The idea of that relentless pace is best - Brand Equity Magazine

CONTENTS EDITOR’S NOTE 

OuT-Of-HOmE STRaTEgy 

Posterscope delivers potent Out-of-Home solutions 

COvER STORy 

f&N Dairies rides atop a defensible passion 

agENCy PROfIlE 

Ogilvy is committed to talent development 

CREaTIvE mEDIa STRaTEgy 

…more solutions from universal mcCann’s repertoire 

INTERaCTION maRkETINg 

Detailing another project conceived by arachnid 

BRaND faCElIfT 

yeo’s sets its sights on becoming a ‘lovemark’ 

RaNgE ExPaNSION 

Insights expand the aiken range 

PRODuCT PROfIlE 

a high end title entices with International glitz 

BRaNDED CuSTOmER SERvICE 

What gives if the brand experience falls short? 

lIfESTylE SNaPSHOT 

Happenings in the malaysian consumer environment 

DIgITal mEDIa 

On a media brand that empowers advertisers 

BRaND valuaTION 

Brand finance’s index of malaysia’s valuable Brands 

aDSPEND 2007 

growth in ad market exceeded expectation 

HOTSPOTS 2 

Synovate’s emerging market opportunities: Part 2 

02 

06 

12 

16 

20 

22 

28 

30 

33 

34 

36 

38 

40 

41 

Brand Equity | 1 

Are competitor’s playing catch-up? Would you like to 

derail their plan? 

A defense or offense mechanism can be activated and 

primed to auto-run if one has the right attitude. One 

comes to the fore though - just be very relentless if you 

want to manage winning brands. 

And it wouldn’t hurt if we learn from the experiences of 

great brands. Let’s be spot-on that they need not be big, 

but great! 

The idea of that relentless pace is best epitomized by 

the constant fortification of the consumer-brand connect 

planned by the folks at F&N Dairies. Their Sweetened 

Condensed Milk has anchored itself with a transcending 

passion in the consumer’s mind. Nationwide appeal for 

the brand ascends unabated. 

We know that it takes a plethora of great ideas to 

interest consumers, and deliver as well as retain them. 

But they must emanate from several fronts, and this 

issue inspires just that kind of accepted wisdom. 

Looking for great Out-of-Home solutions? Posterscope 

has been working smart to build a better bridge between 

brands and their target audiences. And Universal McCann 

is at it again, delivering cool media solutions to more 

brands. 

The interaction marketing section features another 

creative solution crafted by Arachnid. And Straight Alpha 

offers the opportunity to communicate with consumers 

within Klang Valley’s more popular F&B joints. 

There’s an assortment of ideas in this issue. We hope 

that inspiration will reign as you leaf through the pages. 

Publisher : James Selva Executive Publisher : RT Selvii Publishing Director : RS kumar 

Group Editor : CgN Raghunath (email:brandman@tm.net.my) Staff Writer : Chris krishna 

Contributors : george aveling, R. venkateswaran Marketing Manager : R Selvan, anenda Sharma 

Art Director: vitiyaa S. Graphic Designer : va kanmani , av Shantini 

Dtp Artist : S Savithri Production Coodinator : R Sangeetha IT Executive : vani Sri Administration : kavitha 

Printed By : BHS Book Printing Sdn Bhd lot 17-22 & lot 17-23, Jalan Satu, Bersatu Industrial Park,Cheras Jaya, 43200 Cheras, Selangor 

PP11255/4/2008 

Published by: 

Perception Media Sdn Bhd 

3-3, Jalan 11/48A, Sentul Raya Boulevard, 

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Tel : 03 4043 0500 Fax : 03 4043 7648 

A Member Of:

Brand Equity Out-of-Home Strategy 

GET MORE FROM 

OUT-OF-HOME 

The straight-talking header 

compels advertisers to simply 

get more from a plethora of 

out-of-home solutions 

By Raghunath 

[[ 


Bala Pomaleh 

A disconnect of sorts must be bothering 

Bala Pomaleh and for sure, his contemporaries 

operating in the out-of-home advertising 

sector. 

For starters, it was last reported that 

advertisers in Malaysia plunked an estimated 

RM108 million to reach consumers via the 

outdoor medium. But it’s the paltry 2.0% 

share of total AdEx (Nielsen Media Resarch, 

2007) that triggers the notion of the 

confounding disconnect. Though all formats 

are not covered by Nielsen Media Research, 

a complete out-of-home estimate stacks up at 

a mere 3.5% of total AdEx. 

‘More than 60% of our time is spent out of 

home, and its 50% more than what it was 10 

years ago. Yet the adspend for the medium is 

inconsistent given the insight. It does not add 

up despite the enormous value the medium 

can deliver,’ says Bala, the MD of Posterscope 

Malaysia, a fledgling unit of the global out-ofhome 

Posterscope network.

Sure, it’s a medium that operates 24/7/365 regardless. 

