Tag: Mindshare

Kuala Lumpur, Malaysia – What happens when the line between fiction and reality is blurred? Astro, Talon Creative, and Mindshare brought that question to life with a promotion for the highly anticipated second season of Astro Originals’ series ‘One Cent Thief.’ With a daring antihero at its heart, the narrative spills off screen and into the real world with a bold campaign that pushes the limits of immersive entertainment. 

As part of the promotion campaign, various major platforms were hacked, seized and hijacked, pulling unsuspecting audiences into the world and theme of One Cent Thief Season 2.

The series of disruptions started during the New Year’s Eve countdown. A 30,000 strong crowd at Konsert Countdown MeleTOP 2025 were left baffled as Digital Karma – the protagonist of ‘One Cent Thief’ season 2 hijacked the stage. It then proceeded to the digital space via page takeovers and website skinners. 

The gravitas of the situation increased when multiple billboards at Bukit Bintang displayed cryptic messages about the villainess, Ibu Zara. Afterwards, protagonist Iman Shah gave a fiery speech condemning Ibu Zara on top of Bangunan Yayasan Selang before jumping off the 8th floor while being pursued by special force Every action taken further immersed the audience into the world of One Cent Thief, climaxing with Iman Shah declaring – ‘I will expose everything.’

Benjamin Woo, vice president of product marketing at Astro, believes that Astro’s ability to bring a first-class entertainment experience to fans is not only what keeps the brand strong but also how it’s brought to life. 

“As Malaysia’s leading content and entertainment provider, we’re honoured to champion local stories and talent. We are committed to pushing boundaries and creating immersive experiences that go beyond the screen, bringing Malaysian narratives to life in exciting and innovative ways,” he stated.

Meanwhile, Gavin Teoh, managing director at Talon Creative, commented, “We’ve always believed that entertainment in communications has the power to captivate. And by integrating the story into everyday life, the campaign challenges traditional advertising and invites the audience to become part of the entertainment.”

Lastly, Ang Ching Wen, business director at Mindshare, stated, “Our immersive media activation for One Cent Thief Season 2 seamlessly blended content with the storyline, thrilling fans and sparking wider curiosity. For two hours, Bukit Bintang screens came alive with real-time surprises, making the experience truly unforgettable.”

Context-driven advertising strategies are reshaping the way brands connect with their audiences, ensuring campaigns resonate in environments that amplify their message. Programmatic advertising, long heralded for its precision and scalability, is evolving beyond basic targeting to embrace the nuances of context. 

By aligning ads with content that complements a brand’s identity and objectives, advertisers can achieve a deeper, more meaningful engagement with consumers. As audiences grow increasingly savvy, context becomes a critical differentiator, bridging the gap between delivering ads that disrupt and those that add value.

For marketers and advertisers, embracing context is no longer optional; it’s necessary to foster trust, safeguard reputation, and drive results that resonate. As the industry moves forward, the ability to align messaging with the right environment will be pivotal for navigating the complexities of the digital advertising ecosystem.

In this case study, we explore how Samsung and Mindshare Indonesia sought cookieless solutions via Integral Ad Science’s (IAS) Context Control Targeting product to propel Samsung’s programmatic campaign goals while prioritising budget efficiency.

The Challenge

Despite Samsung Galaxy Z Flip 4 and Z Fold4 achieving stunning results in 2022, Samsung Indonesia recognises that reaching its core Gen MZ target audience will be more challenging in 2023 due to the fast-paced environment and evolving consumer behaviour. Samsung has consistently employed sophisticated targeting strategies, incorporating first-party data with retargeting, maintaining a presence with premium publishers, and utilising keyword targeting.

The Objective

Samsung aims to launch its latest foldable phone and use programmatic advertising to target Gen MZ precisely, particularly during the sustenance phase of the campaign. Applying lessons from previous campaigns, Samsung adopted a more granular targeting approach for the new foldable phone. This is to ensure the delivery of relevant messaging to the target audience while simultaneously improving efficiency in terms of quality website traffic by 20%.

