Gearing up towards this year‚Äôs Hari Raya celebrations, some of Malaysians‚Äô favourite brands such as Nescaf√©, Coca-Cola, Watsons, Senheng and TOP collaborated with Media Prima to develop creative content to connect with the Malay audience.
The co-creation series saw these brands leveraging Media Prima‚Äôs creative resources and production capabilities to deliver branded capsules, advertisements, music videos, contests and customised content.
This content spread across the network‚Äôs multi-platform channels and allowed brands to reach more than five million daily viewers on TV3 and TV9, 4.7 million online subscribers on Tonton, 3.5 million followers on social media channels, 4.4 million readers on Harian Metro and Berita Harian, 2.7 million radio listeners on Hot FM and 500,000 fans at an on-ground event at Karnival Jom Heboh.
Together with Media Prima, household coffee brand Nescaf√© created branded content based on TV3‚Äôs super hit drama Rindu Awak 200% . Featuring the popular Zul Ariffin, the drama made a comeback as a spin-off telemovie this Raya. The content was amplified on social media and the online channels of TV3 and Nescaf√©. Approaching the celebration with a powerful message on expressing gratitude, Nescaf√© also released a Raya brand advertisement starring actor Nicholas Saputra.
In an effort to tighten family bonds, Coca-Cola presented a heart-warming commercial featuring Fizo Omar and Elfira Loy. Conceptualised and co-produced by the creative minds at Media Prima TV Networks, the commercial is also part of a broader integrated campaign that Coca-Cola runs together with Media Prima.
Watsons Malaysia, together with TV3, jointly created a drama series entitled Raya Ni Dah Kahwin, a sequel to the popular Raya Ni Mesti Kahwin that drew more than 1.5 million viewers last year. Leveraging TV3‚Äôs massive following and position as the No.1 drama channel in Malaysia, Watsons also took the opportunity to deepen engagement on mobile through WeChat, offering viewers a chance to win prizes.
The collaboration with renowned electrical chain store Senheng took the form of a romantic webisode titled Cinta Karan, exclusively produced for the brand and presented on Malaysia‚Äôs No.1 video portal, Tonton.
The eight-minute short story featured the cast from the popular hit series Rindu Awak 200% , Zul Ariffin and Ayda Jebat. To optimise the fan engagement and experience, Senheng also launched a microsite to house Cinta Karan and all associated content on Tonton‚Äôs video portal. The dedicated site was accessible throughout the month for viewers to catch up on the latest episodes, bloopers, scoops and trending posts, including a virtual set by Senheng where fans could relive the characters in an immersive digital experience.
Malaysia‚Äôs leading detergent brand TOP invested in a full brand activation campaign with Media Prima, which included the Gaya Raya Yang Paling Top contest that was promoted across TV3 and TV9‚Äôs social media, as well as the entertaining morning talk show, Nasi Lemak Kopi O.
TOP also sponsored a wide range of customised Raya greetings featuring Media Prima celebrities and TV personalities to welcome Ramadan and Raya with great enthusiasm.
‚ÄúEngaging content often comes from the ability to tell a compelling story to your audience. We have spent years listening and responding to the Malay audience and producing entertaining programmes that inspire and evoke their emotions. Therefore, when it comes to content, Media Prima knows exactly what works, and what doesn‚Äôt,‚ÄĚ said Ahmad Izham Omar, chief executive officer, television networks, Media Prima Berhad.
He added that today brands rely on the knowledge and expertise of Media Prima not only to get their content done right, but to also provide them with insights that shape their strategy to touch the evolving Malay audiences, while maximising reach across every screen.
These campaigns were aligned with the diverse mass Malay demographic and psychographic profiles to enable brands to target and connect with the right audience.
These collaborations also represented a key part of Media Prima‚Äôs annual Ramadan and Raya campaign. Entitled ‚ÄúSyukur Selalu‚ÄĚ, it encourages Malaysians to discover the pursuit of real happiness through gratitude.
‚ÄúContent is a powerful way to differentiate your brand, but it is undeniably a crowded space out there. We want to make it easy for brands by bringing our resources together and giving them end-to-end content solutions ‚Äď from conceptualisation, talents, production, activation, and all the way to distribution. It‚Äôs a smarter marketing spend for higher business impact,‚ÄĚ Izham said.