Challenge 

In the wake of the Movement Control Order (MCO), BookXcess wanted to refocus their business through online sales and encourage Malaysians to read more while they stay home. Their main objective was to expand their customer base and achieve bigger market share.  

Solution 

Running from 17 April – 14 May 2020, we created a campaign with the hashtag #StayHomeReadMore to enable BookXcess to tap into our massive base of 5.7mil households (specifically the 93% of Malay family households), to buy their favourite books online with a 50% to 80% discount and special promo code for free shipping.

Campaign covered multiple touchpoints across our vast media ecosystem: –

  • TVC was launched on Malay, Chinese, English and Education channels.
  • Electronic Programme Guide (EPG) banner ran on ALL channels.
  • Across Malaysia’s top radio stations of each major language: ERA, MY, HITZ, SINAR, MELODY, MIX.
  • Branded advertorials were shared on high engagement platforms such as Gempak, ERA, HITZ, Rojak Daily and many more!
  • Display banner was shown across our 46 digital brands.

Results

The partnership has exceeded the benchmark and broke sales record for BookXcess. Both web traffic and sales revenue surged after the 4-week campaign on Astro:

  • Daily website visitors TRIPLED
  • Daily sales revenue nearly 4X of pre campaign