Archives




2017 | |

Lucozade Scores Against the Competiton

Advertiser: Suntory
Brand: Lucozade
Creative Agency: -
Credits: -

The Challenge
Lucozade #1 Isotonic in UK and the latest entrant in Malaysia was fighting a stiff battle against the category giant 100Plus. With 100Plus owning all the major sports, we needed to find a foothold engage consumers. We were tasked to drive awareness and reinforce Lucozade’s Isotonic Credentials.

Insight, Strategy and the Idea
Premier League is a strong passion point young Malaysians and they have a strong affinity with the sport. Ace footballer Steven Gerrard is Lucozade’s brand ambassador, his universal appeal and following allowed us to engage Consumers. Sports enthusiasts analyze, discuss and debate every aspect of the game, any and every news is eagerly consumed and repeatedly viewed. Armed with these insights our strategy revolved around placing the brand subtly in these conversations and showcasing the brand proposition for the consumers. Our Idea target consumers via Newspapers with ads placed within EPL editorial content.

Media Execution
We partnered with The Sun, top newspaper title among our TG. We planned our insertions on Monday, a day after the Super Sunday matches of Premiere League when the curiosity is on the high and the content is consumed eagerly. We planned our ad to appear alongside the Premiere League news, with the message highlighting Lucozade as the #1 Isotonic in the home ground of Premiere League Football, UK. High Frequency coupled with strategic positioning created a strong impact on the brand’s visibility. The press ads were complimented by strategic message placement in popular football websites like Goal.com etc.

Results and Effectiveness
Campaign had reached out to 306,000 audience per day for 5 days. Campaign had supported to increase brand share by 1%.

2017 | |

MALAYSIA AIRLINES FLIES HIGH AGAIN

Advertiser: MALAYSIA AIRLINES
Brand: MALAYSIA AIRLINES
Creative Agency: -
Credits: -

The Challenge
MalaysiaAirline’s road to recovery was fraught with both internal & external challenges.. The company underwent Restructuing & leadership changes with budget & route cuts; also faced aggressive competition. LCCs pushed their ‘low fares’ & HybridAirlines’ highlighted ‘Full Service @ LCC pricing’. We were tasked to drive sales & protect SOM.

Insight, Strategy and the Idea
Despite being besiged on all fronts MalaysiaAirlines still boasted of unrivalled destinations with industry best flight frequency. Our strategy hinged on driving last mile conversion & ensuring business profitability by increasing passenger load across routes. We analysed flight occupancy data across routes in next 90 days. Destinations with more than 40% unsold inventory & higher value were prioritised. For these routes, we increased the bid cap by 50% compared to other ad groups, ensuring top spot on Google Search Engine for brand and destination keywords.

Media Execution
Agency deployed three-pronged strategy capturing potential consumer’s intent. We started with Always On Search strategy with 100% SOV on Brand + Destination keywords; coupled with Geo-Targeting of Federal Territory which contributed to 60% of traffic, thus plugging spillage to competitors. With Real time conversion based fluid bidding strategy, we hijacked competitor keywords and redirected potential travelers to MalaysiaAirlines, while maintaining 60-40 split between competitor & travel agents to cover all bases. Finally we deployed Recency & Frequency Modelling to optimise campaign driving higher ROI. We served different messages based on a). Recency- Dropping out at the payment page. b). Number of times a person (cookie) searched for a particular destination within 30 days. This helped in understanding the intent better with customized display ads & re-targeting them on search ads.

Results and Effectiveness
A unique search approach yielded strong results with 30% Campaign ROI increase YOY. Effective competitor targeting drove 91% new website visits increasing online conversion from 7% to 9% & additional 11% reduction in CPA in Q1.

2018 | |

CIMB-PETRONAS Partnership Fueled Cashless Spending

Advertiser: CIMB Bank Berhad
Brand: CIMB Petronas Debit Card
Creative Agency: -
Credits: -

The Challenges
There was a slow adoption of Debit Card as a mode of transactions. CIMB launched a co-branded debit card with PETRONAS to educate and reward the masses to cultivate the habit of using Debit Card for their daily spending.

Insight, Strategy and the Idea
We used the co-brand proposition to entice and drive debit transactions amongst target segment, motorists aged 18-30 y.o with low to mid income level. We teamed up with top radio station, ERAFM (Source:NielsenConsumer&MediaView), to run a #CabaranTanpaTunai where we challenged two announcers, Jaa and Nadia, to go around Peninsular Malaysia in 3 days with only CIMBPETRONASDebitCard in hand as mode of payment. We demonstrated that it’s more rewarding and safe to use CIMBPETRONASDebitCard instead of cash for daily transactions.

