Media Prima reap Raya season rewards!

26 August 2015

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(Marketingmagazine.com.my) - Media Prima Television Networks (Media Prima) has recently concluded its ‘Syukur Selalu’ brand campaign over the Ramadan and Hari Raya season and the group’s performance hence.

“The achievement validates our Malay segment leadership and our ability to deliver high-quality content. Our Ramadan and Hari Raya programmes connect with TV viewers and extend them onto broader mediums,” said Ahmad Izham Omar, Chief Executive Officer Television Networks, Media Prima Berhad.

“This ability comes from our understanding of the Malay demographic that no other media networks can top. Besides, it also reaffirms a fact – our top-performing TV channels hold a strong influence that is capable of driving impactful engagement across platforms”, he went on to say.

 

Ahmad Izham Omar, Chief Executive Officer Television Networks, Media Prima Berhad.

This is how well they did; TV3 and TV9 maintained their reputation as the No.1 and No. 2 TV channels respectively, reaching over 10 million Malay viewers during the Hari Raya season. Outperforming all 18 other Malay TV stations, both channels dominated over 40.5 percent of the Ramadan audience viewing share on Free-to-Air and Pay TV platforms.

Drama series remained popular among the Malay viewers. TV3 owned the most watched drama slots, including Akasia (4 million viewers), Zehra (3.1 million viewers) and Samarinda (3 million viewers).

This year’s landmark title, Hidayahmu Ramadan featuring Aeril Zafrel and Zara Zya, earned the No: 1 prime time Ramadan drama spot with 43 percent audience share or 3 million viewers. Leading the noon time Ramadan slot was Chef Ramadan that consistently reached over 1.2 million viewers.

The campaign hashtag, #SyukurSelalu achieved a total of 10 million Twitter reach during Ramadan and HariRaya. The music video for the celebration anthem ‘Syukur Selalu’, featuring Dayang Nurfaizah and Black Hanifah, garnered over half a million views on YouTube. Together with its brand partners, Media Prima also engaged over 150,000 fans through on-ground events. These include ‘Bazar Syukur Selalu’ held in Pahang and Johor, as well as ‘Bazar Attack’ in Klang Valley where a team of Vespa riders hit the town to brighten the celebrations.

Enabling effective reach and engagement for brands

Riding on the results, Media Prima also extended significant reach and engagement for its campaign partners. Under the ‘Syukur Selalu’ banner, Media Prima TV Networks collaborated with five Malaysians’ favourite brands namely NESCAFÉ, Coca-Cola, Watsons, Senheng and TOP to develop content and connect with the Malay audience in the most creative ways. 

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Based on TV3’s popular drama, Rindu Awak 200%, a content series created for NESCAFÉ drew over 5.2 million viewers on air and online. Similarly, the Coca-Cola commercial featuring popular stars Elfira Loy and Fizo Omar captured the attention of over half a million viewers in a matter of days.

Watsons Malaysia extended its brand exposure to over 2.6 million viewers by jointly presenting ‘Raya Ni Dah Kahwin’, a sequel to last year’s popular drama series ‘Raya Ni Mesti Kahwin’. The collaboration with Senheng, which resulted in a romantic webisode titled ‘Cinta Karan’ emerged as one of the top five highest views on Malaysia’s No. 1 video portal Tonton.

“Our brand partners have successfully broadened their awareness while engaging audiences in the most cost-effective manner. They managed to deliver content that is compelling to the Malay audience, hence allowing them to tell their brand stories across platforms nationwide”, Izham added. 

 


footnotepic23aug 11sept

 

14 September, 2015 

Grand Ballroom, Sime Darby Convention Centre 

The Next Best Thing is You! 

As creativity embraces a myriad of media possibilities, new skill sets come into play in our borderless world. 

This global gathering of breakthrough thinkers will inspire marketers and the creative community in Malaysia 

to excel beyond the sea of sameness. Marketing communications professionals who want to lead change 

and profit from better creativity will win at this one-day phenomenal event.

KEYNOTE: Tham Khai Meng - Worldwide Chief Creative Officer Ogilvy & Mather, New York 

• Nils Andersson - President & Chief Creative Officer TBWA\ Greater China 

• Merlee Jayme - Chairman & Chief Creative Officer DM9 Jayme Syfu, Philippines 

 • Yasu Sasaki - Executive Creative Director Dentsu Aegis Network/Dentsu Inc.

• Sonal Dabral - Chairman & Chief Creative Officer DDB Mudra Group, India  

• Vinod Savio-  Integrated Creative Director DDB Group/Tribal Worldwide, Singapore 

• Steve Molloy - Creative Director & App Strategist, LOMAH Studios, Sydney 

• Pat Law - Founder of Social Influence Agency GOODSTUPH  

• Steve Lawler - Head of Creative, Kult Magazine 

http://www.marketingmagazine.com.my/index.php/events/286-events-seminars-2015/11107-creative-allstars-2015

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