ADA’s #UnitedInKindness campaign for Axiata used AI and social media to share stories of kindness, creating Malaysia's first AI-generated Merdeka video.
{{stats-component}}
Problem Statement
Axiata needed a unique Merdeka campaign that moved away from predictable themes and genuinely connected with the audience.
Insights
During Merdeka, Axiata faced competition from well-known brands. The challenge was to authentically portray Axiata's nation-building activities while avoiding clichés. The target audience included mobile network users, businesses, tech-savvy consumers, and digital enthusiasts.
Strategy
ADA crafted the #UnitedInKindnesscampaign, an immersive social media experience. The campaign focused on Malaysians sharing stories of kindness, using AI technology to generate Malaysia's first AI-generated Merdeka video.
Execution
•Microsite Creation: Interactive platform for Malaysians to share stories of kindness
•.AI-Generated Video: Launched on August 30th, evolving with contributions from Malaysians.
•Influencer Engagement:Collaborated with local influencers on TikTok to amplify the campaign's reach.
•Social Media Integration: Used the hashtag #UnitedInKindness to encourage participation and sharing on TikTok.
Awards
•Hashtag Asia Awards 2024: Best Social Media Community Management (BRONZE), Best Social Media Use of Emerging Technologies (GOLD), Best Video in a Social Media Campaign (BRONZE)
•MARKies Awards 2024: Most Creative – Digital (GOLD) & Most Creative – Social Media (GOLD)
