Sweep campaign for Suria FM, one of Malaysia's popular Malay-language private radio stations with a high listenership, is known as "Jangan Cuak," meaning "Do Not Panic." The objective is to promote a radio contest called "Saat Panic," where listeners are encouraged to call in and answer 6 common-sense questions asked by the announcer within 6 seconds to win cash prizes.

“Jangan Cuak” (Do Not Panic) challenges participants' ability to stay calm and provide correct answers under time pressure. The intense, adrenaline-pumping experience of this contest inspired the idea of incorporating video game elements. Video games are known for their fun yet nerve-wracking challenges, which led to the concept of turning the announcers into video game characters. These characters are designed to be cute and engaging, aiming to attract interest.

The "Jangan Cuak" campaign was promoted through various consumer engagement platforms to create awareness not only about the contest but also for Suria FM. The campaign plan included digital materials (Google banners and website), social media posts, out-of-home (OOH) advertising (power screens and billboards), and print media (newspaper and magazine ads).

Client Name : Star Media Radio Group

Channel : Online Media, Social Media, OOH, Print & i-Videos

Project date: July, 2015

Task Roles: Creative Director, Project Management