CASE STUDY: YTL drives 4G service with rich media first in Malaysia

Background

Yes is the first 4G mobile internet with voice service in Malaysia. In partnership with creative and media agency partners Agenda and Carat, YTL Communications pre-launched Yes with an online rich media campaign, kicking off with a one day 'Levitator' homepage takeover.

Aim

Carrying the tagline 'Amazing things happen when you say YES!', the rich media campaign set out to establish Yes as an innovative leader in 4G broadband services, encouraging consumers to subscribe and pre-register for the service before its official launch. 

Commercially their position was to be better and faster, offering unparalleled service and reliability. These goals were to be obtained without compromising the company's premium stance.

The online campaign served as the key medium for driving pre-registrations. 

Execution

Carat and MediaMind teamed up through Better Digital Solutions to execute the very first 'Levitator' ad experience across all major news portals in the country, a first-of-its-kind homepage takeover in Malaysia.

The MediaMind Levitator format delivered in the country’s three primary languages, drew in millions of Malaysian internet users with adapted TVCs that allowed them to experience the brand and its message before they explored product information and the call-for-action.

With a click from a user, the page shifts up, down, left or right, in a gliding motion to reveal the rich media content that delivered key information and product differentiators to consumers, including the TV commercials, 'What is 4G?' and the benefits of using Yes 4G services.

Results

YTLC managed to reach out to the Malaysian internet audience with an impressive 13.39 per cent (vs. 8.32 per cent benchmark) of users intentionally interacting with their ad.

Users were engaged or dwelled with the brand for 73 seconds on average - that is 1.6 times longer than the average Malaysian dwell duration of 38.95 sec.

Click-through rates were 140 per cent higher than the benchmark of 0.73 per cent, indicating that the Levitator, similar to a mini-site was built successfully with the functional purpose of both converting users, as opposed to merely engaging them with an attractive ad.

Significantly, it wasn’t just clicking consumers who arrived at the advertiser site. Approximately 0.79 per cent of non-clicking impressions also resulted in conversions.