Malaysian Media Awards Winners Showcase





2011 | |

The Amazing Race Asia drives Awareness and Brand values across Asia

Advertiser: AXIATA Group Bhd
Brand: AXIATA
Creative Agency: M&C Saatchi
Credits: Chan Yuet Wah (Senior Planning Director), Shoniya Nair (Media Planner), Belinda Chin (Media Manager)

Challenge
A fairly new brand across Asia, it is crucial for AXIATA to strengthen its regional awareness and brand proposition of “Advancing Asia”. AXIATA needed to find a spot-on property to spring board their brand awareness and linkage to their Operating Companies across Asia region.

Solutions
We found that in The Amazing Race Asia (TARA) – a well known Race reality program that is all about Asia and going beyond limits. The Race consisted of teams who strived beyond limits to achieve excellence which is a exact reflection of what AXIATA is about. And to ensure AXIATA’s essence was clearly demonstrated, customized challenges, vignettes with Racers, sales events were activated.

Execution
High regional exposure on-air package and exciting on-ground events using the TARA platform to excite the consumers. Customized challenges embedded into the Race trail that pushed AXIATA and its operating brands to the viewers. Customized “Connectivity” Vignette intertwining the Racing Teams to our Opcos Brands. Catching on the latest social media trend, a foursquare contest for Axiata OpCos, whereby audiences were encouraged to check in at Opcos outlets to win exciting prizes.

Result
The sponsorship of The Amazing Race Asia enhanced AXIATA’s blueprint successfully. *Brand recall increased significantly across all 5 key markets with the highest score in Indonesia, Malaysia and Sri Lanka. Excessive media mileage was generated and gave the brand incredible buzz across the region.