The Comeback
9. Entertainment Kancils [9.16 Brand Partnerships, Sponsorship and Collaboration]
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Links:
https://www.youtube.com/watch?v=tiee3QMKUD8
Product/Service:
U Mobile
Client:
U Mobile
Brief:
One Buck Short, a beloved band from their youth, were making a comeback. This gave us an opportunity to win the hearts of the Malaynial (Malay Millennial) audience who grew up loving the band.
Solution:
Rather than taking the conventional brand ambassadorship route, we chose to embed One Buck Short's comeback single, 'Pita Hati,' into its Raya film as the main soundtrack. The song was written as a heartfelt anthem about resilience and perseverance '“ just like the Raya film. The ambiguity of the singer behind the song created a buzz. That's when we released a music video, announcing One Buck Short's reunion on the U Mobile social channel.
