Prego MY gets creative, asks consumers to choose their own Raya storyline

Prego Malaysia has teamed up with Saatchi & Saatchi Arachnid for its “Siapa Makan Pasta Raya?” campaign, focused on building category penetration for its pasta meals during the Raya period. Instead of merely creating one Raya video, it has come up with 700 different permutations, encouraging consumers to participate in selecting their own characters and storyline.The campaign aims to strengthen the brand message and tagline “Sempurnakan Rasa Bila Bersama“, offering consumers a “cut-through communications idea” built from the thinking of “Buat Kuih Raya Sendiri, Buat Citer Raya Sendiri” – which essentially means, everyone has a different unique experience to tell.https://www.facebook.com/PregoMalaysia/videos/459445774807366/?v=459445774807366Freddie Wong, marketing manager – pasta, Campbell Soup Southeast Asia said the team has a “strong understanding” of target audience insights and the relevance of pasta meals during the festive period. As such, it knows that the common thread among Raya festive celebrations is the moment consumers get to spend time with their families and enjoy delicious food throughout the month of Raya. Based on this insight, Prego hoped to inspire consumers to delight their family members by serving Prego, making their Raya celebration even more special, Wong added.Head of creative at Saatchi & Saatchi Arachnid, Constantine Chew, said that as the festive season approaches, many brands are vying for the top spot with interesting videos and campaigns that carry either a humorous or sentimental approach. And most of the time, these videos are all in the same sit-and-view format.“It was a brainstorm session which ended with a great concept, latching on to the current trend of being involved in the story. What if we got the viewers to participate and have them create their own storyline by selecting characters, settings and flow? The result was not just one video with one storyline, but a possible total of close to 700 videos with different storylines,” he added.Campaign credits:Campbell Soup Southeast AsiaMarketing Director:  Michelle NunisMarketing Manager: Freddie WongBrand Manager: Farah MiptahSaatchi & Saatchi ArachnidExecutive Creative Director: Constantine Chew / ZaideeArt Director & Copywriter: Abdul RizalCopywriter: Zaidee/AmirulClient Servicing: Terence Low/ Stephanie Lye/ Yeni ChanProducer: ROSENI