2016




2016 | |

Same Product. A new story every time

Advertiser: Samsung
Brand: Gear S2
Creative Agency: -
Credits: -

The Challenge
Wearable technology is a relatively new concept. According to 2015 UK study, the majority believes “it’s just a fad”. When Samsung wanted to introduce their GearS2 Smartwatch, initial research showed that most Malaysians didn’t understand the product. The challenge was to connect and drive usage relevancy of GearS2 with just 1 Global TVC asset.

Insight, Strategy and the Idea
Smartwatches are still deemed just for techies, but not the masses. Design is key compete for consumer’s wrist against traditional watches. But with GearS2, it is a fashionable yet functional smartwatch with reliable activity tracker and applications. We identified 3 target segments: Business Professionals, Social Trendsetters, and Fitness Enthusiasts.

Media Execution
Beyond standard targeting strategy, we applied Google’s beta video technology to turn one GearS2 global TVC into many videos by overlaying each video with a custom message. Instead of opening with the generic product visual, we overlay with the custom message (e.g: Gear Up for Business) on the first few seconds of the video to allow viewers to discover a product they knew with a twist. We also highlighted the key features (e.g: Easy Access to App, Reminder App) that’s relevant to the target segment. From one single TVC, we created 16 customised videos to spread out during the campaign period. The sign-off was consistent: GearS2 gets better with every turn. Our videos appeared when users searched for relevant keywords, or competitive product/ content.

Results and Effectiveness
Ad-recall outperformed the Apple iWatch (by 6%) Smartwatches are generally seen as a techy product for guys. Our campaign attracted a 30% lift from women, and 12.2% from men. Average view-thru rate increased by 170% against past benchmarks We reached 57,000 users with an average 1.3 impressions Average cost-per-view for device targeting optimized at 10% lower than base TVC 19% lift in ad-recall, 31% lift in consideration compared to non-viewers.

2016 | |

Breaking News Breaks Out of the Ad Box

Advertiser: Astro
Brand: Awani
Creative Agency: -
Credits: -

The Challenge
In an era of instant gratification, consumers constantly seek the most current news. Responding to this need, news resources are multiplying by the minute. In this fragmented and evolving context, how can Astro Awani – a digitally nascent news brand – attract new users and become the ‘go-to destination’ for online news in Malaysia?
In an era of instant gratification, consumers constantly seek the most current news. Responding to this need, news resources are multiplying by the minute. In this fragmented and evolving context, how can Astro Awani – a digitally nascent news brand – attract new users and become the ‘go-to destination’ for online news in Malaysia?

Insight, Strategy and the Idea
Our consumer understanding suggested that they first turn to Google and other favourite mobile news apps to look for current news. This active consumer trait demanded a strategy based on ADAPTIVE planning to make the consumer notice Astro Awani as the source of news they seek. Hence, we devised a strategy of bringing news to consumers that disrupts the current active behaviour of consumers looking for news.

Media Execution
We executed this strategy by crawling the web with listening tools everyday in order to observe patterns or platforms in news conversations, layering it with search volume data. Within one hour, we pushed the BREAKING NEWS items as advertisements in the same news platforms. Whether it was the latest news on 1MDB, MH370, GST or the privatisation of MAS, consumers were receiving important news stories in near real-time through ads. Clicks were directed to the relevant article page on Astro Awani’s site. Through remarketing, we connected with dropped out visitors urging them to revisit, while returning users were enticed to download Astro Awani’s app. On-page user behaviour was tracked using heat mapping tools, helping us to make informed decisions on paid and owned media.

Results and Effectiveness
•72% increase in new users
•Readers spend more time on the website, with an average session duration increase of 3.74%
•Readers consumed more pages per session, with page per session increasing by 8.2%
•Paid traffic reported 2.6 times higher time on the site and 2 times more pages per session in comparison to direct traffic (GA)

2016 | |

Maxis reads minds using Zero Moment of Travel

Advertiser: Maxis
Brand: Maxis
Creative Agency: -
Credits: -

The Challenge
Maxis Roaming faced a stiff challenge – convert silent roamers into active roamers. The clutter in the travel advertising space thronged by multiple product categories including telcos, and the long travel planning period made it almost impossible to deliver the right message at the right time to the right audience.

Insight, Strategy and the Idea
Staying connected is one of the key things on the minds of travelers. However, due to low awareness of roaming plans, they use wifi or use local SIMs, amounting in a revenue loss. While advertising educates people, the messages fail to reach them at the moment when it matters the most. Media Agency recommended a media strategy, to dynamically create and serve relevant messages for travelers, at the most relevant moments. ‘Zero Moment of Travel’ [ZMOT] campaign was designed through multi-variate data analysis., serving unique dynamically created messages in tune with each traveler’s planning cycle stage and needs.

Media Execution
Using ZMOT engine, we analyzed multiple digital behavioural cues, to map travel planning moment cycles, guiding the 500+ dynamically optimized creatives using Google Studio, deployed real time programmatically across screens. GSP tracked inboxes for flight tickets with a countdown messaging strategy leading up to travel date. Airport location targeted mobile ads reminded the consumers again before boarding flights. Once at their destinations, we retargeted silent roamers by matching Maxis customers on Facebook who were logging from a foreign land with wi-fi, one final time. Thus by hypertargeting moments we delivered the right message to the right audience at ZMOT.

Results and Effectiveness
The campaign received a stupendous response, with GSP CTR of 11.1%, 370% higher than industry benchmarks. Optimizing creatives dynamically led to 10% growth in CTR day on day. Maxis Roaming portal saw a 31% hike in ’50% scroll rate’ indicating quality traffic generation. Activations increased by 27.3% over previous quarter.