1. Advertising proposal for
2 Aug 2014

2. BACKGROUND

3. WHERE WE’RE AT
QUALITY CURRENT
RATING
Brand Equity 2
Product & Service 4
Market Share 3
Partnerships 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
EQUITY
LARGEST DIGITAL DIRECTORY
IN MALAYSIA
o OVER 200,000 LISTINGS PLACES,
SERVICES & DEALS
OVER 27,000 APP DOWNLOADS
PARTNERS WITH MAXIS &
MATTA
o WITH MORE PARTNERSHIPS IN
THE HORIZON
CLOSE TO NO ONLINE
PRESENCE
o FACEBOOK PAGE WITH 1K FANS

4. WHERE WE WANT TO BE
QUALITY CURRENT RATING TARGET
Brand Equity 2 4
Product & Service 4 5
Market Share 3 4
Partnerships 5 6
Online Presence 1 3
o STRONG BRAND PRESENCE IN MALAYSIA
o MORE LISTINGS
o INCREASED APP DOWNLOADS
o SUCCESS TO CREATE PARTNERSHIP OPPORTUNITIES
o INCREASED ONLINE PRESENCE
Scale: 1 – Poor  6 - Best

5. PRIORITIES
URGENCYLONG TERM
IMPACT ON BUSINESS
AwarenessApp Downloads
Daily Usage
Online Presence
What should we focus on?
Scale: 1 – Poor  6 - Best

6. MOVING FORWARD
IMMEDIATE 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

7. THE TARGET AUDIENCE
• WHO ARE WE
SPEAKING TO?
o 18 – 35 YEAR OLDS
o DIGITALLY-SAVVY
o LIKE GOING PLACES
o COMFORTABLE WITH
RECOMMENDATION AND
USING TECHNOLOGY
o RAISED IN THE WORLD OF
INSTANT GRATIFICATION
o VALUE CONVENIENCE

8. 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.

9. 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)

10. CHANGKAT
SS2

11. PETALING STREET
JALAN TELAWI

12. 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.

13. 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

14. 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

15. OUR PROPOSAL

16. 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!

17. ONGROUND
WHERE
HIGH TRAFFIC ZONES
CONGESTED WITH TONS OF OPTIONS AND OUTLETS
OTHER EXAMPLES:
• JALAN ALOR
• UPTOWN
• BUKIT BINTANG
• HARTAMAS
• SUNWAY GIZA

18. ONGROUND
WHAT HAPPENS?
GIANT BALLOONS
ATTACHED TO FIND IT
KIOSKS
PEOPLE NEAR KIOSKS GET
ASSISTANCE FROM
APPLINGS
APPLINGS?

19. NAME THE BRAND

20. MAKE IT ICONIC
APPLINGS!
• 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

21. 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

22. BUZZ… BUZZ.. BUZZ
• EYE-CATCHING & ATTENTION GRABBING
• CURIOUSITY PROVOKING
• TALKABILITY – SHAREABLE, VIDEOABLE,
PHOTOGRAPABLE… VIRABLE!

23. TVC / VIDEO

24. TVC IDEAS
SCENARIO 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

25. Print

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

27. FACEBOOK ADS

28. We have everything!
FINDIT.COM.MY
Findit 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

29. CALL TO ACTION
ADS TO DRIVE
USERS TO
DOWNLOAD FINDIT
APP