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Leo Burnett’s Hari Raya Film is Top YouTube Ad in Malaysia for First Half of 2017

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Tenaga Nasional’s 'Dugaan Raya Aida' claims top spot

Leo Burnett’s Hari Raya Film is Top YouTube Ad in Malaysia for First Half of 2017

In the recently-released top 10 YouTube ads in Malaysia for the first half of 2017 by Google Malaysia, the Tenaga Nasional’s Hari Raya film 'Dugaan Raya Aida' (Aida’s Raya Woes) claimed the top spot. This list represents advertisements that people choose to watch on YouTube through a combination of popularity and promotion. The 4-minute web film developed by Leo Burnett Malaysia, made its debut on 14 June. It garnered two million views in 24 hours, surpassed the seven million mark under seven days and within 16 days, made it as the top ad on YouTube in Malaysia for the first six months of 2017.

During the recent Hari Raya season, Leo Burnett and Tenaga Nasional celebrated the festivities with a simple, yet timely reminder that family matters most; albeit in the most epic and humorous way possible.

TNB Chief Corporate Officer, Datuk Wira Roslan Ab Rahman said, “Aidilftri is about strengthening relationships between family and friends. For this year’s Hari Raya, we seek to convey the message that relationship with family members is sacred and we should always value our time spent with them."

The web film follows Aida who works in the city as she tries to overcome multiple challenges in preparing for her trip home to spend time with her loved ones. She has to take on extra work at her office, earn extra income to meet the expectations of her family members, and make it home despite losing her bus ticket. Everything is stacked against her but she perseveres, and in the end reunites with a very forgiving family.

“Tenaga Nasional has always been about brightening people’s lives, and more so during the festive season. And we believe that this humorous take on what many Malaysians can relate to will put a smile on everyone’s face,” said Iska Hashim, Group Creative Director of Leo Burnett Malaysia.   

Senior Art Director Hyrul Anuar said the story was based on his sister's experience having had to work hard in a biscuit factory to support her 12 siblings. "I made my sister's real life story into a drama and inclusive of post-production it took two months to complete.”

The campaign also includes a music video for the specially written Raya song featured in the web film, as well as recipe videos for those who want to make the Raya cookies featured in the film.

“Dugaan Raya Aida” was directed by Quek Shio Chuan of Reservoir Productions who also collaborated with Leo Burnett on Tenaga Nasional’s equally popular Chinese New Year film, “Cooking Hustle”.

TNB’s web film for this year’s Aidilfitri will be available on its official YouTube channel. A karaoke version of the music video will be available for all music enthusiasts to immerse themselves in a sing-along session with their friends and family and Aida’s recipe videos were also made available on TNB Careline’s social channels from June 20th.

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Genres: Comedy, People, Storytelling

Publicis Worldwide, Thu, 06 Jul 2017 13:14:26 GMT