Archives




2021 | |

Prudential Going Beyond Boundaries Providing Protection

Advertiser: Prudential Assurance Malaysia Berhad
Brand: Prudential Malaysia
Creative Agency: NAGA DDB Tribal Malaysia
Credits: -

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Objective & Challenge
In recent years Prudential has been strengthening brand affinity among Malaysians by helping them get the most out
of life and encouraging them to live a healthier lifestyle with “do something about it” mantra. However, the pandemic that hit in March 2020 literally paralyzed everyone, both individuals and businesses alike. Now as a brand with a claim of WE DO, this meant that our credibility and brand health was at stake. We knew that any form of inaction would cost us our reputation. This is a story of how Prudential found an actionable step in a time of helplessness thus leading the way for people do something about COVID19. Objective 1: To inform and create mass awareness about Prudential Malaysia’s Special COVID19 Coverage Campaign to support existing customers and noncustomers during this difficult time. The challenge was to create a mass awareness with a short turnaround of two weeks to introduce and educate on Prudential’s Special COVID19 Coverage plans to the public. The communication objective was to highlight Special COVID19 Coverage’s benefits for PRU customer, if they register via Pulse by Prudential App, they are qualified to have 2x coverage. For nonPRU customer, they will be entitled to limited free coverage upon registering via Pulse by Prudential App.

Insight & Strategy
At early stage of the outbreak, as people turned their conversations online during the lockdown, we discovered through social listening that while health appeared as the main concern, it was the widespread panic and worry which sets Malaysians unprepared for the situation. In response to the pandemic, access to healthcare services for COVID19 quickly became widely available by the government. As brands struggled to find their footing, we searched for a relevant need that Prudential can fulfill and act on. With the widespread news on COVID19, many have lost their source of income and were facing challenges to stay afloat financially. None of the current existing medical policies by any insurer cover against COVID19. This lack of financial safety net beyond the standard access to healthcare is imminent. Prudential realized the immediacy for this protection gap and stepped up to fulfill this need. The idea: Prudential wants to provide COVID19 coverage for all.

Execution
Agility, trendmonitoring and an accelerated digital communication strategy were the key components to achieving Prudential’s objective in a short turnaround time for this campaign. For months, the nation has been assaulted by an invisible enemy that has the upper hand. Over the course of Movement Control Order (MCO) in Malaysia in 2020, the increasing COVID19 cases have caused high stress level on Malaysians, leaving them feeling anxious and isolated. Especially with lockdown mandated nationwide and people were staying updated on COVID19 cases reported through mobile. To some extent, it can get overwhelming. But amidst the uncertainty the nation was going through, people were still hopeful for a brighter future, people were positive towards combating and flattening the curve with frontliners. The silver lining was seen through Prudential’s relief efforts in helping to ease financial pressures on their customers and communities as they face the prolonged effects of the pandemic. With everyone turning their conversations online and staying updated with the latest COVID19 news, we leveraged on the heightened online media consumption to rollout Prudential’s Special COVID19 Coverage for all. With only two weeks to turnaround brand into a relevant and current necessity for all to access, almost instantly through mass media channels with local news media publishers and Facebook Ads. The key message for Special COVID19 Coverage Campaign was to educate and inform Malaysians that all, be it existing Prudential customers or nonPrudential customers, all who registered via Prudential’s Pulse App would be enrolled for Prudential’s Special COVID19 coverage plan. KPI metrics that were tracked for this campaign were cost Per Link Click on Facebook/Instagram and Pageviews from the local news media publishers.

