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The Challenges
Periods have perennially been a stigma for women. Discussions about periods have been taboo. The challenge was to neutralize the key carriers and sometimes involuntary propagators of this stigma: conversations involving males. We needed to drive higher comfort and awareness among males in conversation, about periods.

Insight, Strategy and the Idea
Media agency takes the challenge head on by initiating positive and aware conversations involving men, about periods. A character named “Get Real Bro” explained how periods work, from a guy’s point of view. Using Social listening and browser tracking, we listened to 10,000+ conversations and created 50+ high consumption categories where male audience participation is highest. Keeping the core audience “females” into consideration as well. These conversations were then tactically targeted and hijacked contextually, to drive home REAL awareness about periods.

Media Execution
Using 3rd party data segments, these 52 (27 Males and 25 Females) categories led to 300+ subcategories, e.g. Personal grooming was further categorized into personal care, perfumes, hair care etc. We had the right periodic table to target right context & audience, for maximum impact. With 5+million audiences defined, we launched a full stroke campaign on Facebook, Youtube and PMP platforms with Auto optimized budgets to ensure higher ranking categories in periodic table (by relevancy and audience size) receives highest impression share.

Results and Effectiveness
Campaign delivered a total of 27mil impressions, 4.6mil views, VTR 12%,, 36% and 60% on Facebook, YouTube and Premium network. The results saw an uplift of 16% VTR as compared to previous campaigns. Overall 1000+ conversations were generated online focusing on how they now see menstruation positively. With those results, we manage to hit the nail by breaking the taboo in men’s mind.

The Challenges
Malaysians love their cars. However, purchase decision of Malaysians is now more cumbersome to understand than ever. With over 25+ digital footprints in their consumer journey and 3 months over pondering time, how do we encourage people to opt for BMW test drive?

Insight, Strategy and the Idea
By analyzing last year’s search behavior and trends, we deduced that consumers average purchase journey last for around 3 months where they have at least 20+ digital touchpoints and almost 70% of the touch points including searches on Google. We decided to tackle this convoluted consumer journey by incorporating economics behavioral modelling into our search campaigns. A multi branched economics decision tree was created to cater consumer at each behavioral phase e.g Need, Search, Alternative, Evaluation, Final Decision.

Media Execution
We identified 32,300+ search queries containing 5 Million+ search query volume and bucketed them into each behavioral phase. This including 30% of competitor keywords like Mercedes, Volkswagen, Volvo etc. This was essential to move users from competitor’s “alternative” phase to BMW’s “Evaluation” phase. Harnessing the power of Google machine learnings, a full throttle Maximize Conversion campaign was launched. Attribution window was set to max 90 days for view through conversions.

Results and Effectiveness
Overall campaign generated 5M+ impressions resulting into 800,000+ clicks. More importantly, we received 7K over confirmed test drive leads submissions with CPA of only 110RM. Our attribution settings helped us further understanding the role of search in detail and enhancing purchased themed bucket further.

The Challenges
Talking about insurance is cluttered, thus being relevant, simplified and agile is your only way out. Merging live events (live stages & lifestyle) data with your performance strategy can unleash its true potential for higher interest in the relevant type of insurance produtcs

Insight, Strategy and the Idea
Based on the insight that people only react when sh!t hits the fan i.e 87% of the people only look for insurance when they are in the middle of a crisis/tradegy, we created a Smart Query Bot that scrapes real time medical/life containing searches from all over the web. Putting automation at the forefront of our strategy, we created Smart Query Bot integrable with search Engines.

Media Execution
Combining these 200K+ real time intent queries, we devised a comprehensive search strategy to target insurance ads against auto collected searches. E.g anyone reading about “critical illness”, tool picks up query, buckets into auto scrappersheet and being added to search. 5000+ contextual queries were scrapped and bucketed into tight themes. Using dynamic keyword insertion we then incorporated automated and yet tightly themed ads for relevant keywords bucket.

