Malaysian Media Awards Winners Showcase

Challenge
UniFi, TM’s high speed broadband service wanted to drive awareness to high-speed broadband seekers. TM wanted maximum ‘bang for the buck’ and were looking for a strategy that minimized wastage. The challenge was to increase engagement and attract prospective subscribers via online subscriptions and foot-fall to TM Point outlets.

Solution
Custom research indicated that weekday lunches were occasions where broadband conversations were highest, as colleagues shared experiences about download-speeds, streaming movies and video chats. We clearly saw the impact of these conversations reflect in a surge of broadband queries post-lunch. We also discovered that queries tended to focus on mid-funnel decision issues like speed, bandwidth which was the biggest USP of ‘UniFi’. This was the perfect mood, context and occasion to target bandwidth impaired consumers.

Execution
We re-allocated 65% of the overall budget to time blocks after 2pm in an attempt to maximize exposure for our ads and induce higher click- throughs. While consumers were in a post-lunch / post-conversation optimal responsive state especially between 2-4pm – broadband consumer searches surged by a whopping 91% and click- throughs increased by 12% compared to the rest of the day. Ongoing optimization based on this insight, set the tone for further mood-context performance optimization.

Results
After post-lunch ad scheduling implementation, overall CTR for the campaign rose from 3.19% to 5.57%, a whopping (74%) improvement. Dollar-to- Dollar, overall clicks increased by 43%. Overall cost to reach a single consumer dropped by 31%. UniFi subscriptions grew 83% due to this efficient mood, context & occasion based consumer targeting.