Kaamatan, or the Harvest Celebration celebrated in Sabah, is commemorated annually by a large gathering of people, with a broad spread food, and wondrous moods of dance and tune. Due to unmatched times, this years’ celebration is sure to take a various spin.
Digi, in collaboration with Kupi-Kupi, a Sabah radio station, organized a digital Kaamatan Festival. The celebration utilizes a theme tune, co-created in between Digi and Kupi-Kupi entitled Kita-kita Juga Baini, which indicates “we’re together.” The tune was introduced on 18 May to commemorate the heritage, love for food, music and karaoke; and the sense of togetherness that Sabahans have for one another.
Other project extensions included an online karaoke performance called KupiStar, with a talent-search aspect to it that assures attractive rewards. The style of the whole performance depends upon the profound love Sabahans have for karaoke.
A live program was hung on 30 & & 31 May, with some of Sabah’s top artists like Darel & & Gotong and Benn Simon, showcasing music that Sabahans delight in. To even more enhance the festivities, Digi partnered with Grab to offer discount rates for food deliveries during the season of Kaamatan.
“Through concepts that took a primarily “on-ground” celebration onto the Web and pertinent collaborations, we had a great structure to build an unique digital Kaamatan Celebration,” stated Creative Director at NagaDDB Tribal, Ellison Fernandez. “The cross-platforms of web and radio helped expand the reach in East Malaysia, while remaining real to the elements, like food and music to make the Kaamatan celebration grand.”
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