Title | WORLD'S 1ST HUMAN IPAD THEATRE |
Brand | ASTRO |
Product / Service | ASTRO ON THE GO |
Category | A01. Event & Field Marketing |
Entrant | MINDSHARE MALAYSIA Kuala Lumpur, MALAYSIA |
Entrant Company: | MINDSHARE MALAYSIA Kuala Lumpur, MALAYSIA |
Sales Promotion/Advertising Agency: | MINDSHARE MALAYSIA Kuala Lumpur, MALAYSIA |
Name | Company | Position |
---|---|---|
Sham Van Boonstra-Nasution | Mindshare Malaysia | Project Director |
Jesrina Arshad | Astro | Asst Vice President/Digital Marketing |
Sharmin Parameswaran | Astro | Asst Vice President/Coo's Office |
Liew Chui Ying | Mindshare Malaysia | Activation Senior Executive |
Wong Hon Kitt | Mindshare Malaysia | Activation Executive |
Farah Fauzana | Mindshare Malaysia | Manager |
Carol Chu | Mindshare Malaysia | Executive |
Norshiha Tahir | Mindshare Malaysia | Senior Executive |
Kesevan Balasingam | Mindshare Malaysia | Head Of Esp |
Sheila Shanmugam | Mindshare Malaysia | Business Director |
Paul Jim Cheah | Mindshare Malaysia | Creative Service Executive |
Dayang Haniza | Mindshare Malaysia | Senior Executive |
Haslina Omar | Mindshare Malaysia | Executive |
Halmy Zahari | Mindshare Malaysia | Senior Activation Executive |
Shafneezal Rashid | Mindshare Malaysia | Executive |
Nazreen Hara | Mindshare Malaysia | Branded Content Manager |
Diandra Marie | Mindshare Malaysia | Branded Content Executive |
Enddee Chan | Mindshare Malaysia | Senior Activation Executive |
Edmund Wong | Mindshare Malaysia | Head Of Digital |
To promote and activate Astro On The Go's App available on iTunes and as a URL on any laptop. Client wanted to get as many downloads of the App as possible and increase the awareness to consumers via a unique 1-on-1 basis.
We created a mobile activation that showcased the Astro content on one the devices - the iPad. We needed to show Astro's content in a larger than life and engaging manner to consumers so we decided to be a flashmob with a digital billboard made up of 48ipads. The 48 iPads formed the World's 1st Human iPad Theatre and showed the various Astro content of which after that the 48 iPads would split up and each promoter will have 1 iPad each to showcase the app itself to the consumers who had watched the flashmob and human iPad theatre.
Client was blown away as we they achieved 150,000 App Downloads in only 1 month. This result is a result which the client never expected. During our activation period, the client saw a spike in app downloads.
The iPad is one of the devices that the Astro On The Go app is available on. It would be the most relevant device to showcase the Astro content. The iPad could also be used to showcase the App itself to consumers. Our method of the Human iPad Theatre literally showed how one can watch Astro's content on the go wherever, whenever and anywhere.