Case Studies

Bringing the best of TV & digital, Astro Addressable Advertising achieved regional and local recognition, winning the Asia-Pacific Broadcasting Award 2023 and MDA d Awards 2023 within its inaugural year, underscoring its impact on brands and the advertising landscape. Background/Context The surge in digital adoption during the pandemic prompted PayNet to encourage more people to […]

Challenge In the vibrant world of modern women, both career professionals and homemakers value their self-appearance, inside and out. Our campaign sheds light on the transformative journey of women embracing the hijab, where they often encounter diverse societal perceptions and internal uncertainties while striving to remain true to themselves. Some of the common perceptions and […]

Challenge  CLEAR Men, a dominant player in the Malaysian Men’s shampoo market, found itself in a precarious position.  Consumers struggled to distinguish CLEAR Men from its competitors as they share similar product benefits. March 2022 YTD figures for CLEAR Men recorded a dip of -50 basis points, whilst competitor, Head & Shoulders gained +20 basis […]

Challenge Wonda Coffee is champion of Ready-To-Drink coffee. Having been in market for almost 10 years, the brand has a massive following. It quickly captured the 2nd position in market within 6 months of launch. One SKU which contributed to growth is Wonda Extra Presso, with a stronger “body” and “character” due to the roasting […]

Challenge  Herbal Essences has long been the leading natural hair care brand, captivating Millennials with its “Naturally Legit” campaigns. But with the emergence of Gen-Z, a new market segment making up 29% of the population and massive earning potential of USD 327 million, it was time to adapt and evolve.  Though Gen-Z shares Millennials’ love […]

Challenge The National Higher Education Fund or PTPTN has been offering education loans to Malaysian students to enrol in public and private institutions of higher education, both locally and abroad. To date, 2.1 million borrowers who have graduated, have yet to complete their loan repayments, amounting to RM24.3 billion. The brand was also widely regarded […]

Source of article: Universal McCann Challenge  FIFA World Cup Qatar 2022™, the most awaited sporting event was finally here, and sports obsessed Malaysians were ready for it! Brands were poised to ride the football wave. But how could you when we’re not a global sponsor? For KFC, the challenge was even bigger, our biggest competitor […]

Strategy  13 years ago, Gempak was established to stabilise online traffic for Astro’s Malay content. Eventually, it grew from a content disseminator of Astro’s seasonal TV programmes to becoming a one-stop destination for entertainment, lifestyle news, viral trends and pop culture.  Rapid digitalisation exposed new online consumption behaviour and opportunity for the platform. From binge-watching […]

Credit: Universal McCann, Naga DDB and Reprise Digital Challenge The objective is to increase demand and gain market share in the burger segment for KFC Malaysia. However, KFC’s burger menu has lot resonance with the local grassroots to its friendly competitor. The challenge was to reinvigorate interest in KFC’s burger offerings, make a strong impact […]