Astro Entertainment Promo IMAM MUDA by Y&R Kuala Lumpur

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Industry Public awareness
Media Promo & PR
Market Malaysia
Agency Y&R Kuala Lumpur
Photographer Eng Kok Sean
Released May 2010

Credits & Description

Category: Public Health & Safety, Pubic Awareness Messages
Product/Service: ASTRO OASIS
Date of First Appearance: May 25 2010
Entrant Company: Y&R MALAYSIA, Kuala Lumpur, MALAYSIA
Creative Directors: Tuan Haji Izelan Basar/Edward Ong/Angie Sim (Astro Entertainment/Y&R Malaysia)
Copywriters: Nawiruddin Zainal/Resham Ibrahim (Y&R Malaysia)
Art Directors: Zarak M. Zain/Farid Yusof/Azrul Shamsuddin (Y&R Malaysia)
Account Supervisors: Lisa Hezila/Christine Chang/Sharifah Sharina/Amy Marini/Mokhzani Mustapha (Y&R Malaysia)
Creative Group Heads: Resham Ibrahim/Nawiruddin Zainal (Y&R Malaysia)
Photographer: Eng Kok Sean
Media placement: TV - Astro Oasis Channel - May 25, 2010

Describe the objective of the promotion.
Foremost, religion is an extremely delicate topic at times. The objective was to make contemporary Islam relevant to today’s youth and give Islam its rightful voice. How could we get thousands of young contemporary Muslim men to compete in a religious themed reality show to be the next ‘Imam’ (Leader), get the satellite audience to tune in weekly and make the show a commercial success but without the usual reality show style SMS voting mechanism. Finally, put the international media spotlight on the show and its message and so present an alternative contemporary face of Islam to the World.

Describe how the promotion developed from concept to implementation.
The strategy was to identify a new breed of Muslim Imams (Leaders). Replace the rhetoric of the greying fundamentalists with young Imams to help young Muslims relate to and navigate the modern world with an updated religious compass. The relationship between Muslims and their Imams is far more profound therefore the search for an Imam Muda (New Leader) was central to the idea. This led to the idea of using Reality Show format as a means to not just finding the next young Imams but to get the Muslim youth involved and engaged in this process and its intended message.

Explain why the method of promotion was most relevant to the product or service.
Astro satellite broadcasting has a penetration of approximately 50% of the 6.4m households in Malaysia*. From a universe of 3.2m (50% of 6.4m), Astro’s Malay penetration (subscribers) is 55%*. Hence it’s a perfect tool to promote the Reality Show with this penetration. Imam Muda (or Young Leader) was on one level a reality show targeted to only 60% of the country (the Muslim population of Malaysia). On another far more profound level, it has become a very real part of the solution to one of the World's most pressing problems - the marginalisation of young contemporary Muslims.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The Imam Muda finale generated a viewership of 800,000** (a market share of 24 %**) with an average viewership of 416,000 ** which is six times higher than the average viewership (70,000 **) of other programs on the channel it is aired on (Astro Oasis channel). Imam Muda has (at time of press) 296,088 Face Book fans. On a global scale, this simple idea has to date generated over US$30 million worth of media exposure****, generating headlines in US, Europe, and the Middle East. The show have also been covered in detail by CNN, CNBC, BBC, CNA and Al Jalzeera.