Agency: Naga DDB Tribal, Malaysia
Strategy
Though brand awareness of Astro remains high, the brand is losing its relevance with its Malay audience. In August 2016, Astro's brand index fell to a 2-year low score of -33.5 amongst them. Hence the need to engage them was more important than ever. Hari Raya Aidilfitri (Eid al'Fitr) is an important celebration for Muslims and having brand presence during the period will increase engagement with a majority of our Malay consumers.
However, brands have also begun investing heavily into the season thus increasing competition of reach and attention during the Raya period....