Despite having no media spend or marketing budget allocated for a Merdeka Day campaign this year, Entropia and The Chicken Rice Shop (TCRS) conceptualised and executed an on-ground activation for the chain, which went viral.
Within a few days, the campaign amassed a whopping 4.2million organic views, and 690k engagements across Facebook, Instagram, Twitter, TikTok and Whatsapp.
In the spirit of Merdeka, selected TCRS outlets broadcasted ‘Negaraku’, the Malaysian national anthem, and secretly recorded customers’ reaction – guerilla style.
The footage was then pieced together to create a share-worthy Merdeka video, which was released on TCRS’ social media channels – a few days before Malaysia’s National Day on 31 August.
Neeraj Gulati, partner at Entropia, says, “COVID-19 hit the F&B industry the hardest, and this was the time we worked even closer with the TCRS team as a strategic partner. We found the team at the restaurants gave everything they had to fight this tough phase. It’s a salute to all the Malaysians who have stood up tall and faced the onslaught of the massive disruption, not just for themselves, but also for the ones around them.”
“We knew our content had to be impactful, relevant and shareable, so people could become our media and do the work on behalf of the brand. Malaysia’s Queen, Her Majesty Raja Permaisuri Agong, even shared the video on her Instagram profile, garnering over 100k views on its own.”
June Song, marketing manager for The Chicken Rice Shop, comments, “Entropia came up with a brutally simple idea to showcase the love we have for our country. And we did not expect such an overwhelming response from our patrons and the online community.”
Piaget Wong, director, social at Entropia, adds, “Social media is a channel to exchange human stories that go beyond the first and second degree of connection. Our team was able to work around the clock to deliver content that resonated and brought Malaysians together as ONE in these challenging times; and with our proprietary A.I. based platform, we were able to identify the right channels to share and spread these inspiring stories at #AyamMalaysian”.
The video shows, in every outlet where the anthem was played, staff stopped serving customers and even shoppers outside of TCRS stood to attention as every single person observed the national symbol with pride.
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