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Challenge
To increase the marketing budget yield using digital as a channel: Drive minimum 10% of the overall Malaysia Airlines web site revenue. Achieve a benchmark ROI of 1:25(for every $1 invested, generate $25 revenue). Also to build a long-term, profitable digital sales generation channel.

Solution
PPC (Pay/Click) or Paid Search program was identified as the digital marketing route with the highest potential to achieve the above objectives. By deploying PPC programs across all key markets with robust bid management & web analytic back end business intelligence system, MAS would be able to target key audience segments in the travel purchase mindset at the right juncture, drive them to MAS website and purchase air tickets thereby a achieving the set objectives. ‘

Execution
Global PPC program was established across 5 lead markets & 15 secondary markets with Google & Yahoo. Each campaign resorted to target “brand term searchers” and “destination term searchers” during normal travel periods with an add-on targeting of “deal searchers” during promotional campaign periods with tailor-made messaging. Combined market campaign set-up of 2.5 million+ keywords, 20,000+ advertising copies were cookie-tagged such that the tools can track optimize goal conversions to micro-level (tickets,revenue)

Results
25% of the total revenue recorded in the MAS website was from the PPC program and also accounted for 25% of the total tickets recorded in the site. ROI multiple achievement of 1:50. PPC programme was established as a long term sales channel for the website.

Challenge
Too little, too late? DiGi, in 2010, offered BlackBerry telco plans, FINALLY! Competitions were two years ahead in market penetration. Sales were pretty fragmented; all three giant telcos were gunning the same target audience. The challenge: To ‘rebrand’ BlackBerry usage and to create a new generation of non-corporate users.

Solution
BlackBerry user is widely referred to as “CrackBerry”, which is a reference to the addictiveness of crack cocaine. Understanding the addictiveness of users, we banked on our highly sociable and heavy online gamer’s audience. In essence, ‘Whatever social creature you are, DiGi has a perfect made-for-you Blackberry plan to meet your particular social needs.”Thus was born, the ‘What Berry Are You?” social game; Facebook being the main platform to demonstrate BlackBerry’s social capabilities.

Execution
It’s all Social! Connect via Facebook: Whatberry.com.my Play: Players go through a series of questions, then assigned unique ‘Berry -Avatars’ with recommended Blackberry plans to suit their social lifestyles Learn: From pragmatic ‘Bargain Berry’ to highly-strung ‘WTF Berry’, individual’s social media characteristics were perfectly matched with a Blackberry plan. Share: The more you play and share, the more players earn points. Top scorers stood a chance to win limited edition DiGi Blackberry phones.

Results
• 70% of online participation KPI
achieved within week 1
• 88,657 microsite unique visitors
• 443,285minutes spent on site
• 70,000+ participants shared Whatberry.my
• Blogs valued at MYR370,000+
• 270,000 unique Whatberry.my mentions
generated on Google Search
• Plans sold: 183% increased in 2nd half of 2010

challenge
During World Cup 2010 season, brands’ share of voice drowned out, media space becomes cluttered, high volume of advertisers’ promotions. Maxis and Celcom, both had huge investments in mainstream media channels, which stood to hurt and drown out DiGi’s share of voice during period.

Solution
DiGi aimed to become the talk of the town; we needed something unconventional, eye-catching, and superlative. Thus turned a traditional billboard into a “live-in” billboard (first of its kind) that housed a radio station! For 50 hours straight thereafter, Hitz.fm DJs had to live, breathe, eat, talk, and sleep in the billboard. Not allowed to leave their temporary home, the DJs could only focus on the competition, WC2010 broadcast, and DiGi’s promotions.

Execution
Capitalized on both DJs’ huge following plus strategically located outside Pavilion KL, the ‘live-in’ billboard attracted huge attention. DiGi imposed a challenge for JJ (footie fanatic) to educate Ean (basketball jock) on all things football during the 50-hour bootcamp. Ean was required to answer at least 50% of questions correctly submitted by radio listeners from calls or SMSes. Failing to do so, Ean would have to stay another 24 hours in the billboard.

Results
• In two weeks, campaign attracted 1,000,000+ listeners per week on Hitz.fm
• 5000+ people attended the launch event
in the span of 3 days
• 1000+ sms were received providing
football trivia questions to DJ Ean
• Captured by 4500+ bloggers with 3.6 million+ followers, valued over MYR9 million

Challenge
During World Cup 2010 season, brands’ share of voice drowned out, media space becomes cluttered, high volume of advertisers’ promotions. Maxis and Celcom, both had huge investments in mainstream media channels, which stood to hurt and drown out DiGi’s share of voice during period.

Solution
This matchless idea broke away from the traditional use of media channels, thus created new real estate ‘radio-in-a-billboard’. Coupled with mobile and
WOM to promote the first of its kind “live-in” billboard that housed Hitz.fm’s Morning Crew DJs. For 50 hours straight the DJs had to live, breathe,
eat, talk, and sleep in the billboard. Not allowed
to leave their temporary home, the DJs could only
focus on the competition, WC2010 broadcast, and DiGi’s promotions.

Execution
Capitalized on both DJs’ huge following plus strategically located outside Pavilion KL, the ‘live-in’ billboard attracted huge attention. DiGi imposed a challenge for JJ (footie fanatic) to educate Ean (basketball jock) on all things football during the 50-hour bootcamp. Ean was required to answer at least 50% of questions correctly submitted by radio listeners from calls or SMSes. Failing to do so, Ean would have to stay another 24 hours in the billboard.

Results
• In two weeks, campaign attracted 1,000,000+ listeners per week on Hitz.fm
• 5000+ people attended the launch event in the span of 3 days
• 1000+ sms were received providing football trivia questions to DJ Ean
• Captured by 4500+ bloggers with 3.6 million+ followers, valued over MYR9 million

Challenge
During World Cup 2010 season, brands’ share of voice drowned out, media space becomes cluttered, high volume of advertisers’ promotions. Maxis and Celcom, both had huge investments in mainstream media channels, which stood to hurt and drown out DiGi’s
share of voice during period.

Solution
This matchless idea broke away from the traditional use of media channels, thus created new real estate ‘radio-in-a-billboard’. Coupled with mobile and WOM to promote the first of its kind “live-in” billboard that housed Hitz.fm’s Morning Crew DJs. For 50 hours straight the DJs had to live, breathe, eat, talk, and sleep in the billboard. Not allowed to leave their temporary home, the DJs could only focus on the competition, WC2010 broadcast, and DiGi’s promotions.

Execution
Capitalized on both DJs’ huge following plus strategically located outside Pavilion KL, the ‘live-in’ billboard attracted huge attention. DiGi imposed a challenge for JJ (footie fanatic) to educate Ean (basketball jock) on all things football during the 50-hour bootcamp. Ean was required to answer at least 50% of questions correctly submitted by radio listeners from calls or SMSes. Failing to do so, Ean would have to stay another 24 hours in the billboard.

Results
• In two weeks, campaign attracted 1,000,000+ listeners per week on Hitz.fm.
• 5000+ people attended the launch event in the span of 3 days.
• 1000+ sms wer e received providing football trivia questions to DJ Ean.
• Captured by 4500+ bloggers with 3.6 million+ followers, valued over MYR9 million.