Archives

Challenge
PruRetirement’s “What’s Adam’s Number Challenge” engaged the public to guess a fictitious character’s retirement amount. We had to capture the nation’s attention and create curiosity—Who is Adam? What is his retirement lifestyle? What’s his “number”?

Solution
Being a short one month campaign, “What’s Adam’s Number Challenge” required round-the-clock presence to create ongoing visibility and garner immediate mass awareness. Combining this need with insight that our target audiences are adults commuting to work and insurance agents on the constant move, outdoor billboards are the ideal solution for its high traffic locations, wide coverage and ongoing visibility.

Execution
With the right medium identified, we now needed an innovative execution to keep its audiences hooked! We replicated the “Split flap display” used in flip clocks, where the visuals reveal the next digit of Adam’s retirement number week by week. This innovative movement stood out from other static visuals. PruRetirement’s countdown visual kept audiences hooked, driving them to participate online.

Results
This was the first-ever simultaneous weekly sticker change for multiple sites nationwide. The billboards drove 17,000 participants to take up the challenge online. One-third of PruRetirement’s entire 2009 sales were sold during this one month campaign period.

Challenge
Prime Plan is a new product that is targeted to the lower mass affluent consumers who were looking out for a rewarding lifestyle experience. Google Search was incorporated in the campaign to reach the audience in a subtle manner – allowing them to first familiarize themselves to a new product.

Solution
We used our econometric learning and identified that the highest conversations happen after a threshold level of impressions have been served to the consumers. So instead of using a relevant range of ad groups which is a standard approacch in Search, our strategy was to serve “click-less” impressions to garner higher visibility. This meant that users had high exposure and were familiar with the ad before clicking, leading only quality traffic to the website.

Execution
“Click-less” positions are the areas within a search result page where users were looking at but not clicking. Our text ads were purposely positioned in those areas so that, although users wouldnÆt click on them, we still achieve visibility. This meant free impressions or advertising for us. Once a desired level of awareness was achieved, the text ads were rephrased and moved to better positions which lead to a higher and more qualified click-through.

Results
The campaign budget lasted longer than ancipated, achieving a huge number of free impressions that icnreased awareness for the product. This out-of-the-box strategy delivered impressive results: Average cost per click was 35% lower than planned. Campaign achieved 75% more clicks than planned; driving high traffic to the microsite.

Challenge
AirAsia became only airline in the world with the largest connectivity to destinations in China. The main cities like Shanghai and Beijing always take the cake, but low awareness of other states & provinces in China was something that needed addressing. Business wise, load and revenue achievements needed a boost.

Solution
The Chinese population in Malaysia are very interested in China as a destination, with very few knowing what really to do or expect of Greater China. Content was scarce and scattered, so when no other content exists, create your own. AirAsia set out to create their own travel documentary, with an 8 episode customized documentary featuring the destinations they cover, aired on FTA TV for all to experience what the various cities in China offered.

Execution
From collaborating with Media Prima to engaging a production house directly, the team set flight to conquer China and uncover the extreme beauty of this country on 8TV. By understanding the target audience viewing habits, the time slots allocated for airing these documentaries allowed us to reach them efficiently and effectively. 8 customized documentary episodes was developed, and aired over 8 weeks. This paved the way for us to “fish where the fish are”.

Results
Overall average increase of 12% in load factor, and 16% in revenue for all China destinations over the same period. Overall awareness of other destination such as Chengdu (+32%) and Shenzhen (+26%) saw a remarkable increase from an internal online survey conducted after the airing of the documentary series.