Effectiveness
With one core objective focus, this campaign achieved beyond just mass awareness and to mention the few below: 1. With Prudential’s agility to be the first to announce its COVID19 coverage, it has boosted brand preference scores among Millennial at 19pts during campaign period, surpassing 7 pts from the goal. 2. With the announcement on mass local news channel and Facebook Link Click objective ads, we overachieved signups for Special COVID19 Coverage via Pulse App by Prudential at 233K signups, surpassing targets by 11.5% (200K) 3. Through mass awareness from the public, it has generated 10% new customer leads, we overachieved new prospect leads than planned by 11% (190K Leads), doubling the standard benchmark. 4. One of the alwayson goals was to always to generate growth for the Pulse by Prudential app. Once the annoucement went live on Special COVID19 Coverage and how easy it was for the public to register and redeem this coverage, by August 2020, it has brought us 1.41 mil downloads vs planned targets at 1 million downloads by September 2020. The ripple effect from the mass awareness traction exceeded expectations by one month ahead and surpassing our targets by 410K downloads. 5. Apart from pushing articles on mass media publishers, with a singleimage Facebook Ad and objective to drive traffic to learn more on Prudential’s Special COVID19 Coverage, it garnared a whooping 14.5 million impressions in just two weeks, surpassed our target clicks by 367% at 71K link clicks with a CTR at 2.84% (above global benchmark of 0.9% CTR). With only RM150K media budget, Prudential’s Special Covid19 Coverage Campaign drove effective results at an efficient cost. This campaign has helped over 800 unique cases and with an Annual Premium Equivalent (APE) to RM2.7million. Prudential has completed paid claims value of over RM2 million which goes back to their true value of being a peoplefirst brand and part of their contribution and efforts in living up to the brand’s promise that WE ARE THE PEOPLE THAT DO.

2021 | |

KFC U Soon

Advertiser: QSR Stores Sdn Bhd
Brand: KFC
Creative Agency: NAGA DDB
Credits: -

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Objective & Challenge
Malaysia lifted its strict lockdown on 9 June and entered a ‘Recovery Movement Control Order (RMCO) phase’, reopening the economy in stages that will last in between 10 June and 31 August. Although we are now free to roam, we still needed to adapt to the new normal and practice the safety SOPs outlined by the Malaysian Government. We anticipated that most QSR restaurants will have campaigns talking about safety procedues, how to behave when you come into a store, and to of course come and visit. KFC was also suffering from “out of sight, out of mind” since dineins were forbidden during the strict lockdown. KFC lost 5%10% in their brand health, from Buzz to Consideration, amongst their Current Customers etc. But KFC wanted to welcome Malaysians differently when their stores reopen instead of doing the regular announcements.

Insight & Strategy
Over the past few months, restaurants have generally been quiet and lonely. If only the tables, chairs, trays and sauce dispensers could speak, they would probably tell people how much they have been longing for their presence. During the lockdown, Malaysians have turned to social media and streaming services to fill time. They use music to cope with “work from home” (WFH) and some find it more productive when they listen to music while WFH. Half a million mentions and posts throughout MCO and CMCO period, with 80% net sentiments. Good, Best Therapy, Enjoy, Favourite, Better were some of the top terms mentioned. As KFC reopened its stores for dineIn across the country, instead of telling Malaysians nagging them on what to do, our strategy was to serenade people back through songs instead of doing the regular announcement to show how much we missed our customers.

Execution
KFC launched a specially curated 86track Spotify playlist titled ‘KFC You Soon’ to serenade customers back to its stores. To promote the playlist, a dedication musicparody video of the lovelorn from the store’s perspective was launched. Borrowing popular song lyrics, the video features a KFC store humorously serenading the return of dinein. The video features the best of “Missing you” songs, to commemorate each of the 86 days that dinein ser vices were unavailable at KFC. This playlist was further amplified through social platforms such as Facebook, Instagram, YouTube and not forgetting Spotify users, to create awareness, buzz and drive traffic to ‘KFC U Soon’ playlist. We also had the safety SOPs announcements in between songs but they were done in the style of a radio show, with two DJs talking to each other.

