|Title||I LOVE U U U|
|Brand||GENTING MALAYSIA BERHAD|
|Product / Service||SKYAVENUE|
|Category||A03. Online: Fiction|
|Entrant||OMD MALAYSIA Petaling Jaya, MALAYSIA|
|Idea Creation||ASTRO RADIO Kuala Lumpur, MALAYSIA|
|Media Placement||OMD MALAYSIA Petaling Jaya, MALAYSIA|
|Production||ASTRO RADIO Kuala Lumpur, MALAYSIA|
|Ng Hooi Leng||OMD Malaysia||General Manager|
|Natalie Ooi||OMD Malaysia||Senior Planner|
|Lim Pek Mei||OMD Malaysia||Planner|
|Cynthia Khor||OMD Malaysia||Buyer|
|Goh Boon Seng||Astro Radio Sdn Bhd||MY FM Breakfast Producer|
|Lim Chiang Hong||Astro Radio Sdn Bhd||MY FM Digital Content Producer|
|Yong Xin Ni||Astro Radio Sdn Bhd||MY FM DIgital Content Producer|
|Nini Lew||Black Poet Production||Director|
|Anthony Ng||Black Poet Production||Assistant Director|
|JY Lee||Black Poet Production||Producer|
|Jack Lim||Astro Radio Sdn Bhd||MY FM Breakfast Announcer|
|Mei Yan||Astro Radio Sdn Bhd||MY FM Breakfast Announcer|
|Jeff Chin||Astro Radio Sdn Bhd||MY FM Breakfast Announcer|
|Jack Yap||Astro Radio Sdn Bhd||MY FM Drive Time Announcer|
|Harminder Singh||Astro Radio Sdn Bhd||General Manager, Sales|
|Justin Fong||Astro Radio Sdn Bhd||Sales Manager|
|Priscilla Yee||Astro Radio Sdn Bhd||Account Executive, Sales|
The creative concept for this campaign takes its lead from online micro movies which is trending with the Chinese entertainment seeking audiences. The micro movies also served to supplement the lack of high quality local productions. We worked with My FM, a station where 1 in 2 Malaysian Chinese tune into daily and where their deejays have a strong traction with the listeners. A new webisode was launched at 10pm every night to capture the Chinese audiences post the primetime television drama slots. A fictional creative agency was created, “Awesome” as the background for the series of online micro movies titled “I Love U U U “. Through the characters in “I Love U U U”, we were able to showcase the diversity of food available the resort.
The ever popular announcers from MY FM were casted in the cast of the 15 episode micro movie. Every weekday at 10pm, a new episode of I LOVE U U U was released on MY FM’s Facebook page and YouTube channel. It was timed to continue once prime time Chinese entertainment ends. Extra content was produced in the form of “behind the scenes” and “the making of” clips. It was imperative to engage with the listeners. Hence, a program was put in place. Listeners were invited to call in to MY FM’s breakfast talk show to air their views on the episode aired the night before. Call in contests were planned where winners won cash and MacBooks! Additionally, the cast of I LOVE U U U promised to do a Talk of The Town challenge whenever views for the micro movies reach a new high.
The first episode of I LOVE U U U garnered 100,000 views which is rare MY FM’s videos. Total views garnered was 2.3million, 150% more than the set target. A survey was conducted. 96% loved the micro movies platform. 85% found I LOVE U U U to be interesting.
Typical food retail communication is menu and price driven. Thus, adding to the clutter without providing any distinction The preferred media is print which allows showing the food and pricing. In order to make the promotion cut thru clutter and engage at a deeper level, an entertainment format was conceptualized. Online and radio to engage the imagination and entertain, delivered via micro movies. The result was a piece of content that engaged the audiences positively. Post campaign research conducted showed that 96% of viewers would like to see more of this.
The strategy was based on the fact that there was a gap to fill for local Chinese entertainment content. To fill this gap, we worked on zeroing in on what is trending with the young. Finding the right partner was imperative and we found a perfect match in My FM. 1 in 2 Malaysian Chinese tune in to My FM and it is the reigning Chinese station in Malaysia. Partnering with My FM allowed us to tap onto the stable of personalities that were attached to the station and who were very popular with the Malaysian Chinese. Many of the announcers have acted in full length movies and thus content developed with them is seen in the same league as full length movies.