Why Guardian decided to give away a house for RM40

Win house Thumbnail


Film done by BBDO and Dan Khoo Productions to promote the grand prize

(marketingmagazine.com.my) – By: Malati Siniah

Guardian Malaysia went big for its 49th anniversary and National Day campaign by giving away a dream home worth RM498,000, 16,666 Air Asia Big Points, Kuvings Slow Juicers, and various other attractive prizes.

The campaign is the brand’s biggest one to date and according to Shirley New Swee Fun, Guardian’s Senior Manager, Marketing & Promotions it was the perfect time for them to run such a big giveaway.

“This year, with all the public discussions about rising prices and the affordability of residential property, we felt it is timely to give back to the community we serve in,” Shirley told MARKETING.
Shirley added that their ‘Double Celebration’ campaign was the brand’s way of giving back and thanking their customers.

The campaign launched on July 28th and will run for two months with promotions running on its social media platforms, print ads, in-store activations and influencer engagement. Main participating brands in the campaign include Bio-essence, Hada Labo, L’Oreal, Maybelline, Nutox and Sunsilk.

Guardian how to win

How to enter the contest.

The contest also marked another first for Guardian as they decided to give customers an option to not only send in their entries in-store but also digitally on Guardian’s Line App and microsite (www.guardian.com.my/winahouse/)

This move according to Shirley was to capture the attention of their new generation of digitally savvy customers. She added that the responses to their contest so far has been very engaging, achieving 20% more entries than what they have forecasted.

Agencies involved in the ‘Double Celebration’ campaign are BBDO, IdotYou and Mindshare.

HANDO speaker

The 5th Malaysian Chief Marketing Officers (CMO) Conference is a full day journey into the minds of some of the sharpest and most inspiring minds in the business.

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More details www.marketingmagazine.com.my/cmo2016

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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)


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