It can be parked atop a plethora of strategic locations and 

deployed to inspire in innumerable ways, as evidenced by 

the variety of formats that work hard to tickle consumers 

these days. 

But it’s the state of affairs that poses the immediate 

challenge. The Lion’s share of AdEx (Jan - Dec 2007) 

has been cornered by Television and Print at over 88%. 

Magazines and newspaper owners are becoming more 

aggressive. 

And it’s become very fashionable for the TV boys to 

disengage advertisers from print. Inter-media competition 

is in high gear and the norm really. 

So what’s Posterscope’s intent given the free-for-all? 

Says Bala, ‘As a specialist, we will always deliver strategic 

solutions to advertisers. The suite of time-tested tools 

that we deploy is primed to add considerable value to our 

client’s out-of-home activities.’ 

‘Gone are the days when agencies can force-fit an 

out-of-home solution for advertisers. Insights and media 

solutions must be matched to deliver an engaging connect 

between the brand and its target audience,’ he adds. 

And activities at Posterscope have been in high gear 

since the second quarter of 2007. Explains Bala, ‘Data is 

not easily available for the out-of-home business, which 

is why we invested time to gather top quality data before 

launching Posterscope in Malaysia.’ 

He also adds that all the necessary 

processes and tools have been put into 

place since then. ‘Orbit is a planning and 

buying process. It delivers the best value 

to buys in the out-of-home environment. 

We use this process to perform a 

repertoire of functions including 

gathering insights, planning formats, 

media buying as well as to support the 

negotiation process.’ 

‘A supporting suite of tools called 

Prism helps us to deliver strategy. Prism 

tracks competitor’s activities, perform 

an impact and efficiency analysis for the 

various out-of-home sites we have access 

to, do a site rating, evaluate creative 

ideas as well as furnish delivery reports 

for clients.’ 

He explains that data is constantly supplied into Prism to 

deliver up-to-date analysis to help make informed decisions 

for advertisers. 

Details of over 5000 outdoor sites throughout Malaysia 

are matched with product category data to produce 

information that helps to craft value added out-of-home 

solutions. 

And interesting details do emerge from Prism. ‘For 

instance, we can tell which banks are advertising in the 

out-of-home environment, where their ads are sited, give 

an assessment of their impact through the site’s scores, 

and if their ads are located in a concentrated cluttered 

environment,’ explains Bala. 


Among others, companies that wish to advertise their 

brand in sites that are closer to colleges, or shopping 

malls have the option of specifying proximity type of buys. 

Others may specify that the sites should not be within 10 

km of each other, or perhaps 2 km away from a pub. 

Bala adds that the suite also includes Prism Creative 

which enables amplification of the brand message by 

proposing the right color combination, font types as well 

as sizes; along with scaled visuals that showcase how 

an ad will look from various distances to determine the 

effectiveness of the creative. 

And Posterscope’s differentials? ‘The way we plan is 

different. The mapping that we do enables us to clearly 

envision what an intended site can deliver. An immensely 

popular high-score commercial center may not deliver the 

desired impact as the site may be cluttered with too many 

billboards. The tools we use give a complete picture of the 

environment’s potential and deliverables for advertisers. It 

means that efficiency and impact is maximized,’ says Bala. 

And what does he believe is a key quality of any 

impactful out-of-home advertisement? ‘Given that target 

audiences have between 3 to 7 seconds to view an out-ofhome 

ad clearly suggests that the simplest ones are the 

most effective,’ says Bala. 

Bala can be reached at bala.pomaleh@posterscope.com 

Posterscope’s Repertoire of Out-of-Home 

Solutions 

BmW Wall SCaPE 

BMW Wall Scape 

Brief 

• To create awareness amongst affluent individuals 

• Amplify BMW’s superior features

Insights / Strategy 

• Busy Target Group 

• Spend time Out-of-Home 

• Entertaining business partners 

• High concentration in KLCC, and the Mandarin 

Oriental 

• Collaboration with Media Owner to capitalize on 

unused space 

• Something big enough and impactful 

• Coincided with BMW’s F1 Pit Lane Park event 

The Execution 

• Wall banner almost 1000ft long 

• Banner showcased various BMW features 

• Located where there is staggering traffic 

• Immensely impactful 

• And costs a fraction compared to unipole in the 

vicinity 

mINI STICkS TO CORNERS 

Brief 

• Amplify Mini’s proposition that it ‘Sticks’ to 

corners 

Insights / Strategy 

• Affluent “youth” love fast cars 

• Taking a corner is always thrilling 

• Showcase Mini at “tight corner” 

• Evaluated various locations 

• Bangsar and Damansara hosts affluent residents 


• Used a fiber glass Mini 

• Outcome simulates tight corner experience 

• That Mini’s maneuver spectacularly at curves 

• An industry first that delivered immense impact 

• Great relevance to Mini’s proposition 

Brief 


mayBaNk BuIlDINg PROJECTION 

Create something special for Maybank to celebrate 

Malaysia’s 50th year of independence 

Insight / Strategy 

• City is full of lights during the said month 

• To stand out, execution must be bigger than life 

and highly impactful 


• Menara Maybank became a giant screen – 24 

high impact projectors on 2 sides of the building 

and light projection on the other 2 sides were 

deployed 

• National motifs such as the Malaysian flag, 

Hibiscus flower, national day logo and the 

declaration of independence were used to amplify 

the message 

• Fantastic cut-through was evident because even 

taxis brought tourists to the bank to show them 

the projection 

• Some tourists took pics of themselves with the 

Maybank building as the background.

