It's a sweep! At The Spark Awards in Singapore on 17 August 2018, we received the Gold, Silver AND Bronze trophies for the 'Best Media Solution - Radio' award category for the second year running.

We also picked up 1 Silver trophy for Best App/Portal/Website, and 3 Bronze trophies for Best TV/Online Video, Best Event, and Most Improved Offering for our new brands ZAYAN and GOXUAN.

This is the campaign that won us Gold for the “Best Media Solution (Radio)” category.

Objective

Sony Pictures needed to find a way to market their original film Jumanji: Welcome to the Jungle as the next adventure in the Jumanji series, with reference to the original film whilst expanding the universe and introducing it to a newer audience.

The marketing of the movie needed to stay true to the franchise's spirit of action and adventure, and clearly establish the film's premise: the protagonists had been transported into Jumanji, a video game world, where they embodied player avatars.

Solution

To fulfill Sony Picture's objectives, Astro Radio utilised a gaming platform that is fast gaining traction amongst gamers: VR (Virtual Reality).

By strapping themselves into a VR headset, players could completely immerse themselves in the game world, creating a unique contesting mechanic that embodied the spirit and premise of the movie.

HITZ embarked on a campaign where fans were invited to register in teams of four via its website to take part in a co-op VR gaming challenge at Publika Shopping Centre. The winning team walked away with a Sony Playstation 4 gaming console and passes to watch the movie in theatres.

Outcome

'Jumanji: Welcome to the Jungle was a roaring success locally, proven by the fact that it grossed RM57,382,497 in the Malaysian box office, making it the highest-grossing film in Malaysia of 2017. 

It is also the third-highest grossing film of all time in Malaysian box office history, after the likes of well established franchises with regular releases.

Case Study Video