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The Challenges
Customer happiness is key to Maxis. To show their appreciation, Maxis aims to provide amazing deals to subscribers. But when every other advertiser is doing the same, how do we ensure our deals become highly sought after? How do we ensure people cannot wait to click to download our deals? And with a budget of only RM8,000?

Insight, Strategy and the Idea
We built our campaign on the basis of today’s social phenomenon – #FOMO (Fear Of Missing Out – ‘apprehension that others might be having rewarding experiences from which one is absent’):- 1.The deals type everyone would be most #FOMO about are travel deals 2.Youtube’s bumper format plays for only 6 seconds before it disappears – hence we offered subscribers deals that once missed, you will never see it again Maxis #FOMO Bumper Flash Deal Partnering with AirAsia, we created the ultimate #FOMO deal “Fly More with MyMaxis Deals: Get Extra 20% off all AirAsia Flights”; of which users CAN ONLY ACCESS via Youtube’s 6 seconds bumper ads!

Media Execution
Targeting only Maxis subscribers, and basically playing ‘Catch me if you can’ with them, we did the following: 1)Frequency cap of 1x per user per day Reinforcing that if you miss this chance, you’ll never get it again. 2)Time targeting, focusing on peak hours From Google’s data on peak YouTube consumption hours, we focused efforts during: 8am – 10am: breakfast hours/travelling to work 10pm – 12am: in-bed browsing 3)Temporary ‘heads-up’ postings on Maxis’s facebook Which appeared every time we pushed the flash deal bumpers out. But were taken down after 1 hour. We even drove them crazy by inserting a 6 seconds countdown timer on the ads!

Results and Effectiveness
With only RM 8,000 within an exclusive 3 days’ campaign period, we achieved:- 1.7,125 deals downloaded (RM1.12 Cost Per Lead versus travel average of RM20!) 2.A happy partner – AirAsia is renewing the partnership with Maxis 3.Improved YoY brand imagery “Rewarding to subcribers” +2

The Challenges
Customer happiness is key to Maxis. To show their appreciation, Maxis aims to provide amazing deals to subscribers. But when every other advertiser is doing the same, how do we ensure our deals become highly sought after? How do we ensure people cannot wait to click to download our deals? And with a budget of only RM8,000?

Insight, Strategy and the Idea
We built our campaign on the basis of today’s social phenomenon – #FOMO (Fear Of Missing Out – ‘apprehension that others might be having rewarding experiences from which one is absent’):- 1.The deals type everyone would be most #FOMO about are travel deals 2.Youtube’s bumper format plays for only 6 seconds before it disappears – hence we offered subscribers deals that once missed, you will never see it again Maxis #FOMO Bumper Flash Deal Partnering with AirAsia, we created the ultimate #FOMO deal “Fly More with MyMaxis Deals: Get Extra 20% off all AirAsia Flights”; of which users CAN ONLY ACCESS via Youtube’s 6 seconds bumper ads!

Media Execution
Targeting only Maxis subscribers, and basically playing ‘Catch me if you can’ with them, we did the following: 1)Frequency cap of 1x per user per day Reinforcing that if you miss this chance, you’ll never get it again. 2)Time targeting, focusing on peak hours From Google’s data on peak YouTube consumption hours, we focused efforts during: 8am – 10am: breakfast hours/travelling to work 10pm – 12am: in-bed browsing 3)Temporary ‘heads-up’ postings on Maxis’s facebook Which appeared every time we pushed the flash deal bumpers out. But were taken down after 1 hour. We even drove them crazy by inserting a 6 seconds countdown timer on the ads!

Results and Effectiveness
With only RM 8,000 within an exclusive 3 days’ campaign period, we achieved:- 1.7,125 deals downloaded (RM1.12 Cost Per Lead versus travel average of RM20!) 2.A happy partner – AirAsia is renewing the partnership with Maxis 3.Improved YoY brand imagery “Rewarding to subcribers” +2

The Challenges
Automotive experienced a slow-down in 2017, fueling intense competition amongst players. Not only is Volkswagen challenged with being over-shadowed by Japanese brands, VW is also second-choice as a continental brand and struggles with lower dealership presence.

Insight, Strategy and the Idea
VW needed an innovative idea that out-smart our competition. Three key insights drove our approach: – Our audience are urban savvy online shoppers whose 19 out of 24 touchpoints in their auto journey are done online. – Automotive sales typically peak during festives, year-end and beginning of the year. So, why not out-smart and sell big when our competition least expects it? – Malaysians love shopping online, with e-commerce growth at 25% YoY. The idea? Hijack largest e-commerce sale day – 12th December; and be the first to sell cars on Lazada!

Media Execution
E-commerce is highly influenced by word-of-mouth; hence we focused on social media to build a data-led campaign to build awareness and anticipation leading up to sale-day. We developed a 3-prong (A-A-A) approach: – Audience Relevance: We leveraged on VW’s existing CRM data and targeted past 5 years VW drivers to upsell; created lookalike audiences from VW drivers’ database to better prospect, re-engaged past VW campaign engagers; and targeted competitor brands’ lovers to convert. – Anticipation Buzz: Insights confirmed that buzz starts a week prior to 12.12 sale day. We generated awareness with count-down ads to trigger anticipation of VW’s impending sale online. – Agility in Execution: Budgets were scaled to maximize leading up to sale day; and efficient use of audience insights allowed for capitalization across Facebook’s network – Facebook, Instagram, AudienceNetwork.

Results and Effectiveness
100% conversion achieved, with 12 limited-edition Beetles sold in less than 20 minutes! An all-time fastest conversion record for Volkswagen. A first amongst automotive brands in APAC! Reached 846,000 of our audiences, at an extremely cost per reach of RM0.01

The Challenges
Astro-Go-Shops’ e-commerce revenue remained stagnant over several months despite increasing investments and testing different channels. In a such a scenario the client tasked us to not only achieve the monthly target of MYR 7.5 million but also drive 10% incremental sales Month-on-Month.

Insight, Strategy and the Idea
Upon evaluating Google Analytics data, we discovered three key insights, the agency designed campaign corresponding to each insight. (1) Stagnant monthly revenue despite increase in site traffic indicated that reach for core audience had hit a ceiling-point. We needed to broaden the audience base. (2) Low conversions because communication was thematic in nature, meant lesser focus on bottom funnel. Solution was a concentrated product/incentive push. (3) Higher spends resulting in lower revenue in certain months (and vice-versa) indicated lack of media budget optimization in channel allocation and needed to refined further.

Media Execution
We deployed a three pronged campaign to action our learning. Each of the insights led to an improved audience, communication, and media strategy respectively. (1) PROSPECTING: We searched for new segments that shared similar values or behaviours as the core audience to expand Go Shop’s customer base and increase chances of conversions. we deployed budgets to drive prospecting to increase consumer base. (2) RETARGETING: Once we identified new users or their product preference and considerations, Products and promotions were strategically pushed to consumers using custom audience channels and selective targeting filters and remarketed again to drive higher conversion. (3) OPTIMIZATION: Constant monitoring of the media mix and increasing/decreasing budgets in individual channel/platforms allowed us to find the most optimal media investment, resulting in reduced wastage of exposure and savings.

Results and Effectiveness
The agency successfully delivered on the business KPIs by recruiting 19,389 new consumers. Monthly revenues increased to MYR8.2 & 9.3 million in November & December, surpassing MYR7.5million monthly target. Strategic budget allocation helped increase ROI by 33%.