SEARCH IN CASE OF EMERGENCY

TitleSEARCH IN CASE OF EMERGENCY
BrandOCBC BANK
Product / ServicePERSONAL FINANCIAL OPTIONS
CategoryA07. Best Use of Digital Media
EntrantCARAT MALAYSIA Kuala Lumpur, MALAYSIA
Advertising Agency IPROSPECT MALAYSIA Kuala Lumpur, MALAYSIA
Media Agency CARAT MALAYSIA Kuala Lumpur, MALAYSIA
Entrant Company CARAT MALAYSIA Kuala Lumpur, MALAYSIA

Credits

Name Company Position
Michelle Wee Carat Media Malaysia Planning Director
Justin Murugaya Iprospect Malaysia General Manager

Results and Effectiveness

We didn’t only hit; we smashed through our set targets within 5 months of execution. ***** - Visibility (share-of-impressions) was at a staggering 71%! - Instead of getting 70,000 prospects, we got 135,000 clicks (leads). - Conversion rate was at 7.7% - we exceeded the industry benchmark by 1.5 X! We did not need to blow our own trumpets, as Google did it for us! In our quarterly business review, Google revealed OCBC became the market leader in the personal financing category on search. *****Google AdWords Report

Creative Execution

We established that about 20-25% of banking and finance related searches were conducted in Bahasa Malaysia (native language). Our creativity was our strategy. We decided to go where no other brand went, into Malay keywords. All the ads that we analyzed were in English. This pointed out a good opportunity for Cash-i Al-Amin to market itself to the Malay segment. We utilized the most used search engine in Malaysia, Google for our search engine marketing campaign. We segmented our Malay keywords into 4 sections. This exercise of mapping keywords out to micro-segments helped us uncover even more targeting opportunities as the campaign ran. We were preparing ourselves for real-time optimization. We then cleverly crafted ads to be paired with the 4 segments, according to the information priority that would be searched for.

Insights, Strategy and the Idea

Household financial borrowing has been rising at an annual rate of 12.5% for the past 10 years (as of Dec 2011)*. This had rallied the big brand names in the Personal Financing Industry to shout out (loudly) about their respective products, especially on Search platforms. OCBC had its own, Cash- i Al-Amin, but it was a late entrant in this race against the big guns. We were challenged by OCBC to: • Create 30% visibility within high affinity financial-lending information sources; • From there, garner as much as 70,000 clicks or leads; • And from there, rake in a lead-conversion rate of 5% We had to reach out to ALL Malaysians who were in need of cash, while being cost effective at the same time. Our Idea: Position the product as an aid to them in their life plans, especially in cases of emergency.