Suri Hati Mr. Pilot

Malaysian entertainment company Astro Malaysia Holdings Berhad promoted the launch of its new TV drama using a mix of social media content and offline events.

Agency: Astro Malaysia

Campaign Strategy

The strategy is to create a TV drama marketing campaign that functions in real-time, and is relatable to the audience in hopes of becoming the talk of the town while capturing the hearts of the Malay audience. The strategy combines all the elements of entertaining content with top influencers in the industry and current issues that are relevant to the Malay society. This campaign would make it imperative that the audience would not miss the content.

The campaign includes all traditional and digital platforms, becoming more prevalent as well as digital platforms are increasingly...

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