Archives




2017 | |

Hunting Unicorns in a valley of Donkeys

Advertiser: AIA
Brand: AIA
Creative Agency: -
Credits: -

The Challenge
We worked with AIA towards Online to Offline lead-gen. Get a simple form filled out online, then AIA LifePlanners follow up and close sales. It took our darndest to lower 2015 CPLs by 53% vs. 2014. For 2016, we needed to beat our best and lower lead costs.

Insight, Strategy and the Idea
Platforms were differentiated by quality and cost. FB costs were low, but quality lower. Programmatic had higher CPLs but better conversions. GSP & SEM drove average CPL, above average conversions. Breaking it down, we saw bottom 50% performing ads driving upto 15x lower CTR’s than average… we called these boys, Donkeys. We also noticed some Unicorns (top performers) were actually performing upto 7-8x higher CTRs. This led to the realization that Quality/Relevance Scores could possibly improve positions, SOV and most importantly our CPL… Strategy: Elimination.

Media Execution
The hunt was on. We descended the hypothetical Performance Valley. Ripped through hordes of Donkeys, deleting every bad ad we could find and identified our top picks for Unicorns. Next, we tasked team members and even interns to go through each Unicorn ad to note what they thought made it special. Again, we eliminated isolated feedbacks to agree on a formula to make more Unicorns. We added BM copies, increased our bids where it mattered, made our ad writing snappier and reworked our entire top 20% deliverers. We optimized available channels to funnel effectiveness and remarketing to penny to pile efficiencies.

Results and Effectiveness
We achieved a 1.6 AveragePosition, 56% SOV on SEM. GSP delivered an unprecedented 11.4% CTR. FB costs went down even further (-18%) and RTB delivered 1.02% click-to-lead ratio. The CPL improved by a further 17%. That’s Real Results. Delivered for AIA, The Real Life Company.

2017 | |

Ultimate Performance for the Ultimate Driving Machine: How we sold a product that costs RM388,800 on online within 2 weeks.

Advertiser: BMW Group
Brand: BMW
Creative Agency: -
Credits: -

The Challenge
BMW (-4%) sales were slowing against Mercedes (+56%). A marketers’ nightmare! Greater challenge: we had to launch the BMW X5 Plug-in Hybrid Electric Vehicle (PHEV), costing RM 388,800, an expensive, unproven new product category.

Insight, Strategy and the Idea
PHEV users are a different breed: Super-rich and hard to get! Agency insights told us: 1. With escalating fuel price, they were cautious about cost 2. 60% were young buyers, Technology Adopters 3. 55% of potential buyers saw PHEV as environment-friendly car 4. Some were concerned about battery-charging facility We segmented audience into five psychographic segments: 1. “Miserly Millionaires” –cost-conscious consumers 2. “Tree Hugger” –consumers who want to “save the environment” 3. “Tech Taiko” –C-Suites who need to own the latest tech 4. “Performance Seeker” –eDrive technology, combined electric motor and efficient combustion engine. 5. The “Benzer” – diehard Mercedes lovers We then served highly customised messages to encourage test-drive/sales.

Media Execution
High performance execution strategy that quickly changed gears: Gear1: Created custom audience targeting sets for psychographic segments e.g The Benzers – fans and consuming Benz content; Tree Hugger: interested in renewable energy, etc. Gear2: Tailored messages to each group e.g. Miserly Millionaire – “travel from Ampang to Subang without a single drop of fuel” Gear3: A/B creative tests for segments, increasing efficiency. Gear4: Skewed Mobile, increasing conversion 37% Gear5: Geo-fenced ads near BMW showrooms, driving instant test drives Gear6: Bid for top page position in Search to cement leadership position in PHEV category Gear7: Increased sign-ups through Look-Alike clusters Overdrive: Re-targeted those who visited BMW X5 page but did not sign-up

Results and Effectiveness
• 1,000+ test drive sign-ups in just 2 weeks • Sales Exceeded projections by 174% • Showroom footfalls increased 50% • Fastest selling model in 2016 • Most importantly, BMW accelerated past arch rival Mercedes in growth! o Mercedes Sales: (2016 vs. 2015) +8% o BMW Sales: (2016 vs. 2015) +20% We had created the Ultimate Digital Marketing Machine!

2017 | |

API-responsive SEM drives Coway sales

Advertiser: Coway
Brand: Coway Air Purifiers
Creative Agency: -
Credits: -

The Challenge
For the last 10 years, Coway has been the leading air purifier brand. However, rising API levels have also resulted in more competition. The category grew by 9% -giving consumers plenty of choice. How can we make Coway stand out, and drive sales?

