Dentsu Malaysia is pleased to partner with Axiata Group Berhad for Merdeka 2024 campaign to honor Malaysia’s unsung heroes, whose achievements have quietly placed the nation on the global map.
Unleashing Heroes: Dentsu Malaysia and Axiata Put Malaysia on the Global Stage with Merdeka 2024 Campaign
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Reach across key social and digital platforms
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views across all digital and social platforms
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View Through rates
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engagement on YouTube
The Challenge
By focusing on the stories of lesser-known achievements, the campaign showcases how everyday Malaysians push boundaries to inspire others to unite, combining talents to elevate the nation's reputation on the global stage. These unsung heroes embody Axiata's commitment to advancing every individual towards becoming catalysts for change.
The Solution
Running from Merdeka Day (31 August) to Malaysia Day (16 September), the campaign deviated from paying homage to well-recognised national icons and instead spotlighted everyday Malaysians, including a NASA competition winner, an eSports champion, a dedicated teacher, a clinical scientist, an international photojournalist, and an international speech competition winner, who may not be usually known to fellow Malaysians for their extraordinary achievements.
The Results
Running on all key social and digital platforms, including Facebook, Instagram, LinkedIn, X, and Youtube, the campaign surpassed expectations, doubling Through Plays and Engagement, with a reach of over 4.2 million. It generated 3.88 million views on TikTok, 2 million views on YouTube, and 1.2 million views on Meta. View Through Rates were 98.8% on TikTok and 88.5% on Meta, while YouTube’s engagement rate was 39.32%, indicating a strong resonance that Malaysians felt with the campaign.
Innovating to Impact
Dentsu Malaysia resonated deeply with Axiata’s identity with the nation and ambition to sew the fabric of the nation. This campaign was born out of a recognition that people from all walks of life form Malaysia’s collective identity, no matter how big or small, and while popular national icons are celebrated, they also wanted to elevate individuals who have excelled for Malaysia in their own ways.
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