Malaysia – In conjunction with the upcoming Chinese New Year (CNY) celebration, Malaysian telco Digi has released a new short film, aimed at reminding Malaysians from all walks of life that ‘love’, ‘compassion’, and ‘understanding’ begins with family.
The short film, which was developed in partnership with marketing communications agency Naga DDB Tribal, highlights the importance of being flag-bearers of hope for one another.
Titled ‘The Undivided Heart’, the film tells the story of Amy, a young lady who inherits the family restaurant in the most challenging of times. This leads to friction between family members who run the business with her. Ultimately, she learns that the love of family is the cornerstone in times of adversity.
Cheng Weng Hong, Digi’s chief sales officer, shared that the telco wanted to inspire Malaysians to remain hopeful and optimistic during these new beginnings that bring families closer together as one.
“On behalf of Digi, we would like to wish all Malaysians a very Happy Chinese New Year and to stay safe this festive season while adhering to strict standard operating procedures when spending quality time reconnecting with loved ones,” said Hong.
Meanwhile, Loo Chun Guan, Naga DDB Tribal’s creative director, commented, “This true-to-life story brought to life by the team at Naga DDB Tribal and Mojo Films reminds us that above all family is our true wealth. We would also like to take the opportunity to wish all Malaysians and their families a Happy Chinese New Year.”
Malaysia – The celebration of Chinese New Year has not been the same for everyone since the pandemic hit in 2020. Seeing that most of us have been unable to ring in the new year as we once did for the past two years, many are now eager to kick off 2022 with the best possible Chinese New Year festivities.
With this in mind, marketing communications agency Naga DDB Tribal and Watsons Malaysia have collaborated to release a festive piece based on the common sentiment of wanting to amplify the celebration this year — by welcoming the new year with a sense of revitalized hope and energy, making it “a grand and epic celebration.”
Titled ‘大阵仗过靓年’, which translates to ‘Celebrate The Grandest #HappyBeautifulYear’, the short film is inspired by the Mandarin word, ‘功夫’ (gong fu), which could either mean ‘Kung fu’ or ‘effort’. Naga DDB Tribal said this gave the team the freedom and idea to play with the word’s double meaning, which also became the premise for the film’s main message to Malaysians – keeping them entertained and engaged in a martial arts comedy that communicates the messaging — a wonderful #HappyBeautifulYear awaits as long as we put in the effort.
Caryn Loh, MD of Watsons Malaysia, explained, “After almost two years of battling the pandemic, Watsons, as the No.1 health and beauty retailer in the country, returns with the grandest celebration for Chinese New Year. Through this, we hope to inspire everyone that the grandest celebration comes from our hearts, and it’s with whom we celebrate that makes the celebration grandest. Together, we can embrace each other’s strengths and overcome any challenges to make this year’s celebration a grand one.”
Watsons Malaysia’s CNY campaign is further amped up with special appearances from an all-star cast which includes Han Xiiao Aii, Phei Yong, Amber Chia, Jinnyboy, Julie, Meeki, Mei Fen, Smashpop, and Wilbur.
Raphael Ang, head of Chinese copy of Naga DDB Tribal, said, “The star-studded cast, Watsons’ signature CNY melody, high production value, and the entertaining plot have made Watsons Malaysia’s CNY film the most anticipated CNY content over the years. For many viewers, content from Watsons during CNY is synonymous with the arrival of Chinese New Year and as such, we are mindful that our CNY film has a social duty in spreading good values and positive messages among Malaysians.”
The agency’s COO Clarence Koh also commented, “We believe that driving real-world business results requires us to create experiences that resonate with the audience through the conversion funnel. The film is a good starting point to generate interest and buzz for the brand but it’s not the only thing that mattered to us.”
Aside from the main film, Watsons Malaysia also produced a series of short video assets for the various digital platforms to highlight the wonderful deals that are available in-store and online. Watsons members stand a chance to win prizes worth over RM2.8 million when they purchase any Watsons products during the promotional period. Terms and conditions apply.
Watsons’ Grandest Celebration #HappyBeautifulYear, ‘大阵仗过靓年’, has accumulated over 6 million views on both Watsons’ YouTube and Facebook platforms at the time of writing.
Singapore – In celebration of this year’s Chinese New Year (CNY), Singapore’s telco Singtel has launched its annual short film, aimed at honoring the season’s spirit of bonding with family and community.
