Malaysian Media Awards Winners Showcase

2017 | |

Bringing 440,000 Indonesians home every week, 1530 km away

Advertiser: Maxis Communications
Brand: Hotlink
Creative Agency: -
Credits: -

The Challenge
Indonesians make up a huge majority of Hotlink’s migrant base. Targeting them efficiently, in the right context that felt legitimately Indonesian, had always posed a great challenge, especially on an extremely tight migrant budget.

Insight, Strategy and the Idea
Migrant Indonesian workers typically work from Mondays to Saturdays, from before sun-up to after sun-down. At the end of an ardous week, they look forward to checking in with their families and get updated with news from home, commonly every Saturday nights. We decided to communicate with them in an environment that felt familiar, that felt like home and that spoke EXCLUSIVELY to them. And in an environment that gave them the status and dignity that is often deprived of migrant workers. Through the sponsorhip of Titip-titipSalam (Indonesian for Sending Regards) segment, a uniquely Indonesian interactive radio show on BernamaRadio, Hotlink was able to bring them home, every week for 6 long months.

Media Execution
Every Saturday night, we were able to zero-in into that weekly, precious moment when they communicated with families and friends back home. Against the backdrop of their favourite Indonesian songs plus news of their motherland, we were able to engage them – whether through live call-in conversations with their favourite DJs about their experiences playing PokemonGo or simply chatting with SitiLiza, a popular Indonesian singer, during an exclusive interview. Promos and credit mentions in Indonesian dialect ran every weekend, reminded them of the latest Hotlink promotions related to Indonesia. Coupled with its Online Radio and Facebook postings, we leveraged on Titip-titipSalam to give Indonesians all over Malaysia a little piece of happiness, a little piece of home.

Results and Effectiveness
Campaign reached 440,000 Indonesian migrants weekly (source: BernamaRadio listenership survey). An impactful 3.74ROI with media budget of just RM84,000. Hotlink ‘Brand Preference’ scores increased a monumental +13%, gaining shares from competitors DigiPrepaid (-18%) and Xpax (-63%).