How Astro Radio and its partners swept up 5 Sparks Awards

From left: 
Joanne Gan Pek Hua Assistant Brand Manager, Chuan Hin Sdn Bhd (subsidiary of Spritzer Bhd), Jocelyn Mah General Manager Sales, Astro Radio Harminder Singh Group General Manager Sales, Astro Radio Datuk Jake Abdullah Chief Executive Officer, Astro Radio Wendy Yaw General Manager Sales, Astro Radio Santharuban T. Sundaram Vice President, Marketing, Etika Abdul Rashid Musa VP of Sales & Marketing, Proton Simon Foo Country Manager, Sony Pictures.

For the second year running, it was a clean sweep for Astro Radio in the “Best Media Solution (Radio)” category at The Sparks Awards in Singapore on 17 August 2018. Bagging Gold, Silver and Bronze in the Radio category reinforced Astro Radios position as a leading regional radio content powerhouse. It was also awarded two Bronze trophies for the “Best Media Solution (TV/Online Video)” and “Best Event by a Media Owner” categories, which clearly demonstrates is cross-platform capabilities.

1. HITZ Jumanji VR Challenge
    Client: Sony Pictures
    GOLD in THE Best Media Solution (Radio)

Objective

Sony Pictures needed to find a way to market their original film Jumanji: Welcome to the Jungle.

Solution

Astro Radio utilised a gaming platform that gains fast traction amongst gamers: VR (Virtual Reality). HITZ embarked on a campaign where fans were invited to take part in a co-op VR gaming challenge.

Outcome

Jumanji: Welcome to the Jungle was a roaring success locally, proven by the fact that it grossed RM57,382,497 in the Malaysian box office, making it the highest-grossing film in Malaysia of 2017.

2. ERA & HITZ Wonda Sales Superstar
    Client: Etika
    SILVER in the Best Media Solution (Radio)

Objective

Wonda Coffee wanted to create a brand story that provided a course of action that led to increased sales.

Solution

Etika worked with Astro Radio to come up with the Wonda Sales Superstar campaign that ran across ERA and HITZ targeting mass youth.

Outcome

In just 5 days, ERA and HITZ sold over 8,500 cans of Wonda Coffee and gave away over 4,000 movie passes at 30 Petronas petrol stations. On radio, the Wonda Sales Superstar campaign reached over 3.9 million Malaysians.

3. Be MY
    Star 2.0
    Client: MOMAwater 
    BRONZE in the Best Media Solution (Radio)

https://www.facebook.com/xiaoMY/videos/10155659927212569/

Objective

MOMAwater, an East Malaysian bottled water brand, wanted to run a campaign that would appeal to a young target market.

Solution

Astro Radio focused on giving the younger audience a platform where they could be the best version of themselves. This is how the MY Be My Star campaign came about, i.e. a talent search where the winner was offered a contract with MY as well as a cash prize and a trip to Japan.

The MY Be My Star talent search ran on a high frequency radio campaign with an average of 3 campaign hits an hour between 6am to 12pm daily for 5 weeks. Astro Radio also inserted MOMA into one of the challenges in which contestants had to imagine that they were the spokesperson for the brand and create a promo video for it.

Outcome

An estimated 207,000 MY fans heard the campaign an average of 16.2 times each during the campaign period. This reach was further extended to audiences in Sabah and Sarawak.

4. Lost without you
    Client: Spritzer
    (Bon Rica) 
    BRONZE in the Best Media Solution (TV/ Online Video)

Objective

Spritzer was looking to build product and brand awareness for their health beverage Bon Rica in an impactful and engaging way. Seeing its target audience was similar to MY’s fan base, the pair made a perfect fit.

Solution

Astro Radio tailored a bespoke web series using celebrity MY announcers to champion the health beverage. MY’s “Lost Without You” web series incorporated a interactive storyline where the audience was prompted to guess what happens to the characters in the next episode. Bon Rica bottles were cleverly woven into the storyline of the web series.

Outcome

According to a survey, an estimated 3.52 million MY fans were exposed to the campaign on radio an average of 66 times each.
On Facebook, the campaign reached over 8.4 million people and received over 66,000 engagements. The 15-episode web series garnered over 2.4 million views across YouTube and Facebook.

5.  Raya 
     Proton
     Client: PROTON
     BRONZE in the Best Event by a Media Owner

Objective

Leading up to the Ramadhan-Raya festive period, Proton tends to receive a higher number of visitors at their showrooms. Proton wanted to find an effective way to keep visitors engaged with its brand at service centres while creating positive conversations around Proton, in line with its branding campaign “”Cuba Dulu, Baru Tahu” (You won’t know until you’ve tried).

Solution

The campaign featured HITZ announcer Jay – an American who just moved to Malaysia – experiencing a Malaysian Ramadhan-Raya for the first time with the help of Jaa from ERA. Proton’s product was seamlessly incorporated into the content as Jaa drove a Proton car back to his hometown.

Outcome

Over 18 million Malaysians tuned in on radio to follow Jay and Jaa’s exploits across ERA, HITZ and SINAR, with over 4.3 million watching the duo on popular talkshow segments Meletop, Motif Viral, H!Live, CCTV, as well as news channel Astro Awani.

On Facebook, the campaign reached 6.8 million users and the events held at the Proton showrooms saw an encouraging turnout, with crowds reaching up to 150 visitors per venue, with a significant increase in the rate of on-location test drives. Sales for Proton cars peaked significantly and interest in their new car models grew throughout the campaign period.

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