Kampung Durian Berpangsa-pangsa
9. Craft Kancils [9.22a BM Copywriting, Content Writing & Scriptwriting: Single]
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Links:
https://youtu.be/ys7qVMLFmJI?si=3TuRPk-HhDgmaLQh
Product/Service:
OneGrab
Client:
Grab
Brief:
To spotlight GrabMart, Grab has been running durian campaigns for 7 years. The campaign has evolved to target both durian lovers and haters over the years with offerings like durian treats and fresh durian for durian lovers, and odor-fighting goods like air fresheners, deodorisers for durian haters.
In 2023, Grab wanted to target more states nationwide. The new target audience? The non-urban malay market. And there's one thing this audience loves: drama.
Solution:
Introducing, Durian Tanpa Drama. A campaign that leveraged drama to bring durian lovers and haters together. To dial up the drama, we created videos that were disguised as series trailers.
The video 'Kampung Durian Berpangsa-pangsa' is largely inspired by horror-comedy series, a genre that is a favourite amongst our target audience. Series of this genre typically features villagers who are haunted by a monster or ghost.
