During the pandemic, numerous aspects of daily lives were affected, with many forced to stay apart from family and close friends. Acknowledging the realities of the new norm, Astro has launched a national campaign to celebrate the new Year of the Metal Ox under the tagline: Xin Lian Xin Xi Wang, Yuan Qi Man Man Moo Moo Da (“with love and hearts close to each other, physical distance is not a barrier, hope never vanishes, and together, we will see the light at the end of the tunnel and unleash the vitality of positive vibes.”)
The campaign started off with the launch of the Moo Moo Da CNY (Chinese New year) Album featuring the official songs ( including Moo Moo Da and Cow Cow Moo Moo Da themes) through several video clips featuring the official choreographies for each song
Moo Moo Da campaign has triggered an actual Moo CNY “pandemic” in a South East Asian country where 61% of the dwellers are muslims living in a State with has the Islam as the official religion.
360º degree campaign
Astro, who is a major provider of contents and online retailer in the country, has conceived a multi faceted campaign including, besides the mentioned Moo Moo Da album: premieres of specially selected CNY programmes (amog them the CNY gala); Moo Moo Da CNY merchandise (among different products like tshirts, etc all of them featuring Astro’s Year of the Metal Ox Mascot ‘Moo Moo Da’, there is the cute Golden Ox plush toy); Moo Moo Da Web AR; Moo Da CNY e-stickers and the Astro Corporate Social Responsibility (CSR) campaign, themed “Your Purchase Has A Purpose”, where RM1 from every product sold will be donated to a dedicated CNY Orphanage Charity Fund to help the less fortunate.
More than 90 local celebrities and social media influencers participate in Moo Moo Da CNY Album, with 9 new CNY songs. Among them the Cow Cow Moo has turned into a viral sensation being versioned around the country, by children, by groups of employees in companies that show themselves in digital videos shared on You Tube while dancing or even singing the theme.
Going further to increase virality, Malaysians also stand a chance to win a grand prize of more than RM60,000 when they take or create group pictures featuring the Moo Moo Da mascot and send in their well-wishes via the MooMooDa Web AR.
Astro has launched a dedicated site MooMooDa2021.com and a hashtag #MOOMOODA2021 to follow and participate in the CNY Moo.
The campaign has an e-commerce side with its own AR app and game promotion
Go Shop celebrates this festive season with the CNY Moo Moo Da campaign from 15 December 2020 to 15 February 2021.
During this time period, the top 38 spenders with a minimum of 3 orders will stand a chance to win RM23,888 worth of prizes through the Fortune Moo Moo Contest.
Besides, Go Shop’s RM888,888 Ang Pow Giveaway awards customers an instant RM28 off with minimum spend of RM300 when they use the promo code ‘MOOMOO28’ for products showcased on Go Shop’s TV programmes from 15 December 2020 – 31 January 2021.
Meanwhile, customers can also stand a chance to win RM28,888 worth of prizes through the Catch MOOMOODA game on Go Shop’s mobile app from 1 February – 14 February 2021.
Celebrity wrapped digital launch
At the virtual launch of the Astro Moo Moo Da campaign on 23rd December, popular Astro and other Malaysian celebrities as well as social media influencers were present, including: Siow Hui Mei, Gan Jiang Han, Jack Lim, Jack Yap, Yoon, Mei Sim, Anson Kow, Daniel Wong, Jie Ying, Catherine Kai Xin, Freddie Ng, Grace Lee, Jazz Bai Ling , Amy Chan, Jens Cheong, Candy Xiao Tong Jie Jie, Hai Chyi, Ezen Chan, Ying Ling, Coby Chong, Chandler Phua, Juztin Lan, Cedric Loo, Nicole Lai, Joey Leong, Pauline Tan, Michiyo Ho, Han Xiao Ai, 3P group（Danny and Kevin）, Pong Pong (Jeii & Gaston), Huan, Akiyo, with My All Stars celebrities Jordan Lim, Jaydan Pang, Kryston, Adele Ng, Cherry Cheng and Quinna; along with the music producer for Astro’s CNY songs, Ciang Teng.
Years ago I had already told about the special appeal of cows in art merchandise and advertising but this is the first time that a campaign puts a whole country dancing to the Moo.
Image over the headline.- Astro Moo Moo Da mascot. © Astro.
Related Eastwind Marketing links:
The world is dancing Gagnam Style
Related Eastwind Marketing links (Spanish edition):
Vacas, hasta en la sopa
(Cows in our every day soup)
Related external links:
Moo Moo Da Album go shop (video)
Moo Moo Da Album (Cow Cow Moo), by Goxuan, MYfm channel version
Moo Moo Da Album (Cow Cow Moo), by Goxuan -Astro channel version-
Astro CNY 2021: Yuan Qi Man Man MooMooDa album) in Amazon Music
Moo Moo Da CNY count down gala
Moo Moo Da e-stickers downloadable for free at the Google Play Store
Moo Moo Da e-stickers downloadable at the App Store
Moo Moo Da mascot toy plush and other merchandise in Lazada e-commerce site
Moo Moo da tshirts and other merchandise customizable in UNIQLO
Promotional viedo Moo Moo (diverse products) Goxuan
People dancing to the Moo:
Kong family Moo Moo Da 2021 dance
Rex Heng (proffessional of Savings and Investments)
Crystal Hui Xin (Cow Cow Moo 2021 belly dance)
Chanice Chan (Moo Moo Da 2021)
Little Xuan Xuan dancing the Moo Moo Da (video shared by Cally tan)
Little girl dancing Moo Moo Da before TV (video shared by ljuanjin)
