Malaysian Media Awards Winners Showcase

2014 | |

Celebrity Fugitive Hunt

Advertiser: Celcom Axiata Berhad
Brand: Xpax
Creative Agency: Draft FCB
Credits: Zenith Malaysia — Reuben Lee (Media Manager),Chai Yee Mun (Associate Planning Director), Agnes Yee (Group Planning Director), Siar Siew Ling (Media Buyer)

The Challenge
Prepaid segment remains the battlefield amongst telcos with consumers often confused by the amount of choices. Churn rate remains high as users are not loyal and are driven by prepaid offers. Our task: raise Xpax brand profile to drive engagement, acquisition of new users and retention of existing users

The Solution – Insight & Idea
As our core audience are Youth aged 18 – 24 years old, and research showed that they are: – Outgoing – Highly social – Have strong affinity towards radio, when studying and at play – Influenced by celebrities – Seek material luxury Given the short attention spans of our audience, and their constantly changing tastes, we wanted to have a high impact exciting activity to hook their interest. Therefor our campaign idea: an on-ground celebrity hunt contest where the winner walks away with a RM30,000 prize: a luxury watch. We identified some of the most popular radio stations amongst our audience, to be the anchors of our engagement idea. Thus we chose Sinar, MY and Hitz fm. Our thought was to exploit the radio station’s on air and on ground strength to bring our hunt idea to life

The Execution
We undertook a multi-phase, multi- layer activity, with specific goals for each phase:

  • Organized a weekly on ground hunt with celebrities as a watch fugitive. This ran for 3 weeks.
  • Partnered with the top 3 radio station’s cruisers, with the specific goal to drive their listeners to participate in the hunt.
  • Ran pre-promo on the selected stations, specifically to tease the listeners about what is going to happen in the coming week.
  • Sent radio cruisers on ground at the event venues, in order to release clues to listeners as to who would be the celebrity watch fugitive for that day. This boosted social chatter. To make the event “live” and interesting, the radio cruisers would immediately announce the winners, as soon as they had successfully hunted down the celebrity fugitive

The Results
This campaign was the most successful in the history of radio for telcos in Malaysia. Prepaid Reload increased by a Revenue increase of a stupendous 4.4% The celeb hunt and on-ground event both trended nationwide on Twitter, making this the most talked about activity and exposing it to an audience of almost 3 million users. Twitter followers increased 2,000 within 3 weeks. We successfully halted prepaid churn by 5 %