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The Challenges
Petron’s key challenge is to breakthrough the advertising clutter during the 14th Malaysian General Election ‘media blackout’ period, which falls right on the campaign’s Consideration phase. How do we ensure our campaign exposure isn’t compromised? So, how do we sell 100,000 units of Die Cast Figurines within the short span of 5 weeks without the interruption of election?

Insight, Strategy and the Idea
Insight 1: Fan theories would fuel the movie fever as early as 1 month before the actual movie release. Insight 2: Facebook and YouTube would be bombarded by political propaganda, up to three weeks before the election period. Users would turn to Instagram for escapism. Capitalizing on these insights, Petron took on the opportunity and rode on the fan fever wave 1 month before the movie release date. As Marvel’s exclusive collaboration partner, Petron had the added advantage of capitalizing on Marvel’s Avengers Talent Tour, a nationwide social contest in search for 60 Malaysian Marvel Superfans. The social contest is disseminated on MarvelMalaysia and OhMyDisneyAsia for relevancy, and these Superfans then became Petron advocates. Meanwhile for the public, teasers on the exclusive figurines were released to create a “new” demand way before election period kicks in. Keeping insight 2 in mind, we’ve strategized content on Instagram through MacroInfluencers and MicroInfluencers during the ‘media blackout’ period, effectively addressing high Reach and authentic Engagements for the campaign. 357 MicroInfluencers were engaged to create original content on Instagram, framing the exclusive figurines as highly desirable collectibles. This has enabled Petron to drive high amount of consideration, ensuring authenticity and instilling “fear of missing out” amongst targeted audience.

Media Execution
Facebook and YouTube, two platforms with large Unique Audience Base and high user time spent, were platforms that we capitalized before election to address the Awareness phase. Content pieces such as Petron’s Avengers Infinity War TVC and Carousels showcasing the full range of exclusive figurines were launched on Facebook. YouTube Masthead was utilized to turbocharge the launch, allowing us to reach out to the masses, maximizing high Audience Reach. During Consideration phase, which coincides with the ‘election media blackout’ period, we’ve leveraged on power of Influencers’ (both Macro and Micro), capitalizing on their content creation ability to further induce the message of exclusive figurines, along with CTA to get users to drive to their nearest Petron. Content created were released on a staggered basis through the Consideration phase. After the blackout period had subside, we’ve boosted content pieces that Petron collaborated with MarvelMalaysia as the final push on completing the set of exclusive figurines, before they’re completely sold out. With Facebook’s Store Visits optimization, we’re able to push on a strong CTA that shows users the nearest Petron based on their real time location. Waze Ads were utilized to complete the funnel, effectively addressing the need of users searching for the nearest station and navigate them there.

Results and Effectiveness
Results were:
• 90%+ Exclusive Figurines sold
• +4.2% uplift in Navigations to Petron stations!
• +4% hike in fuel sales, despite decline in market.

The Challenges
As a bank, we focus on two areas for revenue generation. First is to get new customers, and second (more important), to get them to deposit money into their accounts. Debit account opening, is usually conducted offline

Insight, Strategy and the Idea
Inspired by ‘shared economy model’ we aimed to streamline debit account opening process, we did that by starting with delivering the idea on the importance of deposits, by using Social and Content marketing campaign called Yanxi’s Palace. Followed by encouraging the people to secure their future by investing in Fixed Deposits by RHB, and then we made it easy for people to start banking with RHB using the Online Account opening and allowing them to use our rider service to do the formalities from the convenience of their home. We used existing customer data segmenting product users into 3 groups. Customer product consumption + demographic and psychographic information revealed Young families. Sandwich generation. Empty nesters. Rejecting ‘price war’ narratives in this sector, we analysed audiences creating common message to adopt ‘risk averse’ investment option: Deposit your future with RHB.

Media Execution
Target Malaysian Chinese community adored 2018′s “Story of Yanxi Palace”. We leveraged with video twisting main character’s iconic lines and strategies into wealth growing wisdom. Partnered with DJ Cheryl Lee as influencer star. With video being a big part of web experience, we blasted the fulllength video on mass digital channels like YouTube and Facebook, while enhancing virality with bitesized PockeTVCs for mobile users. Ads matching 3 target groups aiming for high reach factor in key urban areas across Malaysia that matched national income trends. Interest and psychographic targeting developed by mimicking 3 groups. Remarketing lists and custom audience data uploaded to platforms helped with lookalike audience generation from existing fixed deposit product adopters. Custom audience of other RHB customers without fixed deposit products were cross sold. For rider service, paid promotions on Facebook, Instagram, SEM and display channels drove traffic to campaign landing pages for lead generation. Leads within catchment area sent automated SMS and email with optional appointment times with riders, followed up with call. Leads outside catchment area redirected to callcentre. Rider received application with information from digital lead. Rider travelled to applicant completing ID checks in person. Approval during appointment and customer sent debit card by courier next business day.