Brand Equity Cover Story 

By Raghunath 

& 

a naTIonwIde passIon conTInues 

To be a harbInger of fame 

forTune for a brand operaTIng In 

a lIsTless caTegory 

LEadinG 


Van TP 

wiTH a 

TRanscEndinG 

PassiOn 

IT Is an unpreTenTIous producT! 

But Malaysians from all walks of life will 

insist that savoring a cup of ‘Pulled Tea’ or 

‘Teh Tarik’ remains just about one of the most 

satisfying ways to kick off any day. Expressions 

of ‘must have it’ or ‘cannot live without it’ are 

a given with the beverage. 

Routine as the activity may be, consumers do 

relish the opportunity to relive the experience 

every single day. Right from the part where 

they yearn for the beverage, to placing the 

order and thereafter to down that large cup, 

alone or otherwise. 

To some it’s just it – a cup of Tea. To 

many others, its art deftly meshed into the 

consumption experience. And that layer of 

froth delivered by the act of ‘Pulling’ heightens 

the excitement before that first sip.

But there’s gold in it for brand builders. The 

unparalleled passion for downing Teh Tarik transcends 

every demographic in Malaysia. Income, ethnicity, gender, 

social class, and a slew of lifestyle elements have been 

trivialized. 

Therein hides the proverbial goose. And to the 

undisputed King of the Sweetened Condensed Milk (SCM) 

category F&N Dairies, it was strategic sensitivity that 

delivered the crown. 

In 1999, the company hatched an ambitious plan to 

anchor its F&N SCM with the nationwide passion for Teh 

Tarik. The association remains impregnable to date! And 

aficionados will insist that SCM does add considerable zing 

to every cup. 

At the time, F&N SCM was hot on the heels of the then 

number one brand Teapot. A year later F&N SCM nudged its 

way to pole position, and at present leads with more than 

17% market share ahead of the nearest competitor. 

But let’s shift gear for a peek into the market. The 

low involvement category is highly competitive with 

the landscape dotted by many brands competing on 

price. Analysts say that the category is valued at around 

RM1 billion. 

Pressure to deliver better margins still is at an all-time 

high. In addition, SCM isn’t a bloating category given that 

increasingly affluent and informed Malaysian consumers are 

seeking healthier alternatives. 


Though the odds seem stacked against the category, it 

gets somewhat evened out as the product is consumed by 

the masses; in-home as well as on-premise at restaurants, 

food courts, food stalls; and of course, anytime. 

‘We needed a platform that was very strong, uniquely 

ours to own, and one that can grow the brand to leading 

position. That is why we pioneered the association between 

F&N Sweetened Condensed Milk and Teh Tarik in 1999,’ says 

Van TP, the company’s Asst. GM (marketing). 

And driving the initiative is a vision to match. Explains 

Group Product Manager Nazura Jalil, ‘F&N’s brand vision is 

to be a friend who adds enjoyment into people’s lives, and 

enriching their daily social as well as personal experiences.’ 

So the plan got activated in 1999, led by a slew of both 

above and below the line campaigns; and spearheaded 

by a national contest planned exclusively for the trade in 

collaboration with RTM. 

Dubbed Cabaran TariKing (the ‘Pulled Tea’ Challenge), 

the contest encouraged contestants to flaunt their best 

TariKing (tea pulling) skills. The immense success of the 

contest spilled over and generated considerable interest 

from consumers. 

‘Over time, we had housewives and young Chinese 

people clamoring to take part,’ says Nazura. 

While Cabaran TariKing became synonymous with F&N 

and left an indelible mark in the SCM landscape, more

needed to be done to maintain the momentum, and to 

sustain consumer interest. 

F&N Dairies stayed on the cutting-edge course and 

made history by getting into the Malaysia Guinness Book 

of Records for holding the largest simultaneous tea pulling 

assembly on August 27, 2000 in Kuala Lumpur. 314 people 

participated in the event. 

And while Cabaran TariKing became part of the SCM 

landscape with swelling participation, F&N Dairies moved 

on and hit the airwaves once again with another biggie in 

2003. 

A 120-strong F&N Dairies contingent participated for the 

first time at the 46th Merdeka celebrations during the year. 

Smiles and applause emanated from the VIP grandstand 

while an exuberant crowd roared ‘Teh Tarik!’ The 

contingent included 16 Teh Tarik champions and specialists 

who performed a special tea pulling routine. 