The new film, which was conceptualized by the Singtel brand team, is the third installment in Singtel’s festive film series which tells the story of two rival families that have endeared themselves to Singaporeans after their madcap but meaningful altercations in previous films – ‘His Grandfather’s Road’ and ‘My Grandmother’s House‘.
Titled ‘The Hunt For The Lucky Tiger’, the film is set against the backdrop of the pandemic, featuring the Ang and Huang families who went on a staycation during the CNY break instead of traveling overseas. Kismet leads them to choose the same hotel on the beautiful and now 5G-powered island of Sentosa, sparking fresh contention and comedic rivalry between the families when they run into each other upon arrival.
The story takes a dramatic turn when Ah Boy, the youngest son from the Ang family, goes missing. The families rally to comfort a panicky Wendy, who is Ah Boy’s mother, setting aside petty squabbles to find him. Mr. Ang even goes as far as to call for a search and rescue drone from Garuda Robotics to locate his son. Seamlessly over 5G, he captures the drone footage and movements via live video streaming on his mobile device.
Lian Pek, Singtel’s vice president for group strategic communications and brand, believes that Chinese New Year exemplifies the importance of family, friends, and relationships, closely reflecting Singtel’s spirit of celebrating connections.
She further shared that it is a timely reminder to treasure the relationships people have made, especially in light of recent global events that have tested these bonds.
“As a leader in 5G innovation, we’re offering audiences a glimpse of tomorrow, from augmented reality enhanced entertainment to drone applications powered by hyper-connectivity. 5G has the unbridled potential to redefine experiences and operations across multiple verticals and we hope to empower the broader community by harnessing the benefits of this next-generation technology,” said Pek.
Singtel said that the film also serves as a showcase for 5G use cases, such as Garuda Robotics’ autonomous drone systems which are currently undergoing trials at the 5G@Sentosa testbed, a public-private sector collaboration led by the Government Technology Agency (GovTech), the Sentosa Development Corporation (SDC), and Singtel.
The film will air on Singtel TV and various social media channels today, 18 January 2022.
Hong Kong – Bonnie Wong, known as DJ Ah Jeng for 903 FM, is featured alongside her mother in a fun and quirky Chinese New Year-centric advertising campaign by online classifieds platform Carousell in Hong Kong. In it, they motivate their fans to declutter to bring luck, and hope for a better 2022, by selling these second-hand items on the platform.
Throughout the video, Ah Jeng and her mother share a twist on the usual decluttering habits, by listing items to usher in different types of luck for the new year. For example, selling game consoles for better personal relations luck, and selling books for better career luck.
Said ad is part of Carousell HK’s ‘Spring Cleaning Week’ campaign to encourage Hong Kongers to declutter in a more sustainable way. Instead of throwing away items that are still in good condition, you can list them on Carousell for win-win outcomes: save the earth by reducing waste, and earning back money for giving out lai see, or the red envelopes given out during Chinese New Year.
From 7 to 23 Jan, users can list all their unwanted items from decluttering on Carousell to win exclusive CNY gift bags, which contain red packets, hand sanitizer and decor such as fai chun (a CNY-themed decoration with Chinese calligraphy) and a limited edition Carousell Mahjong set.
For Kevin Huang, managing director at Carousell Hong Kong, there is an untapped preloved earning potential in Hong Kong. Citing their own Carousell Recommerce Index, they discovered that each Hong Kong user has an estimated average of 43 unwanted items they store in their homes that could be sold.
“Chinese New Year is generally a time where people clean their homes, declutter and sometimes throw away many items that are still in good condition. Coupled with the traditions of buying everything new for the new year, there is a lot of waste involved. We want to encourage celebrating in a more sustainable way that is better for the environment, and also by encouraging people to do so in a practical manner that can spark change.”
He added, “List your pre-loved items on Carousell; save the earth and also earn back some money. For those who want to clear items quickly, you can also do so by listing items for free on Carousell in our Free Category.”
This campaign is reminiscent of Carousell’s previous regional campaign for Hong Kong and Singapore where they encourage users to declutter stuff and sell them at Carousell. For this CNY-themed campaign, it was made possible with influencer agency Cloudbreakr, creative agency Hungry Digital, and media agencies Essence and Wavemaker HK.
Kuala Lumpur, Malaysia – As Chinese New Year (CNY) draws near, which will be celebrated on 1 February, the Malaysian biscuit brand, Julie’s Biscuits, has launched a new short film, aimed at encouraging Malaysians to embrace and share optimism in 2022.
