Brands such as Samsung and Honda have established partnerships with Media Prima Television Networks to grow its mass Malay market share.
At the recent Anugerah Juara Lagu (AJL31), Samsung took on the stage to reward the ‘best performance’ and the title honour of ‘Juara Lagu’ winners. The brand also announced a chance for fans to win newest Samsung Galaxy A series smartphone and rewarded a celebrity with a 3D/ 2N “A” trip for two at St. Regis Hotel, Langkawi.
Honda, to promote its newest Honda Civic, brought on board celebrities such as Man Bai and Nadia Annuar to the location in the latest Honda Civic.
This move was a part of an effort to ramp up its local televised awards shows through investment in creating opportunities and creative brand integration efforts. This will include initiatives to strengthen the unification of its free-to-air, digital, social media, radio, print and out-of-home media platforms.
Interestingly, according to IEG Sponsorship Report, global sponsorship spending was projected to reach US$60.2 billion in 2016, tracking a steady compounded annual growth rate of 3.33% from 2012. Sponsorship spending on international awards like the Academy Awards and Grammy Awards was expected to worth $139.2 million in 2016, up 4.3% from the previous year.
“Awards platforms like AJL31 showcase some of the most-watched programmes in Malaysia. They have evolved to become an effective platform for brands to be seen and reach out to the mass Malay market. At Media Prima Television Networks, we are constantly exploring creative ways to redefine event sponsorships and the collaboration with our partners,” Nini Yusof, group general manager for client servicing, Media Prima Television Networks said.
“We create new opportunities to allow brands to deliver unique experience and engage with millions of our viewers and audience across platforms. That’s how brands unlock greater value from event sponsorships. Pure-play media exposure is no longer sufficient,” added Yusof.