Media Execution
They had to hand in their cash at the start of the journey and given tasks which tied back to card benefits, throughout the 3-day journey covering KualaLumpur, JohorBahru and Penang which included stopovers at CIMB branches and PETRONAS stations. They were challenged to book Uber ride, buy Aquaria entrance ticket at a discount, book bus tickets online, treat PETRONAS customers at KedaiMesra and pay for lunch at Nasi Kandar restaurant in Penang, among others. Consumers were kept updated and engaged of the cashless journey via Jaa’s and ERA’s social media platform, call backs to the station and live crossover by ERACruisers. 2 bloggers followed the journey to capture this challenge and share the stories on their social media platform.

Results and Effectiveness
The 3-day campaign generated more than 8million reach and 700,000 engagements on social platforms. (Soure:FacebookAnalytics). In just 6 months, the CIMBPETRONASDebitMastercard has recorded an increase of 14% monthly active rates and 6X more affinity compared to the generic portfolio debit card. (Source:CIMBBank Internal Data).

2018 | |

When ads truly speaks to you

Advertiser: eBay Malaysia Services Sdn Bhd
Brand: eBay Malaysia
Creative Agency: -
Credits: -

The Challenges
Sellers growth for eBay have been slow, due to the rise of other e-commerce platforms over the years. eBay was losing out to the competition. We needed to recruit more sellers for eBay, with only 2% of the competitors’ budget.

Insight, Strategy and the Idea
56% of our audience intent STARTS on search engines first before any other media touchpoints because the options for online shopping is vast. However, we found that audience are not responsive to generic ads.It had no relevance to them. To get people into eBay, we had to seize them at the right time while they are looking for e-commerce partners through the deployment of performance framework of Attack, Hijack, & Repeat in responding to the sellers’ journey. The idea? Speak the language of each prospective sellers and customize our approaches to each prospective seller through ”Intent-driven targeting’

Media Execution
We started by mapping out the variety of motivations prospective sellers. Then generated 400 customized messages and targeting for each sellers’ intentions! [1.Attack] When they start searching about benefits of selling online. We captured them with customized messages highlighting eBay’s USPs in relation to their niche-search keywords. [2.Hijack] When they’re considering their e-commerce partners. We hijacked their search on competitors and present them with eBay’s USPs countering against the competitors’ weak points instead. [3.Repeat] When they missed us. With the collection of specific audience pool based on their niche-keywords search, we activated our database to remarket to each audience with customized messaging across various platforms including search, online videos & social media to strengthen their trust towards eBay.

Results and Effectiveness
KPI was for 40% YoY growth of new sellers by year end. We exceeded KPI by overdelivering a very healthy 71% YoY growth! Through hyper-targeted content, clickthrough-rate was 5X more than previous campaign. CPA was -66% more cost-effective than planned.

2018 | |

Tutorial Videos with a Twist

Advertiser: eBay Malaysia Services Sdn Bhd
Brand: eBay Malaysia
Creative Agency: -
Credits: -

The Challenges
Sellers growth for eBay have been slow. With the continued growth of other e-commerce giants, eBay’s new features helping merchants to sell more go unnoticed and hence Sellers think it’s harder to sell on eBay than on other platforms. We needed to change that. Fast.

Insight, Strategy and the Idea
The Sellers market just doesn’t have the patience for tutorial videos. Its either too long, or they don’t quite have a clear grasp of the language to be able to sit through the tutorials. We needed to get them to unlearn and relearn in the shortest time possiible. Our strategy is simple: Give sellers a QUICK WIN with our educational content. Not just through communications but also through the medium of our campaign. Everything has to be quick and easy. The idea was to REINVENT TUTORIAL VIDEOS into a snappy, entertainment platform with all tutorials being less than a minute!

Media Execution
We produced a series of pocket content on achieving the sellers’ dreams within 4-steps. Within these 4-steps, we demonstrated snapshots of eBay’s tools and website features helping the sellers get richer! We showed them the dream from: [1] 4-steps to getting rich quick [2] 4-steps to becoming your own boss [3] 4-steps to be a baller These tutorial videos were released on social media & online video sites, where sellers were searching for tutorial videos. We went further and expanded our content into bite-sized social images, We built our social pages into a seller education community, cranking out content every week on trending items to sell, business tips from real-life successful Malaysian eBay sellers, and even more snapshots of the website’s feature for sellers!

Results and Effectiveness
KPI was for +40% YoY growth of new sellers. We overdelivered with +71% YoY growth instead! We reached out to 7.5Million sellers. View-through rate of our videos went up to 38% (industry benchmark 17%). Generated 21,941 seller traffic to the website.