You might think there isn’t much you can do on Radio to promote your products, especially services people might find rather…boring, like banking. We’ve done some great campaigns with various brands in the Banking industry, ranging from purely on-air advertising to engaging with our millions of listeners on ground!

AXA Affin Insurance Malaysia (AXA) wanted to expand its SME Insurance business, specifically targeting young and passionate startup entrepreneurs.

Research showed that this target audience is most likely to disregard the need of business protection because they see a lack of value in it. Therefore, AXA was inspired to help these young entrepreneurs change their mindset and educate them in the importance of business protection with an established insurance plan.

AXA decided to leverage our (Astro Radio) Chinese and English brands – MY, MIX, HITZ, LITE – as well as news channel, Astro Awani, and popular English digital publication, Rojak Daily, to run a digital-led integrated campaign over a 4-month period from August to November 2016. The campaign was anchored in social media, and further amplified via TV, radio and on-ground activations for greater exposure.

Launching a new variant in a crowded snack market is never easy. So MISTER POTATO wanted a strong gimmick to highlight the launch.

Working with ERA, Malaysia’s No1 radio station, they decided to go with an audio based gimmick. Inspired by the saying “Where there is honey, there are bees” we had ERA, literally create buzz by staging a mysterious bee invasion — taking over the station!

After the Station’s reveal of new Mister Potato flavor, the “buzz” didn’t stop. On-air call-in contests carried continuing awareness of the new flavor, along with announcements of ERA’s street team locations, which sampled Mister Potato’s Honey Cheese on ground.

ERA’s digital and social media platforms ensure the buzz followed fans and followers, everywhere. As a result, the “buzz” on Mister Potato’s new “HONEY CHEESE” reached an estimated 6.2 million listeners. And perhaps most buzzworthy, a 25% increase in sales!

In conjunction with Malaysia's Day, Carlist collaborated with our talents from ERA, MY and RAAGA. We created a fun and relatable video celebrating Malaysians integrated with product awareness.

DiGi wanted to shout about their partnership with Malindo Air, where their listeners can enjoy FREE mobile internet in the air when they fly with Malindo Air. For this campaign, Astro Radio took DiGi along with us, literally into the skies! We took our listeners along with a HITZ Morning Crew announcer to Perth, to experience FREE mobile internet in the air themselves!

We, Astro Radio, and Digi, one of Malaysia’s Big 3 telco providers, launched the first-ever fully digital music awards show in Malaysia, called the ERA Digital Music Awards 2016 (EDMA 2016).

For us, the key objectives of the EDMA 2016 was to increase awareness and excitement around ERA’s (Malaysia’s No.1 radio brand) digital platforms whilst giving back to the music community.

The entire award show experience was digital from start to end. From the announcement of the nominees to voting and the show itself.

We were able to create widespread national reach using the power of social media, by creating engaging content that enraptured our audiences.

Two years in a row! ERA Digital Music Awards (#ERADMA17) just got even bigger this year by using the power of social media. 

It’s amazing how ERA managed to transform the traditional lean-back viewing experience to one filled with engagement and participation. Most award shows in Malaysia are executed on-ground and broadcasted only on TV. With the use of social media alone, we were able to reach a broader nation-wide audience, who were able to enjoy our content on-demand. 

Once again, #ERADMA17 had reached a massive digital audience across the country, and provided us with a platform to give back to the music community. 

This was a cool multi-platform integrated campaign we did with Shiseido Malaysia. Tsubaki’s USP is to give silky smooth hair to its users. Using talent from MY, we got an announcer to post her version of the hair flip on social media, prompting listeners to post their own creative take on the hair flip after using Shiseido Tsubaki! No typical shampoo TVCs, just pure response from listeners. Great response, great content!

