bhd. He
has over 20 years’ experience in sports and entertainment marketing, working with leading international brands. Philip has
held senior marketing and commercial positions with Themed Attractions and Resorts, Warner Village Theme Parks, Warner
Bros., Consumer Products and the Goodwill Games, along with successfully establishing his own marketing agencies. THE TED OF MARKETING. BECAUSE AT
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THE APPIES YOU GET INSPIRED AND
Rizan Ismail, Head of Brand Management, PETRONAS
Rizan is a highly accomplished Head of Brand Management, Group Strategic Communications Division of PETRONAS, a
Fortune Global 500 multinational. With over 25 years’ experience in PETRONAS, he has consistently delivered positive
results in the areas of International Marketing, Risk Management, Trading, International Business and Brand Management.
Rizan started his formative years in the International Marketing Division, managing petroleum profit sharing contracts and
marketing Malaysia’s first ever crude oil to new emerging markets in China, Africa, South Asia and the Middle East. He oversees the group
brand strategy, strategic alliances (like motorsports sponsorship), and corporate advertising & promotion.
LEARN ALMOST THE SAME WAY. BUT
Santharuban T. Sundaram, Group Marketing Manager of Permanis Sandilands
Santharuban or Ruban has been in marketing for about 14 years. He is now Group Marketing Manager of Permanis Sandilands Sdn Bhd, in charge of brand marketing, events and sponsorship, public relations as well as new product development
for brands like Wonda, Calpis, Goodday, Mountain Dew, Revive, Tropicana, Pepsi, etc. Ruban has served Permanis for 7
years and was previously with ntv7, NSTP, WOW FM and Celcom Axiata. He has judged for award shows like the Effie, PMAA
Dragons of Asia, etc. The innovation and differentiation behind the launch of Wonda and Mountain Dew has won Permanis awards like
a Gold Effie in 2014, MMA Advertiser of the Year 2015, and Marketer of the Year at the AMEA 2015 awards.
THERE’S MORE... YOU GET UP CLOSE
Stephane Vilquin, Marketing Director, Campbell Soup Southeast Asia
Stephane has been Marketing Director at Campbell Soup Southeast Asia for almost fours years now handling Prego, Campbell
Soup, Kimball, Cheong Chan and Arnott’s. Stephane’s marketing career has seen him excel in the Campbell Soup Company,
Reckitt Benckiser and Kellogg’s offices in Paris, and L’Oréal (Belgium). In 2012, he volunteered for Friends-International
in Cambodia helping marginalised children and youth build their futures.
WITH THE PRESENTERS, YOU CAN ASK
Syahar Khalid, Digital Engagement Manager, Nestlé Products Malaysia
Syahar, Digital Engagement Manager at Nestlé Malaysia, was a previous APPIES Asia judge and knows the process inside
out. Formerly Head of Advertising & Promotions at Malaysia Airlines for nine years, he was also Assistant Director of International Marketing (Northern Europe) for Tourism Malaysia for four years working with offices in United Kingdom and
Scandinavia on Destination Malaysia marketing.
QUESTIONS AND WHAT THEY ARE SAYING
Vincent Chong
Marketing Director
Unilever Malaysia
IS RELEVANT TO WHAT YOUR JOB IS ALL
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ABOUT, GREAT ADVICE YOU CAN TAKE
Zaki Zin, Marketing Director, Wyeth Nutrition Malaysia
As Marketing Director for Nestlé company Wyeth Nutrition Malaysia, Zaki Zin has been having a challenging marketing
career for the last 15 years. In the first 10 years, he was in pharmaceutical marketing (Roche, Organon, Wyeth/Pfizer),
a scientifically-driven and tightly regulated industry. He succeeded in an industry where tight regulations force one to be
creative within the compliance boundary. In the last 5 years, Zaki has steered the growth of the Infant Formula and GUM
business at Wyeth Nutrition.
HOME IMMEDIATELY... YES, INSTANT ROI!
Zalman Aefendy Zainal Abidin, CMO of Celcom AXIATA
Zalman, Chief Marketing Officer Celcom AXIATA Bhd, has been in telco marketing for 20 years and at Celcom for more than
12. He believes the industry has reached a point where the power to influence communication is now in the hands of the
consumer, and marketers need to creatively engage the customers on their terms while delivering key messages.
PEOPLE ALSO SAY THE APPIES IS LIKE A
"Continuous innovation in marketing approaches to make it memorable to consumers
who are exposed to numerous messages and content is key. One needs to make the
audience part of the campaign, as everyone wants a say about your marketing and
brand. You need to collaborate with them."
Ben Mahmud, Head of Retail Marketing, Shell Malaysia Trading
2-DAY MBA IN MARKETING. YES... MBA.
"The ability of each campaign to connect deeply with consumers, to deliver scale and
translate attention to a purchasing decision while staying true to the brand promise is the
new mantra. These principles deliver stronger brand equity. Each campaign idea should cut
across all media and channels to deliver the strongest results and cut-through."
Vincent Chong, Marketing Director, Unilever Malaysia
WHY, YOU ASK? WHY NOT? HERE'S WHY...
"Across Malaysia, the marketing and advertising fraternities continue to raise the bar in developing
and delivering exceptional ideas that inspire. The APPIES provides that platform to recognize the
immense creativity and talent within our industry and I’m looking forward to be amazed by the
pioneering work that has been done over the last year."
Matthew Ho, Regional Digital Marketing Director, Huawei Technologies Malaysia
BECAUSE YOU GET TO ENRICH
10 THE APPIES 2016 MALAYSIA : SHARING IS LEARNING
YOUR BRAIN POWER WITH OVER 30
"An excellent opportunity to review some of the best creatives and marketing campaigns in
Malaysia. A great platform to benchmark what marketing campaigns Malaysia is producing
versus the rest of the world."
Eric Wong, Marketing Director, IBM Malaysia
MARKETING CASE STUDIES ACROSS 6
"I’m expecting to be blown away! I look forward to see Malaysia’s best agencies and businesses
showing off their most creative and exciting ways to engage their audiences effectively."
Noreen Sabrina, Head of Brand Communications - Malaysia Digital Economy Corporation
(MDEC) INDUSTRY CATEGORIES. AND IF YOU
"I am very excited to be judging at APPIES Malaysia because it will be a great opportunity to
view all the great work our fellow Malaysian marketers are producing. It is a great platform
for the leaders in the industry to come together, deliberate, recognize and celebrate great
campaigns." Fiona Liao, Chief Brand Officer, Prudential Assurance Malaysia
T H I N K M B A s A R E M O R E T H A N T H AT,
"I look for campaigns which are built on strong consumer insights and are have a
powerful creative idea that ultimately delivers a commercial return."
Philip Whittaker, Group Chief Marketing Officer, Themed Attractions & Resorts.
YOU ARE RIGHT. BUT DO YOU HAVE 24
"Successful campaigns that effectively deliver their core messages and achieve brand/
business objectives in the most cost effective way are what I will be looking out for."
Mark Ng, ASEAN Marketing Director, Castrol BP
MONTHS ON YOUR HANDS? DO YOU?
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NOW
IMAGINE
ALL
THIS
HAPPENING
"The APPIES brings about a fresh approach. The shortlisted nominees are required to present their
campaigns in person and this allows for interaction directly between the people who worked on the
campaigns and the audience. I am looking forward to learn a thing or two from all the presenters who will
be sharing the background and ideas behind the campaigns nominated.”
Santharuban T. Sundaram - Group Marketing Manager, Permanis Sandilands
O N M AY 1 9 & 2 0 I N P E TA L I N G J AYA .
“I hope to find an Ace in terms of being on brief to address a business challenge, be fresh and
innovative, plus have an impressive ROI to boot. I want to celebrate exemplary work, get to know
more talented professionals and to be challenged in my thinking.”
