ASTRO AND KARANGKRAF NAVIGATE MALAY MAZE IN NEW MALAYSIA WITH NU IDEAKTIV - Marketing Magazine
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ISSUE 224/// END-JULY 2018
ASTRO AND KARANGKRAF
NAVIGATE MALAY MAZE
IN NEW MALAYSIA
WITH NU IDEAKTIV
DATO’ (DR) HUSSAMUDDIN YAACUB
Chairman & Group MD
Kumpulan Media Karangkraf
NORFUZIANA AHAMED AKA FUZI T H CHONG
General Manager Group Director
Media Sales Development, Astro Astro Media Sales
ISSN 1985-5575
00224
9 771985 557001
KDN NO. PP15776/03/2013 (033405) RM3.50
2 ISSUE224END-JULY2018
When Astro, South East Asia’s top cross-media
organization, with direct-to-home satellite TV services in
ASTRO’S COM
INGREDIENTS
Malaysia, Brunei, Singapore, Indonesia and other parts of
the ASEAN region, collaborates with another brand that
is seeking communications solutions, the partnership
gives desired results. The effectiveness of the campaign
is amplified and the brand’s inherent strength also stands
leveraged, driven by Astro’s strategic content input.
AYAM GOREN
The fifth case study in the ‘Winning Partnership Series’
discusses how Astro leveraged on its strong platform to
push Ayam Goreng McDonald’s as the top fried chicken
contender.
AYAM GORENG McD LEVERAGES ON MALAYSIA’S LA
THE crunchy sound of the sales and position Ayam Goreng to dominate social media. mind with consumers especially chicken consumers in Malaysia
crispy, hot Ayam Goreng McD McD as one of the top leaders The Ayam Goreng McD had a during year-end celebrations. are the Malays and Astro’s
has fired the imagination of in the fried chicken category in very successful campaign in In terms of market share, advantage is their strong base
Malaysians. The well-known Malaysia. the middle of 2017. However, KFC and McDonald’s have of Malay audience with 93%
commercial without absolutely McDonald’s Malaysia closed the challenge faced was how always had a neck and neck household penetration. Astro
any voiceover, just accompanied 2017 with a +25% sales growth to ensure Ayam Goreng McD race for the top position. took a cue from ‘celebration’,
by the sounds of crunching versus 2016. The increase in as the preferred choice for However during the campaign interpreting it into happiness
has been winning over the sales was considered to be an year-end occasions such as period, McDonald’s claimed the and laughter. It also holds an
taste buds of Malaysians who amazing growth especially in a gatherings, reunions and first position. advantage by being the main
know their fried chicken well. market situation where most parties. platform for Malay comedy
However, the challenge was how food & beverage players in the CONSUMER INSIGHT shows. Astro also owns a few
to keep the success crunching industry were reporting flat MARKET Year-ends were special of the most prominent comedy
on for McDonalds to become results to negative numbers. Kentucky Fried Chicken times when families and people franchises with Sepahtu
Malaysia’s top fried chicken (KFC) has always been the unite for memorable gatherings Reunion being one of the most
choice? CHALLENGE main player in the fried chicken and parties. influential and well-received
McDonald’s Spicy Ayam category. McDonald’s year-end programmes.
OVERVIEW Goreng took the nation by campaign aim was to increase STRATEGIC FIT FOR ASTRO Astro has previously
The marketing objective of storm, thanks to its brave viral their market share by being & CLIENT: produced a string of high rated
McDonald’s was to increase advertisements that continued the first choice that came to One of the major fried comedy shows with a strong
ISSUE224END-JULY2018 3
ASTRO WINNING
MEDIC
PARTNERSHIP SERIES
end, the entire recording
studio including audience were
presented the opportunity to ... THE VERY
share the delicious crunch of
ACTION OF
S SPICE UP
Ayam Goreng McD together.
CONTENT STRATEGY EATING A HOT,
SEPAHTU
JUICY, CRUNCHY
Sepahtu Reunion Live
Show integration by serving
AYAM GORENG
NG McD!
Ayam Goreng McD to the live McD IS THE
audience. The Sepahtu reunion
is a live comedy sketch show that PERFECT TRIGGER
featured the comedic Sepahtu
gang and weekly guests to share FOR CONSUMER
various funny stories on stage
to the audience. The Sepahtu CONSUMPTION.
gang was originally the winners
of Astro’s Maharaja Lawak Mega
BY WEAVING THE
AUGHTER GENERATORS FOR A COMEDIC TWIST reality series. Ever since then,
their comedic career took off
AYAM GORENG
from being radio dj’s and actors McD SEAMLESSLY
to renowned comedians.
During the Sepahtu Reunion INTO THE
episode featuring McDonald’s,
the incorporated theme was STORYLINE, IT
family reunion and gatherings.
The notion of celebrations and SHOWCASED HOW
gathering was brought up at
the end of the episode when
THE PRODUCT
the casts served Ayam Goreng
McD to ease the situation, thus
IS LOVED BY
making it a happy moment for EVERYONE...
everyone.
BRANDED CAPSULE
Three branded capsules
featuring Sepahtu were ran on
Astro’s Malay channels to reach
maximum frequency:
The first capsule showcased
how Ayam Goreng McD helps
ease an awkward situation in
the office and how it connected RESULTS
colleagues together.
The second capsule CLIENT SALES
showcased how Ayam During the duration of this
Goreng McD played the campaign, McDonald’s staked
role as a catalyst in easing first position. An increase in the
misunderstanding between market share was also observed
two teams at the football field. as McDonald’s sales had
The simple crunch of the Ayam increased by 59% versus base
Goreng McD brought friends after the campaign.
smiling together after a tense McDonald’s set new sales
competition on the field. records achieved the highest
The third capsule monthly sales ever in history
showcased that a birthday during their promotion month.
party is simply not complete
without the presence of Ayam MEDIA DELIVERABLES
Goreng McD. The Sepahtu Reunion
capsule reached 241 spots, 7
CREATIVE TREATMENT: million viewers (total individuals)
The very action of eating and 6.7million (Malay viewers).
following. Examples: SOLUTION occasions - reunions/ a hot, juicy, crunchy Ayam In total, the Sepahtu Reunion
• Maharaja Lawak Astro leveraged on the reconciliations/ Goreng McD created the programme garnered 4.6 million
Mega with 4.9 million humour and comedic approach celebration/ parties perfect trigger for consumer viewers.
followers by using Malaysia’s well-known • Integrating Ayam consumption. By weaving the Within a short period of time,
• Super Spontan 2017 laughter generators ‘Sepahtu’ Goreng McD in the Ayam Goreng McD seamlessly McDonald’s was able to achieve
with a 4.3 million reach to create different yet relatable Sepahtu Reunion Live into the storyline, Astro maximum impact with target
• Gegar Lawak 2018 with consumption occasions to Show. showcased how the product audience of Malay consumers
3.9 million reach and show Malaysians can all share is loved by everyone. This while cementing the association
• Sepahtu Reunion Live Ayam Goreng McD together. ASTRO’S STRENGTHS in return creates a fear of of consumption of Ayam Goreng
2017 clinched 4.6 The product was positioned Astro strategically missing out (FOMO) leaving McD with year end gatherings
million followers. at all times as a good time positioned customized capsules consumers eager to get their and reunions resulting in great
catalyst, the perfect ice breaker of the Sepahtu comedic gang hands on the chicken as well. sales.