Sony Pictures teamed up with Malaysia’s #1 youth English Brand, HITZ to create a campaign that would get young people to watch the movie. The hitz solution was inspired by the film, so we too “sucked in” consumers into a VR game to fulfil Sony Pictures’ communication goals. ‘Jumanji: Welcome to the Jungle’ was a roaring success locally, it was the highest-grossing film in Malaysia of 2017.

LITE, the radio station of relaxing favourites, targeted a mature audience. How does this Radio Station win a bigger footprint outside of their niche demographic?

While catering to their loyal listeners, LITE sought to expand brand presence beyond radio — to stimulate dialogue and interaction. Their solution – a content approach based on “REAL PEOPLE, REAL STORIES.”

LITE’s brainchild “HOARDERS”, was an investigative series driven primarily on Lite’s Facebook platform. It featured Madam Lee, a compulsive hoarder, struggling to take control of her life. Anchored by the Station’s morning announcers Steve and Shaz, they embarked on a journey that explored Madam Lee’s life — and ultimately, earn her trust to return her extreme living space, into a place to call home.

Where Social Media is often portrayed as a young audience’s playground – LITE’s ‘HOARDERS” broke all the rules, creating an impact across audiences, both local and abroad, on a highly competitive platform.

Today’s consumers and marketers know that pitching attributes of services is not enough. A brand should also provide relevant content to potential customers. For the Maybank SME financial suite, Astro Radio’s solution was to find an effective way to connect with small business owners. With that in mind, Lite; Melody and Sinar created Free Plug Friday. A campaign that invited new business owners onto our platform to shout about their new venture!

Mercedes; a brand for the older generation. Really? Well, not really. That’s exactly what Mercedes wanted to change; consumers’ perception as an “older” brand. Astro Radio worked with Mercedes on Urban Hunting, to engage the young crowd, by heading to local clubs, and collaborating with local artists to showcase their new A-Class series.

PETRONAS is known for their heartfelt TVCs during festive celebrations. While these are well received by consumers, PETRONAS wanted to do something different! So Astro Radio and Petronas invited ordinary Malaysians to give our hero, named the MerdekaMan, a ride as he hitchhiked across Malaysia capturing stories. MerdekaMan’s mission: to travel throughout Malaysia seeking what Merdeka means to ordinary Malaysians. It was reality tv, done radio style.

GENTING SKY AVENUE, is Malaysia’s new home of high-street inspired dining and retail experiences. Together with MY, SKY AVENUE looked to create awareness and encourage visits amongst Chinese young adults.

To deliver on these expectations, we developed MY GENTING “I LOVE U U U”; an integrated campaign featuring a 15-episode love web drama, driven through Social Media and Radio. GENTING SKY AVENUE featured throughout the storyline — strategically plotted within the script and shoot locations. Weekly Episode uploads kept our audience on their toes, while on-air, we raised excitement of the Drama to fever pitch, with contests, and buzz to catch the show.

All of this leading to an estimated 3.95 million listeners being exposed to the campaign on-air, and over 7 million in reach. Not to mention post-campaign findings — where considerations to visit GENTING SKY AVENUE within the next 3 months following the campaign, totalled a whopping 92%!

Professional wrestling is one of the world’s most popular sporting events. However, professional wrestling in Malaysia is only started picking up and has yet to fully induced to the nation. Hence, ERA decided to take up the challenge to present this sport – wrestling to its mass audience. The challenge for ERA became – how to introduce the professional wrestling game in a subtle and enjoyable way?

Malaysians are easily connected through digital as we have over 70% active internet and social media users. Moreover, digital videos are booming, especially Facebook live and social media videos.

ERA wanted to attempt a different approach for the station and thus, has proposed the digital activation campaign with ERA’s most loved announcers – JoHaRa and made a breath-taking stunt show featuring MyPW (Malaysia Pro Wrestling) wrestlers.

The aim – was to create awareness of the wrestling scene in Malaysia to the station’s audience and ultimately enhance ERA’s online presence.