Effectiveness
Overall, KFC U Soon really made Malaysians think KFC U Soon campaign is largely positive with a cumulative 88% positive sentiment on social. It has reached more than 3millions Facebook users and been viewed 2.5millions times on YouTube. Many consumers complimented on the ad, thanking KFC for the playlist, asked their friends to listen to the playlist or to watch the ad by tagging them and also commenting they will be back soon to dine in. KFC U Soon video garnered the highest positive sentiments with 41% Looking at YouGov Brand Health metrics from start of RMCO until 2weeks into launched of KFC U Soon campaign, we observed the following uplift (w/c 15/6/2020 vs. 30/6/2020) Ad Awareness from 71.6% to 77.0% Buzz from 43.3% to 55.5% Consideration from 48.1% to 54.4% Purchase Intent: 15.9% to 26.4% Current Customers from 51.8% to 56.5%

2021 | |

Cadbury Dairy Milk Generosity

Advertiser: Mondelez International
Brand: Cadbury Dairy Milk
Creative Agency: Ogilvy - Malaysia
Credits: -

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Objective & Challenge
Cadbury’s “There’s a glass & a half in everyone” global platform, launched in 2018, needed to be adapted to Malaysia for better relevance. Centered around acts of goodness namely generosity, we also needed to make the
global platform’s film resonate with different audiences with different interests and different consumer moments.

Insight & Strategy
The insight for building this campaign was simple: the more personalized the message, the better the relevance was to our consumer, the higher the likelihood our consumer was to engage with us. Hence we set about personalizing our message on several levels: 1. We simplified and localised the global film a. Local talents and a localized setting were used in a remake of the global copy to drive relevancy amongst Malaysians. The storyline was the same: a girl wanting to give her busy mother a bar of chocolate but didn’t have enough money, the shop keeper being generous, gave her the bar in exchange with what whatever she had in her pockets (buttons, coins, a small plastic toy etc.) 2. Thereafter we created a campaign to enforce our local content by personalising it to key audience segments among chocolate consumers, determined by data & analytics. a. We worked with insights from Facebook and Google to determine the 5 segments namely Foodies, Music, Movies, Games and Mums b. We then worked with the creative team to customize the localized film further towards these 5 segments: i. For foodies, we see the girl and shopkeeper sharing a bar of chocolate ii. For movies, the shopkeeper changes the TV channel and plays cartoons iii. For games, they play tic tac toe iv. For music, the girl give one side of her headphones and shares music v. For mums, we see her mum not taking a call but instead use the time to spend with her

Execution
Upon creating the personalised assets, we served them on Facebook and Youtube, targeting 5 different audience segments. And the personalised ads were further personalised on Youtube! The main copy and 5 personalised versions were targeted at different segments during the 1st phase to build relevance on a broad spectrum then to further drive relevancy, in our 2nd phase assets were multiplied to 155 personalised messages on Youtube with Google Director Mix. Our talent, the same girl, would connect with the viewer using a message relevant to the content viewed E.g. When a user is watching a lion king video, the messaging on the video will change to “The King of Deliciousness” similarly for a Justin Bieber song the messaging will changed to “Yeah, we’ve got that yummy, yummy, yummy”.

Effectiveness
With personalised messages, our audience not only recalled our ads more (1.7X against benchmark), but they took action by purchasing Cadbury Dairy Milk products! Brand lift increased by +3.6pp from the previous year. All these translated to a 21% growth in revenue during campaign!

2021 | |

Malaysia-Airlines going beyond Price War!

Advertiser: Malaysia Airlines Berhad
Brand: Malaysia Airlines Berhad
Creative Agency: M&C Saatchi; Magna Digital
Credits: -

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Objective & Challenge
The MATTA Fair is Malaysia’s largest travel fair and every year in March, Malaysians are spoilt for choices with the cheapest airfare promoted by airlines or travel agencies. 60% of Malaysian travelers will pick the best offers and plan their annual holidays. Consequently, the immediate period postMATTA Fair would typically experience a sharp deep in sales. The objectives set by MalaysiaAirlines were to prevent the sales dip and sustain the sales volume postMATTA fair. The challenge to the agency:
• To increase the sales for MalaysiaAirlines above MATTA fair sales in the subsequent month postMATTA Fair.
• To promote air tickets which were priced 2x higher compared to MATTA Fair.

