Social Mixer 2024 Singapore
marketing interactive Content360 Singapore 2024 Content360 Singapore 2024
IPG Mediabrands MY thanks frontline workers in latest OOH initiative

IPG Mediabrands MY thanks frontline workers in latest OOH initiative

share on

Phase one shares OOH messages of support to foreign workers who form a significant part of Malalysia's workforce. The messages in Bahasa Malaysia are translated across six languages – Bahasa Indonesia, Bengali, Burmese, Nepali, Tagalog and Vietnamese, to provide them with thank you messages in their own languages.

Phase two and three invite Malaysians to visit the #TabikHeroKita microsite. Through the site, users may send personalised messages of support to family, friends or frontliners in general, through dynamic messaging. Users may also share video clips of activities while homebound, to demonstrate their commitment of staying home to stop the spread. The messages and videos shared will be flashed across 40 OOH sites in the Klang Valley and Johor for the duration of the MCO period. Media owner partners include Laguna, SkyBlue Media and WOW Media.

mediabrands ooh initiative covid

stan

IPG Mediabrands CEO Bala Pomaleh said the initiative came about with the knowledge that Malaysia's frontliners are dedicating their lives to help keep citizens save during the global crisis.

"Most public service messages centre around hygiene and staying safe while staying at home. We wanted to connect in a personal way, to give a nod and salute all frontliners – medical and healthcare personnel, police and the army, as well as security, cleaning and delivery staff – as they go about their daily duties. What better way could we do that, than through OOH messaging in collaboration with our outdoor partners," he explained.

Pomaleh added that this is an integrated effort on the part of the team, with creative and tech brain across Reprise collaborating with Rapport. He also thanked the OOH media partners for working in tandem to get this off the ground.

Meanwhile, other brands in Malaysia that have shown appreciation for frontliners and gathered to help them during this trying period include Nando's, GoCar, MayAir, and The Biji-Biji Group. Nandos, for example, is extending 40% off its meals frontliners. GoCar, on the other hand, partnered with Shell Malaysia to give away RM30 vouchers to fuel the journeys of Malaysia healthcare frontliners.  Additionally, MayAir and The Biji-Biji Group are contributing air purifiers to hospitals and calling for donations for personal protective equipment respectively.

Related articles:
MCO's impact on OOH: How industry players in MY are evolving their strategies
Brandlah 'nags' at citizens to stay at home with Klang Valley activation

share on

Follow us on our Telegram channel for the latest updates in the marketing and advertising scene.
Follow

Free newsletter

Get the daily lowdown on Asia's top marketing stories.

We break down the big and messy topics of the day so you're updated on the most important developments in Asia's marketing development – for free.

subscribe now open in new window