Malaysian Media Awards Winners Showcase

The Challenge
Panasonic sought to build the young married couples segment, to position as the complete electrical appliance solutions provider for new homes.

Insight, Strategy and the Idea
From the diary of a young Malay lady. Dear Diary… “When I marry the love of my life, I want to be the most beautiful bride, dressed in a beautiful gown with a wonderful wedding reception. My mom tells me a happy husband means a happy marriage. The household must be in order. Cook his favourite food – the sure way to his heart.” Every girl dreams of romance, a wedding fit for a Princess and to live happily ever after. Research validates that once they accept us early into their lives it will be a long lasting relationship. We made dreams come true on Astro’s reality wedding “Pelamin Fantasia” where the winning couple gets the perfect wedding!

Media Execution
Using Panasonic’s “A Better Life, A Better World” as our guiding principle, we crafted 13 episodes and followed the bittersweet love stories of 10 real life couples as they took on challenges they would eventually face once married. Challenges required them to use Panasonic appliances. Panasonic’s ambassador Chef Fazley, guided couples how to prepare meals using kitchen appliances to make quick but delicious meals. Ironing or vacuuming chores became easy, all performed in air conditioned comfort. PanasonicBeauty products made the girls look their best for the photo shoot, with every precious moment captured on PanasonicLumix camera. Love and drama exuded from every episode. Panasonic made the deserved winner’s dream come true with a lavish wedding witnessed LIVE on RIA and Maya.

Results and Effectiveness
Pelamin Fantasia topped its belt with 3.7 million viewers with an extra 1.14 million glued to the LIVE grand wedding. Brand Preference and Consideration increased 45% and 40%. Sales increased 103% Love has moved products from showrooms into happy homes.