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Marketing Featured Southeast Asia

These are the top Raya ads from Malaysia this 2022

Kuala Lumpur, Malaysia – The celebration of Hari Raya in Malaysia has concluded, marking the end of the holy month of Ramadan. And with such festivities, there is always a rise of ad films centred around the values and teachings of the Raya festivities.

In line with this, YouTube in Malaysia has round up the top 10 Raya ads released by local and international brands in the country.  Presented in alphabetical order, the list is based on a mix of relatable festive situations that touched the hearts and funny bones of viewers, collaborations with well-loved local personalities, and nostalgia for the good ol’ days, while continuing to explore the creative formats of past campaigns.

  1. Astro Malaysia – Senandung Hari Raya Untukmu – Dato’ Sri Siti Nurhaliza & Aliff Aziz 

Through an original track sung by Malaysian singer Siti Nurhaliza and local-based Singaporean artist Aliff Aziz, this campaign from the Malaysian satellite TV provider aims to communicate the values of the Raya season, from keeping in touch with loved ones or supporting local businesses for any Raya needs.

  1. Celcom Malaysia – Iklan Hari Raya Celcom 2022 – Syukur 1 Syawal

Duit raya or tokens of money given during Raya are great and all: but have we actually thought about where we ought to spend them? In this heart-warming campaign by this local telco provider, we see a kid named Danish going around houses with his friends to collect duit raya. Among those kids is Aishah, who later on we learn that she gives all of her duit raya to his ailing father. Touched by this scene, Danish thinks of an act of kindness to Aishah’s father.

  1. HongLeong Bank Malaysia – HLB RAYA 2022 – Lebaran Penuh Kesyukuran

This fun and quirky campaign by banking institution HongLeong Bank in Malaysia centres around the festive days despite instances being not the most ‘perfect’ celebration. In spite of obstacles along the way, like the camera falling over a swamp while taking a family picture or meals getting delayed, there is still a glimmer of hope and genuine happiness around family members to be together as always.

  1. Julie’s Biscuits – Raya 2022 | Ini Iklan Raya baru, tau? [Full] | Julie’s Biscuits

Conceptualised by independent agency GOVT Singapore, this hilarious yet eye-opening campaign by the local biscuit brand invites Malaysians to explore traditional definitions of stereotypical roles and see how antiquated expectations no longer hold in today’s day and age.

  1. PETRONAS – PETRONAS Raya 2022 ‘366’: Hari Ke-123 | Full Film

“Find peace within that disappointment”: It is within one of these lines within the ad that sum up the message of the campaign. This Raya-centric campaign is part of Petronas’ ongoing original series called ‘366’, aimed at tackling stories of fortitude, resilience and togetherness among Malaysians during these difficult times. Said campaign is conceptualised under Ensemble Worldwide of IPG Mediabrands.

  1. Saji Malaysia Official – Iklan Raya SAJI 2022 | Raya Dulu – Dulu

This fun campaign by local cooking oil brand Saji focuses on cherishing the Raya festivities, even if it feels like it will never be the same as last year. In this film, we follow a male character cherishing past Raya celebrations, while being mindful to always remember such important moments from past Raya festivities into the future.

  1. Samsung Malaysia – Raya 2022 | Rezeki Memori

Centred around the theme of fun and nostalgic memories, this film by tech company Samsung focuses on a story of Adik and his father cherishing some great memories–which is actually an emotional representation of missing sharing those moments a long time ago. The film, shot on a Samsung Galaxy S22 Ultra phone, invites viewers to cherish time with their parents, one of the values being focused during the Raya festivities.

  1. Spritzer Group – Raya 2022 | Iklan Raya Paling Berseri

On a more hilarious route, this Raya ad by Spritzer focuses on doing the festivities, alongside with your full-out relatives, in this ad signifying Auntie Vivi. Despite the stereotypical nature of the ad, it teaches viewers to just remain calm and enjoy the festivities.

