Advertiser: Measat Broadcast Network Systems (Astro) Brand: Astro Mustika Creative Agency: Paragon Credits: Farah Fauzana Zainul Kamar (Senior Executive), Halmy Zahari (Sponsorship Executive), M. Padmanabhan (Business Head)
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Astro Malay subscriber base surpassed 55% penetration rate. Whilst upselling Malay content is the next big opportunity, it has been a struggle especially at semi-urban areas. How do we convert the semi-urban subscribers and get them hooked onto a program from the Mustika package, thus enticing upsell?
Our savior was Anda-Ada-60-Saat (AA60S) game show. AA60S appeals to “Keluarga-Hadhari”, family centric, semi-urban folks who enjoy weekend shopping at malls and hypermarkets. Further insights show that personalized brand activation integrated with participation creates deeper engagement and increases the chances of conversion. Leveraging this, for the first time we took Astro studio public, catching families as they shop and giving them real live experience of AA60S at 14 hypermarket and malls in semi-urban towns.
Sandwich board girls lured shoppers and Astro homegrown personality “Raja-Lawak” (comedy king) acted as one of the POS agent engaging families with easy-to-win challenges using household products. Each of the challenge completed in 60 seconds will win attractive prizes. This created exciting atmosphere as the crowd roars to support their family members. AA60S POS display and branded MPV convoy generated curiosity amongst the weekend crowd, whilst TV promos and radio drove traffic to the venues.
Real hands-on experience was so powerful in creating the engagement. Astro brand ambassadors converted 110% sales on the spot tripling Mustika’s monthly sales. We mesmerized 25,000 participants, creating excitement over 4 weekends. In Malacca, the Chief Minister surprised us with a visit to participate in the game and entertain spectators.