Project Faan Toi
8. Brand Experience & Activation Kancils [8.10 Best use of Cultural Insights in Brand Experience & Activation]
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case film
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case board
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Links:
https://www.youtube.com/watch?v=CWy6DoSWGG4
Product/Service:
Astro Originals
Client:
Astro Malaysia
Brief:
BACKGROUND
Astro was launching The Exiled, a Chinese gangster show, in a crowded market where Chinese social platforms were notoriously ad-resistant. So instead of flooding the web, we took to the streets in front of a live audience, and let them post about it instead.
Solution:
IDEA
Project Faan Toi
Launching a gangster show just like a gangster would.
EXECUTION
We brought the gangster playbook to life in Cheras, Malaysia’s very own gangsterland, importing Hong Kong dailou actors to stage a real-life triad showdown.
From collecting protection money to flipping tables, we brought the action of the show to on ground.
To make it even more real, we ever pulled the police in before revealing the ultimate throwback: pirated DVDs, AKA promo materials handed to the crowd.
