Malaysian Media Awards Winners Showcase





2010 | |

Teens Rockin’ to the Twisties Anthem

Advertiser: Kraft Malaysia Sdn Bhd
Brand: Twisties
Creative Agency: -
Credits: Chan Wan Lih (Senior Manager), Rahayu Rashid (Manager), Althea Wang (Manager), Hudzaifei Hazmi (Senior Executive), Karen Tan (Senior Executive)

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Challenge
In Twisties’ continuous quest to make the teens’ life ‘Irretwistably-exciting’, our task was to keep them coming back for more in a way that is relevant in their lives. So how can we fascinate these ‘tough to please’ youths?

Solution
Music is their best friend – it’s their constant companion throughout the day and they like music that ‘understands’ them. “Indie-rock” is the “IN” thing right now, as it is a form of expression that reflects their current state in life. We acknowledged this by collaborating with award winning band “Pesawat”, to craft an anthem for Twisties. The song was tailor made to reflect the Irrestwistible brand and the youthful personality of our target.

Execution
We popularized the anthem via radio stations – HotFM, Era.FM, Fly FM and XFM as the first point of contact to introduce and hype up the song with high frequency airplay. The song was also made present on Chart shows and available for listeners to download. We propelled the song to international stardom when “Pesawat” performed it at the LA Indie-Fest Bandung Festival in Jakarta, after which, Ardan.fm, Oz.fm, 99ers.fm, Hardrock.fm played the song as well!

Results
We got the teens beyond Malaysia rocking to the Twisties beat! The song was downloaded: More than 100,000 within less than 8 weeks in myspace, youtube, Facebook & telco’s. It became No.1 in FlyFM’s ‘Campur Chart’ and ‘No.1 indie-rock song in Indonesia, Ardan.fm. We get higher air-play in all local radio!