Ragini Chatterjee
Jul 26, 2012

CASE STUDY: Astro and Malaysia partner up to get Malaysians to speak English

MALAYSIA - Broadcaster Astro launched 'Oh My English!', Malaysia’s first educational sitcom to emphasize and promote the learning of spoken English among suburban and rural communities.

CASE STUDY: Astro and Malaysia partner up to get Malaysians to speak English

Background

Malaysia has always had a national emphasis on the value of learning English and the many degrees to which English can be used. However in the suburban and rural communities of Malaysia, Malaysians don't believe English is useful for day-to-day activities.

Aim

Astro set out to promote Oh My English! as a demonstration of Malaysian students learning how to speak good English at school. It emphasised the benefits of learning good English compared with speaking poor English and showed situations where one wouldn’t be able to share as many good or new experiences, in comparison to someone who can speak well.  

Execution
Through a series of TVC and online videos posted on YouTube, the campaign dramatised travelling or conversational “fears” of being misunderstood or being left out of conversations due to poor English.  After watching the show, inspired viewers could then pledge to speak better English on the Oh My English! website. NagaDDB also created a Facebook page that featured videos of local Malaysian celebrities encouraging Malaysians to improve their spoken English. The show also engages and chats with fans via its Twitter feed

Results
Since its launch of May 20, the show has drawn over 2.2 million viewers on Astro. Its YouTube channel has received 3.3 million views and the show has picked up 87,428 fans on Facebook and more than 20,600 followers on Twitter. Plus, more than 3,000 Malaysians have pledged to learn to speak better English. 

 

 

 

Source:
Campaign Asia

Related Articles

Just Published

4 hours ago

Is cheap the new black? E-commerce's existential crisis

Ultra-cheap e-commerce is a race to the bottom. CMOs must build value-driven strategies to survive the "87% OFF!" era, opines the author.

5 hours ago

Omnicom, WPP and Publicis shops vie for top spots ...

Meanwhile, four new agencies enter the top 20.

6 hours ago

Why brands are scaling back their sustainability ...

A record-breaking hot year makes COP29's climate finance promises feel dangerously inadequate. Corporate sustainability is crumbling under cost pressures and a "quiet" greenwashing surge.

6 hours ago

Goodbye first screen, hello wearables: IMG's vision ...

The future is multi-device, driven by the rise of wearables, personalised AI, and YouTube's dominance as the leading platform. Find detailed insights here.