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2019 | |

Maybank achieves a ‘Hole in One’ with Malaysia’s 1st Programmatic OOH that changes according to Traffic and Weather

Advertiser: Maybank
Brand: Maybank
Creative Agency: -
Credits: -

The Challenges
Maybank has been organising MaybankChampionship (Golf) since 2016, as part of efforts to grow their PremierBanking business. To attract 25,000 event attendees and generate interest for MaybankPremierBanking (+5% online searches vs LY), we needed to differentiate from CIMB’s more established CIMBClassic.

Insight, Strategy and the Idea
INSIGHTS: Inspired by insights of Business and Golfing Communities’ behaviours, this campaign hinged on the knowledge that they organize their lives around weather and traffic:
1)In Golf, weather obviously affects the game.
2)In Business, road traffic is a daily conversation topic, affecting traveling time. And key factor affecting traffic, is the weather.
STRATEGY: Understanding this, we had to reach our consumers when they were stuck in traffic and rushing to either the boardroom or fairway. Which only the Outdoor platform could effectively amplify our campaign.
IDEA: The first ever innovation in Malaysia, we devised a Programmatic Outdoor campaign, integrating traffic and weather location data to deliver targeted creatives to different Outdoor sites.

Media Execution
A specially built API PROGRAMMATICALLY served contextually relevant creatives, geotargeted to weather and traffic conditions of the different Outdoor sites. By combining visual, Golfing puns into our creatives, we drove connection through grins and chuckles to get our audiences talking about MaybankChampionship: 1)Smooth traffic ‘Whoa! Slow down. You’re gonna hit a birdie!’
2)Hot weather ‘It’s heating up.

Time to take your tee off’ OOH sites were strategically chosen to achieve quality scores of minimum 80% based on the following parameters:
1)Location: Key arterial roads leading to high end residential areas and CBDs in KlangValley
2)High Traffic: Minimum 500,000 vehicles daily 3)Visibility & Impact: Large screens (30feet x 22feet) angled to face road users directly

Results and Effectiveness
Inspired by consumer insight and brought to live by complex data, campaign delivered:
1)26,924 event attendees
2)+8.18% in MaybankPremierBanking digital searches during campaign
3)+286% unique visitors and +260% sessions in MaybankPremierBanking website in February 2018 vs pre campaign
4)+17% Revenue Growth post campaign
5)Reached 7,314,818 road users

2019 | |

DMP? DSP? Try SSP – Street Sales Price!

Advertiser: Alliance Bank
Brand: Alliance Bank
Creative Agency: -
Credits: -

The Challenges
Alliance ONE Account (AOA) is one of the pioneer in loan consolidation service which helps customers to manage debts in a consolidated account. The only requirement is that you have an active home loan. As home loan is not a digitally tracked metric, the agency had to innovate to effectively reach our to the core target audience.

Insight, Strategy and the Idea
Over 80% of Malaysians purchase a home through home loans. While bulk of this data sits behind lock & key with banks, there are other parties that hold this valuable information, the property agents. Through our partnership with various leading property agencies and Facebook Street data, we created SSP, Street Sales Price platform, which tracks initial house prices, house loans, loan tenures, township maturity and future house prices of every prominent street in the KL & Selangor area.

Media Execution
Through SSP, we were able to identify hot zones (low initial house price, 5 to 10 years loan tenure, high future house price and expected loan volume) down to individual street level. We were able to identify over 150 streets from 25 different townships that matched our hot zones requirements. From there, by using Facebook’s street level targeting capability, we were able to effectively reach out to these home owners via high intent lead generation ad and ads optimized towards leads on website.

Results and Effectiveness
Campaign captured 6,174 quality leads in 4 months. Eventhough it’s only 29% of the previous 4 months, 1,661 or 26% of the leads converted appointments, compared to previous 13% . Out of the appointments, 245 or 15% of the walkins got a solution to help them consolidate debt, compare to previously at 12%. Total loan amount increased by 12 % compare to previous 4 months, average loan size per account increased by 9%, and cost per approved account down by 18%.

2019 | |

Data gives wings to the Malaysia Airlines customer experience

Advertiser: Malaysia Airlines
Brand: Malaysia Airlines
Creative Agency: -
Credits: -

The Challenges
Amidst more aggressive price competition in the airline category, how do we continue to drive sales and Return On Marketing Investment (ROMI) for MalaysiaAirlines?

Insight, Strategy and the Idea
First, maximise synergies in offline/online spends and offline/online sales to identify the most optimum ratio maximising demand. Next, drive value per transaction by analyzing the customer’s journey through ancillary pages (e.g. accommodation, transportation, and travel insurance) to identify segments willing to spend. This meant integrating our existing data pool of 5 types of slow and fast datasets load factor by routes, realtime consumer behaviour data on the online booking site, lookalike modelling of our frequent flyer database, audience segments being prospected by our programmatic display partners and flight fare prices from GoogleFlightSearch – with:
1. Online and offline (travel agent) sales report vs. online/offline media spends
2. Pixel extension across the full purchase journey, including ancillary pages

Media Execution
Optimising total spends ratio: Analysing historical campaign data allowed us to identify correlation between online/offline spends and online/offline sales (e.g. seniors exposed to our promotion online triggers them to purchase via travel agents; on the flipside, the Millennial’s curiosity from seeing a digital OOH ad translates to a Google search). Thus, for an improved Total ROI, we optimized towards a 60:40 online:offline spend ratio (vs. 80:20 previously). Beyond Google/YouTube custom audiences (using search behaviour for ancillary services) and dynamic creative optimization delivering realtime, customized messaging, we further predicted buyer behavior by creating segmented lookalikes based on customers ancillary preferences, as exhibited by their behaviour on our booking site.

Results and Effectiveness
The new automated, adaptive approach countered price competition:
• Load Factor increased to 78% (vs. 76% in 2017), flying approx. 273,000 additional passengers
• Driving sales of ancillaries: 110% uplift, to RM80mil (vs. only RM38mil in 2017) Without increasing media budgets, ROMI for 2018 jumped from 7.5 to 20.5. Source: Client data

2019 | |

Programmatic Periodic Table: From Women To Woo Men!

Advertiser: Libresse
Brand: Libresse
Creative Agency: -
Credits: -

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.