Leo Burnett Kuala Lumpur
Maxis
Hotlink
94% of Malaysian youth are on their phones while watching TV (Facebook IQ). So, when Astro invited Maxis’ prepaid brand Hotlink to collaborate on The Masked Singer, a reality singing competition where celebrities sing in masks while judges attempt to guess their identity, we knew we had to win the youth over on the second screen.
We launched Gerak Mask, a second-screen series that was filmed and aired ‘live’ alongside The Masked Singer. Gerak Mask starred influencers Wafiy and Fify as detectives who were on the hunt for the identity of the masked singers. During commercial breaks, viewers followed the detectives backstage as they got an exclusive look into clues. Between episodes, fans could also follow highlights and more clues, as well as a digital detective’s diary, to get a step closer to guessing the identity.
The collaboration was a win-win for Astro and Hotlink. Despite The Masked Singer being a new show, it gained 2 million TV viewers. Our digital content gained 32.7 million views, and our Gerak Mask was the #1 trending topic on Twitter during The Masked Singer’s season finale. All of these led to a +3 point increase in Youth Mobile Brand Usage (Hotlink Brand Health Tracker, 2020).
Executive Creative Director: Emir Shafri
Senior Creative Director: Walter Teoh
Designer: Sabrina Bien
Senior BM Copywriter: Izzul Rahim
Copywriter: Hana Sudradjat
Senior Account Director: Vinz Low
Account Manager: Sharon Tan
Social Media Manager: Lance Cheong
Media Planning Manager: Edina Lim
Media Planner: Vimal Kaliapan
Maxis Head of Consumer Marcomms: Ben Woo
Marcomms Senior Specialist: Nabil Fauzy
Marcomms Specialist: Janis Seet
Head of Media Engagement: Ai Peng Foong
Media and Budget Management Specialist: Baron Liew
Digital Marketing Specialist: Shaan Hyder
