Malaysian Media Awards Winners Showcase

The Challenge
The overall air freshener category share has been declining, even with high spending during festive seasons. Ambi Pur had to be top-of-mind during this cluttered media period.

Insight, Strategy and the Idea
Raya is about balik kampung which means traffic jams with an average of six hours spent on the road. This was turning from a journey of bonding with family into a “Hunger Games” of getting there. We needed to bring back the spirit of balik kampung, a tradition that binds. Aligning this with Ambi Pur CAR’s refreshing benefit, we built the idea: Refreshkan Balik Kampung. We tied it with an inseparable part of any journey – MUSIC, that was topical and catchy. Music is the travelers’ entertainment of choice, particularly memorably nostalgic Raya songs. We partnered with BUNKFACE, Malaysia’s coolest punk band to remix their popular Raya song: Anugerah Syawal mixed with Ambi Pur’s jingle.

Media Execution
We remixed the song with lyrics related to Refreshkan Balik Kampung. Then, seeded this
branded song in major Malay radio stations via live reads and band interviews on both
their digital and offline feeds. To further the hype and awareness, we asked popular DJs and social influencers to record their own versions of Anugerah Syawal in an epic
showdown. We created an online playlist with a leading online music portal, GUVERA and
webbed it with the rest of its music partners that also have offline radio stations.

Results and Effectiveness
We reached 52% of our consumers within 2 weeks. On an average, each song in
the Ambi Pur playlist was played at least 500 times (total of 20,000 hits) at 43%
average completion rate. 34% of song traffic and 67% of the music video hits
were organic (earned) helping to create top of mind recall which enabled Ambi
Pur CAR’s key SKU’s volume sales to grow by 15% vs past period.