Results and Effectiveness
“Inquiries for Life and Medical Insurance grew by 50% resulting into 1200+ overall lead submission on Website. Sales grew by 30%. Campaign saw an ROAS of 12X. Automation also helps agency spending 70% less time on doing manual labour.”

The Challenges
Among Malaysians, the concept of Debt/Loan consolidation was quite afresh. Despite being low category awareness, the task at hand was to drive commerce. How could we then create a personalized yet tightly themed performance strategy to beat current lead volume of 6500 per month and appointment rate of 10%, with low awareness audiences?

Insight, Strategy and the Idea
6/10 working Malaysians found to have more than 2 pending loans, howsoever cumbersome the process of repaying they’d have to undergo the trauma of repayment every month. When more than 1M+ Malaysians can have debt consolidation, we knew that every person has his different web/personal behavior. To tackle this, we decided to create an AdFactory for HyperPersonalized and SuperTargeted Ads. Excavating 1.2M digital footprints of users and using behavioral segmentation we crafted 5 different segments of audiences through our propreitery DMP. Segments include FreakyShoppers, BusinessWarriors, PropertyHunters etc. These segments were then analyzed for platform reach and dispersed over high reach convertible performance media i.e Google, Facebook, Affiliate.

Media Execution
1) Using 1st and 3rd party data we custom audience segments and reaped data driven insights about each audience segments
2) Being Relevant Harnessing the power of dynamic creative building we created 150+ creatives targeting 5 different subgroups of audience, these creatives were then fed into DSPs for dynamic creative targeting against the relevant audience set.
Adaptibility of DCO allowed us automate personalized adserving to 6Million unique cookies from one single creative template. This resulted in a creation of hyper personalized and automated AdFactory to launch 500+ dynamic creatives.

Results and Effectiveness
HyperPersonalization led to fall in lead volume by 71%, CPA increased by 88%. Superficially, results were disasterous. However, agency didn’t get fired, but got rewarded instead. Appointment rate grew by 100%, approval rate rose by 25%, average loan size grew by 9%. And RM1 spend on performance generated RM421 in business.

The Challenges
NationalDay advertising is a well established practice is Malaysian marketing calendar. Brands celebrate the day with emotional & culturally rooted messaging. With winds of change blowing across the country post 2018′s GE14, PETRONAS; Malaysia’s iconic brand, challenged the agency to break the mould & ensure uniqueness for PETRONAS’ 2018 celebrations.

Insight, Strategy and the Idea
NationalDay is a day when the entire country comes together & shares their vision of Malaysia’s future. We realized that amongst all in the Rakyat, a child’s vision of the future & his/her dreams are reflective of a nation’s true hopes & aspirations. The agency recommended creating a first of its kind NationalDay campaign for PETRONAS with these dreams and aspirations of Malaysian kids at the centrestage; bringing to life #Ceritakita.

Media Execution
We partnered with NSTP to bring alive the vision of kids who travelled across the country to capture their hopes & aspirations in a photo anthology. However, instead of the usual FPFC, we partnered kids with the editorial team to craft the front page story for the NationalDay and showcase their vision of the future and report on what they saw and what excited them about the future. Kids reported in four distinctive themes; Love, Family & Hope with a headline titled ”Our Malaysia, Our Story”. This was the first time that NEWSPAPER FRONT PAGE WAS DESIGNED & EXECUTED BY KIDS. And that’s how we inspired Malaysians to see the country anew & aspire for greater heights from the lens of a child.

Results and Effectiveness
Innovative & unique partnership yielded unprecedented results with the Newspaper campaign reaching more than 5,000,000 with an overall reach of 15,000,000+ Malaysians with more than 12,000,000 social interactions and inspiring Malaysians across generation with the vision of the country by kids. Thus PETRONAS helped Malaysia usher in NationalDay campaign in a unique celebration.