WORKS
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Launched in 1999, before the dot-com boom.
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Before Cannes had a Titanium Lion.
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Before “interactive advertising” formally published in 2000.
| Launched in 1999, before the dot-com boom. | Before Cannes had a Titanium Lion. | Before “interactive advertising” formally published in 2000.
Business Driven & Tech Leadership Campaign
The Mother of All Interactive.
In 1999, the internet was still a relatively unfamiliar concept in most people’s minds.
Only 3% of Malaysians were online.
Fewer than 10% had a computer at home.
There was no “interactive marketing” category at award shows.
No one knew what a digital campaign was.
But I knew something was shifting.
People weren’t just reading newspapers for news.
They were hooked on the story columns—
serialised fiction, cliffhangers, and emotional chapters that ran week by week.
So I asked—what if we moved that addiction online?
The mission: change behaviour.
Turn newspaper readers into online participants.
Not by telling them to—but by pulling them in.
We created Malaysia’s first cross-platform interactive campaign—
before anyone even had a word for it.
A murder mystery.
Printed weekly in the same corner of the same page.
One episode per week. To solve the case?
You had to go online.
Log on. Follow the clues. Piece together the truth.
And maybe—just maybe—win a laptop worth a third of your monthly salary.
We weren’t just here to promote products.
We were here to move Malaysia forward—
from reading news on paper to clicking through it,
from turning pages to tapping keyboards,
from passive consumption to active participation.
Not just to sell laptops — but to create a world where more people would need one.
This was Malaysia’s first interactive campaign—possibly the world’s.
Launched in 1999, before the dot-com boom,
before Cannes had a Titanium Lion,
before “interactive advertising” was even defined (formally published in 2000).
This campaign was made to serve its purpose:
to rewrite the rules of consumer engagement.
For Twinhead, for the industry it stood for,
and for every curious mind brave enough to click into the unknown.
This wasn’t just a campaign.
It was the Mother of all Interactives.
The Father of consumer engagement innovation.
