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32 theSun | FRIDAY DECEMBER 12 2008

media & marketing

response to MBF’s

How to drive brands ahead

by Angela Sargunan
a company should
MBF Cards latest XtremeDeals
promotion “Buy a TV, get a
free holiday stay” programme
launched on Oct 31 has since re-
ceived overwhelming response.
The mechanics of the lat-
est XtremeDeals programme
received over 200 orders and we
are positive it will continue to re-
ceive good response,” said MBF
Cards (M’sia) Sdn Bhd senior
vice-president Rajjish Verronn.
He said in the previous cam-
paign, MBF Cards offered the
is simple as cardholders only Samsung 37-inch LCD TV and
WITH the shift in consumer behav-
need to buy either an MBF XD it exceeded the target of 5,000
iour, companies have to look into
42” Full HD LCD TV or Samsung units by 10,000 units.
consumers’ emotional connection to
40” Full HD LCD TV at at RM3,599 “Following the market trend,
a product or service and adapt to the
and RM4,599 respectively to be we decided to provide bigger size
changes to drive the brand ahead.
entitled for the free holiday of TVs and added real value with
The second day of the Global
their choice. our XtremeDeals>proposition.
Brand Forum kicked off with a
Cardmembers will receive an The timing for a holiday was also
workshop session involving Procter
eight day/seven night stay for perfect as many tend to go for
& Gamble former global marketing
four people at a resort of their year-end holidays.”
officer Jim Stengel and Nestle CEO
choice selecting from over 200 Rajjish said MBF’s own house
Sullivan O’Carroll, who shared similar
resorts across 30 countries. For brand, MBF XD 42 inch Full HD
company philosophies to establish
the full list of destina- LCD TV also received more than
successful brands.
tions, visit www. 50% of its total orders.
“Firstly, it is important to identify
tlc-rewards. He assures cardholders the
your consumer group, understanding Sullivan O’Carroll Ivanka Trump
com/wff/6578. MBF XD is of good quality that
what the brand stands for and finally,
“To date, we comes with a three-year war-
creating a bond with consumers via ess,” he told reporters in the press have already ranty and a door-to-door call-in
the services offered,” O’Carroll told conference. warranty service.
the crowd who attended the event Hollywood director Oliver Stone With over half a million
in Kuala Lumpur last week. shed some light on how media con- cardholders, he said MBF
He said Nestle, a company with formity and the power of Hollywood was expecting 30,000
a 100-year heritage, has always en- worked as a powerful branding tool. new cardholders to sign
sured its products were applicable However, there was a slight disap- up for this promotion.
to the respective markets and it was pointment when Ivanka Trump, vice The campaign ends
crucial to understand the consum- president of Trump Organisation who Feb 28. For more infor-
ers’ needs in those markets. couldn’t attend the event, appeared mation, call 03-2167 7777
In Malaysia, O’Carroll cited its in a hologram and video presenta- or visit www.mbfxtrem-
product Milo has a strong brand af- tion, talking on the various business
filiation with consumers dating back aspects involving their real estate,
Jim Stengel Oliver Stone
to 50 years ago. marketing and sales and owning and
“Back then, Ovaltine was the operating proper- MBF Cards senior vice
market leader but Milo eventually man- create awareness whilst leaving a lasting ties like hotels. president marketing,
aged to outdo its competitor with its impression via its brand value and trust, Another glitch Rajjish Verronn
sample tasting, especially during sporting which is the formula for a great brand. was when a last
events and other promotions.” Lindstrom said Malaysia had plenty of minute replace-
He said Malaysians used to consume resources, talent and a supportive govern-
Milo 10 times more than other soft drinks ment, but unfortunately, the local brands
and they even thought Milo was a local are performing miserably.
ment, Bollywood
star Mallika Shera- Special rates for Maxis
wat, was “delayed”
brand whereas it originated from Aus-
“For the size of Malaysia, you should
already have five worldwide brands but
but finally came
on stage and
customers in Saudi Arabia
“The Milo brand philosophy was to you only have one and a half brand – the answered ques- MAXIS and Saudi Telecom (STC) Hotlink prepaid subscribers
emotionally connect consumers with the country and the national airline,” Lindstrom tions on the role are offering Maxis subscribers can now also start enjoying
brand in a positive mental state,” he said. said. of Bollywood and discounted rates on voice, SMS direct dialling convenience.
Branding expert Martin Lindstrom, CEO “Malaysians its influence on and data charges for roaming in Roaming on STC, Hotlink
of the Lindstrom Company, addressed the are scared of branding. Saudi Arabia. prepaid subscribers in Saudi
audience with his energetic presentation sticking out and lack The collaboration between Arabia will enjoy call rates of
on his latest book and concept “Buyology”, self-confidence and Maxis and STC allows Maxis only RM3 a minute for calls to
a neuromarketing study spanning three passion. Malaysia is postpaid subscribers to enjoy any number within Saudi Arabia
years on various aspects in advertising, very different and discounted roaming rates until and RM9 a minute for calls to
marketing and brands encountered by you’re sitting on Jan 31 in Saudi Arabia. any number in Malaysia.
users in their daily lives. an amazing heritage Maxis subscribers making Maxis and Hotlink prepaid
“The future of branding is without build- that have values the calls to any number in Saudi subscribers do not need to
ing on its logo. A brand is more powerful world really wants know Arabia within the nation or specially sign up for this pro-
without its logo,” he said, adding that a – harmony, nature and making calls to any number in gramme. All they need to do
company can remove the logo after two the experience. Malaysia will only be charged is dial the destination number
years as it should have established itself “Malaysians should about 2.6950 Saudi Arabia riyal directly and be connected.
with its powerful brand concept. be passionate and start (SAR) and 9.2323 SAR, respec- For more details, visit www.
He said building a brand takes time and the storytelling proc- tively.
Martin Lindstrom