OBJECTIVE at reunions, in rekindling consuming Ayam Goreng McD
The objective was to relationships and of course, via TV spots.
increase sales growth and reconciliations. Besides that, Astro BRAND ALLIANCE
position Ayam Goreng McD leveraged on Sepahtu Reunion
as one of the top leaders in
This was demonstrated
through two forms of execution: Live Show’s storyline to bring ASTRO-McDONALD’s
the fried chicken segment in • Branded capsules up the idea of sharing a box MEDIA AGENCY: OMD
Malaysia during the year-end. depicting different of Ayam Goreng McD. In the
ISSUE 224/// END-JULY2018
COVER STORY DIALECT MARKETING
PRECISION MALAY
MARKETING 11
WHY DIALECT MARKETING IS
ABOUT TO EXPLODE
European explorers once called Malay the ‘lingua franca’ of South-
East Asia, rivaling Latin in Europe or Arabic in the Middle East.
From Madagascar to the southern Philippines, Malay became and
remains a crucial expression for millions of people, from highest of
royals to hardest of workers. Malay was the language of Southeast
Asian civilisation...
TOP 10 MALAYSIA RAYA TVCS
EVENTS CALENDAR 2018
3 AUGUST
DESIGNING CUSTOMER
EXPERIENCE WITH DATA
VISUALISATION WORKSHOP BY
SUBHENDU MUKHERJEE
12
13 AUGUST
DECODING THE FUTURE...
THE NEW RULES OF DIGITAL
FOR 2019 AND BEYOND BY
KENNETH YU
07
4 SEPTEMBER
BEST OF GLOBAL DIGITAL
MARKETING CONFERENCE
WHAT ARE YOUR FAVOURITE
4 OCTOBER
MALAYSIAN CMO CONFERENCE RAYA 2018 COMMERCIALS?
26 OCTOBER Hari Raya commercials have always had a special place in our
DRAGONS OF MALAYSIA hearts. The short films are always touching, they carry important
& ASIA AWARDS messages of love, gratitude, kindness, respect and understanding.
Most of all, they show us how to appreciate life as well as our
7 DECEMBER ASTRO WINNING PARTNERSHIP SERIES family and loved ones. Of course, not to forget a little chuckle
MC2 AWARDS - IDEAS OASIS
for the funny bone. This year, we poured in our blood, sweat and
Regional CEO
ASTRO’S COMEDIC rendang into finding Malaysia’s favourite Hari Raya commercials...
Professor Harmandar Singh INGREDIENTS SPICE UP
ham@adoimagazine.com
AYAM GORENG McD! MARKETING GAMES 2018
Content Officer
Reena Sekaran
reena@adoimagazine.com
The crunchy sound of the crispy,
hot Ayam Goreng McD has fired the
imagination of Malaysians. The well-
16
known commercial without absolutely
Business Development Manager any voiceover, just accompanied
Jarrod Sunil Solomon by the sounds of crunching has
jarrod@adoimagazine.com
been winning over the taste buds
of Malaysians who know their fried
Art Director / Designer
Chemical Ali
chicken well. However, the challenge
ali@adoimagazine.com was how to keep the success
crunching on for McDonald’s to
Senior Designer become Malaysia’s top fried
FY Tham chicken choice?
wai@adoimagazine.com
Events & Workshops
Ruby Lim
ruby@adoimagazine.com
02 GAME ON!
Balls were flying all over the court. Cheers ensued every few minutes.
Monster Energy drinks were gulped down in seconds. On another
EDITOR'S NOTE
corner, fingers were tapping furiously on game consoles. Those were
Web & Digital: just a few of the exciting things going on at MARKETING Games on 7
Nurul Amira Ibrahim July. Kicking things off at Paradigm Mall, Boulevard where agencies,
amira@adoimagazine.com FAST & FURIOS media, and marketers alike gathered in anticipation...
Photography & Digital Imaging There is so much happening in
DL Studio our industry lately that we at the CREATIVE SURGE
magazine are falling over each
20
No 7, Jalan PJU 3/50, Sunway Damansara
47810 Petaling Jaya, Selangor D.E. Malaysia other just trying to catch up.
Tel +603 7880 6380 / 6386, Email: studiodl@pd.jaring.my The Kancil Awards with their
amazing two-day festival and
Roving Photographer: Mccain Goh
awards show.
Advertisers playing catch up
Contributors: Alvin Teoh, Edward Ong, Chris Greenough,
Paul Loosley
after the uncertainty before
the general elections.
Printer: Cetakrapi Sdn Bhd Agencies in perpetual
22, Jalan Kepong, Taman Sri Ehsan, 52100 Kuala Lumpur overtime mode to make
things happen. Poor sods,
Distribution: Spear Millennium Distribution Sdn Bhd the buck always stops
E-1-5, Apartment AC4, Taman Sri Sentosa, with them.
Batu 6, Jalan Kelang Lama, Retailers are counting
58000 Kuala Lumpur their blessings with the IDEAS: THE AUTOMATIC EGG BOILER STORY
abolishment of GST,
MPH Distributors Sdn Bhd (5048-A) Ground Floor Back in the days before the automatic egg boiler was invented,
after experiencing
Warehouse, Bangunan TH No. 5, Jalan Bersatu, Section 13/4 mothers would put eggs in a metal container, fill it with hot water and
low performances
leave it to cook. How long it was left inside depended on several
06
46200 Petaling Jaya Selangor Darul Ehsan, Malaysia earlier, with
factors: Number of eggs, how long they had been out of the fridge,
shoppers...
MARKETING magazine is published by size of container and whether mom remembered about the eggs.
Sledgehammer Communications (M) Sdn Bhd Suffice to say, no two soft-boiled eggs ever tasted the same...
22B, Jalan Tun Mohd Fuad Satu, Taman Tun Dr. Ismail,
60000 Kuala Lumpur, Malaysia. CREATIVE TVC
Tel: 603-7726 2588 Fax: 603-7722 5712 ONLINE STREAMING INFLUENCER MARKETING
www.marketingmagazine.com.my MALAYSIA’S DIRECTORS
© All Rights Reserved By: Sledgehammer Communications
(M) Sdn Bhd (289967-W) No part of this magazine may THINK TANK IN TOP 10 POSITION
IN CAMPAIGN BRIEF’S THE
22
be reproduced in any form without prior permission in writing
from the publisher. While every effort has been made to ensure
the accuracy of the information in this publication, the publisher
assumes no responsibility for errors, omissions and/ or for any
WORK 2018
20
consequences of reliance upon information in this publication.
