Spin sells Perodua Myvi to Malaysian Chinese with 'jikdak-logy'

Aimed at creating an affinity with its target audience, the campaign runs spots in Hokkien (featured), Mandarin and Cantonese introduces and plays on an invented word 'jikdak-logy'. Based on the Cantonese word 'jikdak' literally translates to mean 'so worth it'.

Playing on the Malaysian Chinese community's love of Korean films and K-Pop the featured spot even works in a reference to 'Gangnam-Style'. The light-hearted campaign also pokes fun at hip-hop (featured, in Cantonese) and movie stars. 

Comprising web films, TVC and radio spots, the campaign extolls the numerous values of Perodua's Myvi, focusing on benefits which appeal to the target audience such as  fuel efficiency, safety features and a monthly repayment scheme of US$160 (RM480).

The radio portion of the campaign kicked off on 10 September, the TVC was launched on 15 September and the online web films on 18 September. 

Media buy across Malaysian-Chinese targeted channels was handled by Vizeum. The radio ads are running on 988.fm and MY.fm, the TV spots on Astro Wah Lah Toi and TVB Xing He, while the digital executions can be found on Perodua’s Facebook page and Youtube channel, 988’s website and the Facebook pages of Sin Chew Daily, Guang Ming Daily, Red Tomato and Nuffnang.