Duo Terhangat

2. Audio Kancils [2.2a Best use of branded audio content: Single]

Links:

Product/Service:

F&B

Client:

Gerbang Alaf Restaurants Sdn Bhd

Brief:

In the wake of the 2024 boycott, Mekdi faced its toughest challenge yet, a sharp drop in sales and trust among Malay consumers. Once strong supporters of Mekdi’s spicy range, many had distanced themselves — leaving the brand with a crucial challenge: how to reignite that emotional connection and win them back? Similarly, another popular group went through a split up. Once brothers-in-arms in the hip hop group K-Clique, TUJU and MK parted ways abruptly in 2022. The former decided to carve his own path while the latter chose to stay with the group. So we saw the perfect opportunity for our Malay audience to return: Bringing back two of the hottest Malaysian rappers with two of McDonald’s hottest burgers in the spotlight.

Solution:

We created Duo Terhangat, a fiery music video in collaboration with TUJU and MK. The project fused the bold heat of the Spicy Chicken McDeluxe (SCM) and Spicy Lemon Chicken McDeluxe (SLCM) with the rhythm and attitude of hip-hop — a sound that resonates with Malay youth culture. An original track was written and produced, transforming the taste of spice into sound. Every beat hit with swagger, every lyric echoed the intensity of the burgers — making the music itself an expression of flavour. The production dialed up the duality of both artists through bold red and yellow art direction. This contrast shaped the set design, lighting, wardrobe, and performance, creating a seamless fusion of music and visual storytelling. The music video delivered fiery results — reaching 332K Malay users, an all-time high. Mekdi’s user base grew by 50%, while SCM sales surged 6%, driving an overall 35% baseline growth.

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