Primeworks Studios and WAU Animation’s Ejen Ali pushes local animation to greater heights

It’s been only two years since the debut on the small screen, but the award winning, local animation series Ejen Ali has raked in more than two million viewerships weekly on TV3 and another million on tonton. Touted as Media Prima’s first venture into animation, Ejen Ali is the first intellectual property that Media Prima co-owns with Wau Animation Sdn Bhd.

On 30 November 2018, Primeworks Studios and Wau Animation held a trade event to showcase the Ejen Ali brand’s achievements since its launch in 2016, announce upcoming initiatives and a slate of new merchandise for year-end 2018, and to invite new business opportunities for potential partners in 2019. Since Ejen Ali’s debut in 2016, the animation is now broadcasted in over 50 countries in the Middle East, Africa and India, and has captivated millions of across the globe, topping the charts in its home region of Southeast Asia.

“Inspired by Ejen Ali’s espionage theme, we set out our own set of missions to grow the brand’s presence. The first mission was to launch the brand in a new and different way, which we achieved by introducing Ejen Ali to the audience via a mobile game first before following it up with a smashing TV debut on TV3 Malaysia. Since then the two mobile games have garnered numerous awards,” said Datuk Ahmad Izham Omar, Chief Executive Officer of Primeworks Studios.

Primeworks Studios then set their sights on being the top animation property in the region. They achieved it when the viewership rose to 2 million viewers weekly on Malaysia’s TV3 channel and emerged as one of the top three programmes in MNCTV Indonesia’s slate of kids programming.

During the event, Usamah Zaid, Chief Executive Officer of Wau Animation also unveiled an early look at the upcoming Ejen Ali the Movie, slated for release by the end of 2019. He adds, “We’re bringing viewers deeper into the Ejen Ali universe with new agents, high-tech gadgets, vehicles, the introduction of a mysterious rogue figure from Ali’s past and the IRIS 2.0. All these exciting elements are complemented by a story with a strong emotional hook, our signature WAU touch that gives Ejen Ali its audience-winning formula.”

In line with the release of the movie, a comprehensive marketing extension will follow suit. Key marketing initiatives include multiple mobile gaming launches, private screenings, TV takeovers, mall roadshows, and cinema tours. These initiatives will provide great opportunities for businesses and brands to leverage on in 2019.

Next to capturing the hearts of millions across the globe, Ejen Ali has completed two more successful missions, Innovative Partnerships and Consumer Engagement. Through Innovative Partnerships, Ejen Ali formed strong and long-lasting relationships with great brands like Mamee and AirAsia. Through award-winning marketing campaign solutions customized for each brand, these partnerships have resulted in notable revenue growth for both brands.

Consumer Engagement focused on strengthening the Ejen Ali fan base via three key experiential platforms, social media, ground activations and consumer products. The highly engaged fan base drove numerous brand interactions including creation of fan art, fan-made special events and even fan-based spin-off stories.

One of the most heart-warming fan engagement moments included the story of Chong Yik Wei, a passionate super-fan who’s feedback and ideas for the Ejen Ali : Emergency mobile game app contributed to the constant improvements which brought the gaming app to greater heights.

Ejen Yik Wei was awarded the honour to lead the fashion runway showcase of Ejen Ali’s upcoming consumer products line. A sneak preview of the new products include Ejen Ali inspired school shoes from BATA, new limited edition apparel range, soft toys and an entire Ejen Ali bedroom set, all set for retail sales during the back-to-school season this year.