Malaysian Media Awards Winners Showcase





2015 | |

3D targeting wins the Indonesian Immigrants

Advertiser: PETRONAS Group
Brand: Dewan Filharmonik Petronas
Creative Agency: Zenith Media Sdn Bhd
Credits: -

The Challenge
CELCOM FRENZ targets “Indonesian immigrants” a sizeable 2.5 MN people but the audience sees it as a distant brand. We had to create awareness with a targeted approach to avoid spillover.

The Solution – Insight & Idea
Conventional sources such as Nielsen etc. could not get us any info on the segment; we decided to conduct a study for this segment, and discovered some actionable insights: CATEGORY INSIGHT 1. Information on arrival point plays pivotal role in deciding their telco,Digi had strong presence on- ground presence on the arrival gateways especially the Jetties. MEDIA INSIGHTS A.Staggering 88% had smartphone access. B.75% of smartphone users had data plans as staying connected to community was most important. C.85% of smartphone users like to watch specific Indonesian content on FB, YouTube etc. STRATEGY Connecting the dots – we decided to skew our focus on three dimensional Mobile targeting approach skewed to attract the Indonesians. The 3-D mobile targeting model also solved our long serving issues of excessive spill over of the message to audience of other Celcom brands.

The Execution
#1st D Custom Audience Data Crawling technique: With the help of this technique we were able to place our customised banners on Indonesian content popular amongst the Indonesian immigrants on relevant mobile platforms such as Display, Facebook, and in app. #2nd D Geo Rail: We targeted all smartphone users on these jetties, hub of Indonesian travellers, with contextual ads to communicate with the travellers and became the first telco to be exposed to on arrival to Malaysia. #3rd D InApp takeover: our research identified a distinct app. behaviour immigrants, we skewed our focus on targeted apps with multiple animated advertising options.

The Results
Reached 1.7 MN Indonesians with Mobile alone. Exceptional CTR of 3.2% (14Xs higher than industry). Audience crawling and in-app takeover delivered 0.83% (3Xs higher than average)