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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. To grow brand love during this period, Carro & myTukar released a brand film to communicate the brand values of "trust", "perseverance" and "innovation", with plenty of local flavor that will touch the hearts of Malaysians and Indonesians.
We often think our presents matter more than our presence, but time spent with our loved ones is actually the most precious gift.
Human Truth and Insight
The Story
Working with my team in-house creatives, we created a story about a father’s love for his son, and how it drives them closer to one another.
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.
And by anticipating the soaring Raya-related searches during this season, we created a series of dynamic ads to precisely speak to our audience.
Through all these, we successfully entered the conversation during the festive season with:
9 million
impressions
Over
5 million
video views
More than
RM5 million
in PR value
Over
25%
increase in cars bought
110%
increase in cars sold
Our brand consideration increased by
13%
Direct traffic to our website increased by
15%
Organic searches on Google increased by
30%
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