Project Exit
6. Digital Experience Kancils [6.17 Kancil for Good: Digital Experience]
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Links:
Product/Service:
Astro Originals
Client:
Astro Malaysia
Brief:
Astro Originals was launching a new drama about troubled youth battling mental health issues in a juvenile school. The brief was to reach and resonate with a younger segment. But with so much fighting for their attention, how can we connect with young Malaysians?
Solution:
Instead of just promoting content, we championed a cause by using the storytelling of the series to become a voice for the people. We built a hope-sharing AI that personally replied to Malaysians on social media when they needed it most - showing them that no matter what situation they find themselves in, there is always a jalan keluar. We then spread positivity with strategic digital out of home placements, podcasts and special on ground screenings. Project;Exit became more than a series. It became a social beacon of hope for Malaysians everywhere.