The Solution

As Samsung’s campaign transitioned from awareness to performance, the focus shifted to driving quality traffic and conversions. Display advertising, representing 12% of the budget and executed programmatically, emerged as a key driver of high-value site visits. 

To maximise the effectiveness of this channel, Samsung implemented IAS’s contextual targeting with sentiment detection. This technology layered an additional level of precision, enabling Samsung to refine its audience targeting beyond traditional methods like DSPs, DMPs, Floodlight, and PMPs. 

IAS’s predictive science pre-screens and categorises pages using emotion & sentiment analysis, enabling the brand to target the most desirable and relevant content.

To drive campaign efficiency, Samsung implemented a three-layered optimisation strategy within programmatic display and its targeting setup. This strategy encompassed audience segmentation, budget allocation, and creative optimisation.

  1. Audience Level: In addition to standard DSP audiences, floodlight, and PMP, Samsung leveraged third-party audiences through IAS’s contextual targeting with sentiment detection. This included segments like:
    1. Consumer Electronics – Samsung 
    2. Consumer Electronics – Smartphones, Tablets
    3. Consumer Electronics – Wearables
    4. Tech Enthusiasts
  2. Budget Optimisation: Budgets were dynamically adjusted based on weekly performance. DSP audience budgets were reduced and reallocated to resources directed towards higher-performing third-party audiences by almost 66%.
  3. Contextual Relevance and Asset Optimisation: To maximise impact, Samsung prioritised contextual relevance and optimised asset size for message delivery. 

This three-layered approach provided Samsung with detailed metrics on inventory quality, traffic quality, and click-through rates. The contextual targeting layer offered deeper insights into page sentiment and emotion, enabling more precise campaign alignment. This cookieless targeting strategy fostered confidence and provided valuable data to drive superior campaign results.

The Results

The campaign was able to drive efficiency for Samsung Indonesia. Testing new audience targeting delivered 57% lower cost per quality traffic, 300% higher CTR, and 65% lower cost per click compared to the second-best targeting alternative. 

  • Volume of measured impressions: 39 million impressions 
  • 300% higher CTR than the next best-performing line item (data hub)
  • 57% cheaper cost per marketing visit compared to the next best-performing line item which is PMP Premium Publisher

IAS’s contextual targeting solution managed to deliver the ads to the relevant content, which aligns with research showing that relevant ads have higher receptivity, favorability, and memorability for the audience. This means that the audience will tend to interact more with the ad, giving Samsung ads a higher chance of being clicked. This resulted in higher traffic and quality traffic for Samsung. 

Post the campaign, IAS’s analysis found that the contextual targeting managed to deliver the best results, across all media metrics: CTR, cost per visit, cost per quality traffic, and even cost per add-to-cart.

Singapore – United Overseas Bank has collaborated with Samsung Ads to launch a multi-country connected TV (CTV) campaign across Southeast Asia during a key sporting event. 

The CTV campaign, in partnership with media agency Mindshare, ran across Samsung TVs in Singapore, Thailand, Malaysia, and Indonesia. 

The campaign aims to highlight UOB’s TMRW, a regional banking app, and boost its brand visibility in SEA.

Integrating the TMRW advertisement in Samsung Smart TVs enables UOB to capitalise on peak TV viewership during the global event. It allowed UOB to maximise reach without traditional sponsorship. 

Aired during the opening and closing ceremonies of the sporting event, the campaign ran simultaneously in all four countries in three different languages.

“We are pioneering CTV in the financial sector by employing innovative formats like strategic roadblocks and QR codes. By capitalising on a major sporting moment, we maximised reach during peak viewership, enhanced engagement with UOB TMRW app, and gained valuable insights into campaign ROI.” Sivea Pascale, head of group retail marketing at United Overseas Bank, said.

Carey Loh, managing director of Mindshare, part of GroupM, commented, “This was not only our first multi-country roadblock but also our debut campaign on Samsung Ads in Southeast Asia. The seamless execution placed our content front and center with a large, engaged audience, boosting awareness and driving action. Reaching households as they turn on the TV proved to be a game-changer.”

