Advertiser: MAYBANK GROUP Brand: Maybank Cards Creative Agency: - Credits: -
Maybank was losing its relevance with the millennials. It was seen as a distant brand as they believed Maybank did not resonate with their passion points. The Maybank Manchester United Card was an unutilized asset.
Insight, Strategy and the Idea
Football is the biggest passion for Malaysians. Manchester United (MANU) was the most followed team with 3.6MN+ followers. However, match timings and poor team performance hindered live viewing on TV. Fans stayed up to date via other mediums. Moreover, 95% MANU followers had never experienced a game live at Old Trafford, so the agency suggested Maybank to revive its MANU card with the following offerings: • Exclusive Live Experience of MANU matches in hospitality box • Meet & greet with MANU stars & exclusive signed jerseys. • Self-portrait drawing with MANU first team at Old Trafford & feature in an exclusive video with the MANU stars. The incentives were big but media had to amplify this effectively. STRATEGY: Media agency suggested a “4-Dimensional Sponsorship Ambush” of Manchester United. The idea was to have precise sponsorship on multiple mediums instead of paying 10Xs higher cost for TV sponsorship.
1st Dimension: Sponsorship of two top portals for On the Go followers! o Sponsorship of BPL updates on ESPN.com o Sponsorship of MANU section on Goal.com 2nd Dimension: NEWSPAPER for Mass Reach- Sponsorship of ManU Updates on “The Star” 3rd Dimension- MAGAIZNE for detail lovers: Sponsorship of Soccer+ MANU content in Four-Four Two magazine, the most popular Soccer magazine. 4th Dimension: RADIO-for early risers- We picked up the morning sponsorship of BPL update (LITE & MY FM), this was target to people that missed the match night before.
Results and Effectiveness
1. 7,301,338 MN Malaysians reached within limited budget, incl. 57% millennials
2. 18,328 new card acquisitions.
3. Revenue on card grew by 80% 4. 54,700 clicks within just two months 5. 6,646 social media engagements Campaign performed way better than the team did!