Pan Choi Yen - GM, Marketing of WIPRO-UNZA Malaysia
22 MALAYSIAN MARKETING THOUGHT
"I enjoy impactful creations (especially funny ones)! But I also wonder what is the key message and if it
is meaningful for the brand, not an easy exercise sometimes… I expect to assess the great campaigns
presented by talented teams which will be a true pleasure, and this hopefully will also inspire me.”
Stephane Vilquin - Marketing Director, Campbell Soup Southeast Asia
L E A D E R S J U D G I N G , TOP KEYNOTE
“I hope to see messages that cut through effortlessly and are easily understood by the target
audience. The APPIES will be a personal enrichment and self-fulfilment experience for me where I
can take lessons from judging all the great and successful products and campaigns.”
Zaki Zin - Marketing Director, Wyeth Nutrition Malaysia
PRESENTATIONS, FROM PEOPLE WHO WILL
TELL YOU WHAT Y O U M U S T K N O W , N O T
12 THE APPIES 2016 MALAYSIA : SHARING IS LEARNING
J U S T W H AT Y O U N E E D T O K N O W.
TOP GLOBAL AND LOCAL BRANDS WILL
BE PRESENT. YOU WILL NEVER FIND ALL
THIS BRAIN TRUST IN ONE PLACE!
WWW.APPIES.COM.MY
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CAMPAIGN
CONSUMER DURABLES
GET CHERAS TO CHERAS
BBH SINGAPORE /IKANO PTE LTD
AGENCY BBH SINGAPORE
JOSIE KHNG Social Media Strategist
KENG CHIEN Hong Copywriter
CLIENT IKANO PTE LTD
TZE KUEN YEONG Head of Marketing
TRACY PANG Marketing Manager
KAREN NG Regional Digital Manager
DORIS CHIN Assistant Marketing Manager
CAMPAIGN SYNOPSIS
After 20 years, IKEA was opening its new store in Cheras,
an underdeveloped area in KL with no easily accessible
public transport.
To ensure Malaysians remembered the store’s location,
we created a pop song with puns using IKEA furniture
names. The song was so entertaining and catchy, no one
could forget the store’s location. Overnight, “Get Cheras to
Cheras” became a national catchphrase.
The video garnered 1.3 million views in total on our social
platforms. We achieved 46% above target footfall on the
opening day, which is 1.5x higher than an average day at
IKEA Damansara.
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Presenter
KC HONG
Copywriter, BBH Singapore
Presenter
JOSIE KHNG
Social Strategist, BBH Singapore
CAMPAIGN
FOOD & BEVERAGES
CATINUM CARD
BBDO/SHEBA
AGENCY BBDO
CK TAN Executive Creative Director
ADAM CHAN Creative Director
LIEW WAI SIM Senior Account Director
KOH SHING YEE Account Manager
CLIENT SHEBA
HELEN HIDVEGI Marketing Director – Mars Petcare SEA
KHACHITPORN KRUAJARUSKUL Senior Brand Manager
CAMPAIGN SYNOPSIS
Presenter
ANIRBAN GANGULY
Chief Innovation & Strategy Officer,
BBDO
To build brand awareness for Sheba and to drive product
desirability, we created a story of a cat. A cat that would be
the envy of the Malaysian cat loving population and deliver
the premium luxury Sheba brand experience. The story
revolved around the life of a Sheba indulging cat. A cat that
lived in opulent luxury, courtesy of the mysterious Sheba
status symbol; The Sheba Catinum Card. The campaign
introduced Jude Paw revealing to cats everywhere that
the source of all his luxury, the Sheba Catinum Card, is up
for grabs. The Catinum card campaign, drove the Sheba
brand experience successfully as Jude Paw finally chose his
worthy successor and handed over of the card in a grand
ceremony.
LET'S BE FRIENDS
BBDO/ THE WRIGLEY
COMPANY MALAYSIA
AGENCY BBDO
YEE LIN TZE Senior Account Manager
MAVERICK TEH Account Executive
ALICIA HEW Copywriter
AMANDA KOK Art Director
CLIENT THE WRIGLEY COMPANY MALAYSIA
TRACY SOH Brand Manager
SHERYL LOW Assistant Brand Manager
CAMPAIGN SYNOPSIS
Gum is the new Hello!
Wrigley’s Doublemint had to overcome the challenge of
“out of sight – out of mind” (can’t find it, don’t think of it!!)
to connect with the Malaysian youth.
Presenter
ANIRBAN GANGULY
Chief Innovation & Strategy Officer,
BBDO
The Doublemint campaign set about to position itself top
of mind amongst the youth headspace by tapping into
the desire of a Malaysian youth to make new friends and
encouraging them to go out of their comfort zone to start
a conversation and strike a friendship with someone new.
The brand became the icebreaker and in doing so struck a
cord and achieved its stated business objectives.
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CAMPAIGN
FOOD & BEVERAGES
HOW WONDA OWNED A DAY
DENTSU MALAYSIA/PERMANIS SANDILANDS
AGENCY DENTSU MALAYSIA
GERARD LYE Group Account Director
MARK KARMEN Senior Account Manager
LOW JIA WEI Account Manager
SAFIAN ANUAR Senior Art Director
CLIENT PERMANIS SANDILANDS
SANTHARUBAN T. SUNDARAM Group Marketing Manger
Amy Gan Senior Brand Manager
CHEONG MAY YEEN Brand Manager
TAN JUNE YIN Assistant Brand Manager
CAMPAIGN SYNOPSIS
With its great success in owning International Coffee Day
(IDC) in 2014, Wonda Coffee was riding on high. But as
2015 rolled around the corner, Wonda knew that it had to
find a way to keep up the ICD hype. The question was, how?
The answer; Celebrate BIGGER.
Presenter
KC AUI
Creative Director, Dentsu Malaysia
In 2014 Wonda celebrate coffee with its fans with one-ofa-kind coffee promos. In 2015, Wonda decided celebrate
ICD in a BIGGER way by offering BIGGER and BETTER
promotional tie-ups with modern trade, communicated
with an even bigger BIG BANG print campaign and a radio
takeover that extended to digital and on-ground.
Presenter
AMY GAN
Senior Brand Manager,
Permanis Sandilands
MOUNTAIN DEW NEONIZES MALAYSIA
KC AUI Creative Director
YOU CHEN KIAT Art Director
OLIVER KAU Brand Manager
GERINA WONG Brand Executive
CAMPAIGN SYNOPSIS
How could a declining carbonated soft drink brand,
outsold and outshone by its iconic competitors, revitalize
its brand and boost its sales volume? By embarking on an
aggressive high impact campaign to promote its new and
exciting packaging design.
The Mountain Dew Neonizes Malaysia integrated campaign
challenged Malaysian millennials to illuminate their lives
through a media altering print led campaign. The results?
Mountain Dew was back in the CSD game, selling more
Mountain Dew in one month, than it did three months
before the campaign.
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Presenter
GERARD LYE
Group Account Director,
Dentsu Malaysia
Presenter
OLIVER KAU
Brand Manager,
Permanis Sandilands
CAMPAIGN
FOOD & BEVERAGES
WONDA RESTARTS YOUR DAY
ADAM MAZLAN Junior Copywriter
SAFIAN ANUAR Senior Art Director
AMY GAN SENIOR Brand Manager
CHEONG MAY YEEN Brand Manager
JOCELYN MAH Brand Executive
CAMPAIGN SYNOPSIS
Wonda Coffee had taken Malaysia by storm with its mediadominating marketing campaigns. Their next challenge; to
stay relevant in a market dominated by Nescafé, who had
firmly claimed the position as ‘coffee to start your day’ with.
The question was, how?
Presenter
MARK KARMEN
Senior Account Manager,
Dentsu Malaysia
Presenter
CHEONG MAY YEEN
Brand Manager,
Permanis Sandilands
Research showed that a good start did not mean smooth
sailing for the rest of the day. Instead of claiming to be a
morning beverage, Wonda positioned itself as a beverage
that keeps you going throughout the day. Wonda asked
consumers to RESTART their day with an immersive 5-day
print campaign, and a unique RESTART sponsorship
campaign.
