Kancil Awards

The Malaysian Advertising Awards

(5.6) Cyber [Integrated Digital Campaigns] - SILVER, Pitch Purrfect, BBDO Proximity Malaysia

Brief
Sheba is a new cat food brand in the market. We had to increase awareness of Sheba and acquire a positive brand image. With a budget of RM65K (including media).

Solution
We created Pitch Purrfect, a month-long love story told in real-time, entirely on Facebook. Only, this was two love stories in one. Users could follow two parallel journeys on two separate personal Facebook accounts. Video logs. Memes. Selfies. Pictures. Status updates. Everything happened live as love blossomed between two neighbours who never meet face to face. Facebook users got to interact with both characters – adding details and backstory for the characters to play on. At the very end, the two characters finally meet, which unlocked a surprise music video on the Sheba Facebook page, featuring an original song sung by the characters. THE RESULTS: In one week: Facebook fans increased by more than 50% (7688 followers). Engagement rate peaked at 21%.

Title
Pitch Purrfect

Product / Service
Sheba Cat Food

Client
Mars Foods Malaysia Sdn Bhd

URL
https://www.facebook.com/ShebaMalaysia

Executive Creative Director
Tan Chee Keong

Creative Director
Adam Chan

Associate Creative Director
Martin Ng

Art Director
Martin Ng, Alvin Ho, Anne Yong

Copywriter
Adam Chan, Badd Anuar, Elissa Azizi, Yusrizal Yusof, Teoh Xin Xian, Mandy Chock

Designer
Amy Low, Jeffrey Tey

Client Service
Liew Wai Sim, Alyaa Samsudin, Dylan Phuah

Social Planner
Mikaela Ong

Technologist
Marlo Ongpin

Agency Producer
Hong Nyok Hwa, Sandra Duarete

Planner
Raj Thambirajah

Photography Studio
Studio Verve

Composer
Josh Maran, Inna Dudukina

Film Director
Takeem Studio

Print Producer
Louie Hoo, Ang Hui Yun

 

Kancil-PublicViewing

Public Viewing Site

 

Kancil-2017

Kancil Awards 2017 Winners

 


Kancil Awards YouTube channel View the Kancil Awards 2006 — 2015 winning entries on YouTube.