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Malaysia, Advertising expenditure as a share of GDP

Data • Cinzia Petio, WARC Data Points, October 2020

An overview of advertising expenditure as a share of gross domestic product (GDP) in Malaysia since 1987.

Malaysia, Display advertising expenditure by medium

Data • Cinzia Petio, WARC Data Points, October 2020

An overview of display advertising spend by medium in Malaysia since 2011.

Malaysia, Advertising expenditure by medium

Data • Cinzia Petio, WARC Data Points, October 2020

An overview of advertising spend by medium in Malaysia since 2011.

Gaming boost in APAC shows long-term potential, but less so in China or Vietnam

Data • Rob Clapp, WARC Data Points, September 2020

An overview of gaming audiences in Asia Pacific during the coronavirus (COVID-19) outbreak.

Influencers most popular in China and India, least in Australia and Japan

Data • Rob Clapp, WARC Data Points, September 2020

An overview of the popularity of influencers by genre and by country across 10 markets in Asia Pacific.

Grab: Personalised Social Impact Reports

Case Study • Krshna Prashant, Sulin Lau, WARC Prize for Asian Strategy, Silver, 2020

Mobile technology brand Grab used customer data in a new way to reframe and personalise its social impact activity in Southeast Asia.

Ad fraud ranging between 1–2% across regions

Data • Rob Clapp, WARC Data Points, September 2020

An overview of advertising fraud by country and industry.

McDonald's: Put the 'BIG' back in 'BIG MAC'

Case Study • Sarthak Ranka, Kunal Roy, WARC Prize for Asian Strategy, Shortlisted, 2020

McDonald's Malaysia targeted Gen Z with a social media campaign to reverse the Big Mac's long-term decline by increasing brand love and sales.

Maxis: AI Network

Case Study • Galen Lau, BeeNee Ng, Ramesh Weston, WARC Prize for Asian Strategy, Entrant, 2020

Maxis, the telco, used consumer data to create an intelligent campaign in Malaysia that demonstrated the brand's network capabilities.

Maxis: The Unheard Prayer

Case Study • Siddhant Lahiri, Dhruv Rao, Kunal Roy, WARC Prize for Asian Strategy, Entrant, 2020

Malaysian telco Maxis realised deaf people could not hear the call to prayer during Raya and set out to find a technology-based solution.

GrabFood: Delivery Doodles

Case Study • Sulin Lau, Jessica Seow, WARC Prize for Asian Strategy, Entrant, 2020

Food delivery platform GrabFood used an AI-based initiative to tap in to a new source of demand for local food delivery and reverse a short-term decline in Southeast Asia.

Johnson's Baby: Simplex – Makes the Complex, Simple

Case Study • Daniel Khor, Aparna Krishnan, WARC Prize for Asian Strategy, Entrant, 2020

Baby care brand Johnson's Baby used a display and Facebook ad strategy, driven by a contextual engine, to gain trust and relevance among mothers in Malaysia.

Grab: Amy Search, Grab Got

Case Study • Pamela Chia, Nadiah Nazri, Sulin Lau, Hassan Alsagoff, WARC Prize for Asian Strategy, Entrant, 2020

Mobile technology company Grab launched a video-based campaign in Malaysia to boost sales by helping consumers adjust to their first Ramadan in the new normal.

Wall's: Abang Hero #KitaJagaKita – Spread happiness to our frontline heroes!

Case Study • WARC Prize for Asian Strategy, Entrant, 2020

Wall's, the ice cream brand, spread happiness to front-line heroes during the COVID-19 lockdown with a purpose-driven campaign in Malaysia.

OldTown White Coffee: Anything is Pause-able with OldTown White Coffee

Case Study • Galen Lau, Su Ling Chan, WARC Prize for Asian Strategy, Entrant, 2020

Coffee brand OldTown White Coffee increased sales and market share by targeting millenials with a multichannel campaign.

Samsung Galaxy S10: Samsung Galaxy S10 Space Launch

Case Study • Craig Wilkie, Kunal Roy, WARC Prize for Asian Strategy, Entrant, 2020

Samsung launched its flagship Galaxy S10 smartphone into space to demonstrate the power of the model's new camera in order to generate pre-sales, gain share of voice and boost brand love in Malaysia.

