MARKETING Magazine Asia

This is what winning partnerships are all about!

Astro’s collaborative work with marketers culminated in a spectacular night of glory for Astro TV when their team and partners bedazzled the crowd at the recent glittery Spark Awards for Media Excellence in Singapore. Together with Beiersdorf, McDonald’s, Fonterra, P&G and OMD Malaysia, the team scooped up 8 awards comprising 2 Gold, 3 Silver and 2 Bronze! These regional victories exemplify Astro’s ongoing obsession with innovative solutions to address ever-demanding market challenges. The winning of Silver for Best Content Team and Bronze for Best Collaboration between Media Owner & Agency with OMD Malaysia, added razzmatazz to the celebration as champagne met campaigns.

Ayam Goreng McD
Award: GOLD
Category: Best Media Solution – Experiential
Campaign: Ayam Goreng McD
Client: McDonald’s

Challenge
How to keep the success crunching on for McDonald’s to become Malaysia’s top fried chicken choice?

Solution
Astro held the advantage by being the main platform for Malay comedy shows. Astro leveraged on the humour by using Malaysia’s well-known laughter generators ‘Sepahtu’ to create different yet relatable consumption occasions to show Malaysians can all share Ayam Goreng McD together.

Results
McDonald’s set new a sales record achieving the highest monthly sales ever in history during their promotion month.

Turn Nivea Into A K-Drama Star In
Award: GOLD
Category: Best Media Solution – TV/Online Video
Campaign: My Coffee Prince Integration
Client: NIVEA

Challenge
NIVEA was trying to break away from superficial fairness and wanted to place emphasis on both outer and inner radiance giving women real confidence.

Solution
Astro launched its first-ever adaption of a Korean drama with the Malay audiences’ fondness for K-dramas in mind. With Korean drama ‘Coffee Prince’ and associating the passion of beauty products among Koreans, MY Coffee Prince was a good match for integration into the campaign.

Results
Immediately after MY Coffee Prince went on air, NIVEA took over the #1 position in major retail outlets (Retailer T).

ASTRO GO BEYOND
Award: GOLD
Category: Best Launch/
Re-launch by a Media Owner
Campaign: Kosong Kosong Dari Hati
Client: Astro Malaysia

Challenge
Attaining high viewership numbers during the Syawal period is extremely important for Astro to boost revenue. Thus, the need arose to excite viewers to consistently choose to watch Astro during the festive period.

Solution
Introduced ‘Raya HD’, a free channel for every Astro subscriber that simultaneously broadcasted 260 top-rated programmes chosen from all Astro Malay channels and aired exclusively for the whole month of Syawal.

Results
Total viewership for Astro increased significantly by 9.1% during Raya 2017 compared to 2016.

ANLENE
#KITALEBIHLAGI
Award: BRONZE
Category: Best Media Solution – Content Amplification
Campaign: #WeAre More
Client: Anlene of Fonterra Brands (M) Sdn Bhd

Challenge
The task was to elevate Top-of-Mind score amongst young adults, change their perceptions and encourage daily consumption of Anlene as a nutritious intake to support life in their prime.

Solution
Astro identified six influencers to carry the #WeAreMore narrative through stories captured in digital video formats showcasing #Morethan just their careers, age and looks.

Results
Internal Sales Uplift (Nov-Jan’18) recorded +24% vs 3 months before the campaign. Uplift in Anlene sales were seen more amongst younger consumers.

GILLETTE
VENUS
Award: SILVER
Category: Best Campaign by a Media Owner
Campaign: Sehalus Venus
Client: Procter & Gamble

Challenge
Shaving is often a taboo subject and many refrain from speaking openly. Malay women often feel embarrassed to discuss it and would rather practice in silence, instead of sharing their experience.

Solution
Astro appointed Malaysian gymnast, Farah Ann to front the campaign as she is well received by the target audience across all segments with minimal risk of push back. Astro pursued efforts to educate consumers through a series of digital capsules featuring Farah Ann to debunk the myth about shaving.
Results
Sales surged by 66% within the first 3 months of the campaign period. The total female razor category recorded double digit growth of 16% within 6 months.

ANMUM
Award: SILVER
Category: Best Media Solution – Digital
Campaign: Hi Mummy Jihan
Client: Anmum Materna

Challenge
Anmum Materna wanted to promote awareness of being the first prenatal milk with “no added sugar” and essential nutrients for pregnant mums to support baby’s growth
and development.

Solution
Tapping into ASTRO’s vast talent pool and strong digital sites, an unscripted vlog series was produced, documenting Jihan and her husband’s journey in providing the proper nutrients for their baby’s development with Anmum Materna by their side.

Results
Within Jan to Mar 2018, Anmum Materna’s market share increased from 64.1% to 65.7% compared to same period last year. The brand achieved 12.5% internal sales volume growth within the campaign period too.