Archives




2019 | |

PETRONAS FUELLING MALAYSIA ONE BREAKFAST MEAL AT A TIME

Advertiser: PETRONAS
Brand: PETRONAS
Creative Agency: -
Credits: -

The Challenges
PETRONAS is a Malaysian icon that has been fuelling the appetite for energy for the last 45 years. The brand has high consumer familiarity, but in the face of increased competition, PETRONAS wanted to gain more traction with the consumers and increase footfalls in the fuel stations and launched a new line of breakfast offerings, [email protected] Our challenge was to engage consumers beyond the fuel conversation and drive engagement with the brand.

Insight, Strategy and the Idea
Foodstagramming is not just a habit but a preeating ritual. It is how we share our experiences and discover news delectable cuisines to satisfy those taste buds. Agency recommended to leverage on this everyday behaviour of our consumers and engage them with the PETRONAS brand to deliver a unique experience. Our solution & campaign idea targeted two main consumers segments: ADULTS: Leveraging on the insight and trend of ‘foodstagramming’ and sharing reviews and experiences, we wanted to showcase that there are actually ‘Instagrammable’ breakfast menu options at PETRONAS. We deployed a multiarchetype approach in recruiting social influencers to engage with consumers. KIDS: Our breakfast offering was meant not just for the working professionals on the go, but we also wanted to showcase’ PETRONAS’ kid family attributes and thus there was a special kid’s breakfast menu options. We integrated fun & learning in popular enterntainment platform for kids to raise awareness & educate the importance of breakfast to kids.

Media Execution
ADULTS: WE DEPLOYED AN E.A.T APPROACH, IDENTIFYING 3 KEY ARCHETYPES FOR THE CAMPAIGN (E)ATER (Malaysian Foodies) We engaged Rhys Williams, a renowned food influencer to develop a content series where he travels nationwide in search of the best breakfast combos offered by the localized PETRONAS petrol stations. (A)LPHA (Alpha Influencers) PETRONAS invited Malaysians to join alpha influencers and power couple, Fattah Amin & Fazura for a breakfast together at PETRONAS petrol stations. This was done during the launch to drive mass awareness and interest of [email protected] (T)ELLER (Social Storytellers) We engaged 17 influencers and popular lifestyle social news sites that developed social postings and articles that were more focused in providing ‘Did You Know’ stories about the breakfast offerings KIDS: WE INTEGRATED FUN AND LEARNING IN POPULAR ENTERTAINMENT PLATFORMS FOR KIDS NEWSPAPER We integrated special comic strips and crossword puzzles in education supplements of key top titles in Malaysia, Berita Harian Didik, Sin Chew Bintang & Sinaran where kids were educated about healthy breakfast habits while entertaining themselves with comic strips and crossword puzzle. TELEVISION [email protected] offerings were placed on Astro Ceria, the top kids Television program on air where product integration was placed right smack in the middle of their favourite cartoons shows. OOH/POS We partnered with Didi & Friends, a popular local cartoon and invaded the ‘1Billion Celebration Event’ where a Mornings&Mesra station was placed in the event encouraging kids to cultivate healthy breakfast habits and and at the same time inducing trials.

Results and Effectiveness
Campaign reached 14,000,000 Malaysians across various media channels. Awareness was strong on social media with over 250,000 engagements and 1,700,000 views achieved. Footfalls to stations increased by 5% with purchase volume increased by 2% during breakfast hours.

2019 | |

YOUNG GUNS OF MALAYSIA

Advertiser: PETRONAS
Brand: PETRONAS
Creative Agency: -
Credits: -

The Challenges
PETRONAS has always celebrated National Day with emotional and culturally rooted TV commercials. However, as Malaysians approached the National Day with renewed vigour, PETRONAS decided to reinvigorate itself by launching a campaign #Ceritakita. We were tasked with ensuring that the campaign is seen and heard above the usual advertising clutter.

Insight, Strategy and the Idea
Based on the insight that a child’s vision of the future and his/her dreams are reflective of a nation’s true vision and hopes, agency recommended creating a first of its kind National Day Campaign. We selected 10 children aged 512 years, who embarked on a journey of discovery travelling across Malaysia, capturing scenes which was representative of their vision for the future of Malaysia. A photo anthology of the journey created by the kids was converted into webfilms that were amplified across media touchpoints. The campaign celebrated 4 key themes, HEROES, HOPE, LOVE & FAMILY. Their vision and impressions were amplified via a bespoke Omnichannel strategy & deployment.

Media Execution
PETRONAS #Ceritakita campaign showcased various heartwarming stories witnessed by the children during their journey. Kids spoke about HOPE for the future as they captured images of friends, family who worked hard each day to build a better future. Their anthology also highlighted everyday unsung HEROES who brought joy, laughter and happiness to everyone. The kids explored LOVE between friends, love for nature and love for animals, simple act of feeding a stray cat or keeping food out for the birds. Finally the kids highlighted FAMILY and the shared bond, representing their feeling of seeing all of Malaysia as ONE BIG FAMILY. All these stories & themes were bought alive across channels: We leveraged Television as kids Infiltrated Malaysia’s #1 new program Buletin Utama during national day. As kids became anchors they reported on their journey across Malaysia & highlighted their stories. We partnered with NSTP as kids invaded the editorial room and designed the Front Page for 16th September edition. The cover featured their stories with the headline “”Our Malaysia, Our Story””. We partnered with renowned illustrator BeatriceEugenieHo to bring alive the kids’ vision of the future through her illustrations & video via SAYS platform. We deployed REMARKETING & EMOTIVE TARGETING APPROACH to drive incremental reach for the Photo Anthology Webfilms across Malaysia on FB, YT & Instagram, increasing the campaign reach & engagement manifold. OOH/POS: We invigorated school kids and spread positivity and inspire even more kids with a unique vision their peers had for the future of Malaysia via a FIRST EVER IN MALAYSIA: A VR ROVING GALLERY that was deployed across 33 schools & universities.

