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 incorporated into marketing plan in order to make sure all platforms are consistently branded.

To continue strengthening the momentum, creative content will be crafted daily to fulfill today's trend of constant consumption, experiences and engagement which spans beyond television, and through to radio, social media and on-ground events.