Agency: Media Prima Television
Negeri Sembilan, Melaka, Kedah, Perlis, Perak, Pahang and Terengganu are rural states in Peninsular Malaysia.
Out of a combined Peninsular Malaysia population of 18mil, these rural states populated with 8.9mil people.
Media Prima plans to introduce several original drama series catering to the same market.
Dramas are popular in Malaysia, and every studio worth its salt churns them out on a regular basis.
Shows are usually promoted by via trailers and interviews/ stories in relevant media.
How can we make ours stand out?
From experience, we knew that first-time viewers tune in thanks to the stars. They stay because of the stories.
What if we promoted the stars instead?
Putting celebrities front and centre of your campaign is nothing new, of course.
Hollywood has been doing it for years.
Unlike Hollywood however – where you only get to meet the stars at movie premiers – we decided to bring celebs and their fans together on home ground – at their own kampungs (village)!