One Cent Thief 2
8. Brand Experience & Activation Kancils [8.1 Best use of brand experience & activation (non-digital)]
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Links:
Product/Service:
Astro Originals
Client:
Astro Malaysia
Brief:
To promote the second season of One Cent Thief in an impactful way, at a time where local conversations were getting overshadowed by international content.
Solution:
Just like One Cent Thief, we stole attention too. We created Operasi Kebangkitan Karma, a series of on-ground and digital hijacks that blurred fiction and reality, leveraging on sensationalised elements from the show - political scandals, a thirst for justice, and public shaming.
The campaign kicked off on New Year’s Eve with a live "hack” of Malaysia’s biggest countdown, followed by a full-scale takeover of Bukit Bintang’s digital screens. Thousands watched in shock as a political scandal unfolded live, culminating in a cinematic SWAT chase and a daring escape, transforming the crowd into participants of the drama.