Results and Effectiveness
MoM debit account growth jumped 173% vs noncatchment areas and precampaign trends. Average lead to account opening of 2 days from 14 within catchment, 85% reduction in sales cycle. 77% reduction lead dropoff rate. 43% Reduction in ‘cost per account opening’ Accounts opened via OLA 76% from 46% RHB product searches rose 101% during awareness phase. Achieved double digits Fixed Deposit growth at 17.6% vs 6.5% industry growth Achieved highest Fixed Deposit market share position at 7.66% in November 2018.

The Challenges
Business Objective: Drive incremental transactions and sales during World Cup, be it instore, drivethrough or delivery. Marketing objective: Make McDonald’s the goto place for World Cup viewing and become TOM for World Cup viewing. As a WorldCup official restaurant, McDonald’s has the privilege, but still faced challenges: Main competition with big screens, Mamaks, pubs Food deliveries Advertising clutter

Insight, Strategy and the Idea
Fans love to watch football with their friends outside or in the comfort of their own homes and have been anticipating the 2018 WorldCup due to the 10pm to 2am match timings. Fans will search and immerse in WorldCup content before matches and even during matches as there are multiple matches concurrently. Strategy: Hijack WorldCup moments to make McDonald’s synonymous with the most convenient food for people watching WorldCup; at home or outside. Idea: Hijack all WorldCup micromoments, be it on search or anywhere else online. Match messaging to intent and consumption to drive them to McDonald’s. Pregame – Fixture o Visit McDonald’s / Order McDelivery During game – Live score o Order McDelivery Postgame – Score / fixture o Order McDelivery & Visit McDonald’s for future matches

Media Execution
Innovation: We deployed dynamic digital ads across all platforms to be agile in meeting fans’ needs and the changing matches and countries playing as well as featuring live scores. Dynamic Search Ads allowed us to be present during these micromoments; instantaneously matching relevant message with intent & providing live scores. We combined the power of automation (Live Scores API and Google sheets linked to Google Ads account) and manual daily updates in the knockout stages to deploy 5,760 dynamic search copies (64 games X 90 copy combinations). E.g.: Pregame: Driving dinein / McDelivery: o “Brazil vs Argentina at 8pm tonight | Watch them live in your nearest McDonald’s” During game: Driving McDelivery: o “Brazil 1 – Argentina 0 | Order McDelivery so you don’t miss the key highlight!” Postgame: Driving dine in: o “Argentina match – 9pm Sat | WorldCup fever at McDonald’s” Dynamic video and display ads – Targeted football and World Cup fans and content; match daypart (in relation to the matchtime and eating habits) with relevant ads with swappable country names and flags, day and match times. This resulted in a whopping total of 6,080 ad versions for the multitude of micromoments and audience targeting surrounding World Cup.

Results and Effectiveness
Fans resonated with McDonald’s: Search – achieved 33% impression share and 6.1% CTR; excellent numbers considering the stiff competition. We also gained new eyeballs for McDelivery (97% of clicks came from new prospects.) Dynamic video & display – garnered 2X CTR vs. industry benchmark. Drove +1,567,267 storevisits (+RM26m increase in sales) Drove +6,500 McDelivery purchases (+RM230k in delivery sales) June 2018 sales: +22.02% versus June 2017 June 2018 McDelivery sales growth: +57.6% versus same period 2017 

• McDelivery Awareness: +12pts (56% to 68%)
• McDelivery “Ever Trial”: +7pts (32% to 39%)
• “I prefer McDelivery”: +5pts (38% to 43%)

The Challenges
Launched in 2016, NIVEA MEN’s MYpadang is one of Malaysia’s most successful sports marketing campaigns. Its premise of grooming Malaysia’s future football stars on and off the pitch is key in growing the brand’s market share from 17.6% to 21.1% in 2017. MYpadang began life on the local football pitch, engaging and training budding local footballers, which expanded to a national level by integrating trainings with former national players to prepare local heroes for the world stage. However, the success of the campaign bred copycats, launching their own football tieups and sponsorships. Local talent grooming wasn’t exclusive to NIVEA MEN anymore, a new battleground had to be defined, with the aim of maintaining’s the brand’s growth goal of 20% YoY.

