Archives




2018 | |

Our Rakyat, the Netizen Journalists KL2017

Advertiser: Sportswork Group Sdn Bhd
Brand: KL2017 SEA Games
Creative Agency: -
Credits: -

The Challenges
Malaysia hosted KL2017 SEA Games, where 2,561 journalists was on-ground to cover the events. However, within the first week of the Games, online buzz was curiously lacking. Why? As the journalist enlisted were mostly from traditional media houses, social media content was secondary – thus, only an average of 60 postings per day went up on social media. The agency’s task was to increase the social postings to 120 per day.

Insight, Strategy and the Idea
Within every sporting event, there are hundreds, if not thousands, of attendees – almost all of whom are smartphone-equipped. Social media active Malaysians thrive on the bragging rights (and “likes”/”hearts”) that come from being the first-to-report interesting happenings on-ground. It was this very behaviour that could work in our favor – enlisting these netizens to search, capture and share inspiring KL2017 moments on their FB, Instagram and Twitter. What we needed to do was to fuel this natural behaviour; and we did this at almost zero cost by linking this initiative with our Millennial netizens passion for travel and one of KL2017’s sponsors, Traveloka, who came on-board with RM45,000 worth of travel vouchers.

Media Execution
Anyone can be a netizen journalist – from whichever games venue you’re at, snap a photo or short video that captures an inspiring KL2017 moment and share your story with the hashtag #KL2017. This was promoted on KL2017 owned assets. Specifically, on social media, to get people to start reporting, we had KOLs who are sporty and healthy lifestyle enthusiasts (e.g. celebrities Sazzy Falak, Yasmin Hani, Nash and Megat) to get the ball rolling by sharing their #KL2017 stories. The best daily stories were rewarded with travel vouchers.

Results and Effectiveness
Within 2 weeks, 552 netizen journalists generated 6,624 social posts – an average 473 posts per day (almost 4X our KPI!), netting us an approx. 3,524,800 impressions in the social space.

2018 | |

How Malaysia Airlines influenced the ASEAN top influencers

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

The Challenges
It’s a challenge for a premium carrier like MalaysiaAirlines to stand out, especially with a net negative online sentiment and compounded by financial constraints. However, to strengthen its premium brand, it needed to stand for world-class service excellence – the type that gets people talking (positively!) – as it did in the past.

Insight, Strategy and the Idea
Social listening pointed to the brand’s in-flight menu as a frequent pain-point – so we set out to introduce our revamped business class menu for SoutheastAsian routes. What we didn’t have in cash, we had in seats – we found the perfect regional stage with InfluenceAsia 2017 i.e. Asia’s largest social media awards show, that was being hosted in Malaysia. In being the official airline partner for InfluenceAsia 2017, we sponsored the flights for attendees from across the ASEAN region. Beyond that, with the opportunity for our brand to influence 111 influencers, we crafted a once-in-a-lifetime event experience centred around our BusinessClass menu, with the food being served on a dinner table 150 feet above ground – the #MHExperience being a dine-in-the-sky.

Media Execution
Over 2 days, 111 influencers were invited to experience breakfast, lunch or dinner in the sky with KL’s skyline providing the Insta-worthy backdrop. The entire experience showcased the iconic MalaysiaAirlines experience whilst maximising opportunities for our social influencers to vlog and post on social media – be it the skyline, live action sky kitchen or the sky band, we left our influencers with lots of experiences to share.

Results and Effectiveness
• #MHExperience conversations garnered 5.13mil audience interactions with an engagement rate of 15.4%, earning RM2mil in Social PR value; this is on top of RM1.3mil in Earned Media Value
• Net sentiment turnaround: From -2% in March to +40% in April
• All that buzz translated into an 8.76% increase in BusinessClass sales conversion rates vs. the same period last year Source: Client data; Netbase

2018 | |

KL2017 Mission Control Room

Advertiser: Sportswork Group Sdn Bhd
Brand: KL2017 SEA Games
Creative Agency: -
Credits: -

The Challenges
LIVE sporting events are at risk of the unknown; thus, being agile is the only way to be prepared. Smart data monitoring and real-time analysis becomes critical to ensure we manage SEA-Games KL2017 positively.

Insight, Strategy and the Idea
Tapped into 8 separate data sources across paid, owned, earned and contextual media – which formed a larger picture within the KL2017 Mission-Control-Room, housed within the International-Broadcasting-And-Media-Press-Centre. Mission-control-room played dual advisory: • Communication management • Real-time reputation management for SEA-Games’ organizing committee; Creative, Social, Event agencies; PR and journalist management agencies.

Media Execution
Real-time adaptive decision making was made possible by monitoring live results, social conversations, sentiments and media campaign performances: • Merging Google-Analytics and Media Campaign Dashboards gave transparency on consumer journey and purchase patterns; from push media to ticket purchase • Google Trends and Hot Search plugged into our social listening platform, allowed us to predict the next hot topic • The Sports Minister’s social feeds was monitored and post reposted/retweeted at least 100 times will be automatically flagged Mission-Control-Room enabled key stakeholders to react promptly given holistic views of all on-ground, on-air, digital and sales.

Results and Effectiveness
Mission-Control-Room delivered in 5 critical areas: Managing negative sentiments: E.g. Mishandling of the Indonesian flag, negative conversations surged with #ShameOnYouMalaysia trending. From detection to issuance of PR holding statement took only 2 hours. In <24 hours negative sentiments declined by 61%. Fueling positive sentiments: E.g. Upon winning 111 Gold medals, we created #CiptaSejarahBersama, fueling positive conversations by 291%. Messaging: E.g. Responding to fans confusion why plants were gifted to the winners, infographics were published to educate on the Games’ Green Initiative. Media selection: E.g. Identified Sports Minister’s Twitter as the most highly followed/retweeted; thus worked with PR team to leverage his social media to share important announcements and interact with fans. Media Campaign Performance: E.g. reallocated media budgets pushing for non-selling sports, resulted in 90% occupancy.

