“Do you crave Maggi Mee when you’re abroad? Then you’re confirm Malaysian!” at least that’s how DiGi Telecommunications’ head of digital marketing & content Nicholas Chay sums up the telco’s latest campaign, Confirm Malaysian, in conjunction with Merdeka.
Confirm Malaysian celebrates the quirkiness of being Malaysian by crowdsourcing views and images from Malaysians that symbolise the Malaysian in them using the hashtag #confirmmalaysian.
The best pictures or captions submitted by 8 September will appear in four Malaysia Day DiGi newspaper print ads that have yet to be announced on 16 September.
“This campaign allows us to celebrate our diversity and affirm the spirit of unity for the nation we all share and love. More importantly, it is our way of bringing Malaysians together and giving them an avenue to tell the world how proud they are for being a Malaysian,” Chay said.
“There are so many things that make us uniquely Malaysian. However, when we’re united and heading in the same direction, there’s nothing we cannot achieve,” said Ramesh Rajandran, head of online sales and services at DiGi, adding that it is aiming to gather as many submissions on Twitter and Instagram.
The campaign is targeted at all Malaysians and will run from 27 August to 16 September, 2013.
“Patriotism is not something you can inspire people to take on. It’s something that people should be a part of every single day. We wanted to laugh at ourselves, celebrates our uniqueness and the lighter side of being Malaysian,” says Alvin Teoh, executive creative director, Naga DDB, who manages the creative.
To get featured in Digi’s Malaysia Day print advertisement, participants can upload their photos marching to the left on its microsite, www.confirmmalaysian.com.my and on Instagram and Twitter with the hashtag #confirmmalaysian.
The campaign will be promoted using the above mentioned social media platforms and will be supported by its other owned channels.
For this campaign, creative is managed by Naga DDB, digital by Spring Creek and media by VivaKi.