Posted on by Raihan Hadi
Subscribe to our Telegram channel for the latest updates in the marketing and advertising scene
You wouldn’t eat it, Why breathe it?
15 Aug
Panasonic Malaysia and Naga DDB Tribal turn invisible air into visible “Airdibles”’
When it comes to indoor air, most Malaysians are unaware that air pollutants can get up to 10 times worse than the outdoors. The fact that our lifestyle today means we spend more time indoors, we are more likely to be affected by exposure to indoor pollutants.
With that in mind, Panasonic Malaysia introduced nanoeTM Technology into their line of air conditioners. It’s a built-in air purifying system that removes 99% of indoor air pollutants.
However, because air is something people can’t see, they often choose to take indoor air quality for granted.
In bringing visibility to the problem, Panasonic worked with Naga DDB Tribal to create Airdibles, a creative campaign that uses indoor pollutants as ingredients to form iconic Malaysian cuisine such as Nasi Lemak, Teh Tarik and Curry Puff.
“We figured that people wouldn’t consciously eat or drink anything dirty. But what they don’t realise is that they’re already “consuming” it by breathing in air pollutants on a daily basis. So the idea was to turn air into something tangible, something that Malaysians would immediately recognize,” said Jerome Jambu, Associate Creative Director of Naga DDB Tribal.
The campaign kicked off with 3 main videos launched on social media platforms. Made to mirror recipe videos, air pollutants such as dust, hair, mould, and pet fur were used as the main ingredients to make the “Airdibles”. Following the recipe videos, a 2-minute web film was released to address myths about indoor air, explaining how nanoeTM Technology works to remove indoor pollutants.
The videos lead viewers to a webpage, where they can learn more about how much pollutants it takes to create an “Airdibles” delicacy. The webpage also includes a few interactive features and a section about Panasonic nanoeTM Technology air conditioners.
Since its launch on 12 July 2018, the 3 recipe videos have collectively earned 1.5 million views on Facebook and the web film has garnered over 700K views on Youtube.
BEST OF GLOBAL DIGITAL MARKETING Conference 2018
The Best of Global Digital Marketing returns to Malaysia – showcasing best practices from all over the world!
Feeling a bit puzzled regarding what actually makes your content shine in the digital space?
Having investigated hundreds of case studies from all over the world – we now have the answers for you.
Hando and his team have monitored over 200 digital marketing award show across the globe. Based on this extensive work, they produce in-depth case studies which go into the making of the Best of Global Digital Marketing conference. Meet them in person: Speakers with digital domain expertise: # Hando Sinisalu – CEO and Speaker, case.digital (previously known as Best Marketing International) # Joakim Borgstrom – Executive Creative Director, BBH Singapore # Nikhil Panjwani – Creative Director, BBH Singapore # Roman Olivarez – Creative Director, Lowe Makati City # Amit Sutha – Managing Director of Universal McCann and Ensemble Global Case Studies include:
MARKETING Magazine is not responsible for the content of external sites.
After 20 years of evolving technology, shifting market trends, and adapting to changing consumer behaviour, the media landscape has nearly reached saturation.
We’ve optimised to the fullest, providing advertisers with abundant choices across technology, platforms, data-driven marketing, CTV, OTT, DOOH, influencer marketing, retail, etc.
Media specialists have diversified, but with more options comes the challenge of maintaining income growth. The industry is expanding, but revenue isn’t keeping pace.
Now, we’re at a TURNING POINT: time to explore and harness new sustainable revenue streams. While GroupM forecasts a 7.8% global ad revenue growth in 2024, challenges like antitrust regulation, AI and copyright issues, and platform bans persist.
Collaboration is key: partnerships that thrive on synergy, shared values, and aligned goals are becoming increasingly essential.
Hence, the Malaysian Media Conference, in its 20th year, has assembled the partners and players under one roof on October 25 for a day of learning, sharing, and exploring.
We use cookies to ensure that we give you the best experience on our website. If you continue to use this site we will assume that you are happy with it.OkNoPrivacy Policy
When it comes to indoor air, most Malaysians are unaware that air pollutants can get up to 10 times worse than the outdoors. The fact that our lifestyle today means we spend more time indoors, we are more likely to be affected by exposure to indoor pollutants.
