Branded Content & Entertainment
This category is for efforts that effectively reached their audience through the creation of original branded content that is not advertising. The award honors branded content led ideas that are the heart of the communications program.
Ho Ee Ki - Let It Go
The Chinese community perceived Mudah.my as a second-hand marketplace and avoided shopping on it during Chinese New Year festival. To fight this cultural taboo, we turned a common saying in Hokkien into a catchy song - 'Hoeeki' (Let It Go), asking consumers to let go of their old items on Mudah.my to receive greater blessings in return. In a season of buying, we focused on selling! 'Hoeeki' garnered 5 million views, turned a three-year trend of decline in listings into a 7% increase and became a flagship property for the brand.
Agency: Isobar Malaysia
Seen as a premium yet distant foreign brand, Apple wanted to build deep emotional connection with Chinese consumers in a distinct and meaningful way at CNY. To establish the brand’s human values behind the innovative technology, we celebrated precious family reunion moments through the film “Three Minutes” shot entirely on iPhone X. The film reached 138 million views during the holidays and made headlines as “setting a new standard for advertising.”
Brand: Apple Inc.
Client: Apple Inc.
Agency: Media Arts Lab