KFC’S HOT & CHEEZY BURGER
ENSEMBLE WORLDWIDE/
QSR BRANDS (M) HOLDINGS SDN BHD
AGENCY ENSEMBLE WORLDWIDE
AMIT SUTHA Managing Director and Head of Strategy,
Universal McCann
LOREEN EVA LIM Head Of Production
MARLO ONGPIN Head of Tech
CHAN WOEI HERN Executive Creative Director
CLIENT QSR BRANDS (M) HOLDINGS SDN BHD
ANGELINA VILLANUEVA Senior General Manager, Marketing
EVELYN NG Deputy General Manager, Marketing
Jaime Fong Senior Manager, Marketing
NORASIYAH ROSNI Assistant Manager, Marketing
Presenter
AMIT SUTHA
Managing Director and Head of Strategy,
Universal McCann
CAMPAIGN SYNOPSIS
It's been difficult for KFC to get Millennials to try their
burgers with McDonald's dominating brand love. With
the launch of KFC’s Hot and Cheezy burger, we wanted
to change that. Malaysians youths are fickle content
consumers skipping everything that doesn’t hold their
interest. We decided to use programmatic technology
to create brand messaging, by distributing content in
a millennial-relevant manner. Our big idea: a Hot &
Cheezy burger that spouts cheesy lines inspired by what
millennials were searching for on YouTube. Partnering with
Google, we developed over a 100 YouTube pre-rolls that
delivered a cheesy pick-up line based on the video that
was about to be watched. Our pre-rolls touched 35% view
through rate, breaking the YouTube Malaysia record! 13%
more customers visited KFC during the campaign and Hot
and Cheezy burger sales increased 16% week-on-week.
Because of this, KFC grew 20% in market share amongst
competitors in the burger category.
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APPIES MALAYSIA AWARDS PROGRAMME
19 MAY, 2016 (THURSDAY)
DAY ONE
Registrations/Delegates Kit
8:00am
Morning Coffee/Tea
Welcome Note
9:00am
Harmandar Singh - APPIES Malaysia President, Regional Publisher MARKETING
Opening Address
9:10am
Ms.Goh Shu Fen - APPIES Malaysia Advisor, Founder & Principal R3
APPIES Malaysia 2016 Chief Judge
9:20am
Mohamed Adam Wee Abdullah - Group CMO, CIMB Banking Group
OPENING KEYNOTE SPEAKER
9:30AM
DATO’ SRI SHAZALI RAMLY - CEO, CELCOM AXIATA
REFRESHMENTS & NETWORKING
10:15am - 10:40am
COFFEE/TEA
CATEGORY
TIME
CAMPAIGN/TITLE
Consumer Services
10:45am - 11:15am
AIA HEALTH REPORT
CARD
Probono/Government/Cultural
10:45am - 11:15am
Consumer Services
HALL
BRAND
PRESENTER/S
A
AIA
Andrea Samuel &
Eric Chang
#tanahairku
B
PETRONAS
Ashraf Salahuddin
11:15am - 11:45am
Unifi: For The Makers Of
Tomorrow
A
Unifi
Jennifer Yean &
Sailesh Wadhwa
11:15am - 11:45am
Pengacau Raya
B
BSN Corporate
Andrew Tan &
Puspa Marina Binti
Dato’ Haji Omar
11:45am - 12:15pm
The Yasmin Project
A
The Yasmin Project
Iska Hashim &
Datin Orked Ahmad
11:45am - 12:15pm
Rubber Boy
B
PETRONAS
Eswara Van Sharma
& Khairul Hisham
Mazlan
LUNCH BUFFET
12:15pm - 1:15pm
BREAK & NETWORKING
CATEGORY
TIME
CAMPAIGN/TITLE
BRAND
PRESENTER/S
KEYNOTE PRESENTATION
1:20pm - 2:00pm
HENRY TAN, CHIEF OPERATING OFFICER, ASTRO
2:05pm - 2:35pm
RE: Change That
Inspires Change by TM
A
RE (Malaysia’s first
Corporate driven
Start-up
Accelerator
Program)
Sailesh Wadhwa
2:05pm - 2:35pm
#MYCYBERSALE2015
B
#MYCYBERSALE
Andrew Yeoh &
Admen Hassan
Consumer Services
2:35pm - 3:05pm
Cubaan Dan Rezeki
A
AIA Takaful
Syahida Azureen
Consumer Services
2:35pm - 3:05pm
Easy Resolutions
With Mr. Coach
B
OCBC Bank
Ong Shi Jie &
Daniel Loo
HALL
REFRESHMENTS
3:05pm - 3:30pm
BREAK & NETWORKING
Non-Food FMCG
3:35pm - 4:05pm
The House
A
ASTRO
Raja Jastina Arshad
3:35pm - 4:05pm
Sama-Sama
B
BSN Corporate
Mark Darren Lee &
Puspa Marina Binti
Dato' Haji Omar
Food & Beverage
4:05pm - 4:35pm
Let’s Be Friends
A
Wrigley’s
Doublemint
Anirban Ganguly
Non-Food FMCG
4:05pm - 4:35pm
L’Oreal Raya Cantik
Bergaya
B
L’Oreal Paris,
Jessica Yong &
Maybelline and Garnier Daniel Lim
Consumer Durables
4:35pm - 5:05pm
Get Cheras to Cheras
A
IKEA
KC Hong & Josie Khng
Food & Beverage
4:35pm - 5:05pm
Mountain Dew
Neonizes Malaysia
B
Mountain Dew
Gerard Lye &
Oliver Kau
END OF DAY ONE
5:15pm
FESTIVAL PROGRAMME
APPIES MALAYSIA AWARDS PROGRAMME
20 MAY, 2016 (FRIDAY)
DAY TWO
Welcome Back Delegates
8:30am
Morning Coffee/Tea
CATEGORY
TIME
CAMPAIGN/TITLE
Food & Beverage
9:10am - 9:40am
How Wonda Owned A Day
Consumer Services
9:10am - 9:40am
Consumer Services
HALL
BRAND
PRESENTER/S
A
Wonda Coffee
KC Aui & Amy Gan
Huawei Best “Wei”
B
Huawei “Mate S”
Michael Chang
9:40am - 10:10am
Kucing Happy - How a
conventional bank made
itself relevant in the age
of social media
A
BSN Corporate
Mark Darren Lee &
Puspa Marina Binti
Dato Haji Omar
9:40am - 10:10am
Monsoon Cup Motion
360 Virtual Reality Boat
Simulator
B
Monsoon Cup
Joyce Gan &
Kenneth Arif Yap
Food & Beverage
10:10am - 10:40am KFC Hot and Cheezy
A
KFC
Amit Sutha
Food & Beverages
10:10am - 10:40am Catinum Card
B
Sheba
Anirban Ganguly
REFRESHMENTS
10:40am - 11:00am BREAK & NETWORKING
Non-Food FMCG
11:05 am - 11:35 am
PMS FACTOR
A
Libresse
Ben Chew
Non-Food FMCG
11:05 am - 11:35 am
Safi Shayla : Show the
World That There is
Nothing That Hijabsters
Cannot Do
B
Safi Shayla
Eldon Savio D'Cruz &
Syahriza Badron
11:35am - 12:05pm
Can You Keep A Secret?
