Gps Bay Malaysia Sdn Bhd Promo, Case study LOST by TBWA Kuala Lumpur

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Industry Automotive products, services and accessories
Media Promo & PR, Case study
Market Malaysia
Agency TBWA Kuala Lumpur
Creative Director Chow Kok Keong
Copywriter Chan Ka Chew, Tan Jit Seng, Loo Kok Seng, Lee Huey Ning
Released April 2013

Credits & Description

Advertiser: GPS BAY
Agency: TBWA\KUALA LUMPUR
Category: Best Use of Audio
Advertising campaign: LOST
Chief Executive Officer: Aaron Cowie (TBWA Kuala Lumpur)
Copywriter: Chan Ka Chew (TBWA Kuala Lumpur)
Audio Visual Producer: Chey Feng Mey (TBWA Kuala Lumpur)
Copywriter: Chow Kok Keong (TBWA Kuala Lumpur)
Copywriter: Lee Huey Ning (TBWA Kuala Lumpur)
General Manager: Shaun Tay (TBWA Kuala Lumpur)
Creative Director: Chow Kok Keong (TBWA Kuala Lumpur)
Copywriter: Loo Kok Seng (TBWA Kuala Lumpur)
Audio Visual Producer: Stephanie Ooi (TBWA Kuala Lumpur)
Chief Creative Officer: Saad Hussein (TBWA Kuala Lumpur)
Copywriter: Tan Jit Seng (TBWA Kuala Lumpur)

Effectiveness
The hijacking of the radio shows became the talk of the town but the real proof was in the sales – GPS BAY recorded an increase of 35% during the campaign period.

Execution
Since youths tune in to the popular 'Aunt Agony' radio programmes to discuss relationship issues, the agency took the opportunity to hijack those radio shows to increase brand awareness – with practically no media money.It was a major feature, because the media did not see it coming, no thanks to the lead-in which was deceptively intriguing. The clueless DJs hosting the shows inadvertently became a part of radio history because no such thing has ever happened before.

Strategy
GPS BAY wanted to heighten its brand awareness among the car-owning youths, who are potential targets of car navigator systems. Unfortunately, GPS BAY has an extremely small advertising budget compared to its competitors. Hence, the brief was to seek a ground breaking creative idea for radio because the target drivers tune in to radio shows often. The idea took the form of an out-of-radio-box hijacking stunt. A caller was hired to call unsuspecting DJs of Aunt Agony radio shows and misled them into thinking something else before dropping brand mentions which in turn created resultant brand awareness!