Advertiser: Maxis Brand: Maxis Creative Agency: - Credits: -
Maxis Roaming faced a stiff challenge – convert silent roamers into active roamers. The clutter in the travel advertising space thronged by multiple product categories including telcos, and the long travel planning period made it almost impossible to deliver the right message at the right time to the right audience.
Insight, Strategy and the Idea
Staying connected is one of the key things on the minds of travelers. However, due to low awareness of roaming plans, they use wifi or use local SIMs, amounting in a revenue loss. While advertising educates people, the messages fail to reach them at the moment when it matters the most. Media Agency recommended a media strategy, to dynamically create and serve relevant messages for travelers, at the most relevant moments. ‘Zero Moment of Travel’ [ZMOT] campaign was designed through multi-variate data analysis., serving unique dynamically created messages in tune with each traveler’s planning cycle stage and needs.
Using ZMOT engine, we analyzed multiple digital behavioural cues, to map travel planning moment cycles, guiding the 500+ dynamically optimized creatives using Google Studio, deployed real time programmatically across screens. GSP tracked inboxes for flight tickets with a countdown messaging strategy leading up to travel date. Airport location targeted mobile ads reminded the consumers again before boarding flights. Once at their destinations, we retargeted silent roamers by matching Maxis customers on Facebook who were logging from a foreign land with wi-fi, one final time. Thus by hypertargeting moments we delivered the right message to the right audience at ZMOT.
Results and Effectiveness
The campaign received a stupendous response, with GSP CTR of 11.1%, 370% higher than industry benchmarks. Optimizing creatives dynamically led to 10% growth in CTR day on day. Maxis Roaming portal saw a 31% hike in ’50% scroll rate’ indicating quality traffic generation. Activations increased by 27.3% over previous quarter.