Dentsu Malaysia and Axiata Spotlight Nation’s Hidden Heroes in Groundbreaking Merdeka Campaign

By The Malketeer

Advancing Every Individual Towards Becoming Catalysts For Change

In a refreshing departure from traditional national day celebrations, Dentsu Malaysia partnered with Axiata Group Berhad to unveil “Malaysia’s Hidden Heroes,” a compelling Merdeka 2024 campaign that turned the spotlight on extraordinary yet unsung Malaysians who have quietly elevated the nation’s global standing.

Running from Merdeka Day through Malaysia Day (August 31 – September 16), the campaign challenged conventional narratives by showcasing remarkable individuals whose achievements often go unrecognised.

The campaign’s honourees range from a NASA competition winner and an eSports champion to a dedicated teacher, a clinical scientist, an international photojournalist, and an international speech competition winner.

Each of these individuals may not be household names, but their accomplishments resonate deeply with Malaysia’s national identity and ambitions on the world stage.

Breaking Records Across Digital Platforms

The campaign’s performance exceeded expectations, achieving remarkable engagement across multiple platforms:

• Over 4.2 million reach across platforms
• 3.88 million views on TikTok with a 98.8% view-through rate
• 2 million YouTube views with a 39.32% engagement rate
• 1.2 million views on Meta platforms with an 88.5% view-through rate

Creative Vision Meets Strategic Execution

“By focusing on the stories of lesser-known achievements, the campaign showcases how everyday Malaysians push boundaries to inspire others to unite, combining talents to elevate the nation’s reputation on the global stage,” explains Ellison Fernandez, Executive Creative Director at Dentsu Malaysia.

“These unsung heroes embody Axiata’s commitment to advancing every individual towards becoming catalysts for change.”

What makes the campaign even more remarkable is that the entire production was completed in just two days, demonstrating the exceptional dedication and efficiency of both teams involved.

Building National Identity Through Individual Stories

Audrey Chong, CEO of Dentsu Malaysia, highlighted the campaign’s deeper significance: “As a team with our roots in Malaysia, we resonate deeply with Axiata’s identity with the nation and ambition to sew the fabric of the nation. This campaign was born out of a recognition that people from all walks of life form our nation’s collective identity, no matter how big or small. We are proud to be part of this meaningful campaign and grateful to all involved in delivering it within such a short timeframe.”

The campaign featured diverse stories, including:

• Sydney Engelbert’s journey
• The inspiring tale of the Selangor Red Giants
• Kevin Lim’s remarkable achievements

Impact and Innovation

This campaign stands out not only for its impressive metrics but also for its innovative approach to national storytelling.

By choosing to highlight lesser-known achievers rather than celebrated national icons, Dentsu Malaysia and Axiata have created a more inclusive narrative of national achievement that resonates deeply with everyday Malaysians.

The campaign’s success across multiple digital platforms demonstrates the power of authentic storytelling in connecting with modern audiences, while its execution showcases the ability to deliver high-impact content under tight deadlines.

After 20 years of evolving technology, shifting market trends, and adapting to changing consumer behaviour, the media landscape has nearly reached saturation.

We’ve optimised to the fullest, providing advertisers with abundant choices across technology, platforms, data-driven marketing, CTV, OTT, DOOH, influencer marketing, retail, etc.

Media specialists have diversified, but with more options comes the challenge of maintaining income growth. The industry is expanding, but revenue isn’t keeping pace.

Now, we’re at a TURNING POINT: time to explore and harness new sustainable revenue streams. While GroupM forecasts a 7.8% global ad revenue growth in 2024, challenges like antitrust regulation, AI and copyright issues, and platform bans persist.  

Collaboration is key: partnerships that thrive on synergy, shared values, and aligned goals are becoming increasingly essential.

Hence, the Malaysian Media Conference, in its 20th year, has assembled the partners and players under one roof on October 25 for a day of learning, sharing, and exploring.

 

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