A Korean heartthrob. A Raya love triangle. A kampung rivalry. A viral dance finale.
And the hero in the middle of it all?
A Korean inspired burger.
At a time when consumers are skipping ads faster than ever, Media Prima and McDonald’s Malaysia asked a simple question:
What if we stopped making advertisements—and started making entertainment instead?
The answer became Oppa Beraya, a three-episode branded drama series created to launch McDonald’s limited-edition Spicy Korean Burger.
And judging by the results, audiences were more than happy to watch.
“Instead of pushing another ad at consumers, we wanted to meet them where they already are. Everyone loves K-pop, and we have incredible local stars like Hael Husaini, Meerqeen, and oppa Han Byul—so we built our own group to bring ultimate entertainment to Raya… which is the best time to do this!” explained Chin Mei Lee, Senior Director, Chief Marketing Officer of McDonald’s Malaysia
The Challenges of Modern Advertising
Nobody wakes up hoping to watch a burger commercial.
But millions of Malaysians willingly spend hours watching K-dramas, following Korean celebrities, sharing TikTok edits, and debating fictional love stories online.
Instead of interrupting those behaviours, Media Prima Omnia decided to join them.
The creative team built an original Raya comedy inspired by Malaysia’s obsession with Korean culture featuring local heart throbs – Hael Husaini, Merqeen, Han Byul and Scha Elinnea
The story follows Sofea, a young woman returning from Korea to celebrate Raya in her hometown. Her arrival sends two local suitors into panic mode.
Desperate to impress her, they transform themselves into self-proclaimed “Oppas”, complete with dramatic gestures, overconfidence and plenty of embarrassing mistakes.
Predictably, chaos follows.
When Product Placement Becomes Plot
Here’s where things get interesting.
Most branded content squeezes the product into the story.
Oppa Beraya did the opposite.
The product became part of the plot.
As rivalries intensify, tempers flare and Raya preparations begin falling apart, the Spicy Korean Burger emerges as the unexpected hero—bringing the characters together while reinforcing the campaign’s Korean-inspired positioning.
The McD App and McDelivery service were woven naturally into the storyline, demonstrating utility without feeling like a sales pitch.
The result felt less like advertising and more like binge-worthy entertainment.
Exactly as intended.
Building a Content Universe
Creating the series was only half the story.
Media Prima then activated its ecosystem to turn Oppa Beraya into a full-scale entertainment property.
The campaign was amplified across TV3, supported by integrations on Melodi, Malaysia Hari Ini and Wanita Hari Ini, while digital extensions on YouTube and social media kept the conversation going long after each episode aired.
The lead actors Hael Husaini, Merqeen, Han Byul and Scha Elinnea further fuelled audience engagement through their own social channels.
The strategy ensured audiences encountered the story across multiple platforms rather than a single media touchpoint.
The Numbers Tell Their Own Story
The three-part series delivered an average audience of over 2 million unique TV views in just the first 3 days of Raya celebrations and achieved a remarkable 49% audience share.
Digital amplification generated over 400,000 organic video views across social platforms.
But perhaps the most important metric cannot be found in a report.
People watched.
Not because they had to.
Because they wanted to.
As for the success of the campaign, Mei Lee shared that the “Spicy Korean Burger sold out early! Fans flooded social media with baju raya selfies next to our in-store standees, and it’s a very nice thing to see.
We are just incredibly grateful to have played a small part in adding color and joy to everyone’s Raya”.
The Bigger Lesson for Brands
The success of Oppa Beraya highlights a growing truth in modern marketing.
Consumers do not hate brand content. They hate boring brand content.
When brands become part of a compelling story, audiences lean in instead of tuning out.
For marketers looking to break through increasingly crowded feeds and fragmented attention spans, Media Prima’s approach offers a glimpse into the future.
The future isn’t about making better ads.
It’s about creating unexpected entertainment that can sell anything – including Korean Burgers during Ramadan.
To find out more about how your brand can become the hero of the next big entertainment content, contact us at solutions@mediaprima.com.my
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