Malaysian PM drives outdoor campaign

The general sentiment is that this campaign is a prelude to the upcoming general election that must be called by March. It targets urban voters demanding more political and social freedom. 

Among the messages are 'We are listening to your problem on living cost' and 'We are listening and understand your needs for education'. The campaign covers train coaches and train stations belonging to Keretapi Tanah Melayu Bhd (KTMB), the main rail operator in Peninsular Malaysia.

Razak is the Selangor UMNO chief while KTMB chairperson Mohd Zin Mohamed is the state coordinator for ruling political force Barisan Nasional (BN, National Front Coalition).

According to sources, design work was done by Limkokwing University of Creative Technology, a private international university founded by an ex-ad man and the rest was handled within the PM's office. 

Over the past two years, the Malaysian Prime Minister has gone a long way in connecting and engaging voters, especially the younger generation, via social media.

A senior advertising executive based in Kuala Lumpur told Campaign Asia-Pacific that Razak's move to engage voters via social media and activation is probably inspired by Barack Obama's presidential campaign in 2008.

“The election actually opens up the perspective of the people globally, that they begin to treat political parties like brands, who need to connect with their consumers. Advertisements cannot be one-way, it has to be interactive,” he said.

The Prime Minister's office is understood to have a think-tank that helps address branding and advertising issues, as well as create a 360 degree communications strategy.

In the past, political advertising campaigns in Malaysia were generally straightforward, above-the-line campaigns, with general statements and messages, focusing on the parties rather than the individuals.

In the last election in 2008, BN was delivered a severe political blow, losing more than one-third of parliamentary seats to the People's Alliance (opposition political coalition), which used mainly social media to reach out to the voters.