The Apprentice Asia Campaign Report


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The Apprentice Asia Campaign Report

  2. 2. OVERVIEW & RECAP 1. Campaign Objective • Pop a hit for AXN that drives ratings, resonates with clients (ad sales/affiliates) and raises AXN brand profile 2. Communication Message • Teaser: Asia’s Toughest Job Interview • Launch: The Game is on to be Asia’s First Apprentice 3. Target Audience • Demographic: Professionals, Managers, Executives, and Businessmen • Psychographic: They are motivated by achievement and are concerned about the opinions and approval of others. Success is defined by money for strivers, and is essential to have enough to meet their desires • Fans of Reality TV… and Tony Fernandes 4. Target Markets • Malaysia, Singapore, Philippines, Indonesia, India
  3. 3. A 360 CAMPAIGN An integrated 360 marketing campaign that maximizes buzz and reach for this exciting all new production to our viewers Digital Print TV & Radio Outdoor Viewers Engagement
  4. 4. PRE-LAUNCH
  5. 5. The Apprentice Asia pages were added to Wikipedia and IMDB, which increase credibility of the Show Page link, Search Engine Optimisation (Off-page)
  6. 6. TEASER ADS (May) Strategy Drum up pre-launch supported by teaser ads with insertions in over 20 regional and local magazine titles
  7. 7. TEASER ADVERTORIALS Augustwoman Nylon Motherhood IM Mag Clive JUICE Total Film Nylon Augustman Hangout Jakarta Golf
  9. 9. PRESS ADS Weekender  Full front page ad  Advertorial on back page  Front cover Mast Head calling out for #LikeAnAsianBoss  Weekender FB post Berita Harian, 22 May (Page 9) The Edge, 20 May (Page 33) TODAY News right, pg 21 Straits Times Main paper, 1st part
  10. 10. ADVERTORIALS Augustman Nylon Motherhood Clive Total Film Augustman
  11. 11. LAUNCH ADS IN MAGAZINES We launched the key ad for Apprentice Asia featuring Tony & 12 contestants, stepping up on their game and this is illustrated by the Chess Board and Tony & contestants looking to make a move Insertions are across regional and local titles (over 20 titles)
  12. 12. OUTDOOR SG: Prime Business Districts Elevator Screens Running of our promo in the prime network of flat-panel displays - over 400 premium office & commercial buildings located in the prime business districts, reaching over 100 million business executive on a monthly basis in Singapore. Campaign period: 20 May – 2 June (2 weeks) Billboard in Kuala Lumpur Klang Valley Sunway/Puchong toll & Federal highway Period 10 June to 7 July
  13. 13. OUTDOOR Mall Advertisement SM City Fairview in Malaysia Mall Advertisement SM City Sta. Mesa in Malaysia Aa Giant Chess Stunt in Philippines
  14. 14. TV – Cross Channel Promotion Cross promotion on other cable channels with high PMEB reach and profile
  15. 15. RADIO CAMPAIGN Commercial spot buy in radio stations in Singapore, Malaysia & Indonesia Camaign period from 17 May – 12 June Click above to listen to radio spot
  16. 16. LAUNCH - ONLINE
  17. 17. SOCIAL MEDIA Teasers Trending in M’sia
  18. 18. eDM BLASTS
  19. 19. WEB BANNERS – Teaser & Launch Online banners were be placed on various portals and brand’s website
  20. 20. #LikeAnAsianBoss FACEBOOK APP A Social Media movement where viewers are invited to illustrate what #LikeAnAsianBoss means to them via Instagram, Twitter & Facebook. Example: A Ferrari with the car plate 8888 (Caption: Drive #LikeAnAsianBoss) Promotion: Facebook Media to support and raise awareness of campaign.
  21. 21. THE APPRENTICE ASIA INDEX WEBSITE APP A “fan favourite” contest for viewers to vote for their favourite Apprentice Contestant through using the official contestant hashtag on Twitter or ‘Share’ a post on Facebook. The more viewers vote for their favorite Apprentice Contestant, the higher the Contestant’s stock rises. Promotion: - On-air - via Astro Red Button Application
  22. 22. ONLINE MEDIA Campaign Duration: 16 May to 5 June SEM/SEO Google Display network banners Youtube Tru-view Yahoo! Editorial Extended Digital Clips
  23. 23. WATCH & WIN CONTEST Contest was hosted on AXN website, and the mechanics was such that viewers had to tune in each week’s episode to catch a weekly code to win prizes weekly. TOTAL CONTEST ENTRIES (REGIONAL): 31,113
  24. 24. RESULTS
  25. 25. Facebook Twitter SOCIAL MEDIA FAN RESPONSE
  26. 26. TRENDING ON TWITTER Philippines on TX evening & next morning Indonesia TX evening Malaysia morning after TX
  27. 27. > 150 pieces of coverage PR Value > USD$3 Million Press Coverage
  28. 28. APPRENTICE ASIA EP 1-11 ATTRACTED 14.7M FANS Audience Reach 000s based on combined reach 000 of Singapore, Malaysia, Philippines, Taiwan & India Data for 22 May – 31 Jul 2013 (SEA) / 24 May – 2 Aug 2013 (TW & IN) of all available runs of Epi 1-11 Source: Kantar Media Singapore/ Philippines, AGBNMR Malaysia/Taiwan, TAM India The Apprentice Asia Audience Reach 000s Singapore, Malaysia, Philippines, Taiwan, India Cable 4+ Cable 15+ Cable PMEB Singapore 211.8 Singapore 203.0 Singapore 76.7 Malaysia 3,567.0 Malaysia 2,848.4 Malaysia 526.0 Philippines 1,331.7 Philippines 989.2 Philippines 122.3 Taiwan 1,777.6 Taiwan 1,650.5 Taiwan 388.3 India 7,774.0 India 6,324.0 India 1,310.0 Combined Reach 14,662.1 Combined Reach 12,015.1 Combined Reach 2,423.3 Note: For India, it is not inclusive of ratings of second repeat.
  29. 29. S.E.A: THE APPRENTICE ASIA IS THE #1 SHOW IN ITS TIMESLOT AMONG PMEBS The Apprentice Asia Audience 000s Singapore, Malaysia, Philippines Full SeasonCable 4+ Cable PMEB Telecast details: Wed 9:05-10:10pm Audience 000s based on combined ratings 000 of Singapore, Malaysia and Philippines Data for 22 May – 31 Jul 2013 Source: Kantar Media Singapore/ Philippines, AGBNMR Malaysia