Malaysian Media Awards Winners Showcase





2015 | |

The Girl in the Green Tudung : Rejoice captures Muslim Malays with One Smooth Story

Advertiser: Procter & Gamble
Brand: Rejoice
Creative Agency: Mediacompete Sdn Bhd
Credits: -

The Challenge
Hijab wearers have increased significantly over the years, catalyzed by celebrities and influencers. Our key competitor successfully rode on this trend, while Rejoice shares are declining as previous functional communications lost relevance among Malay girls.

The Solution – Insight & Idea
“I am Muslim AND Malay”. Our target consumers are self-defined by two identities as both Muslim (religion) and Malay (race). Hijab, an Arabic word, is viewed as a foreign concept and the hijabista trend is seen as a fad. Tudung is the Malay word for cover, which majority of our low profile, duty-focused, aspiration-seeking target identifies with. We needed place Rejoice at the core of these identities thus the idea: Rejoice Smooth Story of Progress. We iconized a green tudung as Rejoice’s new brand symbol and crafted a story behind it.

The Execution
Knowing our target identifies with underdog stories and adore celebrities, we created GADIS BERTUDUNG HIJAU (The Girl with Green Scarf), a 5-episode “dramedy” about Siti, a simple kampung girl with a dream of making it big in the city starring Elfira Loy. Siti overcomes challenges and gradually progresses in having confidence in herself, as manifested by her GREEN TUDUNG. In the story, Siti becomes the blogger cum Rejoice Girl behind the Rejoice Blog and gives advice to readers. Siti also records a VLOG inciting audience engagement. We smartly integrated our actual digital content in the episodes and directed viewers to the actual Rejoice Blog for extended interaction. The show was amplified on digital, TV9 primetime slots and ElfiraLoy’s social platforms, and in-store.

The Results
We reached almost 2 million girls on TV9, 12% above target and >500k viewers followed the story on YouTube, 3.9x vs. planned resulting to increased penetration +1.6points vs. previous month, 0.4% share increase P3M. We connected with 28,000+ in-store and achieved 25% conversion. The campaign generated over RM500k earned media.