When rebranding, every client wants a campaign that gives the loudest noise and furthest reach. And we believe, an Astro campaign that runs across our platforms delivers exactly that. When the Football Association of Malaysia wanted everyone in Malaysia to know of Harimau Malaya's transformation into Harimau Malaysia, Astro responded with a Radio, TV and Digital campaign that reached millions. We recruited our listeners to join a host of Astro's personalities to form the Dugong All-Stars; and have the experience of a lifetime to take on the original Harimau Malaya - Malaysia's footballing legends!

Astro Radio and Petron are partners in Petron for Traffic Updates that ran across 8 radio brands. The campaign gave Petron a year long platform to carry content that was relevant to their target market; highlight sales messages on a daily basis, and had video content & ground engagement on matters that were connected to driving and Petron promotional campaigns. Petron Traffic Updates is a strong campaign as it took advantage of all the assets that Astro Radio offered.

Leading up to the festive season, Proton had higher numbers of visitors to their showrooms. Proton wanted a novel and effective way to keep visitors engaged with the brand while at service centers; and to create positive conversations around Proton. Teroka Raya on ground was an excellent way to achieve this. Proton ‘Teroka Raya’ campaign, featured Jay from HITZ, an American in his first year of living in Malaysia; and Jaa, ERA’s homegrown talent from Kelantan. We ran a campaign with elements on radio, television and on-ground. Here’s what we did on-ground.

Brands are always looking to move beyond pure commercials. At Astro Radio, we believe we can take brands on that journey. For example in Serial Pei; a hugely successful Web Drama series starring Malaysia's most loved Tamil announcers from RAAGA. The drama received stellar reviews from our listeners who couldn't have enough of it! Great station content delivered outside of the traditional radio format, with plenty of content and branding opportunities for clients.

Astro Radio’s SINAR, the No.2 Malay radio station in Malaysia used to target the older listeners. The radio station has recently revamped its style of content on radio and online, as well as its target audience that skewed towards slightly younger and modern Malay audience.

Therefore, SINAR desired to create more and appealing online video contents in order to enrich its digital platforms’ feed and develop larger online audience base.

While Rina Salleh Clothing, one of Malaysia’s modern Muslim wears brand wanted to expand their market and to showcase the collection of clothes creatively and in soft-sell manner. However, Rina Salleh Clothing’s own platform wasn’t strong enough to target the immense market.

Hence, SINAR collaborated with Rina Salleh Clothing and agreed to create a series of online videos on SINAR’s Facebook page featuring its collection of clothes.

The aim – was to enhance SINAR’s online content experience and meanwhile, promote Rina Salleh Clothing brand to its audience.

Sunway Group recently re-branded to Sunway City and a New Year’s Eve countdown was an excellent opportunity to create awareness of the rebranding.

Malaysia’s first ever radio-synchronized musical fireworks show! Highlighted across three of Malaysia’s most popular radio brands – ERA, MY and MIX.

Watch Radio ; A new revolution in the way radio is consumed.  Astro Radio spearheads 3 revolutionary campaigns with DiGi on 3 of our biggest stations with content that is shareable, engaging, available on demand, and best of all makes our listeners part of the content!

Everyone loves buzzword. And right now, one of the hottest in radio is content marketing. But what does it mean you ask? Simple really… Content marketing is basically a brand or product leveraging on ASTRO Radio content for marketing purposes. Tell you what, it’s easier if we show you. Like this one here, a campaign we did for Wonda Coffee!

At Astro Radio, we look for ways to cut through the clutter; and integrate promotional and sales campaigns into Content to make it more effective. In this campaign, ERA and HITZ worked with Wonda coffee (the RTD coffee brand in the Etika stable) to give away partner movie passes with a promotional proof of purchase campaign. Wonda’s aim with this campaign was to create a brand story that provided a course of action that led to increased sales. With this campaign, there was an additional challenge of integrating multiple clients, platforms and demographics.