Challenge
- Create awareness of Aurawhite brand and create differentiation between two brands to its target audience.
Solution
- Partnered with Astro TV, strategically sponsor Duo Star. Aurawhite target audience. (Malay audience)
- Aurawhite communicated wholesomeness and family values as the duo (husband and wife) work together as a team to build the brand.
- Communicate the message of “Two is Better than One”, inline with Duo Star’s concept.
- Ambassador appearance – hLive, CCTV, MeleTOP
- 500 branded promo on Ria, Prima, Citra, Warna & Mustika
- Digital – Astro Gempak
- Social conversation – FB, Twitter, Instagram (#DuoStar, #DuaStarBattle)
Results
- Pilot season – Duo Star garnered 6.2 million viewers in 7 weeks.
- 11% higher compared to another singing reality show.
- 1.6 million budget, 9.2x ROI.