Powerful marketing magic driven by a social cause

How the right strategic platforms make good content great!

This is a classic case of when creative content marketing partners up with media, unleashing the power of story telling beyond the conventional.

Pantene Malaysia’s iconic #WanitaBesi campaign is all about empowering women. While Wanita Besi (iron lady) is a local slur to defeminise Malaysian women, Pantene decided to turn the insult on its head and redefine it as a clarion call for women’s excellence in sports.

Astro partnered with agency and client using this cultural issue to paint a bleak future for Malaysia’s sports with a risk of losing  potential Olympic gold medalists, if women kept dropping out of sports.

Launched on International Women’s Day, the movement encouraged women in Malaysia to take up and stay in sports. Any girl wearing the ‘golden ribbon’ was given free access to any Fitness First outlets for one month during the campaign.

The campaign engaged the nation in a controversial, but positive conversation about sexual inequality in sports. From celebrities, public figures, school girls and the government, it drove a national conversation on TV, print media, retail, mobile and on digital platforms.

…. The campaign engaged the nation in a controversial, but positive conversation about sexual inequality in sports…

By the end of the campaign, they turned the insult into a symbol of strength and empowerment to encourage girls to stay in sports. We let the figures do the talking now…

o  Wanita Besi was trending #1 on Twitter

o  16 million social reach

o 268 million digital impressions

o Over 7 million views on YouTube

The campaign became so viral, even Malaysia’s then Minister of Youth and Sports, Syed Saddiq Syed Abdul Rahman, officially endorsed the campaign on Astro Awani.

Contact the AMS team today and see how your brand can also spark a national conversation.

✭ GOLD EFFIE for Best Influencer

✭ GOLD PR Award for Best Use of Advocates

✭ SILVER PR Award for Best PR-led Integrated Communications

✭ SILVER EFFIE for Best Media Idea

✭  Bronze EFFIE for Best Engaged Community

The 14th Malaysian Media Conference (MMC) is happening on 25 September at the Sime Darby Convention Center and is proud to announce its list of speakers compromising the most influential leaders in Malaysia’s media landscape. Have you registered to join MMC 2020?

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The APPIES is an annual event that presents a rare opportunity for creative, media, digital and marketing agencies or brands to present their best campaigns to the industry.

This is the only event where Live Presentations meets Live Judging.

Similar to TED Talks, The APPIES is the chance for great presenters with outstanding work to show it off to some of the industry’s most important industry leaders.

This year’s winners will receive Gold, Silver or Bronze trophies for 21 categories, and 6 special Best of Best categories (red trophies) that require no submissions!

Campaign entries must have run between June 2023 to May 2024

Submissions Deadline
30th June 2024

APPIES Festival – Judging & Presentations
11th – 12th July 2024 (Malaysia)


Download Event PDF
Submit Entries Here

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