Dimensi Raya Paling Unik
1. Film & Branded Content Kancils [1.2a Film (Online): Single]
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Links:
https://youtu.be/_7q1j4ifsoQ?si=2YoWaGWpq9yHL5YB
Product/Service:
Retail
Client:
Watsons Malaysia
Brief:
Ramadan and Raya is a key shopping season, with 84% of shoppers planning to increase spending in F&B, fashion and apparel and personal healthcare (GrabAds, 2024), making this a must-win season for Watsons Malaysia. However, it's also a peak advertising season, with brands vying for consumers' attention with elaborate festive films that cover a range of themes and tropes, from ghost stories to time travel, drowning out plainer narratives. Thing is, these elaborate themes tend to lose sight of the most important aspect of Raya: silaturrahim (bonds) with family. We needed a way to stand out against the elaborate Raya film themes, while still ensuring our story is grounded in Raya's most important values.
Solution:
Inspired by the multiverse trope popularised by films like Everything Everywhere All at Once and the Marvel Cinematic Universe, Dimensi Raya Paling Unik stars Ayda Jebat, who, frustrated with her family's quirks, explores parallel universes to find a better family, including Dimensi Kool, Dimensi Kaya-ngan, and even one where she's from a family of cats. Ultimately, she realises that her imperfect family was perfect.The film garnered 51.3M views (50% increase from last Raya), more engagement with 56% more comments vs the category average, and RM3 million in PR value. The song from the film was even streamed 18M times. We even created plushies of Unik the Cat (a character from the film), which was sold out within a month, with proceeds going to charity in the spirit of Ramadan. The campaign also led to a 25.9% sales boost vs. last Raya and 180,000 new Watsons Clubmembers.
