Advertiser: Telekom Malaysia Berhad Brand: TM Creative Agency: - Credits: -
Hari Raya is one of Malaysia’s largest festive periods and everyone advertises during it. Including our client, TM who had a generic Raya TVC. Our task was to cut through the clutter of feel-good raya films and get 1 million views on digital platforms.
Insight, Strategy and the Idea
The fasting month encourages Muslims to be generous in donating and performing good acts. Furthermore, Malaysians are generous, ranking 7th most generous in the world. Our strategy was to leverage on this generosity by providing them an opportunity to help the less fortunate. Instead of ‘story tell’ we wanted viewers to ‘story do’. So we gamified the TVC, where every interaction leads to a donation by TM to charity, calling it #Pakcik Misteri after the character in the TVC.
First we split the TVC into 4 segments, gamifying each segment to compel viewers to click and continue watching in the interest of charity e.g. in the dark alley scene, users had to click the light bulb to light it up. Accumulated clicks were than translated into real money that TM would donate. We worked together with ‘Suspended Meals Malaysia’ to sponsor meals for the needy, seeding #PakcikMisteri as the kind stranger who did it. To spread word, we used organic & paid content, dark network social channels, Influencers and ran a social contest.
Results and Effectiveness
We gained 1.26 million views and 9.3 million clicks resulting in TM donating RM30,000 to charity. Our social page saw organic growth of 2000 fans with the campaign reaching to 8.5M Malaysians. Talkability around the brand saw PTAT grow to 76,000 with the campaign driving 2300 submissions for the social contest. Our paid content social seeding strategy (dark networks and influencers) resulted in 4.8mil Reach and 21,207 Engagement Suspended Meals Malaysia Activation Social Seeding resulted in 79,120 reach (avg. 13k/post) and 368 engagement (avg. 61/post)