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Growing brand love
during the festive season
of Hari Raya.
Overview
Hari Raya in Malaysia and Indonesia is a period when people return to their hometowns or villages to be with their loved ones. And the main mode of transportation will most likely be a car. In 2023, we shot our first-ever Hari Raya brand film. Driven by a strong, relatable insight, the film went viral. In 2024, we wanted to go with a different story idea in order to avoid falling into the trap of predictability.
A car is an essential part of the family that can evoke and carry memories for the family.
Human Truth and Insight
The Story
Working with my team of in-house creatives, we decided to go with a more comedic, action-packed approach, with the key message that "a good car is as essential as any family member".
Building on the Raya brand film, we also collaborated with well-loved celebrities and influencers to tap into their fanbase for them to share their very own Raya stories.
We successfully entered the conversation during the festive season with:
10.9 million
Over
impressions
61%
30Sec skip
5.3 million
More than
video views
26%
video completion
93%
positive sentiments
56K+
engagements
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