Malaysian Media Awards Winners Showcase

2017 | |

Colonizing Screens During Merdeka

Advertiser: Petroliam Nasional Berhad
Creative Agency: -
Credits: -

The Challenge
Just like the fireworks on Merdeka eve, Malaysians look forward to the PETRONAS TVC when August comes. However when it comes to digital, content made for TV does not have strong traction.

Insight, Strategy and the Idea
INSIGHT : 59% users ignore or skip advertisements online. While TV is still strong for TVC, branded content works best for digital. IDEA : What if we evolve our TVC content into a branded content for digital? STRATEGY: In the spirit of Merdeka, we created a dual content campaign that crosses over from TV. Instead of working with a creative agency, we crowdsourced the idea. The netizens created their take on what the TvC means to them. A spinoff video was created and later shared on their social media. The outcome is specially made digital content that will conquer digital space parallel to TV domination.

Media Execution
20 Malaysians from various demographics were recruited. Inspiring personalities from NGO leaders, athletes, musicians, retirees, single parents and people with disabilities who represented the spirit of Merdeka. The TVC spin-off video showed them sharing their wishes for Malaysia. The result was 2 minutes of unscripted, of the cuff, raw and honest wishes for the country. The netizens themselves worked hard to share the video. We used Tv3’s highest rated entertainment and lifestyle shows for reach. OneFM, Hot and FlyFM shared out it on their digital network. Later, Says and PenMerah picked up the content.Free PR buzz was created by the movement as well creating word of mouth.

Results and Effectiveness
• Overall Merdeka campaign reached 11million Malaysians • Campaign impression 88.9million. 13% increase YoY. • A staggering VTR of 67.95% • 13% increase in subscribers considered very high for a non-entertainment/news YouTube channel. • An astonishing 743 User generated content received during the campaign • Free PR worth more than 750,000 and the campaign was covered by all key medias