A
Women’s Aid
Organisation (WAO)
Sutapa Bhattacharya
Food & Beverage
11:35am - 12:05pm
Big Mac Dubsmash
Chant Challenge
B
McDonald's
Lim Xin Wei &
Eugene Lee
LUNCH BUFFET
12:05pm - 01:05pm
BREAK & NETWORKING
Non-food FMCG
1:10pm - 1:40pm
CLEAR: Pelangi Cinta
A
CLEAR
Sailesh Wadhwa
1:10pm - 1:40pm
Maxis Safe Mode
B
Maxis
Chan Woei Hern &
Chryssa Oi Wan Lai
Food & Beverage
1:40pm - 2:10pm
McDonald’s Ramadhan
2015
A
McDonald’s
Lim Xin Wei &
Eugene Lee
Non-Food FMCG
1:40pm - 2:10pm
Polis Evo
B
ASTRO
Raja Jastina Arshad
Consumer Services
2:10pm - 2:40pm
Maxis Zerolution Turning Zero Into Hero
A
Maxis
April Toh &
Bernard Lee
2:10pm - 2:40pm
#PakcikMisteri by TM
B
Telekom Malaysia
Berhad
Stanley Clement &
Amin Ariff Asha Ari Bin
Abdul Aziz
Consumer Services
2:40pm - 3:10pm
Edunation’s Viral
Classroom
A
Edunation/
Brickfields Asia College
Peter De Kretser
Consumer Services
2:40pm - 3:10pm
Yonder Music Launch
B
Yonder Music
Henry Yap &
Adam Kidron
Consumer Services
3:10pm - 3:40pm
Reset The Future
A
Sun Life Malaysia
Moiz Rangoonwala &
Raymond Lew
Food & Beverage
3:10pm - 3:40pm
Wonda Restarts Your Day
B
Wonda Coffee
Mark Karmen and
Cheong May Yeen
REFRESHMENTS
3:40pm - 4:00pm
BREAK & NETWORKING
KEYNOTE PRESENTATION
4:00pm - 4:30pm
ASEEM PURI - REGIONAL BRAND DIRECTOR, UNILEVER ASIA
PANEL SPEAKERS
4:30pm - 5:15pm
PRESENTATION (HALL A)
• SUBHENDU MUKHERJEE - DIRECTOR, THE TENTH FLOOR - DIGITAL DATA DRIVEN DECISIONS
• TH CHONG - GROUP DIRECTOR OF ASTRO MEDIA SALES
• SRIKANTH RAMACHANDRAN - EXECUTIVE DIRECTOR, MOVING WALLS
• BRETT WATSON - SEO & SEM SPECIALIST, MARKETING INC.
APPIES MALAYSIA 2016 AWARDS 5:15pm - 6:00pm
PRESENTATION CEREMONY
WINNERS PHOTO SESSION (FOYER) 6.00pm
END OF DAY TWO
CAMPAIGN
FOOD & BEVERAGES
MCDONALD' RAMADHAN 2015
LEO BURNETT/ ARC WORLDWIDE/
GOLDEN ARCHES RESTAURANT
AGENCY LEO BURNETT/ ARC WORLDWIDE
ANDREW LEONG Managing Partner
ANDREW LOW Executive Creative Director
DR. MILAN AGNIHOTRI Chief Catalyst – Creative Strategy and
Innovations
LIM XIN WEI Senior Account Director
CLIENT GOLDEN ARCHES RESTAURANT
MELATI ABDUL HAI Sr. Director – Marketing and Communications
EUGENE LEE Senior Marketing Manager
CAMPAIGN SYNOPSIS
McDonald’s Malaysia needed to turn the tide against
the slowest month in retail and a local boycott during the
2015 Ramadan. The sales had declined by 60% and the
Malays were uncomfortable being spotted at McDonald’s.
Leveraging cultural marketing and the campaign
message ‘Indahnya Ramadan’ (Beauty of Ramadan), we
demonstrated McDonald’s sincerity in creating products
and services that addressed Malay community’s needs
during Ramadan.
Every aspect of the campaign was anchored in cultural
insights. Sales grew by 1%, defying category trend of
decline and exceeded McDonald’s expectations by 116%.
Ramadan 2015 recorded 2nd highest monthly sales in
McDonald’s Malaysia’s history.
Presenter
LIM XIN WEI
Senior Account Director,
Leo Burnett
Presenter
EUGENE LEE
Senior Marketing Manager,
McDonald’s Malaysia
MCDONALD' DUBSMASH CHANT CHALLENGE
GOLDEN ARCHES RESTAURANT
ANDREW LEONG Managing Partner
ANDREW LOW Executive Creative Director
DR. MILAN AGNIHOTRI Chief Catalyst - Creative Strategy and
Innovations
LIM XIN WEI Senior Account Director
CLIENT GOLDEN ARCHES RESTAURANT
MELATI ABDUL HAI Sr. Director – Marketing and Communications
EUGENE LEE Senior Marketing Manager
CAMPAIGN SYNOPSIS
McDonald’s Big Mac, a global icon had slipped in popularity
amongst the younger Malaysians. Challenge was to
seamlessly connect the participative digital world of the
Malaysian youth and the Big Mac. The existing brand
asset, the ‘Big Mac Chant’ was a promising connector.
We integrated McDonald’s Big Mac with the lip-syncing
app ‘Dubsmash’ and invited Malaysian youth to have fun
creating their own Big Mac Chants.
Our idea ‘Big Mac Dubsmash Chant Challenge’ caught
on quickly, generating 3.5 hours of branded content.
Big Mac’s awareness increased by 10.12% and trial rate
doubled amongst Malaysian youth.
20
Presenter
LIM XIN WEI
Leo Burnett
Presenter
EUGENE LEE
Senior Marketing Manager,
McDonald’s Malaysia
CAMPAIGN
PROBONO/GOVERNMENT/CULTURAL
#TANAHAIRKU
DNACOMM/PETROLIAM NASIONAL BERHAD
AGENCY DNACOMM
ASHRAF SALAHUDDIN Chief Executive Officer
ZAULIN KARTINI BAKHTIAR Executive Creative Director
MOHD FADZLIN ZULKIFLI Senior Art Director
ARRMAND CAMOENS Copywriter
VINOD WILLIAM JAYARAM Project Manager
CLIENT PETROLIAM NASIONAL BERHAD
SUZANA CHE MAT SENIOR Manager, External Communication
Group Strategic Communication
FITRI MYDIN Head of Campaign Management
NUR KHALIDAH KHALID Campaign Management
Radhiff Talha Campaign Management
ESTEE AINA HUSLAN Executive, External Communication,
Group Strategic Communication
CAMPAIGN SYNOPSIS
#tanahairku: Two Decades of Bringing Malaysians Together’
is an ideal platform for PETRONAS to champion social
cohesion and a perfect voice for Malaysians to express
their love for the nation through various mediums.
The campaign rejuvenated the significance of Merdeka
and Malaysia Day by engaging primarily with Malaysian
youths. We started with ‘akrab’ webfilm, followed by misi
#tanahairku, #tanahairku street arts and #tanahairku
exhibition as the finale. Social media was our main stage
evolving #tanahairku into a social movement. From 2013
until today, the #tanahairku campaign is PETRONAS’
footprint made up of everlasting legacy with deep-rooted
values treasured by all.
Presenter
ASHRAF SALAHUDDIN
CEO, dnaCOMM
KUCING HAPPY - HOW A CONVENTIONAL
BANK MADE ITSELF RELEVANT IN THE AGE
OF SOCIAL MEDIA
FISHERMEN INTEGRATED/BSN
AGENCY FISHERMEN INTEGRATED
ADAM MIRANDA Executive Creative Director
ANDREW TAN Creative Director
AHMAD NAZMI Senior Copywriter
NICHOLAS FRANCIS Social Media Executive
CLIENT BSN CORPORATE
PUSPA MARINA BINTI DATO' HAJI OMAR Senior Vice President,
Head Strategic Communications
AIZURRA MELLISSA MOHAMED MUZAMMIL Manager, Brand
Communications, Strategic Communication Department
KHIDAYAH BINTI OTHMAN Senior Executive, Brand
SITI FATIN NAQUIAH SHAIK MOHAMED Executive, Brand
CAMPAIGN SYNOPSIS
Slow to embrace digital, BSN Bank needed to re-introduce
themselves to a younger audience on social media.
Social media engagement was no job for an ordinary man.
So we created Kucing Happy – a cat who talked his way
into the hearts of Malaysians by asking them to wish for
something that would make them happy.
