Global brands invest billions in advertising every year, yet only 6% of campaigns genuinely make an impact.
Smart brands do more than sell products—they shape perceptions, drive action, and leave a lasting mark. But what happens when a globally recognised brand enters an unfamiliar market where no one knows its name?
This was precisely the challenge faced by the LongXi Chinese Creative Awards in Malaysia. In China, Hong Kong, and Taiwan, winning a LongXi Award is the pinnacle of a creative career. The Gunn Report and The Big Won recognise it as one of the world's most influential Chinese-language advertising awards.
However, in Malaysia, the LongXi Awards were virtually unknown. Chinese-language advertising was not just overlooked—it had long been marginalised, seen as nothing more than a translated version of English ads. Malaysia's entire Chinese creative industry consisted of eight active professionals, scattered across agencies and newspaper advertising departments. They were viewed as translators, not strategic brand leaders.
Selling 200 tickets to a creative conference in such a market seemed impossible. If the industry didn’t recognise the value of Chinese creative leadership, everything had to change.
Finding the Right Flow: Mastering Strategic Momentum
When facing a market with zero awareness, random attempts lead nowhere. Success in launching a brand in a new market requires mastering strategic momentum—just like an athlete stepping into peak performance, focusing on the goal, flowing with the right moves, and ensuring every step maximises impact.
We knew that media noise alone wouldn’t be enough. Fundamental transformation happens when the industry itself embraces change. So instead of just promoting the LongXi Awards, we put the most influential creative leaders at the forefront to challenge the industry's outdated perceptions.
We placed these thought leaders on Malaysia’s top industry radio shows, advertising media platforms, and forums. They weren’t just talking about LongXi—they were talking about the industry's future.
They asked the big questions: Why does Chinese creative work matter? How can winning a LongXi Award transform a career? And why has this conversation taken so long to start?
A Systematic Approach to Tracking Impact and Decisions
Every move was intentional throughout the campaign, with a clear and measurable objective guiding each step.
Launching a brand in a new market isn’t about luck—it’s about building a robust system where every step, from awareness to action, strengthens influence.
We focused on amplifying key voices, executing precise media strategies, and creating immersive experiences to ensure deep market penetration. By continuously evaluating the effectiveness of our communication strategies—tracking media exposure, audience engagement, and industry responses—we could adapt and refine our next moves. We penetrated Chinese-language media and radio for the 100% Chinese-speaking audience, leveraging cultural pride and the industry's future as core messages. For the bilingual segment, we adopted a dual-language strategy, speaking to them in the language they think at work (English) while anchoring their creative identity in their mother tongue (Chinese).
At the same time, we curated the “LongXi in Malaysia” experience, bringing Chinese creativity to the nation’s most significant creative conference for the first time. More than just an exhibition, it sparked a conversation about the future of Chinese-language advertising in Malaysia.
By the end of the campaign, LongXi was no longer just an advertising award—it had become a movement to redefine the role of Chinese creative work.
This campaign generated over $355,000 in earned media exposure, exceeded ticket sales projections by 152%, and won 6 major industry awards, solidifying its impact and execution.
More importantly, it reignited the industry's attention toward Chinese creative excellence and laid the foundation for LongXi’s recognition in Malaysia.
This success reaffirmed what I’ve always believed—that when you master the right approach, both brands and businesses can win big.
This is the essence of—
// FLOW is navigating the unknown, knowing you've got it //
Hi, I am Nicki Wong. I'm rooting for you.
What is FLOW?
FLOW is a state of optimal performance where focus, creativity, and productivity converge effortlessly. It’s that moment when you’re fully immersed in an activity, time seems to fly, and everything aligns seamlessly.
First studied by psychologist Mihaly Csikszentmihalyi, FLOW occurs when challenges match skills, pushing you to perform at your best without overwhelming you. Athletes call it “the zone,” while creatives describe it as “in the groove.”
Why does FLOW matter?
Because it’s not just about feeling good—it’s about unlocking your full potential. In FLOW, you’re more productive, creative, and resilient, achieving breakthroughs that were once out of reach. And now, with AI taking care of mundane tasks, reaching FLOW is easier than ever.
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