The opinions expressed in this publication do not necessarily
represent the views of the publisher or editor. Advertisements are
the sole responsibility of the advertisers. Leading Southeast Asia production group
Directors Think Tank (DTT) has been ranked No ROCKETFUEL
MARKETING magazine 10 in Campaign Brief’s THE WORK 2018.
ENTERTAINMENT
in now available in THE WORK which is currently in its sixteenth
year running features the very best CHANGING THE FUELS INFLUENCER
over 200 selected advertising of the year from Australia, New
Zealand and Asia. Published by Campaign
WAY BRANDS MARKETING AND
bookstores across ADVERTISE WITH BRANDED CONTENT
05
Brief, THE WORK is recognised as a true
the Klang Valley. record of creativity for the entire region. VIU’S UPCOMING FOR WORLD CUP
The production house finished... ORIGINALS 2018
5
MALAYSIA’S
ISSUE224END-JULY2018
TVC
PRODCUTION
DIRECTORS THINK
LEADING Southeast Asia’s
production group Directors Think
Tank (DTT) has been ranked No
10 in Campaign Brief’s
TANK IN TOP
THE WORK 2018 book.
THE WORK which is currently
in its sixteenth year running,
features the very best advertising
of the year from Australia, New
Zealand and Asia. Published by
10 POSITION IN
Campaign Brief, THE WORK is
recognised as a true record of
creativity for the entire region.
The production house
finished at the tenth position
CAMPAIGN BRIEF’S
with six acceptances. The
highly respected and regarded
full-service production company
has won multiple awards at
Spikes and in 2017 was one of
THE WORK 2018
Southeast Asia’s most awarded
production company. Also in
2017, Directors Think Tank
picked up 1 Gold, 4 Silver and 10
Bronze awards at Kancils. They
also picked 2 silver awards and 1
Bronze award at AdFest 2017.
“Coming in at tenth position
for the Campaign Brief rankings
feels great, especially being one Maxis “Mother’s day” TVC Campaign Malaysia Airlines “Raya Around The World” TVC Campaign
of the few Malaysian companies
in the rankings,” said Pat Singh,
Executive Producer at Directors
Think Tank.
“To be recognised for the
kind of work we do, and the
hard work put in makes us feel
appreciated, not just by clients
and the industry. This only
makes us want to work harder
and focus even more on creating
interesting work, rather than
work that just happens to be
trendy - that’s been happening Lazada “BlastOff” TVC Campaign Tokopedia “ThePrawn” TVC Campaign
a lot in Malaysia these days,”
added Pat.
“Look out for hopefully
better work to come from our
younger directors from our
Directors Think Tank in Indonesia
and Directors Think Tank in
Singapore offices, which we hope
can play a bigger part in our body
of work,” shares Pat when asked
what was in the future for the
production house.
Mojo Films was the only
other Malaysian production
house on Campaign Brief’s THE
WORK rankings at No 24 with 4
acceptances.
Directors Think Tank was
established in Malaysia in 2007
but has since gone on to open
offices throughout Southeast
Asia including Singapore and
Indonesia. Known for their
collaborative and innovative
work, Directors Think Tank has
worked with multiple clients VODACOM TVC Campaign
such as Petronas, Mitsubishi,
Maybank, McDonald’s, Huawei,
Haagen-Dazs and many more. The Edge Property TVC Campaign
Recently for Ramadhan, PETRONAS “F1 SALVATORE” TVC Campaign
Director’s Think Tank director
Rajay Singh shot Tokopedia’s
latest Ramadhan cinema 2017’s Raya advertisement company Revolver/Will O’Rourke
campaign. The heart-warming for Malaysia Airlines. Titled and Finch however lead the
film tells the tale of the sacrifices ‘Raya Around The World’, the way ranking No 1 and No
of a mother for her beloved son TVC which took three weeks 2 production companies in
to ensure he has a wonderful life to complete also won a Gold Campaign Brief’s THE WORK
despite all the challenges faced. award at the APPIES Malaysia 2018.
The production house has Marketing Awards 2018 in the Revolver/Will O’Rourke
also collaborated with M&C Consumer Services category. was credited as the production
Saatchi Malaysia to produce Australian production company on 34 acceptances.
“INIABSOLUTE
DON’T BELIEVE By the Turbanned Stranger | ham@adoimagazine.com
FREE TRADE,
BECAUSE WHEN
THE COMPETITION IS
BETWEEN THE WEAK
AND THE STRONG,
YOU NEED TO HAVE
SOME PROTECTION
FOR THE WEAK..
”
TUN MAHATHIR MOHAMED
“ATDATA IS GREAT
GIVING YOU
INFORMATION, GIVING
YOU KNOWLEDGE; BUT
IT DOESN’T GIVE YOU
UNDERSTANDING AND
THAT IS ITS GREAT
FAILING.
”
SIR JOHN HEGARTY
THERE is so much happening in Everybody is bouncing back Judging by top Malaysian
our industry lately that we at the into action as I foresee our final creatives shining on the global
magazine are falling over each quarter as our best ever. stage.
other just trying to catch up. Research companies tracking Shortlisted ideas get face to
The Kancil Awards with their consumer sentiment in Malaysia face with actual brand teams.
amazing two-day festival and are in a dilemma: how do you say All proceeds go to MERCY
awards show. consumer sentiment is cautious Malaysia.
Advertisers playing catch up when the people just donated over And hopefully, we will discover
after the uncertainty before the RM156 million in two months! the next Yasmin Ahmad, or two.
general elections. Amidst the rush of action
DAVID OGILVY ONCE QUIPPED: http://mc2awards.com
“MARKET
Agencies in perpetual and excitement, we are proud to
THE PROBLEM WITH overtime mode to make things announce the launch of the MC2
Respectfully,
RESEARCH IS happen. Poor sods, the buck
always stops with them.
Awards in a format never done in
the world before.
THAT PEOPLE DON’T Retailers are counting their Seven real briefs from real
THINK HOW THEY blessings with the abolishment brands.
of GST, after experiencing low Open to all Malaysians;
FEEL, THEY DON’T SAY performances earlier, with individuals, companies, students.
WHAT THEY THINK shoppers flocking back like Simplified ideas submission
AND THEY DON’T DO never before. online.
WHAT THEY SAY.
”
Precision Malay
Marketing
LIKE our revered Gasing, today’s When Astro and Karangkraf joined
marketers need to be sharp, forces to form Nu Ideaktiv, it marked
balanced and have a winning throw. a milestone for the Malay consumer.
