To celebrate ERA’s 11th year anniversary, in 11 locations around Malaysia, while promoting Perodua.
The Solution :
A continuation of the Jelajah ERA event held last year, Jelajah 11 ERA together with Perodua this year successfully ended their musical journey at Dataran Pahlawan Melaka, Melaka. The tour had brought ERA and their listeners from all over the peninsula closer, and if in 2008 Jelajah ERA toured around 10 locations, this year they were determined to tour 11 locations marking their 11th anniversary. Jelajah ERA brought together ERA announcers and popular local celebrities on the same platform starting off at Dataran Tasik Kluang, Johor on the 9th of May 2009. Overall about 100,000 listeners gathered for the concerts all around Malaysia. The finale concert in Dataran Pahlawan Melaka featured performances by 15 top local and international artistes including pop outfit Ladylike from Sweden and rock band Alexa from Indonesia. Visitors were able to participate in the road show activities conducted by ERA and Perodua from evening until late at night. One out of thousands of visitors was the lucky draw winner who walked away with the grand prize, a brand new Perodua VIVA 11 ERA.
The Results :
1) 100,000 visitors attended the nation wide tour.
2) We received a huge response from ERA listeners and general public at every stop, as people were excited to celebrate the occasion, and watch performances by their favourite station announcers and artistes.
3) Perodua received massive branding throughout the four month long campaign, and was able to promote their new car throughout Malaysia