Presenter
MARK DARREN LEE
Co-Founder, Fishermen Integrated
Presenter:
PUSPA MARINA BINTI
DATO' HAJI OMAR
Over 6 webisodes, Kucing Happy filtered through over
50,000 wishes and granted some of them with his own
interpretation of what would make them happy.
Senior Vice President, Head Strategic
Communications, BSN
21
CAMPAIGN
MONSOON CUP MOTION 360 VIRTUAL
REALITY BOAT SIMULATOR
FISHERMEN INTEGRATED/INNOVATIGE
AGENCY FISHERMEN INTEGRATED SDN BHD
JOYCE GAN Co-Founder / Head of Client Servicing
ADAM MIRANDA Co-Founder / Executive Creative Director
LANCE CHEONG Social Media Executive
AARON GOH Community Manager
BAHARIN JEFFRI Art Director
CLIENT INNOVATIGE
ARIF YAP Event Organizer
NABIL FIKRI Senior Event Organizer
FATIN ABDULLAH Senior Event Organizer
DANNIS FOO Senior Event Organizer
CARMEN THONG Graphic Designer
CAMPAIGN SYNOPSIS
Sailing fans around the world attend the Monsoon Cup in
Malaysia every year. The only problem is fans have to watch
the race all the way back at the port while the real action
happens far out in the sea.
Since fans can’t get on the boat, what if the boat could
come to them?
The Monsoon Cup Motion 360 Virtual Reality Boat
Simulator - the world's first immersive virtual sailing
simulator. Using a Google Cardboard VR headset with
YouTube 360 integration - participants virtually sailed as
a crew member inside a sailboat as it sped along the race
course.
Presenter
KENNETH ARIF YAP
Event Manager
Presenter
JOYCE GAN
Co-Founder /
Head of Client Servicing,
Fishermen Integrated Sdn Bhd
PENGACAU RAYA
KHIDAYAH BINTI OTHMAN SENIOR Executive, Brand
CAMPAIGN SYNOPSIS
On the occasion of Hari Raya, BSN wanted to wish
Malaysians and liven up the festive mood. But with
sentiments of racial tensions heating up of late, BSN felt
it was time to address the issue and spread a message
of unity. A web film titled “Pengacau Raya” was produced
based on the story of a Chinese Boy married to a Malay girl.
‘Pengacau’ means an outsider who causes a stir, referring
to the Chinese boy. But this story puts a humourously
positive twist to that word because he helps the family by
literally ‘stirring’ all the dishes being cooked.
Presenter
ANDREW TAN
Presenter:
PUSPA MARINA BINTI
DATO' HAJI OMAR
Communications, BSN
22
MAXIS SAFE MODE
ENSEMBLE WORLDWIDE/MAXIS BERHAD
AGENCY ENSEMBLE WORLDWIDE
SEAN WONG Vice President
MUN TUCK WAI Executive Creative Director
CHAN WOEI HERN Executive Creative Director
NORMAN TANG Head Of Art
CLIENT MAXIS BERHAD
CHRYSSA OI WAN LAI Web Digital Social Specialist
BERNARD LEE Head of Marketing Communications
FERNIE ABDUL GHANI Postpaid Marcomms Manager
LAU SU LIN Head Of Marketing Services
CAMPAIGN SYNOPSIS
Hari Raya is Malaysia’s largest festive period. It’s also the
period where everyone drives back to their hometowns
for celebrations. Naturally there are more accidents on
the road during this period. No surprise really as Malaysia
ranks 17th in the world for ‘most dangerous roads’.
CAMPAIGN
Inspired by a survey finding that 97% of Malaysian parents
claimed they drive much safer when children are in the
car. What if we could have a kid with us all the time while
driving? This led us to a really obvious idea: a kid’s voiced
GPS to encourage safe driving. Instead of creating another
run-of-the-mill GPS platform, we collaborated with Waze.
Presenter
CHAN WOEI HERN
ECD, Ensemble WorldWide
Presenter
CHRYSSA OI WAN LAI
Web Digital Social Specialist, Maxis
We invited different children to donate their voices for Waze
directional prompts with charming reminders to drive safe.
Maxis Safe Mode was a runaway success reaching even
international news mediums like NBC and Bloomberg. It
has also been downloaded 956,369 times. With 4.2 million
active Malaysian Waze users, that's 1 out of 4 downloading
and engaging with this pack.
SAMA-SAMA
ADAM MIRANDA Co-Founder / Executive Creative Director
KHIDAYAH BINTI OTHMAN Senior Executive, Brand
CAMPAIGN SYNOPSIS
Too many messages on Merdeka Day and Malaysia Day
call on Malaysians to come together as one people,
implying that unity has yet to be achieved. BSN wanted to
demonstrate that Malaysians have always been united. All
we needed was a simple reminder.
Presenter
MARK DARREN LEE
Presenter:
PUSPA MARINA BINTI
DATO' HAJI OMAR
Communications, BSN
We brought back a popular song from the 80’s, SamaSama, which means “Together” and got BSN’s Kucing
Happy, now a social media sensation to perform it. The
lyrics of the song were re-written to reflect real moments
Malaysians experienced together. Fans were then invited
to share their moments of togetherness on social media to
complete the song.
23
CAMPAIGN
HOW TM GAMIFIED A TVC TO HELP
THOSE IN NEED
UNIVERSAL MCCANN/
TELEKOM MALAYSIA BERHAD
AGENCY UNIVERSAL MCCANN
JENNIFER YEAN General Manager
STANLEY CLEMENT Executive Director
MUHAMMAD ZAID Senior Social Specialist
FATEN ASHROF Senior Planner
CLIENT TELEKOM MALAYSIA BERHAD
IZLYN RAMLI Vice President, Group Brand & Communications
TEH SIOW LING GM, Group Brand
ROHANAH JUSIN AGM, Group Brand
AMIN ARIFF ASHA ARI BIN ABDUL AZIZ AGM, Group Brand Digital
CAMPAIGN SYNOPSIS
Hari Raya is an extremely advertising cluttered period.
Our mission was to gain one million views on social
media when last year Raya video had only garnered about
300,000 views.
The big idea is to leverage on the fasting month, a period
of performing good acts. Moreover, Malaysians are a
generous lot, ranking 7th most generous nation of the
world. So we gamified the TVC where every interaction
leads to a donation by TM.
We overachieved our objective with 1.26 million views and
TM even donated RM30,000 to charity.
Presenter
STANLEY CLEMENT
Executive Director, UM Malaysia
Presenter
AMIN ARIFF ASHA ARI
BIN ABDUL AZIZ
Head Of Digital Marketing,
Telekom Malaysia Berhad CAN YOU KEEP A SECRET
LEO BURNETT/
WOMEN’S AID ORGANISATION
AGENCY LEO BURNETT / ARC WORLDWIDE
SUTAPA BHATTACHARYA Head of Strategy & Knowledge
TAN KIEN ENG Creative Director
JAMES SEET Associate Creative Director
CLIENT WOMEN’S AID ORGANISATION
SUMITRA VISVANATHAN Executive Director
TASHIA PETERSON Vice-President
VIVIAN YAP Project Executive
CAMPAIGN SYNOPSIS
Domestic abuse is a fact of life with one in 10 women we
meet every day but that often goes unreported because
the victims are embarrassed and others just don’t see it or
don’t know what to do. We used the personal stories and voices of actual victims
expressed through specially sculpted smiling busts
representing their often bold external facades, placed
in public spaces like malls to create a tide of empathy
that elicited an increase in call-ins to WAO by 20% and
RM1,000,000 plus worth of free PR was generated with
16 media titles and radio coverage by 5 stations.
24
SUTAPA BHATTACHARYA
Head of Strategy & Knowledge
Leo Burnett / Arc Worldwide
CAMPAIGN
THE YASMIN PROJECT
PERSATUAN YASMIN AHMAD
MILAN AGNIHOTRI Chief Catalyst – Creative Strategy and
Innovations
ISKA HASHIM Group Creative Director
JOVIAN LEE Creative Group Head
KEE TEIK JIN Art Director
CLIENT PERSATUAN YASMIN AHMAD
DATIN ORKED AHMAD President of Persatuan Yasmin
CAMPAIGN SYNOPSIS
The late Yasmin Ahmad was amongst contemporary
Malaysia’s most prolific writer, poet, storyteller, creative
director and filmmaker. While her work is loved by
Malaysians, many do not know of the ideals and beliefs
that inspired her to create the work.
