First and largest TV Reality Show owned and produced by MCIX as Famous Farming TV Show, highest rating show on TV / Digital
The Challenge:
Consumer's life spent on commercial is shorter for several reasons such as too much branded content, difficult to connect, story and stress. So brands require more than just an Ad. People don't consume Ads like before.
At the same time, people are consuming long form drama show and series concert nation wide, but franchise international shows are expensive, and not sustainable platform for our client's brands to utalize to communicate with consumers. Digital marketing landscape has shifted a lot in local market with consumer behaviors, VPN issues and social media platform limitations.
At first our client comes to use with new idea of communication to explore more about emerging platform like TikTok to penetrate and market. But our strategy team brainstorm and gather insights from real consumers and competitors. The real challenge o short-form TikTok content is "what happens after they consume short content". Among other content creators, our brand will have challenge to connect withing their user journey. So we would like to come up with more holistic approach of social media as a transformation and increase the impact of digital marketing effectiveness.
The Comeback:
So we come back with the idea of what if we created a brand new TV reality show that test the limit of Celebrities in Farming, the are many challenges and audience will see the new angle and perspective of the celebrities. And our client Myanma Awba, the leading agriculture brand in Myanmar will get values from public attention.
So we created the first and largest Famous Farming Show with top raiting 12 Celebrities to challenge the Games total 12 rounds and air nation wide TV Channel 7 and streaming on YouTube, TikTok and Facebook for replay. This show break the records of most streaming TV reality show produced in Myanmar, growing social media audience and get huge benefits and PR values in return for all sponsorship brands.
The idea is to come up with brand new approach asking top celebrities to do the work of farmers in the real ground. Not on the stage, not at the set, the real farm, they have to do the multiple challenges that all farmers are having. That's how this concept resonate and relevant with the consumers and brand. This kind of content what real consumers would like to engage and experience. And at the same time, brand received huge opportunity to increase top of mind on social media, increase brand love on digital and this show becomes the most viral show in the history of Myanmar.
