Sunway Group partners Astro for a ‘truly Malaysian foodie experience’

Sunway Group has partnered with Astro to launch “Jom Makan Icons of Malaysia!” campaign in celebration of Merdeka Day and Malaysia Day. The campaign features a “truly Malaysian foodie experience” centering around the idea of uniting Malaysians through their unanimous love for food. Campaign highlights include an AR game, a music video, radio talkshows as well as an on-ground event featuring Malaysian food icons.The campaign started with the launch of Sunway’s first AR gaming application, “Jom Makan Em’ All”, which can be found on Facebook Face Filter. From 26 August to 15 September, Malaysians can participate in the flappy-bird-inspired game featuring 10 Malaysian food icons, where players are to “eat” the food icons that fly across the smartphones’ screen by moving their mouths. Participants are encouraged to snap a photo of the game play with the scores and post it up on Facebook with creative captions with the hashtag #JomMakanIconsOfMalaysia to win prizes.Jane Poh, senior general manager of Sunway Group’s brand marketing and communications, said that the idea to showcase 10 iconic local delicacies stems from the company’s believe that food is the secret ingredient in bringing Malaysians together, regardless of their diverse backgrounds. However, aside from the concept, the company also wanted to bring “something different” to the market.“From the research and survey of the current trend and consumer behaviour, we developed a mobile gaming application. Sunway hopes that through this game, we, food-crazed Malaysians, are reminded that we are not only united by our mutual love for food, but also our mutual love and pride for our country,” she explained.Additionally, Sunway has launched a music video featuring the food icons through kinetic typography. As part of the collaboration with Astro, Sunway’s song in the video, Suara Malaysia will be aired on Astro’s radio stations including My FM, Hitz FM, Raaga FM and Era FM throughout the patriotic month.Malaysians will also get to interact with their radio announcers about the “Jom Makan Icons of Malaysia!” campaign, said a press release. Radio announcers from My FM, Hitz FM, Raaga FM and Era FM will be host entertaining talk sets and challenges on air by assuming the role of food icons, Nasi Lemak, Roti Canai, Satay, Otak-otak, Durian, Mangosteen, Teh Tarik, White Coffee, Ais Kacang and Cendol. Listeners, meanwhile, will be able to participate in respective radio stations’ Instagram polls and vote for their favourite “food personality.”This campaign will end with an on-ground event, where the “Jom Makan Icons of Malaysia!” experience at the Artbox Festival in Sunway City Kuala Lumpur on 13 September. Astro’s celebrity announcers will host the event, which will house a 3D photobooth, as well as food challenges and other food-themed activities