SAJI - Terima Kasih Malaysia
10. Craft Kancils [10.22b BM Copywriting: Campaign]
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Links:
https://www.instagram.com/myslangbank/
Product/Service:
Saji Cooking Oil
Client:
Delima Oil Products
Brief:
Challenge:
SAJI needed to stand out during National Month with limited resources. The challenge was to create a campaign that connected deeply with Malaysians and sparked engagement while reinforcing SAJI's role in their everyday food experiences.
Solution:
Insight:
In Malaysia, food reflects culture and joy. Malaysians use slang like 'padu,' 'kaw,' and 'terangkat' to describe their food experiences. These expressions inspired our campaign, celebrating Malaysia's love for food.
Execution:
SAJI launched Ekspressi Rasa Kita across TikTok, Instagram, and Facebook, celebrating how Malaysians talk about food.
The BM copy transformed everyday slang into relatable storytelling, reflecting how Malaysians naturally speak about food.
Relatable and Authentic Language:
The campaign used slang like 'padu,' 'kaw,' and 'terangkat,' making the copy feel natural and conversational.
