Ensemble Worldwide and Universal McCann’s upcoming Raya campaign for Ikano Centres, part of IKEA Southeast Asia, spotlights Malaysia’s first Raya brand film with TikTok integration and a dance challenge to keep the Raya tradition going strong.
The #TipTokRaya campaign for Ikano Centres, which includes IPC Shopping Centre, MyTOWN Shopping Centre & Toppen Shopping Centre (as well as Megabangna in Thailand and the retail arm of IKEA Batu Kawan) engages Malaysians to participate in a dance challenge through the #TipTokRaya brand film. The film features three elder generation ‘Toks’ who give advice to their younger generation family members to help keep family and cultural traditions alive.
The film launched on 21st May and is produced by Directors ThinkTank. The campaign runs till end June with engagement-based content across social platforms, TikTok activation booths across participating shopping centres and radio spots on Sinar and ERA.
Phang Mei Jeng, General Manager of Ensemble Worldwide said, “As Raya is celebrated differently this year with the ongoing movement control order, our insights indicated that a lot of grandchildren will be left clueless about the necessary preparations to get Raya-ready. As they are unable to ‘balik kampung’ (travel to their hometowns) to visit family elders, we decided to send their elders to them, using TikTok as a medium to spread advice and love.”
Each ‘Tok’ represents an expert on a specific tradition typically carried out during Raya – making dodol (a traditional coconut candy), tying the sampin (the traditional hip scarf worn by men) and cleaning and decorating. The Toks devise a clever way to connect with the younger generation by demonstrating their Raya prep “tips” through unique #TipTokRaya dances on TikTok.
Chan Woei Hern, Executive Creative Director of Ensemble Worldwide added, “This is a Raya less ordinary. But it shouldn’t be any less fun. When the team came up with #TipTokRaya, we knew this was going to be a great way to get Malaysians in the mood. We had a ton of fun bringing forth this campaign. We hope that audiences can feel it in our story, and that they will add a little bit of fun of their own when they #TipTokRaya on TikTok.”
In another industry first, #TipTokRaya is also the first ever Raya brand film with a fully mobile optimised vertical 9:16 cut for viewers to enjoy. Users can further view the three instructional dance videos on the activation page, alongside customised AR filters & stickers and a specially composed #TipTokRaya song. Everyone is encouraged to participate in the dance challenge by sharing their own videos.
Andrew Yeoh, Head of Marketing (Shopping Centre) for IKEA Southeast Asia said, “Despite the uncertainties we’ve gone through with this pandemic, the team has managed to tease out funny and heart-warming festive content that appeals to our core audience through our superstar Toks. The campaign is full of cheeky yet clever word play and brings home the message of respect for elders and traditions playing an important part in our culture. In addition, to honour and help our less fortunate Toks during these tough times, we will also be working with the Lost Food Project to donate food, medical equipment and supplies to nearly 1,000 elderly families in the Lembah Pantai PPR area.
This is the second campaign collaboration with TikTok for Ikano Centres, following the successful partnership last year for the launch of Toppen Shopping Centre.