The film, which is created in collaboration with independent creative agency GOVT Singapore, invites viewers to see the silver lining in situations and challenges.
Titled ‘The Worst Feng Shui Master’, the short film is a humorous and intriguing tale that features the troubles of Master Wong, a Feng Shui consultant whose business and reputation appear to have fallen into hard times since he lost his lucky jade ring, making his astute skills and abilities hang in jeopardy. With this, Master Wong was mocked on social media by his fiercest rival, Chan Sifu, and when it seems at first that all is lost, a twist of fate in fact leads Master Wong to a profound realization – that hope can arrive in unexpected ways.
Tzy Horng Sai, the director of Julie’s Biscuits, shared that they wanted to encourage people to be agents of hope to one another as the new year begins.
“As we emerge from a time of uncertainty, Julie’s wishes everyone a wonderful celebration in the lunar new year festivities and we deliver our greetings in this meaningful film with a hint of humor,” said Sai.
Kevin Joseph, GOVT Singapore’s associate creative director, commented, “This film aims to show everyone that coming back from hard times is possible, especially with help from our fellow members of society.”
The new short film is now available to watch live on Julie’s website and YouTube account.
In addition to celebrating Chinese New Year, Julie’s Biscuits will be introducing a limited-edition Golden Eggy Roll that offers a perfect, buttery golden crispy texture. Julie’s Love Letters, a crowd favorite, will also be seeing an all-new packaging.
Kuala Lumpur, Malaysia – Malaysian shopping mall Pavilion Kuala Lumpur has unveiled its new attraction for the Chinese New Year, a 3D show depicting a ‘Golden Bull’ charging towards Pavilion KL.
The show depicts a ‘Golden Bull’ charging towards the mall, as it ‘breaks’ the glass with the words “Together Against COVID-19,” and graphics showing greetings for the Chinese New Year.
The 3D show is best viewed from Pavilion KL’s Crystal Fountain and is aired until March 2021. The Pavilion Elite LED Screen measuring 60.8m in width and 21.5m in height, with an impressive total size of 1,310 sqm, is a venue in showcasing this groundbreaking 3D show and technology.
https://youtu.be/llFkwcAlFSk
This 3D Golden Bull show on the Pavilion Elite LED screen presents yet another first in Malaysia showcase by Pavilion KL for this Chinese New Year’s‘ Blessings of Prosperity’ celebrations. The other first in Malaysia record is the ‘Biggest Golden Bull’ in the mall’s Centre Court, measuring 15ft in height and 16ft in width.
MARKETECH APAC has already reached out to Pavilion KL for further comments on the 3D show installment.
Malaysia – Gong xi fa cai! With Chinese New Year a monumental celebration across Asia, brands didn’t waste a second making the most out of the festive holiday, pulling out the theme to showcase each of their creative advertisements.
In Malaysia, brands across all industries flexed their red-accented and gilded films on YouTube to ring in the year of the Metal Ox, and the platform has just revealed the CNY ads that made it to its top 10 this year.
The ads were chosen not only based on views but also watch time and audience retention. Take a look at the list, arranged in alphabetical order.
1. Celcom Axiata: Double Your Joy with Any 2 Phones @ RM188
In a simple but graphically endearing ad, telecom Celcom Axiata drew in Malaysian viewers not just with its creatives but with an attractive offer letting customers nab 2 phones at RM188, from a slew of mobile models such as Huawei, Vivo, and Realme.
2. Daikin Malaysia: Daikin CNY 2021: The Extraordinary Family GO
Air condition manufacturer, Daikin Malaysia, stresses the importance of family this CNY through a comedic short film, bringing the message through the all-too-familiar and anxious scenario of a guy’s courtship to a girl’s parents.
3. McDonald’s Malaysia: Golden Prosperity Burger
Global fast-food brand McDonald’s is known for regularly sprucing up its food offerings to align with current cultural celebrations, and this CNY, it offered Malaysian customers a special ‘Golden Prosperity Burger’ to add to their momentum of festivities.
4. NESCAFÉ Malaysia: Happy New 牛 Year ~ NESCAFÉ
With a straightforward sing and dance video, NESCAFÉ in Malaysia delivered its greetings by partnering with famous personalities and performers Pong Pong, Jestinna, DJ Perry Kuan, and Ariff Bahran.