Insight & Strategy
We needed to understand why MATTA fair did not attract the balance of the 40% travel intenders. What reasons should MalaysiaAirlines create to convert these travel intenders to purchase MalaysiaAirlines products? The agency created Intelligenic – a digital performance solutions that allowed us to understand traveler’s motivation based on their online & offline purchase behaviors. We analyzed 7 different datasets to enable Intelligenic solutions:
• Aircraft seat capacity (load factor) of the various routes
• Realtime consumer journey data on the online booking site
• Lookalike modelling based on our frequent flyer database
• Audience segments travel behaviour based on booking and actual flying lead time
• Fare prices from Google Flight Search
• Online and offline travel agent sales report
• Pixel extension across the entire purchase journey, including all ancillary product pages Intelligenic analytics led us to 2 critical insights:
• Synergy between offline and online advertising
spends (creative and media): By integrating offline sales reports, we can clearly evaluate the correlation between offline and online SPENDS vs. offline and online SALES RESULTS. The discovery proofed the need to adopt a holistic view and to optimize total advertising spends not just against ONLINE sales but also OFFLINE sales.
• PostMATTA Fair travel intenders: By analyzing these potential audience full buying journey, we discovered the need to go beyond cheapest airfare to attract our “price fatigued” travelers. How? We analyzed our customer journey through MalaysiaAirlines ancillary pages (hotels, business class companion fair, business lounge access, children travel privileges, chef oncall, extra baggage allowance and pet cargo) which suggested that these
travelers are motivated by convenience and value for every Ringgit spend i.e. appreciate ancillary products beyond just basic ticket price.
Thus, we saw the opportunity for a campaign that was ancillaryled, giving birth to
the MalaysiaAirlines Travelicious campaign. The campaign strategy focused on:
• Optimize total advertising spends to maximize the reach to garner offline and online sales across all sales platform – online travel agent, IBE (Internet Booking Engine), call center, traditional travel agents.
• Building a travel package primarily based on Traveler’s purchase motivation i.e ancillary products.

Execution
This ancillaryled Travelicious campaign was launched postMATTA from April to July 2019, across 15 markets globally with ancillary promotion 50% off on hotels, business class companion fares, extra baggage allowance, discount on children airfares, pet cargo and insurance PLUS only up to 35% discount on airfare compared to 60% discount during MATTA Fair. Insights gathered from Intelligenic solutions were used for the campaign execution as well:
• Across 15 local/regional/global markets the campaign required 1500 creatives in 10 languages. Dynamic creative optimization (DCO) allowed us to optimize delivery of the best performing messaging combination – language + different types of ancillary promotion + airfare discounts that meets the respective traveler’s needs. This involved housing a repository of campaign materials that allowed us to trigger custom messaging and redesign our creatives (based on flight and ancillary inventory, with realtime fare price comparison from Google Flight Search) all automized within a minute, whilst reducing human error.
• Switching between platforms for effectiveness during the 18 weeks campaigns: Reallocation of budgets between offline (newspaper, radio, digital out of home) and online platforms, audience segments, and creatives that delivered a higher sales return on advertising investment (ROAI), ensuring realtime optimization in a cost and time efficient manner.
• Create more customized lookalike segments based on their ancillary preferences, as exhibited by their behaviors on MalaysiaAirlines booking site, which was a new discovery with Intelligenic solutions vs. traditionally Google/YouTube custom audiences search behavior.
• Optimizing total spends ratio: Analyzing historical campaign data allowed us to identify sales impact and correlation between online and offline advertising spends (e.g. senior travelers who were served MalaysiaAirlines online promotion actually bought their air travel package from travel agents) Thus, from an 80:20 onlineoffline spend ratio, we optimized towards a 60:40 ratio for an improved total Sales Return on advertising Investment. All made possible by Intelligenic!

