Bride from the Past
8. Brand Experience & Activation Kancils [8.5 Best launch/relaunch]
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Links:
Product/Service:
Astro Originals
Client:
Astro Malaysia
Brief:
With global content dominating screens, young Chinese audiences were ghosting local productions. So to launch Bride from the Past - an Astro Original series about a ghost bride’s restless spirit - we needed a way to reconnect with them in a way that was both culturally relevant and unmissable.
Solution:
We turned cultural fears into cultural fuel by bringing Bride from the Past’s ghost bride to life, launching the show right in the middle of Hungry Ghost Month, when audiences were most sensitive to the supernatural.
We let the ghost bride roam Malaysia’s busiest hotspots, from Bukit Bintang to Pasar Seni and the Kajang MRT line, just as the gates of hell were said to open. Posters styled as traditional Chinese talismans deepened the illusion, while a real Taoist priest blessed them for added authenticity.
The haunting went viral on Xiaohongshu, sparking nationwide buzz and making Bride from the Past Astro’s No.1 Chinese campaign of 2025 with 2.1M reach on social media, exceeding expected audience ratings by 41.7%.
