Malaysian Media Awards Winners Showcase
2010 | Finalist | Best Use of Radio
Advertiser: Malaysia Airlines System Bhd Brand: Malaysia Airlines Creative Agency: - Credits: Sharmin Parameswaran (Senior Manager, Client Leadership), Eileen Ooi (Manager, The Exchange), Norshiha Tahir (Executive, The Exchange), Mohd. Khairi (Executive, The Exchange)
Challenge
Free Seats! Sale! Value! These are some common airline advertising headlines in 2009 due to a weakening economy and increasing price-cutting competition. MAS recognized the importance of First and Business class travelers and needed an alternative communication to strengthen its 5-star, full service propositing amongst these high value customers
Solution
First and Business class seats are mostly taken by individuals traveling for business. With this insight, we flew into BFM’s airwaves, a radio station focused on business and finance. We wanted to create connection, not just push our message to professionals, management and corporate listeners. Working closely with BFM, we integrated MAS messages into valuable content and into BFM’s own advertising campaign. Additionally, we pulled in tourism partners to add content depth and spread investments.
Execution
BFM launched into the market with an exciting campaign playing on its BFM acronym. MAS cleverly mirrored the popular marketing of BFM’s acronym with a contest calling listeners to submit their Best Flying Moments for MAS. Campaign followed closely with Destination Week with integrated content such as interviews with tourism spokesperson, country information capsules and contests to excite listeners. Our substantiated presence with product ads built affinity which led to sales.
Results
Overall contest garnered close to a whooping 10,000 entries over 3 months, generating huge buzz. Campaign brought other tourism boards knocking at our door looking for similar partnerships. MAS’s online sales jumped 29%, with 47% growth per pax transaction.
