Ensemble Worldwide Malaysia has released this cheeky ‘Turn Me On’ campaign for Astro, aimed to demonstrate Astro’s viewing experience from On demand, On channels and On the go.
The ‘Turn Me On’ campaign looks to light the spark between Astro and its customers, launched via a music video featuring the theme song ‘Turn Me On’ inspired by Backstreet Boys’ ‘I Want It That Way’ song. Through romantic expressions within the lyrics, the song entices Malaysians to spice up their viewing experience for an immersive and seamless journey by exploring 3 ways to ‘Turn Me On’ or begin a new relationship with Astro.
Phang Mei Jeng, General Manager of Ensemble Worldwide said: “Creating this campaign was so much fun, as the video gave us an opportunity to get playful with rewriting the lyrics, the choreography and the shoot. The double meanings and innuendo have turned some heads and got people talking on social media platforms, but we hope this helps bring awareness to the brand in a fresh new light. This campaign is a reminder of the love Astro has for its customers, and we hope it helps to resonate on a more real level with the younger generation.”
Christinne Lim, Director, Marketing at Astro said: “In line with an evolving customer viewing trend, Astro would like to enable our customers to have a richer, convenient and more flexible viewing experience. Saying that, the perception of Astro being largely associated with channels browsing remains. This campaign seeks to cut through the clutter and create clarity amongst customers with three main ways to enjoy our service – Channels browsing for viewers to catch their favourite scheduled content; Video On Demand, allowing viewers to stream over 50,000 of their favourite shows anytime; and Astro GO, a stream-anywhere service, accessible across four devices simultaneously.
The 360 campaign runs from 26 Sep – 30 Nov 2020 across TV, radio, DOOH, digital and on-ground activation to further engage with Malaysians. Along with the music video, the 3 ways to ‘Turn Me On’ choreography will be used in collaborating with influencers to launch a dance challenge on Instagram Stories. A ‘Turn Me On’ radio contest will further reward listeners who call in after the Turn Me On song cue to correctly answer a simple question.