Malaysian Media Awards Winners Showcase





2012 | |

BFM Generating Leads For MAS — Efficiently And Effectively

Advertiser: Malaysia Airlines
Brand: Malaysia Airlines
Creative Agency: -
Credits: -

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Challenge
As a GLC, one of Malaysia Airlines (MAS) task is to uplift the nation’s SME business. But in today’s economic climate, it wouldn’t be wise for MAS to create a platform from scratch. The challenge was to look for a cost effective channel to connect with the SMEs.

Solution
To look for a relevant channel to leverage on their credibility and SME audience reach. Also, this platform shouldn’t be costly and must be hardworking in their sponsorship deliverables. The idea: Get leads efficiently!

Execution
By being the main sponsor for BFM radio station’s 1st ever Enterprise Breakaway event, we created the perfect platform to connect MAS with SME consumers. To showcase Malaysian Hospitality, pre-event delegates received a MAS “boarding pass” invitation to remind them of the event details. Radio spots positioned MAS as an affordable full service carrier for SMEs were broadcasted to drive the target audience to the event.

Results
The 1st ever BFM Enterprise Breakaway event was a rousing success! 30,000 SMEs attended the event. In a short period of time, MAS was able to collect a generous number of leads, contributed to their database for follow-ups. There was an increased awareness and affinity between SMEs and MAS.