“UOB’s out-of-the-box approach during a major cultural event leveraged the rapid adoption of Connected TVs in the region. The integrated native ad format cut through the noise and highlighted the impact of strategic timing, engaging content, and innovative execution in Southeast Asia’s advertising landscape,” Alex Spurzem, managing director of Samsung Ads Southeast Asia and Oceania (SEAO), said.

In today’s digital age, where streaming platforms and television networks compete fiercely for audience attention, innovative marketing strategies are essential to make a show stand out. One approach that has gained significant traction is the use of outdoor activations—immersive, real-world experiences designed to engage fans and spark conversation. 

From pop-up installations and interactive billboards to themed events and live performances, these activations bring beloved TV series to life, allowing viewers to step into their favourite worlds. By creating memorable, on-the-ground experiences, outdoor activations not only amplify buzz around a show but also forge deeper emotional connections with audiences. 

Ahead of the release of the second season of House of the Dragon from HBO back in August this year, Malaysian entertainment company Astro teamed up with Talon Creative–as well as Mindshare and Durian Events–to launch an outdoor activation in collaboration with MRT Corp to bring the world of Westeros to life in an immersive activation takeover of the Pasar Seni MRT station.

Outdoor activation by Astro and Talon Creative for HBO’s “House of the Dragon” Season 2 at Pasar Seni MRT Station

During the campaign, fans who visited the Pasar Seni MRT station experienced a complete takeover with banners featuring the houses and character images throughout. Structures were also built to immerse fans in the world, with sculptures of dragon’s eggs and the sigil from House of the Dragon placed prominently in the main concourse. 

Moreover, fans were also able to see Westeros come to life on digital screens and interactive augmented reality and AI experiences to see what they would look like if they were in Westeros. The event also featured cosplayers dressed as House of the Dragon characters and even live performances of the show’s iconic music.

In this Top Story feature, we spoke with Benedict Tan, creative director of Talon Creative to discuss the activation’s creative direction, why this campaign relied heavily on storytelling rivalry, as well as stressing the importance of strong partnerships especially for campaigns like this.

A campaign rooted in storytelling rivalry

As House of the Dragon happens before the events of the popular Game of Thrones series, it also relied heavily on the rivalry between the various houses at Westeros. However, it’s worth noting that the challenge to get people to watch the series was due to the fallout of the last Game of Thrones season, as well as mixed reviews on the first season of House of the Dragon.

“As ‘House of the Dragon’ Season 2 fast approached, we were thinking about what the barriers in getting people to watch would be. Didn’t it already have a following? Wasn’t there enough excitement surrounding its return? And then it hit us. Season 8 of ‘Game of Thrones’ received a fair bit of backlash and Season 1 of ‘House of the Dragon;’ didn’t do anything to improve the perception of the Game of Thrones/House of the Dragon universe. The problem was people were starting to lose faith in the franchise,” Tan noted.

Traingoers, as well as as KOLs dressing up as the series’ characters, during the campaign execution

For them at Talon Creative, Tan stated that they decided that the campaign needed to remind people of the lore and wonder of dragons and mad kings. Moreover, they gave people an opportunity to not just immerse themselves virtually, but physically; with tangibility.

Before they were able to launch the activation, he stated that the team had to address several questions.

“As we looked back at the fandom during the Game of Thrones era, we also realised that rivalries drive conversations. Were you team Stark or Lannister? Does Jon Snow REALLY know nothing? Is Khaleesi the one true queen of the Iron Throne?,” he said.

With these questions in mind–and in true Game of Thrones/House of the Dragon fashion, the campaign continued to fuel rivalry between the fans of different houses by adding to the theme of ‘HOTD S2: All Must Choose.’ This then rallied the consumers to pledge their allegiance, whether they are #TeamBlack versus #TeamGreen, alluding to the two factions created from the fraction of House Targaryen.

Outdoor activations still matter for entertainment brands

Despite how many of us are more focused on our digital lifestyles–which includes watching our favourite series or movies online–having campaigns that take you right into the real-world is much more fulfilling, Tan notes.

