Brands Join Forces with Media Prima to Win Malay Audience

14 July 2015

(Marketingmagazine.com.my) - 

Gearing up towards this year's Hari Raya celebration, some of Malaysians' favourite brands including NESCAFÉ, Coca-Cola, Watsons, Senheng and TOP have collaborated with Media Prima to develop creative content to connect with the Malay audience.

These campaigns spread across the network's leading multi-platform channels, allowed brands to reach over 5 million daily viewers on TV3 and TV9, 4.7 million online subscribers on Tonton, 3.5 million followers on social media channels, 4.4 million readers on Harian Metro and Berita Harian, 2.7 million radio listeners on HOT FM and 500,000 fans at an on-ground event, Karnival Jom Heboh.

"Engaging content often comes from the ability to tell a compelling story to your audience. We have spent years listening and responding to the Malay audience and producing entertaining programmes that inspire and evoke their emotions," said Ahmad Izham Omar, Chief Executive Officer Television Networks, Media Prima Berhad.

NESCAFÉ

Together with Media Prima, household coffee brand NESCAFÉ has created a branded content based on TV3's super hit drama Rindu Awak 200%. Featuring the popular Zul Ariffin, the drama is set to make a comeback as a spin-off telemovie this Raya. The content is amplified on social media and online channels of TV3 and NESCAFÉ. Approaching the celebration with a powerful message on expressing gratitude, NESCAFÉ has also released a Raya brand advertisement starring international award-winning actor, Nicholas Saputra.

Coca-Cola

In effort to tighten family bonds, Coca-Cola presents a heart-warming commercial featuring Fizo Omar and Elfira Loy. Conceptualised and co-produced by the creative minds at Media Prima TV Networks, the commercial is also part of a broader integrated campaign that Coca-Cola runs together with Media Prima.

Watsons Malaysia

Watsons Malaysia together with TV3 has jointly created a drama series entitled 'Raya Ni Dah Kahwin', a sequel to the popular 'Raya Ni Mesti Kahwin' that drew over 1.5 million viewers last year. Leveraging TV3's massive following and position as the No. 1 drama channel in Malaysia, Watsons also takes the opportunity to deepen engagement on mobile through WeChat, offering viewers a chance to win prizes.

Senheng

The collaboration with renowned electrical chain store, Senheng takes the form of a romantic webisode titled 'Cinta Karan', exclusively produced for the brand and presented on Malaysia's No. 1 video portal, Tonton (www.tonton.com.my). The eight-minute short story features casts from popular hit series Rindu Awak 200%, Zul Ariffin and Ayda Jebat.

To optimise fan engagement and experience, Senheng has also launched a microsite to house 'Cinta Karan' and all associated content on Tonton's video portal.The dedicated site is accessible throughout the month for viewers to catch up on the latest episodes, bloopers, scoops and trending posts, including a virtual set by Senheng where fans can relive the characters in an immersive digital experience.

TOP

Malaysia's leading detergent brand TOP has invested in a full brand activation campaign with Media Prima, which includes the 'Gaya Raya Yang Paling Top' contest that is promoted across TV3 and TV9 social media, as well as the entertaining morning talk show, Nasi Lemak Kopi O. TOP is also sponsoring a wide range of customised Raya greetings, featuring Media Prima celebrities and TV personalities to welcome Ramadan and Raya with great enthusiasm.

These campaigns are aligned with the diverse mass Malay demographic and psychographic profiles to enable brands to target and connect with the right audience. These collaborations also represent a key part of Media Prima's annual Ramadan and Raya campaign. Entitled 'Syukur Selalu', it encourages Malaysians to discover the pursuit of real happiness through gratitude.


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