Malaysian Media Awards Winners Showcase

2014 | |

Pantene Shines in Anugerah Skrin Sponsorship

Advertiser: Procter & Gamble (M) Sdn Bhd
Brand: Pantene
Creative Agency: Geometry Global
Credits: Mediacom Malaysia — Jox Petiza (Content Strategist ), Boon Suat Wei (Senior Communication Planner), Ng Yee Won (Executive, Interaction), Tan Shu Fen (Senior Executive, Implementation), Yuanne Lau (AOR Director), Saurabh Chandrashekhar (Associate Director); Geometry Global — Elicia Wee (Account Director); Buumerangbrandz Sdn Bhd — Tham Kok Jau (Managing Director), Phoebe Tan (Senior Brand Manager); 3Degrees — Beverly Yee (Business Development Manager); GroupM ESP— Liew Chui Ying (Senior Executive)

The Challenge
On its tenth year of sponsoring Anugerah Skrin (ASK), the Oscars of Malay show business, Pantene had to refresh a long-standing sponsorship. ASK remained a viable property but we needed to dial up execution to break the monotony and staidness of Pantene’s involvement.

The Solution – Insight & Idea
Stardom is a strong promise of ASK that is aligned with Pantene’s SHINE equity. TV3, ASK’s home, remains to be the most popular mass channel and also the country’s celebrity powerhouse. Malays love celebrities, but they think they don’t have what it takes to become a star. They want to do it but they need external validation and community acceptance that they can become a star. In the last two years, Pantene organized a Host Search where winners get to co-host on the red carpet during the live event. But we found out that having a host search may have limited hopefuls. In 2013, we just didn’t look for a host, we searched for a TOTAL STAR. Thus, Pantene Star Search was born. We had to show that the stakes are higher and the prizes, bigger. We used ASK as the venue for them to showcase their talent and signed Malaysia’s Brangelina, Awal Ashari and Scha Al-hyaya, not just as the faces of the campaign but also as mentors. We created a story around the sponsorship with The Journey to Stardom culminating in the Moment to Shine with Pantene with two hopefuls winning talent contracts from Media Prima.

The Execution
Sponsorship properties remained but we focused on the story to reignite the partnership. The Journey to Stardom “Do you have what it takes?” We aired TVCs calling for auditions, along with social conversations on celebrities’ Facebook and Media Prima channel pages. We had an on-ground talent search panel composed of industry experts, who travelled across Malaysia. The drama and action were captured and produced into a 30-minute branded entertainment show aired a week before the Anugerah Skrin live show. The Moment to Shine We upgraded the Mentorship by gathering a pool of expertise including the celebrity ambassadors. We leveraged TV3’s talk shows, radio stations, and lifestyle programs for the Top 10 finalists to be immersed into. Media Prima honed the acting and hosting skills of the talents whilst Pantene and other Procter & Gamble products enabled the transformation of the hopefuls through grooming exercises. Two winners emerged and launched as stars on the night of the live show. After being mentored by Scha and Awal, they covered the red carpet and interviewed the stars.

The Results

  • We retained media return on investment levels i.e. 4x the investment
  • Audition participation delivered 43% higher than objective which led to sales uplift in partner stores: MYDIN index 106; Giant index 102(ASO 2013)
  • Sales increased by almost 30% of average monthly sales (vs. the previous quarter).