‘We chose to incorporate Teh Tarik in a national event 

to showcase a unique aspect of Malaysian lifestyle. It was 

also an appropriate platform to promote it as an attraction 

to the many foreign visitors witnessing the parade,’ says 

Nazura. 

And to sustain energy, the year 2006 bore witness to yet 

another interesting evolution for the F&N SCM campaign. 

The brand platform evolved from owning an act of 

preparation (pulling tea) to owning an occasion (a Teh Tarik 

session), i.e. Sesi Teh Tarik. 

Sesi Teh Tarik F&N, a travelogue program, saw the 

folks at F&N Dairies travel to different states and regions 

within Malaysia, bringing viewers an insightful look into the 

different ways F&N SCM and Teh Tarik are consumed, and 


sharing personal stories of locals and their relationship with 

F&N SCM. 

Amidst all happenings, it was meant to be just another 

day elsewhere. But startled passers-by and motorists 

stopped in their tracks for a second look at a young lady 

who nonchalantly went about her business ‘TariKing’ a 

frothy Teh Tarik. 

Sure, it’s a common enough occurrence at any food stall 

one might say. But the lady in question was in a moving 

truck, and boxed in by transparent glass panels! 

Reactions ranged from amused grins to incredulous 

stares. And curious motorists that opted to tail the truck 

found themselves heading for a Giant Hypermarket where 

the latest Sesi Teh Tarik F&N 2007 roadshow was in full 

swing.

monumenTal momenTs wITh Teh TarIk 


Nazura Jalil

Nazura Jalil (3rd from left) with the team from communications partner, DDBI 

‘As the brand synonymous with Malaysia’s Teh Tarik 

culture and much enjoyed by the young and old, we 

decided to bring the Sesi Teh Tarik F&N 2007 even closer to 

all Malaysians,’ says Van. 

Beginning April through to mid May 2007, the Sesi Teh 

Tarik F&N roadshow reached Malaysians at selected Giant 

outlets during weekends in key market centers of Kuala 

Lumpur, Petaling Jaya, Kota Bharu, Kuantan, Johor Bahru, 

Melaka and Penang. 

Shoppers who stopped by the F&N stalls at the 

respective venues were treated to free cups of Teh Tarik. 

‘And consumers who purchased two tins of any F&N 

Sweetened Condensed Milk product were entitled to take 

part in a lucky dip that offered many attractive prizes,’ 

adds Nazura. 

A carnival-like atmosphere drew the attention of 

shoppers to activities such as stage games, quizzes and 

in addition, cajoling them to try their hand at a TariKing 

competition. 

‘In conjunction with the Sesi Teh Tarik F&N campaign, 

we also organized a national consumer promotion 

campaign. Loyal consumers were rewarded with prizes 

valued at over RM600,000 which included a Grand Bonus 

Prize of RM500,000 in addition to a Toyota Avanza,’ says 

Nazura. 

While eliciting considerable interest and delivering 

excitement for a category that is pretty much listless, 

recognition soon followed for F&N Dairies. 

The brand has been named Malaysia’s No.1 Family 

Brand for two consecutive years by the Nielsen Company’s 


Malaysia’s Top 100 Brands Report. And recently, F&N SCM 

was voted into the Reader’s Digest ‘Club’ of Super Brands 

by consumers; and for the second time! 

The silver and bronze awards picked up in the Asian 

Marketing Effectiveness Awards are evidence of the efforts 

of the team behind F&N SCM. Recently, Sesi Teh Tarik F&N 

also won the winner credits for Advertising and Marketing 

Awards (2007), which honors excellence in effectiveness 

and creative communications on an international scale; 

the only winner from Malaysia! 

And F&N SCM has notched a Brand Equity score on a 

high 7.9, while the next brand remains at a paltry 0.9. 

So what’s next? ‘We will create another milestone in 

2008 through a campaign dubbed ‘Detik Gemilang F&N’. 

The insight driving the campaign is that great ideas are 

thought of during a Teh Tarik session,’ says Van. 

And the idea platform? Explains Nazura, ‘We believe 

that F&N SCM is the brand behind many monumental 

moments, whether at a personal or national level. In 

addition, F&N SCM is the unsung hero behind many 

successes, achievements or milestones, and will be the 

creator of many to come.’ 

The campaign will be activated via a series of TVCs 

depicting the idea platform. Nazura says that a nationwide 

contest will offer consumers the opportunity to create 

their own monumental moment. The grand prize winner 

will get to own and operate a F&N Tarik Café worth a hefty 

RM500,000. 

The campaign duration? March – May 2008. Will that be 

all? Stay tuned!

[ 

Brand Equity 

Agency Profile 

Zayn Khan 

Talent to the 

Talent development tops the list of 

imperatives within the heritage-rich 

brand communications agency 

By Raghunath 

[ 

Fore @ 

Ogilvy 


We asked about his vision. Came the 

atypical response from Zayn Khan, Group 

MD of Ogilvy Malaysia, a leading brand 

communications agency, ‘I want to make us 

one of the best employers to work for’. 