Effectiveness
1) How media impacted the nonprice sensitive target audience? a. With ticket priced 2x higher compared to MATTA Fair, Travelicious campaign attracted 2.24 million visitors, total website visits grew by a factor of 2.17X compared to MATTA Fair. b. 71% of customers have opted for higher value tickets with ancillary promotions. 2) How media impacted MH sales performance and aircraft load factor? a. We almost tripled the sales growth by +155% compared to MATTA fair RM 55M. b. Load factor increased by +22%, and all 15 markets showed positive sales growth at an average of +29% compared to sales during MATTA fair. c. Ancillary services contributed to 35.5% of the total sales, which was +100% compared to prior and during MATTA Fair. 3 top selling ancillary products were MHHoliday Hotel Package Extra Baggage  AllowanceChildren travel privileges 3) How media impacted the sales return on advertising investment? a. We achieved all time high sales return on advertising investment of 128x (every RM1 media spend in offline and online media delivered 128x in sales value) compared to MATTA Fair 119x. 4) How media impacted MalaysiaAirlines brand overall? b. Brand Buzz increased +44% (from 9.6 during MATTA to 13.9 during Travelicious) c. Consumer perception about the MH Brand Value increased positively by +31% (from 11 during MATTA to 14.6 during Travelicious) With Intelligenic solutions, MalaysiaAirlines can clearly own a full service value carrier position instead of cheap tickets competition.

2021 | |

Business Analytics Engine – Marketing Mix Modelling on steroids!

Advertiser: QSR Stores Sdn Bhd
Brand: KFC
Creative Agency: Reprise
Credits: -

Objective & Challenge

With food & beverage competition and competitors coming up fast, business was affected. Making the situation worse, Covid hit Malaysian just when we were recovering. With sales affected fast, media budgets also dropped fast but we still had the same target to hit. How on earth were we going to do it?”

Insight & Strategy
Naturally as the media agency, we anticipated extreme optimisation of investment. Clients would want to be assured that we buy into most efficient and effective media that drive sales. Most importantly how do we instil the confidence into KFC that our media plans have been optimised that would also promise return of sales to the business? Our strategy is to leverage Business Analytics Engine (BAE), media agency’s analytical tool to assess media performance, measuring them against business KPI Sales and to create a media strategy that drives sales.

Execution
Using the concept of Market Mix Modelling, BAE helps decompose marketing and nonmarketing factors role in sales contribution for the past 104 weeks. We aimed to : identify media channels that are the most effective and efficient in driving sales further optimize these mediums in future campaigns In building a robust model that can explain sales drivers, all factors that may affect sales in any way were considered namely marketing spends, competitor marketing activities, website visits, search trend, brand health metrics such as buzz/ talkability, consideration, recommendation, ads awareness etc, launch/ promo startdate, seasonality amongst others. With a robust modelling plot, agency studied the impact of media investments to sales by week, by medium by product. The final suggested media mix is a result of a few rounds of simulations and optimisations towards sales. Firstly, we input data of the recommended plan down to detailed such as weekly media investments by medium and get a predictive sales number. Next we optimised the plan by shifting budget amongst the recommended media mix with an ultimate aim to get the best sales result with same media investments. Most often, medium that contributes most to sales will likely see adjustment in investment at the expense of those lesser contributing ones. These results are then matched back to the actual sales received on a weekly basis. For weeks that overperform, we analysed the performance based on media allocation. For weeks that underperformed, we noted on the weekly behaviour other sales drivers. Agency would run the model and optimise the plan on a weekly basis realtime to drive effectiveness and sales. Our analysis also covered the effect of preCovid,during Covid and postCovid and how are the respective impact on KFC sales including  which medium that are more effective and efficient in each different phases. So let’s say, the BAE model needs to output a plan starting Nov for 8 weeks with a media budget of RM1million and a sales KPI of RM100 million. To achieve this, BAE has advised us to tweak the current mix to Digital 49% (+4%), TV 40% (+1%), OOH 11% (minus 5%). Today, agency has in hand hygiene level media spends, cost optimization and estimated sales return after rigorous study on the sales impact. We have been also running systemized test and learn models to further improvise and drive confidence amongst clients.

Effectiveness
Across a period of 60 weeks, our recalibrated exercise improved the model’s confidence by another 4.5% which is huge given KFC’s billion dollar business. The model accuracy against actual sales are within healthy +/ 10% range and as a result of this, we are able to advise client on approximately 8% to 10% savings for every campaign given our sales prediction. Through optimisation exercise, agency improved the ROI by +52% in Q4’20. (by means of spending lesser media dollar while enjoying better effectiveness of contribution to sales)