Malaysian Media Awards Winners Showcase

The Challenge
#Hotlink’s ‘Always On’ position, driven from our free basic internet product feature, allows you to stay connected all the time, even when you run out of data quota! But with everyone else shouting their own version of an always on internet message – how can we then outdo our competition, break through the clutter and reinforce our position as the true always on internet player?

The Solution – Insight & Idea
Sometimes the most basic human behavior becomes the most powerful insight. When online, consumers are MOST frustrated when they see an error 404 page on their mobile internet browser. 404 pages signify a downtime, or an ‘off’ moment in their online surfing experience. What better way to then communicate our ‘always on’ internet position, by hijacking these error browser pages and communicate to consumers that with #hotlink you can enjoy internet without downtime. “Never an off-moment with #Hotlink, only an always on moment”.

The Execution
In order to execute this First in Malaysia innovation of taking over 404 pages we created a new ad unit which would build intrigue and also lead consumers into an action. We worked with a local ad network company to identify how to access 404 pages. And for the first time, branded ads were showed on 404 error pages. Hotlink took over the 404 pages and replaced it with exciting visuals and messages.

The Results
The click through rates are astonishingly high at 2% vs Industry Benchmark of 0.12% Became the #1 most preferred mobile internet prepaid player, +7 points from Q2 – Q4 2014.