OPERATION MAYBE

TitleOPERATION MAYBE
BrandJULIE’S BISCUITS
Product / ServiceBISCUITS
CategoryA02. Fiction & Non-Fiction Film: 5-30 minutes
EntrantGOVT Singapore, SINGAPORE
Idea Creation GOVT Singapore, SINGAPORE

Credits

Name Company Position
Aaron Koh GOVT Singapore Art Director
Kevin Joseph GOVT Singapore Writer
Kriffith Fernando GOVT Singapore Writer
Zhenxi Yeo GOVT Singapore Art Director
Jaslyn Lam GOVT Singapore Account Management
Woei Wong GOVT Singapore Account Management
Agustine Putri Layocto GOVT Singapore Account Management
Alicia Yueh GOVT Singapore Producer

Why is this work relevant for Entertainment?

True to the category of Branded Entertainment, we created a film that took the viewer into a fictionalised world of the Julie’s brand. Using real life trials and tribulations faced by the marketing team in creating a major brand shift, we wrote a film that encapsulated everything the brand wanted to stand for in 2021. This wasn’t just a brand film, it was a film about a brand.

Background

Julie’s Biscuits is a heritage brand in Malaysia, having been around for over 35 years. As a staple in Malaysian households, the client felt that things had gotten a little stale, and that the brand needed a reboot to keep up with the times. Our strategy was to come up with a brand voice that could appeal to a younger audience, while retaining its wholesome values. We came up with the concept of “Growing Young”. In addition to a brand new, younger looking logo, the campaign also manifested itself in the form of a short film that espoused the virtues of optimism, fearlessness and openness.

Describe the creative idea

The film follows the trials and tribulations of a motley crew of disgruntled employees in the fictional world of the Julie’s factory, as they attempt to shed their jadedness and turn the company around into a more vibrant one. Knowing that authenticity in storytelling is key in this day and age, our goal was to draw our audience in with a fictional story that drew on real life challenges our clients faced in getting everyone at Julie’s on board with such a huge change.

Describe the strategy

The campaign primarily targeted younger people, under the age of 35 in Malaysia and Singapore. As both countries are multicultural, we reflected that in our casting, making sure that characters from every ethnic background were adequately represented to make the film relatable to every aspect of Malaysian and Singaporean society.

Describe the execution

As this was a story of renewal, the campaign was launched on Facebook and Youtube in December to coincide with the natural feelings of renewal people tend to feel at the end of the year.

Describe the outcome

Over $764,0000 in earned PR coverage. 11.7 million media impressions. 9.3 million views on Youtube for the whole campaign. Over 800,000 views on Youtube for the main short film. Click Through Rates beat industry standards by 234%. Purchase intent went up 26%. Brand Likeability went up 23%. Brand Awareness went up 63%.

Links

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