Malaysian Media Awards Winners Showcase





2012 | |

How Astro Tutor Invaded Schools And Won Teachers And Students

Advertiser: Measat Broadcast Network Systems Sdn Bhd
Brand: Astro Education
Creative Agency: -
Credits: -

Challenge

Malaysia’s education system wasn’t providing quality learning outcomes for children. Although designed to complement school syllabus, Astro Tutor TV (ATTV) faced resistance from teachers and students because it’s on an entertainment platform. Our challenge is to popularize ATTV as an education aid amongst teachers and students.

Solution
Education quality in schools is appalling; intake has out-grown the classroom capacity-One teacher to 50 students. Affluent parents supplement school syllabus with Tuition, but the large majority have no choice! ATTV is designed to assist exams facing students -Form 3 and 5. But, reaction from Teachers -education on Astro, NO WAY! We got to get into schools to overcome the resistance. With Ministry-of-Education endorsement, we brought ATTV content Live via Mobile Clinics to schools.

Execution
We replicated ATTV on-air content, on school grounds. With the showcase, we appealed to students and teachers that ATTV is here to help students, specifically Mathematics, Science, Biology, Physics and English. ATTV’s program hosts instantly connected with students, with interactive sessions and Q&A. Follow-up queries on Facebook provided interactive tuition. Teachers loved how ATTV made their job easier. To ensure top-of-mind, we negotiated media first Tutor-TV Exam Count Down boards at these schools Free-of-charge.

Results
ATTV achieved 5.7million viewership in 2011. Average grade PMR/SPM reported best results in five years, said Director-General-Education (The-Star,22/3/2012). FB page increased by 100,000 active fans sharing questions, tips and advice. FOC advertising space at 80 schools worth RM4million. Parents expressed appreciation to Tutor-TV and Prime Minister’s endorsement is priceless.