Sama Saja

9. Entertainment Kancils [9.12 Brand Integration into Music Content]

Links:

https://youtu.be/LcNA5cagUTg?si=T7qGIdJGvHBarCFR

Product/Service:

GrabMart

Client:

Grab

Brief:

Challenge: Most users perceive Jaya Grocer on GrabMart to be different from the stores in terms of prices and selection. But the truth is, Jaya Grocer offers the same prices and selection on the app and in stores. How can we communicate that they're both the same?

Solution:

Instead of saying it, we sang it to the tune of a popular Malaysian 80s classic: Mulanya Di Sini (aka Sama-Sama). By replacing one letter, we turned 'Sama-Sama' into 'Sama Saja' which changed the meaning from 'together' to 'practically the same'. To make it a hit, we worked with MKNK, an indie hip hop producer and Darren Ashley, a singer-songwriter. Together, we rearranged and rewrote the song to seamlessly feature our USPs: same prices and selection. We launched the track through a music video featuring twins, one representing Jaya Grocer on GrabMart and the other, Jaya Grocer stores.

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