And be ready to repeat that, again Because the combined power
and again. of Astro and Karangkarf through
There has never been a more Nu Ideaktiv is an opportunity for
exciting time in the Malaysian marketers on a scale never seen
marketplace. Energised
by a new
heartbeat and renewed optimism, before. Localisation is alive and
Malaysians are in their element: disrupting the ecosystem.
dynamic, world-wise and truly Learn from our local brand heroes
matured. who are rewriting the rules as they
It is no secret that the world is engage, learn and reengage everyday.
amazed with us. • Bumiputeras (18.5 million) spend up Look at who made them famous and
The “new order” has also given to 70% of their disposable income rich.
on household basics, including food,
media back their voice. utilities, transport and restaurants, more Ask yourself why you keep failing
In this ground breaking feature, than other ethnic groups. to jump on this bandwagon? Are you
we talk about the Malay market and • Bumiputera monthly household shy, wary, or simply overwhelmed with
uncover truths marketers are not consumption expenditure share in urban the learning curve?
aware of, are misinformed, or choose areas stands at 51% and Chinese 32%, Nu Ideaktiv is actively pairing the
while in rural areas they command
to ignore. an 80% share, way ahead of all other wealth of local content and insights
Marketers who think addressing groups whose share are in single digits. in their stable to brand goals with the
the mass market in one massive • Working class breakdown is Bumiputera power of programmatic technology
“shock and awe” approach will be 72%, Chinese 70% and Indians 83%. while listening to the pulse of the
disappointed as new consumer consumer.
* Household Expenditure Survey 2016,
clusters spring up and evolve daily. Department of Statistics, Malaysia Astro is in 75% of Malaysian
While some marketers may see the (published October 2017) households, serving 23 million
Malay market as a pain point in their individuals on all screens, at home,
strategies, content and technology • Malay viewers consume a lot of video live, on the go and on demand
are proving a clear roadmap as the content online, one in five Malay internet while Karangkraf has 15 million
users binge-watched the same drama
happy differentiators today. series or several movies one after readers across its print, magazine
Those who “dare to fail” trying another at least once a month. publications and online media assets.
are the ones who understand Relevant and riveting, they are
• One in five high-income Malays
that by breaking down the biggest (household income above RM5000) reciting stories that reverberate in
market, the Malay consumers, in a purchased a product or service online the hearts of Malay consumers.
progressive strategy of winning little in the past month, with the most Open your mind to see what is
popular online purchases being apparel,
by little is the way forward. household appliances and digital possible in the following pages...spin
The new mantra is cluster electronics. and win..
marketing multiplied to make up the
* Nielsen Consumer & Media View (CMV)
whole. These value-rich segments January 2017 - December 2017, 10,000
need detailed study and application. individuals aged 15+ in Peninsular
Eventually, less is more. Malaysia.
8 ISSUE224END-JULY2018
COVER STORY
TAPPING THE MALAY MARKET:
THE MALAY MARKET IS
ALL ABOUT HEART
THE gentle Godfather of Malays are not affluent in Malaysia with a household
Malay media in Malaysia, and When you look at the designer penetration of 81%.***
probably the best kept weapon tudungs, new fashion wear, If Malays are not internet-
for marketers, is Dato’ (Dr) cosmetics lines, health and savvy, how can popular local
Hussamuddin Yaacub. wellness brands that we work Tudung brand Naelofar Hijab have
Kelantan-born Hussam has with, frugality flies out the window. more than half a million followers,
made celebrities out of brands, They have the purchasing owner while fashion diva Dato Seri Vida
Dato Seri Vida is only the tip of the if you know how to talk to them. has 2 million Instagram followers.
iceberg. He does not look at the BTW, there are many examples
mass market as one block - he of success in the Malay market Malays are docile and
skillfully slices his Malay IPs to the besides tudungs. disengaged
individual needs of brands. Big brands also work with us Let me answer through the
Imagine working with a and they know the trigger points lens of their shopping behaviour.
publisher who has 40 years of as we collaborate and explore new Shopping is their favourite past
Malay content covering women, content strategies across all our time. They are bargain hunters,
men, teens, tweens, health, décor, assets, partnering with Astro. It’s perhaps because they have large
food, lifestyle and religious titles to about content and targeting. families. They try out new products
a diverse reader demographic age The best barometer of more readily than any other race in
group, ranging from 7 to above 40 affluence is when you look at the Malaysia
reaching over 4 million readers. burgeoning middle-class where The Malay consumer is an
With four key business Malays form the most affluent observant and discerning player in
groups and over 20 magazine ethnic group in terms of income at the marketplace.
titles, books, novels in its stable 38%.** Yes, they have gentle and
Karangkraf is also home to the The road to the Malay market tolerant traits, but they are also
fastest growing Malay daily, Sinar is now well chartered and we very forgiving and loyal to brands.
Harian. know what makes them tick. Malays are celebrity-gullible
SinarHarian.com.my is the BTW, they love more than just and this applies to celebrities from
third ranked local web domain horror movies! other ethnic groups too. They are
accessed from mobile devices in more willing to spend on their
Malaysia.* The news portal has Malay market is homogenous favourite celebrities’ products or
over 45 million page views and 7 Smart media thinkers know products endorsed by them.
million unique visitors a month. otherwise. A consumer insights
We asked Datuk to debunk study by GroupM Malaysia a few * comScore Mobile Metrix,
4 myths about the Malay market… years back revealed five distinct December 2017
Malay audience clusters: Keluarga ** Household Expenditure Survey
Rabbani, Pencetus Ummah, Mat 2016, Department of Statistics,
Bebas, Generasi Glokal and Orang Malaysia (published October 2017)
Bandar. ***Internet Users Survey (IUS)
About 10 years ago, the 2017, Malaysian Communications
clusters were called Mak Long, and Multimedia Commission
Mat Kool, Moden Klasik, Si Metro,
Si ‘Dia’ and Si Ceria in study by
the Omnicom Media Group.
So the Malay consumer is
ever evolving. Urban Malays love
adventure and challenges, new BRAND
LOGOS
stuff and change. Rural Malays 2018
live by a sense of duty.
We know this as we have
been serving all of them with our
content for 40 years.
Malays are not internet savvy
More than half the Malaysian
internet population is Malay.
We have 25 million internet users TOTAL OF 39 IPs
Nu Ideaktiv, born out of Astro’s JV with Karangkraf, is poised to create and
monetise of content verticals in Malaysia and the Nusantara region. The
content industry in the Nusantara region command a total addressable
market of RM48 billion, which makes local vernacular and ASEAN content IPs
Dato’ (Dr) Hussamuddin Yaacub the new premium.
