Reimagining Futures
6. Digital Experience Kancils [6.14 Best use of Cultural Insights in Digital Experiences]
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Links:
Product/Service:
Biasiswa Siswi Safi
Client:
WIPRO UNZA (M) SDN BHD
Brief:
Lower income Gen Z Malay girls face pressures to marry early as a means to ‘a better life,’ which often dim their own ambitions. These pressures tend to intensify during Raya gatherings, when relatives chime in on their future plans.
Solution:
In 2025, Raya coincided with the release of SPM results, compounding their pressures. Time to launch the Biasiswa Siswi Safi scholarship - to help these girls choose their own paths over the wishes of others. Safi created a user-driven Raya ad - Serlah Seri Diri (Let Your True Self Shine) - to inspire self-belief. Hosted on an AI microsite, it helped viewers imagine their great possibilities and turn that imagination into action.
