Tag: MBCS

Kuala Lumpur, Malaysia – Sime Darby Auto Connexion (Auto Connexion), the authorised distributor of Ford, has worked with MBCS to showcase the Ford Ranger’s unparalleled versatility this festive season to reinvent the Malaysian ‘balik kampung’ (returning to hometown) experience.

Tapping into the universally relatable chaos when it comes to retuning home for festive breaks, the ‘Ranger Ready, Raya Steady’ campaign builds on the exciting, hectic, and endearing moments that come from gathering everything that’s needed ahead of journeying to a special celebration with loved ones. 

The campaign leverages upon KOLs Alana and Abbas – a mixed-race couple with a strong presence in the East Cost of Malaysia, and national footballer Intan Serah, to showcase the wide appeal of Ford for families, couples, and those with sporty, performance needs.

Moreover, the campaign also featured engaging on-ground activations at the IOI Puchong roadshow, and a “Cari & Menang Ketupat” (find the Ketupat) challenge on social media.

Noerel Huda Ismail, head of marketing at Sime Darby Auto Connexion – Ford, said, “The Ranger is more than just a vehicle; it’s a dependable companion for Malaysians in all their activities during the festive season. In a true demonstration of joy and bustling Raya celebrations, the versatility of the Ford Ranger can get you through it. We hope all Malaysians get to see the Ford Ranger as the ultimate solution for this seasonal challenge.” 

Meanwhile, Eddy Nazarullah, creative director at MBCS, commented, “Raya is a time of joy and togetherness, but also filled with the commotion of planning. With this, comes the struggle of packing and returning to your hometown with an abundance of gifts and food to show your love to family back home. The very mundane and practical action of packing often becomes an ambitious feat as families challenge themselves to fit everything into their vehicles, and what we want to show is that, when it comes to balik kampung, there’s nothing the Ranger can’t carry.”

Kuala Lumpur, Malaysia – Nando’s Malaysia and Singapore, in partnership with Mediabrands Content Studio (MBCS), have launched a social-led campaign for the month of Ramadan.

Titled ‘Nando’s Pick-Up Line’, the campaign leverages the cultural phenomenon of playful pick-up lines prevalent in Malaysia and Singapore during the holy month, transforming the double meaning of ‘pick-up line’ – being both a flirtatious remark and the convenience of pre-ordering – into a fun and engaging marketing strategy.

The campaign features weekly videos showcasing light-hearted “pick-up line battles”, with cheeky depictions of typical flirtatious exchanges that unexpectedly culminate with Nando’s Pick-Up service emerging as the ultimate winner, highlighting its convenience and efficiency. 

In addition, a contest in the search for the hottest and juiciest Raya pick-up lines will run between 20 – 27 March in Malaysia and Singapore, and winners will stand a chance to win a Nando’s Family Platter for 4.

Shariar Ab Ghafar, creative director of MBCS said, “Ramadan presents significant opportunities for brands to truly understand the real cultural nuances behind the scenes. In Singapore and Malaysia for example, playful pick-up lines have become a cultural staple during Ramadan, filling social feeds as a fun way to pass the time before iftar. 

The team thought, what if we took the double meaning of a ‘pick-up line’ and turned it into a campaign? At once a smooth-talking flirt and the convenience of ordering ahead. After all, some pick-up lines work, and some don’t. But one line works every time – a Nando’s Pick-Up. Nando’s has always been in this space of playfulness and the team has enjoyed having some fun with this campaign. After all, who doesn’t love a good pick up?”

Kuala Lumpur, Malaysia – Halal personal care brand Safi, in partnership with IPG Mediabrands’ MBCS, has launched ‘Sis Shay’, a virtual hijabi educator aimed at driving hijabi haircare awareness especially to the hijabi youth.

Sis Shay, a role model who raises awareness around hijabi haircare, was brought to life by Safi Shayla as a relatable character that aligns with the pop culture of younger hijabi audiences. As a digital entity, Sis Shay exists both online and on-ground as she drives hijabi haircare education and spreads messages around the importance of using a hijab hair specialised shampoo, building confidence in hijabi youth everywhere. 

Through visits at SMK Convent Kajang and Sekolah Seri Puteri Cyberjaya, students were able to interact with Sis Shay as she answered some of their pressing questions around hijabi haircare and other pertinent questions around the changes they face as youth. 

Moving forward, Sis Shay will also be seen in other schools and on social media through a digital comic series that educates on hijab haircare through storytelling, fostering deeper engagement and relevance for younger hijabi girls. 

