Due to the rising costs of running TVCs, more and more brands are choosing NOT to produce and run TVCs. However, a large percentage of Guardian's target market are still reached via that medium. We wanted to find a way to still run TVCs at a cost Guardian could afford.

Guardian started implementing the platform - that works by getting clients to contribute financially to the ongoing campaign while in return gaining airtime that they individually couldn't afford - since January 2017 with media bought on TV channels such as Astro channels, TV3 and TV9 on Malaysian broadcast network across the country.

After seven months,and already three campaigns, of great success through three campaigns, Guardian plans to continue this platform and build on it to further create a richer shopping experience for their customers.