Malaysian youths spend an average of 19.8 hours per week on the Internet, surpassing all other forms of media consumption with Facebook being the most visited online site after Google. At 53%, YouTube is the main site Malaysians choose to view content. These statistics make YouTube and Facebook suitable platforms for Samsung GALAXY Note 4’s ‘Road to Ramlee’ campaign to reach out to Malaysian youths effectively.

The local creative and entertainment industry is growing yet people still look outside for inspiration instead of looking within the nation

Music is one of the strongest passion points found in Malaysian youths. With many music-inspired films such as Once (2006) and the recent Whiplash (2014), Malaysians have seen many of them but yet to create their own. ‘Road to Ramlee’ has set a new benchmark for Malaysian youths by giving them a web series centered around local musicians inspired by their homeland virtuoso, P. Ramlee. The web series grabbed the attention of Malaysian youths with an original and engaging storyline that resonated with them.

This campaign has generated 38.7 million social media impressions and received an approval rating of 91%. Brand awareness has increased by 2.8%. Malaysian youths have expressed a great deal of positive feedback on the web film’s fresh storytelling, beautiful cinematography, excellent cast, inspiring song and poem and more.