Senyuman Paling Bernilai

Agency

GEOMETRY GLOBAL SDN BHD

Client

Lotus's Malaysia

Product/Service

Retail Stores & Online Marketplace

Brief

Lotus’s, still seen as the “new kid” after only three years in Malaysia, needed to earn emotional connection and trust during the most important festive season - Ramadan Raya. In a landscape dominated by long-established local favourites, Lotus’s had to prove it truly belonged by feeling instinctively, recognisably, and emotionally Melayu without saying it outright. How might we make Lotus’s feel naturally part of the Malay festive tradition, so it becomes the trusted choice for Raya?

Solution

We designed a campaign that felt paling Melayu! Lotus’s Senyuman Paling Bernilai was launched with a Raya and Ramadan film inspired by classic retro Malay cinema, the kind that evokes family memory, not just product-focused messaging. Tone paling Melayu, setting paling Melayu, and casting paling Melayu were chosen to make Lotus’s feel like it had been part of Malaysian life for decades. We rolled out retail-focused cutdowns that still carried the same vibes that echoed Malay nuances and prep rituals during the festive. From in-store display to on-ground activation, everything leaned recognisably Melayu like masak-masak demos, traditional games and customer experiences. Even our in-app contest, Tap! Tap! Ketupat! was infused with “jiwa Melayu” prizes including duit raya and a PROTON car. We trendjacked memes, sounds and creator collabs so it look like it belonged in the feed, not in an ad schedule.

Credit

Client
Customer & Marketing Director: Deon Lee
Head of Brand Marketing: Amelia Lim
Marketing Manager: Estralita Duarte
Marketing Comms Executive: Aida Rahim

Agency
Chief Creative Officer: Didi Pirinyuang
Executive Creative Director: Suryadipura Mohd Salleh
Executive Creative Director: Phoecus Lee
Head of Brand Activation & Experiential Client & Business Leadership: Sean Lim
Business Director: RZ Chew
Senior Account Manager: Aiden Abdul Wahab
Chief Strategy Officer Strategy: Filipe Lampreia
Associate Planning Director: Farhanim Abdul Manan
Head of Integrated Creative Services: Loreen Lim
Producer: Ekhwan Ezurain Esqandar
Creative Group Head: Nor Shuhadatul Ain Zakaria
Senior Art Director: Fatin Nabilah
Senior Copywriter: Arash Daniel Rashid
Art Director: Michael Lim
Designer: Siti Nadiah Aidit
Copywriter: Farhan Razlan

Production
Director: Bobby Husaini
EP: Salman Jasmy
DOP: Wan Shahrin

Audio House
Editor: Johan Arif Mazlan, Daniel Mahamad
Colorist: Ammar Aizzad
Audio Engineer: Mohsin Othman, Aliff Asyraf, Krychell, Hui Ming, Eusof Han