Malaysian Media Awards Winners Showcase

2018 | |

0% Buffering. 500% Winning

Advertiser: Celcom Axiata Berhad
Brand: Celcom
Creative Agency: -
Credits: -

The Challenges
Data has become the key revenue driver for telco category. However, majority of Xpax users are either light data users or non-data plan subscribers. To grow business, we had to look out for existing consumers who have yet to subscribe to Xpax internet plan and get them to subscribe.

Insight, Strategy and the Idea
Commonly, Display banners drive consumers to a landing page to find out more and sign up or through in app deeplinking. These approaches may take at least 10 seconds for the page to load, enough to discourage many potential subscribers from pursuing. For this campaign, we went back to the traditional way of subscribing with a trendy way of executing it: via Click to USSD (Unstructured Supplementary Service Data) or commonly known as *118# for Xpax. No internet connectivity required and ZER0 buffering.

Media Execution
We mapped the Xpax customer base through different layers: (i) low data usage (ii) connected via wifi and (iii) interest based and made offers to them riding on always-on connection with Xpax internet. For example, a music streaming product messaging would be displayed within a music app or relateable content. A click to our display banner does not land them to load a website or app but the dialer screen of *118# to subscribe to an internet plan to stay connected. This also worked as an offline subscription model on the go when they need to be connected – with just one click!

Results and Effectiveness
The overall campaign peformance and business result achieved great outcomes; 1. Media delivered 5X Revenue over Investment! 2. The campaign improved number of subscriptions by 19% vs. past 6 months 3. Improved internet plan subsription revenue by average 10% per month vs. past 6 months 4. Average CTR for Xpax subscribers to click to subscribe at 3.2% — outperforming industrial mobile display benchmark by index 213