Nonconforming it is, because responses 

from corporate bigwigs often tend to veer 

towards the usual – market ascension, 

competitive advantage and other resembling 

ambitions. Sic! 

So why laud Zayn? Simply because he did 

not marginalize the fundamentals – that 

people are at the core of every happening 

in any organization. People are the drivers 

of corporate success. And people deliver 

delighted customers.

Allied to that is what’s been happening elsewhere. 

Consumers are in control of the joystick, and insights must 

be dead right before any strategic initiative to tickle the 

senses can be crafted. 

It explains why internal talent must be nurtured; and 

be brought to-speed with market nuances. Zayn says that 

there are enormous opportunities for talented people to 

grow vertically or laterally within the group. He attributes 

this to the well endowed Ogilvy network that spans the Asia 

Pacific region. 

He adds that sizable resources have been ploughed 

into talent development. In particular, a results based 

compensation plan is primed to draw people with potential 

and relevant experience. And complementing the entire 

scheme of things is the provision of a pleasant work 

environment – enhancements to it are in progress. 

Zayn explains that all of this is part of an undertaking to 

ensure that Ogilvy does more to help clients better manage 

their external as well as internal brand communications. 

Locally Accomplished 

Having been in Malaysia for over 40 years, Ogilvy has 

evolved into a full services communications company and 

occupies pride of place as the largest herein by size. Over 

280 people work within Ogilvy to deliver potent solutions 

for clients. 

Leapfrogging over the competition to reach the top, 

Zayn says that growth has largely been fuelled by local 

business establishments which account for just about 70% 

of their total revenue. 

He says that an intense recognition for the benefits 

of branding in corporate boardrooms in recent years has 

helped bloat Ogilvy Malaysia’s kitty. ‘Increasing confidence 

among Malaysian brands to venture overseas and focus on 

brand building at the same time is evident,’ he says. 

Household brands such as Maxis, Malaysia Airlines and 

CIMB are included within the Ogilvy portfolio; in addition to 

Nestle, DHL and IBM. 

360˚ Brand Communications 

In a move designed to help build client brands in a more 

complete and holistic manner, Ogilvy pioneered ‘360˚ 

Brand Stewardship’ in the mid-nineties. 

Preceeding the roll-out period was an environment 

in which brand communications mobilized through 

traditional ad agencies involving advertising, PR and media 

management did not come together in a coordinated 

manner. 

The 360˚ practice moves the brand to center-stage 

before any communications strategy can be crafted. The 

first shot impels the team at Ogilvy to train their eyes on 

the brand and/or communications problem to be resolved 

before deciding which disciplines should be deployed. 


Clear parameters that focus on the problem will point 

the way to the most appropriate channels and activities 

that can be used to deliver the solution. Admittedly, it will 

be tough for any brand with a shoestring budget to benefit 

from the entire range of the 360˚ practice. 

And the move has its structural implications. Explains 

Zayn, ‘With 360˚ Brand Stewardship, the various disciplines 

must work seamlessly together to deliver.’ And there’s 

more than meets the eye; a 360˚Brand Team is in operation 

at Ogilvy. 

The 360˚ Brand Team 

High share brand owners with deep pockets have 

absolute access to the entire range of benefits that are 

offered by the 360˚ Brand Stewardship model. 

Of particular interest would be the operation of a clientfocused 

360˚ Brand Team headed by a Business Director 

who reports to Zayn directly. This unit is tasked to manage 

the communication needs for a specific big ticket brand. 

Case in point is Ogilvy’s Maxis Team, headed by 

Ranjeetha Menon, which swings into action when the 

client’s brief is routed in. The best response to the issue at 

hand is then crafted by the team. The Maxis team is over 

40 strong, operates independently, and draws its talent 

from all of the disciplines into a matrix structure.

Moving Forward 

Zayn Khan wants Ogilvy’s market position to ascend 

even further. But it is obvious that this intent can only be 

realized if nurturing and managing talent is always given 

that pole position in Ogilvy’s strategic plans. 

Case Study: Talent in Action for IBM 

Objective 

To change the perception that IBM caters only to large 

corporations. 

The intent was to invite more SMEs to participate in an 

event showcasing a variety of IBM’s solutions. 

The Work 

• A specially-designed invitation letter split into three 

parts, analogous to Small, Medium and Large businesses 

was designed. 


• All three parts could be read as one continuous letter. 

Each part could also be read as a standalone letter, showing 

that every business regardless of size is important to IBM. 

The Results 

• The desired response was 600 registrations for this 

event. 900 people registered, a 150% response. 

• 421 companies were represented, of which 60% were 

Small and Medium-size companies. 

