Through a series of four videos shared over its social media platforms, depicting different reactions of family members, INTI explored experiences many young Malaysians face while awaiting their SPM results.
The marketing team at INTI drew inspiration from Tamil dramas, exploring both language and styles in delivering its quirky messages. Having already explored videos in English, Mandarin and Malay, INTI’s focus on Tamil this time is aimed to capture the universal exasperation of students fending off well-wishing relatives.
In a statement to A+M, Timothy Johnson, INTI’s senior vice president, marketing, products and partnerships said the videos aim to reshape conversations around SPM and spark topics such as Malaysian family dynamics beyond the usual “What results did you get?” during this period.
By doing so, the videos also hope to keep INTI at the top of mind for SPM students, Johnson said. He added that a consistent social media plan is key where information is shared regularly with the students, to create content that captures consumers' attention. According to him, including a narrative while creating content also makes a difference.
“Every SPM student has had to deal with the many questions and opinions that come with SPM results. Managing family expectations amid the stress of anticipation is part and parcel of this crucial period, and may be considered as a sort of rite of passage into adulthood,” Johnson said.
He added that INTI wanted to explore this aspect of receiving SPM results and offer a touch of humour to remind students that regardless of what happens, there is always a lighter side to life and growing up.