Malaysian Media Awards Winners Showcase





2023 | |

Sime Darby Property: Homebuyer Hunting INDEX

Advertiser: Sime Darby Property
Brand: Sime Darby Property
Creative Agency: MINDSHARE MALAYSIA
Credits: -

Objective & Challenge
CNY presented the perfect opportunity for SDP to launch a festive campaign with a sales purpose in Klang Valley. The objective was to usher the new year with a property sales promotion across 6 townships in Klang Valley that allowed homebuyers to make their dream home a reality. While potential home buyers could drop leads online, 70% of home buyers preferred to visit sales galleries and only register if they are interested. Sime Darby Property (SDP) recognized that it could drive wider awareness for its CNY campaign with Out-Of-Home, only if leads and performance could be tracked. Challenge: How could we transform Out-Of-Home advertising, which primarily creates awareness, into a medium that is tracked, measurable and one that ultimately drive sales?

Insight & Strategy
INSIGHT & STRATEGY (30%) The decision-making process for OOH placements involved considering various data sources and factors to target potential home buyers effectively. Insight: When it comes to identifying potential home buyers, understanding of the demographics and preferences can be derived from analyzing the places where audiences reside and the locations they frequently visit. So we had to come up with a few new ways to cut data based on location and places of interest (POI) data to determine the demographics on ground. 1. Halal index: We utilized the halal index to identify locations in Klang Valley with a high density of Malay population. This data, derived from the presence of halal food establishments, helped us understand the racial makeup of different areas. It allowed us to target OOH placements in areas where the potential home buyer audience was likely to have a significant Malay population. 2. Non-halal index: This index indicated areas with a high density of Chinese population based on the presence of non-halal food establishments. By considering this index, we could further refine our OOH placements to target areas with a significant Chinese home buyer audience. 3. School index: This index helped us gauge the concentration of Chinese schools in surrounding areas. By identifying locations with Sekolah Kebangsaan Jenis Cina (Chinese national-type schools), we could target OOH placements in areas where there was a higher probability of reaching the Chinese home buyers. 4. Affluent index: To understand the potential impact on housing prices, we analyzed locations with premium retail outlets, cafes, and groceries, creating an affluent index. This index helped identify areas where potential home buyers with higher purchasing power were likely to be located. By targeting OOH placements in these areas, we could reach an audience more inclined towards premium properties. Additionally, we incorporated median price per square foot data for high-rise and landed properties in different locations. This analysis provided insights into the household economics of each township, helping us understand the affordability and market dynamics. This data guided our decision-making in selecting appropriate OOH placements based on the target market’s purchasing capacity. By building these Indexes, we were able to make informed decisions about OOH placements that would effectively reach and engage potential home buyers in the 6 SDP township catchment areas (Refer to POI Index)

Execution
While the POI indexes were the basis of location selection for each OOH sites – train stops, DOOH, Static OOH and street buntings, we still needed to ensure that we tackled the complexity of omnichannel measurement for SDP’s CNY campaign. However, there wasn’t an off-the-shelf solution that ingested footfall data, ad exposure data and client’s data all in one system. Our Solution: We created a new beta solution called (Reach Optimised Omnichannel Attribution for Retail). RO2AR would help SDP make last-mile metrics a reality for campaign measurement in three steps: Step 1: Seizing the Moment with Timed DOOH Activation First, geo-fenced all OOH placement leading towards all SDP’s sales gallery. From there, it was possible to optimize DOOH media so as to only activate ads at times when there is a high likelihood that captured user devices will be near relevant screens ensuring that we reached the right consumers at the right time. Step 2: Seamless Cross-Channel Retargeting and Remarketing Using this approach, the captured Device IDs were utilized for remarketing and retargeting in mobile advertising through various Demand Side Platforms (DSPs). This allowed us to engage potential buyers and encourage them to explore the Chinese New Year (CNY) promotions further. It also enabled us to attribute the impact of our offline OOH placements and remarketing strategy across mobile, display, and social media channels. Step 3: Measuring Attribution and OOH Impact To accurately measure the effectiveness of our OOH efforts, we geo-fenced every sales gallery in the 6 SDP townships. By attributing the captured Device IDs from various placements to the footfall traffic at the sales galleries, we could analyze which OOH site locations drove the highest and lowest footfall to each gallery. This data provided valuable insights into the conversion lift by comparing the visitation rate of the exposed group (Device IDs captured through geo-fenced locations) with the non-captured Device ID group at each sales gallery. These insights allowed us to assess the impact and success of our OOH campaign in driving footfall and conversions.

Effectiveness
Total OOH Awareness exposure to 48,000,000 million audience (Impressions) Business Results: • Our geo-fencing strategy drove 13k potential homebuyers to the sales gallery, allowing them to experience the SDP developments firsthand and further solidifying their interest. • Our mobile sync via programmatic DOOH strategy drove 148k website lands, resulting in 1.3k leads • Both the above led to significant improvement in conversion rate of 13% (vs. SDP’s benchmark 4%), contributing to 232 unit sales (+17% vs 198 target sales). Moreover, we sold we sold 16 units to those who were exposed to OOH and directly visited the showroom With the mobile device ID we captured, we created custom audience which drove Cost-Efficiency Cost-per-Lead (CPL) down by 47% – Achieved CPL of RM205 (-47% vs. 2022 benchmark RM435)