The Awards 

• Cannes Lion 2007 – 1 Bronze, 1 finalist 

• Spikes 2007 – Bronze 

• ECHO 2007 – Finalist 

• WPPED Cream 2007 

• The WORK07 – Best DM 

• Red Hot 2007 (shorlisted, final selection end-Oct) 

• DIRECTORY Issue 3 – Best DM 

• Kancils 2007 

• DMAM (Dec 2006) – 1 Gold, 

3 Silver, 

1 Bronze

leT US DO THe caTcHING 

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Brand Equity Creative Media Strategy 

The global expression of media specialist 

universal mccann inspires the crafting and 

execution of creative media solutions for 

two potent brands 

[[ 

THE NEXT 

THING NOW 


Case repertoire 2 

1. kickstart with the goodness of Seasons Soya 

Background 

Most Malaysians are health conscious and consider 

breakfast to be one of the more important meals in 

the day. Soya, with its benefits is already considered 

to be an important health supplement. 

The Challenge 

To encourage consumers in Klang Valley to start the 

day with the healthy benefits of Soya and break 

through high clutter at the point-of-sale. 

The Strategic Communications Solution 

Bread is associated with breakfast, and so it was 

decided: Attach Season’s Soya to Bread….literally! 

(A new medium was hence born) 

A five-page booklet was attached to the wrapper 

carrying bread home to families. The booklet acted 

as a mini brochure to communicate the goodness 

of Soya and to encourage Soya consumption during 

breakfast.

The campaign was executed on a Sunday to capture 

peak time shopping crowd purchasing bread for their 

forthcoming weekly consumption. 

The Role of Selected media 

The media – ‘Bread’ is… 

• Very relevant as a breakfast platform, and... 

• Closest to consumer purchase decision period 

The selected day ‘Sunday’ has amongst the highest 

incidence of weekly grocery purchasing! 

The use of Creative materials 

The booklet’s key message (on page 1) ‘Start Your Day 

Healthy with Seasons Soya’ is positioned facing the 

consumer at the point-of-sale. 

Page 2 and 3 carried messages on the health benefits 

found in Soya and encouraged consumption of Soya 

during breakfast. 

Page 4 and 5 provided product assurance (100% Soya 

beans from Canada) and created awareness of the new 

variant Red Bean Soya. 

The Results 

The execution achieved high visibility because the 

placement was completely customer-facing on shelves at 

the point-of-sale. 

The promotion was regarded as a truly innovative idea 

and it attracted high attention at the point-of-sale. A 

survey amongst 236 respondents in the Klang Valley 

revealed that: 

• 76% of them noticed the ad; a huge achievement 

given the high levels of clutter at the retail end 

• 67% of the shoppers found the format interesting & 

innovative 

A08 -BEST USE OF AMBIENT MEDIA / POS 

KICKSTART WITH GOODNESS OF SEASONS SOYA 

Brand Equity | 15

The cherry…Seasons Soya’s position shifted from a 

distant 3rd to 2nd in terms of market share. 

The accolade 

Bestowed ‘Best use of POS’ at the 3rd MSA (Media 

Specialist Association) Malaysian Media Awards 2007. 

2. masterCard: making Shopping the medium 

Background 

MasterCard, the largest credit card in Malaysia, has 

always been investing during the Malaysian Mega Sales 

(MMS), an annual shopping extravaganza. In 2005 alone, 

the MMS set cash registers ringing with nearly USD $1.35 

billion worth of purchases. 

This being a recognized harvesting period, MMS typically 

attracts a lot of advertising impetus from varied 

advertisers reaching out for the consumer’s wallet with 

promotions and other assorted enticements. 

Amongst the din of this high octane advertising 

blitzkrieg, it was imperative for the official card 

to stand out, be noticed and effectively convey its 

communication message. 

The Strategic Communications Solution 

Shopping was made the Medium! 

Powerscreens were inventively dressed in the form 

of a giant Hanger – an iconic, eye-catching and highly 

intuitive shopping visual. 

The specifically created Out-of-Home TVC’s which had 

visuals of shopping items like designer shoes, MP3, gold 

bracelet & beach shorts were designed & executed 

in such a way that the shopping items looked to be 

seamlessly grafted into & dangling from the largerthan-life, 

giant sized Hangers thus making shopping the 

medium. 


The Role of the Selected media 

For this to be effective, the medium needed to have 

high reach with the target audience & be impactful 

against the typical advertising blitzkrieg witnessed 

during the MMS period. 

Bangsar, one of the more prominent shopping & 

recreation districts in Kuala Lumpur, was the chosen 

location. 

Another important consideration was proximity to pointof-purchase. 

In this melee for a share of the consumer 

wallet, it was imperative to be close to the consumer 

and as near to the purchase decision occasion. 

Powerscreen, the giant Out-of-Home TV screen with a 

reach of nearly 62% and located strategically close to 

shopping malls, satisfied all the criteria. 

The use of Creative materials 

Powerscreen was inventively designed as a Giant Hanger 

- an intuitive, iconic shopping cue. The Hanger playing 

pivot, TVC displaying shoes, bracelet, beach shorts were 

specifically crafted and appearing to dangle from the 

spine of the larger-than-life Hanger. 

