BRANDTHINK Malaysia » Advertising

(Work) Lilly, creating a career that matters

BRANDTHINK Malaysia — Tue, 22 Feb 2011 07:23:32 +0000

Lilly, one of the global leaders in pharmaceutical innovation is set to open the Lilly Asia-Pacfic Shared Service Centre to serve the needs of Lilly corporations around the region. In Jan 2011, it set out to create a recruitment initiative that will change the way people think about the traditional accounting career.

Founded by Eli Lilly in 1876, Lilly is now the 10th largest pharmaceutical company in the world. Across the globe, Lilly has developed productive alliances and partnerships that advance its capacity to develop innovative medicines at lower costs. Lilly is consistently ranked as one of the best companies in the world to work for, and generations of Lilly employees have sustained a culture that values excellence, integrity, and respect for people

The Brief

In a extremely competitive environment for talented people, Lilly needed a way to stand out from our Shared Service environments as well as traditional career paths chosen by accounting and finance professionals. It needed a way to break-through the norm of working in an auditing firm or financial institution as the primary career choice. In addition to that, it needed Malaysia to see their brand as a global leader not just in pharmaceuticals but as a global employer.

The Campaign

Lilly believe that everyone of its 40,000 global employees contribute towards its mission to create, develop and deliver pharmaceutical products that solve medical issues that today are unmet. Lilly strives to save and improve lives through innovation in all aspects of the pharmaceutical industry, including its financial operations.

In order to tell the story of Lilly’s mission, we created a link between what Accounting & Finance professionals normally come across in their daily routines (the managing of financial assets, liabilities and the likes) and to what their work really contribute to.

The use of accounting concept to illustrate the point that there is meaning in the work they do help create a call for people who wants their work to means something more to apply and join Lilly’s global mission.

The first recruitment ad ran on 19 February 2011 and will continue with print and online executions in the following months.

Lilly's Print Recruitment Ad

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(Work) Who says you can’t enjoy business trips? – HotelClub

Advertising — Mon, 28 Sep 2009 02:00:48 +0000

Singapore – HotelClub, the world-leading online hotel-booking site today launched its latest Business promotion: Who says you can’t enjoy business trips. The campaign aims to put HotelClub’s stamp on the business travel market in Singapore as well as the rest of the region.

The promotion provides for Free Internet Access, Late Checkout and Free Room Upgrades to a large selection of hotels around the world – a feature that is bound to be very popular to business travelers. The campaign runs from 28 Sept 2009 – 11 Oct 2009 and is available to travelers within the South East Asian region including Singapore and Malaysia.

HotelClub Business Campaign Landing Page

The BRANDTHINK creative team was tasked with online banners, micro-site and print advertising in Singapore. The challenge for the team was to create an interesting hook that will appeal to the target market for a promotional campaign. The concept was then mooted to highlight that travelers can enjoy their trips – even if it is for work – with the hassle free offers from HotelClub. With less hassle, you’ll enjoy the trip more.

Business Promo Web Banner

Business Promo - Print Ads

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(Work) HotelClub – Birthday & August Sale

Advertising — Wed, 19 Aug 2009 11:52:56 +0000

HotelClub, the world-leading online hotel booking service has tasked BRANDTHINK Malaysia to create promotional campaigns for the brand in Singapore. BRANDTHINK recent campaigns for HotelClub include the recently concluded 11th Birthday campaign and the HotelClub Sale in August 2009.

11th Birthday Campaign

August Sale 2009

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JetstarAsia: Penang-Singapore Launch

Advertising — Wed, 01 Jul 2009 15:21:54 +0000

JetstarAsia launched its inaugural flight from Penang to Singapore on 1st July 2009. In conjunction with the launch, JetstarAsia will run it’s Jetsaver Light Challenge, allowing selected teams to fly to Singapore and win great prizes.

The campaign is supported by radio ads targeted only in Malaysia’s north region, as well as print-runs in regional publications.

English Ad:

Chinese Ad:

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Featured (Work): Mac+iPod DiscoveryWeek IV

Advertising — Mon, 22 Jun 2009 07:42:57 +0000

(UPDATED 4 July 2009): The popular Mac+iPod DiscoveryWeek roadshow is back again! In its fourth leg now, the Mac + iPod DiscoveryWeek roadshow is held this time in Mid Valley Megamall from the 1st till the 5th of July 2009, the event offers great deals and the opportunity to enjoy a complete Mac experience.

Anchored by Apple Premium Reseller Machines, the roadshow brings back many popular attractions from the previous legs, including special promotions and deals on Apple products only available to shoppers at the roadshow. DiscoveryWeek IV will also introduce some exciting new features for the first time.

This time around, the most exciting brand new and completely hot attraction at this roadshow would be the iPhone booths. Machines, who is also a Maxis Authorised Reseller, will be showcasing the iPhone 3G, and some of the latest third party applications and games.