Chairman & Group MD
Kumpulan Media Karangkraf
ISSUE224END-JULY2018 9
COVER STORY
TAPPING THE MALAY MARKET:
OUR COLLABORATION
UNCOVERS INSIGHTS
ABOUT THE MALAY
CONSUMER FOR
MARKETERS
THIS is a story of how two media Our digital arm, Blaze, has as we customise basic themes to
powerhouses are touching the rapidly grown its partner network different brand themes.
hearts of Malay consumers online from 32 to 50 digital brands, Our rich audience data
by fearlessly unlearning, and increasing its reach to 32 million combined with branded content
learning every day. users* on web and 62.4 million will make for powerful marketing
“We are ready to fail,” declared fans* on social media platforms. solutions that cut across Print,
TH Chong, Group Director for Astro Blaze allows advertisers to deploy Radio, TV and Digital. Our digital
Media Sales, echoing the new a range of advertising solutions strategy is about embracing
mantra in digital marketing. via branded content, videos, technology without the fear of
“Because marketers can learn social marketing, data-backed empowerment.
from our failures and win. In the programmatic ads, display, as well Which means we are
digital space, people fail everyday as bespoke campaigns. welcoming a sense
and they know that each setback of co-ownership with
is a step towards success.” How will this translate into brands.
A snapshot will tell you Malays Digital Adex?
are progressive, modern and In Q4FY18, Astro’s total Adex It is all about
forward-looking. They are also registered a 2% growth y-o-y from the insights,
more emotional than rational – RM705mn to RM722mn and this isn’t it?
respond better to emotional values includes Digital Adex which grew Of
rather than functional values. 17% from RM30mn to RM35mn. course.
“Our tieup with Karangkraf via With this new partnership, we Malays
Nu Ideaktiv is about recognizing believe the fragmentation of Digital love a
that publishers are very powerful Adex by vernacular-based clusters good
and they are the true experts in is forthcoming, like what happened story, and
their own verticals.” to print, radio and TV. this goes
He adds, “We are on the With the rich content of 38 beyond
frontlines of this unprecedened IPs and a loyal Malay customer horror movies
frontier where vernacular is the base at Karangkraf, Nu Ideaktiv (as what Datuk
new premium. They have content, has the first-mover advantage mentioned).
we have reach.” to orchestrate the shift of Adex The amount of magazine
No other local player has more revenue from local English-based content alone from Malaysia’s
Malay IPs and more insights about digital to Malay-based digital. largest Malay publisher is a
the Malay market than Nu Ideaktiv. Side-stepping the elephant in treasure trove of data that’s rich in
Astro is in 75% of Malaysian the room, Google and Facebook, insights for brands to leverage on.
households, serving 23 million we aim to generate RM7mn Without insights, brands
individuals on all screens, at home, Malay-based Digital Adex revenue cannot build an engaging
live, on the go and on demand by FY19 or 10% market share ecosystem with their audience.
while Karangkraf has 15 million of Malay-based Digital Adex and This is the key differentiator in
readers across its newspaper and potentially grow up to RM64mn our partnership and offering with
magazine publications and online or 30% market share by FY22. Nu Ideaktiv.
media assets.
What about content creation? *Google Analytics (Monthly
Digital has sharpened That’s the magic of this Average Dec 2017-Feb 2018)
marketing’s focus like never partnership. Brands can coalesce
before. How are you seeing with 40 years of content with
this play out for you? Karangkraf’s library as we see
This partnership will further the shift of Digital ADEX from
strengthen our leadership in English to Vernacular accelerating.
the online space among Malay Building upon that in creating more
audiences. content is an easy progression
Astro’s digital marketing arm, Blaze, has partnered with Kumpulan Media
Karangkraf to create Malaysia’s largest Malay digital content network, with
15 of Karangkraf’s popular brands like Pa&Ma, Remaja, Mingguan Wanita,
Media Hiburan and Sinar Harian’s news site to its offerings. Mingguan Wanita
at 160,000 copies weekly is the most circulated magazine in the country – it is T H Chong
also a TV show! Group Director
Astro Media Sales
10 ISSUE224END-JULY2018
TAPPING THE MALAY MARKET:
THE NEW DEAL
COVER STORY
FOR THE MALAY
CONSUMER
WHILE many Malay consumers leveraging its scale, investments FMCG marketers always knew
have been fans of Malay content and relationships to consolidate the power of the Malay market
from Karangkraf for close to 40 the growing market. Karangkarf’s and are quite proficient in
years, they have yet to see their titles cover every life stage of addressing it. But they are
favourite stories, heroes and the Malay community and their always hungry for content
issues brought to the fore in successful track record over and new insights, especially
the digital space. the last 40 years proves that. innovative digital content that
All that is now The partnership extends Astro’s appeals to the mass Malay
made possible online presence amongst the market.
with Nu Malay-language audience, propel The opportunities for brands
Ideaktiv. its combined monthly unique from other categories to tackle
“With a strong visitors to approximately 10mn the Malay market is enormous.
presence and is in line with its goal to build As I talk to marketers, I
amongst the Nusantara and Islamic content sense they need direction,
Malay speaking verticals. guidance and this is where we
community, come in.
Karangkraf is a What’s your mandate Although Malays are
solid partner as as GM for Media Sales sensitive about price, they have
together we will Development? become brand conscious as
leverage on each I am helping build business- well and they demand better
other’s strengths driven advertising solutions across quality products and services.
to introduce new all Nu Ideaktiv IP’s to synergize This including high-end products.
and innovative digital with Astro’s media assets and They purchase products that
content that appeals to accelerate the growth of Malay appeal to emotion or community.
the mass Malay market,” Adex. It is about razor-sharp
says Norfuziana Ahamed targeting of specific segments Is there a message you want
aka Fuzi, General Manager within the Malay universe. to send to marketers?
for Media Sales Development We offer not just a volume Thank you for this question.
at Nu Ideaktiv. proposition, but value proposition I want to tell all Malaysian
with our rich resource of content marketers that the massive
How did this JV between for advertisers. The JV aims online audience, which is
Astro and Karangkarf come to pursue 360° monetisation the holy grail for marketers,
about? strategies for the Karangkraf is shifting to the expanding
Karangkraf has been Digital’s content IPs across addressable Malay market.
working with Astro for sometime multiple platforms, leveraging This trajectory is expected
now and this JV only formalises on Astro’s capabilities, growing to continue and those who
their relationship with Nu reach and engagement. value and monetise this trend
Ideaktiv. Karangkraf, as the will win.
largest national publisher of Are big brand marketers We can help you win.
local content IPs, is a natural indifferent to the Malay Do not look at the Malay
fit for Astro emerged as the market? market as a fault line but as an
natural fit for Astro, which is All that is changing. opportunity.
TRIVIA: Once upon a time, local brand called Zaitun became so successful
Norfuziana Ahamed aka Fuzi
with the Malay market that global giant Colgate-Palmolive bought 50% of the
General Manager
Media Sales Development, Astro company as it was eating into their market share!ISSUE224END-JULY2018 11
DIALECT
MARKETING
stories around the region...