The key Results (20%) 

As much as 50% of the people felt that the creative 

execution was far more effective compared to a normal 

Print ad. 

The effectiveness was borne out of the innovativeness 

of the media execution. Almost 78% of the respondents 

considered this as an all-encompassing advertising 

format. 

Almost 21% indicated an inclination to use MasterCard 

for their purchase considerations. 

Interested readers may reach Universal McCann at: 

curious.forever@ap.universalmccann.com.

Brand Equity | 17

Brand Equity Interaction Marketing 

presenting a project conceived 

by malaysia’s most awarded 

interaction marketing agency 

arachnid 

THE OPEN 

SOURCE 

MUSICIAN 


BaCkgROuND 

Pacai the sessionist/songwriter is the lowprofile 

musician behind many local hit songs 

and even original film soundtracks for over a 

decade. Currently he is working on producing 

his debut solo album. 

CHallENgE / NEED 

Embarking on his debut solo album, Pacai 

came to Arachnid looking for digital means to 

connect with the public and inspire others. 

What was remarkable about his philosophy 

on music was that he seemed less concerned 

about the propriety of his work and album 

sales than the need to inspire and give back 

to the industry. 

In short, the brief was to enable him to 

digitally share his work and develop young 

talent in the music industry at the same time.

SOluTION 

The agency Arachnid developed a brand essence 

for Pacai: ‘The Open-Source Musician’; which set the 

strategy on an out-of-the-box path to re-think everything 

surrounding the creation, launch, marketing and 

merchandising of his debut indie work with consumergenerated 

involvement at its core. 

The goal was to involve and engage his audience at all 

levels, whilst using his debut album as a renegade platform 

to rewrite the recording industry establishment’s rules. 

THE uNfINISHED alBum 

First, Arachnid convinced Pacai to leave his album 

unfinished for a soft launch. Unfinished songs, broken up as 

individual tracks (guitars, vocals, drums, loops, etc) can be 

downloaded by the public from the website www.pacheye. 

com, remixed at will and submitted back. 

The best will be mastered for the finished album and 

credit shared with the contributors. The breaking and 

re-forming of his music is given visual form and runs as a 

design theme throughout the website. 

muSIC IS aRT. aRT IS muSIC. 

Fans and visitors who are musically challenged are not 

forgotten. The agency created a unique web application 

called ‘The Art of the Mix’ which lets users experience 

music creation with no prior musical knowledge. 

Users ‘paint’ on a blank ‘canvas’ from a palette that 

corresponds to a selection of original instrumental pieces 

and sound effects recorded by Pacai. The application then 

translates the ‘art pieces’ into music tracks, saves it to a 

viewing/listening gallery to be shared with others. 

The best artwork/music created by site visitors 

will be used in the final CD sleeve art, posters, mobile 

downloads, T-shirts and other merchandising. 


SEllINg SEmI-alBumS 

Post-launch, consumers can vote for which songs to be 

sold separately on a permanent basis so that buyers can 

choose to enjoy the album in parts rather than as a whole 

(Selected songs are already available for sale on the site as 

a pre-cursor). 

Unlike the electronic delivery of online stores such as 

iTunes, these will be delivered on physical CDs, complete 

with collectible sleeve/disc art that was designed by the 

consumers themselves. 

CONNECTINg WITH HIS auDIENCE 

On an on-going basis, Pacai converses with his audience 

through his forum and shares his thoughts on music, tips 

for aspiring talents and conversations with fellow musicians 

and singers via a series of podcasts. 

REvOluTIONISINg THE INDuSTRy 

This project is a first for Malaysia and the music 

industry, with Consumer-Generated Content forming 

the core brand idea, executed through media-neutral 

engagement.

The ideas don’t just affect the web offering, but has 

transformed every aspect of the client’s product, marketing 

and sales strategy. 

ClIENT fEEDBaCk 

Thanks to the positive reviews received, Pacai now plans 

to make www.pacheye.com his only digital home base by 

vacating and consolidating his other digital spaces into this 

site. Something he hadn’t envisioned doing at the start of 

this project. 


THE aWaRDS? 

SILVER: 

Direct Marketing Ass. of M’sia Awards (DMAM) 2006 

(Best Use of Web for Brand Building) 

BRONZE: 

Kancil Awards M’sia 2005-2006 (Digital – Websites) 

FINALIST: 

Asia Pacific AdFest Cyber Lotus Competition 2007 

FINALIST: 

New York Festivals Interactive & Alternative Media 

Awards 2007 (Entertainment Promo) 

Arachnid is one of Malaysia’s most established interaction marketing agencies since 1996, dedicated to providing 

marketers with new marketing solutions to interact with, involve and engage consumers. It is also Malaysia’s mostawarded 

interaction marketing agency, with over 90 major local and international awards for creative, strategy and 

results. Arachnid’s managing director Chin Weng Keong can be reached at wengky@arachnid.com.my

72,000 Readers 

Cine Fashion is now read by 


A media analysis study conducted by Synovate 

Media Atlas Malaysia has concluded the 

following insight on Cine Fashion magazine: 

• 78% of the readers are between 15-34 

years old age group 

• The Mean Age of Cine Fashion readers are 

27.3 years old 

• 60% of Cine Fashion readers have 

pursued higher level of education 

If moving your products at the retail outlets is 

your objective, Cine Fashion is your solution. 

