Oil and gas company Petronas has launched a digitally-led Hari Raya campaign that seeks to crowd-source content for a short film.
Petronas has embarked on an engagement initiative through its ‘Raya Treasures’ campaign which calls on all Malaysians, regardless of background, to share their memorable Hari Raya stories.
In this campaign, Petronas is reaching out to Malaysian public to share and submit their Raya memories. The winner will have their personal Raya story made into a short film which will debut in mid July.
The public can submit their stories and memories by emailing them to email@example.com, or by hashtaging #RayaTreasures with their submissions on Facebook, Twitter, Google+, or Instagram.
The initiative began in mid June and will close today on 3 July.
Raya Treasures will run on digital on its microsite (https://www.petronasofficial.com/festive/raya2015). Petronas will also roll out print and TV ads closer to Hari Raya.
To kick off the campaign, PETRONAS has released a short video clip featuring writer, director, actor, comedian, singer, songwriter and presenter, Afdlin Shauki, calling upon Malaysians to share their stories in the Raya Treasures Campaign.
Leo Burnett / ARC Worldwide handled the creative, media, digital and PR duties for this campaign.
Liz Kamaruddin, senior general manager, group strategic communications division of Petronas, explained that this curated content will help define Malaysia as a community and as a nation.
“For the past two decades, Petronas has been bringing Malaysians together through its festive communications by celebrating the values, traditions and cultures that make up our nation.”
“These memories are a treasure trove of lessons that possess various ideals, values and practices that has seen us through bad times and good times, and have helped us grow as a community. We believe that the Raya Treasures Campaign will inspire Malaysians to appreciate and treasure their personal stories and the stories of others,” Liz said.