Jennifer Wee, creative director of MBCS said, “There is still a gap in hijab haircare education, and as yet, no one seems to be addressing or championing this space. Our insights indicate that young Malaysians, particularly Gen Alpha and those aged 16-21 in the process of building brand loyalty are relying heavily on digital resources to inform their choices. By having Sis Shay meet them through the form of a virtual character in the Safi Shayla universe, we aim to provide a safe space for hijabis. One filled with confidence and support as they navigate through their challenges for the long-term.”

She added, “Sis Shay is more than a character. She’s a relatable digital “older sister” who understands the challenges faced by young Malaysian girls, especially within the hijabi community. She’s interactive, digitally and physically “present”, and says “I’ve got you”. Her energetic presence leaves a lasting impression, and we’re excited to build on her possibilities.” 

Meanwhile, Kazlina Mohd Kassim, SAFI Brand & Insights Specialist of Wipro Unza, commented, “As Malaysia’s leading hijab haircare expert, Safi Shayla understands the challenges hijabi newbies face in adapting to their adolescence stage and the root causes of their hair care concerns. Safi Research Institute’s studies have shown that a hijabi scalp differs from a non-hijabi scalp, leading Safi Shayla to formulate hijab hair specialised shampoo tailored specifically for hijabis.

Kazline added, “MBCS’s introduction of Sis Shay is a novel approach that helps us connect the dots between haircare education and hijabi hair health to build awareness in a modern and relevant way. Her bubbly yet informative approach makes every tutorial fun & easily comprehensible, and if you’re ever in need of hair care wisdom served with a side of humour, look no further. Sis Shay as your go-to sister truly embodies Safi Shayla’s expertise in hijab haircare, serving as the digital face in educating hijabis with specialised haircare knowledge.”

Kuala Lumpur, Malaysia – U Mobiles, in partnership with MBCS, has launched its Chinese New Year (CNY) campaign which serves as a reminder that the true shape of happiness is togetherness through moments shared.

“Yuan” meaning ‘reunion’ is a touching reminder of family togetherness. It depicts the return of a family to their childhood home, replacing their father’s old round dining table with new, long tables for their reunion dinner. Over the course of the evening, the family reconnects with the significance of the round table which is deeply rooted in Chinese traditions.

Kevin Le, executive creative director at MBCS said, “This idea is a simple, yet profound observation. Most of us grew up with the same round table at home, and it was a piece of furniture that was likely there from before we were born. These tables have seen every milestone, every celebration and every reunion, and holds a universal truth – that the true shape of happiness is togetherness.  

He added, “A traditional symbol of Chinese dining culture, the circular shape represents harmony, equality and togetherness, and so it was very apt for us to reflect these moments of family happiness and togetherness through this ubiquitous, inanimate object. However, it’s not just a piece of furniture, it’s a silent witness to our lives.”

Meanwhile, Bernard Lee, head of brand and marketing services at U Mobile said, “Advancement and innovation is constant, and it’s a natural fact of life that modern families would keep with that pace when it comes to contemporary aesthetics and home design. However, while trends might change, the essence of family connection remains timeless. 

He added, “The round table serves as a metaphor for cherishing family traditions while embracing togetherness, no matter what shape life takes. It’s not the design of the table, but the moments shared around it that truly matters. Our message to all Malaysians is that the true shape of happiness is found in a reunion.”

Kuala Lumpur, Malaysia – MBCS has announced its latest film with the Malaysia Aviation Group, the parent company of national carrier Malaysia Airlines, in conjunction with the Chinese New Year (CNY) festive season.

The film, titled “The Race Home” tells the story of three journeys, and one shared destination, with the race home to Malaysia for Chinese New Year. Shown through the lens of the travellers, it highlights the support of airport and airlines staff, encapsulating the essence of coming home. The film was directed by Chevie Law from Directors Think Tank.

Eddy Nazarullah, creative director at MBCS said, “The idea for this film comes from a shared experience that resonates deeply with many Malaysians – the race back home for festive seasons. This is a time of high emotions, as people are excited about reuniting with loved ones, yet anxious about the airport rush. 

He added, “We’ve all been there in those moments of chaos, where every second matters in making that precious flight. The story draws inspiration from the role Malaysia Aviation Group plays in turning a potentially stressful experience into a warm, welcoming one, as amidst the rush, there are always helping hands to make the journey smoother. At the end of the day, it’s not just about the destination but the people who help you get there through the twists and turns.”

