Advertising proposal for

2 Aug 2014

BACKGROUND

WHERE WE’RE AT

QUALITY CURRENT RATING

Brand Equity 2Product &

Service4

Market Share 3Partnerships 5

Online Presence

1

Based on this, a gauge on current brand perceptions:

Scale: 1 – Poor 6 - Best

RELATIVELY “NEW” IN MALAYSIA o LOW AWARENESS & BRAND EQUITYLARGEST DIGITAL DIRECTORY IN MALAYSIA o OVER 200,000 LISTINGS PLACES,

SERVICES & DEALSOVER 27,000 APP DOWNLOADSPARTNERS WITH MAXIS & MATTA o WITH MORE PARTNERSHIPS IN THE

HORIZONCLOSE TO NO ONLINE PRESENCE o FACEBOOK PAGE WITH 1K FANS

WHERE WE WANT TO BE

QUALITY CURRENT RATING TARGETBrand Equity 2 4

Product & Service

4 5

Market Share 3 4Partnerships 5 6

Online Presence

1 3o STRONG BRAND PRESENCE IN MALAYSIAo MORE LISTINGS o INCREASED APP DOWNLOADSo SUCCESS TO CREATE PARTNERSHIP OPPORTUNITIES o INCREASED ONLINE PRESENCE

Scale: 1 – Poor 6 - Best

PRIORITIES

URGENCYLONG TERM

IMPACT ON BUSINESS

AwarenessApp DownloadsDaily Usage

Online Presence

What should we focus on?

Scale: 1 – Poor 6 - Best

MOVING FORWARDIMMEDIATE OBJECTIVE• Create interest via a launch campaign

and build brand equity and awareness in the Malaysian market

LONG TERM OBJECTIVES• Trigger users to download and use Find

It app• Build brand’s online presence

THE TARGET AUDIENCE

• WHO ARE WE SPEAKING TO?o 18 – 35 YEAR OLDSo DIGITALLY-SAVVY o LIKE GOING PLACESo COMFORTABLE WITH

RECOMMENDATION AND USING TECHNOLOGY

o RAISED IN THE WORLD OF INSTANT GRATIFICATION

o VALUE CONVENIENCE

THEIR DILEMMA FASHIONABLE FIONA• HUNTING DOWN THE LATEST FASHION BOUTIQUE AT JALAN TELAWI, BANGSAR,

FIONA FINALLY ARRIVES AT HER DESTINATION.• ONLY TO REALISE IN HORROR, THAT THERE ARE ROWS AND ROWS OF SHOPS,

AND SHE SIMPLY CAN’T FIND IT.

HUNGRY HAIKAL• AFTER 3 YEARS OF WORKING AT SS2, HAIKAL IS LITERALLY STARVING. BUT HE’S

SICK AND TIRED OF EATING AT THE SAME PLACES OVER AND OVER AGAIN. • HE DESPERATELY WANTS TO TRY SOMETHING NEW. IF ONLY HE COULD FIND IT.

BARGAIN-HUNTING BOB• A FIRM BELIEVE OF THE CHEAPER, THE BETTER, BOB’S ALWAYS ON THE LOOK

OUT FOR THE HOTTEST, MOST AWESOME DEALS IN TOWN.• HE’D LOVE FIND HIM SELF A HOT DISCOUNT, AND IS REALLY IRRITATED THAT HE

CAN’T FIND IT.

THEIR DILEMMA LOOKING FOR WHAT THEY WANT IS ESPECIALLY HARD SOME TIMES

IN MALAYSIA, THERE ARE SPECIFIC AREAS POPULAR FOR CERTAIN REASONS E.G:• JALAN TELAWI (FASHION)• SS2 (FOOD)• CHANGKAT (CLUBBING AREA)• PETALING STREET (BARGAINS)

CHANGKAT

SS2

PETALING STREET

JALAN TELAWI

THEIR DILEMMA • WAZE AND GOOGLE MAPS DON’T BRING YOU

TO THOSE SPECIFIC, HARD TO FIND LOCATIONS

• SO, SOME TIMES IT’S LIKE TRYING TO FIND A NEEDLE IN A HAYSTACK

• SHOPPING MALLS HAVE DIRECTORIES.

