2012
2012 | Gold | Best Use of Digital Search
Advertiser: Dutch Lady Milk Industries Bhd Brand: Friso Creative Agency: - Credits: -
Challenge
In a competitive market teeming with choices for growing-up-milk for kids, Friso had created its own niche by introducing the Friso ‘synbiotic agent’ (a combination of prebiotics + probiotics) in its offering, which boosted a child’s immune system. The challenge was to get into the consideration set of mothers.
Solution
Search is sometimes not about search, but understanding the psychology of our TA and tailoring solutions to address their concerns. We researched Malaysian kids to identify 4 categories of personas; Picky Eaters, Cry Babies, Rough Players and Explorers. We then matched these personas to a list of illnesses that they could be prone to. When kids were ill, mothers would search and Friso’s ‘immunity boost’ USP could be positioned as a long-term solution against illnesses.
Execution
On search engines when someone typed say ‘toddler diarrhea’, the searcher’s query was dynamically picked up and placed as the title of our ad, followed by a message that clearly drove home the benefit of the product ‘Strengthen your kid’s immune system and protect them from the inside!’. The dynamic element of our ads broke the clutter of results & paid advertisements. Being present during a crisis resonated positively with concerned mothers desperately seeking answers.
Results
The campaign garnered 225M+ impressions and 195K+ users visited the Friso homepage. The CTR for dynamically run text ads featuring common kids’ ailments as the title was 5.21% substantiating the interest it had generated. Friso’s ‘boost immunity’ message was firmly implanted and helped them gain 6% market share in 2011.
2012 | Silver | Best Use of Digital Search
Advertiser: BMW Malaysia Brand: MINI Creative Agency: - Credits: -
Challenge
In a year of budget cuts and low sales outlook, we need our Search Campaign to work as hard as possible. So, in addition to increasing site traffic and awareness, we further custom- designed our Search strategy to make it into a CRM-like tool.
Solution
All of MINI’s range of cars provides equal satisfaction. However, each product model stands boldly for a certain driver profile & personality. Our Search strategy cleverly identified who exactly these potential customers are, what models they are interested in, and why, by using keywords which led to clicks to individual models’ product pages. By studying individual product models, we were able to identify emotional triggers that suited the respective models.
Execution
Each product model keyword sets were mapped to individual product pages. E.g. adventure based keywords were reserved for the MINI Countryman because of its crossover characteristics. The Coupe owned keywords about style and fashion because of its chic-ness. We crafted ad copies that conversed with the audience rather than sounding too brochure- ware. This makes the product characteristics come through from real experiences. No other advertiser in Malaysia capitalized on Search ads this way before.
Results
Real sales! 1 in 10 MINI sold in 2011 can be traced directly to leads generated from this campaign, some costing as low as only 0.04 cents, to sell MINIs costing as high as a Quarter Million Ringgit ! Overall, MINI CRM leads in 2011 jumped up a staggering 20%.
2012 | Bronze | Best Use of Digital Search
Advertiser: Dutch Lady Brand: Dutch Lady Creative Agency: - Credits: -
Challenge
A competitor brand was stirring a storm by claiming that their milk products had lesser sugar, and other popular brands contained added sugar that was harmful for Malaysian kids. This caused an adverse panic reaction, with many parents believing the propaganda. It was important that this claim was addressed scientifically.
Solution
We de-constructed the claim via intensive research and came up with a 5-pronged strategy to counter the negativity & predisposition parents had formed about sugar in growing-up- milk. Our strategy involved use of engaging ad copies that 1. Highlighted Facts, 2. Dispelled Myths, 3. Educated Malaysian Consumers about sugar in milk, 4. Spoke of Standards and Certifications & 5. Demonstrated that Dutch Lady had Local Understanding to fulfill the nutrition requirements of Malaysian kids.
Execution
Our keyword strategy running in sync with the overall campaign strategy, targeted parents who searched for information related to added sugar in growing-up-milk and also covered keywords related to other mid & lower parts of the consumer decision funnel. Our witty ads led searchers to a specially designed Dutch Lady FAQ page called the ‘Goodness of Milk’ that countered the claim head-on and provided consumers a scientific explanation about the sugar in DL’s growing-up-milk products.
Results
Ads had 37M+ impressions and 68K+ people visited DL’s FAQ page. Ad CTRs reached as high as 9%. Dutch Lady won new fans and consumers gained valuable life-long insights into the benefits of the ‘right type of sugar’ in milk. Despite the negativity, Sales Value Increased 6% during this campaign.
2012 | Finalist | Best Use of Digital Search
Advertiser: Celcom Axiata Bhd Brand: Kolony Creative Agency: - Credits: -
Challenge
We were tasked to launch Kolony, a SMS-based social network platform in a crowded market. But to compete with other established social networks like Facebook and Twitter, we needed to engage and acquire users. How could we engage consumers when they were busy viewing worldwide content online?
Solution
Our insight: young adults, 18-30, place less trust in what they are “told” (advertising). They prefer “opinion leaders”(bloggers, celebrities). We chose to use search BOTH as an advertising platform and an editorial medium. We focused on search engine optimization (via payments for advertorial/content via online opinion leaders). We “seeded” key opinion leaders who would generate online content that appeared in organic search results, which consumers would “discover”. Paid ads complemented this content- driven approach.
Execution
We brought “Next Game” to life via a Facebook application where teenagers can submit their entries based on originality and self-defined rules. MILO seeded in its own sports, “FootDunk” and “360 PingPong” were shared and made viral by bloggers who inspired their followers to think creatively and trigger submissions. Other than standard digital media buys to drive site traffic, we deployed creative display ads to strengthen our “Next Game” proposition amongst teenagers.
Results
Reached over 3 million eyeballs online 18,400 Google search results and 500,000 blog views in 11 days Web traffic rose 228% Media ROI: 3.0 12 months: 3.8 million infected users, and spreading Call volume up 21%, SMS up 17%, minutes talked grew 63%. ARPU grew 12%
2012 | Finalist | Best Use of Digital Search
One Brand’s Weakness Is Another Brand’s Strength
Starcom MediaVest Group (A division of Vivaki Malaysia)
Advertiser: Samsung Malaysia Electronics Sdn Bhd Brand: Samsung Mobile Creative Agency: - Credits: -
Challenge
Samsung wanted to be positioned as the #1 Android smartphone in the market, along with being a purchase consideration when the new iPhone launches. In 2011, Samsung launched 4 different smartphones. Besides positioning Samsung as the #1 Android smartphone, our task was to differentiate Samsung in various smartphone segments.
Solution
Before the launch of Galaxy S2, Google Trends showed a spike in searches on the device – people were curious about the phone. Also, the imperfect iPhone design (poor battery performance and reception, fragile screen, etc.) made users search online for new smartphone considerations. This gave us the opportunity to leverage on SEM to capture potential customers for the Samsung Galaxy S2.
Execution
The SEM campaign was designed based on the key insight of people searching for smartphones as well as users researching on iPhone’s flaws and cons. To manage internal clash amongst Samsung models, we segregated the search ads based on screen size and price range. This allowed us to craft our search ads accordingly and to point out purchase considerations that Samsung smartphones are far more superior over iPhones and other android rivals.
Results
We implemented Sitelinks on ad copies where all four models were displayed – resulted a high CTR of 8% (low CPC US$0.11). Models were differentiated with pricing and screen sizes in ad copy. Samsung’s aggressive campaign placed Galaxy S2 ads among the top three for iPhone 4s searches.
