Eid Around The World

Agency

M&C Saatchi (M) Sdn Bhd

Client

Malaysia Airlines

Product/Service

Travel

Brief

The Malaysian aviation market accelerated in 2017 due to aggressive expansion by low cost carriers. With this in mind, Malaysia Airlines needed to be top of mind for travellers during the Raya festive period.

Objective 1: Create brand affinity for the airline among the Muslim community by demonstrating an in-depth understanding of the celebration around the world.

Objective 2: Drive travel considerations for Malaysia Airlines’ destinations especially among those who have not experienced the airline.

Solution

The centrepiece of the campaign features a Raya video that showcases how Eid is celebrated differently around the world, focusing on destinations within the airline’s global network; giving viewers insightful perspectives on the celebration. The film ties in the messages about travel and how it can enrich one’s life, highlighting the essence of Eid and our brand’s purpose at the same time.