Describe the creative idea

Yoodo had a 20GB data offer as a signup incentive. But what does 20 GB mean to a gamer? Would it be the same to an entertainment consumer? In a hyper-personalised world, we all want messages that ‘talk to me’ or be treated as a single, unique individual. So we identified the biggest triggers for our core targets, and then crafted messaging that would drive them to action. Gamers: Uninterrupted gaming When a gamer is in it, they can go on for hours. Unfortunately, this usually means running out of data in the middle of crucial moments in a game – which could mean them losing their matches. Entertainment Lovers: Binge watching Always on-the-move, they run out of data while binge watching their favourite shows. Armed with our insight, we crafted messaging to address this binge behaviour

Describe the execution

Not everyone would fit the bill for Yoodo’s young, urban, digital native. Based on consumers’ digital footprints, we set out to create multiple unique audience segments that were aligned with Yoodo’s brand identity. In Malaysia alone, we have 18 million unique consumers built out of our telco-powered DMP, Xact. Therefore, we could use mobile device IDs and IDFAs (Identifier for Advertisers) to target segments based on their behaviours, both online and offline. Furthermore, we built a customer acquisition funnel that looked like this: Mapped the consumer journey Created our targeting campaign using the mobile device IDs Retargeted of captured audiences with intent shown across mobile platforms Ascertained performance benchmarks for each stage of the consumer journey We adopted a 3- fold execution and optimization strategy Used audience specific IDFAs from Xact Identified Look Like Audiences Established a multi-level retargeting strategy – for all consumers who dropped off through the acquisition funnel.