Advertiser: Malaysia Digital Economy Corporation (MDEC) Brand: MDEC Creative Agency: - Credits: -
Mandated with the transformation of Malaysia’s digital economy, MDEC launched the eRezeki and eUsahawan programmes to help the nation’s low income earners, the B40s, earn more from digital economy. Our task was to rally, get participation to change lives.
Insight, Strategy and the Idea
A deep dive understanding of B40s led us to discover that their biggest barrier of participation is self doubt and the fear of the unknown. They are also mostly sole income providers of the family and could not afford to take any economic setback. Many did not know how and where to start. In our strategy, we must make the programmes RELATABLE to B40s and convince them that anyone, any average Joe can do it! This gave birth to our big idea of Let’s Rise Together with DigitalEconomy and expressed simply as #YOUCANDUIT which became our rallying cry. #YOUCANDUIT became the biggest movement in Malaysia with massive participation from the media, personalities, government and private agencies and many more to inform, showcase, and proof that the programmes can improve livelihoods.
Three lovable ‘Sibergurus’ (teachers for the programmes) kicked off campaign awareness across TV stations with high impact placements, complimented by YouTube video seeding and social media. To further boost engagement, we worked with MaharajaLawakMega to create branded content capsules to educate the benefits of the programs. Importantly, with AstroAwani we created a first with #YOUCANDUIT TV. With content fully dedicated to answering questions and providing information and updates on the campaign. Testimonial videos featuring real life B40s’ success stories further instilled confidence that YOU –EVERYONE CAN DO IT.
Results and Effectiveness
In 8 short months, #YOUCANDUIT reached 10+million viewers, garnered 52million online impressions and attracted over 600,000 unique visitors to the websites. More 100,000 low income Malaysians are now trained and have generated a cumulative additional income of RM59million. A whopping 40% above target!