Jacob's MY creates IG filter to promote active living among consumers

Jacob's Malaysia has rolled out a new Instagram AR filter to get Malaysians moving and live active and healthier lives. Consumers are encouraged to record themselves performing simple movements using the AR filter and share their videos using the hashtag #GerakanKebaikan64 (The Good Movement), tag Jacob's and challenge their family and friends to get moving. The brand will also engage key opinion leaders to drive the message and encourage consumers to try out the AR filter.

Citing the 2019 National Health and Morbidity survey, one in two adults in Malaysia were recorded to be overweight or obese. Additionally, one in four adults were found to be physically inactive. Hence, Jacob's wants to help Malaysians break free from this sedentary lifestyle. The AR filter was created in addition to its four-part video series earlier this month, featuring a new rendition of the patriotic song "Tanggal 31 Ogos" by the late singer Sudirman. Leo Burnett, Spark Foundry, Prodigious Malaysia, Directors Think Tank and Real Time Studios were involved in the production of the video series, which will run on TV and digital until mid-September. The brand's engagement with key opinion leaders will also end in mid-September. 

Leo Burnett Malaysia's creative group head, David HK Tan, previously said that the agency arrived at the idea of using Tanggal 31 because of what it meant to Malaysians at this time of year, and how only it had the power to move the nation not only emotionally but also physically. The agency also sought to create a rallying cry through the lyrics to unite Malaysians through Jacob's message to make the first move together and live healthier lives. 

Through the campaign, Jacob's hopes to drive brand salience by evoking Malaysian pride and to push the needle from being the number one obese nation in ASEAN within the next couple of years. "With ‘The Good Move’, we want to highlight that small movement in our daily lives can go a long way to helping us stay healthy," Arpan Sur, head of marketing for Mondelēz International, Malaysia and Singapore, said. He added that the brand is also encouraging Malaysians to make the right choices – be it a move to a better snack, a move to healthier options or a move to be more active. 

Meanwhile, as part of the effort to inspire Malaysians to make "The Good Move" towards healthier choices of snacks, Jacob’s has also launched its first baked crisps that is available in sour cream and onion, cheddar and original. With the shift in lifestyle changes from the pandemic, Sur said many Malaysians were turning to snacks as a source of comfort. He also added that by empowering consumers with the right snacks made the right way, Jacob's would be able to encourage locals to switch to healthier alternatives instead. 

On a separate note, several brands have also utilised using an AR Filter such as Snapchat with its "Train like an Olympian" filter, making use of its body-tracking technology to encourage users to stay active and Meiji's Yan Yan gamified AR filter during its packaging and mascot makeover. 

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