Media Strategy for National Brand Development

The Shortlist
CAMPAIGN
A Message From Your Future Baby
AGENCY
OMD Hong Kong
CLIENT
Wyeth Nutrition
BRAND
Wyeth Materna
DETAILS
Being a good parent can never be harder in Hong Kong. Small and crowded living spaces, increasing inflation, prolonged working hours as well as the competitive culture made young couples doubt their capability to raise a child. So we gave ourselves a mission to strengthen their determination of building a family and get physically ready, by offering the emotional support and professional nutrition advice they need!

Through our simulated parenting experience, young couple could have a first taste of parenthood by interacting with their future baby created. The experience built a profound connection that brought couples and babies closer through interactions could motivate them to start pre-natal preparation and brand recall.

Note: Results are confidential
CAMPAIGN
Star Sports - Kanna Keep Calm
AGENCY
Lowe Lintas + Partners, India
CLIENT
Star India Pvt. Ltd.
BRAND
Starsports.com
DETAILS
Star Sports is the pre-eminent sports broadcast brand in India, as it is across much of the Asian region. Unfortunately, it had missed out on being associated with what would go on to be the most watched Twenty20 cricket league in the world, the Indian Premier League (IPL), when it was launched in 2008. In a cricket-crazy nation such as India, and in a popular format like T20, the IPL soon had a cult following, with its summer spectacle becoming a much awaited event in the international cricket calendar.
 
In 2014, Star India had an opportunity to make amends and get associated with the IPL brand, though with a different medium. StarSports.com won the license for the digital distribution of the 7th edition of the IPL from You Tube, the world’s largest online video portal.
 
As the IPL had taken a hit before the 2014 edition for various reasons, and Star India had to match the impressive reach of the previous incumbent, You Tube, it was imperative that the StarSports.com campaign give people a compelling reason to watch the latest IPL edition on its digital platform, thereby delivering results.
CAMPAIGN
Launch of Malaysia's Largest Satellite
AGENCY
Edelman Public Relations Sdn Bhd
CLIENT
MEASAT Satellite Systems
BRAND
MEASAT-3b
DETAILS
In April 2014, Malaysia’s sole licensed satellite operator - MEASAT Satellite Systems Berhad - was set to launch its largest and most advanced communications satellite, the MEASAT-3b, from the European Spaceport in Kourou, French-Guiana. MEASAT needed a public relations campaign that would build awareness of its brand and instill a sense of national pride in the launch.
On the surface, the task may have seemed easy. However, the reality was significantly daunting.
 
A successful campaign needed to generate interest in a highly technical accomplishment that lasts a mere 20 seconds that takes place in French Guiana.
 
The launch of MEASAT-3b needed to stir a sense of pride among audiences, even though Malaysia has many satellites orbiting since 1996.
 
Finally, the campaign needed to mitigate potential risks in the event MEASAT-3b launch fails (catastrophically) or is delayed, common in the satellite industry.
 
A successful campaign would need to walk a fine line between balancing a build-up of brand awareness and pride with the notion that failure was a distinct possibility.
 
This was the task mandated to the Agency in April 2014. A holistic programme to support MEASAT’s latest mission, position the company through a compelling core story and increase positive publicity in broadcast, print and online media. 
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