Malaysian Media Awards Winners Showcase

<iframe width=”853″ height=”480″ src=”//www.youtube.com/embed/u62A8iUdtW0″ frameborder=”0″ allowfullscreen></iframe>

Challenge
The property industry was booming! Banks started to do aggressive marketing on iProperty.com.my – Malaysia’s leading property portal. Competitors fought hard to stand out and advertising cost increased dramatically. We needed a strategy to break through the clutter without breaking our wallet.

Solution
Two insights led to the solution. Research showed that 70% of users trusted website content compared to banner advertising which stood at only 33%. Purchasing a home involved extensive research before consumers can decide on the type of mortgage to take up. Our solution was to take ownership and re-brand the search box which was the most used focal point in the entire site. We built content instead of advertising visuals.

Execution
This search box sponsorship is the first of its kind. Customised tabs captured the interest of users. These tabs provided value-added content which empowered our audience with the knowledge and tips when purchasing a property. In return, they voluntarily provided their contact details.

Results
15,633 individuals submitted their contact details to CIMB Bank via iProperty.com.my! This media investment of RM500,000 contributed to over RM300,000,000 returns per annum in property financing! We also won the SOV fight with an exclusive, yet non-intrusive, brand presence on the Homepage.