  1. Taylor’s University – Sadaqah | Hari Raya 2022

If there is one saying to embody this ad from Malaysia’s Taylor’s University, it’s the adage of “If you give a man a fish, you feed him for a day. If you teach a man to fish, you feed him for a lifetime.” The ad follows the story of a beggar named Amin, who asks one day for free food from a food stall owned by Kak Zaiton. Despite the ad’s initial impression of Zaiton being angry always, we see a different side of her story, as being compassionate towards the poor. In all, Zaiton’s character teaches viewers of not just getting something but rather having the opportunity to learn and grow as a person.

  1. Tenaga Nasional Berhad – TNB Raya 2022 – Raya Macam Cara

The perfect ad to close this entry, this ad from Malaysia’s multinational electricity company focuses on the diversity of emotions–and antics–during the Raya festivities. After a long time where Raya meetups have been hampered during the pandemic, said ad communicates the long-yearning of families to meet up during these festive times.


Said ad list showcases the most engaging ads that people watched during this period, and are determined in no particular order by an algorithm that factors in watch time, organic views, paid views, and audience retention. This list was pulled on 5 May, 2022 and captures data from 3 April to 3 May 2022 inclusive.

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Platforms Featured Southeast Asia

ONE Esports partners with Samsung to launch ONE Esports mobile app

Singapore – ONE Esports, the Singapore-based company catered in bringing the latest esports events and news across Asia, has partnered with tech giant Samsung to launch a ONE Esports mobile application, which will be positioned as the go-to source for esports news and content in Southeast Asia, and will be seamlessly integrated into the ONE Esports media ecosystem

This partnership with Samsung will see ONE Esports develop an exclusive ONE Esports mobile app for Samsung devices in Indonesia, Malaysia, Philippines, Singapore, Thailand, and Vietnam, to be launched in the second half of 2022. In addition to having its content localized across each market, Samsung users will also enjoy exclusive videos and rewards produced by the ONE Esports team for the app. 

The app will be made available in the Samsung Galaxy Store and Google Play Store for over-the-air download exclusively on Samsung mobile devices this year. 

For Carlos Alimurung, CEO at ONE Esports, the partnership will give the new generation of mobile-first consumers the best way to consume esports content, as the penetration of mobile usage and gaming across Southeast Asia continues to grow.

“I am proud to announce this partnership with Samsung that brings ONE Esports’ world-class esports content natively on mobile, in collaboration with Southeast Asia’s leader in mobile devices and experiences. Samsung clearly understands that brands need to connect and engage with the next generation to stay ahead of the curve, and mobile devices and esports are two of the most effective ways to reach them,” Alimurung said.

Meanwhile, Chris Tarr, head of mobile services and partnerships for Southeast Asia and Oceania at Samsung Electronics, commented that ONE Esports is uniquely positioned as Southeast Asia’s premier esports media organization, and their partnership sets the cornerstone for combining esports experiences with mobile gaming devices for their customers.

“Led by a young, digital, and global audience, esports is shaping up to be the future of sports, media, and entertainment. Through this unprecedented partnership with ONE Esports, we are excited to bring the galaxy of esports to Samsung mobile users, many of whom are passionate about esports and mobile gaming,” Tarr said.

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Platforms Featured Global

Samsung dabbles into the metaverse to promote home appliances

New York, USA – Global tech giant Samsung has announced during the annual CES 2022 event that it entered a new metaverse campaign, this time featuring the company’s diverse suite of home appliances. The tech giant has long been involved in a lot of metaverse projects, including promotion for its Galaxy phone series.

The metaverse campaign, called ‘My House’, is a space-decorating experience developed along ZEPETO, a metaverse platform by Naver Z. Users can not only customize the arrangement of furniture and home appliances, but they can also personalize the tone and manner of the space itself. 

Said campaign takes the metaverse experience and its value a step further by sparking users’ imagination and encouraging creativity. 

“Decorating a home is about incorporating items and appliances into living spaces that look nice and enhance your home’s atmosphere. Not only is it necessary, but it’s also becoming an increasingly popular hobby. This is because more and more people want to enhance their quality of life in the spaces in which they are spending a lot of time. They’re also interested in creating a one-of-a-kind space that reflects their unique tastes and preferences,” the company said in a press statement.

For Youngwoong Kwon of Samsung Electronics’ Global Marketing Center, users will be able to have the special experience of gaining a deeper understanding of their preferences and customizing their spaces in the metaverse.