Results and Effectiveness
The first of its campaign reached 15million Malaysians with more than 220million impressions and 12.5million social media engagements. Further to that, the onground roving gallery inspired over 33,000 kids across 33 schools. Webfilms further garnered over 8million views in a span of just a couple of weeks. The campaign further garnered an unbelievable RM2million earned PR value. And that’s how PETRONAS ushered in a new era in Malaysia history and celebrated with its compatriots. Helping them see Malaysia Anew.

2019 | |

Bounce Rates or Bountiful Returns?

Advertiser: BMW Malaysia
Brand: BMW Malaysia
Creative Agency: -
Credits: -

The Challenges
The digital marketing industry suffers from high bounce rates, our client BMW is no exception. With certain page bounce rates running up to 80+%, we decided to take a deep dive into our site analytics to discover the truth about our digital marketing initiatives.

Insight, Strategy and the Idea
Bounce Rate data allowed us to analyses website efficiency via heat mapping. The agency was able to identify 6 key areas that a potential customer goes to the site for, Product, Pricing, Financial Options, Maintenance, Product Updates and Dealerships. Up to 80% of total traffic on site circulated around these pages. This indicated that we needed to cater our web experience into what our customers what. That meant flipping the consumer journey around from an Impression>Clicks>Page Views model into a Page View>Clicks>Brand Impression model.

Media Execution
On Display, we adapted the Dealership Search CTA into banners through location tagging to the 2 nearest dealerships. On Rich Media, we adapted the financial calculator into a sliding banner that informs users of their best models based on their financial status. On social, we used custom audience to identify users that needed car maintenance services. Programmatically, we combined price, features and colors via DCO for personalized communication. We integrated Google Search with Google My Business to address dealerships and using image extensions to highlight the latest offerings. We then revamped the website to have all featured prominently displayed on the home page.

Results and Effectiveness
170.9 million effective new page views, reaching out to 9.6 million users. 20% increase in test drive leads submission and 15% increase in goals triggers (contact us, service appointments, more info). 500% increase in engagement on Facebook and 200% increase in Instagram engagements. Video completion rates improved by 103%. Average time spend on site up to 4 minutes, bounce rate on site reduced to 21.1%.

2019 | |

AIA (Algorithmic Intent based Acquisition) for AIA

Advertiser: AIA Insurance
Brand: AIA Insurance
Creative Agency: -
Credits: -

The Challenges
Talking about insurance is cluttered, thus being relevant, simplified and agile is your only way out. Merging live events (live stages & lifestyle) data with your performance strategy can unleash its true potential for higher interest in the relevant type of insurance produtcs

Insight, Strategy and the Idea
Based on the insight that people only react when sh!t hits the fan i.e 87% of the people only look for insurance when they are in the middle of a crisis/tradegy, we created a Smart Query Bot that scrapes real time medical/life containing searches from all over the web. Putting automation at the forefront of our strategy, we created Smart Query Bot integrable with search Engines.

Media Execution
Combining these 200K+ real time intent queries, we devised a comprehensive search strategy to target insurance ads against auto collected searches. E.g anyone reading about “critical illness”, tool picks up query, buckets into auto scrappersheet and being added to search. 5000+ contextual queries were scrapped and bucketed into tight themes. Using dynamic keyword insertion we then incorporated automated and yet tightly themed ads for relevant keywords bucket.

Results and Effectiveness
“Inquiries for Life and Medical Insurance grew by 50% resulting into 1200+ overall lead submission on Website. Sales grew by 30%. Campaign saw an ROAS of 12X. Automation also helps agency spending 70% less time on doing manual labour.”

2019 | |

DMP? DSP? Try SSP – Street Sales Price!

Advertiser: Alliance Bank
Brand: Alliance Bank
Creative Agency: -
Credits: -

The Challenges
Alliance ONE Account (AOA) is one of the pioneer in loan consolidation service which helps customers to manage debts in a consolidated account. The only requirement is that you have an active home loan. As home loan is not a digitally tracked metric, the agency had to innovate to effectively reach our to the core target audience.

Insight, Strategy and the Idea
Over 80% of Malaysians purchase a home through home loans. While bulk of this data sits behind lock & key with banks, there are other parties that hold this valuable information, the property agents. Through our partnership with various leading property agencies and Facebook Street data, we created SSP, Street Sales Price platform, which tracks initial house prices, house loans, loan tenures, township maturity and future house prices of every prominent street in the KL & Selangor area.

Media Execution
Through SSP, we were able to identify hot zones (low initial house price, 5 to 10 years loan tenure, high future house price and expected loan volume) down to individual street level. We were able to identify over 150 streets from 25 different townships that matched our hot zones requirements. From there, by using Facebook’s street level targeting capability, we were able to effectively reach out to these home owners via high intent lead generation ad and ads optimized towards leads on website.

Results and Effectiveness
Campaign captured 6,174 quality leads in 4 months. Eventhough it’s only 29% of the previous 4 months, 1,661 or 26% of the leads converted appointments, compared to previous 13% . Out of the appointments, 245 or 15% of the walkins got a solution to help them consolidate debt, compare to previously at 12%. Total loan amount increased by 12 % compare to previous 4 months, average loan size per account increased by 9%, and cost per approved account down by 18%.