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. 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
5. 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)
6. TEASER ADS (May)
Strategy
Drum up pre-launch supported by teaser ads with
insertions in over 20 regional and local magazine titles
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
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. 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. OUTDOOR
Mall Advertisement
SM City Fairview in
Malaysia
Mall Advertisement
SM City Sta. Mesa
in Malaysia
Aa Giant Chess
Stunt in Philippines
14. TV – Cross Channel Promotion
Cross promotion on other cable channels with high PMEB reach and profile
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
19. WEB BANNERS – Teaser & Launch
Online banners were be placed on various portals and brand’s website
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. 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. ONLINE MEDIA
Campaign Duration: 16 May to 5 June
SEM/SEO
Google Display
network banners
Youtube Tru-view
Yahoo! Editorial
Extended Digital Clips
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
27. > 150 pieces of coverage
PR Value > USD$3 Million
Press Coverage
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. 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