Meanwhile, Lau Yin May, group chief branding and customer experience officer at Malaysia Aviation Group commented, “Malaysia Aviation Group is more than just an organisation – it’s a caring companion that understands the emotional significance of travelling home, especially during festive seasons. We get what it’s like to be away from loved ones, and try to ensure that every passenger feels supported, valued, and cared for at every step of the way.

She added, “The MBCS team have told a heartfelt story that reinforces the idea that, while the journey may feel like a race, travellers are never alone. It’s about creating moments of warmth and connection, even in the busiest and most chaotic of times, so that everyone can experience that joy of truly coming home. I’d like to wish all Malaysians and especially those travelling from afar, a very happy Chinese New Year from all of us here at the Malaysia Aviation Group.”

Kuala Lumpur, Malaysia – Skincare brand Aiken has rolled out its latest festive campaign alongside MBCS, highlighting its goal of bringing brighter start to the Chinese New Year (CNY) through their cheeky and heartwarming ad, “Double the Brightness for a Brighter Year.”

This campaign introduces a comedic twist to Chinese mythology, featuring an overworked Goddess of Fortune (Choy San) who enlists the help of the newly invented Goddess of Beauty (Leng Lui San), personified by Aiken, to tackle beauty-related wishes during the hectic CNY season.

The campaign stars KOLs  Elaine Ying, famed for her ‘How to trigger’ comedic series, as the charismatic Goddess of Fortune, and TikTok sensation Gigi Cheoh, who embodies the radiant Goddess of Beauty.

The campaign, running until mid-February, showcases the Aiken Brightening Skincare Range, including Aiken Vita-C Bright and Aiken Ceramide Bright, designed to deliver glowing, radiant skin.

To amplify the festive cheer, the campaign extends beyond the film with an engaging meet-and-greet at Mid Valley, where the Goddesses delighted fans with giveaways while visiting pharmacies. Additionally, a TikTok Livestream scheduled on January 25, 8–10 PM, brought the radiance straight to audiences at home.

Saki Goh, senior general manager of Wipro Unza, emphasised the campaign’s resonance with modern consumers, stating, “Chinese New Year is an incredibly busy time for everyone, including Choy San! MBCS has cleverly tied this cultural significance into a story that reflects how beauty is a treasure in itself. With Aiken’s brightening skincare range, we’re offering consumers an effective yet affordable way to achieve radiant skin without stretching their wallets. This CNY, we hope Malaysians shine brighter than ever with the help of the Goddess of Beauty.”

Meanwhile, Christopher Chong, creative director of MBCS, shared his thoughts on the concept,”Gods hold a central place in Chinese culture, with prosperity and fortune taking centre stage during CNY. Beauty, too, is a modern form of fortune. By reimagining Choy San as a female and creating the Goddess of Beauty, we bring cultural relevance and humour to the campaign while highlighting the brightening power of Aiken’s skincare range. After all, why settle for one God when you can have two?”

Kuala Lumpur, Malaysia – AIA Malaysia has teamed up with MBCS to launch a new campaign raising awareness on the importance of combining prevention and protection for healthier, longer, better lives.

The AIA “It’s what’s inside, that matters” campaign launched to educate Malaysians to take a pulse check on their health and take stock of their protection and coverage. 

The campaign microsite inspires a call to action for users to rate their health, and that of their loved ones by way of a simple quiz, alongside the educational video featuring three groups of Malaysians across different walks of life – young adults, family with kids and retirees – who speak candidly about their health scores, journey and concerns.

The 360-degree campaign was executed with sister media agency Universal McCann, and runs till March across digital platforms, programmatic, DOOH and radio. 

Rudy La Faber, creative director of MBCS said, “Malaysians aren’t always the most open when it comes to health, and this is all about getting people to become more proactive and have these active conversations with their loved ones. The inspiration stems from the fact that people’s perception of health is largely based upon how they look physically, but what truly matters is what’s on the inside – looking after yourself fully, both inside and out.” 

He added, “Quizzes are always great fun, and we’ve all at some point in our lives shared a pop quiz with a loved one to get to know them better. So, why not when it comes to health? Rating family and friends through the quiz is a useful conversation starter with loved ones (and yourself), with a rating system to explain your well-being score. It serves as a reminder for Malaysians to complement their preventative measures of exercise and nutrition and is a great opportunity to trigger these deep and life-changing conversations that could positively impact lives in years to come.” 

