Malaysian Media Awards Winners Showcase





2012 | |

Last Taboo On Radio

Advertiser: Sports Toto Malaysia Sdn Bhd
Brand: Sports Toto
Creative Agency: -
Credits: -

Challenge
4 digit lotto has been around forever and dominates gaming. When SportsToto launched a new 6 digit lotto we needed something to create awareness and break 4 digit dominance. There is a very strict advertising code that bans all lotto advertising. We needed an impossible is nothing attitude to succeed.

Solution
Chinese punters are number freaks. They see numbers everywhere, accidents, ducks in a pond, birds on a tree, random numbers in everything. We knew they would also see numbers on Radio. We partnered with Chinese radio station and created special TOTO competition with a 6 digit format. Combining classic Chinese musical rhymes with iconic Chinese song about money in our special customized segment, we cleverly made TOTO the new gaming obsession.

Execution
The four minute TOTO segment played Chinese rhymes with a twist. The lyrics incorporated digits with content dear to the Chinese. During the contest segment, the caller will recount the numbers from the rhyme correctly to win cash prize. Segment closed with the iconic ‘money song’ rewritten for TOTO. Here we cleverly built in brand mentions and equated TOTO with MORE MONEY. Listeners were inspired with their own 6 digit numbers. TOTO = MORE MONEY.

Results
TOTO was mentioned on-air and TOTO = MORE MONEY ingrained in the Chinese. Chinese flocked to buy Sports TOTO and the jackpot built to an all time high over RM40mil, 4 times higher than the average jackpot of RM10mil. Campaign continues its run with no complaints from the authorities.