Malaysian Media Awards Winners Showcase
2010 | Finalist | Best Use of Digital (Online / Interactive / Mobile)
Advertiser: Dutch Lady Milk Industries Bhd Brand: Shine Creative Agency: - Credits: Ramakrishnan C.N. (Director Consulting), Samantha Tay (Associate Media Director), Bridget Luis (Senior Planner), David Fu (Head of Digital), Lim Nian Shan (Senior Buyer), Goh Soo Mei (Media Manager), Karen Tan (Account Director, Leo Burnett)
Challenge
Young working females are always wished there were another 24 hours in a day. They are pressed for time, and struggling to manage their schedule properly, what’s more with managing diet and stay in shape! Shine faced a challenge to engage them continuously within slots that’s most convenient to users.
Solution
Urbanites live a hectic lifestyle so the need for a personal assistant is apparent! Hence we created a virtual PA; she’ll have you dancing to a cardio beat, and share exercise secrets with you. She’ll even keep track of what’s on your plate everyday (but turn a blind eye to that slice of cake once in a while). And she’ll let you in on awesome promos from Shine. All in the form of a widget.
Execution
The widget is made available on the microsite for downloads. Traffic was driven to microsite via various online teen habitats. The widget was designed to have contemporary look & feel in the form of a transparent bag to appeal to the young OL. It was placed critical touch points where TA wouldn’t missed – Facebook, MSN messenger and hotmail. SEM was embedded to ensure strong association when TA searches for stay in shape related topic.
Results
A massive 7.6 million impressions were delivered and 20,858 Clicks were garnered at 0.27% CTR. The scores were a massive 125% higher above the average APAC benchmarks! (Source: Eyeblaster).