Presenter
ISKA HASHIM
Group Creative Director,
Leo Burnett
Presenter
DATIN ORKED AHMAD
President, Persatuan Yasmin Ahmad
So we opened Yasmin At Kong Heng’ (YAKH) – a new
kind of self-sustainable social space by the people, for
the people. At YAKH, people can see, touch, feel and
experience Yasmin’s own inspirations. Buzz around YAKH
is generated by her own work and a myriad of activities
by a self-motivated creative community. A crowdfunding
initiative generated funds for operational expenses.
RUBBER BOY
LEO BURNETT / ARC WORLDWIDE/
PETROLIAM NASIONAL BERHAD
ESWARA VAN SHARMA Business Director
AMELIA PENG Senior Account Director
MILAN AGNIHOTRI Chief Catalyst – Strategy and Innovations
JAMES YAP Creative Director
CLIENT PETROLIAM NASIONAL BERHAD
ZAHARIAH (LIZA) ABDUL RAHMAN Senior General Manager,
Group Strategic Communications
SUZANA CHE MAT Senior Manager, External Communications
FITRI MYDIN MANAGER, Campaign Management, External
Communications
NUR KHALIDAH KHALID EXECUTIVE, Campaign Management,
External Communication
CAMPAIGN SYNOPSIS
At the beginning of 2016, the Malaysian ‘consumer
sentiment index’ was down by 20% and ‘business
conditions index’ plummeted by 30%. Malaysians were just
not in the mood to celebrate Chinese New Year.
Presenter
ESWARA VAN SHARMA
Business Director, Leo Burnett
Presenter
KHAIRUL HISHAM MAZLAN
Head, Advertising & Promotions,
Brand Management Department,
Group Strategic Communications
Petroliam Nasional Berhad
While other brands hyped up the ads that celebrated a
‘Prosperous New Year’, we decided to redefine the meaning
of prosperity, by reminding Malaysians of their most
important possession – their loved ones. Our ‘Rubber Boy’
campaign became the most successful CNY campaign for
PETRONAS in consumer engagement and brand equity
gains. It also got the highest spontaneous brand recall for
PETRONAS during and post the CNY period.
25
CAMPAIGN
RE: CHANGE THAT INSPIRES CHANGE
MULLENLOWE MALAYSIA/
TELEKOM MALAYSIA
AGENCY MULLENLOWE MALAYSIA
MAZUIN ZIN Managing Director
SAILESH WADHWA Strategy Planning Director
ISKANDAR PUTRA Business Group Head
ARYSTLE KUAN Associate Brand Director
CLIENT TELEKOM MALAYSIA
SIEW LING TEH GM, Group Brand
CAMPAIGN SYNOPSIS
The story of RE (Reinvent, Revive, Recreate, Refresh and
Reimagine) exemplifies the corporate commitment of
Telekom Malaysia in creating a standalone brand entity
to drive its mission of ushering social good through
technology and innovation.
As RE introduced a whole new dimension of API platform
led mentorship and acceleration to the existing Start-up
ecosystem with absolutely no equity sharing commitments.
But a promise of creating business ideas that would better
the lives of 30 million Malaysians, irrespective of the
innovation be it in the field of Healthcare, BFSI, Retail, O&G
or Hospitality.
Presenter
SAILESH WADHWA
Strategy Planning Director,
MullenLowe Malaysia
#MYCYBERSALE2015
NAGA DDB/ MALAYSIA DIGITAL ECONOMY
CORPORATION (MDEC) AGENCY NAGA DDB
LIEW WAI FUN Business Unit Head
ALEX WONG ASSOCIATE Creative Director
JEREMY YEOH Creative Group Head
ANDREW YEOH Head of Strategy
CLIENT MALAYSIA DIGITAL ECONOMY CORPORATION (MDEC)
WEE HUAY NEO DIRECTOR, eCommerce Enablement
RAZALEIGH ZAINAL VP Corporate Communications
NOREEN SABRINA MOHD NOOR Head of Brand Communications
ADMEN HASSAN Manager, Brand Communications
CAMPAIGN SYNOPSIS
We were tasked to grow Malaysia’s eCommerce industry.
Our challenge was getting Malaysians to sell and shop
online. SMEs had little knowledge about eCommerce,
while consumers were sceptical about security of online
shopping. To overcome these barriers, we rallied business
owners, partners and relevant government agencies, and
launched #MYCYBERSALE – Malaysia’s biggest online sale.
Despite the bleak economic outlook, #MYCYBERSALE 2015
recorded RM118 million in revenue with SME contribution
at 52%, overachieving MDEC’s ambitious targets of RM100
million and 50% contribution by SMEs. The campaign
earned RM1.06 million worth of unpaid media and became
the number one trending topic on social media.
26
Presenter
ADMEN HASSAN
Manager, Brand Communications,
Malaysia Digital Economy
Corporation (MDEC)
Presenter
ANDREW YEOH
Head of Strategy, Naga DDB
CAMPAIGN
NON-FOOD FMCG
CABARAN SHAYLANISTA
IGNITE KL/ WIPRO UNZA
AGENCY IGNITE KL
JULIANA CHUA General Manager
ELDON D’CRUZ Senior Planner
SYAHRIZA BADRON Account Director
TING TAI MENG Associate Creative Director
CLIENT WIPRO UNZA
CATHY CHEW Senior Marketing Manager
HAYATUL FARAH Product Manager
CAMPAIGN SYNOPSIS
This is how Safi Shayla went from being just another
shampoo brand to the voice of ambition amongst Malay
women. The Malaysian shampoo market has 100+ players
and yet the narrative of the category hasn’t developed
beyond healthy/beautiful hair, dandruff or smelly hair.
Presenter
ELDON SAVIO D'CRUZ
Senior Planner, Ignite KL
Presenter
SYAYRIZA BADRON
Brand Director, Ignite KL
Safi Shayla wanted to go beyond functional benefits.
Research suggested that Tudung(Hijab) wearing women
missed out on many life opportunities because they
suffered from stereotyping like ‘soft’, ‘submissive’, ‘not
smart to lead’.
This insight led to the idea, Chabaran Shaylanista: Show
The World That There Is Nothing That Hijabsters Cannot Do;
which won Market Share & Hearts.
L’ORÉAL RAYA CANTIK BERGAYA
LION & LION/L’ORÉAL
AGENCY LION & LION
EMILY LIM MD Malaysia Lion & Lion
JESSICA YONG Client Director
TANJA HENKELMANN Account Lead
JULIANA AZNAM Social Media Team Lead
CLIENT L’ORÉAL
MARISSA HANAFI Assistant Product Manager, L’Oréal Paris
SA KI GOH Marketing Director
DANIEL LIM Group Product Manager, L’Oréal Paris
CAROL NG Media Director
CAMPAIGN SYNOPSIS
L’Oréal was faced with challenging times, last Raya season
market research reported that Malay women felt its key
brands were ‘too international,’ ‘too old,’ and losing
relevance. With this, we created the first ever virtual
‘beauty destination’ for Raya, a content platform featuring
beauty tutorials relating to all things Raya by top beauty
influencers.
Presenter
DANIEL LIM
Group Product Manager,
L’Oréal Paris
Presenter
JESSICA YONG
Client Director, Lion & Lion
The campaign resulted in a spike of sales of +3x vs.
the cosmetics market and +10x vs. the haircare market
dominated beauty conversations across social channels
reaching more than 12.7 million people creating over 125K
engagements and more than 7,600 branded mentions.