“When we go out into the field
and need a translator, there’s a
barrier there, where nuances can
get lost,” says Samantha Chow,
journalist at The Star’s R.AGE.
She adds that brushing up
on regional small talk before an
interview can really help gain trust
and better connect with those they
Interview.
R.AGE has also partnered
WHY DIALECT MARKETING
with Hyperlab to build Ana, Asia’s
first Sex-Education chatbot. Ana
is designed to answer questions
from teens and parents about
IS ABOUT TO EXPLODE
reproductive health, and avoiding
sexual predators online ,in English,
Bahasa Malaysia, Manglish and
Social BM. You can chat with Ana
on www.predator.my
When asked whether she
EUROPEAN explorers once called worries about job security in the
Malay the ‘lingua franca’ of South- face of growing technologies
East Asia, rivaling Latin in Europe like Ana, Samantha replied “job
or Arabic in the Middle East. From disruption is unavoidable, the trick
Madagascar to the southern is to try and work with technology,
Philippines, Malay became and rather than for it”.
remains a crucial expression for Gartner predicts that AI for
millions of people, from the highest Customer Experience will “disrupt
of royals to the hardest of workers. the the jobs of 1 million phone-
Malay was the language based customer support agents
of Southeast Asian civilisation. (Gartner: Future of Experience).
It was the language of record for Meanwhile, the IDC calculates
the epic achievements of Sang that AI associated with Customer
Nila Utama, Hang Tuah and Tun Experience “will boost global
Perak. These heroes of Melaka, business revenue from the
Temasek and Nusantara as a beginning of 2017 to the end of
whole remain compelling symbols 2021 by $1.1 trillion.”
of culture in the region, with This boost will result in more
comparisons between modern day than 2 million new jobs by 2021,
candidates and historical figures a net-positive gain in job creation
exists even today in Malaysia’s as a result of automating customer
general elections. support (IDC, A Trillion-dollar
Fortunately for lovers of the Boost: The Economic Impact
language, Malay remains the that has built much its reputation of AI on Customer Relationship
language of tens of millions, a on using slang and local language Management).
versatile language that enables to better connect with Malaysians. It’s no secret that dialect
everyone from skilled poets of To launch a new store in Kerteh, marketing has been sorely
the past, like Usman Awang, to Terengganu they created a underutilised in Malaysia
eloquent hip-hop artists of the billboard with a local twist to lure throughout the years.
present, such as Altimet, Joe ayam-loving Terengganunians into And now, more than ever,
Flizzow & Aman RA, to express the store. consumers are choosing where to
themselves. Shortly after, McDonald’s fired respond quickly at scale. better experience, while Accenture spend their hard earned money
However, in the process of back with their own billboard in Hyperlab is a Conversational reports that poor customer service with companies who can deliver
Malaysia’s rapid urbanisation, Kemaman district - shots fired in Artificial Intelligence company costs businesses more than $1.6 great experiences.
touted as the fasted in the region what is hopefully an escalating in Malaysia helping visionary trillion per year. Dialect marketing has been
between 2000 - 2010, the visibility ‘war’ of dialect. To promote enterprises like Maxis and Hong The core challenge for a proven strategy in the past,
of Malay’s incredible diversity tourism in Terengganu, AirAsia Leong Bank, automate sales and companies looking to optimise and but one that has not been easy
has been somewhat forgotten to used ‘TerrenganuMolekDoh’, while support in many of Southeast scale their customer experience to scale. However, pairing this
policy makers, businesses and Samsung celebrated Malaysia’s Asia’s local dialects, including is doing so without increasing strategy with innovative Natural
marketers. dialects through a Malaysian flag the rarer known online dialect of costs. That’s where the potential Language Understanding
Peninsular Malaysian state designed out of state football “Social Malay”. of artificial intelligence enabling technologies enables companies
has its own rich tapestry of unique chants. Even Malaysia’s Anti-Drug According to Hyperlab, Social businesses to scale CX comes in. to truly unlock the value of dialect
local words and pronunciations: Agency has created posters in Bahasa Malaysia is a unique On top of understanding marketing.
from the influence of Minangkabau state dialects. online dialect formed from socially “Social BM”, Hyperlab is also
culture in Negeri Sembilan to the While it’s great to see these accepted colloquialisms originating tackling the local dialect challenge
Thai influence on Baso Kelate, examples, one thing that’s quite from the SMS era. That’s where we using neural networks, which can
Kelantan’s language. Even polyglot apparent is that they are all get common short forms like ‘xde’ distinguish and understand unique
Google confuses Kelantanese with “above-the-line” advertising. for ‘tak ada’; ‘mcm’ for ‘macam regional dialects, like Kelantanese,
other languages, like Italian and Why in a time of hyper- mana’; and ‘sy’ for ‘saya’. better than Google.
Javanese. personalisation marketing and Dialex is a language cleansing Their goal is to enable brands
Common wisdom and real-time messaging aren’t these tool by Hyperlab for English and to easily scale highly personalised
experience teaches that speaking dialects more prominent on digital Social Bahasa Malaysia. conversations with their customers
like a local can connect you to the media? Are digital marketers Customer experience (CX) has around the region.
heart of a community. Which is missing a big opportunity? also become a primary focus for Not only relegated to
why brands who speak in these “There are a few challenges brands, as companies like Amazon marketers, this is an essential
unique dialects can communicate brands face when it comes to have proven that a focus on strategy for journalists as well,
with their Malaysian audiences in understanding and responding to providing great CX can show great who use it to convey their genuine Written by Chris Greenough,
a compelling way, differentiating local dialects in Malaysia. The first returns. However, there are is still interest in their subject’s story. CMO and Co-founder of
themselves from homogenised is for their agents or agencies to a lot of opportunity for businesses Malaysia’s own award winning Hyperlab (picture), and Oliver
competitors. understand the dialect, and the to improve. Gartner reports that journalists from R.AGE, comment Woods, Digital Director and
Nando’s is a restaurant chain second is that they are able to 86% of customers would pay for a on their experience investigating Co-founder of RED2 Digital.WHAT ARE YOU
12 ISSUE224END-JULY2018
TOP 20
BEST RAYA
TVCS 2018
RAYA 2018 COM
Hari Raya commercials have
always had a special place
in our hearts. The short films
are touching as they carry
important messages of love,
gratitude, kindness, respect and
understanding. They also show
us how to appreciate life as well
as our family and loved ones.
Of course, not to forget a little
chuckle for the funny bone.