Kuala Lumpur, Malaysia – MBCS, the media-fuelled creative content practice within the IPG Mediabrands network, has announced its latest campaign to launch the new Pizza Hut’s Melts Burger.

The campaign launches a new permanent addition to the Pizza Hut menu. The Melts Burger features a brand film to showcase Pizza Hut’s innovation of its new menu item, which is crunchy like Melts, and tastes like a burger, bringing about “the best of both worlds” as it says with its tagline.

Mun Tuck Wai, executive creative director at MBCS said, “A pizza brand that is now into burgers… say what?! This mash up is a truly unique combination, and we want to showcase Pizza Hut’s innovative spirit. The Melts Burger is new, cool, and easy for those on the go. Ideal for Gen Z’s and their active lifestyle. The video elements and song capture this modern spirit of youth on the move and shows how you can have the best of a pizza and burger all rolled into one.”

Meanwhile, Emily Chong, chief marketing officer at Pizza Hut Malaysia said, “Pizza Hut is known for leading the way in trend-setting ideas and products, and this is an evolution of that. Eating a burger, while delicious, can sometimes be a messy affair. The Melts Burger offers the perfect combination with the best of both worlds shining through – crunchy, cheesy, loaded – who says you can’t have it all?”

For a limited time only, the Melts Burger is available at a special price of RM0.99 with the purchase of selected drinks or sides.

Kuala Lumpur, Malaysia – Following a competitive pitch process, Mediabrands Content Studio (MBCS) has been appointed as the digital and social agency of record (AOR) for isotonic sports drink 100PLUS in Malaysia.

MBCS’ appointment will begin in October 2024. The agency will oversee full-service digital campaigns and provide ongoing social media management for 100PLUS, emphasising the brand’s mission to refresh and rehydrate active individuals.

Stanley Clement, chief executive officer of MBCS, said, “Working on this truly exciting brand within the isotonic drink market is a challenge we’re eager to tackle. We aim to transcend its sports association, making it a top-of-mind essential for everyday use! ” 

“MBCS has a deep breadth of experience within the content creator space and has a proven track record of bringing out-of-the-box entertainment to connect with new consumers. The team is thrilled to be a part of the brand’s vision to continue promoting a healthy and active lifestyle, innovate, and inspire, thereby reinforcing its position as the number one isotonic drink in the country,” he added. 

Meanwhile, Leong Wai Yin, marketing director of F&N Beverages Marketing, commented, “We awarded MBCS with this assignment as they demonstrated to us their deep understanding of social media behaviours within the beverage segment. They also demonstrate a keen content creator mindset that falls in line with the vision we have for our brand. We’re excited to begin collaborating with MBCS on upcoming campaigns that will bring excitement and new perspectives to our existing loyal consumers while also attracting new ones! ”

Kuala Lumpur, Malaysia – MBCS, the media-driven creative content practice within the IPG Mediabrands network, has announced the creation of MBCS Academy, a new CSR initiative that will allow underprivileged kids to continue higher education while obtaining job experience in the advertising profession. 

The ‘Work & Study’ program at MBCS Academy is especially intended for school dropouts from Malaysian B40 SPM and STPM classes, which correspond to families from the lowest 40% of income earners in Malaysia. Successful applicants can pursue a subsidised diploma or degree program at a partner university, as well as full-time, salaried employment in advertising with MBCS, as part of the program. 

An extensive grasp of the industry and working life is given to candidates during the six-month internship that precedes the MBCS Academy. Successful interns will get a study stipend to continue their studies at partner universities like CATS College, INTI International University, Open University Malaysia, and Veritas University College, in addition to an offer of full-time employment after the internship. 

Stanley Clement, chief executive officer of MBCS Academy, said, “There are many young people who end up missing out on life’s opportunities merely because they can’t afford to get into tertiary education. The MBCS Academy is specifically designed to give a leg up to these talented young people who might otherwise be left behind. It is also gives young school leavers a first-hand look at the advertising industry as an apprentice, without having to have a paper qualification in hand. It is our hope as an industry to change the world with what we do. This is our way, one student at a time.” 

He added, “We are excited to open this up to eligible school leavers who received their results this week. Those of us in advertising understand the importance of moulding a new generation of capable talents to serve our creative and innovation needs of tomorrow. As a people-first agency, MBCS is excited to give back to society in this unique way by nurturing talents with real working experience by the time they graduate.”