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The Challenges
UMobile launched the GilerUnlimited plans to address consumer needs for unlimited data at an affordable price but was up against the big 3 telcos who dominate the category with their deep pockets. UMobile needed to cut deep and win subs from other telcos in a market where growth rates is almost stagnant.

Insight, Strategy and the Idea
Digital is the driving force of telecom research where customers narrow options to find the best deals that fit their needs. Our competitors have high brand recall and consumers research an average of three brands prior to purchase. It is vital to be a considered in this research journey. We asked ourselves: How do they research? How do we get there before the competition? Search is the ideal platform to capture intent, but we cannot rely on people searching for UMobile alone. Thus, the idea of “hijacking” search results came about as it allows us to leverage on competitor’s greater search volume to our advantage.

Media Execution
We crafted a 2 prong strategy with a creative twist to convert customer intent and sway their consideration towards UMobile at the last minute. First, we defended all queries related to UMobile so that we are constantly present when people search for us. We then bought into competitor’s brand and product names to leverage on their greater search volume. We crafted creative search copies that will capture consumer’s attention when searching for our competitor. For example, when searching for “Yoodo” or “Digi”, a user will see “Yoodon’t need free 20GB” or “DiGiler Unlimited Postpaid” respectively.

Results and Effectiveness
UMobile’s average search position was 1.5, appearing either at the top or second position across brand and competitor searches. For the first time in Search history, searches for UMobile overtook competitors. GX50 became UMobile’s most successful product todate. As of February 2019 make up 33% of total subscribers.

The Challenges
Marketing objective: Make McDonald’s the goto place for WorldCup viewing. As a WorldCup official restaurant, McDonald’s faced challenges: Main competitors with big screens eg: 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 home 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 WorldCup search micromoments. Match messaging to intent, driving 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
Dynamic Search Ads allowed us to be present during these micromoments; instantaneously matching relevant message with intent. 5,760 dynamic copies were deployed for the 64 games X 90 copy combinations. Eg: 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 dinein o Argentina match – 9pm Sat | WorldCup fever at McDonald’s

Results and Effectiveness
Fans resonated with McDonald’s: Search: 33% impression share and 6.1% CTR; excellent numbers considering the stiff competition. Gained new eyeballs for McDelivery (97% of clicks from new prospects.) June sales: +22.02% versus June 2017 June 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
Malaysians love their cars. However, purchase decision of Malaysians is now more cumbersome to understand than ever. With over 25+ digital footprints in their consumer journey and 3 months over pondering time, how do we encourage people to opt for BMW test drive?

Insight, Strategy and the Idea
By analyzing last year’s search behavior and trends, we deduced that consumers average purchase journey last for around 3 months where they have at least 20+ digital touchpoints and almost 70% of the touch points including searches on Google. We decided to tackle this convoluted consumer journey by incorporating economics behavioral modelling into our search campaigns. A multi branched economics decision tree was created to cater consumer at each behavioral phase e.g Need, Search, Alternative, Evaluation, Final Decision.

Media Execution
We identified 32,300+ search queries containing 5 Million+ search query volume and bucketed them into each behavioral phase. This including 30% of competitor keywords like Mercedes, Volkswagen, Volvo etc. This was essential to move users from competitor’s “alternative” phase to BMW’s “Evaluation” phase. Harnessing the power of Google machine learnings, a full throttle Maximize Conversion campaign was launched. Attribution window was set to max 90 days for view through conversions.

Results and Effectiveness
Overall campaign generated 5M+ impressions resulting into 800,000+ clicks. More importantly, we received 7K over confirmed test drive leads submissions with CPA of only 110RM. Our attribution settings helped us further understanding the role of search in detail and enhancing purchased themed bucket further.

The Challenges
Talking about insurance is cluttered, thus being relevant, simplified and agile is your only way out. Merging live events (live stages & lifestyle) data with your performance strategy can unleash its true potential for higher interest in the relevant type of insurance produtcs

Insight, Strategy and the Idea
Based on the insight that people only react when sh!t hits the fan i.e 87% of the people only look for insurance when they are in the middle of a crisis/tradegy, we created a Smart Query Bot that scrapes real time medical/life containing searches from all over the web. Putting automation at the forefront of our strategy, we created Smart Query Bot integrable with search Engines.

Media Execution
Combining these 200K+ real time intent queries, we devised a comprehensive search strategy to target insurance ads against auto collected searches. E.g anyone reading about “critical illness”, tool picks up query, buckets into auto scrappersheet and being added to search. 5000+ contextual queries were scrapped and bucketed into tight themes. Using dynamic keyword insertion we then incorporated automated and yet tightly themed ads for relevant keywords bucket.

Results and Effectiveness
“Inquiries for Life and Medical Insurance grew by 50% resulting into 1200+ overall lead submission on Website. Sales grew by 30%. Campaign saw an ROAS of 12X. Automation also helps agency spending 70% less time on doing manual labour.”