Malaysian Media Awards Winners Showcase

The Challenge
How do you launch a new car in 5 weeks? How do you launch a new car with only RM500k? More impossibly, how do you use media to make people open up and want to buy a new Alza that frankly, did not look new?

The Solution – Insight & Idea
In this age where multi-screen planning, programmatic and sci-fi lookalike campaigns are buzzwords of the industry, we went back to the basics. Because whilst human behavior changes, human motivations don’t. According to Nielsen, 92% of consumers believe recommendations from friends and family over all forms of advertising. Our strategy was guided by one insight – Perodua owners would recommend Perodua to others, 22x more than any other car brands (source: CCS) The strategy was to use media to unlock the POWER OF OTHERS to launch Alza.

The Execution
‘Live TV’ = Talk shows? Prime time news? 8 Quickie? B.O.R.I.N.G. We negotiated with Astro to allow us to bring one of Malaysia’s top TV program – Maharaja Lawak Mega (MLM) – out of the studios and onto the streets in front of One Utama – to launch Alza. The ‘first’ in MLM’s history!
1) Malaysia’s #1 ‘live’ TV program, with more than a million viewers every week. Reach – checked.
2) When people laugh, they connect instantly with whatever and whoever they were laughing with – Engagement – checked.
3) For 3 hours, 8 teams competed live in front of audience to be the funniest Alza salesman. ‘Man of the Match’ walked away with the brand new car. Product exposure – checked.

The Results
20,000+ people turned up for the launch, uninvited. The special MLM-Alza episode was watched by 1.5mil viewers. Alza hit Top 10 in Google Trends. #Alza dominated and overshadowed #MLM in the social spaces (Source: Meltwater Buzz) Sales target overachieved by 38%!