“Outdoor activations become a platform to solidify or strengthen the bond and affinity of the consumer towards a brand/product/service. You can always tell them what’s good. But it’s always better to demonstrate what’s great. Outdoor activation lets consumers experience it for themselves. Plus, entertainment should be media agnostic,” he said.

In the case of this campaign for Astro’s streaming of ‘House of the Dragon’, Talon Creative worked with MRT (media owner) and Mindshare (media agency) as they helped to amplify the idea into an interactive one at Pasar Seni MRT station.

“[This] allowed consumers to take a piece of memorabilia back with them. Declare your house allegiance at the specially designed House of the Dragon booth, where you can get your picture taken with an interactive iPad that transforms you into a House of the Dragon character and take it home as a memento,” he explained.

Part of the campaign execution as well is the ‘takeover’ of several buildings donning the banners of rivalry between the two factions of the series

Tan also highlighted the importance of key opinion leaders (KOLs) during the activation execution, which included cosplayers who dressed as their favourite character from the series.

“Through our partnership with Mindshare and MRT, we were able to secure a Legion of KOLs to be a part the HOTD universe, rallying their own fan-base to pledge their allegiance to #TeamBlack or #TeamGreen. This ultimately saw fans coming together at the Concourse Area MRT Pasar Seni, for a finale showdown; because All Must Choose!,” he remarked.

For another part of the campaign, the so-called ‘The Finale Showdown’ on August 3 was further amplified via radio announcers – Anne & Zher from Hitz FM, and RD & Q from Mix FM.

Lastly, they had also initiated a series of surrealism contents, which ‘erected’ various flags of #TeamBlack and #TeamGreen, amongst them being in KLCC, and TRX, announcing the arrival of House of the Dragon Season 2.

Impact and advice on the campaign

Launching an outdoor activation at a busy train station like the Pasar Seni MRT had a significant impact, and capitalised on the high foot traffic of around 400,000 people. With the station seeing an average of 800,000 monthly tap-ins from MRT users, the activation reached approximately 50% of this audience, engaging 400,000 participants. 

The activation also featured interactive elements such as photo prints and pledges, which saw 1,467 engagements, while reward redemption drew 555 participants. This demonstrates the effectiveness of leveraging high-traffic locations like train stations to drive awareness and engagement, offering a highly visible platform to connect with a wide audience in real time.

When asked what advice he can give for brands doing outdoor activations, he highlighted the importance of strong industry partnerships.

“Partnerships matter. You can always think of a great idea. But that great idea will die a slow death if you don’t have the right partners to advise and help see it come to fruition. Reach out, speak to people, understand the feasibility early on. And once the right partners are in place, it’ll be easier to execute,” he concluded.

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By taking the fantasy world of Westeros into real-life locations, the activation done by Talon Creative bridged the gap between viewers and the show’s universe, creating memorable, immersive experiences that go beyond the screen. In a crowded entertainment landscape, such activations not only elevate the show’s profile but also create lasting impressions that resonate long after the campaign ends, solidifying viewer loyalty and driving sustained interest.

Vietnam – L’Oréal Vietnam has selected WPP’s Onefluence as its full-service influencer marketing agency under a three-year retainer agreement, underscoring the beauty giant’s dedication to leveraging brand advocacy as a strategic driver for business growth.

Powered by VML’s ClickMedia and GroupM’s Mindshare in Vietnam, Onefluence is a bespoke agency solution designed to elevate L’Oréal’s influencer marketing strategy.

Following a rigorous pitching process, Onefluence secured the win as VML and Mindshare showcased a deep, nuanced understanding of the Vietnamese influencer market, backed by comprehensive audience insights and a strong command of emerging trends.

With a data-driven approach focused on performance management and analysis at every stage, the agencies will collaborate closely with L’Oréal Vietnam to deliver strategic and impactful influencer campaigns.

Additionally, a dedicated team of experts from L’Oréal Vietnam and WPP’s Onefluence, including local and regional specialists, will unite to form the WPP Beauty Tech Lab. This team will work seamlessly across agency-client boundaries to elevate their influencer marketing efforts. 

