|Title||WHEN CASH IS NO LONGER KING|
|Product / Service||BOOST|
|Category||C01. Curation of Data|
|Entrant||ADA Kuala Lumpur, MALAYSIA|
|Idea Creation||ADA Kuala Lumpur, MALAYSIA|
|Media Placement||ADA Kuala Lumpur, MALAYSIA|
|Eileen Khor||ADA Asia Malaysia||Head of Creative Services|
Data showed that >60% of online banking activities in Malaysia consisted of paying bills and transferring money to family or friends. This new feature would allow Boost to leverage on behaviors that are already natural to Malaysians. But of course, change doesn’t always come naturally to most people. So to sweeten the deal, Boost launched the Your Bills Are On Us campaign that offered the customers a chance to win 100% cashback to frequent users of this feature. Using our inhouse Data Management Platform Xact which contains >17 Million unique mobile device IDs and 200 syndicated segments, we profiled 7 unique user personas. The personas then helped us build clusters of diverse audiences to be tailored to the right creative and copy to yield the highest sense of relevance based on the bill payment offering that was being positioned to that specific persona group.
We wanted to first, build a foundation/awareness of the Bill Payment feature and thereafter target new users and current users to try out the 100% Cashback deal We started by taking a “dip stick” view of users on Boost and via our in-house DMP Xact, we were able to map out key personas of Boost users that would most likely be users of Bill Payment. The user personas then helped us build clusters of diverse audiences. We then tailored creative and copy to yield the highest sense of relevance based on the bill payment offering that was being positioned to that specific persona group.