Malaysian Media Awards Winners Showcase





2018 | |

If Only A Banner Could Talk, Can It?

Advertiser: Tune Group
Brand: Tune Group
Creative Agency: -
Credits: -

The Challenges
The most complex and tough to comprehend thing on this planet undoubtedly is a telco plan. With everyone who wants a prepaid connection already having one, TuneTalk a puny late entrant with its own set of complex prepaid plans bullied by the big boys, set out to acquire switchers.

Insight, Strategy and the Idea
Stepping into the minds of Switchers, we discovered their plight. They were struggling to understand the nuances of complex telco plans, desperately seeking clarity. Their questions of “Is 10GB data enough?” , “What data plan is best for streaming?” were not being addressed by the plans on offer. The big boys often attempted to converse and clarify on social media, but in vain. TuneTalk set out to handhold Switchers in navigating the intricacies of the overwhelming telco plan. TuneTalk chose to answer their questions – Introducing the world’s first answering banner that ingested questions and needs, then recommended the best TuneTalk plan.

Media Execution
The answering banner was powered by chatbot. As consumers expressed their needs, usage and expected pricepoint, the chatbot trained previously against various permutations and combinations of consumer’s needs and questions, would tailor a unique TuneTalk plan for them. Embedding the chatbot onto display banners – yet another first move in the telco category in the country, we set out to fish for subscribers. Our targeting tactics on media included network targeting and re-engaging with device ID pools that had interacted with TuneTalk ads before. As the campaign progressed, fueled by conversations, the banner bot learned and got better at tailoring plans and having natural conversations.

Results and Effectiveness
With just 1/10th the category spend, TuneTalk had a 18% surge in Switchers – compared to Q3. In a span of 3 weeks, sales had grown by 27% & upped the ARPU to RM42. With 3,000 conversations, TuneTalk became the most engaging telco brand.