Malaysian Media Awards Winners Showcase

Challenge
Dictionaries begin their relationship with consumers who love words and want to improve their vocabularies. Over time, though, dictionaries lie forgotten and consumers forget their love. And since Oxford Fajar has minimal media budgets, how can we re-ignite this love through cost effective collaborations?

Solution
So, where do we find logophiliacs*? Where else but straight to the Literature & Book Reviews! We negotiated a cost efficient collaboration that will benefit both parties of Oxford Fajar and the media owner, through content. Instead of buying FPFC ads, we worked closely in collaboration with Section Writer by blending in selected advanced words from the Oxford Dictionary to draw attention of their logophiliac* readers.

Execution
Instead of FPFC ads, we collaborated with NST whom has a highly credible Literature and Book Review section. Working with the Section Writer, we selected advanced words from the Oxford Dictionary to be intentionally used and highlighted into the book review of credible Modern Classics. But have no worries – the readers are presented with the definitions of these advanced words in a created “FYI” space. Tone and manner of execution:easy, igniting curiosity and educational.

Results
Eyeballs reached: close to 220,000 With low budget of less than RM10,000 for the entire collaboration, the media ROI was at 18X. Furthermore,Oxford Fajar was happy with collaboration,as it synergized with the company’s mission to further excellence in education and knowledge. Low budget romantic affair with words & vocabularies=inestimable*