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Problem Statement

Axiata needed a unique Merdeka campaign that moved away from predictable themes and genuinely connected with the audience.

Insights

During Merdeka, Axiata faced competition from well-known brands. The challenge was to authentically portray Axiata's nation-building activities while avoiding clichés. The target audience included mobile network users, businesses, tech-savvy consumers, and digital enthusiasts.

Strategy

ADA crafted the #UnitedInKindnesscampaign, an immersive social media experience. The campaign focused on Malaysians sharing stories of kindness, using AI technology to generate Malaysia's first AI-generated Merdeka video.

Execution

•Microsite Creation: Interactive platform for Malaysians to share stories of kindness

•.AI-Generated Video: Launched on August 30th, evolving with contributions from Malaysians.

•Influencer Engagement:Collaborated with local influencers on TikTok to amplify the campaign's reach.

•Social Media Integration: Used the hashtag #UnitedInKindness to encourage participation and sharing on TikTok.

Awards

•Hashtag Asia Awards 2024: Best Social Media Community Management (BRONZE), Best Social Media Use of Emerging Technologies (GOLD), Best Video in a Social Media Campaign (BRONZE)

•MARKies Awards 2024: Most Creative – Digital (GOLD) & Most Creative – Social Media (GOLD)

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