TM: Waves of Forgiveness
2. Audio Kancils [2.5 Best use of Cultural Insights in Audio]
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Links:
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Product/Service:
Festive Brand Campaign
Client:
TM
Brief:
Hari Raya is a festive season where Malaysians often reflect upon their past behaviour and a time to seek forgiveness. However, they are culturally shy and hesitant when it comes to expressing emotions or talking about their feelings. How can TM play a role in helping people share their emotions on lighter note?
Solution:
TM enabled Malaysians to find the right words by providing an AI-powered platform where people were able to turn their personal messages into unique songs.On the microsite, users were able to customise their prompts to generate their songs. From rock to acoustic, users could even choose their genres to match their moods. The uniquely-generated songs were then shared across social media and messaging platforms.The campaign garnered over 10.6 million impressions and we turned over 4,000 heartfelt messages into personalised songs. As music taps into our deepest emotions, 'Waves of Forgiveness' allowed Malaysians to dedicate their heartfelt Raya wishes to loved ones with lyrics from the heart.
