National Geographic Channel (Nat Geo) has partnered with Isobar Malaysia to launch a new campaign to create awareness for a series of locally-produced and curated documentaries about the lives of Peranakans in the Southeast Asia region.
Called “A Peranakan Heritage”, the documentaries began airing on 27 July. It aims to showcase the unique Peranakan culture by exploring its different facets, from food and wares to customs and history.
It targets not just Malaysian viewers, but people from all over the world, the programme gives an exclusive glimpse into Peranakan history and heritage through the eyes of Julian Davison, Gok Wan and Sherman Ong.
Together with Isobar Malaysia, it created a series of “doors” as part of an on-ground activation where people can engage with the Peranakan heritage. The exhibition will be unveiled to the public beginning August 25 for a month at a well-known Malaysian landmark.
The campaign also features a microsite developed by the agency, which offers viewers a chance to test their Peranakan knowledge through a fun, interactive game where winners can get a specially-curated tour of Malacca including key locations and food eateries featured in the “A Peranakan Heritage” program.
The microsite is being promoted through digital media buys via Facebook and Google Display Network, and via PR following the official launch of “A Peranakan Heritage” in mid-July.
“The National Geographic brand is renowned for telling hidden stories in a visually compelling, yet authentic manner. Culture conservation and immersive learning is core to Nat Geo’s ethos and through this programme, we hope more people are exposed to the hidden vestiges of this culture,” Simeon Dawes, managing director, Hong Kong, Southeast Asia & the Middle East, Fox Networks Group.
“In line with the documentaries that were being aired on Nat Geo, we wanted to share a tangible piece of the rich Peranakan history and culture, and so we decided on this campaign that enables people from all walks of life to explore and get a closer look at the lives of the Baba Nyonyas, Chittys and Seranis (or Eurasians),” SanYen Liew, executive creative director at Isobar Malaysia, said.
Check out the campaign photos here: