Malaysian Media Awards Winners Showcase

2014 | |

Hunger Strikes Malaysia

Advertiser: SingTel Digital Media Pte Ltd
Brand: HungryGoWhere Malaysia
Creative Agency: -
Credits: MEC Malaysia — Sheley Lim (Associate Business Director), Nicole Ong (Planner),Joyce Yap (Buying Manager); Astro Radio Sdn Bhd — Ariel Sit (Account Executive); SingTel Digital Media Pte Ltd — Florence Tay (Senior Product Marketing Manager), Elizabeth Foo (Marketing Executive)

The Challenge
HungryGoWhere Malaysia, a new online dining guide, had set its goal to become the No. 1 food site and No. 1 food app in Malaysia. This was a tough nut to crack: What ingredients were needed to make Malaysians crave HungryGoWhere and to catapult it to No.1 status?

The Solution – Insight & Idea
For appetizers, we tucked into some critical consumer insights: firstly, that most people only make a decision about where to eat before mealtime, and that hunger pangs spike at specific times of the day. In short, the solution to making HungryGoWhere No.1 in Malaysia was to catch consumers when they were hungriest! Radio airwaves were our pick to make HungryGoWhere Malaysia’s ‘kaki makan’ of choice, and we aimed to use its wide reach and flexibility with time- targeting. And, to really engage with our key audience, we enlisted for the job and leveraged on the station’s 1million listeners, with many residing in KL and Penang – HungryGoWhere’s top two target cities. Radio promos with catchy scripts were brought to the table with’s Morning Crew, and these were run across the station throughout November 2013, driving interest for HungryGoWhere and encouraging app downloads. The real icing on the cake, though, was our time-targeted live reads, which we served during the breakfast and lunchtime slots.

The Execution
Our main course of’s DJ live reads was served at specific times during weekdays, when people were most likely to be considering food options. Their scripts reenacted real-life scenarios (“It’s almost lunchtime, but where to eat?), giving listeners more relevant content and something that they could immediately bite into. However, our required time slots for the live reads (9:30am and 12:00pm) were specific and unavailable on’s regular menu. So, we had this specially- ordered and leveraged on our industry relationship with the station to have it cooked up. Finally, we completed the ‘meal’ with recorded 30-second commercials that contained catchy scripts, piquing the interest of’s listeners and educating them on HungryGoWhere’s presence in Malaysia.

The Results
What a satisfying meal!

  • HungryGoWhere Malaysia became the No. 1 F&B app on iTunes and No. 1 Lifestyle app on Google Play and continued to top the charts for 7 months in a row! Our radio campaign also contributed to the following:
  • Traffic : +112% in Direct Search
  • Food Reviews: +70%
  • App downloads : +1,300%