2014

The Challenge
HyppTV had acquired the rights for BPL content, but Astro had always maintained its position as the sole provider of content when it came to BPL football matches. The challenge was to shift the audiences from Astro to considering HyppTV as a better alternative for sports content.

The Solution – Insight & Idea
Insight BPL season coincides with peak monsoon season in Malaysia and year after year football fans face the frustration of disrupted broadcasts of their favorite football content on Astro owing to heavy rains. These fans have no choice but to continue following the LIVE matches with a muted experience on their computer/laptop, tablet and mobile whenever there was an Astro rain outage. This presented an opportunity to capture and convert frustration into HyppTV subscribers. Strategy Media Agency proposed a strategy to target ‘rain frustrated’ football fans, with the message of how HyppTV Sports Pack now had BPL content LIVE and it was rainproof. We decided to target the touchpoints where frustrated fans would immediately turn to when a live match was disrupted due to rain. Idea We decided to drill the proposition of ‘rainproof’ football content via HyppTV Sports Pack in the minds of frustrated football fans when it mattered the most. The impact would be highest when the fans had to look for live match information they could no longer get on Astro.

The Execution
The intelligent performance marketing engine identified four audience segments based on digital behavior of football fans. A] ANALYSERS who visited football news websites for a detailed read on their favorite matches. B] LOYALISTS who were interested only in their favorite team and relied on fan group websites for their dose of football C] GURUS who frequented forums to exchange and influence opinions about the latest in football D] TIDBITS who wanted to stay updated with the topline information and depended on Football Mobile Apps for a quick fix. A programmatic campaign was launched targeting these segments across their preferred digital platforms, using contextual RTB to enhance efficiencies. Audience cloning was performed to leverage on ‘look a like’ audiences. Time targeted with BPL match schedules, banners were deployed to capture the ‘frustration due to rain’ which saw an automatic spike in traffic. This helped reinforce the ‘rain proof proposition’ at a time when it mattered most creating desire for Hypp TV. Using remarketing, exclusive online subscription offers were promoted to drive subscriptions and capture intent.

The Results
The campaign generated a reach of 5.3 Million unique audiences. Using this one of a kind ‘frustration’ targeting, we achieved an astounding CTR that was 4x higher than benchmark of the RTB display formats used. Total subscription sales skyrocketed by 937%. The campaign successfully shook up ASTRO’s status quo and had Malaysian BPL Fans converting to HyppTV as their source of entertainment.

The Challenge
Samsung launched its flagship mobile phone “Galaxy S4” as consumers’ Life Companion, and tapped into the prevalent Korean drama (K-drama) craze with a bespoke 8 episodes web-series called “Wind Chimes in a Bakery”. We were tasked with ensuring success by promoting the series to gain audience following, engagement and sharing.

The Solution – Insight & Idea
[YouTube - hardly a pre-heated oven]: We found that K-drama wasn’t YouTube’s strong suit because of low-res uploads, lack of partnerships and slower updates on the latest dramas. However, our audiences turn to YouTube because it has almost all types of content they are looking for – from news to entertainment to DIY (YouTube has 79% of online population visiting daily, 1,000,000,000+ videos watched monthly). [The Opportunity]: A locally baked K-drama now available for the K- drama fans on YouTube. [Optimization]: Our K-drama audience, pre-dominantly younger urban females, believe a balanced diet is a cookie in each hand. They want amazing content and they want to find it while they satisfy their daily need for feeds. To keep interest alive throughout the episodes, we had to ensure two things: [1] reach new viewers; [2] bring back those that had viewed previous episodes. [Consumer experience - baking is a labour of love]: We understand that the most successful media buys are those that drive loyalty on brand’s owned channels, organic views, AND shares, comments plus likes. All of these don’t come from just the media buy itself, rather from a meaningful experience.

The Execution
Ad clusters were created using different combinations of content- genres. We optimized deliveries on a run time basis towards content- genres that were performing best towards the objectives. We targeted females, aged 20-35, interested in Arts & Entertainment with performing arts, celebrities, movies, music and entertainment news as sub-filters. Apart from reaching new viewers, 30% of our budget was set for remarketing. With remarketing, we directed viewers who had seen previous episodes back to Samsung YouTube channel, keeping them engaged at a lower cost per view. A “Wind Chimes in a Bakery” eco- system was created for the audience on Samsung’s YouTube channel using a carousel roll for videos that progressively reveal new episodes weekly. This experience was replicated on mobile, making it seamless across devices of consumption. We took over the YouTube homepage to drive engagement for each episode as a consumer experience support. Images and captions were optimized, and we only kept best performing ones to ensure a high click through rate.

The Results
Wind Chimes took the cake as highest-viewed branded content on YouTube Malaysia with 4,350,000 views (average 544,000 per episode). There were 4,700+ shares, 1686 comments and 4900+ likes while organic views represented a whopping 14.5% of total views (benchmark 5%). Masthead buys scored 19.75% interaction rate (2x industry’s benchmark). This resulted in phenomenal growth for Samsung YouTube channel across subscriptions (186%), daily visitation (576%), time spent (60%) and daily page views (947%).

The Challenge
In a year of action and adventure films- Malaysians’ most loved movie genres; Warner Bros released TheConjuring, a horror flick. There were approximately 15 movies being released in the same month. The challenge was to raise awareness and target the fans of horror movies that also enjoy other genres.

The Solution – Insight & Idea
Our insights tell us that horror movie fans typically loves the challenge of being frightened, the more frightening a movie trailer is the more excited they are about catching the movie. 67% of them check out movie trailers before deciding on which movies to watch. They also actively search for scary video content online and share this with their friends. In fact, they search for it more than regular cinema lovers do (index 114) and they frequent YouTube 1.2 times more. These findings directed us to strategize our movie marketing approach on YouTube (the #1 Video portal in the country) with 1 key goal in mind – to give these horror movie fans such a fright that they won’t stop talking about the movie!

The Execution
We tied TheConjuring movie trailer to an audience who would search and consume the available 23,800,000 ghost related videos and 2,500,000 paranormal videos on YouTube. We scoured over 400 minutes of ghost and supernatural sighting videos untapped by any advertisers. We then identified the most viewed and shared videos to strategically place our trailers on. Because these content were not highly bid for, we were able to cost efficiently buy more than twice the impression versus an average industry campaign. To tease and excite our audience, the campaign started with the trailer showing moviegoers’ frightened reactions to TheConjuring in US. When social buzz picked up the trailers online, we further created a following on YouTube by seeding 4 more versions. Going further, we planned the sequence of trailers and strategically targeted the videos during ‘ghost’ hours; midnight and early morning. We ran the scariest versions at midnight, to give those exposed to the videos their greatest fright, knowing this would create a social ripple effect and generate buzz and anticipation of the movie release.

The Results
Doubled box office gross numbers (US$ 1.5million in just 2 weeks); 4X higher than another horror movie out that time. High search volumes made it the only movie to get into Google Malaysia’s 2013 Top 10 Search Keywords. Our unique targeting methods were able to achieve a cost per view of only $0.06 (60% lower than industry) and gain 89% impression share. TheConjuring search volumes increased by 2,550% on YouTube and 4,350% on Google.