Prudential: No One Knows You Like Pulse

Case Study • Rebecca Tan, Madeeha Noor, WARC Prize for Asian Strategy, Entrant, 2020

Prudential, Malaysia's leading innovative insurance provider, developed and launched a free AI-powered health and fitness app to help users stay on top of their health.

KFC: Optimisation on Steroids

Case Study • Aparna Krishnan, Samuel Lee, WARC Prize for Asian Strategy, Entrant, 2020

QSR brand KFC created a dynamic search campaign, based on store capacity, to limit user drop-offs and recapture conversions for its KFC Delivery service in Malaysia.

Toppen Shopping Centre: Jangan #JelesEk! Jumpa di Toppen!

Case Study • Natasha Aziz, Galen Lau, Ramesh Weston, WARC Prize for Asian Strategy, Entrant, 2020

Toppen, the shopping mall, achieved a successful launch in a crowded market with a hyper-localised campaign in Malaysia.

Ford Ranger Malaysia: Crash Test Drive

Case Study • Su Ling Chan, Danesh Asokkumar, WARC Prize for Asian Strategy, Entrant, 2020

Auto brand Ford increased sales of its Ranger pick-up truck in Malaysia by rolling out a VR test-drive experience.

KFC: Machine Woos Man

Case Study • Daniel Khor, Aparna Krishnan, Samuel Lee, WARC Prize for Asian Strategy, Entrant, 2020

QSR brand KFC partnered with Google to create a targeted campaign based on a viewer's choice of YouTube videos to relaunch its Popcorn Chicken product in Malaysia.

Mastercard: Safety & Security in Southeast Asia

Case Study • Manasi Trivedi, Elisa Tsang, WARC Prize for Asian Strategy, Entrant, 2020

Payment technology brand Mastercard used a digital-based campaign to increase its share of card-based transactions in Southeast Asia.

AIA: Sleep Programme 2019

Case Study • Andy Wilson, WARC Prize for Asian Strategy, Entrant, 2020

Life insurance group AIA strengthened its brand credentials in Singapore, Malaysia and Thailand with a digital and social media campaign based on sleep deficiency and its impact on health.

Japan Airlines: Fly Once Fly Always

Case Study • Frederick Tong, Matilda Goh, Eleni Sardi, Sheena Ong, WARC Prize for Asian Strategy, Entrant, 2020

Japan Airlines employed a digital strategy based on dynamic creative optimisation to build brand desire and relevance and persuade travellers across Southeast Asia to abandon their national carriers.

100Plus: Activate Your Potential – AME 2019

Case Study • Su Ling Chan, Danesh Asokkumar, Nichelle Ng, WARC Prize for Asian Strategy, Entrant, 2020

Isotonic drinks brand 100Plus increased sales and reach among millenials in Malaysia through a collaboration with an upcoming band.

Spending less, living well: How consumers are redefining a good life

Article • Anna Shin, WARC Exclusive, May 2020

R/GA Singapore’s Anna Shin maps out how the consumer definition of happiness and satisfaction has changed thanks to COVID-19, and how brands need to adapt to thrive.
Nearly 90% of consumers have changed their behaviour because of COVID-19

Data • Rob Clapp, WARC Data Points, March 2020

An overview of changes in consumer behaviour because of the novel coronavirus (COVID-19) in eight Asia Pacific markets and the UK and US.
E-commerce shopping more frequent because of COVID-19

Data • Rob Clapp, WARC Data Points, March 2020

An overview of whether consumers are more frequently shopping online rather than in-store as a result of the novel coronavirus (COVID-19) outbreak.
Overcoming fear and creating a sense of belonging: Brand purpose in the time of coronavirus

Article • Kunal Sinha , WARC Exclusive, March 2020

Kunal Sinha shares his insights on how brand purpose can be meaningfully pursued amid a context of fear and uncertainty.
Bouncing back from COVID-19: Five data-driven strategies for SEA marketers

Article • Stephanie Caunter and Simon Samuel, WARC Exclusive, March 2020

Marketers can still bounce back despite the COVID-19 outbreak threatening an economic decline in Southeast Asia; digital marketing agency ADA shares five strategies for marketers to navigate through this period of economic uncertainty.
Asian Strategy Report: Lessons from the 2019 WARC Prize for Asian Strategy

Article • WARC Exclusive, November 2019

Examining the trends in marketing strategy in Asia, with lessons for marketers drawn from an analysis of the entries to the WARC Prize for Asian Strategy 2019.