Malaysian restaurant wins earned media game with zero-dollar campaign

The campaign video—which went viral in the country during Merdeka weekend—was even shared by the Queen.

The team at Entropia that worked on The Chicken Rice Shop campaign
The team at Entropia that worked on The Chicken Rice Shop campaign

As advertisers in Malaysia found creative ways to execute Merdeka campaigns this year amid COVID-19 restrictions, one restaurant took home the brand prize. Malaysian franchise The Chicken Rice Shop paired up with Entropia for an on-ground activation with zero media spend.

Selected restaurant outlets broadcasted ‘Negaraku’, the Malaysian national anthem while patrons were dining in, and secretly recorded their reactions. The footage showed diners rising when the anthem started playing, tapping into the patriotric spirit of Independence Day. All reactions in the video were 100% real and unscripted, said the agency. 

“We knew our content had to be impactful, relevant and shareable, so people could become our media and do the work on behalf of the brand,” said Neeraj Gulati, partner at Entropia. “And it worked. Malaysia’s Queen, Her Majesty, Raja Permaisuri Agong, even shared the video on her Instagram profile, garnering over 100k views on its own.”

On the whole, the campaign amassed a 4.2 million organic views, and 690k engagements across Facebook, Instagram, Twitter, TikTok and Whatsapp.

“The Chicken Rice Shop, as a homegrown brand, is very proud of our Malaysian heritage,” said June Song, marketing manager for The Chicken Rice Shop. “So, we ensure all our campaigns are relevant and rooted in the Malaysian consciousness. Entropia came back with a brutally simple idea to showcase the love we have for our country. And we did not expect such an overwhelming response from our patrons and the online community.”

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