CASE STUDY: Astro On-The-Go’s first human-iPad theatre brings entertainment to the streets

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.