368% MORE by Naga DDB Kuala Lumpur for Measat Broadcast Network Systems

368% MORE

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Industry TV Channels/Radio Stations and Programmes
Media Promo & PR, Case study
Market Malaysia
Agency Naga DDB Kuala Lumpur
Art Director Khoo Choo Kian, Lee Kah Shing
Copywriter Ted Lim, Raphael Ang, Kimberley Yap, Kc Chan
Released June 2010

Credits & Description

Category: Best Use of Print
Advertiser: MEASAT BROADCAST NETWORK SYSTEMS
Product/Service: WORLD CUP TV COVERAGE
Agency: NAGA DDB MALAYSIA
Date of First Appearance: Jun 28 2010
Entrant Company: NAGA DDB MALAYSIA, Selangor, MALAYSIA
Executive Creative Director: Ted Lim (Naga DDB)
Art Director: Ted Lim (Naga DDB)
Copywriter: Ted Lim (Naga DDB)
Art Director: Khoo Choo Kian (Naga DDB)
Art Director: Lee Kah Shing (Naga DDB)
Copywriter: Raphael Ang (Naga DDB)
Copywriter: Kimberley Yap (Naga DDB)
Copywriter: KC Chan (Naga DDB)
Client Service: Liew Wai Fun (Naga DDB)
Client Service: Lim Pei Li (Naga DDB)
Client Service: Gyn Gan (Naga DDB)
Media placement: Press Campaign - 27 Spots - China Press, Kwong Wah And See Hua Daily. - 14 June 2010

Insights, Strategy & the Idea
We need to inform viewers that the 2010 World Cup matches were available with live commentary in Chinese. Instead of the usual announcement ad in Chinese newspapers, we came up with a creative media solution, which allowed us to put words into the mouths of famous football personalities.

Creative Execution
We supplied 10 different blurbs ranging from “Are You Joking?” to “That’s Incredible!” to the sport editors at popular Chinese newspapers.

The editors placed the appropriate blurbs next to famous football personalities featured in their World Cup articles – so the ads came across looking like genuine commentary from football stars.

In one execution, after favourite England drew 1:1 against the lowly USA, Fabio Capello, the England manager appeared to say, “How is this possible?” in Chinese.

The copy beneath the blurb revealed that Capello was actually referring to ASTRO’s telecast of the 2010 World Cup with live commentary in Chinese.

Results and Effectiveness
Viewership of World Cup matches with live commentary in Chinese on ASTRO Channel 311 grew by a whopping 368%* as a result of the advertising campaign (*figures supplied by AC Nielsen).