A+M Searchlight: P1 cuts through the clutter

• W1MAX Potong campaign drives W1MAX search term up
• Controversy over Potong reference fuels PR mileage
• Spikes in results correlate to campaign phases
  

For good or for bad, P1's W1MAX "Potong" campaign has certainly been a recent memorable effort. Google Insights for Search data seems to support this theory.

Google results show a spike in the term ‘W1MAX' when the campaign launched virally in mid-September, steadily increasing as the pace of the campaign began to hit stride a month later.

The search term peaked just as the campaign reached full steam in late October and incurred the wrath of Chinese Assembly Hall Wanita chief Alice Lee for a combination of the term "Potong" (cut) and the circumcision suggesting creative.

"It's been phenomenal," Saad Hussein, who is MD and executive creative director of the agency which created the campaign, Creative Juice\Sil, said.

"Every week there has been an article on the campaign," he said on the PR mileage the advertisements have created.

The ads were subsequently pulled down during the week of 2 November to make way for the second phase of the campaign which launched on 6 November, sans references to circumcisions. This could explain the dip in ‘W1MAX' search term in early November and its subsequent rise again in the second week of the month.

The numbers on the graph reflect how many searches have been done for a particular term, relative to the total number of searches done on Google over time.

For this campaign, although there were interactive and online elements, the Insights results are mainly driven by offline marketing activities which include press insertions in major newspapers, TV, and outdoor executions.

Google said the figures do not represent absolute search volume numbers, because the data is normalized and presented on a scale from 0-100. Each point on the graph is divided by the highest point, or 100. When Google does not have enough data, 0 is shown. The numbers next to the search terms above the graph are summaries, or totals.

Note: The charts are accurate at time of publishing.

_________________________________________________________________________________________

More quality Lighthouse titles

Managing people? For HR and leadership strategy, Human Resources has it covered.

Want to get on the right side of the procurement department?
Direct them to Procurement Asia