• USERS ON THE GO, HAVE FIND IT.

INSIGHT• Urbanites often get frustrated trying to find

specific locations and deals while on the go

BRAND BENEFIT• Malaysia’s most comprehensive mobile

directory with over 200k listings

BRAND POSITIONING

WHO I AM• LARGEST DIGITAL DIRECTORY IN MALAYSIA WITH OVER

200,000 LISTINGS PLACES, SERVICES & DEALS

WHY ME• I’M YOUR DIRECTORY WHEN THERE ARE NO DIRECTORIES

OUR PROPOSAL

CAMPAIGN CONCEPT

• WE FOUND IT, SO YOU CAN FIND IT

• WE’VE DONE ALL THE HARD WORK, FINDING THOSE TOUGH, TOUGH TO SPOT PLACES AND DEALS, SO THAT YOU DON’T HAVE TO!

• IT’S FUN, FUNNY, CUTE, TOUCHING AND MOST IMPORTANTLY, EMOTIONALLY RELEVANT!

ONGROUNDWHERE HIGH TRAFFIC ZONESCONGESTED WITH TONS OF OPTIONS AND OUTLETS

OTHER EXAMPLES: • JALAN ALOR• UPTOWN• BUKIT BINTANG• HARTAMAS• SUNWAY GIZA

ONGROUNDWHAT HAPPENS?

GIANT BALLOONS ATTACHED TO FIND IT KIOSKS

PEOPLE NEAR KIOSKS GET ASSISTANCE FROM APPLINGS

APPLINGS?

NAME THE BRAND

MAKE IT ICONICAPPLINGS!

• A MASCOT FOR FIND IT • LITTLE FIND IT HELPERS WHO GET YOU

TO THE PLACES AND DEALS YOU WANT • GIVES A FACE TO FIND IT FOR A

UNIQUE AND INSTANTLY RECOGNISABLE BRAND ASSET

SNEAK PEEK• IMAGINE WALKING INTO A CITY CENTER• THERE ARE HUGE GOOGLE LOCATION-LIKE

BALLOONS YOU CAN SEE FROM MILES AWAY• AT EACH BALLOON, THERE’S A KIOSK WITH CUTE

LITTLE APPLINGS RUNNING ALL AROUND APPROACHING PEOPLE

• THE KIOSK CAN ALSO BE LEFT THERE PERMANENTLY, AS A PERMANENT FIND IT DIRECTORY FOR THAT LOCATION

BUZZ… BUZZ.. BUZZ

• EYE-CATCHING & ATTENTION GRABBING • CURIOUSITY PROVOKING• TALKABILITY – SHAREABLE, VIDEOABLE,

PHOTOGRAPABLE… VIRABLE!

TVC / VIDEO

TVC IDEASSCENARIO 1• A granny’s looking very lost,

and frowning as she is looking for something

• Applings appear to give her items such as her glasses, dentures, cat.

SCENARIO 2 • Guy looking very nervous as he

meets his date• As they walk together, Applings

appear, passing him flowers, chocolates and food

Print

PRINT• DIRECTORY FOR NEWSPAPER• ADAPTATIONS FROM TVC / VIDEOS• BRANDING ADS

FACEBOOK ADS

We have everything!FINDIT.COM.MYFindit on Malaysia’s largest mobile directory with over 200,000 places, services & deals

• RUN TARGET FACEBOOK ADS TO DRIVE USERS TO DOWNLOAD THE FINDIT APPLICATION

• FINDIT IS THE LARGEST MOBILE DIRECTORY IN MALAYSIA WITH OVER 200,000 LISTINGS PLACES, SERVICES & DEALS

CALL TO ACTION

ADS TO DRIVE USERS TO DOWNLOAD FINDIT APP