Boosting spirits during a global pandemic

Commemorating the 63rd Hari Merdeka (Independence Day) in the midst of a painful global pandemic, Celcom knew that its Merdeka message can’t be one that only says care, it needs to show and do it. Celcom wanted to rally Malaysians together to help each other through trying times. But they needed a new way to do it. So they decided to provide a citizens platform to earn some income, in a time where they needed it mos

  • Increased Brand Love

    The campaign contributed to brand love, with 71% of consumers more interested in the brand and 70% with an intent to purchase following the campaign

  • Doing Good

    The campaign was awarded a YouTube Works Award 2020 and Gold for Force For Good COVID-19 edition

MeReka Merdeka

The team at M&C Saatchi Kuala Lumpar created “MeReka Merdeka”. A campaign inviting Malaysians to submit their face mask designs via an online platform with the selected designs being made available to the public to purchase. To drive participation, a beautiful film was created to tell that story of Malaysian doctor, Dr Wu Lien Teh who in 1910, created the first face mask to help people through the Cholera pandemic.

A Force for Good

The outcome? The campaign rallied Malaysians together to unite them around one common goal: helping each other through trying times. So much so that the campaign was awarded a YouTube Works Award 2020 and Gold for Force For Good COVID-19 edition.

Rising to the challenge

As a nation, Malaysians rallied together to unite. 4,523,962 viewed the film, 22,231 clicked-through to participate on the platform, and 972 submitted mask designs, raising RM66,000 for the 14 winning designers.

Not only that, the campaign contributed to brand love, with 71% of consumers more interested in the brand and 70% with an intent to purchase following the campaign.