vivo X Hakuhodo Malaysia lifts the CNY spirit with a fun music video - MARKETING Magazine Asia


vivo X Hakuhodo Malaysia lifts the CNY spirit with a fun music video

Apart from the pandemic, the most worrying thing for the people in Malaysia and around the world now is their financial situation. Unstable job security, experiencing pay cuts or losing business. Since the atmosphere is a little heavy this year, vivo Malaysia decided to lift the festive mood with a light-hearted and entertaining CNY music video.

Introducing “15 Tips to Huat Cow Cow”. This year’s theme is a wordplay of the cow which represents the Year of the Ox together with the commonly used word during CNY, “Huat” – which means prosperity. The video focuses on CNY tips on how to be prosperous – this is also to spread positive vibes throughout the music video.

The agency collaborated with PRS Film, the entire video was shot, controlled, and directed remotely following the SOPs set by the authorities. An up-and-coming young rapper was engaged – for producing the music video. He rapped and acted at his own home, supported by his parents and siblings. His sister operated the camera and lighting, while the agency, production team, and vivo’s client supervised the shoot via video calls.

The video leverages on Huat Cow Cow tips – a tip a day throughout the 15 days of Chinese New Year. vivo Malaysia also linked the core concept with the “Huat Cow Cow” online promotion, where vivo customers could win up to RM188,000 worth of prizes and enjoy enjoy a Huat Cow Cow (prosperous) Chinese New Year.

Watch vivo Huat Cow Cow video:

CREDITS
Client: vivo Malaysia
Agency: Hakuhodo Malaysia
Managing Director: Ryusuke Oda
Chief Operating Officer: Ryoji Suzuki
Regional Chief Creative Officer: Woon Hoh
Regional Executive Creative Director: Chow Kok Keong
Creative Group Head: Loo Kok Seng
Art Director: Soon Lee
Copywriter: Tan Xi Lynn, Aaron San
Designer: Mirrah Syafiqah Hasannudin
Senior Account Director: Kiew Yen Nie
Associate Account Manager: Chua Tee Hong
Strategic Planning Senior Executive: Olivia Yeoh
Creative Service Director: Max Tan
Producer: Rea Lam
Traffic Manager: Liew Shuen Yoong
Production House: PRS
Audio House: Real Time
Film Director: Telly Koay

MARKETING Magazine is officially accepting submission for the Experts’ Choice Awards CNY 2021 TVC. Submit your TVCs here.


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