The following article was contributed by Astro Radio.
The average Malaysian is exposed to over 10,000 pieces of content a day, which means that marketers today really have their work cut out for them if they want to stand out from the crowd. With radio’s ability as a digital multiplier to drive word-of-mouth and discoverability, it is the ideal medium to help brands amplify their message and attract audiences.
The most recent GfK Radio Audience Measurement (RAM) Survey, revealed that Astro Radio – Malaysia’s no. 1 radio network – increased its reach to 16.3M weekly listeners. This demonstrates that radio is alive and strong, and is still highly relevant amongst Malaysians. Part of the reason for this is that amazing brand campaigns are consistently being churned out, by introducing new contextual concepts and engaging content, that is further boosted by a 360° use of media platforms.
Check out these 5 amazing brand campaigns that rocked 2019:
- Personaliti Top ERA Milo
Personaliti Top ERA is the show that discovered big radio names such as Radin and Hani Fadzil. In 2019, together with Milo, the search for the new face of ERA continued. With over 500 submissions via web and Instagram, only 12 made it to the finale. Participants needed to perform various challenges and tasks which included script writing, social media video production and editing, an on-air assignment with ERA personalities as well as an on-ground assignment with Dak Dak ERA, ERA’s on-ground crew. All challenges were designed to integrate and push Milo to create top-of-mind awareness for the brand.At the end of it all, the winner received a sweet a two-year contract with ERA.
2. PEPSI Beraya Sakan bersama SYOK
‘Balik kampung’ has always been the highlight of the Raya festive season. To celebrate the excitement around it and in the spirit of giving, SYOK together with PEPSI gave out Duit Raya of RM10,000 to lucky winners. A customised online quiz was created for PEPSI on the SYOK platform, where participants were given 15 minutes to answer 1,000 trivia questions and the person with the most correct answers wins. The campaign was executed on Malaysia’s number 1 Malay radio brand, ERA, as well as the no. 2 Malay radio brand, SINAR, plus the SYOK website. The campaign was further boosted by English radio brands MIX and HITZ, to push the digital execution on SYOK. The outcome? An estimated 5.8 million listeners heard the campaign and with an amazing 23,000 entries.
3. SYOK-nya Menang Honda
There’s nothing more SYOK than getting a new car. Living up to its name, SYOK and Honda gave away a brand new Honda car to a lucky winner. Participants just need to register on SYOK app or website and complete a slogan. To top that off, 50 lucky participants were also invited to an exclusive event by Honda. The campaign garnered a remarkable figure of 18,000 entries.
4. MY Sitcom: Don’t Play Lah
Boasting a total of 2 million views on YouTube and Facebook, ‘Dont Play Lah’ is a digital extension of the well-known on-air segment on MY, ‘I Want To Test You’. Sponsored by IJM Land, the brand was integrated through a well-written storyline in number of episodes and it was also shot in Bandar Rimbayu, a premier township development by IJM Land. Featuring the 3 main characters – Manager Jie Ying, Secretary Mei and Supervisor Jack Lim, this sitcom depicts the lives of office employees in an advertising agency that is full of antics.
5. ZAYAN Your Home
Ever heard of a radio campaign that gives you a home makeover? That is what ‘ZAYAN Your Home’ is all about. The lucky winner received a new chic and modern living room sponsored by KCC Paint, simply by submitting a photo of the living room with a captivating slogan. The campaign managed to garner over 450 entries and 31,000 views on Facebook.
If you want your brand to rock on radio in 2020, get connected with the best in the business at https://astroradio.com.my/.
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