TINKERLAB WINS SITI KHADIJAH PITCHING

On 11st July 2018, 3 teams of students from Universiti Teknologi Mara in Shah Alam developed and presented pitches for an ad campaign for Siti Khadijah. Our assignment: develop an ad campaign that would make Siti Khadijah reach wider audience not specifically for muslim woman. Siti Khadijah is currently the leading brand in women prayer outfits in Malaysia with its unique and innovative face design for the prayer outfits also known as telekung. 1 of the team known as TinkerLab agency have won the pitch, strategy and creative duties for SK. It has been entrusted with the content-driven campaign strategy and creative mandate of Siti Khadijah.

TinkerLab agency consist of 8 members working together with Sir Khairudin bin Murad; the lecturer for advertising campaign helped us develop our pitches and served as judges, and executives from Siti Khadijah were also on hand to judge the presentations.

We are super excited and thankful to Siti Khadijah for this opportunity. Siti Khadijah is the fresh and exciting entity to work with. They are enthusiastic about widening their reach in the market and we are trying to give our best in helping them achieve that. I am very glad that the leadership with Siti Khadijah has believed in our ideation and supported our vision for the brand. We are very glad to be a part of this journey with Siti Khadijah.

I am going to expose some extremely sexist advertisements from the 60's and credit goes to Tumblr. This should shed some light on why feminism is a thing in today's world. Take a look at the photos provided down below and let me know what you think of these ads.

This was only 50 years ago."Its a mans world" The fact she looks like a servant to him. That's how women were treated back then.

Meninism do exist back in time.

This one disturbs me the most. Read the whole paragraph.

um yes women can (?)

When beer is all he can think of instead of other things.

In another old ad, this one for Chase & Sanborn Coffee, a husband is shown spanking his wife.

Ads are mainly meant for promotional reason, not for trying to tear someone else down. Many advertisements could apply to a majority of a larger demographic if they opened up their eyes. There are a multitude of products that are advertised unreasonably as gender specific. With a greater amount of awareness and acceptance, sexist advertisements could lessen or even be eliminated from our society. Advertising can be controversial in many ways through advertising, whether it’s sexism or something else, the issue is always going to arise. Although there are many ways to fix the problem, someone who is watching the broadcast is going to have an ongoing issue with it.

How awesome are these ads by Penguin Books in Malaysia . The advertising campaign emphasizing the “unputdownable” nature of classic literature. The hands of readers are transformed into classic novels, “The Railway Children” by Edith Nesbit, John Steinbeck’s Cannery Row, and “Hound of the Baskervilles” by Sir Arthur Conan Doyle.

I like how the ad shown above bring positivity and encourage others to read more. Although most people think that advertising is only about promoting a product or service, advertising is actually a multi-faceted tool that can help a business accomplish a myriad of objectives. Advertising can take many forms, and can be handled in-house or by an outside marketing and advertising firm. How much advertising will cost you is determined by your budget and by your ultimate advertising objectives.

According to an article entitled "The Positive Effects of Advertising" by Lisa McQuerrey; Advertising is important to a business because it helps you identify and compete with other similar businesses, and it has the additional benefit of raising the image, the reputation and identity of a company among the communities it serves.
Reputation Management
A good advertising campaign can help shape the public perception of your business. For example, if you want to be known for low prices, fair dealings, a family friendly environment, having knowledgeable professionals or an elite experience, advertising can have a positive effect toward shaping your messaging to help meet those objectives. It can also help differentiate you from your competition, enabling you to stand out from the crowd.
Increased Sales
Another positive effect of advertising -- when done correctly -- is an increase in sales. This can then allow for expansion efforts, franchising, new product introductions and a host of other business functions. A company that has a positive public profile also has the potential to attract better employees and investors.
Tip
Some businesses, when cutting back on expenses, consider advertising as an “extra” expense they can do without. Removing yourself from market view, however, can actually cost more in lost business than what the original advertising might have cost.
If you don’t opt to hire an in-house advertising pro, you may discover that you're well served by hiring an advertising or marketing firm to develop a strategy for you. Narrow the field of choices by looking for agencies that specialize in advertising your line of business. Ask for references and sample campaigns, and articulate what you’re trying to achieve with your advertising investment. A good company will be able to outline a specific strategy for you and can work within your budgetary guidelines. A professional group will also help track the results of your advertising initiatives, to help you determine which approach works best for your business.

WHAT EXACTLY IS ADVERTISING PITCH?

Photo credit to Mad Men movie series

An advertising pitch describes the proposals of an advertising agency to promote a product or service. The pitch states the objectives for the campaign and describes how the campaign will deliver its intended results. Companies request advertising pitches so that they can select the most suitable proposal from a number of advertising agencies. A successful pitch should demonstrate that an agency can use the marketing budget effectively to create greater value for a brand, according to the World Federation of Advertisers. In most cases, advertising agencies are not paid to pitch. It is seen as a job interview, and you wouldn't get paid to interview for a new position, right?

Pitching to clients can be something of a scary task for the member of the advertising agency but love it or hate it, it’s something the advertising agency all got to do. Here we’ve provided a set of tips to help you improve your pitching technique

Thought I could share some tips on how we prepared our pitch thanks to Howard Greenstein:

1. Don't talk about solving a problem. 
Instead, clearly identify the market opportunity you intend to take advantage of, and build business around. If the investors are asking about the market opportunity, you're at a disadvantage because you're using their terms, their language.


