Why is this work relevant for Direct?

This celebrates deep audience understanding for a challenger brand. Malaysia’s telco scene is dominated by three major players: Celcom, Maxis and Digi. Yoodo–the first and only fully digital mobile provider, wanted to Disrupt the Giants. Without retail storefronts Yoodo had to target the right segments to adopt this 100% mobile telco operator. With our proprietary DMP, Xact, we could understand audience psyche and translate behaviour of young Malaysians into their online behaviour.

Background

Malaysia’s telco scene is dominated by three major players: Celcom, Maxis and Digi. Enter Yoodo – the first and only fully digital mobile provider, who wanted to Disrupt the Giants. There is fatigue amongst consumers with only 10% of Malaysians recording positive experience with their telco providers. Retail storefronts play a big role in any telco’s consumer acquisitions because of the face-to-face sales pitches and customer support. Physical stores also help to appeal and cater to the general public. In such an environment, we had a unique challenge to drive the uptake for Yoodo, which had plateaued, and all without physical retail presence. A game-changing proposition We proposed to do this by taking 100% of the media risk. Yoodo would only pay us upon successful user acquisition – so we really had skin in the game

Describe the creative idea (30% of vote)

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 strategy (20% of vote)

Today’s consumer isn’t just about age, gender & location. Powered by our technology (Xact, our proprietary DMP), we were able to segment audiences according to their real world behaviour traits and to personify first-adopters of an all digital mobile subscription service. We then identified two priority segments: Gamers - 64% of all Malaysian consumers are gamers Entertainment lovers - 66% of all Malaysians stream video and music content every day Furthermore, we carved out a 4-step AIPA strategy to reach the right people and push them down a funnel that would lead to action: Attention Intention (App install/download) Positive Action (Registration/SIM order) Acquisition (SIM activation) To counter the lack of a face-to-face interaction opportunity with potential customers, we conceived a strategy to counter it via digital means. So we leveraged the following features, outside our typical scope: ‘How to’ videos A comprehensive FAQ page A live chat support system

Describe the execution (20% of vote)

Not everyone would fit the bill for Yoodo’s young, urban, digital native. Based on consumers’ digital footprints, we created 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.

List the results (30% of vote)

Starting July 2018, our campaigns ran nationwide until December. With a baseline of 1,800, we ramped it up to figures closer to 4,0 monthly activations. This means an 112% increase in monthly activation We also saw a healthy 5% install-to-activate ratio. A game-changing proposition But the biggest outcome was really the fact that we are the first agency in Malaysia to deliver on an Acquisitions model. In this model, we took on 100% of the media risk, and were only paid upon meeting the business objectives of successful user acquisition. We also took on a full partnership approach. Decisions were made collaboratively: on the technical definition of a successful acquisition, and on creating audiences to target using, Xact. In the end, this truly turned out to be a win-win proposition for both us and our client, Yoodo.