Malaysian Media Awards Winners Showcase

The Challenge
Science just wasn’t cool enough! Since 2008, Petrosains the Discovery Centre established by Petronas had launched a nationwide inter-school science show competition but it lacked awareness and excitement amongst our core audience “aspiring school students”. The challenge: HOW DO WE MAKE SCIENCE A PART OF POP-CULTURE

Insight, Strategy and the Idea
Malaysian Kids were thrilled by Arts education because it was hip & trendy. Science Education in schools lacked excitement and relevance to everyday life. On the contrary, scientific discoveries and facts were widely discussed amongst school kids. However, Kids were more interested in knowing facts about things around them like why Mountains in Sabah have a different colour than KL. The agency decided to fuse drama and localisation in scientific education and created the first ever Science travelogue in Malaysia. We shifted the focus to ARTs in science to make it more popular and positioned the content as THE ART OF SCIENCE amplifying the drama that Science creates in our lives.

Media Execution
Our program was carefully crafted with Astro TVIQ, a branded content reality show. Each episode championed the participants themselves where we fused arts with science. We added glamour to the competition and inspired our target audience with the idea of “Zero to Hero” with help of science. Each episode was focused on scientific realities about their state stiring excitement amongst the local kids. Show was broken down into 5 episodes -30 minutes each. We strategically broadcasted the show during the Nov-Dec’16 school holiday season to gain more viewership. We captured every emotion, challenge & hard work that the school students had to go through in the competition.

Results and Effectiveness
• Became the No.1 Science program on Malaysian screens. • Reached a total of 2 million television viewers • A massive ROI of 20.5 • Association with Youth increased by 11% • PETRONAS as an innovative brand went up by 8%