Sumur Mutiara and GOVT KL launch extensive new “Dekat Je” campaign for Tourism Malaysia
Since its official appointment in January 2015, Sumur Mutiara and GOVT KL have been busying itself with strategizing, planning and executing a 360º ATL campaign for its client, Tourism Malaysia. The appointment named Sumur Mutiara Sdn Bhd as the agency for the Domestic Market portfolio and carries a minimum duration of 3 years.
Following the catchy tune, Tourism Malaysia launched the campaign with a series of TV Commercials that appeared on selected free-to-air and cable TV stations. The concept of the TVC was driven by a simple series of “wefies” that different target groups take when they’re on holiday. The smooth transition from one scene to another depicted how easy it was to go from one holiday to another within Malaysia. While the shortened versions of 30 seconds are played on TV, two longer cuts were used to give the audience a fuller picture when they’re shopping for a holiday destination online. Watch the made-for-web versions here:
The campaign didn’t just stop there. Radio spots were created to capture the audience during drive time. Over 40 outdoor mediums were secured to remind the audience of the many attractions that awaited them at every turn. And of course, Print Ads were deployed thematically to set the tone for coming tactical campaigns.
Sumur Mutiara has been pivotal in the media planning, negotiations and buying of strategic spaces across TV, Print, Radio, Outdoor and more since its appointment. Both agencies are locked away in the next few weeks as they prepare for the re-introduction of Dekat Je’s Phase 2 that’s just around the corner.
Its strategic creative partner GOVT KL has been tasked to provide the thinking and oversee the execution of all creative work within this portfolio – including all ATL thematic and tactical campaigns that reach out to not only Malaysian citizens but also a growing expatriate market.
The campaign was driven around the story of proximity in Malaysia where sights, shopping and shows are merely “Dekat Je,” loosely translated as “close by.” The catchphrase was also used as a way to express the proposition of the campaign where travel brings people closer together. Visually, this was brought to life with the “wefie” movement that has taken the world by storm.
“We wanted to give the target audience a real reason to go on holidays in Malaysia – an emotional benefit that was strongly backed by data and insights,” says Syed Nasir, GOVT KL’s Head of Business. Its Executive Creative Director, Casey Loh added, “Research has shown that 96.3% of domestic travellers use the highways to go from state to state which is perfect for Dekat Je. It’s a believable campaign that pushes the audience to just hit the road and go somewhere with their loved ones.”
The campaign kicked off with a song that was done in collaboration with local rap artiste: Altimet and his band, the Diplomats of Drums. A music video was then created to get the audience to buy into the message of travelling domestically in a fun and energetic way. Click here to watch the Official Music Video.