Archives
2017 | Finalist | Campaign that Drive Commerce
Advertiser: MALAYSIA AIRLINES Brand: MALAYSIA AIRLINES Creative Agency: - Credits: -
The Challenge
MalaysiaAirline’s road to recovery was fraught with both internal & external challenges.. The company underwent Restructuing & leadership changes with budget & route cuts; also faced aggressive competition. LCCs pushed their ‘low fares’ & HybridAirlines’ highlighted ‘Full Service @ LCC pricing’. We were tasked to drive sales & protect SOM.
Insight, Strategy and the Idea
Despite being besiged on all fronts MalaysiaAirlines still boasted of unrivalled destinations with industry best flight frequency. Our strategy hinged on driving last mile conversion & ensuring business profitability by increasing passenger load across routes. We analysed flight occupancy data across routes in next 90 days. Destinations with more than 40% unsold inventory & higher value were prioritised. For these routes, we increased the bid cap by 50% compared to other ad groups, ensuring top spot on Google Search Engine for brand and destination keywords.
Media Execution
Agency deployed three-pronged strategy capturing potential consumer’s intent. We started with Always On Search strategy with 100% SOV on Brand + Destination keywords; coupled with Geo-Targeting of Federal Territory which contributed to 60% of traffic, thus plugging spillage to competitors. With Real time conversion based fluid bidding strategy, we hijacked competitor keywords and redirected potential travelers to MalaysiaAirlines, while maintaining 60-40 split between competitor & travel agents to cover all bases. Finally we deployed Recency & Frequency Modelling to optimise campaign driving higher ROI. We served different messages based on a). Recency- Dropping out at the payment page. b). Number of times a person (cookie) searched for a particular destination within 30 days. This helped in understanding the intent better with customized display ads & re-targeting them on search ads.
Results and Effectiveness
A unique search approach yielded strong results with 30% Campaign ROI increase YOY. Effective competitor targeting drove 91% new website visits increasing online conversion from 7% to 9% & additional 11% reduction in CPA in Q1.
2017 | Gold | Campaign that Drive Commerce
Advertiser: Maxis Communications Brand: Maxis Creative Agency: - Credits: -
The Challenge
The usual way of asking for donations doesn’t work anymore. With rising charity scam reports, Malaysians are more cautious when donating. Hence last CNY when Maxis partnered with EpicHomes, a nonprofit that builds homes for rural families, we needed to find a way that would inspire donations.
Insight, Strategy and the Idea
We realised: 1.”Home” is a core value for CNY So traditions like home decorating and reunion dinner happens at home. A ‘building homes for underprivileged’ campaign would drive a message that hits the right chord. 2.CNY one of the biggest online shopping season With +3million shoppers browsing for clothes and decorations, eCommerce sites are high traffic platforms to target these captive audience. Capitalising on shoppers’ mindset, we decided to turn Malaysia’s top 5 eCommerce platforms into new medium for awareness, participation and volunteer recruitment. We transformed these online SHOPPING platforms into online GIVING platforms and created ‘Maxis Kongsi Home Project’.
Media Execution
Instead of soliciting donations, we ‘SOLD’ donations as raw house building materials like wood panels and water taps. Strategically PLACED ALONGSIDE normal merchandises as NATIVE PLACEMENTS, shoppers were sure to see our ‘ads’ on these adfree platforms. Donations can be BOUGHT through a simple ‘Add to Cart’. To promote ‘purchases’, we created a series of cheeky FengShui themed videos. Each video promoted a building material and gave shoppers auspicious reasons to ‘purchase’. Traffic was then directed to eCommerce sites to complete the transaction. Ads and postings on Maxis and partners’ social platforms drove awareness to 24.61million fans (combined profiles). The final push, retargeting banners to those who’ve interacted to drive second chance conversions.
Results and Effectiveness
An astounding 15,751 donations ‘sold’, that’s RM126,008 to build 3 homes for 3 families! Donations 6x more than previous Maxis CSR project. Campaign garnered +52.3million impressions and reached 31.67million online profiles (combined networks). RM1.93million earned media value. Maxis ‘Caring Brand’ scores +7% and ‘Good Workplace’ +8%.
2017 | Silver | Campaign that Drive Commerce
Advertiser: Telekom Malaysia Berhad Brand: TM Creative Agency: - Credits: -
The Challenge
MMU assigned us the task of generating college admissions strictly through a digital campaign. Stakes were high as the challenge was not only to drive leads but convert into actual admissions at a time when MMU was dipping in the consideration set of students and parents.
