Merdeka LHS Malaysia awarded creative duties for Astro’s 2018 FIFA World Cup Russia

Merdeka LHS, part of the Dentsu Aegis Network Malaysia, has been awarded creative duties by Astro for the upcoming 2018 FIFA World Cup Russia following a pitch.

With the appointment, Merdeka LHS is tasked to deliver an integrated creative campaign for the 2018 FIFA World Cup, which includes conceptualising the overall campaign idea, strategy and creative communications across all major platforms, such as digital, social media, mobile, TV, radio, out-of-home, on-ground activation and point-of-sale.

Astro is the official broadcaster of 2018 FIFA World Cup Russia, which will take place from 14 June to 15 July, showing all 64 matches live, in high-definition (HD) and available anywhere (via Astro GO app).

“The biggest and most anticipated sporting event in the world this year is happening real soon. You love the game, you love the World Cup, Astro loves bringing it to you. Understanding this passion, we presented a holistic branding campaign built on data-rich creativity, offering insights on the different audience segments, behavioural analysis of each segment, and customised engagement strategies that will bring real value to Astro’s business,” said Yasmin Mokhtar, Managing Partner, Merdeka LHS.

“Furthermore, since the last World Cup four years ago, the consumer journey has evolved dramatically and viewers are in for treat. There are more formats and platforms to enjoy the matches and for audience engagement,” she explained.

“All in all, our proposition is rooted on this: there is no experience like the FIFA World Cup and only Astro delivers this magic. Astro has also made the World Cup Channel Pass available for everyone on Astro GO, so all Malaysians, can join in the excitement of the World Cup! So we’re really thrilled to be partnering Astro to bring epic World Cup moments to all,” she added.