27
CAMPAIGN
NON-FOOD FMCG
PMS FACTOR
IF INTERACTIVE/
SCA HYGIENE MARKETING
AGENCY IF INTERACTIVE
BEN CHEW Managing Director
BIRDIE TING Creative Director
CHOW KOK QUIN Art Director
GARY HOR Copywriter
CLIENT SCA HYGIENE MARKETING
DEBBY HO Marketing Manager
LAI CHIEW KOON Assistant Marketing Manager
CAMPAIGN SYNOPSIS
PMS happens every month about a week before a woman’s
period and can be one serious limitation women face today.
Libresse, as a challenger brand in the feminine protection
category, recognized this, and came up with an idea to
expose this mysterious phenomenon. Speaking to both
women and men, we broke PMS down and show it is not so
bad.
That there are ways they can overcome this if they
embrace it, instead of dreading it. Hence, we changed the
perception of PMS being a tough time - by encouraging
women to have a lighter view of it.
Presenter
BEN CHEW
Managing Director, IF Interactive
CLEAR: PELANGI CINTA
MULLENLOWE MALAYSIA/
UNILEVER MALAYSIA
MAZUIN ZIN Managing Director
HANS LEE Creative Director
NIRFARAZ NOOR Brand Director
IQBAL.M Art Director
CLIENT UNILEVER MALAYSIA
ASHLEE NG Category Head
GUAN LEE Brand Head
CAMPAIGN SYNOPSIS
CLEAR’s Pelangi Cinta business case exemplifies the fact
that how sometime marketing needs to distance itself from
the conventional approach, to connect with an audience
in the most meaningful manner. As CLEAR ditched its
shampoo credentials to build its brand connect.
Creating a provocative yet relevant entertainment series
that underscored the importance of ‘nothing to hide when
in love’, a sentiment of confidence that the brand thrives
on. Sure the brand managed to break ice, and accelerate
sales, but the most impactful measure of efficacy it
achieved is the ability to connect with Malaysian women at
a deeper emotional level without trying to sell hard.
28
Presenter
SAILESH WADHWA
MullenLowe Malaysia
CAMPAIGN
NON-FOOD FMCG
POLIS EVO
ASTRO SHAW/ASTRO
AGENCY/PRODUCTION ASTRO SHAW
CLIENT ASTRO
RAJA JASTINA ARSHAD Astro Head of Malay Marketing
NORSALVINA ALWEE PR, Marketing & Distribution Manager
MOHD FAIZAL MOHD FAUZI Associate Marketing & New Media
ZAHIRAH RAHIM Associate PR & Marketing
SHARAD SEAN KUMAR Associate, Marketing, Content Group
CAMPAIGN SYNOPSIS
2014 saw a significant drop in box office numbers and it
was clear that we had to earn the audience’s trust back.
We positioned Polis Evo as the most highly anticipated
local film of all time.
Presenter
RAJA JASTINA ARSHAD
Head of Malay Marketing, Astro
It is thought that the decline in the cinema-going numbers
was largely due to the waiver in audience confidence
toward the quality of films, particularly being disappointed
by the glut of poor quality films that paled in comparison to
international releases. To ensure that our communications
were in-sync across the board, we had crafted weekly
themed directions that were adapted across all Astro
platforms. How could Polis Evo combat this declining trend
and revive the film industry?
THE HOUSE
NAGA DDB /ASTRO
AGENCY NAGA DDB
CLIENT ASTRO
RAJA JASTINA ARSHAD Head of Malay Marketing & Digital Content
EY-VON LEE Assistant Vice President, Astro Malay Marketing
IYLIA AZHAR Associate Malay Marketing
MOHD. ZAHIR, NORAZIAN Executive Producer
NOR SAIDULLAH BIN MOHD SAAID Digital Producer
CAMPAIGN SYNOPSIS
Presenter
RAJA JASTINA ARSHAD
Head of Malay Marketing, Astro
In the past year, Astro Gempak’s traffic has heavily relied
on seasonal TV content and news articles, resulting in
unpredictable and fluctuating numbers of unique visitors
and pageviews. This has prevented potential sponsors
from capitalising on a far-reaching, readily-available
platform. So how does Astro Gempak stabilise the number
of pageviews and ultimately attract advertisers to increase
revenue? To address this, we created stickiness with Astro
Gempak’s core audience. We launched a format that fits
the typical appetite of a Malaynnials (Malay + Millennials)—
The House, the first ever digital programme tailor-made for
Malaynnials, starring Malaynnials.
29
CAMPAIGN
CONSUMER SERVICES
YONDER MUSIC LAUNCH
M&C SAATCHI/YONDER MUSIC MALAYSIA
AGENCY M&C SAATCHI
FARRAH HARITH Client Servicing Director
HENRY YAP Executive Creative Director
PAULINE ANG Creative Group Head
ARIF SIDEK Senior Copywriter
CLIENT YONDER MUSIC MALAYSIA
ADAM KIDRON CEO
JOYCE LIM Marketing Director
CAMPAIGN SYNOPSIS
The Yonder Music launch was strategized and developed
to build and create awareness of one of the main USP’s it
offers which is uninterrupted music experience which was
delivered across all the various touch points seamlessly.
It piqued interest of consumers and one of the few
daring brand campaigns that was conceptualized to grow
organically without any branding during the teaser period.
All was revealed during the launch and for consumers to
then connect the dots as all communications and media
buy strategy was thought through to deliver this impactfully.
Presenter
HENRY YAP
Executive Creative Director,
M&C Saatchi
Presenter
ADAM KIDRON
CEO, Yonder Music
HUAWEI BEST “WEI’’
MEDIA PRIMA BERHAD/
VIZEUM MEDIA SERVICES (M) SDN. BHD.
NINI YUSOF Group General Manager, Client Service Group of
Media Prima TV Networks
•
•
•
•
•
Client Service Group of Media Prima TV Networks
Branded Content of Media Prima TV Networks
Consumer Marketing of Media Prima Networks
Trade & Partnership of Media Prima Networks
Vizeum Media Services (M) Sdn. Bhd.
CLIENT HUAWEI MALAYSIA CAMPAIGN SYNOPSIS
Huawei partnered with Media Prima Television Networks
with the aim to change the way is seen today- an evolution
from a global Chinese company to a brand that Malaysians
can truly identify with. Huawei kicked off a unique brand
campaign- Huawei Best "Wei" – playing on a commonly
used local expression.
Conceptualised by Media Prima Television Networks, the
campaign integrated a broad array of creative content, local
talents, media platforms and touch-points to strengthen
Huawei’s local association and engagement with the Malay
market to inject a local personality for the brand.
30
Presenter
MICHAEL CHANG
Manager, Branded Content,
Client Service Group,
Media Prima Berhad
CAMPAIGN
CONSUMER SERVICES
ZEROLUTION – TURNING ZERO TO HERO
LEO BURNETT/MAXIS BROADBAND
AGENCY LEO BURNETT
DEBAJYOTI DUTTA Business Head
ADRIAN HO Creative Group Head
APRIL TOH Sr Account Director
MAK WAE LERN Sr Account Manager
CLIENT MAXIS BROADBAND
BERNARD LEE Head of Marketing Communications
LAU SU LIN Head of Marketing Services
FERNIE JASMINE Marcomms
CHAN MEI PING Marcomms
CAMPAIGN SYNOPSIS
This is the story of how Maxis, Malaysia’s leader postpaid
brand, managed to emerge as a winner in a battle against
an irrationally discounting market space.
Maxis Zerolution was a truly game changing idea that
made it possible for Maxis to retain and acquire high value
subscribers.
Presenter
APRIL TOH
Leo Burnett
Presenter
BERNARD LEE
Head of Marketing
Communications, MAXIS
In times when consumers are increasingly value conscious,
Zerolution helped instill subscriber faith in the brand that
resulted in revenue.
In 2 quarters alone Zerolution broke barriers, grew
subscriber value share and margins in a saturated and
mature market.
