The Challenge
Convey this message to the public by introducing a saviour who can help the people save.
The Idea
We created a fictional hero – Satria Baju Hitam - a localised version of the Masked Rider (Malaysia's beloved monster-beating Japanese hero). It would be an 80s-inspired character any money conscious 20-something would be familiar with. A retired has-been, he wants to keep fighting the good fight but struggled to stay relevant in this day and age.
Q&E, fighting to bring consumers the lowest prices, has teamed up with Satria Baju Hitam. Their pledge is to help him get back on his feet as he champions low prices and better savings.
Satria Baju Hitam's progress can be followed at various touchpoints: from Facebook to his personal blog to YouTube videos to the Satrianize Me app inviting fans to fight the good fight, as well as outlets and impromptu appearances.
When customers shop at Q&E, they know that they aren't just saving money, they're helping Satria Baju Hitam save the world!
Title
Satria Baju Hitam
Client
Quick & Easy Convenience Store Sdn. Bhd.
Product/Service
QE Convenience Store
Internet URL
Creative Director
David Sin
Art Director
Jonathan Lim, Chan Hock Liang
Copywriter
Suryadipura Salleh, Jenatun Zulkifli, Justine Lee
Programmer
Cheok Chin Jin
Client Service
Tunku Eddy
Production House
Frame Motion
Agency Producer
Sulaiman Abu Bakar
Music
Betarecs
Vocalist
Satria Baju Hitam
