#KITASAPOTKITA (WE SUPPORT EACH OTHER)

Title#KITASAPOTKITA (WE SUPPORT EACH OTHER)
BrandMAXIS
Product / ServiceMAXIS
CategoryD04. Production of Exclusive Artist Content in Partnership with a Brand or a Cause
EntrantLEO BURNETT MALAYSIA Kuala Lumpur, MALAYSIA
Idea Creation LEO BURNETT MALAYSIA Kuala Lumpur, MALAYSIA
Media Placement PUBLICIS MALAYSIA Kuala Lumpur, MALAYSIA
Production XENO ENTERTAINMENT MALAYSIA Kuala Lumpur, MALAYSIA

Credits

Name Company Position
Jian-Yi Lay Leo Burnett Malaysia Creative Director
Emir Shafri Leo Burnett Malaysia Executive Creative Director
Sze Mei Chan Leo Burnett Malaysia Creative Group Head
Eelyn Ng Leo Burnett Malaysia Creative Group Head
Ben Encarnacion Leo Burnett Malaysia Senior Digital Art Director
Jia Yean Ong Leo Burnett Malaysia Art Director
Aaron James Leong Leo Burnett Malaysia Copywriter
Hana Sudrajat Leo Burnett Malaysia Copywriter
Sabrina Bien Leo Burnett Malaysia Art Director
Jian-Yi Lay Leo Burnett Malaysia Art Director
Jiayi Lee Leo Burnett Malaysia Designer
Izzul Iqram Leo Burnett Malaysia Malay Language Copywriter
Amirul Mizan Leo Burnett Malaysia Malay Language Junior Copywriter
Emir Shafri Leo Burnett Malaysia Copywriter
Munas Van Boonstra Leo Burnett Malaysia Account Lead, OPTM
Jennifer Liew Leo Burnett Malaysia Account Director
Mei Fong Liow Leo Burnett Malaysia Account Director
Ming Lei Tan Leo Burnett Malaysia Account Manager
Lance Wai Kit Cheong Leo Burnett Malaysia Social Media Manager
Pi Yee Wong Publicis Media Malaysia Managing Director, Media
Heidi Lim Publicis Media Malaysia Associate Planning Director, Media
Shin Wen Wong Publicis Media Media Planning Manager
Edina Lim Publicis Media Media Planning Manager
Gillian Chow Prodigious Malaysia Digital Project Manager
Siddhant Lahiri Leo Burnett Malaysia Planning Director
Dhruv Rao Leo Burnett Malaysia Planning Manager
Prashan Chitty XENO Entertainment Malaysia Managing Director
Rusa Music Team Rusa Music Music Partnerships
Warner Music Team Warner Music Malaysia Music Partnerships

Background

How could local telco Maxis use the power of digital to rally Malaysians together to support each other and help out in the nation’s fight against COVID-19, while we’re forced to stay in?

Describe the creative idea

What if the digital music industry’s model could be hacked to not only raise hope, but also generate funding to fuel our nation’s battle against the pandemic? What if the simple act of pressing play can help raise money (and hope) to fight COVID-19, even while you’re at home? We kickstarted a national #KitaSapotKita (We Support Each Other) movement by launchung the music anthem, ‘Make It Through’ online, with revenue from every play, stream and download across major platforms earned "royalties" for the nation's fight against COVID-19.

Describe the strategy

We saw an opportunity in music, as people turned to songs during the pandemic to lift our spirits. Listenership of music on YouTube and streaming platforms like Spotify were an all-time high. But we didn’t want to just stop at giving free data for music or discounted subscriptions.

Describe the execution

The #KitaSapotKita anthem was produced and performed by multiple AIM (Malaysian Grammy Awards) winner Faizal Tahir and US Billboard Heatseekers Chart-topper Zee Avi, and featured several local artists and COVID-19 frontliners. Revenue from every YouTube view, Spotify, Apple Music, JOOX and KKBOX stream and Caller Ringtone download went towards the National Welfare Foundation’s COVID-19 fund. The song even inspired Malaysians to rally together to create a “made by Malaysians” version of the music video, generating another revenue stream for the cause. More importantly, it rallied Malaysians together under the #KitaSapotKita banner, as Malaysians, including COVID-19 frontliners, influencers and business owners came together to share tips, entertain, inspire and support one another

Describe the outcome

In just 3 weeks, our campaign saw 9.2 million views, 491,000 social engagements, 31,000 hours of watch time, leading to countless funds raised for the cause. More importantly, the anthem successfully launched the #KitaSapotKita movement, which saw: 1,000 minutes of content from Malaysians inspiring each other from home, 100,000 minutes watched of livestreams from Malaysians supporting one another, 3.4 million views on TikTok of challenges, tips and tricks done by Malaysians under the #KitaSapotKita banner. Even local businesses joined the movement (all organic, unpaid by Maxis), as they continue to use the #KitaSapotKita banner to encourage Malaysians to support small local businesses. Proof that even something as small as hitting play can make a difference and fuel a nation.

Links

Website URL   |   Website URL   |   Video URL