2017
2017 | Finalist | Best Use of a Small Budget (Under RM100,000) Excludes Digital
Advertiser: SIME DARBY AUTO CONNEXION Brand: Ford Creative Agency: - Credits: -
The Challenge
Christmas is generally a peak car purchase season, and also a highly cluttered time for advertisers. Ford had to find a way to break the clutter, and stand out as the most preferred car brand during the peak car purchase season.
Insight, Strategy and the Idea
Malaysians usually test drive cars to strengthen their intent to buy. It is a window of opportunity to positively influence the buyer in favor of the purchase. Media Agency recommended leveraging this test drive experience, and layering it with a distinct Christmas flavor to drive higher test drive sessions and build positive intent to buy. The idea was to turn the Ford Ranger into Rudolph, the Red Nosed Ranger by using antlers on the doors and a red nose on the front of the cars, and celebrate the Joy of Giving during Christmas. While other car brands offered test drives, Ford offered test drives on Rudolph, the Red Nosed Ranger and for every test drive taken, RM 5 was donated to charity as an act of giving symbolic of the spirit of Christmas.
Media Execution
Starting with radio domination across Lite FM, My FM and Mix FM, Malaysians were urged to test drive the Red Nosed Ranger and contribute to charity via the action. An entourage of numerous Ford Rangers dressed as Rudolph, toured from one Ford showroom to another across Klang Valley, serving as mobile billboards heightening the craze for the Rudolph test drives. Total campaign cost RM27,110.02.
Results and Effectiveness
The campaign generated peak awareness during the prime car purchase week during Christmas across the Klang Valley with a whopping 500+ test drives achieved within 2 weeks, and contributing a total amount of RM 2,500 to a charitable orphanage, to celebrate the Joy of Giving. By turning the Ranger into Rudolf, Ford spread smiles and earned test drives.
2017 | Gold | Best Use of a Small Budget (Under RM100,000) Excludes Digital
Advertiser: Maxis Communications Brand: Hotlink Creative Agency: - Credits: -
The Challenge
Indonesians make up a huge majority of Hotlink’s migrant base. Targeting them efficiently, in the right context that felt legitimately Indonesian, had always posed a great challenge, especially on an extremely tight migrant budget.
Insight, Strategy and the Idea
Migrant Indonesian workers typically work from Mondays to Saturdays, from before sun-up to after sun-down. At the end of an ardous week, they look forward to checking in with their families and get updated with news from home, commonly every Saturday nights. We decided to communicate with them in an environment that felt familiar, that felt like home and that spoke EXCLUSIVELY to them. And in an environment that gave them the status and dignity that is often deprived of migrant workers. Through the sponsorhip of Titip-titipSalam (Indonesian for Sending Regards) segment, a uniquely Indonesian interactive radio show on BernamaRadio, Hotlink was able to bring them home, every week for 6 long months.
Media Execution
Every Saturday night, we were able to zero-in into that weekly, precious moment when they communicated with families and friends back home. Against the backdrop of their favourite Indonesian songs plus news of their motherland, we were able to engage them – whether through live call-in conversations with their favourite DJs about their experiences playing PokemonGo or simply chatting with SitiLiza, a popular Indonesian singer, during an exclusive interview. Promos and credit mentions in Indonesian dialect ran every weekend, reminded them of the latest Hotlink promotions related to Indonesia. Coupled with its Online Radio and Facebook postings, we leveraged on Titip-titipSalam to give Indonesians all over Malaysia a little piece of happiness, a little piece of home.
Results and Effectiveness
Campaign reached 440,000 Indonesian migrants weekly (source: BernamaRadio listenership survey). An impactful 3.74ROI with media budget of just RM84,000. Hotlink ‘Brand Preference’ scores increased a monumental +13%, gaining shares from competitors DigiPrepaid (-18%) and Xpax (-63%).
2017 | Silver | Best Use of Digital Performance Strategy
Advertiser: Maxis Communications Brand: Maxis Creative Agency: - Credits: -
The Challenge
2016, Maxis faced one of the most prominent crisis in Malaysian Telco industry with allegations of differential and inappropriate pricing of products and services by consumers. Competitors swooped in as an acquisition opportunity. MaxisOnePlan had to respond fast and come back strong.
Insight, Strategy and the Idea
The key comeback weapon for anger is humility. The greater the anger the higher the level of humility needed. We designed a custom campaign, matching the humility level of communications, to the level of anger. H.A.M.- Humility Anger Matrix was designed as the base for the campaign to create custom content. We identified three audiences: Maxis Loyal Customers, Maxis Crisis Switchers, Competitor Subscribers. A three pronged campaign was activated using H.A.M.
