In conjunction with Malaysia’s National Day, Telekom Malaysia (TM) has partnered with Grey Malaysia to launch “TM Sejahtera Malaysia“. The campaign aims to celebrates Malaysia’s diverse cultures by combining six different languages and two films together to create one unique experience.
“TM Sejahtera Malaysia” is centred around the song Sejahtera Malaysia which was re-recorded in six different ethnic languages, with each line of the song sung in a different language. The song forms the soundtrack to two separate films, made for mobile phones and shot in vertical format, that uniquely combine when two mobile phones are put side by side.
Each film stands on its own, but has unique visual elements that interconnect when played together side by side. The films show the lives of disparate individuals crossing paths by accident, colliding by circumstance, and united by the one thing they have in common: a celebration of being Malaysian. To see the full picture and how the two journeys are connected, viewers simply have to join their phones and hit the “play” button at the same time.
“TM Sejahtera Malaysia” is a fully integrated campaign, with the films hosted on a microsite as the full experience is via mobile. The campaign is pushed via YouTube, while teasers and trailers are pushed via TM’s Facebook and Instagram pages. The full version of the film will also be shown as a TVC.
Teh Siow Ling, general manager, group brand management, group brand and communication, TM said the film was designed around the concept of moments of Malaysians coming together, uniting different cultures despite diverse backgrounds.
“The mechanics of joining two screens requires an act of unity, while the soundtrack honours the diversity of the country’s multi-ethnic population. We are proud and excited to bring this unique experience to all Malaysians in conjunction with the momentous National Day celebration this year,” Teh said.
Speaking with A+M, Graham Drew, ECD, Grey Malaysia said Merdeka is one of the key annual festive periods for Malaysia – one that brings everyone together. He added that as Malaysia’s national telco, TM brings millions of people together every day. Hence, it is important for TM to continue to cement this vital role within Malaysian society.
“The campaign is about separate elements all coming together. Different races, images, music, all great on their own, but creating something special when together,” Drew said.