Matthieu Guerin, chief digital marketing officer at L’Oréal Vietnam, said, “In today’s dynamic landscape, advocacy has become a critical element for success, especially for the beauty industry. We are confident that this partnership will enable L’Oréal Vietnam to strengthen and accelerate our advocacy performance, drive advocacy strategy that connects with consumers in innovative and authentic ways, and drive strong love of our brands.”

Ha Nguyen, CEO of VML Vietnam, added, “We are thrilled to partner with L’Oréal Vietnam, a leader in beauty innovation. By bringing together our expansive capability suite in strategic thinking and creativity with our expertise in innovative technology, we will empower L’Oréal Vietnam to achieve its influencer marketing goals.”

This partnership represents a major milestone for L’Oréal Vietnam, VML, and Mindshare, reinforcing their shared commitment to shaping the future of influencer marketing in Vietnam.

Singapore – Mindshare, in partnership with Teads, announced the results of its connected TV (CTV) campaign for King Living, Australia’s furniture brand. Aimed to connect with a high-end home retail audience to raise awareness of King Living’s mid-year sales promotions, the campaign achieved significant brand recognition amongst Singapore’s working adults. 

By harnessing the power of CTV and digital video, Mindshare delivered a highly targeted and engaging campaign that resonated with the sophisticated tastes of King Living’s target audience.

In close collaboration with Teads, Mindshare developed a comprehensive strategy that seamlessly integrated CTV and digital video formats, creating a truly immersive and impactful brand experience. By combining deep audience insights with cutting-edge technology, not only did they capture the attention of King Living’s target audience but also elevated the brand’s premium positioning. 

The result is a visually engaging campaign that effectively showcases King Living’s luxurious furniture offerings while delivering exceptional results.

The campaign consistently delivered a substantial number of daily impressions, ranging from 708 to 7,155, reflecting the extensive reach achieved within the target market. It also demonstrated strong video engagement, with significant numbers of video starts and high completion rates across all quartiles.

By leveraging Teads’ advanced CTV solutions and Mindshare’s strategic insights, the campaign effectively showcased King Living’s products in a premium, brand-safe environment, enhancing brand perception and driving consumer engagement.

“The strategic alliance between Mindshare and Teads has not only achieved but surpassed campaign goals, redefining the benchmarks for digital advertising success. This partnership exemplifies the power of combining data-driven insights with innovative technology to deliver exceptional results,” Teads said in a press statement.

They added, “By leveraging Teads’ advanced CTV solutions and Mindshare’s strategic media expertise, King Living has solidified its position as a leading premium furniture brand in Singapore. This campaign serves as a prime example of how Mindshare empowers brands to connect deeply with their target audience and drive tangible business growth.”

Kuala Lumpur, Malaysia – With the arrival of HBO’s House of the Dragon’s epic second season, Astro in collaboration with HBO brings the world of Westeros to life in an immersive activation takeover of the Pasar Seni MRT station. The collaboration is supported by Talon Creative, MRT Corp, Mindshare and Durian Events.

Fans visiting the Pasar Seni MRT station will experience a complete takeover with banners featuring the houses and character images throughout. Structures were built to immerse fans in the world, with sculptures of dragon’s eggs and the sigil from House of the Dragon placed prominently in the main concourse. 

For an extra added bit of fun, fans can see the world come to life on digital screens and interactive augmented reality and AI experiences to see what they would look like if they were in Westeros. 

The takeover was launched in an event featuring cosplayers dressed as House of the Dragon characters and even live performances of the show’s iconic music.

Tai Kam Leong, chief sales and marketing officer at Astro, said, “As Malaysia’s leading content & consumer media company, we always strive to bring not just the best of entertainment for all Malaysians but truly deliver unique experiences for Malaysians as well. The world of Westeros is an iconic place and we saw an opportunity to take that experience on screen and turn it into something delightful and unexpected for fans.”