Insight, Strategy and the Idea
As of 2017, nearly half of Malaysians are gaming, with 8.2 million Malaysian FIFA gamers alone. Combining the MYpadang concept with the incredibly relevant digital gaming platform of EA Sport’s FIFA Online, eMYPadang premiered in August 2018. A championship series played both online and onground, NIVEA MEN eMYpadang set out to find the best efootballer in Malaysia. Critically, eMYpadang sought to acquire a new generation of men adverse to the idea of buying men’s wash products by speaking to their passion by combining what they love: a ravenous appetite for video, worship of gaming heroes, and creating product relevance to a growing form of digital athletes.

Media Execution
Influence is everything: Every game has its stars – we recruited Malaysia’s top players of the game as beacons of participation, including prominent Malaysian esports caster Matthew Isaac and influencer Dennis Yin who humorously groomed players on the match and on skincare tips. Precision is key: Aligned with FIFA gaming passion, we tapped into the 2 largest channels where gaming content is the highest, YouTube & Twitch became key engagement flashpoints. Utilizing custom intent and retargeting to previous NIVEA Men audiences, ensured the highest relevance. Facebook videos brought product relevance to a sport they loved – extoling the virtues of keeping one fresh and clean against a target audience known to game for hours. Responsive Ads gave relevance adapting to where it’s seen – men browsing football content saw ads that spoke to football interests and drove participation. A Tournament that ties it all together: Over 500,000 gamers across 11 states were reached in partnership with Garena, activating across online and physical (cybercafé) qualifiers, along with a Grand Finale that was streamed live to fans of football and the game alike.

Results and Effectiveness
Campaign recorded the highest video view rate in NIVEA MEN history, almost 10% more than year average. In addition to that, NIVEA recorded the Highest CTR for our product ads, a 5x increase over any other NIVEA Men campaign, with display ads scoring 2x CTR above year average. This resulted in contest signups exceeded planned registrations by 200%. Generating the highest market share growth (4.3%) in the entire category, NIVEA MEN saw itself achieving a +20% YOY growth, leading to an alltime high market share of 24%, further cementing its No. 2 position.

The Challenges
With the Government’s ambition to drive broadband penetration, unifi was tasked to deliver double the speed, at half the price. With the competition offering the same speed, for the same price, we had the most to lose. Worse, the unifi brand was falling out of favour with the public and outspent by its closest competitor, Maxis (by more than 6X!). How do we sustain our share of the market?

Insight, Strategy and the Idea
Besides reasserting unifi’s broadband leadership driven by brand video placements across YouTube and Facebook, we also had to drive subscriptions. However, as an utility, people almost never think about broadband. Thus, we identified 3 moments during which they are most receptive:
1. Hijack relevant life event: Setting an installation appointment is something people dread. So, we leaned into that behaviour – targeting people who WERE already arranging appointments for deliveries and installations in their homes i.e. New Home Owners
2. Hijack competitive intent: Competitive broadband brands search volumes had increased by 59% post the Minister’s announcement. So when people search for Maxis or/and TIME instead of seeing intended ads from Maxis or/and TIME, people saw our ads first.
3. Hijack competitive user attention: UniversityofLoyola research shows that color increases brand recognition by up to 80%. We do think of telco brands in colors – Digi yellow, Maxis green or Celcom blue. We leveraged on the heightened attention of users to their subscribed Internet Service Provider (ISP). Via ISP targeting, we baited users with what looks like a proposition from their current ISP, only to receive a better offer from unifi.

Media Execution
We developed a firsttomarket custom segment of “New Home Owners”, building an audience pool who have consumed content that bears resemblance to new home owners – topics like home decoration & design; bedroom, kitchen and bathroom; consumer electronics; home insurance policy; and home security – and creating a lookalike audience from there on, allowing us to reach this audience at scale. With search, we trained the AdWords tool to attack competitor keywords and cleverly injected our messaging seamlessly as part of the ad copy. Enhancing our programmatic targeting, layered with ISP, allowed us to create dynamic color ads:
• Maxis users saw a Maxis Greencolored unifi banner
• TIME users saw a TIME Pinkcolored unifi banner
• Whereas unifi and Streamyx saw unifi’s own orangecolored banner

Results and Effectiveness
Campaign delivered 31% more than planned traffic; search contributing 74% of visits to unifi website
• 41% of Maxis searchers who reacted to “maxisfied” ads, visited unifi website
• 53% of TIME searchers who reacted to “TIMEfied” ads, visited unifi website Custom banners meant:
• Competitively targeted: Engagement rate up by 2X vs brand campaigns in unifi color
• Moment targeted: “New home owner” banners outperformed standard banners in 3 key areas: Relevance: 170% lift in clickthrough rates (CTRs) + Efficiency: 42% improvement in conversion from impression to landstosite + Quality: 50% improvement in conversion from impression to leads generated Sales: Online broadband subscriptions grew by 3X, contributing towards unifi’s 50% growth of average monthly new customer signups vs. the year before. Source: Client data, MCMC