Put Malaysia’s most widely read magazine 

among the Indian population to work for your 

brand today. 

To advertise please contact RS Kumar at 

012-2985557 or email rskumar@cinefashion.net 

Perception Media Sdn Bhd, 3-3, Jalan 11/48A, 

Sentul Raya Boulevard, 51000 Kuala Lumpur 

Tel : 03 4043 0500 Fax : 03 4043 7648

Brand Equity Brand Facelift 

RIDING 

Ow 

TheOwen 

WAVE 

Next 

Unwilling to settle for anything less; the popular 

Yeo’s has sets its sights on becoming a ‘Lovemark’ 

[[ 


By R. Venkateswaran 

The telltale signs can’t be missed. Take 

your usual Asian beverages adorning Malaysia’s 

retail shelves, and in particular Soy Milk and 

Chrysanthemum. Chances are your eyes will just 

about focus on one brand that continues its good 

run. 

And as Malaysia celebrated fifty years of 

independence, a resilient Yeo’s has set its 

sights on the future. A contemporarized visual 

expression of the brand riding on the back of a 

concept called Yeo’s ‘Next Wave’ was unveiled by 

Owen Ow, Managing Director and Chief Executive 

Officer of Yeo Hiap Seng; and along with it, a 

revitalized proposition for consumers. 

The company’s popular badge is now 

underscored by a wave-like element, suggesting 

that an upbeat and confident Yeo’s is poised to 

take-on the next fifty years. Fronting the change 

are two of the company’s popular product lines, 

its Botanical Beverages and Cintan Noodles. 

‘While we may have grown older in terms of 

the number of years, Yeo’s is 50 years ‘young’ 

due to our ability to conform ourselves through 

times of change. Yeo’s capability to adapt and to 

transcend time with the Next Wave enables us

to bring more excitement, innovation and renovation to 

our brand in addition to increasing its potential as a global 

brand,’ says Ow. 

‘We know that Yeo’s has evolved to become more than 

a Trademark. Consumers believe that Yeo’s is a credible 

‘Trustmark’, but in order to reinforce our position as a 

market leader we need to move with the times and elevate 

Yeo’s to be a ‘Lovemark’,’ he adds. 

‘Families have changed in the past 50 years. We wanted 

to reflect that in our identity, our packaging and the 

products we offer. In order to retain these consumers that 

have grown up with Yeo’s products in their household, we 

needed to change and grow with them as well,’ says Ow. 

But the adventure did not end with externally directed 

initiatives. The transformation of the brand from one that 

is considered mature to one that must be perceived to 

be young, exciting and vibrant did impel Ow to initiate 

internal changes as well. 

‘Our team was required to understand the market and 

the consumer better. We have to change our mindset. This 

included changes in the way we dress, the way we walk, 

the way we talk and how we express that young feeling,’ 

explains Ow. 

‘That initiated the need for us to believe that we have 

to espouse a new business model that does not conform to 

tried and tested business practices. People call it business 

as usual but we think of it as business unusual everyday,’ 

he adds. 

That gave birth to the concept of the ‘Yellow Storm’, 

an experience initiative that has been successfully 

implemented in Yeo’s markets throughout Malaysia. 


Explains Ow, ‘The objective of this campaign is to own 

the shelf, own the shop, own the streets and thus provide 

more visibility for our brand. The on-ground activity also 

drew the support of non-sales personnel from all levels 

within the organization who teamed-up and joined our 

sales team on the street. While inspiring teamwork, Yellow 

Storm encourages our people to have stronger buy-in of 

business plans and activities.’ 

On a related note, Ow says that Yeo’s One University 

delivers relevant marketing education that helps to 

enhance his team’s competencies. ‘We believe that 

continuous education encourages a sense of belonging 

while developing a learning organization,’ he says. 

And according to Ow, the entire brand facelift has also 

impelled the intent to embark on concerted new product 

development initiatives. ‘The Malaysian unit has started 

its own R&D initiatives for the beverage and instant noodle 

categories. The resulting but constant interfacing with the 

brand building team will nurture strategic level product 

development for the long haul,’ says Ow. 

‘We will also further strengthen our dominant position in 

the Botanical Beverages category and expand our range of 

instant noodle products as well,’ he adds. 

And what can we expect in the long term? ‘We are 

working towards making a significant presence in the 

halal food market as Malaysia intends to be the hub of the 

halal food industry. Our segmentation programs reveal the 

need to respond to the needs of new consumers with new 

formats. We expect our strategic plans to bear fruit in the 

coming year and this in turn will influence future growth,’ 

concludes Ow.

The idea of that relentless pace is best - Brand Equity Magazine

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