2015

The Challenge
Strong brand love for Coca-Cola has not translated to consumption. With “Stimulation Away-From-Home” being one of the largest consumption occasions, we needed to leverage this occasion to grow volumes.

The Solution – Insight & Idea
With youths spending most of the time outside of home, they would be the primary target. For them, life is almost the same everyday – routine. Short breaks are often regarded as an escapism from the monotony, and Coca- Cola’s opportunity was to give youths a spark to uplift and regain momentum to continue the day. Break time = phone time. Being highly elusive, we needed a smart way to reach out to them on mobile. As music is youths’ biggest passion point, radio listenership and DJ following is high. As DJs are often regarded as celebrities, we would use them to get traction. Hence the idea – marrying mobile with famous radio DJs to get youths to pause and refresh with Coke.

The Execution
Even though the media buy was deceptively just a mobile banner, we infused it with a “phone call”. The banner hijacked the entire mobile screen, serving the message for youths to receive phone calls from the DJs. The system mirrored each mobile operating system and the ad layout imitated the actual phone call interface. Pre-recorded DJ voice- clips were played when youths “answered” the call, with messages urging them to Chup! and refresh with Coca-Cola. The call ends with a map of Coca-Cola stores nearest to the receiver and directing them to the selected outlet.

The Results
The program achieved a mobile engagement rate of 3.57%, a 2.9X increase since it first started, continuously gaining traction as the campaign unfolded. The campaign was truly a success! Average monthly volume increased +11% during campaign period vs last month while “Brand Consumed Past 4 Weeks” increased +7points, and “Weekly+” drinkers increased +4points.

The Challenge
CELCOM FRENZ targets “Indonesian immigrants” a sizeable 2.5 MN people but the audience sees it as a distant brand. We had to create awareness with a targeted approach to avoid spillover.

The Solution – Insight & Idea
Conventional sources such as Nielsen etc. could not get us any info on the segment; we decided to conduct a study for this segment, and discovered some actionable insights: CATEGORY INSIGHT 1. Information on arrival point plays pivotal role in deciding their telco,Digi had strong presence on- ground presence on the arrival gateways especially the Jetties. MEDIA INSIGHTS A.Staggering 88% had smartphone access. B.75% of smartphone users had data plans as staying connected to community was most important. C.85% of smartphone users like to watch specific Indonesian content on FB, YouTube etc. STRATEGY Connecting the dots – we decided to skew our focus on three dimensional Mobile targeting approach skewed to attract the Indonesians. The 3-D mobile targeting model also solved our long serving issues of excessive spill over of the message to audience of other Celcom brands.

The Execution
#1st D Custom Audience Data Crawling technique: With the help of this technique we were able to place our customised banners on Indonesian content popular amongst the Indonesian immigrants on relevant mobile platforms such as Display, Facebook, and in app. #2nd D Geo Rail: We targeted all smartphone users on these jetties, hub of Indonesian travellers, with contextual ads to communicate with the travellers and became the first telco to be exposed to on arrival to Malaysia. #3rd D InApp takeover: our research identified a distinct app. behaviour immigrants, we skewed our focus on targeted apps with multiple animated advertising options.

The Results
Reached 1.7 MN Indonesians with Mobile alone. Exceptional CTR of 3.2% (14Xs higher than industry). Audience crawling and in-app takeover delivered 0.83% (3Xs higher than average)

The Challenge
Malaysian Philharmonic Orchestra (MPO) had launched a new calendar of performances to broaden its appeal beyond classical music enthusiasts. Could we demonstrate the diverse MPO offerings to PMEBs?

The Solution – Insight & Idea
INSIGHT: Research showed millennial PMEBs constantly seek new experiences, and get bored easily. We also knew that PMEBs go online for business news, and are focused go getters. They were critical to MPO because they could afford concert tickets.
STRATEGY: We decided to create a bespoke platform suitable for PMEBs to sample MPO’s new multi- genre content. This platform had to be easy to find, as they scanned pages impatiently for news.
THE IDEA: We devised the first ever Digital JukeBox on the Edge homepage.

The Execution
PLACEMENT: We partnered www.theedgemarkets.com to create the 1st ever interactive rich media Jukebox. This enabled users to sample MPO music as they browsed news. Placed smack in the centre of the homepage, where eye-tracking studies show users focus attention first, the jukebox was unmissable to even the speediest of scanning readers. The unique playlist featured different variation of orchestra music, conveying the variety of musical performances available via MPO. Carefully selected appropriate visual elements matched each different piece of music, thus deepening engagement. Music played while users surfed multiple pages of the site, thus enhancing their site experience.
LINK TO SALES: MPO Jukebox linked visitors to the orchestra’s online ticket booking service, thus translating musical interest into business results.

The Results
We reached 1,138,792 eyeballs and achieved well over the benchmark with 0.23% Click-Through-Rate and 34.9% Interaction Rate. Most importantly, 6 out of 9 concerts were sold out in the following month. MPO’s Jukebox was music to millennial ears!

The Challenge
Local ecommerce scene struggles with two issues. Trust and Visibility. Many of online merchants are too small to spend on big advertising campaigns. Our client, MDeC, was tasked to help Malaysia’s over 4,500 homegrown online retailers increase their sales and raise the country’s domestic ecommerce revenue. We needed to find a way to convince online shoppers to buy from our local sites.

The Solution – Insight & Idea
Shoppers fear missing a good deal. They spend an average of 32 minutes researching and checking for bargains before purchase. We must move them away and expose them to many new local ecommerce sites. We created our own version of Cyber Monday but on a much grander scale. In fact, it was EPIC! Imagine 4,500 online retailers converging in one single platform to give away hard to resist deals. Malaysia’s very own #MyCyberSale was born. We developed innovative ideas with a complete Digital Radio solution and mobile partnership to create interest and increase transactions.

The Execution
We created the following campaign 1st :(1) We created a custom Digital radio channel to stream #MYCyberSALE platform, 24/7 for one month. This unique execution greatly enhanced consumers’ experience whilst they shopped online. Listeners can get ‘Insider Information’ for more bargains. #MYCyberSALE Digital Radio was also the first advertiser branded station to run on RAKU, Astro Radio’s mobile App. Making streaming on Mobile easy. (2) To capture sales from mobile devices, we established a strong m(mobile)commerce platform by partnering with LINE app, to create a custom mobile shopping channel. The concept of having thousands of online retailers on one platform was successfully replicated in the mobile space.

The Results
222% increase in site traffic reported by e retailers. In just 3 days, #MYCyberSALE sold RM67million worth of goods. 33% above target. 57% of the total transactions came from mobile devices. 36% was secured through LINE.