Advertiser: Maxis Communications Brand: Maxis Creative Agency: - Credits: -
TMUnifi comes to mind when Malaysians think of Home Internet. In this category dominated by the behemoth, TMUnifi, and with an Awareness score that’s 4x smaller, MaxisHomeInternetFibre needed to increase awareness and consideration.
Insight, Strategy and the Idea
Home Internet purchase is commonly made after moving in. However, by then, most would instantly think of TMUnifi. We realised the only way to increase Maxis’ TOM was to get ahead of the game, that’s BEFORE they move into their new home. 83% of property hunters begin researching for a home at least 6 months prior to purchase. And today, most would do their searches via online property portals. That’s 8.3million pageviews on average monthly! Designed to intercept the property hunting process, we analyzed and mapped identifying moments through the property hunting process to deliver custom messages, aimed to get property hunters to ‘Log-in before they Move in’ with MaxisHomeInternetFibre!
Partnering with iProperty.com, Malaysia’s No.1 property portal, we combined first and second-party data to target property hunters across platforms (desktop, mobile, app) in three fundamental phases. 1.We created a CoverageMatch list by matching MaxisHomeInternetFibre coverage against all iProperty listings locations. Clickable MaxisHomeInternetFibre icon on listing pages indicate coverage to 90% of total 400,000 listings, creating awareness and directing interest to site. To enhance accuracy, CoverageMatch is refreshed every 3 months. 2.Cross-platform custom banners and on property alert EDMs retargeted users with refined area of interest, reinforcing specific area coverage as they browse listings or check emails. 3.Finally, location-targeted mobile ads reminded property hunters in area of interest of MaxisHomeInternetFibre’s commitment to reliable, expert Internet set-up with Maxperts (service installers).
Results and Effectiveness
+7.5million impressions delivered mass awareness across iProperty platforms. MaxisHomeInternetFibre portal +35% in ’50% scroll rate’, indicating quality traffic generation. An impressive 1.75% lead conversions (previous campaign 0.43%). MaxisHomeInternetFibre ‘Awareness’ scores +111% and ‘Brand Preference’ +157%, reducing the gap with TMunifi by almost half!