Toyota Malaysia and The Clan launch their first ever Hari Raya campaign – Jalan Cerita
Toyota Malaysia has engaged local independent agency, The Clan to produce its first ever Hari Raya campaign. Called “Jalan Cerita”, which means “storyline” – the campaign focuses on the unique tales that Toyota drivers weave throughout their lives. And no matter where their “Jalan Cerita” takes them, Toyota is there every step of the way.
Centred around a Hari Raya film, Jalan Cerita was brought to life across different touchpoints, both on-ground and online. The film tells the story of a father’s bond with his son through the years, alluding also to Toyota’s legacy that has spanned 60 years in Malaysia. We see the story being told in the 80s, 90s and current times.
Preceding the video is a series of Instagram Stories that shared Ramadan life hacks with the audience. Told through the character of Sarah, our main protagonist’s wife in the Raya film, the IG stories took the audience through different tips in preparation for Raya and ultimately led them to the campaign microsite and a test-drive form that helped Toyota acquire new leads on a daily basis.
The main Raya film was preluded by various teaser and trailer cuts:
6 SECONDS UNSKIPPABLE AD (featuring the iconic Toyota AE86 Trueno):
If you’ve noticed, the videos are held together by a consistent soundtrack. The track is none other than Altimet’s latest new single, “Muda”. A renown musician and lyricist, Altimet is highly regarded as one of Malaysia’s biggest names in the music scene. Through this collaboration, Toyota aims to reach out and engage with the Youth and Malay market sgements. It also helps that the track is highly infectious and carries a strong resonance to the story of “Jalan Cerita”. A music video for the song featuring Altimet and a few Toyota cars will also be expected to roll out soon.
At the centre of Jalan Cerita is our main Raya film, which tells a tale that spans generations. It’s a simple premise that is relatable to every Malaysian out there as the brand leverages a common Malaysian phrase “jalan-jalan”, which means to go on a ride or just wander without a destination.
Credits –
Creatives: Casey Loh, Edwin Lee, Rudy La Faber, Ng Wai Yuan, Nikke Ho, Christynna Fong, Seneca
Gan, Mya Nabila, Nini Nadzli, Zairul Azmi, Fissh Gan
Account Management: Syed Nasir, Sandra Heung, Mandy Teoh, Diana Zulkiflee
Strategic Planning: Nazirah Ashari, Chan Ming-Ti
Production House: The Pluto Project
Director: Syed Madnuh
Executive Producer: Jessica Boorman
Production Team: Lin Lee, Maylyn Ong, Goh Poo Eik, Something Reel Studio
Post Production: APV
Post Production Team: Ajay Kumar, Nikki Lee, Hilmi, Adam Ismail, Lee Williams, Raymund Wee