BFM Weekly Highlight: 16 March

BFM    MARKETING MOJO    A+M

Malaysia - In last week's BFM 89.9 Marketing Mojo segment, A+M highlighted how digital marketing is getting more and more popular but studies have shown that one of the major challenges that marketers face is the lack of measurability.

Systems, structures and budgeting have not evolved quickly enough to meet the changes in consumer behaviour, causing a huge discrepancy between internet penetration and online ad spends.

Although brands like Levi's and Luen Heng F&B are taking to digital formats to engage with consumers, Nielsen has found that while online media consumption is growing quickly, television remains the favourite media for Asia Pacific consumers.

In global highlights, Thailand's beauty brand Oriental Princess launched a new six week-long integrated campaign aimed at encouraging Thai women to question societal expectations and what beauty means to them.

Titled "Women", the campaign was created by JWT Bangkok, asking Thai women to define their own concept of self-worth. The TVC poses a series of thought-provoking questions that target at the insecurities felt by women of the Thai society.

Locally, Proton unveiled its latest P3-21A sedan during its Power of 1 roadshow, with different QR codes placed at the event allowing users to view videos of the car being developed in stages.

The new P3-21A was developed for the global market, targeting the family segment and also the young executive.

This week's campaign segment heard from a radio ad done for Attak, Brazil to prove that it can produce any imaginable sound.

Download the podcast at http://www.bfm.my/resource-centre.html to listen to the full segment.

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