GUARDIAN TVCS

TitleGUARDIAN TVCS
ClientGUARDIAN HEALTH & BEAUTY
Product / ServiceDRUGSTORE
CategoryB03. Use of Broadcast
EntrantBBDO MALAYSIA Kuala Lumpur, MALAYSIA
Idea Creation BBDO MALAYSIA Kuala Lumpur, MALAYSIA
Production BBDO MALAYSIA Kuala Lumpur, MALAYSIA

The Campaign

A Guardian TVC platform that offers product placement to the brands Guardian carries in their stores, essentially funding all Guardian's TVCs at minimal cost, and even gaining revenue from sales. It turns an expensive medium into a revenue-making platform.

Creative Execution

Guardian started implementing the platform - that works by getting clients to contribute financially to the ongoing campaign while in return gaining airtime that they individually couldn't afford - since January 2017 with media bought on TV channels such as Astro channels, TV3 and TV9 on Malaysian broadcast network across the country. After seven months,and already three campaigns, of great success through three campaigns, Guardian plans to continue this platform and build on it to further create a richer shopping experience for their customers.

Describe the success of the promotion with both client and consumer including some quantifiable results

The impact on sales and traffic is vast with a RM14.8 million increase in sales this year to date, which translates to a 5.75% increase in sales versus 2016. 9.78 million Facebook total views, the highest in Guardian's history. This new way of producing TVCs has changed the way Guardian operates as a marketing entity, and could one day influence the way other companies operate. Through continued product features in Guardian's TVCs, consumers are becoming more and more aware of the products that exist in the stores, with the increase in sales proving this.

Explain why the method of promotion was most relevant to the product or service

This piece of work generated interaction from Guardian customers through sales. By buying the products in Guardian stores, every customer has played a part in making this platform happen. The work even generated interaction from other brands. It leveraged on an existing business problem, and turned it into a revenue-making platform.

Guardian's target audience is primarily female individuals from ages 25 to 50. As a secondary target audience, Guardian also wanted to attract other brands in their stores to continue investing in product placements. With these two groups in mind, Guardian created a TVC platform that allows for work that is not only relevant to our target audience's daily lives in terms of the products they use every day, it also creates an optimal platform that allows the brands Guardian sells every day, to sell themselves.

Credits

Name Company Position
VJ Anand BBDO Malaysia Executive Creative Director
Rafiq Ridzwan BBDO Malaysia Planning Director
Shune BBDO Malaysia Creative Director
Krystle Morais BBDO Malaysia Copywriter
Dafi Alfadila BBDO Malaysia Art Director
Nisha Khirudin BBDO Malaysia Executive Producer
Christina Low Guardian Health & Beauty Marketing Director
Shirley New Guardian Health & Beauty Senior Marketing Manager
Vanessa Gan BBDO Malaysia Associate Account Director
Jeremy Kuan BBDO Malaysia Strategic Planner
Stephy Wong BBDO Malaysia Senior Account Executive
Moses Wee BBDO Malaysia Account Executive
Heshvin Vasudevan BBDO Malaysia Senior Designer
Brandon James Pereira BBDO Malaysia Copywriter