“Since home appliances tend to be big, it’s difficult to actually try placing them in users’ own spaces. But now, users can not only imagine their own unique spaces through My House, they can also freely decorate their dream homes,” Kwon stated.

Meanwhile, Jong-Hee (JH) Han, vice chairman, CEO and head of Samsung’s DX (Device eXperience) Division, explained, “At CES 2022, you will be able to see in detail how personal customization technology is applied in Samsung Electronics’ large-screen devices, home appliances and mobile products.”

‘My House’ can be accessed by downloading the ZEPETO app from app stores including the Google Play Store, and then tapping on ‘Recommended Map’ or searching for ‘My House’ in the app’s ‘World’ tab.

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Marketing Featured Southeast Asia

Minsu Chu appointed as new president for Samsung Electronics in PH

Manila, Philippines – Samsung Electronics in the Philippines has appointed Minsu Chu as its newest president for the Philippines, where he will be heading Samsung’s local subsidiary Samsung Electronics Philippines Corporation.

As the new head of the local business, Chu aims for a stronger synergy between its different business units, including mobile, visual display, and digital appliances to reflect the company’s ongoing commitment to creating new and meaningful experiences for customers.

He was recently the president of Samsung Electronics in New Zealand. Prior to it, he also served as the business director of SEPCO’s mobile business from 2014 to 2018.

Speaking about his appointment, he said that he is very pleased to return to the Philippines which he has long considered as his second home, adding that the nation has immense potential with its dynamic economy and a large and young population.

“Even with the unprecedented global crisis, the country has remained resilient and has already shown signs of strong recovery, putting economic growth back on track,” Chu stated.

He added, “We need to strengthen our capabilities and operations to be more responsive to the changing consumer sentiments and habits in order to cement our leadership in the local consumer electronics industry.”

The company had recently announced a newly merged device experience (DX) division, which comprises the visual display business, digital appliances business, health and medical equipment business, as well as mobile experience (MX) business, and networks business.

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Marketing Featured Southeast Asia

Search results for a brand can jump to 50% when tapping BTS as brand ambassadors

Singapore – With the sudden rise of K-pop groups such as BTS being tapped by global brands as their respective brand ambassadors, the trend has been evident among these brands to be more recognized by the general populace. The K-pop effect on the consumer is proven further with the latest findings from shopping aggregator iPrice showing that search results for brands can jump up to 50% after signing in BTS as their brand ambassador.

According to the insights, these sudden spikes in brand popularity have been long evident across brands three years ago when the prominence of K-pop brand ambassadors started to materialize. For instance, luxury brand Louis Vuitton and soft drink brand Coca-Cola gained 46% and 14% search boost respectively in the global market when they signed BTS as their brand ambassador. Meanwhile, sportswear brand Fila gained a 16% spike in brand interest in 2019 globally for the same reason as well.

Another successful brand interest was manifested last year when South Korean multinational electronics company, Samsung, released a BTS edition of Galaxy S20+. The result revealed a 53% increase in brand searches compared to the same period in 2019. 

And more recently, the recent collaboration of BTS and fast-food chain McDonald’s has earned the brand an 8% increase in search interest globally compared to the same period last year. Meanwhile, among Singapore consumers, the said collaboration recorded a whopping 81% increase in Google search volume, signifying the massive effect it had on the growth of McDonald’s brand awareness in the country. 

The insights also note in McDonald’s case in Singapore that due to the insane demand for McDonald’s paper bags adorned with the BTS logo, people ended up reselling the packaging along with unopened sauces on an e-commerce platform within 24 hours of its launch.

Part of the reason these brands have gained so much success from their collaborations is that aside from the love towards BTS as a whole, each of the Korean boy band’s members boasts a fan base of their own. K-pop fans have come up with a term called ‘bias’, which essentially means a favorite member.

In terms of biases within the Singapore consumer base, findings show that Jungkook tops the list, accounting for over 26% of the country’s searches. He is followed by V (25%), Jimin (20%), Jin (10%), Suga (8%), RM (7%), and J-hope (3%).

In Southeast Asia, people seem to be Googling V the most, averaging 29% of the search volume, followed by Jungkook at 26%, and Jimin at 18%. 