Media Execution
We targeted the loyals, with utmost humility, but timed the campaign when they are possibly at their lowest level of anger- just when they wake up in the mornings. Using Customer Database Matching, we reached their mobile screens first thing in the morning, informing them of the renewed MaxisOnePlan benefits. The Switchers were targeted with an early morning awareness message and on interation, were retargeted with a strong CTA to switch back. The Comp. Subscribers were served with dynamic content highlighting the benefits of the new MaxisOnePlan, nudging them to switch. If they were heavy data consumers, we highlighted more data, while to line sharers we highlighted data sharing & supplementary line benefits. Thus, by using H.A.M. to fuel the campaign, each message was custom designed and delivered at the right time, on the right screen to the right audience.
Results and Effectiveness
- Even as consumers were porting out, we regained MaxisOnePlan subscribers with +15.48% over previous quarter! – Maxis image scores for”brand worth paying for” +17% & “best for mobile data” +10%. – Total 136 mil impressions & 621k clicks with 4X higher campaign scroll rates than previous MaxisOnePlan campaign.
2017 | Gold | Creative Use of Data
Advertiser: SIME DARBY AUTO CONNEXION Brand: Ford Creative Agency: - Credits: -
The Challenge
Ford had launched its biggest year end promo. However, the segment is extremely competitive with other competitors having deep pockets to advertise extensively, it was extremely difficult to generate impact with the sales promo. Ford needed a strategic plan to ensure they maximized the potential sales from their promo.
Insight, Strategy and the Idea
Research shows that while car buyers research a lot before test drives, right before purchase, factors like promos and rebates have the highest influence on their decisions. With these insights, Media Agency recommended Ford to selectively pin and target competitors’ showroom location nationwide creating disruption on their potential buyers’ decision. A dealer hijack campaign was conceived focusing on bottom funnel of interested car buyers, rather than competing with deep-pocketed competitors at the upper funnel awareness stage.
Media Execution
With the data of competitors’ locations and users’ test drive behavior, we disrupt their choice and decision by serving Ford’s year end promo. A dual approach was adopted- Tell and Sell. We smartly pinned all 400 competitor’s location to target prospective car buyers. On weekdays, our key focus was just to create awareness as the first later of interaction. During the peak test drive hours e.g. weekends, the Sell tactic was deployed with precise location targeted mobile advertising. This is the time when we disrupt our competitor’s potential buyers. These interested car buyers visiting competitor showrooms, were served strategic Ford promos on their mobile which created dissonance and drove the buyers to explore Ford as an option at their point of purchase.
Results and Effectiveness
The dealer hijack strategy was very successful in moving footfalls from 6 main competitor’s 400 showrooms to Ford’s showroom. Ford’s December sales over achieved its sales KPI by 163%. Thus by leveraging on competitors’ spends, Ford drove its own sales through the roof.
2017 | Silver | Creative Use of Data
Advertiser: Maxis Communications Brand: Maxis Creative Agency: - Credits: -
The Challenge
TMUnifi comes to mind when Malaysians think of Home Internet. In this category dominated by the behemoth, TMUnifi, and with an Awareness score that’s 4x smaller, MaxisHomeInternetFibre needed to increase awareness and consideration.
Insight, Strategy and the Idea
Home Internet purchase is commonly made after moving in. However, by then, most would instantly think of TMUnifi. We realised the only way to increase Maxis’ TOM was to get ahead of the game, that’s BEFORE they move into their new home. 83% of property hunters begin researching for a home at least 6 months prior to purchase. And today, most would do their searches via online property portals. That’s 8.3million pageviews on average monthly! Designed to intercept the property hunting process, we analyzed and mapped identifying moments through the property hunting process to deliver custom messages, aimed to get property hunters to ‘Log-in before they Move in’ with MaxisHomeInternetFibre!
Media Execution
Partnering with iProperty.com, Malaysia’s No.1 property portal, we combined first and second-party data to target property hunters across platforms (desktop, mobile, app) in three fundamental phases. 1.We created a CoverageMatch list by matching MaxisHomeInternetFibre coverage against all iProperty listings locations. Clickable MaxisHomeInternetFibre icon on listing pages indicate coverage to 90% of total 400,000 listings, creating awareness and directing interest to site. To enhance accuracy, CoverageMatch is refreshed every 3 months. 2.Cross-platform custom banners and on property alert EDMs retargeted users with refined area of interest, reinforcing specific area coverage as they browse listings or check emails. 3.Finally, location-targeted mobile ads reminded property hunters in area of interest of MaxisHomeInternetFibre’s commitment to reliable, expert Internet set-up with Maxperts (service installers).
Results and Effectiveness
+7.5million impressions delivered mass awareness across iProperty platforms. MaxisHomeInternetFibre portal +35% in ’50% scroll rate’, indicating quality traffic generation. An impressive 1.75% lead conversions (previous campaign 0.43%). MaxisHomeInternetFibre ‘Awareness’ scores +111% and ‘Brand Preference’ +157%, reducing the gap with TMunifi by almost half!
