The Straits Times Promo, Case study UNDER TRANSFORMATION by Ova, a Spiral Effect Band

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Industry Corporate Communication
Media Promo & PR, Case study
Market Malaysia
Agency Ova, a Spiral Effect Band
Creative Director Tey Chi Kiong
Art Director Catherine Chong, Lim Li Lian
Copywriter Tan Po Wen, Intan Natasha Binti Jalil
Released August 2012

Credits & Description

Category: Internal Communications
Consultant Partner: Dharma Somasundram (Ova, a Spiral Effect Brand)
Creative Director: Tey Chi Kiong (Ova, a Spiral Effect Brand)
Copywriter: Tan Po Wen (Ova, a Spiral Effect Brand)
Copywriter: Intan Natasha Binti Jalil (Ova, a Spiral Effect Brand)
Consultant: Jordan Frances Bracker (Ova, a Spiral Effect Brand)
Art Director: Catherine Chong (Ova, a Spiral Effect Brand)
Art Director: Lim Li Lian (Ova, a Spiral Effect Brand)
Media placement: Internal Collaterals - NSTP HQ & Branches - 14th June 2010

Summary of the Campaign
The New Straits Times Press Group (M) Berhad needed its employees aboard a 5-year transformation programme to achieve RM1Billion in revenue through resource optimisation and culture change.
The transformation programme is called Project Optimus.

The Situation
The New Straits Times Press Group (NSTP) needed the campaign to be translatable to all its employees from the Chairman to the security officers and janitorial staff.

The Goal
The objectives of the campaign were to educate all employees of NSTP on the various strategies and goals that are in place to achieve their target of RM1 Billion; and to create a "positive" and "fun" environment where they would constantly feel motivated to succeed.

The Strategy
The planning for the campaign consisted of understanding the NSTP brand (including its personality and values) as well as the financial and spatial constraints.

Internal collaterals were staggered out in phases to keep up the momentum of the campaign.

There were 3 phases that lasted over 6 months. Execution ran on schedule to keep in line with internal communications ie townhalls.

Documented Results
Optimus resulted in a successful 2010 for NSTP's campaign plus internal work with an increase in savings, an increase in advertising dollars, plus a start in changing the mind-set to "can-do."

Operational Performance:
• NSTP met its web-break targets and off-stone time.
• NSTP recruited more youngsters and Gen-Y with its fast-track programme.

Financial Performance:
• Achieved savings of over RM11 mil.
• Increased NSTP’s profit after tax (PAT) by more than 100%.
• Increased NSTP’s advertising dollars for the Malay market by 30%.
• Improved NSTP’s Harian Metro readership to 550,000 making it the highest number for any Malaysian daily.