Blood Relations of Miss A
2. Audio Kancils [2.2a Best use of branded audio content: Single]
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Links:
Product/Service:
Sheng Tai International Sdn Bhd
Client:
Sheng Tai International Sdn Bhd
Brief:
The irony here is simple; the need for blood always reaches its peak during festive seasons (more travellers=more accidents), yet blood banks have the lowest collection rates during festive seasons. And the reasons for this can be as inane as not wanting to break certain taboos during Chinese New Year. For example, one should avoid the use of any items that may draw blood, as it is considered unlucky. Furthermore, red packets of 'œluck' are given out during Chinese New Year, to wish blessings and wealth upon others. So this year, Sheng Tai International decided that if anyone was giving out red packets, they should be red packets that ACTUALLY matter. And they would be red packets filled with wealth AND health. So, the Gong Xi Kongsi Blood Donation Drive was born. A play of words (Gong Xi meaning well wishes and Kongsi being a Malaysian word for share) the event saw people break tradition in the hopes of making a real difference.
Solution:
To better reach the Chinese audience we began by hijacking one of the nation's most popular Chinese radio shows, 大城心事 (City's Heart Beat) on 988 FM, a late night show hosted by radio DJ Chan Fong (陳峰) who offers remedies for troubled relationships to his listeners. We created a series of radio ads that disguised themselves as relationship problems faced by Chan Fong's listeners. One particular story focused on the love triangles and relationship shenanigans amongst 'anonymous' characters typically named Miss A, Mr B, Mr O, and so on. The relationships are filled with mismatches and obvious non-acceptance. Just like at the blood bank where certain blood types can only match with corresponding blood types. And we're always looking for that one perfect match. At the end of each storyline, the DJ reveals the call for action to his listeners to attend the Gong Xi Kongsi Blood Donation drive by Sheng Tai International to donate blood and find their own perfect match.
