Astro: Oh My English – Changing mindsets toward a language
Nisha Roy
Campaign details
Brand owner: Astro Television Network SystemAgency: Naga DDB MalaysiaBrand: AstroCountry: MalaysiaChannels used: Internet – general, Radio, Social media, TelevisionMedia budget: Up to 500k
Executive summary
There has been a downhill trend in the proficiency of spoken English in Malaysia. Astro, Malaysia's satellite-television broadcast network wanted to reverse this trend, especially amongst the youth, by utilizing television as an educational tool.
There were two immediate challenges: one, that education TV had not been received well in...