Lagu Teristimewa: Helo Malaysia

6. Digital Experience Kancils [6.8 Best use of content marketing]

Links:

Product/Service:

TM Hari Kebangsaan & Hari Malaysia 2025

Client:

Telekom Malaysia Berhad (TM)

Brief:

Every year, National Day unites Malaysians through patriotic content. But for many autistic Malaysians, the celebration remains something to watch, not something they’re part of. TM, a company built on connection, saw a contradiction: what is connection worth if it only links the familiar? The challenge wasn’t just to raise awareness, it was to create participation, to make the neurodivergent community part of the nation’s cultural conversation through content they authored themselves. The question was simple but radical: what if National Day’s biggest story wasn’t told about autism, but by autistic Malaysians across every channel Malaysians consume and share?

Solution:

We began with a song: Helo Malaysia, written and performed by the autistic band ZIMI’J and turned it into a multi-sensory story that lived across digital, social, and physical spaces. The music video, released on TM’s digital channels for Merdeka, was filled with artwork by autistic children. Their interpretations became dynamic content across Meta, TikTok, and YouTube, turning awareness into authorship. Each post, clip, and artwork carried their voices from lyric-inspired reels to behind-the-scenes stories that humanised the creators. The campaign then expanded into an interactive ecosystem: 1. The music video amplified their voices to millions. 2. The print ad made it playable. 3. The digital storytelling made it participatory, inviting Malaysians to listen, share, and celebrate difference. In every channel, TM created space for autistic Malaysians to speak for themselves, transforming inclusion from a message into content the nation could feel, see, and hear.

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