Malaysian Media Awards Winners Showcase

2019 | |

Data gives wings to the Malaysia Airlines customer experience

Advertiser: Malaysia Airlines
Brand: Malaysia Airlines
Creative Agency: -
Credits: -

The Challenges
Amidst more aggressive price competition in the airline category, how do we continue to drive sales and Return On Marketing Investment (ROMI) for MalaysiaAirlines?

Insight, Strategy and the Idea
First, maximise synergies in offline/online spends and offline/online sales to identify the most optimum ratio maximising demand. Next, drive value per transaction by analyzing the customer’s journey through ancillary pages (e.g. accommodation, transportation, and travel insurance) to identify segments willing to spend. This meant integrating our existing data pool of 5 types of slow and fast datasets load factor by routes, realtime consumer behaviour data on the online booking site, lookalike modelling of our frequent flyer database, audience segments being prospected by our programmatic display partners and flight fare prices from GoogleFlightSearch – with:
1. Online and offline (travel agent) sales report vs. online/offline media spends
2. Pixel extension across the full purchase journey, including ancillary pages

Media Execution
Optimising total spends ratio: Analysing historical campaign data allowed us to identify correlation between online/offline spends and online/offline sales (e.g. seniors exposed to our promotion online triggers them to purchase via travel agents; on the flipside, the Millennial’s curiosity from seeing a digital OOH ad translates to a Google search). Thus, for an improved Total ROI, we optimized towards a 60:40 online:offline spend ratio (vs. 80:20 previously). Beyond Google/YouTube custom audiences (using search behaviour for ancillary services) and dynamic creative optimization delivering realtime, customized messaging, we further predicted buyer behavior by creating segmented lookalikes based on customers ancillary preferences, as exhibited by their behaviour on our booking site.

Results and Effectiveness
The new automated, adaptive approach countered price competition:
• Load Factor increased to 78% (vs. 76% in 2017), flying approx. 273,000 additional passengers
• Driving sales of ancillaries: 110% uplift, to RM80mil (vs. only RM38mil in 2017) Without increasing media budgets, ROMI for 2018 jumped from 7.5 to 20.5. Source: Client data