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The Challenges
With the entrant of TIME’s 500Mbps Fibre Home Internet, all fibre providers were pressured to step up their game, resulting in noisy environment. How does Maxis ensure Interest and Consideration when competitors are increasingly active with promotions?

Insight, Strategy and the Idea
Delving into users’ broadband usage behaviour, we realised that the time users would most consider switching home internet provider will be when they experience bad video streaming. In this case, most likely on Youtube (96% of Malaysian online users watch Youtube). That frustration often leads to angry Youtube users, Googling furiously on how to improve their internet connection. Understanding this journey between Youtube and Google search, we creatively used Google’s Search Query Audience to: 1)Identify Unhappy internet users who were on Google searching using keywords related to ‘improving home internet’ Instead doing the expected by targeting them via Google search, we 2)Retargeted them with Youtube pre-roll (reaching them when bad internet experience is at its most frustrating!)

Media Execution
Identifying Unhappy Internet users There are approximately 500,000 Malaysian monthly searches for fibre and broadband related keywords. We categorized them by: 1)Keywords related to bad internet connection eg – ‘TM customer service’ & ‘Unifi slow internet’ 2)Keywords indicating consideration for home internet eg – ‘Best broadband package’ & ‘best home internet plans’ 3)Generic home internet keywords eg – ‘Malaysia home fibre’ We then optimised on Youtube between the 3 clusters towards the best lead conversion rate. Obviously the cluster with ‘bad internet connection’ keywords performed best! Driving Maxis consideration, we highlighted 2 key messages in our Home Fibre pre-roll: 1)Speed – Most important when users stream videos 2)Coverage – to assure of Maxis’s coverage everywhere in Malaysia

Results and Effectiveness
Awareness Delivered 3.3million impressions to users searching for bad internet solutions Performance 55% View-through rate, 5.5x higher vs pre-roll 10% benchmark Interest Maxis keyword searches spiked by at least 25% points! Lead form submission 172% higher vs Maxis’s usual average

The Challenges
Each year Malaysia produces half a million mummies, to whom eager pregnancy milk brands want to sell. Hungry for information, mums` search online often gets flooded by brands and their various sales pitches and promises, making it difficult for them to know reality from myth. How can Anmum go beyond just a promise, truly connect with mums, and effectively recruit them?

Insight, Strategy and the Idea
Mums, don’t want to be told to by brands. They want to be guided. Hence, don’t just tell them, COACH them. And who do mums trust for advice? Other ‘mums like me’. Enter Connected Mums Club (CMC): Anmum’s community of mums helping mums, connecting each other to advice from doctors, midwives and nutritionists, and lessons from their own personal experiences, and gets it right by being in-touch with mums’ needs at every step of their journey.

Media Execution
We recruited pregnant mums by contextually ID-ing them based on their pregnancy-related interests on Search, Programmatic and Social networks, and invited them to an incentivized sign-up opportunity. Upon signing-up, mums were welcomed by CMC’s Careline Advisor, to know further each mum’s needs, expectations, concerns and preferences, which catalyses CMC’s sophisticated CRM journey of coaching mums through a series of timely and hyper-personalized messages, from welcome EDMs, to relevant expert opinions and other mums’ thoughts. Up to 118 different engagement touchpoints come alive at various stages of each mum’s pregnancy journey all signalled by data collection mechanisms: what she informs, interacts with and takes up on and off-site. Lastly, mums are encouraged to share to other mums what she herself has learned and experienced, and in turn, is given ‘badges’, redeemable for product discounts, re-energizing the cycle.

Results and Effectiveness
+47% Total mums recruited, +231% online members. +152% Pregnancy segment. 50% members engaged and 2.39 minutes spent on-site via mobile. +200% Average interaction per user. Doubled product sample requests.

The Challenges
Audi has lost brand appeal and preference amongst premium car drivers. Raya seasons is a key sales period for automotive; and Audi needed to regain brand relevance and drive sales.

Insight, Strategy and the Idea
Category battlefield is on newspaper; given Audi’s limited budget, we shifted focus to digital to win by delivering personalized marketing at scale to our premium audience. Why? Our premium audience decision-making journey on cars start online, with 19 out of the 24 channels they interact with are digital. The strategy was not to win on highest SOV but through highest Relevance SOV (RSOV). How? By harnessing the power of technology and artificial intelligence for predictive targeting and smart real-time dynamic advertising creatives.

Media Execution
First, we harnessed real-time audience behavioral data and identified 3 segments (i) Auto Explorers – those who’s need are just triggered (ii) Auto Intenders – those in active researching phase and (iii) Auto Deciders – those who has narrowed their choices. To be hyper relevant, we further created close to 30 sub-segments from various parameters like gender, car make interested in, audience’s life stage, lifestyle, key USPs, and many more. Next, we matched ad messaging and formats to their purchase journey ensuring that every moment is captured; retargeted and test drive enquiry closed. Both video and display formats were deployed to guide our audience across the journey from triggering interest to closing the deal. Over 100 creatives were generated in real-time! Power of artificial intelligence supports us in working with massive real-time data and enable delivering the right creatives and advertising formats to the right 30 audience segments and remarketing against them on the fly.

Results and Effectiveness
Campaign delivered huge ROI, versus 3 months prior:
• +197% in brochure download
• +44% in dealer locater
• +81% in test drives Audi further enjoyed savings of RM30,000 in production cost with dynamic creative solution.

The Challenges
PizzaHut, a well-known brand amongst Malaysians, however category expansion was eroding PizzaHut online sales ROI. Higher competitive bids for similar search keyword was making it difficult to drive efficient clicks and orders. We needed a strategic solution to make SEM work harder on orders and cost.

Insight, Strategy and the Idea
GA and sales data gave us insights into the fact that controlling CPC would not yield results in longer run. We thus developed a customized channel level interim KPI approach and standardised the final KPI to transactions. This was the backbone of our optimization strategy as below: 1. Moving from ‘clicks’ to ‘orders’: Optimize spends on eCPO 2. Narrow down keywords based on transactions and not volume across ‘Brand’, ‘QSR’ and ‘F&B’ categories 3. Add relevant search extensions for consumers’ ease 4. Constant keyword harvesting to drive efficiency

Media Execution
To get more orders, we created segments of users like “Clickers”, “Drop Offs” and “purchased”. This helped us create right audience pools to serve different offerings to convert. We found that brand and Pizza categories were driving efficient orders, while wider F&B and generic categories were not. We therefore pulled out spends from wider category. Keyword harvesting helped isolate keywords (like convenience meal, menu etc) which had higher volume, but high CPC and low orders. We added specific keywords like Rain, Haze, weather which could trigger food delivery. Some search extensions like ‘download app’, ‘deals’ ‘store near me’ were included for easy reference to consumers. We also narrowed down our time targeting to 10AM-10PM in tandem with Pizza delivery timing to reduce spends leakage.

Results and Effectiveness
1. Average annual eCPO was 46% lower than Jan’17.
2. Search delivered over 90,000 additional transactions
3. Monthly Online orders up by 300% in Jun-Dec Vs Jan’17
4. High online sales growth of 27% in 2017 compared to 2016