Astro created a mini mobile theatre through a combination of digital and on-ground initiatives, comprising of 50 iPads and a mini flash mob to show various key genres offered on Astro On-The-Go.
Background
The essence of Astro On-The-Go is being able to watch Astro programmes anytime and anywhere.
Aim
Astro wanted to demonstrate the convenience and content of Astro On-The-Go in a fun and innovative way, as well as create hype, curiosity and buzz.
Execution
Inspired by Intel's Pop-up theatre, Astro used a combination of a flash mob and a 50-screen human-iPad theatre to draw attention at various locations throughout Kuala Lumpur—from shopping malls to mamak stalls (Indian Muslim restaurants) and the busy roads of Bukit Bintang.
Each human ipad-theatre performance was based on location and a different content theme, from live Uefa Euro 2012 football matches, Korean shows and Disney, to Malay a Chinese dramas.
The flash mob participants helped convert users’ interest to actual leads (downloads/sign-ups) with Astro On-The-Go sales leaflets and the application loaded on iPads to demonstrate the benefits of Astro On-The-Go.
Result
The campaign ran from the end of June to July 2012 in various popular locations in Klang Valley, Malaysia.
A Youtube compilation video of the Astro On-The-Go human iPad theatre has achieved more than 260,000 views in two months. Astro received a surge in traffic to the Astro On-The-Go website and sign-ups for the service during the campaign period.