To celebrate Hari Kebangsaan and Malaysia Day, Sunway Group partnered with Astro Malaysia to launch “Jom Makan Icons of Malaysia!” campaign, a truly Malaysian foodie experience centered around the idea of uniting Malaysians through their unanimous love for food.
“Ask 10 Malaysians and majority will tell you that the one thing that unites Malaysians is food. Our love for durian, nasi lemak and teh tarik is globally well-known. With that in mind, we at Sunway Group came up with an idea to showcase 10 of our most iconic local delicacies. We believe that food is the secret ingredient in bringing Malaysians together, regardless of our age, gender, race, and religion,” explained Jane Poh, Senior General Manager of Sunway Group Brand Marketing and Communications.
“However, we did not stop there. Apart from the concept, we knew we needed to bring something different to the market. From the research and survey of the current trend and consumer behaviour, we developed a mobile gaming application. Sunway hopes that through this game, we, food-crazed Malaysians, are reminded that we are not only united by our mutual love for food, but also our mutual love and pride for our country,” she said.
The campaign started with the launch of Sunway’s very first augmented reality (AR) gaming application, “Jom Makan ‘Em All.” The engaging AR gaming application can be found on Facebook Face Filter and can be accessed from Sunway Group’s official Facebook page. The flappy-bird-inspired game features 10 Malaysian food icons, where players are to “eat” the food icons that fly across the smartphone screen by moving their mouths.
Players stand a chance to win Sunway PALS points worth RM3,000 across three weeks from 26 August to 15 September when they play “Jom Makan Em’ All”. Each week, 2 winners will be selected randomly and announcement will be made on Sunway Group’s official Facebook page every Saturday. Participants only need to play “Jom Makan ‘Em All” and snap a photo of the gameplay with the scores, post it up on Facebook with a creative caption, tag three of their closest friends, hashtag #JomMakanIconsofMalaysia and tag Sunway Group with the post set to public.
Food Unite Malaysians
If there is one thing we have learnt from the 62 years of independence, it is the importance of unity. This year, Sunway aims to let food unite Malaysians.
Malaysia is known for its exceptional culinary heritage. Therefore, Malaysians are no strangers to rich palette of flavours. In fact, they are spoilt for choices with the many local delicacies ranging from nasi lemak, cendol, satay and more.
Aside from the AR gaming application, Malaysians will also get to interact with their favourite radio announcers about “Jom Makan Icons of Malaysia!” campaign. Radio announcers from My FM, Hitz FM, Raaga FM and Era FM will be hosting entertaining talk sets and challenges on air by assuming the role of delicious food icons, Nasi Lemak, Roti Canai, Satay, Otak-otak, Durian, Mangosteen, Teh Tarik, White Coffee, Ais Kacang and Cendol. Listeners will be able to join in the fun by participating in respective radio stations’ Instagram polls and vote for their favourite “food personality.”
This campaign will end with an exciting on-ground event where the “Jom Makan Icons of Malaysia!” experience will take a spot at the massive Artbox Festival in Sunway City Kuala Lumpur on 13 September. Astro’s celebrity announcers will host an outdoor broadcast from 4.30pm to 7.30pm with food themed games and activities such as food tasting challenge, name the food challenge and so much more. In addition, there will be a 3D photobooth decorated according to the “Jom Makan – Icons of Malaysia!” theme where visitors can take photos.
In conjunction with the campaign. Suara Malaysia, a song produced by Sunway in partnership with Astro will be aired on Astro’s radio stations including My FM, Hitz FM, Raaga FM and Era FM throughout the patriotic month. Brand new music video can be found on https://www.youtube.com/watch?v=ia1q7FaVjkQ featuring the icons through kinetic typography.
For more information, on “Jom Makan,” log on to www.jommakan.my or visit sunway Group’s official Facebook page.
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