Launched a week ago, the online Everyone Connects Open House campaign leverages on the open house tradition in Malaysia, where homes in villages offer an open invitation to anyone who wants to break fast with the Muslims in the evening. It was launched to coincide with Hari Raya, allowing users to hold virtual open house, where one can design the home, do-up the interiors, choose from an entire range of delectable dishes and invite one's friends and family and the whole world to share the feast.
Telekom Malaysia is the country's largest broadband player with a 60 per cent broadband penetration. The game has exploded on Facebook, with thousands of people hosting their own open house, visiting others, feasting, socialising and recreating the spirit of Raya in the social age.
Prashant Kumar, CEO of UM, said the agency believes that social media actually has the power to complement and amplify the souls of cultures, communities and conversations, despite the perception that social media is destroying old age traditions and sentiments.
“Facebook has made bonding and connections location-free. Social gaming on Facebook is the next big play and it provided the perfect platform for engaging the ‘social generation’ with the essence of festivity. We are excited about the viral momentum the campaign has unleashed and the equity it's building for brand TM,” he added.
