Malaysian Media Awards Winners Showcase





2012 | |

DJs Talk Their Way To Reality Tech-Over

Advertiser: Microsoft (Malaysia) Sdn Bhd
Brand: Microsoft
Creative Agency: -
Credits: -

Challenge
Everyone recognized Microsoft as the category leader but their communication had primarily been B2B. 2011 saw a paradigm shift for Microsoft – the brand decided to speak to the consumers directly. How do we take the giant brand to a level where Malaysians can feel engaged and be affiniated with?

Solution
We know that radio DJs in the country are extremely popular with huge followings and are very influential. We identified the perfect fit to drive the campaign – DJ Ben – a technology enthusiast and blogger with a high appeal among the urban and young target audience. We wanted to use Ben to illustrate the contrast between a highly connected person versus an unconnected one and how the gap can be bridged via Microsoft products.

Execution
Weekly radio segments between Ben and best friend TV presenter Naz took listeners on a journey of Naz’s transformation from Naz’s struggle in achieving work-life balance to Naz’s happy family through Ben and Microsoft. Daily conversations between Ben and co-host, Fabes leading to the radio segments aroused curiosity. The radio segments also invited callers to share the ways technology has enriched their lives. Naz’s transformation was also illustrated parallely via a branded content on TV.