Malaysian Media Awards Winners Showcase





2015 | |

Virtual Catalogues get 2.2 billion points redeemed!

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:

  • Catalogues help drive sales (Shoppers’ Insights), both online and offline.
  • Consumers are willing to travel up to 20k to a mall(Kinetic outdoor study)

STRATEGY: three-pronged digital catalogues showcasing

  1. Specific targeting, on high traffic websites, as campaign is short-lived (2 weeks).
  2. Geofencing Mobile, capturing consumers and nearby residents, driving to MTF at MidValley.
  3. Catalogue ad formats to be used, to showcase redeemable items.

IDEAS:

  1. Build a microsite resembling a catalogue, showcasing products.
  2. Digital to drive physical redemption at MTF targeting 20km radius.

Media Execution

Avoiding mass targeting as it creates low click through rates, we target verticals to increase relevance: travel, gadgets,fashion etc.

  1. DRIVE TRAFFIC TO WEBSITE, 60% of budget:(a) Google Catalogue Lightbox, auto- expanding upon scrolling, showcasing 300+ products. Targeting 20 interests.
    (b) Capitalized on Google’s newly launched Google Sponsored Promotion (Gmail ads). Targeting by keywords and domain (eg Lelong.my, fashion, gadgets)
    (c) Google Display, YouTube pre- roll, optimized desktop and mobile.
  2. DRIVE TO MTF, 40% of budget:(a) Geofencing via Mobile Catalogue Lightbox ad, Banners and Search.
    (b) Search execution: •included “location extension”, with Google Map, leading to MTF •customised adtext, matching highly- searched keywords: eg for travel- related keywords: “Travel Packages To Redeem, Use TREATSPoints To get Best Travel Packages At TREATS Fair 14′!”

Results and Effectiveness

  • Google verified for Lightbox: our eCPC is 5 times lower than industry, our 5.41% Engagement Rate is best ever for geo-targeting in MidValley.
  • 264,000 visitors to MTF, 8% higher than 2013.
  • Over RM20 million sales from redemption.
  • 2.2billion TREATSPoints redeemed. Truly rewarding results, worth cataloguing!