Property developer UEM Sunrise has launched a brand campaign titled “Home is Where Raya is”, which encourages Malaysians to share videos and photos of their unique Hari Raya moments and preparations. This is in a bid to get Malaysians to participate in the making of the Hari Raya film and longest family photo. Through this campaign, UEM Sunrise intends to create some fun and get everyone involved from the comfort of their homes; yet remain connected to each other regardless of where they are.
In the days leading up to Hari Raya, the public is invited to share home activities during Ramadan such as performing tarawih prayers together, spending time with family, putting up decorations around the house, spring cleaning, "unboxing" online purchased items for Raya, lighting up the lampu raya, playing with fireworks, and trying out Raya outfits. They can share these moments on their social media with the hashtag #HomeIsWhereRayaIs.
UEM Sunrise will also be having a social contest, where participants with creative submissions can win up to RM3,000 in cash and other prizes. Additionally, UEM Sunrise will be launching a Raya film on the first week of Hari Raya on various social media channels, which will feature some videos submitted by the participants as well. UEM Sunrise will be creating the longest ever family photo on its Instagram feed as well, and urged the public to join in by sending in their family portraits.
The “Home is Where Raya is” campaign is a continuation of UEM Sunrise's “Rumah Happy Aidilfitri” campaign last year, which told a story of two bickering brothers who ultimately put aside their differences to celebrate Hari Raya with their beloved grandma. Apart from the Hari Raya campaign, UEM Sunrise is running a national marketing campaign concurrently themed “Home is Where the Happy is”, which will extend benefits such as zero booking fees, subsidies, offers and more rewards to its customers.
Kenny Wong, UEM Sunrise CMO, said the campaign is to show that anyone can still be joyful and spread cheer in their very own homes even at the most challenging of times. “Hari Raya celebrations may not be the same without the usual gatherings and visits to the homes of those nearest and dearest. But it does not mean that we cannot create our own happy traditions during these times of a ‘new normal’ in light of the Conditional Movement Control Order. There are still plenty of other Hari Raya traditions that we can bring to our own home,” he said.