5. Shopee Malaysia: Shopee CNY Sale is Happening Now!
With a quirky and cheery acoustic performance, Shopee in Malaysia released its share of the 2.2 sale ad, which offered eight-themed marketing deals such as its daily RM8,888 Shopee Fortune Box, and daily 88% Off Vouchers.
6. Tenaga Nasional: TNB CNY 2021 – Nian-tastic New Start
Still within the message of family and togetherness, electricity giant Tenaga Nasional goes all the way back to give audiences a piece of the origins of the celebration.
7. Tesco Malaysia: The TESCO ONG Medley 2021
Through a jovial medley, grocery chain Tesco in Malaysia reminded how through its range of fresh produce and food products, customers can achieve a fruitful celebration this CNY.
8. Vivo Malaysia:Vivo CNY Huat Cow Cow 2021
With a brief 15-second but upbeat music clip, Vivo Malaysia invited viewers to learn how to Huat Cow Cow, or how to bring in ‘maximum prosperity’.
Much like others in this list, health and beauty retailer Watsons in the country made use of a musical short film, featuring a star-studded cast including Summer Grace, Danny Ahboy, and Jenn Chia among many others.
10. Yakult Malaysia: YAKULT新年2021 ‘Miles apart, but close at heart’
Even before the pandemic struck, family members are forced to spend time apart for a number of reasons such as those that choose to work away from their hometowns for better opportunities. In a touching short film, Yakult Malaysia showed that there are still ways for families to send love albeit from a distance this CNY.
Kuala Lumpur, Malaysia – Utility giant in Malaysia, Tenaga Nasional Berhad (TNB), has recently launched its Chinese New Year film centered around the folklore behind the festivities of the occasion.
The film features the fictional recount of scared villagers who are protecting themselves against Nian, a mythical beast terrorizing the village. After seeking help from an old master they chased Nian away from the village, thanks to displays of red colors, loud sounds, and bright lights.
The film shows the importance of unity in the mid of hardships. In it, villagers realized that as a community, they ultimately hold the power to defeat Nian with a joyful spirit and positive energy. The film brings the message that finding joy is the key to unlocking prosperity and moving forward.
“Many are looking to make a new start in 2021, especially on the back of the multitude of challenges brought about by the COVID-19 pandemic. Offering an age-old wisdom and timeless folklore, this short film weaves the legend of Nian with a slight twist, and we hope it inspires people to embrace the new year with the spirit of joy and unity that underlies Chinese New Year traditions,” said Mohamad Ariff Zainol, TNB’s chief corporate services officer.
The film was created in collaboration with marketing consultancy Entropia, and directed by award-winning director Quek Shio Chuan.
For April Toh, principal at Entropia, the film speaks to a greater need to join forces and rise in the mid of adversity, as Chinese New Year itself symbolizes new hope and prosperity.
“There’s no better time to re-tell the tale of Nian, as it metaphorically explains the situation we are currently in. We’re facing a common enemy that requires us to join forces to rise above adversity. And that’s precisely what this TNB film wanted to remind us of: together we can conquer anything,” Toh commented.
Meanwhile, Zaheer Kaisar, creative director at Entropia, commented that the film itself is heavily inspired by old Chinese comedy action films, and with a twist of modern-day elements.
“Legend has it, an old wise man got the villagers together to defeat the monster Nian by beating drums and gongs, and lighting fireworks with bright red decorations and clothes. When we dug deeper, we realized it was not so much the actions that chased the Nian away, but it was all about joy and good energy. We retold this story in the most entertaining, action-packed, and cinematic way,” Kaisar stated.
Currently, the film has garnered more than 4 million views on YouTube, and has been shared across TNB’s socials. Viewers can also interact with an alternative personality from the film, the master, on his Instagram account.
Kuala Lumpur, Malaysia – Creative agency FOREFRONT ushers in the Year of the Ox with a cheerful and colorful music video, with a track composed and produced by singer and songwriter, Ang Chee Ciang.
The campaign, dubbed ‘A Return to Abundance’, is a collaboration with its new sister tech venture FOUN. FOREFRONT said the campaign aims to represent new beginnings, good fortune, and positivity in this new year.
The film features the agency’s team members which were filmed in the comfort of their homes and were creatively stitched by its video production team. The deliberate use of the character ‘锋’ in the video, is derived from FOREFRONT’s Chinese name ‘先锋’.
