Spin Communications, a three-year-old boutique agency with a central phliosophy of Kongsi-ness’ which means ‘to share seems to hit the right note when reading the consumer pulse. Its latest campaign for Perodua Myvi encompasses that approach with the phrase JikDak-logy.
JikDak-logy. Is not a word immediately familiar to most, but one that Perodua created, to soon become a household adage. The word “JikDak” literally translates to mean "so worth it" in Chinese, and this catchphrase “JikDak-logy” is used in Perodua's latest Myvi Chinese campaign.
Comprising of web films, television and radio spots, this campaign is aimed at the Chinese market and stars a multi-dialect talent in various comedic roles (one of which is a "Gangnam-style" inspired K-Pop star). This series of ads trumpets the numerous values of the Myvi; benefits appealing to the target audience such as fuel efficiency, safety features and a monthly repayment of RM480 take centre stage.
By combining strong content with a light hearted approach, this campaign further connects the brand with the Chinese community, and enhances its position as a genuine contender in the automotive market.
The Radio Campaign kicked-off on the 10th of September and TVC 15th September and online web films on 18 September, 2012. The catchy theme is Myvi Jikdak-logy which means ‘So Worth It’. Targetted to the Chinese demographic, it’s a multi-media campaign involving TV, Radio, and Digital.
The media for Perodua is handled by Vizeum.