Goodday Milk leverages technology for goodness filled Raya celebrations
One of Malaysia’s favourite milk brand since 1968, Goodday Milk is championing a series of virtual, tech-driven initiatives to celebrate Ramadan and Hari Raya amidst social distancing. Following their attempt to host the nation’s biggest virtual moreh session on 22th May 2020, Goodday Milk has launched another digital Raya initiative – ‘Selamat Selebraya’ – a WebAR based (web-based Augmented Reality technology, without the use of an app) 3D celebrity house visit experience. Using the WebAR technology, consumers will be able to bring “virtual celebrities” to life for “house visits” during Hari Raya celebration, adding an element of excitement to Raya celebrations.
With Goodday Milk’s latest digital initiative, Malaysians will get a unique opportunity to celebrate Raya this year with the nation’s top celebrities including singer Andi Bernadee, Mark Adam, and artist Elfira Loy right in their own houses – making this the first ever WebAR based AR artists experience campaign.
“By creating engaging campaigns we hope that we are able to give Malaysians enough impetus to stay indoors and avoid unnecessary travels. While we may not be able to visit as many members of our families and friends this year, with the WebAR technology, consumers will be able to celebrate Raya with national celebrities, thus adding a creative and personal touch to their celebrations. Through ‘Selamat Selebraya’ house visits, we sincerely hope that Malaysians can still enjoy their time at home” said Santharuban T. Sundaram, Senior Vice President of Marketing and Alternate Business at Etika Sdn Bhd.
Welcoming a technology enabled and celebrity filled Raya
To bring this campaign to fruition, Goodday Milk partnered with Entropia Extended Reality (EXR) to get three top celebrities to literally visit every Malaysian’s home, during this ‘socially-distanced’ Raya. This extraordinary feat was achieved through cutting edge webAR, 3D volumetric capture and character modeling.
The WebAR technology enables a user to click a link on their smartphone, give access to their phone camera and get a virtual realistic 3D model of their favorite celebrity to appear in their homes. The user can walk around the celebrity, take pictures with the celebrity and even make the celebrity perform a song and wish them and their family for Raya. The mix of virtual augmentation on reality is an experience that will bring a smile to everyone’s faces as it is easy to use and intuitive and doesn’t require them to download any app to relish a celebrity visiting their homes. Imagine having your idol serenading to you and only you!
“We are extremely proud to partner with Goodday Milk’s challenger outlook and who have constantly demonstrated that they are way ahead in the innovation curve in the industry. The future of experience is based on a seamless blend of immersive technology and human emotions, as demonstrated by this campaign where consumers can get their favorite celebrities to wish them Raya in their own homes,” said Ramakrishnan, Partner at Entropia.
Not letting the fun end here, Goodday Milk has also announced a creative photo challenge for consumers with exciting rewards to make their Raya even more memorable. From 25th May to 21st June, just take a photo via Selemat Seleb-raya WebAR with the chosen AR artist to express your best creativity, then upload it and hashtag #GooddaySelamatSelebraya and hashtag @goodddaymilk on Instagram feed or Goodday Milk Malaysia on Facebook wall, to join the contest and win some duit Raya. Every week, 5 lucky winners with the most creative photos will get to win RM500 cash each – totalling up to RM10,000 cash prize. Find out more info from Goodday Milk Malaysia Facebook page.
Since social distancing has led to a different Raya celebration this year, Goodday Milk has been constantly innovating and coming up with digital campaigns that consumers can participate in, from the comfort of their homes. The includes our attempt to host the nation’s largest virtual moreh session dotted with celebrity guests to bring back a sense of community in the holy month. “Through these virtual experiences we hope to bring some excitement to this year’s festivities in a safe yet interesting manner,” added Santharuban.
For more information on the ongoing campaigns and promotions, please visit Goodday Milk Malaysia Facebook page www.facebook.com/gooddaymilkmalaysia.