2010

Challenge
The travel category in the search sphere is one of the most active as more consumers turn online to research, compare and purchase travel solutions. In this complex cross borders environment, Malaysia Airlines (MAS) was not at ‘top of page’ 
and top of mind.

Solution
Recognising the increasing importance of search in gaining market share, we embarked on one of the most comprehensive Search strategies ever undertaken in the sector, covering 25 markets and 10 languages and all managed centrally from Malaysia. We launched three simultaneous strategies. Firstly, to connect with in-market consumers actively searching for ‘travel’. Secondly, we tracked consumer interactions with search words straight through to conversions. Thirdly, we managed MAS image and reputation by including brand search.

Execution
We conceived a robust campaign structure where relevant ads highlighting fares and products for destination and origin cities were assigned to each keyword group.
The final set up included over 1,000,000 keywords and 50,000 ad copies. We adopted an intuitive web based Search Engine Marketing (SEM) software designed exclusively for managing, measuring and optimizing all forms of search traffic. More importantly, we tracked and optimised keywords direct to MAS’s bottom line profits.

Results
Ticket sales sold through global search engine origins alone increased by 450%. Visitor website volume improved through creative copy optimization. The campaign beat its closest competitor to win Gold at the Asia Pacific Digital Media Awards 2009.

Challenge
Upon launching its first long haul flight to London, AirAsia X needed to bring the 2 countries closer to each other. Search was challenged to be the key media in creating long-term awareness and fill seats from both destinations. With the global financial crisis, ‘travel’ seems far from people’s minds.
Solution
Insights showed that despite the economic downturn, people still needed to unwind, and by acknowledging Malaysia as a gateway for the rest of Asia, our communication platform was built. 
These circumstances pointed us to identify keyword groups beyond branded ones that worked towards using the poor economical situation to the brand’s advantage. Creating ads that inspire, and analyzing the competition and seasonality periods to ensure ads stood out and remained highly relevant.
Execution
Combining branded keywords with Asian destinations and having presence when users searched for AirAsia’s competitors proved instrumental in garnering leads. Clicks were filtered through three layers to ensure qualified traffic. We aimed for value positions that brought the best ROI by having outstanding copy and an evaluation process of quality score for every keyword. More than 130 ad variations were deployed and daily tested to cater to seasonality factors such as Easter and other public holidays.
Result
For every US$1 spend, AirAsia X received US$165 in revenue. The results went beyond expectations as we tabulated the numbers from Google and DoubleClick which reported 15,699% return-on-investment! 
In less than 5 months the campaign received 113,201 qualified clicks. Over 9 million impressions and the highest recorded CTR of 19.13%.

Challenge
2009 Visa spends 130% of MasterCard, with intension to dominate share of wallet during high spending period i.e Mega Sale. Visa has been known to deploy ambush tactic during this period. The challenge was to help MasterCard to defend against competition, break-the-clutter & create buzz during Mega Sale.

Solution
Credit card – “first-out-of-wallet” is the most important driver of spending. MasterCard dominance the last mile through various OOH points within key shopping district in Klang Valley. SHOPPING BAG IS THE BEST REMINDER FOR “FIRST-OUT-WALLET”. We trigger the pleasure of shopping over-flowing via creating giant shopping bags icon that filled with goodies and placed at the busiest shopping district in town.

Execution
MasterCard giant shopping bags icons were placed at strategic high traffic and busiest corner of Pavilion and Lot 10. The icons became an instant shopping landmark at the heart of the Golden Triangle, throughout the Mega Sale period.

Results
In the year of recession with high competition from VISA and a budget cut of 50%, MasterCard still managed to record an amazing growth of 2%, compared to MMSC 2008.

Background
Though Nippon Paint is already the #1 paint brand in Malaysia, it lagged behind its competitors when it comes to brand preference amongst the Chinese. It also works against Nippon Paint as its Chinese name literally reads “JAPANESE PAINT” which faced resistance by the older generation of Chinese.

Solution
Working with Nanyang and Astro AEC, we penetrated into New Villages, with schools as our focal point to engage with the Chinese. NP sponsored the entire make-over for schools of each Village, creating a brand new environment for the Village children and effectively became a NP “billboard”. Further engaging the children, we created a customized colouring contest featuring our endearing icon; the Blobbies, where they could win paint to make-over their own homes too!

Execution
In a carnival-like atmosphere, we turned the re-painting of the school into an entire Village affair. Parents did their part in the re-painting ‘gotong-royong’ whilst children enjoyed themselves mingling with the beloved Nippon Paint icons, the Blobbies and a colouring contest. These heartwarming stories were re-told in the press and supported by a series of TV documenting 50 years of New Village in Malaysia. We did this not just with one but eight Villages nationwide!

Results
Entire campaign across 8 Villages plus on-air and press coverage cost only RM 80,000 with ROI 3x. The TV documentary on the history and stories behind each New Village reached out to 196,000 weekly viewers. Brand preference for NP amongst Chinese improved 17% points YOY.