Kancil Awards

The Malaysian Advertising Awards

(13.4) Promo & Activation [Use of Broadcast] - MERIT, Canon "Freewhodowan", LUNCH COMMUNICATIONS

Brief 
Canon PIXMA printers have had very little presence on social media. Out of 212 total conversations, its Share-of-Voice (SOV) was only 46%. To raise Canon PIXMA's SOV on social media, targeting students active on social media and their internet-savvy parents.

Solution
We created a #freewhodowan microsite with a hash tag counter and promoted it using online banners on popular sites. To generate interest, we engaged 6 opinion leaders and 2 bloggers and launched 3 YouTube videos. A total of eleven milestones had to be completed, with randomly selected participants winning a PIXMA printer!

Title 

Canon "Freewhodowan"

Product / Service
Canon PIXMA Printer

Client
Canon Marketing Malaysia

URL
freewhodowan.com

Executive Creative Director 
Woon Hoh

Creative Director
Joseph Lee, Bee Lee

Art Director
Nikki Chong, Joseph Lee

Copywriter
Allan Lee

Web / Multimedia Designer
i-dac

Client Service
Tanner Nagib, Margaret Chew, Weiling Teng, Krystal Santa Maria

Production House
The Core Studios

Agency Producer
Lisa Chong

Production House Producer
Ho Ming Han

Film Director
Ho Ming Han

Director of Photography
Bryan Lim

Designer
Chong Chin Yau

 

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.