Case Studies

CLIENT Maxis Broadband Sdn Bhd  Challenge The telecommunications market in Malaysia is highly competitive, with several major players vying for consumer attention through aggressive marketing, especially during major festive seasons. With the advent of Chinese New Year, a time centered around family reunions, Maxis saw an opportunity to reinforce its brand promise of fostering connections. […]

Challenge In 2022, U Mobile faced significant challenges in resonating with the Malay community, a key demographic for the brand. This was a significant concern as its previous strategy, heavily focused on producing and promoting annual Raya Brand films, failed to make the intended impact. Brand index scores among the Malay audience were 10% lower […]

Challenge Despite being a market challenger in overall RTD (ready-to-drink) coffee, Wonda is the market leader when it comes to the ‘kopi tarik’ flavor. To further strengthen their market share, Wonda wanted to grow the ‘kopi tarik’ segment. To accomplish that, Wonda launched the ‘Wonda Malaysian Original Taste’ campaign, in an effort to appreciate and […]

Challenge Facing a market share decline and growing competition from Korean brands and shifting preferences among Gen Z Malay women, Sunsilk needed a strategic push to reassert its market leadership. In Malaysia, where the majority of Malay women wear the hijab, Sunsilk identified an emerging challenge: the combination of the country’s humid climate and the […]

Challenge The CelcomDigi merger represented a strategic move to consolidate resources and combine the strengths of Celcom and Digi, leveraging a combined infrastructure to offer better coverage and services to a broader customer base. Despite significant media attention, the merger left many wondering about the identity and vision of the new entity, ‘CelcomDigi’. This has […]

CLIENT MyFuji Global Sdn Bhd  Challenge Fujiaire, a homegrown air conditioning manufacturer with 40 years of industry experience, recently introduced its flagship brand, ArtiqAir. ArtiqAir aims to innovate air conditioning ownership and service, establishing itself independently in a competitive market by differentiating itself with other giant brands with their unique rent-to-own business model. Despite Fujiaire’s […]

Challenge After a challenging period during the pandemic, the tourism sector is now seeing a strong resurgence. According to the UNWTO World Tourism Barometer (November 2023), international arrivals has reached 91% of pre-pandemic levels in January to September 2023, reflecting a growing interest in global travel. Tourism Australia wanted to capitalise on this strong demand […]

Challenge The Korean wave in Malaysia cannot be understated – locals have grown to love everything related to the culture including its love for Korean fried chicken! Riding on Malaysians’ fandom and enthusiasm for K culture, KFC launched their own version – the K-Cheese Crunch! The challenge was not the product though – it was […]

Credit: Universal McCann Challenge KFC, a familiar and well-loved brand by Malaysians. But does this still hold true among Gen Z today? Connecting with them poses a problem because this generation is different from its predecessors. According to YouGov Brand Health data, KFC’s brand health among Gen Z has been a cause for concern over […]