Meanwhile, Benedict Tan, creative director of Talon Creative, commented, “We were fans of the show and the team was really excited to pull that world from the screen and bring it to the fans in real life. And at Talon, we try to see things through a lens of entertainment, and in this instance it was all about creating something special for visitors and fans, integrating the power of AI and augmented reality to bring them into the world.” 

Lastly, Wong Sook Fun, business director at Mindshare, said, “We saw an opportunity to explore a non-traditional media space and to create that bridge between Astro, House of the Dragon and MRT Corp, creating an experience that is unique and memorable for the fans.” 

London, England – GroupM, WPP’s media investment group, has announced its appointment as global media partner of record to international financial services provider Allianz Group to service the account on both a global and market-by-market basis.

In this appointment, GroupM will have full responsibility for Allianz’s full-funnel media strategy, planning, buying, and campaign execution.

Multiple agencies under GroupM will work together to service Allianz Group, with global media and marketing services company Mindshare taking the helm and leading the business globally and in two-thirds of its markets.

On the other hand, the global media, commerce, and content agency mSix&Partners will support Allianz’s business in their main headquarters in Germany, while marketing agency EssenceMediacom will continue to service Allianz in nine international markets where it was the incumbent.

Allianz’s decision to select GroupM and its agencies’ comes down to the group’s ability to coordinate effective and consistent media performance globally while delivering deep market-level expertise to help local teams navigate market-level complexity.

The media investment group is set to handle an account that serves more than 122 million customers in over 70 countries and is operating under a global ‘One Brand Strategy’.

Dr. Christian Deuringer, head of global brand management and marketing at Allianz SE, said, “With the new partnership, we are able to deploy our one-brand strategy perfectly and connect with our customers in an even more relevant way across the entire customer journey. The new set-up combines the strengths of globally managed strategies with tailored roll-outs in local markets. We also expect significant synergies through more standardised processes and performance measurement.”

Adam Gerhart, global CEO at Mindshare, also said, “Millions of people around the world trust Allianz to safeguard their futures for good reason. We’re excited to have the opportunity to help such a respected brand and responsible company harness the power of media to unlock new levels of growth, engagement, and marketing performance.”

Singapore – Mindshare, the media services company that is part of GroupM and WPP, and sustainability platform decarbonising media and advertising Scope3 joined forces to create a bespoke emissions scorecard that helps clients understand the carbon emissions of their digital media campaigns.

The new ‘Mindshare Emissions Dashboard’ will allow Mindshare’s clients to gain near-real-time carbon emissions insight into their digital media activity at both a macro and micro level. It will enable marketers to make informed decisions on balancing the need for greener media with the need for positive business outcomes.

Additionally, the emissions dashboard is also created as part of Mindshare’s ‘Report, Reduce, Remove Initiative,’ which aims to optimise investment for greener choices across the media supply chain while ensuring minimal disruption to business needs. It is expected to report emissions from digital media activity, pioneering emissions reporting tools for brands.

Mindshare has been working with Scope3 to fine-tune the dashboard to ensure that they can put into practice their reduction efforts without compromising on performance.

The creation of the new emissions dashboard comes as the media services company upholds its responsibility to address the impact of its digital media on the environment.

Dhruv Menon, director at Mindshare, said, “By giving marketers a 360-degree view of the carbon impact of their digital media activity, the dashboard enables change-making conversations and discussions with advertising and publisher partners. More importantly, it will also empower media practitioners to make sustainable media buying choices with the goal of eventually reducing 50% of all digital emissions by 2030.”

June Cheung, head of JAPAC at Scope3, also noted that the collaboration with Mindshare to create the Emissions Scorecard was a great example of how Scope3’s emissions data can be harnessed to drive meaningful change.

She shared, “Scope3 emissions data pinpoints exactly where marketers can take simple, yet meaningful, actions to reduce the carbon footprint of their digital advertising. It simultaneously helps the industry more clearly see and defund waste across the ad ecosystem. This type of industry-wide change is only possible if marketers have the tools that allow them to make informed decisions. By being able to access emissions data directly alongside campaign data, like the Mindshare Emissions Dashboard, sustainability is no longer an afterthought; it becomes a valuable lever for improving campaigns.”