Aim

As the harbinger of technology, Telekom Malaysia (TM) aimed to give young Malaysians a more fun and engaging way to send Raya greetings, giving new meaning to deep-rooted cultural activities.

Execution

The application allowed the user to wish happy Raya to all their Facebook friends in a fun and entertaining video. The animation included a personal message featuring the username, profile picture and more.

This was the first time Malaysians experienced a personalised greeting through Upin & Ipin, TM’s mascots, which are designed and owned by Les' Copaque Production. The application automatically pulled the users’ personal elements from Facebook and seamlessly weaved them into a beautiful story around the finer elements of Raya including the home, delicious food and fireworks.

Prashant Kumar, president of World Markets Asia said: “EC has combined the most popular elements in Malaysia to personalise the most relevant cultural festival, Raya. The campaign has infused technology with cultural insights, creating an execution that is highly relevant. The content is both sociable and entertaining, making it the perfect message to go viral.”

Users can take screenshots of the greeting cards in action with profile picture from the brand's Facebook page.

Result

So far, more than 20,000 cards have been sent out, reaching more than 5.2 million people on Facebook, according to the TM.