Media company Astro’s festive campaign #Kosongkosong reportedly became the most popular Raya term and most mentioned keyword on social media during its two-month duration from 1 June to 5 August last year. This is according to numbers captured by Vocanic.
Named “Kosong Kosong, Buka Lembaran Baru”, (loosely as getting a clean slate) the campaign focuses on the concept of turning over a new leaf, seeking forgiveness and making amends, to align with the values celebrated during Ramadan and Raya. It ran for two months during Ramadan and Hari Raya and was aimed at encouraging Malaysians to reconcile with one another, so that they can forgo the past and work towards a better future, together.
As part of the network’s Hari Raya advertising, the campaign also featured real celebrities’ stories which ran on Astro’s multiple platforms such as Astro TV, Astro Radio, Astro Digital and Astro Publications. According to data from Vocanic, the most watched video garnered 1.13 million combined views.
Naga DDB was in charge of artwork for the campaign. VLT was tasked to manage the campaign’s digital executions while Mindshare was responsible for above-the-line media-buying duties.
According to viewership numbers captured by Nielsen, the campaign garnered increased viewership from Malay viewers, as compared to the previous year, a spokesperson told A+M.
Astro outperformed FTA TV comprehensively during Raya 2014 with a dominant 60% viewing share.
“The Malays had spent more time watching Astro channels compared to FTA TV. They spent on average,three hours every day watching Astro. The gap is broadening year on year, with an increasing viewership on Astro,” head of malay content for Astro, Khairul Anwar Salleh told A+M.
Astro also worked with social media service Vocanic which measured the #kosongkosong campaign on mobile. The campaign reportedly drove more mobile downloads about food and Islamic content from its Malay users.
Vocanic’s numbers revealed it as the most successful Astro hashtag campaign with over 227,000 conversations using #kosongkosong. The hashtag had an estimated reach of over 28 million unique users and 90 million impressions across all social media platforms, said Astro,
On mobile, #kosongkosong campaign has driven more mobile download about food and Islamic content – 100,000 on Salam Muslim and 10,000 for chef Astro mobile apps.
The success of the campaign has inspired Astro to reuse the #kosongkosong for this year’s Hari Raya advertising. This time around, the campaign will feature real life stories from the public to once again inspire family values and reconciliation as its overarching theme.