This Is Johan - Going back to the OG to relate with Gen Z
9. Entertainment Kancils [9.1 Fiction & Non-fiction Film 5 minutes and above]

Links:
Product/Service:
Internet/Telecom
Client:
Maxis
Brief:
Music is one of Gen Z's major interests. As a brand for the youth, Hotlink wanted to to build presence in that category to further relate with Gen Z.
Solution:
Gen Z has big love for music, and increasingly big love for local music. They're also a generation that appreciates authentic journeys. With over 400 hours of interviews collected over 2 years, we created the first-ever Malaysian Hip-Hop documentary chronicling the rise, fall, and rise again of Joe Flizzow, and partnered with Viu, Malaysia's top OTT streaming platform, to exclusively release the documentary. Results: Regained #1 brand preference in the youth segment1 3.9 million total views2 2x more views vs average branded content on Viu2 +400% interactions compared to the average of 954.83 +400% engagement rate compared to the average of 2.03%3 Sources: 1. Maxis Internal Research '“ Quarterly Brand Health Tracker Q2 '24 2. Viu Internal Data '“ 'This Is Johan' Post Campaign Report 3. Maxis Internal Data '“ 'This Is Johan' internal Post Campaign Report