Perodua kicked off its latest Myvi campaign called ‘JikDak-logy' rolling out a series of web films, television commercials and radio spots.
The campaign, targeted at the Chinese market, comprises web films, television commercials and radio spots starring a multi-dialect talent in various comedic roles.
According to Perodua Malaysia head of advertising and promotions Rafida Daud, the Malay market currently has more affinity to Myvi but it sees much potential with the Chinese market, thus the brand decided to have a campaign targeted at them.
While the ad series highlights the numerous values of the Myvi, it hopes to popularise the phrase ‘JikDak-logy', as ‘JikDak' translates to "so worth it" in Cantonese.
"Jikdak-logy is a hybrid phrase that perfectly represents what Myvi is all about - a car that gives you more for less. With this campaign, we hope to introduce ‘Jikdak-logy' into popular culture and make it a belief, a way of life," said Teh Le Vin, executive creative director of Spin Communications.
Released in stages, the radio commercials hit the air waves on 10 September on 988 FM and MY FM, while TVCs commenced on 15 September on Astro's Wah Lai Toi, TVB Xing He, AEC and Hua Hee Dai.
The web films go live today on Perodua's Facebook page and YouTube channel, 988 FM's website, Red Tomato's Facebook page, Nuffnang's Facebook and Twitter pages, Sin Chew Daily's Facebook page and Guang Ming Daily's Facebook page.
Agencies behind the campaign are Spin Communications for creative and Vizeum for media.