Innovating connections: How Media Prima OMNiA drives impact through creative campaigns

This post is sponsored by Media Prima

In today's dynamic media landscape, brands seek innovative ways to connect with audiences. Through Media Prima, Malaysia's leading integrated media conglomerate, brands are able to tap into a wide range of platforms to deliver impactful campaigns.

The evolution of a media giant: Balai Berita and Media Prima

Media Prima's story begins at Balai Berita in Bangsar. Once the bustling hub of The New Straits Times Press (NSTP), founded in 1974, Balai Berita has witnessed the transformation of Malaysian media firsthand. From the launch of TV3 in 1984, which broke the government's monopoly on television broadcasting, to the strategic acquisitions and organic growth that led to the formation of Media Prima in 2002, Balai Berita has remained a testament to the Group's enduring commitment to news and entertainment.

Since then, Media Prima's journey has been one of continuous expansion, diversifying from print and television into radio (Hot FM, Fly FM, Molek FM), out-of-home advertising (Big Tree), content creation (Primeworks Studios), and digital media and becoming Malaysia's largest integrated media company. This forward-thinking approach, including early investments in digital platforms such as Tonton, has allowed Media Prima to not only dominate traditional media but also propel its digital footprint, reaching over 90% of Malaysian households and becoming a leading mobile content provider.

Balai Berita, though a physical building, symbolises this dynamic evolution – a space where news is gathered, stories are crafted, and campaigns are born, reflecting the pulse of the nation. It also signifies Media Prima's long-term commitment to its physical headquarters as a strategic hub for future content production and consolidated news operations, underlining its vision for continued leadership in the Malaysian media landscape.

Case studies on impactful engagement

Media Prima’s multi-platform approach enables campaigns that are both far-reaching and deeply immersive, engaging consumers across every touchpoint of their lives.

1. Nestle kotak rezeki dari hati: Nourishing communities, building connections

While Nestlé has consistently supported various CSR initiatives, few were aware of the role local farmers and communities play in producing the high-quality products. Nestlé’s commitment to giving begins at the source, changing the lives of farmers through improved sources of income and quality of life. Together, Nestlé and Media Prima brought to life the human stories behind Nestlé’s supply chain, celebrating a ‘made by locals for locals’ spirit. As a leading player in the media industry, Media Prima has consistently been at the forefront of addressing crises and social challenges. Nestlé will continue collaborating with Media Prima to spotlight more stories of their efforts in supporting local communities, enriching more lives too.

2. NIVEA micro drama: "Antara Cinta & Cemburu"

NIVEA Malaysia brilliantly leveraged its Antara Cinta & Cemburu micro-drama series during this Ramadan-Raya, aiming to showcase NIVEA face, body, and deodorant care through Izhan and Alya’s entertaining story. Distributed across key platforms such as SAYS and Oh! Bulan, the campaign achieved remarkable success, reaching 5.39 million users on Facebook and Instagram, and garnering over 1.56 million views. With an impressive 554,648 engagements, the series effectively captured audience attention. By utilising a relatable micro-drama format and strategic platform partnerships, NIVEA not only reached the right audience but significantly boosted brand engagement, proving the power of entertainment-led marketing.

3. SUPER Coffee bekpes hot tawan puncak Kinabalu: Reaching new heights in broadcast innovation

Media Prima Audio is more than just audio — it is an integrated experience, exemplified by the "Bekpes hot tawan puncak Kinabalu" campaign. While SUPER Coffee has been growing in value, it needed to drive volume growth. Traditional in-store promotions and visuals weren’t enough — not because the brand was struggling to be seen, but because it was struggling to be felt. The objective was to transform SUPER Coffee from a product into a symbol of everyday resilience. Hot FM, together with SUPER Coffee, set a new record with Bekpes Hot broadcasting for 24-hours while conquering Malaysia’s highest peak, Mount Kinabalu.

Media Prima's DJs — KJ, Johan, AG, and Fara Fauzana — are household names among SUPER Coffee's target audience: the hardworking, everyday Malaysians who live on perseverance and quiet strength.

SUPER Coffee was an emotional companion throughout every breathless update, whispered struggle and victorious shout reaching millions of viewers within 24 hours. This campaign delivered a +10bps uplift in volume and value share for SUPER Coffee and massive lift in brand affinity in its association with perseverance, grit, and Malaysian pride.

4. Softlan: Softlan Complete scent-sational train immersive journey

The launch of Softlan Complete called for a big splash to make its mark. The goal was for people to feel the freshness and scent, not just to watch it on screen. Hence, that's how the ‘scent-sational’ idea came about: an immersive journey through "Softlan complete 5-in-1 LRT" experience engaging sound, smell and touch.

Softlan and Media Prima wrapped the Kelana Jaya LRT train line in bright pink, featuring an image of clothes hung in a long line across the entire train in gradient colours. The campaign's tagline, "Pakaian kekal baru lebih lama" ('Keep clothes newer for longer'), was also displayed. To top it off, a live broadcasted from inside the train by TV3’s Wanita hari ini, turning an ordinary commute into a full-fledged media spectacle.

Driving forward with purpose

Media Prima takes a highly strategic approach to connecting brands with their target audiences. Through thoughtful collaboration and creative execution, impactful campaigns are consistently delivered to achieve commercial objectives. These initiatives go beyond meeting goals — they leave a lasting impression on consumers. Operating from the historic Balai Berita headquarters, Media Prima continues to shape Malaysia's media landscape, fostering deeper connections between various brands and the wider public. The result is meaningful engagement and brand resonance.