Mobile operator company Digi has launched a digital Kaamatan Festival (Harvest Festival) in collaboration with Kupi-Kupi, a Sabah radio station. Kaamatan, or the Harvest Festival is celebrated in Sabah annually, and sees large gathering of people dancing to songs, and with a wide spread of food. Done in partnership with NagaDDB Tribal, the festival uses a theme song, co-created between Digi and Kupi-Kupi titled “Kita-kita Juga Baini”, which means “we’re together.” The song was launched on 18 May to celebrate the heritage, love for food, music and karaoke; and the sense of togetherness that Sabahans have for one another.
Other campaign extensions organised by Digi include an online karaoke concert called KupiStar, with a talent-search element to it and promises rewards. The design of the entire concert hinges on the profound love Sabahans have for karaoke. A live show was held on 30 and 31 May, with some of Sabah’s beloved artists such as Darel & Gotong and Benn Simon, showcasing music that Sabahans love. To further enhance the festivities, Digi also partnered with Grab to provide discounts for food deliveries during the season of Kaamatan.
Through this initiative, Digi said Kaamatan shows that real celebrations are never just about a time and place, but about who it is shared with, and how people can keep the spirit of the festivities alive for one another - kotobian tadau tagazo do kaamatan.
Meanwhile, Ellison Fernandez, creative director at NagaDDB Tribal said by taking ideas that took a predominantly “on-ground” celebration onto the Internet and relevant collaborations, it had a good foundation to build a unique digital Kaamatan Festival. “The cross-platforms of web and radio helped widen the reach in East Malaysia, while staying true to the components, like food and music to make the Kaamatan celebration grand. Where there’s digital, there’s a party that will go on,” he added.
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