PEPSI wanted to create excitement around the ‘balik kampung’ journey during Raya and wanted to reward Malaysians and boost their branding during the festive season.
How Astro Radio Did It
Over this period, Malaysians listening to our radio brands heard Raya songs and 4 times hourly Pepsi contesting to give away RM 100 Duit Raya per winner. We also created a customised online quiz for PEPSI on our Syok platform, where participants were given 15 minutes to answer 1,000 trivia questions. The person with the most correct answers won Duit Raya of RM10,000. The result - whether consumers were stuck on the roads; or playing with phones on the balik kampung journey, consumers had the chance to win Duit Raya, thanks to Pepsi!
The campaign was executed on Malaysia’s number 1 Malay radio brand, ERA, as well as the no 2. Malay radio brand, SINAR plus the SYOK website, which has an average of 1,247,511 monthly unique web visitors*.
We also added in our English brands – MIX and HITZ to further push the digital execution on SYOK.
The high level of frequency on radio (approx. 4 impacts per hour); plus the generous Duit Raya of RM 50,000 gave Pepsi the brand domination they were looking for over the Balik Kampung period.
An estimated 5.8 million listeners heard the campaign with an average of 7 times each during the campaign period (27 May 2019 – 4 June 2019). And as for our online contesting, in just 5 days, we received 23 thousand entries.
*Data source: Average of Feb – May 2019, Google Analytics