Lim Wai Yee and Edward Ong

Campaign details

Brand owner: The Star Publications(M) Berhad
Lead agency: Rapp Malaysia
Country: Malaysia
Industry Websites, online services, apps
Channels used: Cinema, Internet - display , Internet - general, Internet - microsites , Newspapers, Online video , Outdoor, out-of-home, Radio
Media budget: Up to 500k

Executive summary

This case study describes how, in 2012, entered the Malaysian online classified jobs market. However, although there were one million jobseekers a month, the top four players had already signed up most of them. The generic but still effective claim of 'bigger is better' (more job listings, members etc) was not one that was available to, given its significantly smaller user base.