Fundamental Case Study 1: SOCAR
The contexts were very real. A family man who let go of his car but still maintained an image. Sisters who didn’t want to risk public transportation.
When the pandemic first hit Malaysia, businesses had to innovate like never before. But really, changes are normal for us, as a boutique ad agency bent on change. Working closely with our clients (or partners as we like to call them), we took the MCO to be another challenge on a typical workday.
For SOCAR, the scripts and boards generated before the MCO were based on an earlier brief. We hit the brakes on everything to work on factors that related closely to people post-MCO or post-COVID, in a bid to be more relevant.
We geared into the new normal with a campaign that would open new doors to people of all walks of life – public commuters, families who were looking to lower expenses, small business owners who needed to start on deliveries, and local businesses in Malaysia. Not forgetting those who wanted to support local.
The contexts in the videos were very real. From a family man who had to let go of his car but still maintains an image. Sisters who opted to share a car instead of risk public transportation. The benefits of booking a SOCAR were clear, and we didn’t need to be overly creative – simply entertaining.
Our ‘More than just a car’ SOCAR campaign became something bigger, in an attempt to solve unprecedented problems. Admittedly, there was another problem too. The communication needed to get out soon and there was a production restriction during the CMCO.
Naturally, we ended up shooting these videos in SOCARs. The voyeuristic appeal worked in getting an audience that was glued to their screens, while we subtly introduced SOCAR promos. Yeah, we are sneaky like that.
The Malaysians-ness came out strongly when mixed languages showed up naturally when our talents took our scripts for a spin.
Let us steer you in the right direction too.