Advertiser: Petroliam Nasional Berhad Brand: PETRONAS Creative Agency: - Credits: -
For several years now PETRONAS had produced a campaign specifically for Gawai & Keamatan (harvest festival celebrated in East-Malaysia). However, this campaign did not receive strong traction in Peninsular as it does in Borneo.
Insight, Strategy and the Idea
Travel and food were the two fastest growing content in Malaysia. However, there is no such content on radio. This provided us the perfect platform to excite Malaysians who spend at least 3 hours daily in traffic listening to Radio. What if a West Malaysian was chosen as a ‘travel host’ and be given the opportunity to be part of Gawai & Keamatan in Sarawak and Sabah. WE CREATED THE FIRST RADIO TRAVEL SHOW with the intention of spreading east Malaysia’s festive joy across Malaysia and launched it via 3 phases: RECRUIT THE HOST: We created a contest on HitzFM social media and on-air to find the host as well as be a campaign teaser. THE CREW: The host was equipped with a crew to shoot a travel show with on-ground support from Hitz.FM cruisers. THE JOURNEY: The travel host recorded and shared his journey, from the festivities of Keamatan in Sabah and later jetted off to Sarawak to experience Gawai.
During his journey the host uploaded snapshots of his escapades via: Radio : HitzFM in 3 areas; Central (Peninsular), Sabah and Sarawak with call backs to share on his whereabouts and journey updates. Social Media: FB live & HitzFM Instagram to give viewers a chance to interact in real time. On ground: Cruisers and the host visited selected PETRONAS stations to add more content.
Results and Effectiveness
• Touched 14 million people in West-Malaysia. • 2.4 Million East-Malaysians reached • 155 entries to host the show • 3 hours’ worth of User Generated content • 850 footfalls over 6 PETRONAS stations • PR coverage worth RM 5.8 million • Awareness about the Festival increased by 35% in the post campaign study