2015 | Bronze | Best Use of Digital Performance Marketing
Advertiser: Maybank Group Brand: Maybank Credit Card Creative Agency: - Credits: -
The Challenge
Maybank has many Cardmembers who don’t redeem their usage points. Points not redeemed are a liability, as bank needs to reserve money to purchase items and funds become locked up. Instead of merely driving awareness, how could digital media create impactful online campaign, that drives people to the ‘MaybankTreatsFair’(MTF) to for physical redemption?
Insight, Strategy and the Idea
INSIGHT:
STRATEGY: three-pronged digital catalogues showcasing
IDEAS:
Media Execution
Avoiding mass targeting as it creates low click through rates, we target verticals to increase relevance: travel, gadgets,fashion etc.
Results and Effectiveness