Malaysian Media Awards Winners Showcase





2013 | |

How A Design App Drove 500% Increase in Fan Base

Advertiser: Sime Darby Berhad
Brand: Sime Darby Property
Creative Agency: Revv Advertising
Credits: Kristine Ong (Partner, Client Leadership), Christabel Cheah (Director, Invention), Javian Ong (Executive), ChyuanZhi, Lim (Executive), Marcus Toh (Executive), Mohd Khairi Ibrahim (Senior Executive), Say Ling, Kok (Executive), Stephanie Looi (Manager, Digital), Jamie Khoo (Executive, Digital), Lilian Hor (Head, Social Media), Yang Ching, Lee (Executive, Social Media), Kee Pin, Ong (Head, Creative Services), Desmond Ong (Manager, Creative Services), YinYin, Hooi (Executive, Digital), Carmen Tham (Executive, Digital)

Challenge
As the co-creator of The Apartment, an interior design reality show, Sime Darby Property (SDP) needed to drive viewership and interest to The Véo, their new luxury condo, the show’s grand prize. 

Solution
Leveraging on our insight that Malaysians imagine their homes before purchasing and that they are frequent internet users, we created an “online experiential platform” coupled with engaging, social co- viewing experience for the audience. The platform is a call to Malaysians to express their creativity when inspired by the TV show. 

Execution
SDP pioneered Malaysia’s first interior design application, Style Your Véo, which allowed viewers to design their own Véo. To drive viewership, participants watch every episode to answer questions and unlock new items to decorate their space. We created over 1207 content which can be shared on participants’ Facebook and SDP’s Facebook page. This was laced with strategic online media buy on top relevant websites and amplified with key opinion leaders on their social graphs. 

Results
Purchase intent increased 38%. 97.3% most likely to recommend SDP. Facebook fans increased 500%, with high engagement rate of 22%. SDP achieved 190million ad exposure on the digital platform. App received over 3,500 shares. 14% increase in average viewership vs Season 1, surpassing American Idol and MasterChef US on Starworld.