How ERL turned RM4,000 into a viral Malaysia Day campaign

Express Rail Link (ERL), the operator of the airport rail link to Kuala Lumpur International Airport (KLIA Ekspres), celebrated Malaysia Day this year with a low-budget but high-impact campaign that resonated widely with Malaysians.

In collaboration with local content creator collective TekaTrivia, ERL launched a vox pop–style social media campaign that blended education, entertainment, and patriotism. The initiative engaged everyday Malaysians with trivia questions about their country while subtly highlighting KLIA Transit as part of the celebration.

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With only RM4,000 allocated for video production, the collaboration proved cost-effective yet far-reaching. TekaTrivia’s candid street interviews made the content relatable and engaging, striking a balance between general knowledge, cultural pride, and brand storytelling.

According to ERL, the response was immediate. The first TikTok video surpassed 1 million views in under 24 hours and generated nearly 200,000 engagements. Malaysians flooded the comments section to debate answers, share knowledge, and celebrate the light-hearted showcase of national pride.

By tapping into TekaTrivia’s authentic voice, ERL was able to move beyond travel conversations and align itself with national pride in a way that felt natural and inclusive. With TekaTrivia’s strong social presence, including individual videos that have drawn up to 3.8 million views on TikTok, the collaboration gave ERL a valuable boost on social platforms.

To commemorate Merdeka Day in 2024, ERL has launched its "Ekspres Lah Best" campaign. highlighting the speed, service, and convenience of ERL's KLIA Ekspres and KLIA transit services.

As travel rebounds post-pandemic, ERL aims to showcase the benefits of its efficient transportation options to both Malaysians and tourists. The "Ekspres Lah Best" theme is a play on words that captures the essence of ERL's commitment to excellence. 

The vibrant magenta colour is synonymous with ERL's brand identity sets the tone for the campaign across offline and digital touchpoints. This colour choice not only reinforces brand recognition but also symbolises the excitement and pride associated with Merdeka celebrations.

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