2. Review the key factors for building the business. 
In your two-minute pitch, you're auditioning to be a CEO in an investor's portfolio. CEOs are precise when describing their businesses and ideas. Don't try to convince the panelists that you've create the ultimate product, or try to get their approval. That is not what your pitch is for.


3. Keep to the essential elements. 
Tell them, "I'm looking for X amount of money, this is what our business does, this is our go-to-market strategy, this is the competitive environment and here's how we're different. State the revenue streams you're generating, or going to create, and tell them milestones you've already completed. List a few down-the-road milestones, and tell them a little about your team and why they can get you there.


4. Be positioned for further questions. 
If you can do everything above in a concise manner in two minutes, the panel will ask you product questions you want, and you can shine. If they're still asking how you are going to make money after your two minutes are up, you haven't done a great pitch.

Eid Mubarak campaign for Siti Khadijah Telekung

Siti Khadijah® (SK) is currently the leading brand in woman prayer outfits in Malaysia with its unique and innovative face design for the prayer wear also known as telekung. Telekung is a special uniform used by the Muslim women when performing their prayers and is synonymously associated with the Malay Culture. The patented design introduced by SK is mainly focused on the facial design combining high quality fabric ensuring comfort during prayer and stretchable material which will compliment any face shape and size.

I have given a task to create a metaphoric poster for SK telekung. Targetting Malaysian female age 20 years and above, the poster has to include Eid theme as the festival is around the corner and synonym with the celebration by the Muslim communities around the world. So I have come out with this poster below.

The reason I choose a single fan is that fan is known as a device that could bring comfort to the user especially with the weather in Malaysia. The maroon coloured fan is used to match the SK's theme colour. Meanwhile, Islamic decoration has been used as the background image to symbolised the coming Eid and I want to make it as minimalist as possible without the need to put any eid ornament and make it look overfill. As for the heading, I put "PREMIUM TELEKUNG" to emphasize on the exclusiveness and also the unique pattern of the SK telekung.

Rebranding Jus Mate-5

Jus mate-5 is a well-known formula to reduce weight especially during the early 20's. The formula believes to have an ability to regulate appetite, prevent the fat formation, reduces sugar intake, increases metabolism and converts carbohydrates into energy that are the five major factors in weight management.

Jus Mate 5 packaging

The idea to rebrand the product is by using social media to approach potential customer using varied medium not only traditional media. Doing a social media contests, sweepstakes, promotions and giveaway could help jus mate 5 get the name in front of potential customers in a new and exciting way. On the other hand, they can get a number of people that engage with the brand.

Next is by using an endorser to help speaks in the favour of Jus Mate 5. Endorser could help convince the potential customer and attract more people to try and maybe buy the product. People tend to listen to those who had already used the product and words of mouth generated by the endorser as a final stamp on the consumers' decision-making process. The endorser should be suitable and fit for the type of the product that they endorse.

Example: Datuk Lee Chong Wei endorsing 100plus

Using radio to promote Jus Mate 5 is a good way to widen the audience; with 90 percent citizen aged 12 and above tuning in at least once a week. There is also the growth of radio smartphone apps like Spotify and Pandora. The total streaming could be higher in term of a number of listeners. I would suggest creating a short and catchy radio ad to catch the audience's attention and letting them know the existence of Jus Mate 5 in the market.

In addition, a billboard to catch the attention of the driver who uses the main road could be useful as Malaysian are spending more time in their cars especially on the busy road. Billboard is the only media that drivers and passengers cannot escape unlike other forms of media. Jus Mate 5 could use some short and creative imagination to be put on the billboard and making sure the audience is exposed widely to the product. Jus Mate 5 will put the billboard in

Last but not least is to create a TVC because TVC has the potential to reach a lot of people as TV remains a very viable option to reach a wider audience. Jus Mate 5 can possibly reach thousands, or even millions in metro markets, of viewers with a 30- or 60-second local spot. Since Jus Mate 5 is a product with a broad target market, TV makes more sense than with a niche audience. The suitable time to air the commercial would be during the evening because housewive tend to spend their time to watch television during that time. The budget for the TVC could be around 2 Million ringgit.

All of the media will be display and air for a whole year long to reach the target audience.

Guerrilla Marketing is an advertising strategy that focuses on low-cost unconventional marketing tactics that yield maximum results.The term was created by Jay Conrad Levinson in his 1984 book ‘Guerrilla Advertising’. The term guerrilla marketing was inspired by guerrilla warfare which is a form of irregular warfare and relates to the small tactic strategies used by armed civilians. Some of these tactics include ambushes, raids and elements of surprise. Much like guerrilla warfare, guerrilla marketing uses the same sort of tactics in the marketing industry.Now let's talk about an institution with an important and relevant role, especially for Malaysian Muslims; Tabung Haji. Now at the age of over 50, TH remains an iconic Malaysian institution by achieving a number of successes and experiences in managing Hajj as well as superior Islamic funds which have become sources of inspirations and examples for many institutions overseas. On 23 April, my lecturer has given a task for us to choose how Tabung should market their iconic tower through guerilla marketing in Shah Alam, Selangor.

A roundabout is no doubt; famous in Shah Alam. Connecting major road arteries from Seksyen 1 to Seksyen 25; With the traffic light and jam during peak hour. My idea is to build a replica of the TH tower in the middle of the roundabout. There would be 18 replicas since there is about 18 roundabout in Shah Alam. In average 800,000 people using the roundabout every single day. It is quite a number of people that will be exposed to the iconic building of TH.