Background:

My E.G. Services Berhad develops and implements e-Government and related services for the Government of Malaysia. MyEG serves as a community-based information and services center for the public to access information, execute transactions and interact with the government institutions. It began by developing online government transactional services for the local community & soon ventured into E-insurance solutions and other insurance-related services. They wanted to increase uptake of road tax and motor insurance, but traditional media exposure was not measurable or was untraceable. With 27% of the 10 million mobile internet users in Malaysia owning an automobile, MyEG decided to explore the power of mobile for the first time.

MyEG DiGi

Aim:

MyEG partnered with DiGi Telecom, Malaysia’s leading mobile service provider to create an innovative ‘free talk time’ based offer for for renewal of road tax and motor insurance. The objective of this campaign was to generate leads on MyEG’s existing campaign with DiGi subscribers, and increase renewals through this offer.

Execution:

As an emerging market, Malaysian mobile subscribers are spread across on both, feature phone as well as smart phone devices. MyEG engaged with the team at Vserv.mobi to leverage our Mobile Marketing expertise and tap into our unparalleled reach on Apps across smart phones & feature phones.

Building on the core concept, Vserv.mobi designed an engaging rich media creative to drive the message. The HTML5 version of the creative added an exciting element of surprise, by showing gifts that could be unwrapped by the user to discover the talk time rebate.

Vserv.mobi ran the “Renew your roadtax & motor insurance and unwrap a surprise gift” creative across its network, targeting Digi subscribers while they surfed mobile sites or used Apps.

A verification code was provided as the next step to renew his road tax or motor insurance plan on MyEG, thus helping convert the interested lead into an actual sale.

Results:

The campaign delivered results that would have just not been possible using traditional media. Within just 20 days, the campaign achieved more than 3.6 million targeted impressions to DiGi Telecom subscribers, generating more than 20,000 clicks. This activity led to an increase in the Daily Average Registrations (DAR) for motor insurance & road tax by a massive 50%! The campaign demonstrated the power of mobile, in reaching the Right Consumer, at the Right time, with the Right Message, and at the Right Cost.

Have you discovered the Power of Mobile Advertising? The team at Vserv.mobi can help you create a Smart Mobile Marketing campaign! Just write to us on ads@vserv.com to start today.

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