Kita Kontinjen Malaysia
1. Film & Branded Content Kancils [1.14 Creative Effectiveness: Film & Branded Content]
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Links:
Product/Service:
Retail & Shopping Centres
Client:
Ikano Handel Sdn Bhd
Brief:
IKANO Centres wanted a Merdeka campaign that did more than just celebrate the nation.
It wanted to: Strengthen brand awareness, drive visitation, and boost tenant sales.
The challenge was to create a film that connected with Malaysians beyond conventional patriotic messaging, while giving them a meaningful reason to visit IKANO Centres.
We needed to turn a national celebration into a relatable brand story that would resonate with our audience and drive action.
Solution:
We reimagined the iconic Merdeka Parade through Kita Kontinjen Malaysia, a film celebrating everyday shoppers as the contingents that truly represent Malaysia.
From husbands waiting for their wives to children refusing to go home, familiar shopping mall behaviours became a humorous heartfelt reflection of our shared identity.
The film brought out IKANO’s role as a meeting place to life, showing how Malaysians of different backgrounds naturally come together through shared experiences.
The film invited Malaysians to recognise their own contingents and turned that into opportunities to participate, visit, and shop.
The result: A culturally resonant film that contributed to 6% higher visitation, 5% growth in tenant sales, and 4.92 million Youtube views across centres.
