Astro Universe Upfront25 Connecting Through Content and Creativity

Astro’s latest event, Astro Universe Upfront25, on 1st October 2024 at the One World Hotel in Petaling Jaya, unveiled a powerful vision for the future of media and marketing – one that aims to empower brands, agencies, and marketers to achieve greater success in 2025.

A case for Content, Creativity, and Connection

The event highlighted the shifting landscape of consumer behaviour in the digital era. While attention spans shorten and content consumption happens everywhere, one constant remains: the power of storytelling.

Euan Smith, Group CEO of Astro, began on a dynamic note, “We are all creators and consumers with a world of content in our pocket.” He noted that those who succeed will be the ones who deliver engaging, relatable content in new, creative ways, and amplify it to a truly integrated audience universe through seamless connections.

“It’s an exciting time for marketing with AI and data redefining consumer behaviour. But, content remains key at the heart of successful marketing – because this is where it all starts.” Euan emphasised that Astro have many proven IPs that have moved the boundaries of consumer engagement.

Beyond reach. The future of Content DNA is about capturing quality attention.

Case in point being Projek: High Council (PHC). With its resonant storyline tackling social issues, PHC has built an amazing fanbase, set new standards for local dramas with 2 billion TikTok views, a 97 million reach on social platforms, 4.2 million viewers on TV and OnDemand, and topped the OD chart with 226 million minutes viewed.

Leveraging this recordbreaking series, Astro created a massive Daebak K Movement for KFC, cleverly integrating KFC’s K-Cheese Crunch into iconic drama scenes, effectively turning local actors into Korean “oppa”. The results were impressive – over 57,000 engagements and a 13% increase in sales y-o-y.

“Our task at Astro is simple. As Malaysia’s biggest and most comprehensive content creator, our mission isn’t just to produce viral hits, but to build lasting, relatable narratives that impact and inspire; narratives that foster long-term relationships between brands and customers,” Euan said while highlighting Astro’s 16 awards at the Asian Academy Creative Awards 2024 – the most national-level awards won.

The power of Creativity to fuel engagement with relevant storytelling

The event also celebrated Astro’s triumphs in local content. Agnes Rozario, Director of Content, reviewed the locallyproduced Sheriff, which grossed RM64 million, outperforming Hollywood blockbusters like Godzilla vs Kong.

This achievement highlights the strength of local, authentic storytelling and Astro’s ability to connect with Malaysian audiences through culturally relevant content. A preview of the upcoming 2025 film Keluang Man, in collaboration with Wonda Coffee, exemplified Astro’s commitment to local talent and creative production.

Event attendee Sandeep Joseph, CEO and Co-Founder of Ampersand Advisory, reflected, “It’s very innovative and demonstrates how brands can leverage multiple platforms to grow. Astro’s success shows that content is something consumers want. While they may be on Facebook or Google, they still seek local content, and Astro should continue to champion it.”

Data unification delivers meaningful Connection across multiple touchpoints

Astro’s vision for 2025 extends beyond content distribution; it focuses on leveraging data to deliver precise audience targeting while preserving the emotional connections of great storytelling.

With the launch of addressable advertising in 2022, Astro advanced personalised, targeted advertising using firstparty audience data. Their next key focus is to unify audience information across linear TV, digital, social media, OTT (sooka), VOD (Astro GO) and digital audio (SYOK) through Astro ID. The goal is to make every channel within the Astro ecosystem addressable, ensuring precise targeting to drive meaningful connections.

Matthew Ho, Managing Director of Astro Media Solutions, explained that their partnership with Kantar Media in unified audience measurement (UAM) has validated the multiscreen approach, showing increased household reach. Studies also show Addressable Advertising boosts future brand consideration.

Moving beyond entertainment

Cherish Leow, Senior Editor and Branded Content Specialist, spoke about the importance of trust in media, with platforms like Astro AWANI offering a credible space for brands to connect with increasingly sceptical audiences.

Astro’s approach goes beyond reacting to market trends. Through its transmedia ecosystem, local content production, data solutions, and collaborations, Astro is leading the change in transforming how brands engage with their audiences.

Syamil Fahim bin Mohamed Fahim, CEO of Nu Ideaktiv, highlighted how Ideaktiv’s media brands resonate deeply with the Malay community at various life stages, and introduced the seeNI app as a lifestyle platform for brands to engage meaningfully with this audience.

The Astro Universe Upfront25 not only underscored the company’s commitment to innovation but also positioned Astro as a key enabler of business growth for marketers and advertisers in 2025 and beyond.

Watch the full presentation.