IDENTITY - UEM SUNRISE - FESTIVE EPISODES, SHORT FILMS AND MUSIC VIDEOS
It Started with Chinese New Year
Towards the end of 2021, REED pitched for and won UEM Sunrise’s Chinese New Year (CNY) Festive sales campaign 2022. Putting our heads together, we were driven by three things - make it relevant to the target market, create brand awareness, and leverage on the Year of the Tiger. The opportunity was to use the tiger for the whole year as a unique campaign visual nemonic for the brand’s CNY promotions and beyond.
For CNY we created the ‘happy tiger’, a cute cartoon tiger inspired by the lion dances of Chinese New Year celebrations. We also named the campaign ‘Happy Duo Duo’ which is Mandarin for ‘Lots and lots of happy’. There were two parts to the campaign - brand engagement and sales promotions.
For brand engagement we developed a series of video episodes highlighting the Ong family and their CNY preparations. This campaign kicked off the use of UEM Sunrise staff – CHIEFs as they are referred to, as the talents.
We were then engaged to develop all the festive campaigns for UEM Sunrise for the year.
That year’s Hari Raya Aidil Fitri (Raya) was the first Raya celebrations without pandemiccaused restrictions. People were excited to head back to the home town or ‘balik kampung’. It finally felt like Raya.
This insight led to the campaign theme of “Ini Baru Raya” or “Now, THIS IS Raya.” The promotions were anchored by a short Raya spy themed movie about Aidil, Malaysia’s No 1 secret agent whom hadn’t been back to his hometown to celebrate Raya with his mum for years and was committed to doing that this year. The Happy Tiger in full spy garb and shades adorned the ‘movie’ posters and social media assets.
Next up were the twin celebrations of National Day and Malaysia Day. Obtaining the rights to cover a mash up of Saya Anak Malaysia and Olele di Kotaraya. UEM Sunrise’s CHIEFs sang and recorded their parts in a recording studio, a music video was shot and a live performance of the song was included as part of the National Day & Malaysia Day celebrations at Publika. School children also took part in the video. The celebrations at Publika on the brand theme for the occasion - ‘Inspiring Malaysia. Celebrating 65 years of nationhood’. The Happy Tiger was again present in the communications - this time in a host of national garb.
The year end coincided with one of the biggest sporting events in the world - The 2022 FIFA World Cup in Qatar. A ‘Happy Goals with UEM Sunrise’ promotion was with the Happy Tiger appearing on NFTs and in host of World Cup participating team colours.
These festive campaigns contributed in no small measure to the company’s sales performance for the year. It was a truly enjoyable experience for us as the Creative Agency and great fun for the Clients participating in the many video shoots.
