Sama Saja
9. Entertainment Kancils [9.16 Brand Partnerships, Sponsorship and Collaboration]
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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'. The nostalgic song was rewritten lyrically to feature our USPs: same prices and selection.
To further drive home our message of Jaya Grocer being the same, the music video featured not one but TWO pairs of #twinfluncers. Farees & Farhan, and Jing Jia & Jing Wei, represented Jaya Grocer on GrabMart, and Jaya Grocer stores.
The twins were everywhere, from OOH billboards to in-app and digital communications.