This year, we poured our blood,
sweat and rendang in finding
Malaysia’s Top 20 favourite Hari
Raya commercials, based on an successfully brought the ad
online survey which drew 459 to life in a more fresh and fun 1 2
respondents from our readers... concept. #RayaPalingTouching
film shows the positive behaviour
Petronas of Matluthfi in his dramatic quest
1 Misi Riuh Raya! to fulfill his mother’s desire to get
The film tells the story of five the ‘Almond Tino’ cookies.
siblings which were assigned
different missions to ensure Astro Ria
that Hari Raya is complete with 5 Gaya Raya Paling Ori
the whole family. It also tells of The film tells the story of Nik
patience, generosity, forgiveness Wan who aspires to be ‘ori’ in
and family unity in line with the whatever he does. If someone
spirit of Aidilfitri. has a similar style to him,
he finds it unacceptable and
TNB changes his style. But for Raya,
2 Rumah Epik Fantastik what style can he go for that
The film follows the protagonist, would make him stand out
Arif, as he dreadfully anticipates from the rest? He puts a spin to
the impending descent of the usual Baju Melayu, only to
relatives during Raya, or in his discover that the entire kampung
words aka “A week without has copied his look!
privacy”. Despite all the
preparation, fuss and discomfort Telekung Siti Khadijah
that comes with big families 6 Filem Pendek Raya 2018 4 5
congregating during the festive The character Mak comes to her
season, he realises the value son’s home to celebrate Raya.
of family, and that things work Her son married a Chinese girl
out magically in the end to bring named Ruby. It is portrayed to
everyone together. the audience that Ruby dislikes
her mother-in-law’s presence.
Toyota Malaysia
3 Jalan Cerita Raya 2018 However the actual truth was
The commercial begins with Ruby often scolded her brother
the main protagonist Afiq Roger in Mandarin because he
reminiscing about how his father did not help housework and
would always insist on going ate in front of his mother-in-
for a drive. At one point Afiq law who was fasting because it
becomes irritated with his father was considered impolite. Ruby
and exclaims that he’s bored cleared up the misunderstanding
with just driving around the by gifting her mother-in-law with a
neighbourhood and never going new telekung from Siti Khadijah.
anywhere.
RHB Bank
Years later, when Afiq is married 7 Berkat Disulam,
with a child. One day, after he Bantuan Diberi
reaches home late from work, his The film tells a story of the
own daughter asks him to take protagonist who is a single 7 8
her on a ‘jalan-jalan’ to which he mother trying to support her
says he’s tired. His wife, Sarah, daughter. To make a living, she
then explains that their daughter sells telekungs, traditional prayer
doesn’t really want to just go for wear, at various markets but the
a ride but instead want to spend quality of her work is questioned
time with him. This triggers his by customers as she has yet to
memory of his dad and make master the difficult craft. One
him realise that the time he day her luck changes when Pn
spent with his father is the most Padzillah the founder of Siti
precious thing. Khadijah, one of Malaysia’s
largest telekung companies,
Touch N Go offers her a job. She is given a
4 #RayaPalingTouching stable means to provide for her
Malaysia’s famous Youtuber, family while improving her sewing
Matluthfi collaborated with craft.
Touch ‘n Go for this Raya’s The story climaxes when the
advertisement. Unlike other more protagonist finally has a chance
sentimental and misleading to say thank you to Pn Padzillah
commercials, Matluthfi at a mosque on Aidilfitri morning,UR FAVOURITE
ISSUE224END-JULY2018 13
TOP 20
BEST RAYA
TVCS 2018
MMERCIALS?
with Pn Padzillah admiring her
3 workmanship. The heroine then
passes on the skills she has
learnt to her daughter in the
spirit of sharing, supporting, and
progressing together.
U Mobile
8 #RayaBestSama
U Mobile collaborated with
Malaysian local rapper, Aman RA
for a catchy pick-up Raya song
while seamlessly weaving in U
Mobile packages.
Telekom Malaysia
9 #MakLongBawang
In the film, the nosy relatives are
portrayed as Mak Cik Bawang,
an urban Malay term used to
describe ‘gossiping aunties’,
prying into personal lives of
others. As the story continues,
the young characters are getting
6 uneasy and agitated with
images of their feelings being
exaggerated on screen. It reflects
how millennials react towards the
unwelcomed questions and how
ignorant Mak Cik Bawangs can
be while asking their questions.
Celcom
10 Kasih 5 Sekawan
Celcom brought back its famous
five for its latest Raya spot titled
“Kasih 5 Sekawan”. The video
focused on Hasnah who got into
trouble at school. She eventually
runs away from home to her
grandparents’ place, as she felt
that her stepmother does not
love her. The video ends with
the message “Love keeps us
together, understanding brings
us closer”.
9 11
CIMB
Tanam Cempedak
Tumbuh Nangka
CIMB’s Aidilfitri tale is about
three close multiracial
neighbours, Auntie Amu, Auntie
Norli and Auntie Janet who all
live around a cempedak tree.
One day, the three neighbours
discover the cempedak tree is
bearing fruit and each of them
has plans for it. This eventually
leads to an argument since
there was only one fruit. Only to
discover it goes missing!
Mudah.my
12 Goodbye Good Buy
Mudah’s #GoodbyeGoodBuy
video encourages young14 ISSUE223END-JULY2018
10 11
TOP 20
BEST RAYA
TVCS 2018
Malaysians to bid goodbye to
items that they have outgrown,
which can turn out to be
someone’s good buy. This include
items such as computers, mobile
phones, shoes, clothes and
even old toys. Mudah.my also
composed a Raya song called
“Aku Balik Kampung” featuring
Manbai, Amir Jahari, Kayda Aziz
& NSSN, which garnered more
than 217,000 views on YouTube.
KFC Malaysia
13 Dendam Adam
Following the debut of ‘Joget 13 14
Abah’ in 2017, ‘Dendam Adam’
KFC’s newest short film, marks
the brand’s second Raya web film
todate. KFC keeps the tradition
running by focusing on real
everyday family moments. And
family squabbles, are of course,
no exception. The spot centres
around the idea of forgiveness
during Raya and features two
brothers who go on a journey to
repair their relationship during
the festive season. The video
also explores their relationship
growing up and what it is now in
current times.
Prudential BSN
14 #TeamRayaMerah
Enter Ridwan, the all-do-gooder,
constantly helping with things
around the house. One day,
grandmother Nek Yah hurts 16 17
her back and is rushed to the
hospital. When Ridwan enquires
if she is alright, Nek Yah’s son
gets upset and it is revealed
Ridwan is not part of the family.
Turns out, Ridwan is actually an
insurance agent. The son then
realises that Ridwan has been
helping them all this time and
embraces him as part of the
family.
Malaysia Airlines
15 Ops Lip Lap Raya
Malaysia Airlines’ Raya video
revolves around the theme of
Malaysian Hospitality. It tells
a story about a little boy who
plans to welcome a new family
member from a different race,
who is celebrating Hari Raya
with them for the first time. With
the help of his neighbourhood 19 20
friends, he surprises the family
with an extravagant display of
lights, which quickly takes an
unexpected turn. He then learns
that the smallest gestures make
the most memorable moments.
