Challenge
Cuckoo was looking for a BIG celebration for their 5th Birthday. When they approached Astro, we offered to bring our BIGGEST Malay brands together for the first time to create a bespoke KONSERTKOO #withCUCKOO!
Solution
ERA, SINAR, GEGAR, ZAYAN, Gegar Vaganza & SYOK were put together to develop a campaign cutting across multiple touch points of Events, Television, Radio, Digital, Social Media & Celebrities! The campaign culminated in a concert at Sunway Lagoon Surf Beach on the night of 23rd November 2019 for attendees to catch their favourite personalities from Astro and top Malaysian entertainers. The concert was live-streamed on the Facebook pages of all 4 top Malay radio brands in Malaysia and broadcasted as a special segment on Astro’s No.1 Malay entertainment show Gegar Vaganza.
The concert also incorporated the client in multiple ways including through the product launch of Cuckoo’s latest product, the Twin Pressure Multi-Cooker JHT10, officiated by the Group CEO and Founder of Cuckoo International, Mr KC Hoe. There was a special contest giveaway to CUCKOO customers of the Hyundai Ioniq and Cuckoo products, as well as the announcement of CUCKOO’s new brand ambassador for year 2020, Dato’ Sri Siti Nurhaliza.
Results
Together with CUCKOO, we created new milestones within a 6-week campaign across Astro TV, radio, events, digital and social media platforms to reach 94% of Malay households in Malaysia for our KONSERTKOO #withCUCKOO campaign:
- 15,000 concert attendees
- 2 million listeners on Radio
- 250,000 views on Facebook Live
- 240,000 viewership of KONSERTKOO #withCUCKOO on Astro RIA