AIDENTITI KITA
6. Digital Experience Kancils [6.13 Best digital-led integrated campaign]

Links:
https://www.youtube.com/watch?v=XfHbb_Is6sc
Product/Service:
Festive Campaign
Client:
TM
Brief:
Every year, our Merdeka celebration honours the rich diversity of Malaysian culture. As a human-centred tech company that aims to democratise technology by creating access to all Malaysians, how can TM play a role in fostering diversity through technology?
Solution:
When AI took the world by storm, we found the perfect opportunity for people to express their unique identities with the latest tech. AIDENTITI KITA served as a generative AI platform that enabled Malaysians to celebrate their diversity and turn them into beautiful works of digital art. The campaign was driven by a generative-AI music video, featuring Malaysian artistes MK (K-Clique), Balan Kash and Suki Low. The film also served as a call to action, inviting Malaysians to an AI-powered web experience (https://aidentitikita.tm.com.my/) that enabled them to create their own personalised AIDENTITI music clip using generative AI elements. User generated content was then shared via social media and even on digital billboards across the nation. Within a month, the campaign gained 36 million views on social media with over 5,000 AIDENTITI generated. And with 79 million impressions, we got Malaysians to witness the capabilities of AI.


Flag Entryx
Reason
Email
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