For DiscoveryWeek IV, our team created new touch-points for fans to participate in DiscoveryWeek in a whole new way:

Official DiscoveryWeek blog at http://www.discoveryweek.com.my – Find live updates and news relating to Discovery Week, now and the future. The blog is built on the WordPress platform and integrates many other social media marketing features such as Twitter and FaceBook.
@DiscoveryWeek on Twitter – simply “follow” us on Twitter and stand a chance to win an iPod shuffle!
The official FaceBook page for Discovery Week – join in the discussion on FaceBook and stand a chance to win an iPod shuffle.

Mac+iPod Discovery Week – Official Page on Facebook

UPDATED ———— 4 July 2009 ——————

One of a unique features of each DiscoveryWeek is the use of talents and musicians to create symbiotic showcases for visitors to discover the potential of Macs in music. In the past three DiscoveryWeeks, music performances were a joint-collaboration with Junk Magazine. In the tradition of supporting local talents and artists, DiscoveryWeek IV extended the platform to showcase what musicians can do with Apple products with DiscoveryMusic. DWeek IV featured artists such as Altered Frequency, Otam, Kings & Queens and Couple. One of the most exciting by-product was a phenomenal performance by Altered Frequency LIVE on stage using nothing but four iPod Touch – a first for Malaysia. Check out the video below!

www.youtube.com/watch?v=v1lk5Z6-1no

www.youtube.com/watch?v=9xoodb8Lceg

To revisit past Discovery Weeks, visit our archive:

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Featured (Work): JetstarAsia’s Plus! Plus! Plus! Campaign

Advertising — Mon, 08 Jun 2009 04:53:19 +0000

8 June 2009 – BRANDTHINK today launched a brand new campaign for JetstarAsia, as part of an eight day marketing blitz across key regional markets. The campaign is a collaborative marketing effort with the Civil Aviation Authority of Singapore (CAAS) and the Singapore Tourism Board (STB), and included print advertising, key radio stations and online sites in the key markets including Malaysia.

The campaign, starting 8 June to 16 June allows you to get great benefits when you buy just a one-way ticket to Singapore. You’ll get a return ticket, a second night hotel stay, shopping vouchers and a ride on the Singapore Flyer completely free of charge!

BRANDTHINK handled the creative for radio in Malaysia, and production of Interactive ads that were launched regionally. The concept of the radio campaign is an extension of a different campaign for JetstarAsia ran in December 2008 to promote the launch of additional flights to Singapore from KLIA.

JetstarAsia – Plus! – English Version

JetstarAsia – Plus! – Chinese Version

Visit www.jetstar.com today for more information!

Check out our original concept ad in December 2008!

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Featured (Work): Discovery Day 08 – MacBook Air

Advertising — Fri, 20 Feb 2009 16:22:40 +0000

BRANDTHINK Campaign Archives: from 2008.

At the launch of the Apple MacBook Air in early 2008, our agency executed the Discovery Day campaign for Apple Premium Resellers in Malaysia that showcased the sexy new model. Discovery Day is an on-ground activation program that is designed to grow the awareness of Apple products predominately among PC users. It is an evolved form of the Mac Test Drives (from 2005-2006). The concept is further refined and updated to become what is known today as the Mac+iPod Discovery Week.

The execution for this Discovery Day was centered around Radio, Online and in-store marketing.

Radio Ad: (Hitz.fm, Mix.fm Drive timeslots)

Online Ad: (thestar.com.my, sinchew.com.my)

In-store Marketing: Brochures, Sensormatic Cover-wraps.

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Mac+iPod Discovery Week III – Johor Bahru 25/2-1/3 2009

BRANDTHINK Malaysia — Fri, 20 Feb 2009 11:07:58 +0000

It’s Discovery Week again! If you have missed out the last two discovery week at Pavilion or 1Utama, then you shouldn’t miss out on the 3rd installment happening at City Square Johor Bahru. Jump over to www.discoveryweek.com.my for more information on the latest happenings as well as videos from the past Discovery Week.

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Featured (Work): The Mac Minute Show

Advertising — Wed, 18 Feb 2009 17:08:54 +0000

Blast from the Past: In 2007, BRANDTHINK helped Apple Malaysia developed a series of radio infomercials promoting the use of Macs and to encourage switchers from regular PCs. The result was the Mac Minute Show – a one minute infomercial focusing on specific features of the Mac OS X operating system, or the Macintosh line of computers.

The campaign ran in two phases, with a short break between each phase. Each phase has 3 distinct radio executions and it builds on one another, ending with a signature theme at the beginning and ending of each commercial.

1) Digicam and the Missing Driver Mac

2) Choices

3) Runs Everything

4) Aliens – Rule the World

5) Spotlight on Spotlight

6) Aliens Part II – The Queen

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JetstarAsia KLIA-Singapore Launch Campaign

BRANDTHINK Malaysia — Sun, 01 Feb 2009 10:25:20 +0000

When JetstarAsia launched their Kuala Lumpur-Singapore route in May 2008, they needed a campaign that would cost-effectively climb through the clutter in the marketspace. The airline industry in Malaysia at the time was wrapped in its own price war with its 2 local players. Entry into the market turned out to be a challenging affair. The question was, how do you draw the attention of would-be travelers without engaging in an all-out war at the time?