UNIFI: FOR THE MAKERS OF TOMORROW
MULLENLOWE MALAYSIA + UNIVERSAL MCCAN
WORLDWIDE/ TELEKOM MALAYSIA
MAZUIN ZIN Managing Director, MullenLowe Malaysia
SAILESH WADHWA Strategy Planning Director,
MullenLowe Malaysia
STANLEY CLEMENT Managing Director Rally,
Universal Mccan
JENNIFER YEAN General Manager, Universal Mccan
CLIENT TELEKOM MALAYSIA
TEH SIOW LING GM, Group Brand
AMIN ARIFF ASHA ARI BIN ABDUL AZIZ AGM, Group Brand Digital
CAMPAIGN SYNOPSIS
Unifi: For the Makers of Tomorrow business case
exemplifies the fact that how a successful product brand
known for its technological prowess and experience can
successfully transition itself to an emotionally connected
brand that echoes and champions the sentiments of
the ‘Self Starter Generation’ of Malaysians who’ve been
hacking ideas, technology and life to create a better
tomorrow all around them.
The Brand not only delivered successfully on the emotional
bond with unusually high 84% appeal & 45% relevance, but
more than gratifying business results of sales worth RM
13.42 million (4 X ROI) within 5 months of its re-stage.
Presenter
SAILESH WADHWA
MullenLowe Malaysia
Presenter
JENNIFER YEAN
General Manage, Universal Mccan
31
CAMPAIGN
CONSUMER SERVICES
HOW AIA GOT THE WHOLE COUNTRY
TALKING ABOUT HEALTH
STARCOM MEDIAVEST GROUP/AIA
AGENCY STARCOM
TAN KUANCHUEN Associate Director, Social Media
ASREENA RAMDAN Manager, Branded Content
ADITI ROY Manager
ANDY NG Associate Director
CLIENT AIA
ERIC CHANG Head of Brand and Digital
CHAN MING YEN Senior Brand Manager
JOLENE TAN Brand Manager
NATALIA CHAN Brand Manager
CAMPAIGN SYNOPSIS
Most Malaysians only think about buying health insurance
when it’s too late. And even then, they’ll decide on the first
company that comes to mind. However, in 2014 a study
revealed a very serious health message - nearly 50% of
Malaysian adults were obese, highlighting a pressing issue
– getting Malaysians them to think about buying medical
insurance today to protect themselves better for tomorrow.
We knew publishing statistics or hiring a spokesperson
to deliver our message would make the whole thing not
genuine. We needed an unbiased approach that would get
through to them; straight to the heart!
Presenter
ANDREA SAMUEL
Associate Director, Starcom
Mediavest Group
Presenter
ERIC CHANG
Head of Brand and Digital, AIA
EASY RESOLUTIONS WITH MR COACH
MCCANN ERICKSON/OCBC BANK
AGENCY MCCANN ERICKSON
KIMI SHARMA Group Brand Director
ATHIYA HAMID Associate Brand Director
DANIEL LOO Creative Director
MAGS LIM Associate Creative Director
CLIENT OCBC
ONG SHI JIE Head Of Integrated Marketing And Analytics
THERESA YEOW Unit Head, Wealth Product Marketing
SITI NORAINI Unit Head, Emerging Affluent Segment
OSCAR LEE WEN SIEW Unit Head, Loans Product Marketing
CAMPAIGN SYNOPSIS
Easy Resolutions with Mr Coach is OCBC’s
aspiration in helping Malaysians realize their financial
goals through OCBC’s financial products. Focusing on 5
common financial goals, the campaign aims to encourage
Malaysians to take on small steps in making their goals
possible; from saving more to reducing credit card interest.
This 4-month integrated campaign from digital to retail is
set to complete by 30 April 2016. Within the first 2 months,
product sales promoted through this campaign saw a yearon-year growth with 163% increase in Savings balances,
41% increase in Bancasurance sales and 24% increase in
Credit Card Balance Transfer sales.
32
Presenter
DANIEL LOO
Presenter
ONG SHI JIE
Creative Director, McCann Erickson Head Of Integrated Marketing &
Malaysia
Analytics, OCBC Bank
CAMPAIGN
CONSUMER SERVICES
CUBAAN DAN REZEKI
(TRIALS AND BLESSINGS)
LEO BURNETT / ARC WORLDWIDE/
AIA
SUTAPA BHATTACHARYA Head of Strategy & Knowledge
LIEW MUN TIP Senior Account Director
SYAHIDA AZUREEN Strategic Planner
ISKA HASHIM Group Creative Director
ZAIDEE ZAINAL Creative Group Head for Malay Content
CLIENT AIA
THOMAS WONG Chief Marketing Officer
ERIC CHANG Head of Branding & Digital Marketing
JOLENE TAN Manager – Branding & Digital Marketing
CAMPAIGN SYNOPSIS
Malays comprise almost 70% of the Malaysian population,
a huge market opportunity for Takaful considering current
penetration rate is only at 12% of the target market. The
overwhelming challenges are two fold - the prevalent
mindset that the system of conventional insurance is not in
accordance to Islamic principles, and that AIA did not have
affinity with the Malay Muslim in Malaysia.
Presenter
SYAHIDA AZUREEN
Strategic Planner, Leo Burnett/ ARC Worlwide
Using the powerful insight of Cubaan and Rezeki (that we
can plan but God decides on Trials and Blessings) and an
emotionally poignant film, we effectively also weaved in
AIA’s Real Life proposition with the message of “Life is a
constant flow of trials and blessings”. The campaign hit
home with the Malay community, with 1.4 million YouTube
views and 60.2% increase in sales.
EDUNATION’S VIRAL CLASSROOM
GO COMMUNICATIONS/
BRICKFIELDS ASIA COLLEGE
AGENCY GO COMMUNICATIONS
PETER DE KRETSER Chief Operating Officer
CLIENT BRICKFIELDS ASIA COLLEGE (BAC)
MITHILA NARENDRA PA to CEO
CAMPAIGN SYNOPSIS
The objective of the campaign was to heighten awareness
and subscription to Edunation through a three-month
campaign to communicate BAC’s role in powering
Edunation as part of its larger CSR goals to enhance the
Malaysian education landscape. Our strategy was to create
a “viral classroom”, harnessing the power of digital and
social media platforms. An elaborately-crafted classroom
prank was recorded and distributed online.
Presenter
PETER DE KRETSER
Chief Operating Officer,
GO Communications
The video garnered over 2 million views on YouTube and an
estimated 5 million shares on social media. Edunation’s
subscriber based exceeded 10,000.
33
CAMPAIGN
CONSUMER SERVICES
RESET THE FUTURE
DENTSU YOUNG & RUBICAM/
SUN LIFE MALAYSIA
AGENCY DENTSU YOUNG & RUBICAM
NIGEL MENEZES Group Business Director
MOIZ RANGOONWALA Head of Planning & Strategy
GIGI LEE / JOSHUA TAY Chief Creative Officer / Creative Director
SHIREEN ANG / JOHN DOGRA Senior Art Director / Senior
Copywriter
CLIENT SUN LIFE MALAYSIA
RAYMOND LEW Chief Distribution Officer
TRICIA LOH Head of Brand & Communications
WONG SHUK MEI Manager of Brand & Communications
SANDRA LIM Assistant Manager of Brand & Communications
CAMPAIGN SYNOPSIS
Malaysian Sun Life Malaysia wanted to actively
remind Malaysians how their choices made
today would impact their future. We created
an engaging experience, “Reset The Future”.
An interactive site that allows users to make
life decisions and how it affects their future,
instantly.
Upon discovering the negative outcome, users
have the opportunity to reset their future, to
make a choice with Sun Life Malaysia for a
brighter result. Within one month, close to 13
million impressions, more than 160,000 clicks
on ads, over 300,000 YouTube Views, over
62,000 new visitors to the sites, over 1,400
leads (submission of contact information)
34
Presenter
MOIZ RANGOONWALA
Head of Planning & Strategy,
Dentsu Young & Rubicam
Presenter
RAYMOND LEW
Chief Distribution Officer,
Sun Life Malaysia
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