Contract Communications Malaysia creates humorous horror for SAFI Balqis Sheet Masks
Contract Communications Malaysia has tapped into the country’s two favourite genres – horror and humour – for the relaunch of SAFI’s Balqis Sheet Mask with OxyWhite formulation, for client Wipro Unza.
The campaign idea ‘Dari Hantu Jadi Ayu’ literally translates as ‘From Ghost to Gorgeous’.
The videos, live on social media from March 2018, highlight the fun side of beauty, encouraging women to wear SAFI Balqis OxyWhite Sheet Masks and to play pranks on unsuspecting victims among their family and friends. It also taps into the Asian horror genre, Malaysians’ favourite topic all year round.
Research shows that the cluttered beauty category saw its sheet mask segment dominated by Korean brands already associated with fairer skin. Proprietary insights unveiled that many women see wearing a sheet mask as a time-consuming chore. And JWT Intelligence’s ‘New Muslimah’ study showed an increasing demand for halal beauty and pride in homegrown products.
Sriram Krishnamurthy, Chief Executive Wipro Unza (Malaysia) said, “We wanted to communicate in an entertaining way that SAFI Balqis OxyWhite not only whitens your skin (by 21.9%) but also keeps it moisturized for a longer duration (24 hours) without being a chore. And this new campaign from Contract Communications Malaysia helps show how SAFI Balqis OxyWhite Sheet Mask can help make your weekly beauty regimen more entertaining, under our overall Selamat & Suci (Safe & Pure) brand promise.”
Saurabh Saksena, Managing Director, J Walter Thompson Company, Malaysia added, “This campaign is a refreshing change from other brands in this segment, in that it moves away from tactical product demonstration. And by tapping into Malaysians’ love of humour, and horror, it shows how SAFI’s Balqis OxyWhite Sheet Mask can lighten your day and your skin. Personally, I love the simplicity and the universality of the idea. Anyone who has used facial masks or seen someone use them has surely thought of or felt like this.”
Bahasa Malaysia to English Translations:
DARI HANTU JADI AYU – FROM GHOST TO BEAUTY
RUTIN MINGGUAN JADIKAN KEJUTAN – PUT A LITTLE THRILL TO YOUR WEEKLY ROUTINE
UNTUK WAJAH LEBIH CERAH SEMPURNA – FOR A FLAWLESSLY FAIR SKIN
Credits –
Managing Director – Saurabh Saksena
Business Director – Janet Yap
Planning Director – Bhaskar Thakur
Creative Director – Hasnah Mohamed Samidin
Creative Group Head – Mandar Wairkar
Art Directors – Elric Ngooi / Joseph Leong
Copywriter – Zulfatah Arif
Senior AV Producer – Vincent Tja
Account Director – Nancy Khoo
Account Executive – Jensen Wong
Wipro Unza (Malaysia) Sdn. Bhd.
Chief Executive – Sriram Krishnamurthy
GM, Marketing – Pan Choi Yen
Marketing Manager – Mahsuri Sulaiman
Product Group Manager – Tan Say Ong
Product Executive – Aishah Zulkifli