Screenshots from some of the videos submitted for the UEM Sunrise ‘Home Is Where Raya Is’ Hari Raya campaign.
THIS year's Hari Raya celebration may have been a low-key one but it has certainly provided a memorable experience for all.
From fixing up new curtains, trying out baju raya, keeping in touch via video calls, to neighbours exchanging Raya cookies, these are some of the warm festive moments that can be seen in the latest Home Is Where Raya Is brand campaign video by UEM Sunrise.
Featuring the happiness and joy that Malaysians shared with their families at home, the 80-second production was part of the property developer’s Hari Raya brand campaign, initiated to bring hope and happiness to the celebration.
“When we embarked on this campaign, we knew that the mood for Hari Raya celebrations would be different and unprecedented under the conditional movement control order (CMCO) that was still ongoing then.
“With lot of uncertainty in the air, certainly the annual balik kampung rush, for one, was a non-starter.
“But we counted on the fact that Malaysians’ resilience and tenacity will always shine through.
“True to the brand tagline ‘Find Your Happy’, we wanted to bring Malaysians on a journey of optimism and positivity.
Instagram enthusiast Redzuan Bohari sent in a photo of his family having a good time during Hari Raya.
“Thank you to all those who submitted their videos and photos. We hope that you enjoyed making them as much as we enjoyed watching, ” said UEM Sunrise chief marketing officer Kenny Wong.
The campaign received 460 creative submissions and 6,638 seconds of video footage featuring preparations and Raya traditions right at home, includings videos of comic-style storytelling that reminisce the usual Raya traditions, creative stop motion video showing virtual ways to celebrate Hari Raya as well as families’ unique stories.
A total of 115 family portraits were sent in by 55 families to celebrate the occasion under “one roof” as UEM Sunrise stitched them to create the longest ever family photo on its Instagram feed.
Joining in the fun were UEM Sunrise staff, also known as Titans, who spread joy and positivity by posting videos of themselves doing last-minute preparations for the celebration and showing off their fine baju raya.
Meanwhile, the extended UEM Sunrise community also participated in spreading the festive cheer through videos of decorating the homes of Pertubuhan Kebajikan Anak Yatim Darul Aitam in Tapah, Perak, and Pusat Jagaan Mahmudah in Bangi, Selangor.
The full campaign video can be viewed at www.homeiswhererayais.com
UEM Sunrise is also running a national marketing campaign concurrently, themed Home is Where the Happy Is with zero booking fees, stress-free subsidies and rewards for customers.
