Malaysian 4G mobile operator Yes made innovative use of rich media to engage and convert the target audiences, resulting in a click through rate 140% higher than average. The campaign encouraged consumers to subscribe and pre-register for the service before its official commercial launch by rich media site takeovers via Better Digital Solutions across all major news portals in the country. This case study shows how with the use of innovative rich media advertising and with clear call to action, Yes enticed and engaged users and also led to strong branding and conversions. Not just clicking customers but approx 0.79% of non clicking impressions also led to conversions. The average Dwell time of users interacting with the campaign was 73.06 seconds 1.6 times the benchmark and average dwell rate 13.39% 1.9 times the benchmark. The CTR for the campaign was 140% higher than the Malaysian CTR benchmarks of 0.73%.
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Brand: Yes |Media: Better Digital Solutions MY | Country: Malaysia |Sector: Telecommunications | Agency: Agenda Asia MY, Carat MY, Media Mind | Format: Rich Media, Site takeover
“The Yes online campaign played a critical role in the overall media scope, being the only media able to directly drive registrations. Being an online product with an online store for new registrations, CTRs were a key component in determining this success. The Better Digital team played a key role with the online planning team and the digital agency in managing the success of this online campaign. ” – Roy Tan, Managing Director at Carat Malaysia
