Reimagining conservation with creativity

This post is sponsored by Air Selangor

Air Selangor x BoBoiBoy Water Conservation campaign marks a significant milestone as it is the first in the nation to seamlessly integrate art, culture, entertainment and brand partnerships into a comprehensive initiative dedicated to water conservation and climate change. Through its appealing animated videos, educational materials, and community events, the campaign has effectively delivered essential messages about environmental responsibility.

Celebrating Success: Elina Baseri, Head of Corporate Communication and Asyraf Suhaibi, Head of Brand Management of Air Selangor, proudly holding the Hashtags Asia Award 2023 Trophy

Air Selangor’s Head of Corporate Communication, Elina Baseri said: “As the largest water services provider in Malaysia, we feel that we have the responsibility to address the issue of water related pollutions and expand public awareness on water conservation. As such, one of our key initiatives is this campaign we collaborated with Animonsta Studio Sdn Bhd (Monsta), a pioneering local animation company, in which we hope to create a lasting and meaningful impact towards water sustainability, especially among the younger generation.”

Air Selangor x BoBoiBoy Water Conservation campaign is an animated series, a fusion of creative minds at Air Selangor and Monsta, that stands as an aspiration for a greener and more sustainable future by emphasising on water conservation. With a mission to educate and inspire individuals, particularly children and young adults, the campaign is an unwavering call to action to promote water conservation.

Air Selangor x BoBoiBoy Water Conservation campaign pioneers the integration of art, culture, brand, and entertainment partnerships as one, effectively delivering a crucial message on environmental responsibility. This achievement earned them the prestigious Bronze award in the category.

This exciting initiative has not only earned them the Bronze Award in the Best Use of Art/Culture/Brand/Entertainment/Partnerships category at the esteemed Hashtag Asia Awards 2023 but also secured them a spot as a finalist in the highly competitive Best Social Engagement Tools or Programs: Cause Marketing category, competing against prominent international brands such as Disney, SingTel, Singapore Airlines and Kopi Kenangan.

Held on the 5th of July in Singapore, Hashtag Asia Awards 2023 brought together 36 distinguished marketing professionals from across the region. Renowned brands from Thailand, the Philippines, Singapore, Fiji and Malaysia joined in this celebration of marketing excellence.

This award serves as a testament to the exceptional achievements of the Air Selangor x BoBoiBoy Water Conservation campaign and its place among the brightest stars in the industry.

Integrating and Advocating Arts, Culture and Environment

Air Selangor has emerged as a true inspiration in the realm of water conservation, thanks to its dynamic collaboration with the beloved superhero character, BoBoiBoy, in the water conservation campaign. By enlisting the iconic BoBoiBoy character as its ambassador, Air Selangor has not only captured the hearts of millions but also fostered a warmer, softer and more approachable connection with consumers. This approach allows for a unique and impactful delivery of water conservation efforts.

Various engaging activities have been introduced to ensure the campaign resonates with a diverse audience. From activity books to interactive mobile stickers and many more approaches as a tool to make water conservation an enjoyable action for all

Additionally, various engaging activities have been introduced to ensure the campaign resonates with a diverse audience. From activity books to interactive mobile stickers and water conservation sharing session at Air Selangor community and school events. These additions serve as powerful tools to obtain public attention and transform water conservation into an accessible and enjoyable action taken for all.

Moreover, the campaign goes beyond boundaries, garnering the admiration of audiences in Indonesia, Malaysia, India, Brunei, and the Philippines. With an astounding number of more than 41 million views across both Air Selangor and Monsta platforms, the Air Selangor x BoBoiBoy Water Conservation campaign aspires to kindle environmental consciousness across Asia.

Air Selangor, The Inspiration for Water Conservation

Even more remarkable is that the campaign signifies a shift in how Air Selangor approaches environmental advocacy. Through creative partnerships and innovative strategies, Air Selangor has not only achieved environmental success but also enhanced its customer satisfaction and overall brand reputation. This campaign conveys that water conservation can be enjoyable and educational, resonating with audiences across Asia and strengthening their relationship with consumers. The campaign also highlighted the commitment to delivering the best customer experience and shows that even a utility company can drive positive change in the community.

The journey towards sustainable water usage practice and environmental responsibility is ongoing and requires all parties’ collective action and continued dedication. Air Selangor, alongside BoBoiBoy and the entire community have laid a strong foundation for the future in promoting water conservation and environmental stewardship.

"Leveraging on BoBoiBoy’s global success with screen presence in over 70 countries, we believe that the campaign we curated through this collaboration will not only address the importance of water conservation, but at the same time instill water saving habit to the young target audience. On a strategic level, it is our objective to strengthen Air Selangor’s brand resonance amongst our consumers in the long run through the positive messaging embedded in this campaign, which is in line with our brand promise, ‘Joy in Every Drop’,“ said Asyraf Suhaibi, Head of Brand Management Section of Air Selangor.