RapidKL has gone live with a campaign to promote social etiquette featuring an unassuming character as its face.
In a string of timely events, the public transport system by Prasarana Malaysia mobilised its campaign to curb vandalism and wrongdoings and encourage courtesy using a photo of Annabelle — possessed doll cum movie star —seen to be seated in a train which it received from a public transport user.
With quick thinking and sharp wit, RapidKL jumped at the opportunity to strengthen its stand for good behaviour by ‘frightening’ those who aren’t on board the ‘good manners’ bandwagon.
The post which debuted on the RapidKL Facebook page yesterday evening has since gone viral and garnered 23,000 likes, 8,800 shares and spurred encouraging chatter of the company’s social media presence.
The post was also captioned #citizenwithmannerswanted and #forabetterfuture.
Speaking to MARKETING, a rep from RapidKL said the response and traction it received was positive and hoped it would help to achieve the objective of positive social etiquette on their trains.
He also said that this was RapidKL’s take on ‘approaching the subject of social etiquette in a different way’.
Many netizens praised the public transport provider for injecting personality into its social media presence, a trend that seems to be on the rise with more and more corporate organisations.
It’s not surprising to see this spooky doll in the spotlight with her upcoming movie ‘Annabelle – The Creation’ set make its debut in local cinemas next week.
A quick check on the movie’s local distributor Warner Bros Malaysia’s social media pages revealed an ongoing social media campaign with the hashtag #annabelleCreationMY
The campaign leading up to the premiere on August 10 showcased the Annabelle doll being photographed with different people in and around Kuala Lumpur.
When contacted for a comment on Annabelle’s appearance on RapidKL’s social media a representative from Warner Bros Malaysia shared,
“The RapidKL campaign wasn’t in our original publicity stunt plan, but we are very happy that the main star of our next blockbuster ANNABELLE CREATION is able to contribute positively to rapidKL’s education program on good public behaviour!”
BEST OF GLOBAL DIGITAL MARKETING Conference 2017
For the seventh year running, we are bringing back the famous Best of Global Digital Marketing Conference to KL with a special focus on Content Marketing this year. Unique case-study based learning, as our team monitors over 200 digital marketing award shows across the globe and interviews the winners. Based on this extensive work, we produce in-depth case studies.
Speakers with digital domain expertise:
• Hando Sinisalu, CEO of Best Marketing International
• Kyoko Yonezawa, Creative Technologist and member of Dentsu Lab Tokyo
• Scott Gray, Experience Director, Mirum South Africa
Global Case Studies include:
BANKING & INSURANCE: Compare The Market, Advocards, Allianz, Ally Bank, Barclays….
TECHNOLOGY & STARTUPS: Hubspot, Pipedrive, MoveHub….
AUTOMOTIVE: Volkswagen, Volvo, Nissan, etc FMCG: Ariel, Unilever, Snickers…
RETAIL: McDonald’s, Harvey Nichols, Zalando….
TRAVEL & TOURISM: Qatar Airways, Transavia, Finland Tourism, Sweden Tourism, KLM…
Each best practice case study is presented based on…
Business problem: What is the market situation? Who are the competitors? What is the target audience? What are the main business/marketing challenges? What are the goals?
Solutions: What are the consumer insights? What was the creative strategy? What was the media strategy? What were the results of the campaign?
Lessons: What other marketers from other countries/other business sectors could learn from this case study? What are the main mistakes to avoid?
The Best of Global Digital Marketing Conference has won popularity in more than 30 cities around the world from Singapore, Moscow, Jakarta, Istanbul to Amsterdam, Johannesburg, Prague, Shanghai, Seoul, etc.
Date: 14 August, 2017 (Thursday)
Venue: Sime Darby Convention Centre, Kuala Lumpur.
Time: 8.30am – 5.00pm
Book your seats early! Call Ruby on 03-77262588 or [email protected]
MARKETING Magazine is not responsible for the content of external sites.
The Malaysian Marketing Conference & Festival 2024 at the Sime Darby Convention Centre is a TWO-day marketing event for all those in Marketing, Media, Advertising, PR, Digital, Data, and more….
The experience is on May 15 & 16, with Keynote Speakers, multiple tracks or Breakaway Sessions hosted by our booth partners who will show you the latest in the industry.
