Global campaign by Malaysian companies shows country's resolve in 'bouncing back'

Berjaya, Naza and U Mobile have sponsored a global communications campaign titled "Malaysia: Bouncing Back even Better than Before", to help communicate to the world Malaysia's determination to put the country back on track and move forward again after the 14th General Election.Done together with integrated marketing communications agency, ISC Innovators, the campaign runs on social media, TV and print worldwide. It is timed to coincide with Prime Minister Mahathir Mohamad's UN General Assembly address in New York on 28 September. The campaign is targeted to run for three months and costs approximately RM12 million.The full page print advertisement said, "Recently, we again endured dark days and uncertainty. We had to bring about change. We had to right the wrong." The ad also talked about how Malaysians are determined to continue the country's first 52 years of "noble achievements" in development and progress, as well as in racial and religious harmony.It ends with the sentence, "They say it's always darkest before the dawn. This, then, is our new dawn. Our new and even better Malaysia."In a statement to A+M, ISC Innovators' spokesperson said, "The sponsors felt they wanted to contribute and donate to the 'New Malaysia' cause by paying for the media costs to help start restoring Malaysia’s image after the last general election."ISC Innovators also produced the campaign "Malaysia: Bullish on Bouncing Back" during the 1997/1998 Asian Economic Crisis.