Tropicana Twister – Eratkan Jalinan
Tropicana Twister’s main challenge is the fact that juice consumption is seasonal, peaking at festive months. Their challenge was to amplify the Raya sales so that it will give better sales “long-tail” throughout the year. “Brighten Your Day” was the platform used to build stronger emotional connection.
Astro Radio was the core driver for this campaign. We used it for listeners to nominate the person they wanted to bring home. Promos and DJ mentions were on-air with entries submitted online. The 5 shortlisted families and their nominated person were then connected via live streaming from the Radio Station. The DJs probed detailed questions to see how well the families knew their loved ones. It was broadcast live, a first, for this type of campaign. As everyone waited in suspense for the client to announce the winner, something amazing happened. Tropicana Twister rewarded all 5 families by announcing they will bring all of their loved ones back for Raya. Everyone erupted in joy! Tropicana Twister used radio to go social, by sharing the overall experience on Era’s YouTube and Facebook pages, amplifying the emotional connection and increasing the experience sharing. This lighted up social media as consumers gave positive feedback. Harian Metro, NewStraits Time, TheSun and Astro Awani completed the cycle by capturing the reunion moments, bring tears of joy to the families.