Challenge
Most Hari Raya commercials focus on family and loved ones celebrating together. But what about those who can’t do so because they have to work during the holidays?
Sun Life Malaysia’s main customers have always been hard working parents. And Hari Raya was the ideal occasion to connect with them.
Idea
Introducing #DedikasiKerjaRaya, a platform for these unsung heroes to dedicate their wishes to their loved ones for Hari Raya.
On Facebook, we asked them to write an e-card with a special message to their families back home. Using these messages, we produced a web film, with each message inspiring a unique song dedicated to the sender’s family.
Results
>1,3M
views
>800
dedications received
>3.3M
people reached
>4%
engagement rate
