TikTok has quickly become one of the most popular social media platforms, bringing people all around the world together through entertaining challenges and trends. It has essentially made its users become creative content creators.
Using this platform, Ensemble Worldwide and Universal McCann’s has launched a Raya campaign for Ikano Centres, part of IKEA Southeast Asia, that spotlights Malaysia’s first Raya brand film with TikTok integration and a dance challenge.
The #TipTokRaya campaign for Ikano Centres, which includes IPC Shopping Centre, MyTOWN Shopping Centre & Toppen Shopping Centre (as well as Megabangna in Thailand and the retail arm of IKEA Batu Kawan) engages with Malaysians by getting them to participate in a dance challenge through the #TipTokRaya brand film.
The film features three elder generation ‘Toks’ who give advice to their younger family members in order to keep their family and cultural traditions alive. Each ‘Tok’ represents an expert on a specific tradition typically carried out during Raya – making dodol, tying the sampin, as well as cleaning and decorating. The Toks devise a clever way to connect with the younger generation by demonstrating their Raya prep “tips” through unique #TipTokRaya dances on TikTok.
“As Raya is celebrated differently this year with the ongoing movement control order, our insights indicated that a lot of grandchildren will be left clueless about the necessary preparations to get Raya-ready,” said General Manager of Ensemble Worldwide, Phang Mei Jeng. “As they are unable to ‘balik kampung’ to visit family elders, we decided to send their elders to them, using TikTok as a medium to spread advice and love.”
#TipTokRaya is also the first ever Raya brand film that is fully mobile optimised in a vertical 9:16 cut for viewers. Users can further view the three instructional dance videos on the activation page, alongside customised AR filters & stickers and a specially composed #TipTokRaya song.
“When the team came up with #TipTokRaya, we knew this was going to be a great way to get Malaysians in the mood,” Executive Creative Director of Ensemble Worldwide, Chan Woei Hern added. “We had a ton of fun bringing forth this campaign, so we hope that audiences can feel it in our story, and add a little bit of fun of their own when they #TipTokRaya on TikTok.”
According to Head of Marketing (Shopping Centre) for Ikea, Andrew Yeoh, #TipTokRaya isn’t just an entertaining campaign. One of the elements of the campaign is also to honour and help the less fortunate ‘Toks’ during these tough times, by working with the Lost Food Project to donate food, medical equipment and supplies to nearly 1,000 elderly families in the Lembah Pantai PPR area.
The film is produced by Directors ThinkTank and the campaign runs till end June with engagement-based content across social platforms, TikTok activation booths across participating shopping centres and radio spots on Sinar and ERA.
This is the second campaign collaboration with TikTok for Ikano Centres, following the successful partnership last year for the launch of Toppen Shopping Centre.