ROADKINGPS Promo, Case study GOOGLE EARTH by Naga DDB Kuala Lumpur

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Industry Software & Multimedia Productions, SaaS
Media Promo & PR, Case study
Market Malaysia
Agency Naga DDB Kuala Lumpur
Art Director Danny Chin
Copywriter Ted Lim, Davina Chan, Raymond Ng
Typographer Farrah Bianca, Sharin Shazlina
Released September 2009

Credits & Description

Category: Best Use of Online Advertising
Product/Service: ROADKINGPS IDRIVE Z430
Date of First Appearance: Sep 1 2009 12:00AM
Entrant Company: NAGA DDB/RAPP , Selangor, MALAYSIA
Entry URL:
Executive Creative Director: Ted Lim (Naga DDB/Rapp)
Art Director: Raymond Ng (Naga DDB/Rapp)
Art Director: Farrah Bianca (Naga DDB/Rapp)
Art Director: Danny Chin (Naga DDB/Rapp)
Copywriter: Raymond Ng (Naga DDB/Rapp)
Copywriter: Sharin Shazlina (Naga DDB/Rapp)
Copywriter: Davina Chan (Naga DDB/Rapp)
Copywriter: Ted Lim (Naga DDB/Rapp)
Designer: Farrah Bianca (Naga DDB/Rapp)
Web Designer: Raymond Ng (Naga DDB/Rapp)
Web Designer: Sharin Shazlina (Naga DDB/Rapp)
Web Designer: Farrah Bianca (Naga DDB/Rapp)
Web Designer: Davina Chan (Naga DDB/Rapp)
Programmer: Remi Helmay (Tribal DDB)
Programmer: Maharis Azman (Tribal DDB)
Illustrator: Farrah Bianca (Naga DDB/Rapp)
Illustrator: Sharin Shazlina (Naga DDB/Rapp)
Typographer: Farrah Bianca (Naga DDB/Rapp)
Typographer: Sharin Shazlina (Naga DDB/Rapp)
Media placement: Digital - Google Earth - 01/09/2009

Results and Effectiveness
Web design, development and hosting costs: $0. The emails we sent were eventually forwarded around, hence increasing traffic to our Google Earth findings. As a result, enquiry rate from potential buyers also jumped to 31%.

Creative Execution
THE CREATIVE MEDIA SOLUTION: We turned an existing application into a medium nobody expected: Google Earth. Using Google Earth, we demonstrated how you could find anything, anywhere with RoadKinGPS. To get people to Google Earth, we sent emails containing attachments with intriguing messages. These emails led people to fascinating discoveries like a Swastika-shaped building and even a note from God written in the mountains of Idaho, which read, 'Jesus Loves You.' Each discovery had a placemark, which was linked to other interesting findings all over Google Earth. So, you can be sure that if it's out there, RoadKinGPS will find it.

Insights, Strategy & the Idea
CHALLENGE: RoadKinGPS is a new player in a crowded marketplace of GPS brands. To stand out, we moved out of the traditional media and placed our ads where we could demonstrate RoadKinGPS's capabilities.