Suruhanjaya Tenaga’s “Pesan Mak” campaign tapped into every Malaysian’s childhood fearsome love language — the nagging voice of a Malaysian mother.

Whether it was reminding us to switch off the fan, turn off the TV, or refrain from wasting electricity, we had all heard it before (and many of us still do!).

By bringing this relatable, humorous and slightly intimidating voice into billboards, the campaign elevated OOH into something more than just an ad — it created a personal dialogue with Malaysians. With just a cheeky reminder, this campaign connected with passersby, proving that sometimes, the most effective way to raise awareness was to deliver messages they couldn’t ignore (just like their mum’s advice!).

This highlighted the beauty of Out-of-Home advertising — its ability to turn a mass medium into a personal encounter. So, the next time a billboard made you chuckle and instinctively reach for the light switch, you know the message has truly hit home!