About Avis

• Avis and its subsidiaries operate the world’ second largest general-use car rental at nearly 5,000 locations in the world.
• In Asia, Avis is a leading provider of vehicle rental, vehicle leasing and limousine/chauffeur drive services operating over 230 branches in 19 markets.
• Avis opened its first operation in Asia in 1970 in Hong Kong and grew steadily in the region, with operations launched in Singapore, the Philippines, Pakistan, Malaysia and Indonesia.
• Recently, developments have included openings in India in 1999 and China in 2003.
  

Campaign Objectives

• To help develop Avis Singapore website
• To drive qualified traffic to it
• To increase bookings among travel customers, expats living in SEA looking for inbound or outbound car rental services
  

Approach

• A combination of traditional offline marketing efforts plus online search engine marketing in Yahoo! and also display advertising on specific websites.
• Appointment of PurpleClick, a Singapore-based search engine marketing firm as well as official Ambassador for Yahoo Search Marketing, as the strategist. Every team member in PurpleClick is a qualified Google Advertising Professional.

Campaign Elements

• Targeted search advertising campaign using Yahoo! Sponsored Listings
• Keywords and creatives were created focusing around popular search terms in car rental industry.
• Detailed keywords including both long and short tail keywords so as to reach consumers using a broad number of search terms.
• Traffic coming from various countries will be directed to their own respective countries to increase local relevancy hence facilitate online bookings.
• Avis Singapore website was updated monthly to further enhance user experience and to highlight different promotions.

Results

• Avis’ Yahoo! Sponsor search campaign succeeded in meeting their goals for Southeast Asia Markets with an above-average click-through-rate of 4.6%.
• For certain keywords, the click-through rates was as high as 5% or 6% which means targeted audience found the ads very relevant to what they were looking for.
• Riding on the good results of previous campaigns, Avis expands its online campaign not only to Southeast Asia but East Asian countries, using both Google and Yahoo! platforms.

About Fashion InfoHub

• Fashion InfoHub is a new fashion search portal in Singapore targeting resellers and fashion enthusiasts who use internet to search for suppliers and Fashion News.
  

Campaign Objectives

• To create exposure for new services
• To stand out from the cluster
• To maximize the marketing effort with limited budget
  

Approach

• A combination of Yahoo! and Google online search engine marketing targeting the local search users.
  
• Appointment of PurpleClick, a Singapore-based search engine marketing firm as well as official Ambassador for Yahoo Search Marketing, as the strategist. Every team member in PurpleClick is a qualified Google Advertising Professional.
  

Campaign Elements

• Targeted search advertising campaign using Yahoo Sponsored Listings and Google Sponsored Links.
• Keywords and creatives were created focusing around popular search terms in the fashion industry.
• Detailed keywords including both long and short tail keywords so as to reach consumers using a broad number of search terms.
• Google Analytics function was adopted to keep track of the traffic sources, pageviews, audience profile, etc.

Results

• The online search campaigns helped generate more enquiries for merchandise supplies for Fashion InfoHub’s listed clients.
• With the help of Google Analytics, Fashion InfoHub was able to understand the target audience more and thus PurpleClick helped finetune the marketing strategy accordingly.
• Due to the encouraging result from the campaigns in the first half of 2007, Fashion InfoHub decided to renew the contract with PurpleClick.

About KLM

• KLM Royal Dutch Airlines is an international airline operating worldwide, merged with Air France in 2004. 
• KLM is a member of SkyTeam, one of the three global airline alliances. With 10 members as of April 2006, SkyTeam is the second largest alliance by market share. KLM is thus a key player in a strong global alliance that has important positions in North America, Europe and Asia.
• KLM Group operates a modern fleet of 194 aircraft and has a workforce of 32,555. Operating revenues for 2006 | 2007 amounted to € 7,698 million and operating income to € 616.

Campaign Objectives

• To target more accurately
• To drive qualified leads to KLM website
• To increase bookings amongst travel customers
  

Approach

• A combination of Yahoo! and Google online search engine marketing, with Yahoo! targeting Singapore and Indonesia, and Google targeting New Zealand respectively.
  
• Appointment of PurpleClick, a Singapore-based search engine marketing firm as well as official Ambassador for Yahoo! Search Marketing, as the strategist. Every team member in PurpleClick is a qualified Google Advertising Professional.
  

Campaign Elements

• Targeted search advertising campaign using Yahoo! Sponsored Listings and Google Sponsored Links.
• Keywords and creatives were created focusing around popular search terms in traveling industry.
• Detailed keywords including both long and short tail keywords so as to reach consumers using a broad number of search terms.

Results

• The results were highly measurable.
• Shortly after the search engine marketing started in 2006, the traffic to KLM’s website had increased by 15%.
• This year, KLM is allocating 20% more advertising budget, totally 50% of the budget, into search engine marketing.