2013 | Finalist | Best Use of Radio
Advertiser: PETRONAS Group Brand: Petrosains Creative Agency: Zenith Malaysia Credits: Chan Yuet Wah (Group Planning Director), Ti Eng Lee (Andrew) (Media Manager), Liew Pui Shin (Media Buyer)
PETRONAS-owned PETROSAINS is a science discovery centre focused on interactive learning. During school holidays, we wanted to continue science education, creating reminders to visit PETROSAINS. Science is seen as a difficult memorization of scientific facts. However, Petrosains makes science fun and enjoyable. Could we demonstrate this proposition?
Science education can be viewed by students as boring and difficult. We had to build awareness, and show that science is fun and easy to grasp. We decided to create “science moments of fun” that our listeners could get excited by. Hence, we partnered with REDFM, which had reached amongst urban families & adults. We created “School of Science” with REDFM’s popular announcers Azura & Terry. “School of Science” segments conveyed fun via “live” experiments.
“School of Science” was executed with investment of RM52,000 across multiple, re-enforcing levels o Radio airtime capsules by Azura & Terry: talked about fun facts of science and their experiments o Fun of science: was brought LIVE to listeners, by announcers conducting science experiments in the studio. o Experiments as videos: captured as videos and uploaded to RED FM’s website and Youtube. o Contest: Q&As relating to experiments furthered audience engagement.
Reached a listenership of 225,000 audiences – Petrosains FB fans increase of 26%. – Increase footfalls of 8% in Dec 2012 vs Dec 2011. – Increase in searches for Petrosains by 52% in Dec resulting in website traffic increase by 10%. The sound of science was a hit!