This Is Johan - Going back to the OG to relate with Gen Z

Agency

Star Reacher Advertising Sdn Bhd

Client

Maxis

Product/Service

Internet/Telecom

Brief

Music is one of Gen Z’s major interests. As a brand for the youth, Hotlink wanted to to build presence in that category to further relate with Gen Z.

Solution

Gen Z has big love for music, and increasingly big love for local music. They’re also a generation that appreciates authentic journeys.With over 400 hours of interviews collected over 2 years, we created the first-ever Malaysian Hip-Hop documentary chronicling the rise, fall, and rise again of Joe Flizzow, and partnered with Viu, Malaysia’s top OTT streaming platform, to exclusively release the documentary.Results:Regained #1 brand preference in the youth segment13.9 million total views22x more views vs average branded content on Viu2+400% interactions compared to the average of 954.83+400% engagement rate compared to the average of 2.03%3Sources:1. Maxis Internal Research – Quarterly Brand Health Tracker Q2 ‘242. Viu Internal Data – “This Is Johan” Post Campaign Report3. Maxis Internal Data – “This Is Johan” internal Post Campaign Report

Credit

Chief Creative Officer : Emir Shafri
Executive Producer : Jennifer Hendroff
Producers : Alyya Afandi , Phoenix Tham & Michael Loh
Creative Group Head : Izzul Iqram Rahim
Senior Writer : Imran Roslan
Writers : Afini Hilal & Sylvia Ng
Senior Creative Director : Walter Teoh
Art Director : Amirra Razak , Nelson Tse & Ameer Imran
Client Partner : Siew Yee Leong
Senior Account Director : Myra Chua
Senior Account Manager : Michelle Chang
Account Executive : Sabrina Fernandez & Sofea Qistina
Agency Media Planning Specialist : Louise Moo , Redzuan Haziq & Lee Suet Min
Social Media Manager : Alia Saiful