Reprise Digital, the full-service integrated communications agency within the IPG Mediabrands network, has released a digitally-led campaign for UEM Sunrise to keep the festive cheer alive in the lead up to Hari Raya.
The ‘Home is Where Raya is’ campaign invites Malaysians to participate in the making of the UEM Hari Raya film and longest family photo by sharing videos and photos of their unique Hari Raya moments and preparations using the specially designed UEM Sunrise GIF and non-animated stickers.
Eddy Nazarullah, Creative Director of Reprise said, “Last year’s film told the tale of sibling rivalry as two brothers fought to demonstrate their home as the best host over Raya. This year’s story will be built upon moments shared as a family during Ramadan and in the lead up to Hari Raya. Despite things being radically different, we want to show the many ways in which Malaysians are keeping the Raya spirit alive and having fun while staying connected from their own homes.”
The campaign went live via the ‘Home is Where Raya is’ microsite, Instagram and Facebook, and invites the public to share their activities with the hashtag #HomeIsWhereRayaIs. This includes activities like performing tarawih prayers; Hari Raya preparations such as putting up decorations, spring cleaning, ‘unboxing’ online purchases for Raya and trying out Raya outfits; and activities during Raya such as lighting up the lampu raya or playing with fireworks.
Participants stand a chance to win up to RM3,000 in cash or IKEA vouchers to spend for their home purchases, with the most creative and innovative entries being featured within the UEM Sunrise Raya Film set to premiere on the first week of Hari Raya.
UEM Sunrise Chief Marketing Officer Kenny Wong said, “Hari Raya celebrations may not be the same without the usual gatherings and visits to the homes of those nearest and dearest. But it does not mean that we cannot create our own happy traditions during these times of a ‘new normal’, living under the Conditional Movement Control Order. There are still plenty of Hari Raya traditions that we can keep alive in our own homes, as home is where Raya is.”
Eddy adds, “Though we are celebrating Raya apart this year, we are very much together in spirit, community and togetherness. Malaysians are showing daily how we rise above these challenges, and we’re happy to be able to show this indomitable spirit of togetherness through this campaign.”
Alongside the film, Hari Raya Aidilfitri family portraits submitted by the public will be used to stitch together the longest family photo on the UEM Sunrise Instagram feed.
You can download the #HomeIsWhereRayaIs stickers here.