Tesco bridges social distancing gaps with an intimate Raya campaign

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Tesco has partnered up with Naga DDB Tribal for its “Raya Jimat, Raya Selamat. Bersama Walaupun Jauh” campaign, aimed at allowing families to be together this Raya despite being apart. Through creative involvement of household members in its video production, a perfect Raya message was sent across to the celebrating families in the spirit of Raya.

Showcasing the intimate moments that surfaced during Raya festivities, the production of this message combined creativity with technology to celebrate important traditions online.

Vivian Yap, customer director at Tesco Malaysia said that Naga DDB understood the power of a good story and this campaign “fit perfectly” with Tesco’s brand values of affordability and choice. With this campaign, Tesco also wanted to assure customers that “a Tesco experience – whether online, in-store or delivery – would be a safe and memorable one.”

“When the team at Naga DDB presented the concept to us, it made so much sense. We felt it sent the right message, with the right amount of sensitivity and humour considering that the festive celebrations will be observed in a very different way this year,” Yap added.

With this in mind, creative group head Farid Ajlan added that Raya also meant so many precious traditions and activities such as cooking and baking and picking out the baju Raya could not be approached in the same fashion.

Campaign credits:

Agency: NagaDDB Tribal

Executive Creative Director: Nik Radzi

Creative Group Head: Erman Basiron, Farid Ajlan

Copywriter: Farid Ajlan

Art Director: Hafiz Zulkifli

Business Unit Head: Caroline Kong

Brand Director: Misha Eleanor

Data & Insights Strategist: Chai May Li

Project Manager: Jeremy Lim

Head of AV: Sharon De Silva

AV Producer: Lee Boon Hsin