“It’s truly heartwarming to witness how our team members come together virtually for this campaign despite the lockdown restrictions. It’s important that we make the best of what we have in these difficult times. The road ahead may look rough now, but we are definitely on the road to recovery,” commented FOREFRONT Group Founder Darien Mah.
Following its annual tradition, the agency will be implementing a social media giveaway for its highly-anticipated angpow packets. The angpows’ intricate design this year features a gold outline of an ox with horns pointed upwards which the company said alludes to an uplifting change in fortune. The design also features an optical illusion depicting a fish which symbolizes abundance.
In addition, the campaign has launched a microsite to host a series of interactive content and for the official giveaway details of the limited edition angpows.
Kuala Lumpur, Malaysia – As the Chinese New Year draws near, Malaysia-based RHB Bank has released its Chinese New Year-themed film ad titled ‘Love Carries On’, a tear-jerker story centered on the importance of parental love.
Based on the true story of a father and daughter from Sibu, Sarawak, the film focuses on the graduation speech of Ngu Nyok Ping, the daughter, as she reflects on the past memories she had with her father carrying her in his back. Due to her disability, rendering her unable to walk, her father has been constantly carrying her to school so that she can continue receiving education. The film also showed the father-daughter tandem enjoying the passing of Chinese New Year festivities each year.
Despite the threat of the disability to Nyok Ping’s future, the film showed how her father’s incredible actions of love paid off, helping her obtain her master’s degree. Today, Nyok Ping dedicates her life to helping fellow disabled members of her community.
The real life version of the characters in the film, (left) Ngu Ee Kiong, the father and (center) Ngu Nyok Ping, the daughter, seen here after her 2016 graduation of her master’s degree from Universiti Malaysia Sarawak (UNIMAS)
“There may be times we find ourselves faced with an obstacle too big to overcome on our own or a dream too far for us to reach, but with the unconditional support and love from those around us, we will realize that we’re never truly alone in our journeys. It’s in them that we will find the strength to progress and succeed,” said Abdul Sani Abdul Murad, group chief marketing officer of RHB Group.
“That message is the bedrock of this film, and it’s especially relevant now because even as we are preparing to usher in the Chinese New Year, many of us are still faced with the waves of challenges brought upon by the pandemic. This spot aims to remind Malaysians that they’re never alone during these times, and it encapsulates what RHB’s brand promise of ‘Together We Progress’ means amazingly well,” added Murad.
The film, created by advertising agency FCB Malaysia, has been shared across RHB Bank’s social media pages. To date, the film has raked in more than six million views, 15,000 likes, and 1,500 shares across RHB’s social media platforms.
For FCB Malaysia creative director Tjer Wang, the story is described to be “unbelievably out of this world and profound.” The agency made sure that as the story is being adapted, the core message remains.
“We spent a good amount of time on fact-checking just to ensure that it was real and not fiction. It was retold and reimagined just as beautifully in the most effortless manner, despite the tremendous amount of depth that it carries,” Wang stated.
Meanwhile, Ong Shi Ping, co-owner and chief creative officer of FCB Malaysia commented that the film speaks to a deeper meaning of parental love, stating that the film showed a parent’s determination to lead his child in the right direction despite the given circumstances.
“Not only did this amazing dad keep his belief in his daughter’s capabilities, he also did what not many people could or would do to guide her in finding her own place in the world. And because of that, Ms. Ngu managed to achieve the kind of success that most of us can only dream of. It’s a truly remarkable story about progress,” Ping stated.
We use cookies to improve your experience and to analyse our traffic. To find out more, please click here. By continuing to use our website, you accept our Privacy Policy and Terms & Conditions. Cookie settingsACCEPT
Privacy & Cookies Policy
Privacy Overview
This website uses cookies to improve your experience while you navigate through the website. Out of these cookies, the cookies that are categorized as necessary are stored on your browser as they are essential for the working of basic functionalities of the website. We also use third-party cookies that help us analyze and understand how you use this website. These cookies will be stored in your browser only with your consent. You also have the option to opt-out of these cookies. But opting out of some of these cookies may have an effect on your browsing experience.
Necessary cookies are absolutely essential for the website to function properly. This category only includes cookies that ensures basic functionalities and security features of the website. These cookies do not store any personal information.
Any cookies that may not be particularly necessary for the website to function and is used specifically to collect user personal data via analytics, ads, other embedded contents are termed as non-necessary cookies. It is mandatory to procure user consent prior to running these cookies on your website.
