Malaysian Media Awards Winners Showcase





2016 | |

Breaking News Breaks Out of the Ad Box

Advertiser: Astro
Brand: Awani
Creative Agency: -
Credits: -

The Challenge
In an era of instant gratification, consumers constantly seek the most current news. Responding to this need, news resources are multiplying by the minute. In this fragmented and evolving context, how can Astro Awani – a digitally nascent news brand – attract new users and become the ‘go-to destination’ for online news in Malaysia?
In an era of instant gratification, consumers constantly seek the most current news. Responding to this need, news resources are multiplying by the minute. In this fragmented and evolving context, how can Astro Awani – a digitally nascent news brand – attract new users and become the ‘go-to destination’ for online news in Malaysia?

Insight, Strategy and the Idea
Our consumer understanding suggested that they first turn to Google and other favourite mobile news apps to look for current news. This active consumer trait demanded a strategy based on ADAPTIVE planning to make the consumer notice Astro Awani as the source of news they seek. Hence, we devised a strategy of bringing news to consumers that disrupts the current active behaviour of consumers looking for news.

Media Execution
We executed this strategy by crawling the web with listening tools everyday in order to observe patterns or platforms in news conversations, layering it with search volume data. Within one hour, we pushed the BREAKING NEWS items as advertisements in the same news platforms. Whether it was the latest news on 1MDB, MH370, GST or the privatisation of MAS, consumers were receiving important news stories in near real-time through ads. Clicks were directed to the relevant article page on Astro Awani’s site. Through remarketing, we connected with dropped out visitors urging them to revisit, while returning users were enticed to download Astro Awani’s app. On-page user behaviour was tracked using heat mapping tools, helping us to make informed decisions on paid and owned media.

Results and Effectiveness
•72% increase in new users
•Readers spend more time on the website, with an average session duration increase of 3.74%
•Readers consumed more pages per session, with page per session increasing by 8.2%
•Paid traffic reported 2.6 times higher time on the site and 2 times more pages per session in comparison to direct traffic (GA)