Agency: Entropia, Malaysia
Summary Statement
In 2017, our analysis showed that the giant competitor has cut their adspend across all other mediums, with the exception of Radio. We wanted to win where they are active, with an integrated radio activation that cuts across on-air, online and on-ground. We identified and partnered with Malaysia's highest listenership stations – Era (top Malay station) and Hitz (top English station) to launch Battle of Radio DJs on-ground to launch an integrated approach. For Wonda to break through the advocacy clutter, we thought that the radio deejays should not be just advocating the brands...