Spin Communications relaunches brand with a purpose

A term derived from the local word “Kongsi” which means “to share”, it aims to connect people  and to create buzz using traditional and new media together.

The agency aims to create stories that are entertaining, meaningful and useful, before starting conversations with people.

For example, the agency combined QR code technology and newspaper ads in a Chinese New Year campaign for automotive brand Perodua. The campaign ended on a high note with over 200,000 QR code scans.

Choo Lee Peng, general manager of Spin, said, “We're not saying that traditional is out and digital is in. We are, in fact, media neutral. It's all about the stories that work wonders to achieve these objectives:  elevate the brand in the market and get consumers to kongsi, kongsi and kongsi.”

Teh Le Vin, executive creative director at Spin, noted that technology has created a new democracy. “Brands cannot control what people say or do about them. So, we create solutions that make brands do what people want.”

Among Spin’s key clients are Mamme, Perodua and banking group RHB. It won the Bronze Effie 2010 for its Corntoz ‘Express yourself’ campaign, as well as the Bronze Kancil 2011 for Corntoz’s Teeth TV commercial.