Malaysian Media Awards Winners Showcase

<iframe width=”853″ height=”480″ src=”//www.youtube.com/embed/wsr056OAsyU” frameborder=”0″ allowfullscreen></iframe>

Challenge
It is a fact that the Chinese get more easily sun- burnt compared to other Malaysians. We found through insights studies that focusing on the Chinese to encourage more regular use of sunblock had better yield compared to the mass active lifestyle segment across all races.

Solution
Key insight shows that most Chinese don’t know how easily they can get sun burnt. We’ve seen Chinese women wearing “arm-covers” while driving thinking this will protect them from the sun. Many are not aware that even sitting next to windows can cause pigmentation, darkness and chaffed skin. We created 5 versions of 30sec Sunplay lifestyle tips to demonstrate various everyday scenarios that can easily be fixed with a bottle of Sunplay.

Execution
Variety was essential to make our point so we created 5 versions of Sunplay lifestyle tips showcasing different ways sunburn can occur and creating the emotional needs. Humor was the backbone of the content to emotionally connect with the various Chinese segments hosted by famous celebrity. Sunplay collaborated with Astro Chinese channels, given that these channels generate highest reach to the audience. The content showcased real life experiences which create relevancy for Sunplay.

Results
Our insights were correct. By focusing on a strategy to increase usage amongst the Chinese rather than reaching only the active lifestyle segment, sales grew by 34% against market growth rate of 6%. The partnership with Astro generated tremendous media value estimated at 5.0x ROI reaching 1.16mil of our TA.