Malaysian Media Awards Winners Showcase
2013 | Finalist | Best Use of a Small Budget (Under RM100,000) Excludes Digital
Advertiser: Tune Talk Brand: Tune Talk Creative Agency: – Credits: GroupM — Rita Kalsom (Executive), Umapathi Sundram (Business Lead), Rowena Lee (Manager), Sheila Shanmugam (Director), Enddee Chan (Senior Executive), Halmy Zahari (Senior Executive)
Challenge
Tune Talk needs to build affinity with youth via concerts; But brand sponsor association with concerts’ are low (20%). With three upcoming concert sponsorships in Q1 2012, we’re challenged to elevate post- concert sponsor recall to 60% and be remembered as the telco that brings amazing concerts, all with RM86k.
Solution
We know that youth love their artistes but are wary of sponsor “promos” which they see as a sales “gimmick”. What they really want are priceless experiences that give them bragging rights. We achieved this by organizing “lookalikes” of Jessie J, Far East Movement & Avril Lavigne, the upcoming acts sponsored by Tune Talk. Catching these impersonators “performing” in youth hot spots gave them the ‘bragging rights’ they desired and going viral amongst their network.
Execution
After a nationwide hunt for “lookalikes”, we triggered our celebrity impersonators with the help of screaming fans, brand mascots and production crew at hot spots. Radio stations and bloggers further drove youth to these spots. Excited, they shared their “celebrity” moments on social media. With the truth unveiled, youth were delighted that Tune Talk was bold enough to bring them an exciting experience albeit with lookalike celebrities, winning brand affinity in their hearts and minds.
Results
Tune Talk’s brand sponsor association with concerts jumped from 20% to a 71% average. Concert ticket sales peaked at 93% on average. Fans bombarded Tune Talk social media with requests to bring more concerts! Combined sales with all on-ground activities netted almost 270,000 new subscribers in 3 months.
