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The Challenges
unifi is synonymous to home broadband. To be a brand “with you always”, unifi needed to go beyond the home; thus launching its mobile offering. How do we quickly establish unifi as a mobile service provider, in the highly cluttered telco environment with less than 1/10th of the typical launch budgets of our competitors?

Insight, Strategy and the Idea
As the new mobile alternative, unifi looked to associate to a bigger purpose. So we championed the cause of “mobile wellness”, inspired by the FacebookCambridge Analytica scandal, and the public’s growing concern with our increased mobile dependence. To create nationwide relevance amongst more than 16 million mobile users (15+), radio was the perfect channel. Partnering with radio stations and positioning it as a Public Service Announcement (PSA), enabled multiple copy rotation, at mass, at only 30% the usual cost per spot.

Media Execution
We developed 64 variations of PSAs for 8 top English, Malay, Chinese and Tamil stations, 18 hours of the day, for a whole launch month – that’s 2,879 opportunities to hear! The PSAs covered 5 key “mobile wellness” behavior each tagged with the unifi jingle to drive brand recognition and its new proposition of being “with you always”:
1. Personal safety – Texting while driving/walking
2. Cyber safety – Risk of online predators
3. Fostering relationships – Disconnect to connect facetoface
4. Social impact for a better internet – Cyber bullying 5. Netiquette – Treat others how you want to be treated

Results and Effectiveness
1. unifi brand sentiment hits its highest in 3 years (40.9%)
2. 44% of Malaysians were now aware of unifi mobile
3. How did we attribute this to radio? Recognition of the radio ad was significantly higher than Malaysia norms. It also scored the best for “enjoyment” (vs. any other channels) and shared the top spot for driving likelihood to subscribe. Source: Yougov and unifi brand health tracking

The Challenges
HOW TO OUTSHOUT SHOPEE WITHOUT OUTSPENDING THEM?
While 11.11 is big for Lazada, 12.12 acts almost as an ancillary campaign with lesser budgets to compete against the likes of Shopee who are known to outspend Lazada. During 12.12, Lazada decided it needed to stand out so as not to be drowned by Shopee’s spending advantage.

Insight, Strategy and the Idea
1st EVER HIJACK OF RADIO STATIONS
To continue the momentum from 11.11, Lazada needed to be heard on 12.12. Literally. The strategy was to consolidate spends and go very very big on radio and chase impact. The idea was to stage a full takeover of all major Astro radio stations, Era FM, Hitz FM and MY FM on 12.12.

Media Execution
THE ONLY RADIO STATION ON 12.12
We took over all Astro radio inventories on 12.12. And to make an impact, we took over the radio station names and branded them to “Lazada FM.” Era FM was literally named Lazada FM on 12.12. Unheard of! Not only that, Lazada used the radio DJs to talk about the online shopping experience for 2 hours! There were prize giveaways on radio and social media and they even pranked people from Lazada. Did we mention that we changed the radio stations’ names to “Lazada FM”?

Results and Effectiveness
LAZADA STAKES ITS CLAIM ON 12.12
The radio takeover helped make 12.12 an unprecedented success for Lazada as they achieved their highest ever 12.12 sales day, beating 2017 sale day by over 100%. The execution generated a lot of buzz and publiciations like Marketing Interactive gave it extra PR. The cherry on top was the bragging rights that Shopee was airing its ads on “Lazada FM.”

The Challenges
SMEs contribution to Malaysia’s GDP has been growing YOY. Within the SME segment, the Chinese SMEs are core to banks. We needed to earn their trust, and continuously grow this segment who are skeptical of banks.

Insight, Strategy and the Idea
INSIGHTS 1.The perception is that SMEs don’t want to enhance and evolve their businesses skills, when in reality they want to be Future Ready Entreprenuers. Sometimes, they don’t ask for help for fear of ‘losing face’.
2.It’s all about ‘relationships’, trust and respect when dealing with Chinese SMEs.
3.Malaysians’ time spent on the road, one of the highest globally and SMEs are always traveling for work.
STRATEGY & IDEA We partnered ChunPin, popular local business expert and most importantly someone Chinese SMEs respect and trust, to deliver business content when they are driving, via ‘Maybank’s ChunPin’s BusinessTalk’. Unlike many Corporate, business experts who Chinese SMEs feel a disconnect, ChunPin comes across as friendly as he doesn’t use complex business jargons. It was like listening to a friend giving valuable business advice.

Media Execution
52 Weeks of Business Updates Partnering with MelodyFM (highest listenership amongst Chinese SMEs), we connected with Chinese SMEs via ChunPin, delivering latest business content, from Mondays to Fridays. 260 Different Business Contents By listening to the SMEs’ needs who leave comments on ChunPin’s social, we worked with ChunPin himself to craft 260 fresh content covering anything from Small Start Ups to US China Trade War implications to SMEs. 1,092 Radio Capsules Throughout the 52 weeks, we targeted them when they were on the road during peak times, 9am, 2pm and 7pm.

Results and Effectiveness
By targeting the always travelling, Chinese SMEs when they are on the road, we delivered : 1.207,167 new SME accounts in year 2018 VS 2017 2.+57.34% unique visitors and +28.67% sessions to MaybankSME website 3.+68.19% new users to MaybankSME website 4.+18% higher search peaks in year 2018 VS 2017 5.123,000 SME listeners in MelodyFM