Insight, Strategy and the Idea
The parents and students ecosystem actively spend time on the internet (average of 5 hours daily) researching universities at the onset of admissions. Criteria for selection is based on 4 key factors: Employability, Environment, Faculty and Global recognition. The perception for each factor is different between parents and students. For eg: What a student will look for in an “Environment” will be 24 hrs WiFi, extra curricular activities whereas parents would prioritise security and better hospitality . We used these perceived values and insights to create multiple permutations and combinations of behavioral traits to deliver interactive messages through a comprehensive DCO programme.
Media Execution
Data was the hero. We collated a wealth of data from our DMP as well 3 party sources to create combinations of student-parent behavioral traits. This way the probability theory was set for execution – Student + Interest + Environment (WiFi/Internet Connectivity). For Eg: When the student identified as an audience is searching for “Best Smartphone”, we leveraged the interest with a contextual message highlighting the WiFi capability of MMU. Similarly, 100s of combinations were made to deliver real time structured messages to expose the reasons for choosing MMU for both parents and students.
Results and Effectiveness
The probability theory garnered 1914 admissions from 3674 leads (51% conversion) . Interestingly, more than 50% of actual admissions were converted through a digital campaign alone. This was record breaking not just in the history of MMU but also in the history of all college intakes where direct campaign intakes account for less than 20%.
2018 | Gold | Campaign that Drive Commerce
Advertiser: Mudah.my Sdn Bhd Brand: Mudah.my Creative Agency: - Credits: -
The Challenges
For 9 years Mudah had been the largest online marketplace in Malaysia. With the influx of hordes of shiny, social features enabled look-alikes (such as Carousell, Shopee etc) ,Mudah started losing the Millennial segment and retained only the mature males. To restore leadership, we had to win back the love of the millennials.
Insight, Strategy and the Idea
• Millennials engaged 3X more with listings of smaller personal items such as electronics & hobbies than our trump cards of cars. Why? • They are far from transactional when it comes to personal items. When they purchase a personal item they build an intimate relationship with it, precisely why they hold stories of their good buys close to their heart. They get so attached to these good buys over time that when the sentimental moment of parting is near, they hope that their good buy will be safe and warm in someone else’s ownership. We set out to comfort and assure Millennials that we would stand by them in their difficult and emotional journey of bidding goodbye to their goodbuys on Mudah. Introducing Goodbye Goodbuy.
Media Execution
Sparking conversations on good buys : We crafted a video of an emotional break-up story of a robot toy and a teenage boy. Using 8 influencers, we seeded it online prior to Raya when buying & selling are at its peak, igniting chatter. Bidding Goodbyes : Video viewers were directed to a microsite to write break-up letters to their good buys.They could choose from 50 templates, which would be turned into actual seller listings on Mudah. We further prompted audiences to explore the listings through display ads.
Results and Effectiveness
With 600K breakup letters, the campaign drove a 70% surge in seller listings,exceeding the listings target by 6 times! Brand buzz shot up by 85% and our affinity scores amongst Millennials improved by 55%.
2018 | Silver | Campaign that Drive Commerce
Advertiser: Mudah.my Sdn Bhd Brand: Mudah.my Creative Agency: - Credits: -
The Challenges
Mudah.my is Malaysia’s largest online marketplace, however, it is often perceived to be just a second hand marketplace, which is something the Chinese tend to avoid during CNY. What the brand was up against was not just a perception but a cultural taboo. How do we then build affinity with the Chinese during this festive period?
Insight, Strategy and the Idea
Immersing ourselves into Chinese culture, we discovered that CNY was obviously the season for buying. However CNY was also the time for cleansing – a time to sweep out bad luck and usher in prosperity So was born the radical idea – in the season of buying, focus on selling. It was certain that if we can get the Chinese to sell on Mudah, buying would be their next natural move. So, when every brand across every category screamed to the Chinese to ‘buy’ – Mudah stood out by choosing to encourage the Chinese ‘to sell’. Introducing, ‘HoEeKi’ (literally Let It Go)
Media Execution
#1 Kindling conversations We turned HoEeKi into a movement, delivered through a funny video with catchy music, reminding people to let go of their old items. Tasking media to deliver maximum frequency, we conquered the web via Google, Facebook & Programmatic buys. We also worked with RojakLah & TanTan building shareable articles. #2 Nudge Selling Contextually, we conquered all product categories that the Chinese were likely to buy through an extensive performance campaign, and urged them to sell. So when people searched for cheongsam, we told them to sell their old one that they no longer fit into and make way for prosperity.
Results and Effectiveness
People HoEeKi-ed : • Mudah witnessed a 213% increase in ‘value for money’ evaluation • Listings surged by 7% (Vs the average 1.7%) • 10% gain in Chinese visitors & • 40% increase in intent to use Mudah • The HoEeKi video amassed 5Mn views
