Astro One - Semua Show Best Best Ada

Agency

NAGA DDB SDN BHD

Client

Astro Malaysia

Product/Service

Astro One

Brief

Astro was facing a crisis. Viewership was declining, subscriptions were dropping, and Malaysians were moving on. From TVs to TikTok. From cable to creators. From Astro to anyone else. We were not just losing audiences; we were losing relevance.

The problem stemmed from three major shifts. Behaviourally, people were no longer watching from their sofas as entertainment now had to move with them on phones and tablets. Perceptually, value was no longer in the platform but in the content, and our bouquet was starting to feel stale. From a brand point of view, Astro had become their parents’ Astro instead of theirs.

Amid all this change, one thing remained true. Malaysians still loved content, especially local. Social media and YouTube viewership for Malaysian shows were growing rapidly, proving that the hunger was still there.

Our strategy was clear. Reignite hearts before reclaiming wallets. We needed to reintroduce Astro as the most relevant platform for today’s families, the

Solution

Every kid loves to brag that their parents are better than their friends’ parents. In 2024, bragging rights came with proof, and in Malaysia, that proof was content. From the hottest dramas to the funniest comedies, kids proudly used Astro’s lineup to show that their parents were the coolest because they had access to all the best shows on Astro One.

We brought this idea to life through the hero film “My Parents Are the Best.” Set in playful playground banter, kids compete over whose parents are better, each one flexing Astro One’s universe of dramas, comedy legends, kids’ shows, and star-studded casts. The film didn’t just highlight Astro’s content—it dramatized the promise of Semua Show Best Best Ada.

Our celebrities became the proof. From drama stars to comedians, Astro’s talents appeared as part of the kids’ “evidence,” making each brag feel real, funny, and full of heart.
The result was a clear shift. From generic platform talk to personal family p