Insight, Strategy and the Idea
Air purifiers are a solution purchase – bought only when there’s haze. No haze, no need for an air purifier. Data showed promoting air purifiers without haze produces little to no results. But how can we predict where and when the haze will strike? Answer: By listening to consumers. We came up with a list of keywords that people typically search for during the haze. For relevancy, we added words describing possible symptoms or illnesses caused by the haze: cough, congestion, blurry vision and more. Diagnostics also showed a high correlation between API levels and volume of queries for these search terms.

Media Execution
sing SEM, we were now able to reach consumers who are (almost) ready to buy an air purifier. We created a campaign that would only run on days when API levels hit a certain mark. Zero wastage, maximum reach. API Air Quality Budget SOV Target 0-50 Good – - 51-79 Low moderate – - 80-100 High moderate Low 30-40% 100-149 Unhealthy Medium 40-55% 150-200 Very Unhealthy High 55-75% 200+ Extreme Air Pollution All-in 75-90%

Results and Effectiveness
We drove 3,353 clicks at an average 1.6 position with a 36% SOV delivery converting to 1,223 sales. We were active for only 37 days (that had Haze) in 2016, saving our client RM65,260/- Branded keywords drove a 13% CTR while Air pollution keywords carried 36% SOV Sales expanded by 6% expanding our lead to 36% market share

2017 | |

Battleship strategy wins the lead-gen battle for Coway

Advertiser: Coway
Brand: Coway Water Purifiers
Creative Agency: -
Credits: -

The Challenge
Coway is a direct-selling water purifier brand. They have over 3,500 agents nationwide who rely on leads through WOM, assignments and trade activities. But people people don’t like salespeople approaching them. We were challenged us to find a way to increase leads and ultimately sales.

Insight, Strategy and the Idea
Water purifiers aren’t top of mind. People are getting busier and busier. But, have you noticed how we are busier for other people, not for our mobile devices? Mobile has an 87% reach. They wake up and sleep . This observation led to our big idea: Make the sale before the sale. What if we could find out who is thinking of buying a new water purifier? Could we use technology lure customers ever-closer to our salespeople?

Media Execution
Existing technology allowed us to serve ads at any one location. But, salespeople move around alot. And with 1,000 of them, the tech couldn’t aim at so many moving targets. We had to ‘reimagine’ the solution as Battleship… a boardgame where players deduce the location of opposition’s battleships. This breakthrough thinking led to us collecting device ID’s, future schedules and study agents’ locations. Then, we served Virtual Pitches to smartphones within a 200m proximity of agents. Post pitch, customers could call our salespeople or walk over to our agent for a demonstration. We killed two birds with one solution… exponentially improved Coway’s lead-gen scale and fast-tracked the customer journey from awareness to sales.

Results and Effectiveness
We achieved 168k clicks with 1.84% CTR getting our agents 32,475 calls. Cost Per Lead (including activation, HR and advertising) went down significantly. We were able to accurately pinpoint surging demand in JB. More importantly, Coway closed the year with 40% growth in water purifier sales. So, we ask… why stop at lead-gen? When we say we play to win, we mean it… literally!

2017 | |

Digi-fying the Millennials through a strong social connection

Advertiser: Digi Telecommunications Sdn Bhd
Brand: Digi Prepaid
Creative Agency: -
Credits: -

The Challenge
Malaysia has one of the highest smartphone adoption rates globally with no less than 6 major operators fighting for market share. A young population that is increasingly mobile connected, actively streaming and looking for value, could only lead to one outcome – the Data Wars. Challenge: To launch Digi prepaid’s new value packs in this competitive segment via increased consumer awareness on higher data quotas for video and audio streaming.

Insight, Strategy and the Idea
Consumers are online everyday and most time spent goes on streaming music, video content and gaming. Wifi is the connection mode of choice in these data intensive activities. To grow the business we had to wean Malaysians away from wifi by giving them the same streaming experience using their mobile data. We had to trigger the use of passion points (music, entertainment and gaming) to create relevance for the “Keep on Streaming” proposition as part of the launch.

Media Execution
This campaign was brought to life via real-time data crunching and working closely with the creative agency and Google to understand what were the trending conversations and content during that season. Some of the tactics employed: – Leverage on trending keywords and topics across SEM and video – Creation of dynamic videos across the 3 passion points as well as culturally relevant moments – Contextual display and mobile buys for audiences consuming entertainment content – Targeting streaming apps and behavior to ensure our message had traction

Results and Effectiveness
Prepaid Data revenue in Q3 2016 increased by 6% QoQ – Online SIM sales for the Aug-Sep period increased by 85% compared to 2 months ago. Online reload increased by 4% – Brand health: Increase in 2 key category drivers for Digi: best value for money (+2%) and meets your individual needs (+3%). Digi prepaid brand insistors increased by 3% (Chinese +6% & Malay +4% subsegments)