Advertiser: Panasonic Malaysia Sdn Bhd Brand: Panasonic Creative Agency: - Credits: -
The newly wed Malay market is huge but very competitive. How can we help Panasonic’s kitchen appliances build a meaningful relationship with this lucrative segment?
Insight, Strategy and the Idea
The Holy Prophet states “If a woman does not perform her duty as a spouse, she has not done her duty to Allah”. Even though it’s very demanding to be a Muslim wife, she still strives to be perfect in her role. She knows that the way to her husband’s heart is through his stomach, so in order to continuously win him over, she is pressured to up the ante in all areas, especially her cooking. We saw this as an opportunity to provide a little branded assistance by opening her world to “been there done that” role models and created “Petua Perkahwinan”, a series of marriage advice by Malay celebrities to help her in her marriage.
We tied-up with TV program “Resepi Memikat Suami (RMS)” which is a star-studded cooking show featuring celebrity couples, hosted by newly-wed comedian Jihan. It shares and showcases how couples can overcome challenges together. In the program, Panasonic’s ambassador Chef Fazley guides the host and other celebrities couples to prepare meals using Panasonic kitchen appliances. There are special appearances by local celebrities who openly share their daily lives. At the end of each episode, Jihan always ends with a tip on how to maintain relationships with help from smart Panasonic appliances to whip up perfect meals, reduce household chores’ whilst maintaining her vitality and glow.
Results and Effectiveness
• We garnered 2.1million viewers for RMS, 700,000 over our target of 1.4million viewers! • RMS became the highest rated programme within the same time belt across all Malay channels on Astro and the top 3 Malay variety festive programs • Over achieved sales results @ 106%