Hong Leong Bank
16 Malaysia
‘Abah Tak Bagi’
A three-minute video by Hong
Leong Bank on YouTube titled
‘Abah Tak Bagi’ tells the story
of how a young girl is taught the
value of saving by her ‘cheap
and stingy’ father. Much to
her disdain, the young child’s
requests for expensive items are
met with cheaper, albeit quirky,12 ISSUE223END-JULY2018 15
TOP 20
BEST RAYA
TVCS 2018
... the short films are
always touching, they carry
important messages of love,
gratitude, kindness, respect
and understanding.
Most of all, they show us
15
how to appreciate life,
as well as our family and
loved ones. Of course, not to
forget a little chuckle for the
funny bone...
options by her well-meaning and highlights two exceptional
resourceful father. individuals – Dr Mangku Sitepoe
from Indonesia and Zurianty
Traveloka Malaysia Sudin from Malaysia who have
17 Kuih Habuk Mak dedicated their lives by helping
The short film tells the life of Lan, communities in need especially
a young teacher living in the city during trying times. Maybank
18 who leaves home to pursue his brought their humanitarian
dream to educate students in journeys to life with two videos
rural areas. Before Lan leaves, released on Maybank’s social
his mother supplies Lan his media sites.
favourite Raya cookies, which The two individuals
he lovingly keeps an eye on. provide inspiring stories which
However, the precious jar falls to espouse values which are
the ground and all that remained similar to Maybank’s mission of
are just cookie crumbs until a humanising financial services.
video call from Mak and Dad Their work has positively
changes everything. impacted the community they
operated in as they were the first
Maxis in line to lend a helping hand; be
18 Bola Raya it to offer free medical treatment
Maxis partnered up with Astro or providing shelter during the
GO and RTM to offer Malaysians floods.
access to the Live action of the
FIFA World Cup in Russia. Both Watsons Malaysia
Maxis and Hotlink customers
20 #MisiIKhlasAidilfitri
purchased Astro World Cup Watsons kicked off its 2018
match passes at a discounted Ramadan and Aidilfitri campaign
rate, and data used to stream the by calling upon Malaysians to
game was complimentary.As an propagate a do-good culture by
20 added bonus, Maxis introduced sharing simple acts of kindness.
a Bola Raya app packed with In collaboration with Naga DDB
football-themed AR features. Tribal, the #MisiIkhlasAidilfitri
campaign spread positivity
Bank Rakyat and shone a light on the kind
19 Kenangan Bersama and sincere acts performed
Ayah: Rotan by Malaysians every day.
This ad tells the tale of Afiq who The campaign is based on
comes home for his father’s sincerity as the key spirit for
funeral and starts reminiscing the holy month. Sparked by
the times with his father who Watsons Malaysia’s tagline
would often cane him with the “Look Good Feel Great”, the
rotan. As a child Afiq felt bitter #MisiIkhlasAidilfitri campaign
and hurt by this father’s actions. communicated to Malaysians
But then he realises it was all for that feeling great comes from
his own good. within, and that those who feel
great are those who do good
Maybank Malaysia to others with pure and honest
20 MYStories Raya 2018 intentions.
This year, MYStories Raya 201816 ISSUE224END-JULY2018
MARKETING
GAMES 2018
BALLS were flying all over the court. Cheers
and shrieks ensued every few minutes.
Monster Energy drinks were gulped down
in seconds. In another corner, fingers were
tapping furiously on E-game consoles.
Those were just a few of the exciting
things going on at MARKETING Games
on July 7. Kicking things off at Paradigm
Mall, agencies, media and marketers alike
gathered in anticipation. After a short Winners at MARKETING
briefing from the emcee, the inaugural Games 2018
MARKETING Games was off and running.
There were only going to be two
champions for the Human Foosball
competition and the E-games challlenge.
Which team would sit on the MARKETING
Games “Iron Throne”?
During the first half of the day, the
Human Foosball quickly became the
highlight of the Games. At first, players were
a little unsure but within minutes you’d think
they were professionals competing for the
World Cup itself. You’d also have to keep an
eye on the ball from flying straight first for
your head!
The emcee kept cracking jokes
throughout the Games keeping the
atmosphere light and easy. Quake MY
kept the atmosphere buzzing by showing
a Live feed of what was happening at
the MARKETING Games. This also gave
supporters the chance to tweet in their
encouragement and which team they
supported Live on Quake MY’s Facebook.
For supporters who wanted a piece of
World Cup action, media solutions company Anwar Amin from RHB
Moving Walls, gave them the opportunity Bank receiving his prize
for FIFA18 singles
to take their very own penalty kick without
using an actual football. The penalty kick
Augmented Reality game proved to be a big
hit throughout the day.
Enter second half, none of the teams
showed even the slightest signs of giving up
or exhaustion. The E-Games players kept
their eyes on the screen, not for a second
were they distracted. The chance to be the
champion of MARKETING Games was simply
too good to resist!
The finale of the MARKETING Games
Human Foosball match was between
New World Hotel, who had perfected their
dribbling skills, against Carat & Consider
iProspect whose eyes saw nothing but
victory. It was truly a human foosball game
to remember. Everyone was eager to bring
home the prize. Finally, New World Hotel
dribbled their way to victory. Moving Walls
took home the third prize while Dentsu LHS
clinched fourth placing.
The FIFA MARKETING E-Games
champion was none other than the talented
Anwar Amin from RHB. While Haikal Amir
Hamzah from Consider iProspect took home
the second prize and Mohd Daniel Firdaus New World Hotel PJ wins
First Prize for Human Foosball
won third. Next, was the MARKETING Games
World Cup Live Screening Party..on July 14...ISSUE224END-JULY2018 17
MARKETING
WORLD CUP
GAMES 2018
FEVER BECOMES
MARKETING FEVER!
The gorgeous women at
MARKETING Magazine
Adam Lobo emceed the night
The beautiful Beer Pong girls
PMJ entertaining
the crowd with their
beatboxing
Team Astro 2018
New World staff soaking
in the prize-giving party
A week later, the MARKETING
Games World Cup Live Screening
& Prize Giving Party was held at
Ballers@The Roof on July 14.
Over two hundred people
attended the celebration and
it was a blast. The crowd was
entertained by the rocking
performances of Dani & The
Serani Trio and professional
beatboxer Emin from
Phenomenal Mastermind Japan.
A night loaded with fun, awesome
live bands, great food, good
looking men and gorgeous
women, networking in a really
swanky lounge. Most importantly,
the champions of MARKETING
Games triumphantly received
their prizes. It brought the night
Always a good night with the alive, followed by the World Cup
gentleman from Pat & Associates
Live Screening. ...
Teams battle it out for the big
Human Foosball cash prizesYou can also read
