2012
2012 | Finalist | Best Use of Digital Search
Advertiser: Telekom Malaysia Berhad Brand: Unifi Creative Agency: - Credits: -
Challenge
UniFi, TM’s high speed broadband service wanted to drive awareness to high-speed broadband seekers. TM wanted maximum ‘bang for the buck’ and were looking for a strategy that minimized wastage. The challenge was to increase engagement and attract prospective subscribers via online subscriptions and foot-fall to TM Point outlets.
Solution
Custom research indicated that weekday lunches were occasions where broadband conversations were highest, as colleagues shared experiences about download-speeds, streaming movies and video chats. We clearly saw the impact of these conversations reflect in a surge of broadband queries post-lunch. We also discovered that queries tended to focus on mid-funnel decision issues like speed, bandwidth which was the biggest USP of ‘UniFi’. This was the perfect mood, context and occasion to target bandwidth impaired consumers.
Execution
We re-allocated 65% of the overall budget to time blocks after 2pm in an attempt to maximize exposure for our ads and induce higher click- throughs. While consumers were in a post-lunch / post-conversation optimal responsive state especially between 2-4pm – broadband consumer searches surged by a whopping 91% and click- throughs increased by 12% compared to the rest of the day. Ongoing optimization based on this insight, set the tone for further mood-context performance optimization.
Results
After post-lunch ad scheduling implementation, overall CTR for the campaign rose from 3.19% to 5.57%, a whopping (74%) improvement. Dollar-to- Dollar, overall clicks increased by 43%. Overall cost to reach a single consumer dropped by 31%. UniFi subscriptions grew 83% due to this efficient mood, context & occasion based consumer targeting.
2012 | Finalist | Best Use of Digital Search
Advertiser: Unilever (Malaysia) Holdings Sdn Bhd Brand: Axe Creative Agency: - Credits: -
Challenge
AXE, a deodorant that promises to “give guys an edge in the mating game”, needs a digital search strategy to target young men who spend most of their time online. Since guys don’t typically search for “fragrance” or “deos”, how do we use Search to create AXE’s brand territory online?
Solution
Malaysian men are introverts when it comes to dating, rarely discussing women and relationships. Instead, they spend lots of time on dating/relationship and video sites to meet women, because they feel less intimidated to interact with them online. Keyword categories related to dating are also amongst the highest in Malaysia, generating almost 8 million monthly searches. Fusing together these insights, we formulated a strategy to capture young men when they “pursue” women online.
Execution
Firstly, we expanded the brand territory to tap into male interest areas mainly around the topic of ‘women’; for e.g. ‘dating tips’ and ‘pick-up lines’. Then, we implemented a complete Search strategy which included contextual targeting, display & mobile search. This enabled us to capture our target audience during the highest moments of relevance, whether they were searching or reading relevant content; be it on their PCs or mobile devices. We hijacked their “man space”!
Results
•50 million ad impressions generated; indicative of successful brand territory mapping.
•CTR% 15 times higher than industry norms; reflecting high relevance of keyword categories & effective contextual targeting.
•Mobile search alone recorded a CTR% of almost 15% and an all-time low CPC of just RM0.09!
2012 | Finalist | Best Use of Digital Search
Advertiser: Tune Hotels Regional Services Sdn Bhd Brand: Tune Hotels Creative Agency: - Credits: -
Challenge
Tune Hotels wanted to generate bookings for its latest property in Thailand. By nature of being a ‘budget hotel’, the brand would simply drown as Thailand has loads of accommodation choices at competitive, and if not, even better room rates. It’s a tough market to penetrate. Creating visibility is crucial.
Solution
Search was identified as the best medium to address the challenge considering 61% of travelers regard search engines as the go-to source and 79% of travelers find search engines extremely useful for planning (Source: Google). Competitors were on search, harping on promotional prices. Going along this route would not create a differentiator and would simply confuse the audience more. We created keyword groups based on audience personas and desire.
Execution
This allowed a distinguished targeting method by utilizing real-time website data, social monitoring and user’s search query input to effectively match user intent with messaging propositions. With this, we could target shoppers, party-goers, solo-travelers, couples and more, according to their holiday activity need. This powerful method allowed us to fit in the audience’s state of mind without sounding much like the competition. Even better, we could optimize media spending levels cost-effectively to maintain a healthy ROI.
Results
We raised the brand’s share-of-voice to a huge 83% with less than RM6,000 spent. Such visibility generated an average of 25 bookings a day! And to prove our methodology, we hit a click-thru-rate 0f above 7% (exceeding industry benchmarks), indicating tremendous relevance to our target audience.
