need to work on a media strategy deck for asean for malaysia airlines. <br> 1) SG 2) VN 3) TH 4) ID 5) PH <br> i need a overall strat - for example, unlocking via local activation. or anything that you can think to be a better approach. For example, Zalo is huge in VN and Line in TH. <br> Key priorities: D/OOH plans while leveraging impactful local platforms as supplementary channels to enhance reach and engagement A. Market & Competitor Insights ▪ Competitor activities and media spend ▪ Key local trends and opportunities we should explore ▪ Relevant local publishers/platforms that can drive impact B. Media Strategy & Channel Recommendations ▪ Recommended impactful media channels for each market: TH, ID, VN, PH & SG ▪ Role of each channel in the overall campaign ▪ Any emerging or innovative media opportunities, e.g. AI/programmatic DOOH C. Media Placement & Rationale ▪ Recommended d/ooh sites/platforms and why. Example - Bangkok: <ul><li>Landmark building or large-format digital screens on prominent skyscrapers</li><li>Premium OOH placements along key airport corridors (both inbound and outbound routes)</li><li>High-traffic retail destinations such as Terminal 21</li><li>Iconic hotels and business hubs, highly prominent such as Asok-Sukhumvit intersection</li></ul> Example - Jakarta: <ul><li>Bundaran HI</li><li>SCBD (Sudirman Central Business District) for affluent professionals and executives</li><li>Grand Indonesia / Plaza Indonesia facades and digital screens for premium retail audiences</li></ul> The recommendations should focus on the most visible, strategically located, and locally impactful opportunities that can deliver strong brand presence and cut-through with both local audiences and international travellers. ▪ Key considerations such as traffic, reach, audience profile, visibility and relevance to the target audience D. Investment Scenarios @Wannuwath Tangjaisanong can you pls provide estimated revenue contribution % of each market so that we can allocate the budget accordingly ▪ Option 1:RM 1.6M over 3 months across TH, ID, VN, PH & SG ▪ Option 2:RM 2.2M over 3 months with an elevated investment level ▪ Show how the additional budget can unlock incremental reach, channels or high-impact opportunities E. Expected Impact ▪ Expected reach/frequency and key campaign KPIs ▪ Anticipated brand impact / brand lift ▪ Key differences in outcome between the RM 1.6M and RM 2.2M scenarios In short, we would like Carat to recommend where we should play, why we should play there, what is new/locally relevant, and what impact we can expect across each market. Please structure the strategy deck by country, keeping it simple and concise while showcasing your most impactful strategic recommendations. We are looking for a clear, actionable plan that will drive maximum impact and would appreciate receiving the revised proposal by next week.
need to work on a media strategy deck for asean for malaysia airlines.
<br>
1) SG
2) VN
3) TH
4) ID
5) PH
<br>
i need a overall strat - for example, unlocking via local activation. or anything that you can think to be a better approach. For example, Zalo is huge in VN and Line in TH.
<br>
Key priorities: D/OOH plans while leveraging impactful local platforms as supplementary channels to enhance reach and engagement
A. Market & Competitor Insights
▪ Competitor activities and media spend
▪ Key local trends and opportunities we should explore
▪ Relevant local publishers/platforms that can drive impact
B. Media Strategy & Channel Recommendations
▪ Recommended impactful media channels for each market: TH, ID, VN, PH & SG
▪ Role of each channel in the overall campaign
▪ Any emerging or innovative media opportunities, e.g. AI/programmatic DOOH
C. Media Placement & Rationale
▪ Recommended d/ooh sites/platforms and why.
Example - Bangkok:
<ul><li>Landmark building or large-format digital screens on prominent skyscrapers</li><li>Premium OOH placements along key airport corridors (both inbound and outbound routes)</li><li>High-traffic retail destinations such as Terminal 21</li><li>Iconic hotels and business hubs, highly prominent such as Asok-Sukhumvit intersection</li></ul>
Example - Jakarta:
<ul><li>Bundaran HI</li><li>SCBD (Sudirman Central Business District) for affluent professionals and executives</li><li>Grand Indonesia / Plaza Indonesia facades and digital screens for premium retail audiences</li></ul>
The recommendations should focus on the most visible, strategically located, and locally impactful opportunities that can deliver strong brand presence and cut-through with both local audiences and international travellers.
▪ Key considerations such as traffic, reach, audience profile, visibility and relevance to the target audience
D. Investment Scenarios @Wannuwath Tangjaisanong can you pls provide estimated revenue contribution % of each market so that we can allocate the budget accordingly
▪ Option 1:RM 1.6M over 3 months across TH, ID, VN, PH & SG
▪ Option 2:RM 2.2M over 3 months with an elevated investment level
▪ Show how the additional budget can unlock incremental reach, channels or high-impact opportunities
E. Expected Impact
▪ Expected reach/frequency and key campaign KPIs
▪ Anticipated brand impact / brand lift
▪ Key differences in outcome between the RM 1.6M and RM 2.2M scenarios
In short, we would like Carat to recommend where we should play, why we should play there, what is new/locally relevant, and what impact we can expect across each market.
Please structure the strategy deck by country, keeping it simple and concise while showcasing your most impactful strategic recommendations. We are looking for a clear, actionable plan that will drive maximum impact and would appreciate receiving the revised proposal by next week.
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The ASEAN Growth Thesis emphasizes prioritizing markets based on revenue potential and leveraging Digital/Out of Home (D/OOH) advertising for premium visibility. Country playbooks outline strategic roles for Singapore, Vietnam, Thailand, Indonesia, and the Philippines, highlighting local platforms like Zalo, LINE, Grab, and TikTok, as well as key locations such as landmark sites and retail hubs. The investment roadmap compares scenarios of RM1.6M and RM2.2M, focusing on modeling reach,...