APPIES Malaysia 2016 Campaign Spotlight – Twerking towards a Gold


Cheras to cheras

( – The get ‘Get Cheras to Cheras’ tune is still stuck in many Malaysian’s heads. IKEA and its agency BBH, the creative geniuses behind the campaign, were awarded the best presenter and the gold award for this year’s APPIES Awards.

After 20 years, IKEA has opened a new store in Cheras, an underdeveloped area in KL with no easily accessible public transport.

To ensure Malaysians remembered the store’s location, they created a pop song with puns using IKEA furniture names. The song was so entertaining and catchy, no one could forget the store’s location. Overnight, “Get Cheras to Cheras” became a national catchphrase.

The video garnered 1.3 million views in total on the brand’s social platforms and achieved 46% above target footfall on the opening day, which is 1.5x higher than an average day at IKEA Damansara.

MARKETING spoke to Hong Keng Chien, Copywriter for BBH who presented at the awards.

– What was the most memorable question asked by the judges during you presentation?

“How did you manage to tell Malaysians to get their asses to Cheras, and still pass censorship?” It helped that our entire ad was a pun, so we never had to explicitly say “Get Your Ass To Cheras.” We were also extra anal during the recording sessions and made sure that the singer pronounced “Cheras” – “chuh rarse,” not “your ass” or “your arse.”

-How did you prep for the presentation and Q & A from the judges and delegates?

We had an internal “twerk-off” session, whereby we figured out the best way to twerk while seeming professional when presenting. When that didn’t work, we had a few dry runs over IKEA meatballs.
And what would Keng Chien have done differently if she had to do it again? Sing the whole presentation to the tune of “Get Cheras to Cheras” was her answer.

Check out their winning case study below:

HANDO speaker

WIN the Content Marketing game
For the sixth year running, we are bringing back the famous Best of Global Digital Marketing Conference to KL with a special focus on Content Marketing this year.

Featuring the best case studies
The Best of Global Digital Marketing conference has won popularity in more than 30 cities around the world from Singapore, Moscow, Jakarta, Istanbul to Amsterdam, Johannesburg, Prague, Shanghai, Seoul, etc.

Featuring leading award-winning campaigns covering brands from Sony, Buzzfeed, Dell, BBC, The New York Times, P&G and more.

Speakers with digital domain expertise:

Hando Sinisalu, CEO at Best Marketing International
Xaviera Ringeling, CEO at ContentChefs
Mathias Ihle, Founder & CEO at Makai Europe
Bikram VaskarGangopadhyay, CEO at ibs – Interface Business Solutions

Unique case-study based learning, as our team monitors over 200 digital marketing award shows across the globe and interviews the winners. Based on this extensive work, we produce in-depth case studies.

Each case study follows the same format:

 Market Background
 The Challenge
 The Brief
 Creative/Media solution
 Results
 Key Takeaways
 Opinions/Discussion

Date: 19 July, 2015 (Tuesday)
Venue: Eastin Hotel, PJ
Time: 8.30am – 5.00pm

Book your seats early: call Ruby on 03-77262588 or email [email protected]


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The APPIES is an annual event that presents a rare opportunity for creative, media, digital and marketing agencies or brands to present their best campaigns to the industry.

This is the only event where Live Presentations meets Live Judging.

Similar to TED Talks, The APPIES is the chance for great presenters with outstanding work to show it off to some of the industry’s most important industry leaders.

This year’s winners will receive Gold, Silver or Bronze trophies for 21 categories, and 6 special Best of Best categories (red trophies) that require no submissions!

Campaign entries must have run between June 2023 to May 2024

Submissions Deadline
30th June 2024

APPIES Festival – Judging & Presentations
11th – 12th July 2024 (Malaysia)


Download Event PDF
Submit Entries Here

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