Audi Malaysia has joined in the merriment of Raya festive ads but instead of the typical festive greeting message, the brand decided to make its Raya ad work harder by also including a subtle call-to-action for consumers to attend the Audi Open Haus Sales Event.
Conceptualised by Geometry Global Malaysia, the festive campaign tapped on family, love and the unique bond between two brothers who are not only far in distance, but also in age.
In this story, a man who returns home to his hometown for Raya is puzzled by his younger brother’s persistent requests of following him wherever he goes. He is later reminded that he too was once persistently following their late dad wherever he went. He remembers the dad’s wise advice during their times together which made him the accomplished man he is today and understands that being together with his younger brother not only fulfils the father figure role but a chance to build positive memories that will empower their lives.
Ju-leen Tan, Senior Marketing Manager of Audi Malaysia shared, “We wanted to take the opportunity to create a deeper emotional connection with our audience by sharing a truly memorable and inspiring story surrounding love and relationship. Beyond that, it must resonate with our brand philosophy “Vorsprung durch Technik” innovation that drives progress. The team managed to deliver a positive brand message and transformed the heart-warming story into an integrated festive campaign.
Karen Koay, General Manager of Digital & Social, Geometry Global Malaysia commented, “Festive ads not only give an opportunity to strengthen consumers’ awareness and love for the brands, but they can be used to drive sales. The key is to find a way to balance these messages without destroying the integrity of the task. We are proud that we dug deep into our shared memories while we were growing up and how those moments shared by a simple request of Nak ikut boleh tak to our role models have shaped our lives.”
“Nak Ikut Boleh Tak?” video is part of Audi Malaysia’s integrated Audi Open Haus™ Hari Raya Sales Campaign. The video is being adapted into a holistic list of content ranging from- microsites, social media, radio, print, POSM, that lead consumers to Audi showrooms, or to book a test drive with Audi.
Check out the video below:
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APPIES Malaysia is an annual 2-day Marketing Congress and Awards Festival showcasing, sharing and celebrating the country’s best marketing campaigns. Shortlisted entries will be judged by 30 leaders in the Marketing industry who will put the presenter’s knowledge to the test in a unique Live Presentation environment.
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