Malaysian Media Awards Winners Showcase

2017 | |

Malaysians React To Raya

Advertiser: Petroliam Nasional Berhad
Creative Agency: -
Credits: -

The Challenge
We had PETRONAS’ emotionally stimulating Raya Video but every other Raya commercial had a similar storyline. We had to stand out and get our way through this clutter.

Insight, Strategy and the Idea
Malaysians are highly emotional but they are shy to share them. However, they are fast to adapt and like to follow things that others are doing. One of the biggest trends of 2016 was REACTION VIDEOS. From latest marvel movies to the Game of throne spoilers Malaysians enjoyed watching how people reacted to videos. So we crafted Malaysia’s first ever Reaction video strategy: a movement to instantly capture reaction to PETRONAS Raya-Film. And spread the emotional response in the form of new engaging video content that took over Malaysian screen media.

Media Execution
Three top tele drama actors on TV3 recorded their reaction videos (complete with tears) and the video was shown on Melodi, Tv3’s highest rated entertainment show. The actors also pushed this same content on their social media. Then, six social media KOLs launched their reaction videos encapsulating their emotional response to PETRONAS’ Ray-film. Sparking conversations across social media with their fans following suit. released their segment called ‘Malaysians Reacts to PETRONAS Raya Add, time to grab your tissues!’ showcasing six ordinary Malaysians’ reaction to our Raya-Film. The Says video stories became instant viral. Furthermore, TVC was timed right after the Raya Announcement on FTA to create impact. In no time, the whole of Malaysia was reacting and creating their own Reaction videos filled with Tears of Joy.

Results and Effectiveness
• • Over 1.6million organic views recorded • 45 minutes of additional video content • 1,525,859 engagements • Each video on Says received 200k+ view • An all-time high VTR of 47.94% • 13% organic increase in YT subscribers • 743 User generated content received during the campaign • Free PR worth 7,500,000+ PETRONAS association with “Bringing Malaysia together” increased by 19%