The solution was clear at the point: focus on the things that others were not focusing on. With its competition locked in a price war, BRANDTHINK rightly hypothesized that travelers are already used to the notion that air travel tickets would be low, to the point that price is no longer a main differentiators between brands.

Jetstar focused on the “experience of traveling”, using the message that it’s fun to travel with Jetstar to cut through the clutter. It also has strong selling points to backed its campaign as well: namely that it flies out of KL International Airport (where it’s more convenient and comfortable), its free online seat selection service (so that passengers do not need to wait in line) and that it is also competitively priced.

The end result was a creation of a series of bright happy ads that depict the fun of traveling with Jetstar. The campaign was executed via newspapers, online and FaceBook.

The Launch Banner Ad: In addition to newspapers, an online campaign was also run on The Star Online to promote the new flight to Singapore.

Phase II of Launch Campaign: Phase 2 included an element of contest into the ad campaign, where visitors are drawn into a microsite to enter a contest to win a Singapore trip for 7 of their friends.

The Result: Within months of the campaign, the load-factor onboard each Jetstar flight to Singapore has doubled, paving the way for Jetstar to launch additional flights in December 2008.

Other Countries: The campaign proved to be successful that the concept elements were used in many countries that Jetstar operates in.

Jetstar Campaign on TravClass Website

November 2008 Campaign in Hong Kong and Singapore

Jetstar December 2008 Campaign in Taiwan

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Mac+iPod Discovery Week II @ 1Utama

BRANDTHINK Malaysia — Sun, 07 Dec 2008 09:27:48 +0000

Missed out on the recent Mac+iPod Discovery Week at Pavilion? No worries, as the second edition of the tour will head to 1Utama Shopping Centre in Petaling Jaya from 17-21 December 2008. The host for this edition is Mac City. Discover why you’ll learn to really love the Mac and explore the latest iPods.

For a taste of what’s to come, check out the Pavilion Wrap-up video of the Mac+iPod Discovery Week below:

www.youtube.com/watch?v=gFKpE5GLjmc

Also, check out the latest promotional ad for the Discovery Week II.

For more information, contact BRANDTHINK http://www.brandthinkasia.com

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Jetstar – I Love Jetstar Campaign!

Advertising — Fri, 21 Nov 2008 08:01:29 +0000

From Dec 1, Jetstar Asia will begin services of 19 weekly flights in an increasingly competitive environment. While low fares remain the main competing factor for almost all other airlines, the Jetstar campaign differentiates Jetstar in the area of the travel experience. Pricing across all carriers has reach saturationpoint where differentiation is almost moot, Jetstar stands out by being the carrier that provides an fun, more enjoyable experience while traveling. Jetstar was also recently recognised by Skytrax as Asia’s best low-cost airline.

Our agency today launches the www.ilovejetstar.com.my. The campaign aims to promote and educate Malaysian travelers on the benefit of flying with Jetstar to Singapore – among them, departure from KLIA, arrival to Singapore Terminal 1, free online seat selection and low fares.

The Radio Ad:

Find out more about Jetstar or make your bookings at www.jetstar.com.

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iPod Dancers @ Mac+iPod Discovery Week

Advertising — Sat, 15 Nov 2008 20:17:21 +0000

These dancers took to the streets during the Mac+iPod Discovery Week. It’s a parody of the famous iPod ads and the dancers interact with the crowd on Jalan Bukit Bintang to draw attention to the roadshow.

www.youtube.com/watch?v=IkhpxZlFNrQ

We also did a walkthrough with the iPod Dancers on the street of KL along Jalan Bukit Bintang.

www.youtube.com/watch?v=wEc8j-HUFB0

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Mac+iPod Discovery Week @ Pavilion Kuala Lumpur

Advertising — Tue, 11 Nov 2008 10:20:09 +0000

BRANDTHINK today launches the Mac+iPod Discovery Week program, consisting of print ads, online media, and social media communication. The event, hosted by Apple Premium Reseller, epiCentre aims to educate the masses on the benefits of switching to a Mac. There will be special workshops as well as a special collaboration with Junk, showcasing the best of Malaysian music. Visit the FaceBook page for latest details.

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BRANDTHINK celebrates Jetstar Asia’s 4th Anniversary

Advertising — Thu, 06 Nov 2008 19:23:25 +0000

23 Oct 2008. Today, BRANDTHINK unveils the campaign for Jetstar Asia’s 4th anniversary in Singapore with www.ilovejetstar.com. (As the campaign has already ended, the site is no longer live, so specific server functions may not work.)

The campaign, consisting of banner ads, electronic direct mail and microsites centres on the happiness of flying with Jetstar and invites travellers to celebrate with Jetstar with free giveaways, special fares and more.

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