the apprentice asia campaign report
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TRANSCRIPT
INTEGRATED MARKETING CAMPAIGN
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
A 360 CAMPAIGN
An integrated 360 marketing campaign that maximizes buzz and reach for this exciting all new production to our viewers
Digital
TV & Radio
Outdoor
Viewers Engagement
PRE-LAUNCH
The Apprentice Asia pages were added to Wikipedia and IMDB, which increase credibility of the Show Page link, http://www.axn-asia.com/programs/apprentice-asia
Search Engine Optimisation
(Off-page)
TEASER ADS (May) Strategy Drum up pre-launch supported by teaser ads with insertions in over 20 regional and local magazine titles
TEASER ADVERTORIALS
Augustwoman
Nylon
Motherhood
IM Mag
Clive
JUICE
Total Film
Nylon
Augustman
Hangout Jakarta
Golf
LAUNCH - OFFLINE
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
ADVERTORIALS
Augustman
Nylon
Motherhood
Clive
Total Film
Augustman
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)
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
OUTDOOR
Mall Advertisement
SM City Fairview in
Malaysia
Mall Advertisement
SM City Sta. Mesa
in Malaysia
Aa Giant Chess
Stunt in Philippines
TV – Cross Channel Promotion Cross promotion on other cable channels with high PMEB reach and profile
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
LAUNCH - ONLINE
SOCIAL MEDIA
Teasers
Trending in
M’sia
eDM BLASTS
WEB BANNERS – Teaser & Launch Online banners were be placed on various portals and brand’s website
#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.
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
ONLINE MEDIA Campaign Duration: 16 May to 5 June
SEM/SEO Google Display network banners
Youtube Tru-view
Yahoo! Editorial
Extended Digital Clips
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
RESULTS
SOCIAL MEDIA FAN RESPONSE
TRENDING ON TWITTER Philippines on TX evening & next morning
Indonesia TX evening
Malaysia morning after TX
> 150 pieces of coverage
PR Value > USD$3 Million
Press Coverage
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.
S.E.A: THE APPRENTICE ASIA IS THE #1 SHOW IN ITS
TIMESLOT AMONG PMEBS The Apprentice Asia Audience 000s
Singapore, Malaysia, Philippines
Full Season Cable 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