15 MARCH – 10 NOVEMBER 2013
To engage Malaysians beyond the TV screen.
Consumer media entertainment group Astro organised the event to allow consumers to discover the “wholesomeness” of Astro’s offerings.
An event was held for the brand to creatively showcase Astro content, products and services to drive and up sell subscriptions. The event also provided the brands present at the event a platform to engage with consumers.
Astro had a comprehensive Planet Gempak campaign that was communicated to public on the date, venue, celebrity line-up and the excitement in store at each location. The integrated 360 marketing campaign comprised of communication messages on TV, radio, print media, digital and out-of-home to create awareness weeks before the event date.
Part of the 360 marketing initiatives to promote the event through different mediums included high rotation of TV on-air promos, radio promos and infozone announcements, on-print, out-of-home promotion, SMS blast, website and social media messages.
The brand also engaged celebrities to endorse the event via on-air promos and their personal social media network accounts, encouraging their own fans to visit the carnival to have an up-close and personal interaction with them.
On top of that, Astro also cross promoted Planet Gempak through different Astro programmes or live shows, for instance, AF2013, MeleTOP and Awani news to generate public interest and to constantly remind them to not miss the event.
For the Kuala Lumpur leg, Astro struck a tie-up with Berita Harian to carry special coupons on the newspaper which readers can use to redeem prizes or discounts for Astro’s exclusive merchandise.
Planet Gempak brought Astro signature programmes such as MasterChef, Akademi Fantasia, Kilauan Emas, Oh My English! and Fear Factor Selebriti Malaysia on ground so that visitors can have a feel as part of the shows via the interactive activities, exhibitions, games, freebies, challenges and live performances.
Other participants at Planet Gempak included Astro international channel partners such as Disney, Discovery Channel, HBO and AXN.
Personalities from these programmes came to engage and interact with visitors. Fans of Akademi Fantasia and Kilauan Emas had the opportunity to join a singing competition with stars from the programmes at the Kilauan Fantasia booth while adventure enthusiasts teamed up with the Fear Factor celebrities to complete the challenges at Fear Factor booth.
Cook show lovers could also participate in cooking competitions with MasterChef celebrities.
There were also meet and greet sessions with A-list celebrities, personalities and icons from various programmes, as well as mascot appearances from children’s channels.
Visitors could interact with the likes of Datuk AC Mizal, Aaron Aziz, Zizan, Neelofa and, Nabil while kids enjoyed the presence of Upin & Ipin, Batman, Spiderman plus characters from Madagascar, Ninja Turtles.
There were also celebrity and mascot appearances at Planet Gempak at the dedicated mini stage.
There was also a hot air balloon ride for customers who signed up for Astro packages at Planet Gempak in Seberang Perai. The event also showcased different concerts on every Saturday and Sunday night.
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The event saw a total turnout reaching almost one million across the four locations.
The event saw sponsors such as Proton, Domino’s and AIA gaining an increase in sales.
In terms of sales, Planet Gempak brought in 15% more than the average number of new subscription and upsell recorded during other ground events this year.
Astro On-The-Go, on the other hand, recorded up to 56% of increase in take-ups compared to the average daily subscriptions.
There was a tremendous increase of visitors at the Astro Gempak website during the events, leading to a 678% in incremental in page views and 127% in unique visitors.
AC Nielsen’s data revealed the Akademi Fantasia 2013 Semi Final concert that was held live at Planet Gempak Kuala Lumpur had a rating of 950,000 viewership.
There was post-event media coverage across TV programmes (Propaganza, MeleTOP and Astro Awani which carried live crossovers), radio shows (SINAR fm and THR Gegar), print publications (Utusan Malaysia, Harian Metro and The Star) and online platforms (Media Hiburan online, Rotikaya and Murai).
For both stunts FIC partnered with a local pay TV operator and affiliate, Skapa! to run a The Walking Dead catch-up marathon and promotions that included 10-day free view of the FOX channel and The Walking Dead prize giveaways. This resulted in increasing the monthly new subscriber acquisition by 7.5 times the monthly average.
One of the biggest challenges in organising the event was creating a differentiated event from the rest.
“We were very clear with our positioning and objective when we launched Planet Gempak, it was about bringing Astro’s exciting content to life, therefore giving us the opportunity to better engage with the customers, offering something ‘extra’ to Malaysians by bringing high-rating programmes such as MasterChef, Akademi Fantasia, Kilauan Emas, Oh My English! and Fear Factor Selebriti Malaysia as well as the personalities from these programmes closer to them. Not only that, it also featured international programmes from channels such as HBO, Discovery Channel, Disney, Animal Planet and AXN. An immense sense of fulfillment was felt when we were able to present Astro’s big productions and live shows like the Akademi Fantasia concerts to the ground of Planet Gempak,” Teh said.
“Evidently, Planet Gempak brought TV to life for all. It reflected Astro’s commitment in offering more relevant content, greater viewing experience and a 360 customer experience to Malaysians,” he added.
For future events, Astro will bring something new and more engaging activities that the whole family can participate in.
“Hence we will continue to bring in all the content attractions that will engage Malaysians with Astro. Hopefully, we will be able even more locations next year to foster a stronger bond with our audience and especially celebrate the over 3.5million household subscribers for continuously being our biggest supporters,” Teh said.