2018 | |

Malaysia Airlines Growth Intelligence (MAGIc) machine

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

The Challenges
Air travellers have been conditioned to become deal-hunters thanks to low-cost carriers – promotions is the norm; changing on an almost-daily basis. This meant we were seeing declining ROIs with the traditional campaign-based approach to promotions – where a fixed set of popular destinations was promoted during the sale period. We needed a smarter way to compete in this constantly evolving environment.

Insight, Strategy and the Idea
A data-backed approach was implemented to identify where the untapped sale opportunities are. We enabled machine learning capabilities by combining 5 types of slow and fast datasets: • Load factor of the various routes • Real-time consumer behaviour data on the online booking site • Lookalike modelling of our frequent flyer database • Audience segments being prospected by the various programmatic display partners • Fare prices from Google Flight Search

Media Execution
We dubbed this the “Malaysia Airlines Growth Intelligence” (MAGIc) machine. Using the MAGIc machine, our campaign performance is optimised in real-time, to aid in: • New destination promotions: The system’s ability to match real-time growth in demand vs. load factors and predicted ROI allowed us to quickly switch off destinations that was nearing capacity and to switch on new destination promotions. • Dynamic creatives: Housing of a repository of campaign materials that allowed us to trigger custom messaging, redesigned creatives and real-time fare price (pulled directly from Google Flight Search) with relevant chain of remarketing ads within a minute (which traditionally takes 7 days), whilst reducing human error • Switching between platforms for effectiveness: Reallocation of budgets between platforms, audience segments, and creatives that delivered a higher ROI

Results and Effectiveness
This new automated, adaptive approach was exactly what we needed. By comparing the campaign’s results against our last benchmark (best performing) online fare campaign: • Average daily sales jumped 27%, equal to RM 1.2m incremental sales/day. • Tactical campaign ROI improved significantly by 64% • Total sales from promoted routes was 4X higher Source: Client data

2018 | |

100PLUS: Activating Malaysia’s Potential!

Advertiser: F&N Beverages Marketing Sdn Bhd
Brand: 100PLUS
Creative Agency: -
Credits: -

The Challenges
With a strong association to sports, 100PLUS consequently becomes perceived as a “healthier alternative to sodas” (or soft drinks). However, this strength also has its weaknesses – it skews the perceived consumption moments to sporting occasions and its “healthier” credential appeals primarily to the health-conscious Chinese. Thus, the seriousness of sports and health meant that we were losing out among the more fun-seeking, soda-drinking Malay youths. To increase its share-of-heart and throat among Malay youths, we needed to expand 100PLUS’ relevance without vacating our current position.

Insight, Strategy and the Idea
To expand beyond sports, we focused on owning more physical moments that results in thirst – a territory we defined as an “active lifestyle.” To appeal to fun-seeking Malays, we focused on demonstrating how being active can be seriously fun through a combination of celebrity power and an entertainment-led approach. This led to the introduction of “Hari 100PLUS – Aktifkan Malaysiaku” – a brand day where thousands can come together and be part of a fun-filled “active lifestyle” day.

Media Execution
The campaign was divided into 3 key phases: 1. Hari 100PLUS regional activations: Top Malay celebrities that were enlisted as 100PLUS ambassadors – Hairul Azrin, Mira Filzah, Khairul Hafiz Zantan and Janna Nick – formed teams according to the four 100PLUS flavours and went to Johor, Terengganu and Kedah to hand-pick their team members via large scale on-ground auditions involving fun physical games. The event was promoted across Astro’s Malay TV, radio and online platforms. TV3 and TV9 was used to extend the reach to the mass Malays. Content seeding on Malaysia’s top social and entertainment news platform OhBulan! and SaysSeismik hyped the event up. This phase secured 80%+ reach and saw an average of 3,000 participants per location. 2. Hari 100PLUS Aktifkan Malaysiaku finale: The 4 teams then congregated for the finale at KLSportsCity, BukitJalil. Through constant engagement by KOLs, TV, radio, digital and OOH promotions, we also got another 15,000 participants (vs. KPI: 12,000) to rally the 4 teams, besides joining the fun-filled “active lifestyle” day that featured activities like Zumba, Snooker FootPool and ZorbBall besides Malaysia’s first ever 5km obstacle course featuring the tallest inflatable structure. 3. Hari 100PLUS TV programme: To further evolve our association from sports to “active lifestyle”, we extended the event into a 1-hour TV programme – the combination of athletic competition and zany humour makes for great TV! In this programme, the 4 teams battled it out through 3 physical missions, to be crowned “Wira 100Plus.”. This was televised on top Astro Malay channels Ria and Warna and social media to reach millions of households.

Results and Effectiveness
Following the Oct-Nov campaign: Association to ‘Active lifestyle’ up from 51% (July) to 67% in Dec surpassing the target for Malays by +5 Winning share-of-heart: • ‘Brand for me’ grew to 62% by Dec – its highest in 2018! Winning share-of-throat: • Past-1-Week and Past-4-Weeks consumption up by +11 points – the highest for the brand in the last 2 years • Brand volume share reached its highest at 28.7% vs. last 12 months (excluding seasonal peak during CNY) Source: Millward Brown