Bride from the Past
10. Craft Kancils [10.23b Chinese Copywriting, Content Writing & Scriptwriting: Campaign]
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Links:
https://youtube.com/shorts/t11iylJSJow
Product/Service:
Astro Originals
Client:
Astro Malaysia
Brief:
Bride from the Past is an Astro Original series about a ghost bride’s restless spirit. We launched it during the Hungry Ghost Month - a time when all Malaysians are sensitive to the supernatural. To make our young Chinese audience really feel our presence, we needed a relevant way to make it seem like the Bride was appearing everywhere.
Solution:
Enter the dashcam. A road safety solution that Malaysians love to share footage of. But instead of crashes, we used the dashcams to film encounters with our Bride, in the locations she was most likely to appear - along dark roads and dingy carparks. For good measure, we got some “bystander” phone footage of her on a playground’s swingset. To really have her pop up everywhere, we even shot CCTV footage of her in a lift, next to an oblivious abang Grab.
We seeded out these trailers on socials, complete with CTAs to watch Bride from the Past on Astro. The best part? It cost us nothing but roti canai and teh tarik for our talent.
