Malaysian Media Awards Winners Showcase

Challenge
Dictionaries begin their relationship with consumers who love words and want to improve their vocabularies. Over time, though, consumers lose interest and dictionaries lie forgotten and neglected on shelves. So how could Oxford Fajar re-ignite this love? And how could new lovers of words be brought into the fold?

Solution
So, where do we find logophiliacs*? Where else but straight to the Literature & Book Reviews! Working closely in collaboration with the Section Writers whom are also logophiliacs*, we blended in specially selected advanced words from the Oxford Dictionary to draw attention of their logophiliacs* readers.

Execution
We collaborated with NST whom has a highly credible Literature and Book Review section. Working closely with the Section Writer, we specially selected advanced words from the Oxford Dictionary to be intentionally used and highlighted into the book review of credible Modern Classics. But have no worries – the readers are then presented with the definitions of these advanced words in a created “FYI” space. Tone and manner of execution:easy, igniting curiosity and educational.

Results
Eyeballs reached: close to 220,000 Media ROI of 18X Oxford Fajar was happy with the collaboration, as it synergized with the company’s mission to further excellence in education and knowledge. Re-igniting the love for words & vocabularies = inestimable*