KUALA LUMPUR – National Geographic Channel (Nat Geo) has launched a new campaign to create awareness for “A Peranakan Heritage”, a series of locally-produced and curated documentaries about the beautiful and fascinating lives of the Peranakans in the Southeast Asia region.
The documentaries which began airing on July 27, aims to showcase the unique Peranakan culture by exploring its different facets, from food and wares to customs and history. Targeting not just Malaysian viewers, but people from all over the world, the programme gives an exclusive glimpse into Peranakan history and heritage through the eyes of Julian Davison, Gok Wan and Sherman Ong.
Isobar Malaysia is creating a series of ‘doors’ as part of an on-ground activation where they will invite people to engage with the Peranakan heritage. The exhibition will be unveiled to the public beginning August 25 for a month at a well-known Malaysian landmark.
The campaign also features a microsite developed by Isobar, which offers viewers a chance to test their Peranakan knowledge through a fun, interactive game. Winners stand a chance to win a bespoke, specially-curated tour of Malacca, including visiting the key locations and food eateries featured in the “A Peranakan Heritage” program.
In developing the game, the Isobar and Nat Geo teams visited historical places where the Peranakan items and culture were being preserved, taking note of its background, history and importance. One such place was the Pinang Peranakan Mansion in Penang.
SanYen Liew, Executive Creative Director at Isobar Malaysia, said: “In line with the documentaries that were being aired on Nat Geo, we wanted to share a tangible piece of the rich Peranakan history and culture, and so we decided on this campaign that enables people from all walks of life to explore and get a closer look at the lives of the Baba Nyonyas, Chittys and Seranis (or Eurasians). As not everyone would have been able to come and visit the on-ground activations, we felt the microsite and game could showcase the interesting Peranakan factoids and let audiences immerse themselves in the culture.”
“A Peranakan Heritage” marks the first phase of a two-part programme by Nat Geo, which will feature a separate series of locally-produced documentaries about Malaysia that will be revealed in late August this year.
Simeon Dawes, Managing Director, Hong Kong, Southeast Asia & the Middle East, Fox Networks Group, explains: “The National Geographic brand is renowned for telling hidden stories in a visually compelling, yet authentic manner. Culture conservation and immersive learning is core to Nat Geo’s ethos and through this programme, we hope more people are exposed to the hidden vestiges of this culture”.
The campaign microsite is being promoted through digital media buys via Facebook and Google Display Network, and via PR following the official launch of “A Peranakan Heritage” in mid-July. For more information, visit National Geographic’s “A Peranakan Heritage” microsite at: www.peranakanheritage.com