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Marketing Featured Global

‘Rejected-turned-viral’: Samsung’s virtual assistant linked to Cheil Worldwide

Singapore – As many netizens globally have shown interest in the purported new virtual assistant by Samsung called ‘Sam’, newly-sourced information online has found that the now rejected project has been tied with a previous project with global marketing agency Cheil Worldwide, which is under the Samsung Group. 

Just recently, an alleged virtual assistant of Samsung went viral on social media globally as the ‘leaked’ photos of the project resurfaced a few days ago. The leak originated from visual creatives company Lightfarm studio, when they uploaded said picture portfolio on their work page. 

The page was taken down, alluding to the fact that the pictures never materialized into any campaign by Samsung. Meanwhile, the pictures boosted into popularity as many online creators made fanarts of said virtual model, and have been making rounds on many social media platforms, including TikTok. 

According to one Twitter user @SinisterSh0t, information dug up from the well-known archive site Wayback Machine shows that the now scrapped project was made by virtual creatives company Lightfarm Studio, which is based in Rio de Janeiro in Brazil.

Based on the information saved on the Internet Archive, the project was “an incredible partnership between the Cheil Agency and Lightfarm.”

Furthermore, the newly-sourced information also stated the design process for the virtual assistant, which consisted of having a ‘2D existing version, [which] underwent a complete redesign to return to social networks in a 3D version, much more modern, exciting, and with many more expressions, poses, and different textures’.

Separately, Lightfarm Studios has previously worked with last year’s campaign by Tiger Beer globally, alongside with agency Publicis Singapore.

Samsung has an existing virtual assistant called ‘Bixby’, which was first launched in 2012 alongside the Samsung Galaxy SIII.

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Platforms Featured Southeast Asia

Pesta Game, MY’s first-ever ‘virtual sports day’, to be hosted by YouTube

Kuala Lumpur, Malaysia – The Malaysian arm of streaming platform giant YouTube is hosting the Pesta Game 2021, a first ‘Hari Sukan’ or sport’s day hosted within a virtual platform. 

The event is a direct inspiration from last year’s status of the online gaming community, as the YouTube gaming community has garnered over 100 billion watch time hours clocked across a whopping 40 million active gaming channels worldwide.

Players will come from Malaysia’s YouTube top content creators and with participation from the YouTube audience, and will be supported by partnerships with esports portal MyGameOn and video game entertainment site IGN Southeast Asia. The event will feature games, including puzzle game ‘Keep Talking, Nobody Explodes’, multiplayer royale games ‘Valorant’ and ‘PlayerUnknown’s Battlegrounds (PUBG)’, and soccer video game FIFA 2021.

“Gaming has always been an important part of the Malaysian YouTube community, and there’s certainly no better time to game than the present. Pesta Game allows us to get together safely from the comfort of our homes and be immersively entertained by countless gaming live streams featuring Malaysia’s favorite Creators on YouTube across mobile devices, desktops, and connected TVs,” said Ben Jern, head of YouTube Malaysia.

The event also sees a partnership with fast-food chain KFC and with Samsung A51 | A71.

“We are thrilled to be part of an event that celebrates the community of e-sports talents we have in Malaysia, while supporting the importance of gaming as a sport. We are committed to making an awesome gaming experience accessible while ensuring seamless connectivity and performance through the Galaxy A series, and with events such as this, can meaningful innovation be realized,” Edward Han, president of Samsung Malaysia Electronics commented.

A spokesperson for KFC said, “KFC is excited to partner with Google for Malaysia’s 1st virtual ‘Hari Sukan’. As the nation’s favorite fried chicken, KFC is happy to level up Pesta Game with freshly made and delicious KFC – perfect for this innovative, vibrant and energetic event! With all the happenings around the country, Pesta Game presents a perfect outlet for YouTube creators and audience to have fun, enjoy great food, and simultaneously connect with each other virtually and safely.”

The Pesta Games will be livestreamed January 30th and 31st and in Bahasa Malaysia across some of Malaysia’s biggest YouTube channels, from Media Prima’s Drama Sangat, NTV7, TV3, and TV9 channels, to individual channels of creators participating in the games: Athisha Khan, Dumpling Soda, Fuzz Channel, Isaac Osman, Syedot ASMR, and Wiser MY.