The Market
The Challenge
Malaysia is home to a growing population of young adults. But many of them see gaming as an old-fashioned activity that has no connection with their modern lifestyle. And while millennials don’t like lottery gaming, they do love stuff they can’t afford. The hype gear, holidays and high-tech gadgets that they can only read and share about on screen.
The Idea
Transform items they loved into a win-it-all lottery opportunity. Combining an individual’s online behavior with data-generated Facebook ads and Google’s News API, our user’s timeline featured specially curated news under Millennials’ Top 5 topics (Fashion, Fitness, Food, Tech and Travel). Segment targeting made sure the most relevant news reached them. Upon clicking the news, they were taken to a microsite where the news content itself was morphed into eight numbers, ready to be entered as a Magnum Life ticket via a free game e-voucher pushed to their mobile that they could redeem at the nearest Magnum branch.
Growth
• 12M+ Media Impression
• 48% Conversion Rate
• 15% of Winners under 35-years-old
• 8% increase in in-store footfall
Recognition
- Malaysia Effie 2021, Silver (Media Idea)
- Malaysia Effie 2021, Bronze (Retail)
