Malaysian Media Awards Winners Showcase





2017 | |

MALAYSIA REACTS TO THE RAYA VIDEO WITH TEARS OF JOY

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

The Challenge
PETRONAS’ Raya TVCs have been synonymous with festive celebrations for over 2 decades. However, other brands had been emulating and PETRONAS themed commercials were flooding TV screens. We had to set a new benchmark.

Insight, Strategy and the Idea
Festive season sees the rise of media consumption. Video consumption during Raya goes up significantly (+65%) and starts right from the last week of Ramadan. Research concluded that a large number of Malaysians were engaging with reaction videos from all over the world. From latest marvel movies to the Game of throne spoilers Malaysians enjoyed watching how other people reacted to emotionally charged content. We created a chain movement around the PETRONAS Raya campaign by making Malaysians not just see but react to PETRONAS Raya commercials. AGENCY’S FIRST EVER REACTION movement allowed Malaysians to feel what fellow Malaysians were experiencing while watching the PETRONAS Raya commercial. We captured the audience emotions live and channelled it with an integrated campaign during the festive period unveiling the overwhelming emotions “Tears of Joy “shared by Malaysia.

Media Execution
7 DAYS BEFORE RAYA: Top actors shows their reaction videos on Melodi Phase 1: Three of the top teledrama 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 the same content on their respective social media gaining double exposure. 5 DAYS BEFORE RAYA Social Media KOLs that also recorded their reaction video on social media Phase 2: Six KoLs (Fadzil Zahari, Fynn Jamal etc) launched their reaction videos on their social media platforms encapsulating their emotional response to the Raya TVC. This sparked even more online conversation about the TVC and pushed more views on YouTube. RAYA EVE The TVC was timed right after the Raya Announcement on FTA to create impact.And callbacks on radio was pushed during Raya eve to target the ‘balik kampung’ travelers. ON THE RAYA DAY Phase 3: Says released their segment called ‘Malaysians Reacts To PETRONAS Raya Add, time to grab your tissues!’ showcasing six ordinary Malaysians reaction. The Says stories became viral quickly making their rounds on various social media pages. At the same time the newspapers started to talk about the TVC in a movie review anthology giving coverage to traditional media consumers. A youtube masthead takeover was also done to ensure digital reach. 4 DAYS AFTER RAYA Phase 4: Snapshot of Raya Reaction video with Editorials in the Berita Harian & Harian Metro. The Articles talked about how Malaysians felt about it and PETRONAS long standing contribution to the country. In no time it became the no.1 trending topic in Malaysia with independent articles in newspaper and socialmedia.

Results and Effectiveness
• 15million hearts touched thru this movement • 1,525,859 engagements • 45 minutes of additional video content • 23 FREE articles in print • Each video on Says received 200k+ view • An all-time high VTR of 47.94% • Over 1.6million organic views recorded • 13% organic increase in YT subscribers • 743 User generated content received during the campaign • Free PR worth more than 7.500,000 across traditional & social platforms • PETRONAS KPI of Bringing Malaysia together increased by 19%