Over the course of the last year, Astro Radio has taken a number of calculated moves to establish its position as a multi-platform, hybrid advertising solutions provider.
The first major move was the launch of its two new, digital-first radio brands – ZAYAN and GOXUAN – back in October 2017. This was followed by an unprecedented industry undertaking of dropping “FM” from all its radio brands in January 2018. Most recently, 15 of its campaigns were shortlisted for this year’s Spark Awards across radio, social media, online video and app award categories. This recognition of the Astro Radio’s cross-platform capabilities further underpins its brand promise to delight and entertain all segments of the Malaysian population regardless of platform.
Then this week (wc 6 Aug), Astro Radio launched a surprise agency invasion on its media partners and clients, during which the team handed out Astro Radio branded brookies with the tag “More Than Just Radio”.
But why and what is a brookie? A brookie is a gooey, delicious hybrid of a brownie and a cookie baked to perfection. Datuk Jake Abdullah, Chief Executive Officer of Astro Radio shared with us that they selected this hybrid food to reinforce that their 11 brands are not just radio stations anymore but are instead hybrids that cut across a myriad of consumer touchpoints. What remains a constant is that content is at the heart of everything Astro Radio does. This ability to tell great stories is what resonates with their community of 15.8 million fans.