The “Juara” Song and Music Video were aired on TV, radio and online. “Juara” was even performed at concerts organised by TV stations whilst the “Hebat” troopers were sent to youth hang-outs to create on-ground buzz. We got the Radio DJs to sing to “Juara” and they spoke about what “Generasi-Hebat” meant to them. The singers were interviewed on TV entertainment talk-shows and fans chatted with them online. Meanwhile, Bloggers posted pictures of themselves wearing “Hebat” ties in various ways. One even posted a picture of himself with 365 bottles of BRAND’S Essence of Chicken. On the digital space, we created a Facebook community, allowing youths to interact with BRAND’S and each other. An interesting Music Video application was developed to allow them to upload their own pictures into the Music Video. Once uploaded, it will look as if the youth themselves were appearing in the Music Video instead of 5 singers.

16,000 fans within the 1st phase for what was considered a Chinese medicine, of which at least 80% of the new believers are Malays. We attracted 80,000 online video views of the “Juara” Music Video and also RM 370,000 worth of PR value. “Juara” became one of the Top 10 most requested song on Hot FM whilst the viewers of the largest youth TV channel in Malaysia voted it the Top Youth campaign. This campaign helped achieve a sales growth of 15% year on year.