A part of Star Radio Group, Red FM took home the silver award at the Malaysian Media Awards 2014, under the category ‘Best Use of Radio’ for the campaign, ‘Red FM Turns Blue’.

With this radio-centric initiative, Samsung used the 2013 Chelsea’s Asian Tour to reach out to Malaysian football fans and convert them to new customers.

RED FM was their station of choice for the idea as it is established ‘red station’ and its WTF announcer, JJ was a well-known ‘Red Devils’ fan.

In the four-week contest, listeners had to call in and answer questions all true Chelsea fans should know.

If all their answers were correct, the announcers would up the stakes and turn ‘Blue’ for a day.

By the end of the campaign, the station conceded its ‘RED’ brand for one day, declaring itself as ‘Blue FM’ on air.

Announcers put on the blue Chelsea gear and posted pictures on Twitter, Instragram and Facebook to announce their new loyalty to Chelsea and Samsung.

The campaign garnered 237,000 listeners, 96,185 users were led directly from RED FM website to Samsung Facebook page, 20,467 social posts were created and conversations spurred by football fans organically increased by 100 percent.