Advertiser: MALAYAN BANKING BERHAD Brand: Maybank Creative Agency: - Credits: -
Watching branded TVCs on Raya was a norm but most of them have the same look and feel. Interestingly Maybank wanted to position itself as a Digital Bank of Choice on Raya-the most tradition-al day.
Insight, Strategy and the Idea
Malaysians Love Music & Raya celebrations are not complete without it. They absolutely love Karaoke and it’s considered to be the best form of celebrations. On the other hand,Malaysians were thrilled by technology “Gadgets and Mobile phones”. The agency suggested to give a brand new Raya anthem and make it part of the pop culture by fusing it with tech. The biggest breakthrough came when we discovered that 2.5 million Malaysians were using SMULE–a karaoke Mobile app but no Malaysian brand had used this technology. We negotiated the first ever Smule collaboration by a Malaysian brand and centered our campaign on this revolutionary app “a pocket karaoke”
First we created a Smule style video and uploaded -1 version and the lyrics on the SMULE app. DISPLAY directed them straight to the app where they could instantly start singing. SEARCH targeted those looking for Raya music downloads for their Balik Kampong journey. YOUTUBE caught the attention of those searching popular Raya songs. We populated the song across Digital media (YouTube, Facebook, and Instagram) and created peer pressure to entice submissions. Popular KOLs Hafiz Hammiudin ,Tasha Manshahar, and Aisyaah Aziz submitted their Smulerenditions which encouraged their followers to do the same. In no time entire Malaysia was singing to #MaybankJomRayaon real-time basis, using Smule. Since Raya is about sharing happiness we incentivised everyone who sang along.
Results and Effectiveness
• 2443 Malaysians sang along • 1,525,859 engagements • 2.5 Million views ,completion rate 37.94% • Engagement rate of 7.28% • Celebrity renditions views 600,000+. • Free PR worth more than RM 3 MN, covered by all key portals including Fuyooh, Oh Media, etc. • Maybank’s association as a Digital Bank of choice +32%