IPG Mediabrands Malaysia today announced its out-of-home media campaign #TabikHeroKita, powered by full-service integrated communications agency Reprise and out-of-home (OOH) media specialist Rapport.

Loosely translated, #TabikHeroKita means a ‘salute to our heroes’, to give respect to frontliners working tirelessly during the Movement Control Order (MCO) period in Malaysia.

Chief Executive officer of IPG Mediabrands, Bala Pomaleh said, “The initiative spawned with the knowledge that our frontliners are dedicating their lives to help keep us safe during this global crisis. Most public service messages centre around hygiene and staying safe while staying at home.

“We wanted to connect in a personal way, to give a nod and salute all
frontliners – medical and healthcare personnel, police and the army, as well as security, cleaning and delivery staff – as they go about their daily duties. What better way could we do that, than through OOH messaging in collaboration with our outdoor partners.”

The campaign execution spans three phases. Phase one shares OOH messages of support to foreign workers who form a significant part of our workforce. The messages in Bahasa Malaysia (BM), are translated across six languages – Bahasa Indonesia, Bengali, Burmese, Nepali, Tagalog and Vietnamese, to provide them with thank you messages in their own languages.

Phase two and three invites Malaysians to visit the #TabikHeroKita microsite. Through the site, users may send personalised messages of support to family, friends or frontliners in general, through dynamic messaging. Users may also share video clips of activities while homebound, to demonstrate their commitment of staying home to stop the spread. The messages and videos shared will be flashed across 40 OOH sites in the Klang Valley and Johor for the duration of the MCO period.

Media owner partners include Laguna, SkyBlue Media and WOW Media.

Bala added, “This was a truly integrated effort on the part of the team, with creative and tech brains across Reprise collaborating with sister agency Rapport. We would also like to thank our out-of-home media partners for working in tandem to get this off the ground. Seeing our agency talents and industry come together at a time like this to connect in a monumental way with our everyday heroes is something truly gratifying. We wish all Malaysians would take the opportunity to send messages of love and hope to those near and dear to them.”

Visit the #TabikHeroKita microsite here: www.tabikherokita.com