Malaysia Airlines flies one lucky winner home in homecoming-themed Hari Raya campaign

For the Hari Raya festival, Reprise Digital created a campaign for Malaysia Airlines themed around ‘Balik Kampung’ [homecoming]. The first part of the campaign was a video mulling over the importance of making the journey back home during festive occasions.

Speaking about the film, Reprise group creative director Amir Faiz said: “This year’s Raya video received wide positive social sentiment.

“The feel-good storyline stripped off the theatrics and delivered a simple message people could relate to. This translated to numerous shares around consumers’ own balik kampung experiences and what they looked forward to most during festive periods, as well as helping to build tremendous brand love towards our national carrier.”

The video scored over 11 million views across YouTube and Facebook, according to Reprise Digital. 

The second part of the campaign was a contest that played out on social media called ‘MH Fund My Balik Kampung’. It involved Malaysians sending in stories on why they deserved to be flown back home. One lucky winner stood the chance of bagging a trip back home courtesy Malaysia Airlines.

According to Reprise Digital, the promotion became even more dramatic than originally intended, with the winner of the contest Fadhli Jamaludin fracturing his leg on the day the results were announced.

Faiz said: “Fadhli’s story resonated with lots of Malaysians who voted for him to get his wish. However, nobody realised that there would be a twist to these events.

“He was extremely excited but realised he wouldn’t be able to get discharged for the flight. Instead, his mum took a bus from Alor Setar to visit her son in the hospital. We were extremely happy to eventually bring them back home.”

Malaysia Airlines Fund My Balik Kampung Winner

This is the heartwarming story of Fadhli Jamaludin, whom we flew home to be reunited with his loved ones on the eve of Aidilfitri through our Fund My Balik Kampung campaign. Thank you Malaysians for voting and making his Raya dream a reality! You have truly shown us the perfect picture of Malaysian Hospitality. Watch Fadhli’s homecoming video now.

Posted by Malaysia Airlines on Wednesday, 12 June 2019

Faiz added: “Both videos truly highlighted the importance of cherished moments of ‘Balik Kampung’, alongside the real and heavy emotions attached to it. 

“This was also about the customer experience, as both Fadhli and his mother were treated with care and respect resulting in Fadhli expressing his gratitude and delight to return home to his family. This is a perfect example of Malaysian Hospitality.”


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