Malaysia – Astro has launched A-List, a new channel that showcases critically acclaimed and award winning movies international and regional films.
With a very select target audience in mind, a supporting multi-platform advertising campaign was rolled out with the tagline “Watch Something Different”.
The goal of the campaign says Astro is to drum up awareness for the channel which targets the young, artsy, cultured film connoisseur who appreciates non-mainstream movies.
Wizards Room, the creative agency for this campaign created a “Cam-head” figure as the campaign’s signature icon. This icon serves as a campaign cornerstone and will be used across print, television, digital and ambient advertising.
Print ads have been rolled out on local titles like The Edge, The Star, News Straits Times and The Sun while TV commercials are running on Astro and online.
Lite FM and BFM announcers including Yasmin Yusuff, Umapagan Ampikaipakan, Richard Bradbury and Kam Raslan have been enlisted to conduct movie reviews and content features on their respective shows.
Geometry, Astro’s activation agency, developed a social media campaign to further their reach.
#PlotSomethingDifferent is a creative way for users to create their own film poster by plotting their own unique storylines in eight words or less. Professional sketch artists then bring these plots to life through a movie poster sketch. This is available on Facebook. There are also further plans to develop more campaigns digitally, and through ambient advertising.
The campaign will wrap up some time in December.
Henry Tan, chief operating officer of Astro said: “We know Malaysians love movies, from Hollywood blockbusters to Asian mainstream movies, and increasingly, independent and alternative films from around the globe, as seen in rising interest in world cinemas and film festivals."
"More cinema goers are enthusiast of International Screens, and are looking for movies with depth, thought-provoking themes and distinctive stories – weaved together in cinematic art form. Astro is committed to serve this growing segment of customers who appreciate sophisticated content offering with our A-List channel.”
A-List is available on Astro channel 456.