TM: Characters of Blessing
5. Design Kancils [5.11 Best use of Cultural Insights in Design]
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Links:
-
Product/Service:
Festive Brand Campaign
Client:
TM
Brief:
Culturally, Chinese names are more than mere identifiers; they represent blessings. However, many Malaysians and people from other cultural backgrounds are unfamiliar with this tradition and the deeper meaning these names hold. So, how can TM bridge cultural heritage with the digital age to make this tradition relevant and accessible to everyone?
Solution:
TM introduced an innovative AI-powered platform that enabled everyone to generate their very own Chinese names and personas, each imbued with auspicious meanings.
Each uniquely-generated name and persona were then personalised as customisable digital greetings to be shared via social media and messaging platforms. Malaysians were even able take their blessings home, by turning their unique names and personas into limited-edition merchandise.
The campaign saw substantial success with 13 million impressions and 7,795 names generated. 'Characters of Blessing' served as a gateway for all Malaysians to uncover the good fortune within their names and connect with this rich tradition during the festive season.
