Advertiser: MEASAT Broadcast Network Systems Brand: Astro Creative Agency: MEASAT Broadcast Network Systems Credits: Ted Lim (Executive Creative Director), Raphael Ang (Head of Chinese Copywriting), Kimberly Yap (Copywriter), Lee Kah Shing (Art Director), Liew Wai Fun (Business Unit Head), Gyn Gan (Brand Executive), KC Chan (Chinese Copywriter)
Astro wanted to get more Chinese Malaysians to watch its Chinese Channel 311. So in 2010, Astro decided to broadcast selected World cup matches with commentary in Chinese. The trouble was, World Cup promotions were rife and standing out was difficult.
We knew that our Chinese viewers looked for their daily world cup updates on the sports section of their favourite Chinese newspapers. Instead of the usual announcement ad, we came up with a creative media solution. We used clever word plays that fit in the news context to draw readers to what we had to say. These ‘word blurbs’ came across as genuine comments from the football stars.
To pull it off, we bought unique island buys that exploited pictures from the matches in order to make the comments seem real. As part of the layout, readers then were exposed to the message that Astro wanted to get out.
Viewership of Astro’s 331 Channel rose by 368% during the advertised period.