Advertiser: Honda Malaysia Sdn Bhd Brand: Honda Jazz Creative Agency: - Credits: -
HondaJazz wanted to target millennials who are fun, adventurous, trendy and constantly active on social media. Automotive ads usually lack reality, humor and engagement as standard car TVCs don’t “WOW” them. This on top of online ads that are increasingly becoming blindspots pose as challenges.
Insight, Strategy and the Idea
According to surveys Malaysians prefer watching online content daily on their mobile devices over normal broadcast TV. Based on the changing media consumption habits of millennials, the format of commercials has shifted towards brands collaborating with online platforms through social content. Our strategy was to identify a social platform that had a knack for turning brand campaigns into content that captured the short attention span of millennials. Taking after its global counterpart, MGAG rapidly became one of Malaysia’s leading organic content platforms to reach and engage with millennials. Their aesthetic was to create slapstick humorous content which millennials could relate to on the daily. We also wanted to snatch the opportunity as the first automotive brand to be featured on the platform.
A video showing a scenario where the tables were turned and if women had to observe their men shopping for a car. To keep viewers hooked, we injected famous local punchlines and men adopting female shopping behaviors as ways of indirectly delivering the car USPs. In short, we wanted to highlight the various USPs of the HondaJazz without hard selling the product. The video was published on MGAG’s platforms.
Results and Effectiveness
With only RM23,000 and within a weeks’ time we managed to reach 5,188,449 people and got over 1,736,324 views and 43,230 engagements. Today, the numbers have tripled since and viewers interact in the comments, acknowledging the humorous content of the video and the HondaJazz. Our video exceeded MGAG’s benchmark by 80 times and is currently one of the top videos on MGAG’s Facebook.