Malaysian Media Awards Winners Showcase

2011 | |

MAS Search Programme

Advertiser: Performics
Brand: Malaysia Airlines
Creative Agency: Starcom Mediavest Group
Credits: Ang Ker Loon (Digital Manager), Justin Alanzo De Souza (Digital Planner), Hari Shankar (Director, Asia Pacific, Performics)

MAS is facing stiff competition from national carriers, Online Travel agents as well as Low Cost Carriers airlines. The key task: to use the ‘right’ media to expose value propositions to the right audience using the right mix of parameters to derive the best bang for the buck from media.

Through analyzing demographics-psychographics perspective and linking them them with ‘traditional’ media definitions, consumer ‘Search’ segments using Search behavior analysis tools were identified – brand loyalists, brand-favorable, brand-marginal and deal-hunters type. Consumer purchase journey was exhaustively charted; keywords were identified and classified according to segments/purchase journey; multiple messaging types developed to ‘engage’ with the segments/journey. Search marketing programs were developed: • quick-conversion of ‘brand-favourable types’ • engaging with ‘brand-agnostic’ (mass market) types to “trigger” brand search

We deployed this across 20 global markets and tracked using advanced Bid management & web analytics tools. Combined market campaign setup of 3 million+ keywords, 25,000+ advertising copies were cookie-tagged. We created an audience psychographics based multiple messaging / value propositions; multiple factors were considered while designing/optimizing the program. BENCHTOOLS™ proprietary competitive benchmarking tool for SEM and SEO, was used to understand the market coverage & health scenario.

Global SEM performance for 2010: – Goal achievement: 25 times the spends returned as revenues; despite tough competition – Generated 3 digit ‘million’ Malaysian Ringgits revenue and contributed to 12% of the overall revenue generated through online ticket booking at the site (continues to generate revenue via online)