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Challenge
To capture in and outbound travellers’ attention on Axiata’s low roaming rates offered by their network of mobile operators. High roaming cost is always a travellers’ concern. The promotion was for 3 months. Task was to enable message cut-through in an impactful manner against the competitive and cluttered airport scene.

Solution
Created an innovative and first-of-its-kind promotional sales activation within the airport grounds to influence and push travellers to switch to any of Axiata’s network when they arrive at the respective countries. The arrival and departure terminal is a point-of-sales touch point for a telecommunication segment in an airport environment. The goal is to have promotional ambassadors capture-divert-engage with the travellers to broadcast the Axiata promotion through an unconventional manner in a disruptive airport environment.

Execution
To complement the airport environment, we invented the Axiata Roaming Crew where the promotional ambassadors are disguised as a group of airline crew representing Axiata’s operating companies from 5 different countries in Asia. The Axiata Roaming Crew captivated the attention of all airport travellers in KLIA and LCCT, as they were dressed in an unusual manner for an airline crew. The message board that they were carrying highlighted the roam rates for Axiata’s respective network.

Results
The Axiata Group recorded a 30% increase in roaming traffic during the 20-day ground activation per airport. The travellers took the time to read our message board and have their pictures taken with our ‘airline crew’. Instant e-flyers were developed from the pictures the travellers took and shared it online.

Challenge
AXIATA a regional corporate brand has awareness amongst the investing community. However, it lacks the brand affinity and understanding of what the brand stands for. Our challenge was to find a solution to enhance our unique brand proposition of Advancing Asia via our brand pillars of Connectivity, Technology and Talent.

Solutions
AXIATA and its subsidiaries, have always believed in advancing the lives of the communities in its Asia footprint. And have always embarked on compelling corporate community projects. In driving home AXIATA’s proposition of Advancing Asia, relevant communities projects were developed into AXIATA’s brand stories that reflected our brand pillars. And together with the right media partner, these best stories were created and encapsulated into compelling vignettes that best reflect AXIATA at its heart.

Execution
To drive this project regionally, we partnered with BBC Channel for its high viewership across the region. Together with AXIATA and BBC, we travelled to AXIATA’s countries to film these corporate projects and most importantly the communities and the people that it has benefitted and enriched. And these stories were subsequently delivered into compelling and emotional Brand Stories that encapsulates AXIATA’s brand pillars and aired across the Asia region via BBC TV and BBC.com

Result
AXIATA’s Brand Evaluation numbers have shown positive improvement for Emotional Values figures of “Advancing Asia”, setting the brand for a boost in terms of brand understanding. The vignettes have also been further adapted to run locally onMalaysia TV to anchor AXIATA’s stronghold in home country.

Challenge
A fairly new brand across Asia, it is crucial for AXIATA to strengthen its regional awareness and brand proposition of “Advancing Asia”. AXIATA needed to find a spot-on property to spring board their brand awareness and linkage to their Operating Companies across Asia region.

Solutions
We found that in The Amazing Race Asia (TARA) – a well known Race reality program that is all about Asia and going beyond limits. The Race consisted of teams who strived beyond limits to achieve excellence which is a exact reflection of what AXIATA is about. And to ensure AXIATA’s essence was clearly demonstrated, customized challenges, vignettes with Racers, sales events were activated.

Execution
High regional exposure on-air package and exciting on-ground events using the TARA platform to excite the consumers. Customized challenges embedded into the Race trail that pushed AXIATA and its operating brands to the viewers. Customized “Connectivity” Vignette intertwining the Racing Teams to our Opcos Brands. Catching on the latest social media trend, a foursquare contest for Axiata OpCos, whereby audiences were encouraged to check in at Opcos outlets to win exciting prizes.

Result
The sponsorship of The Amazing Race Asia enhanced AXIATA’s blueprint successfully. *Brand recall increased significantly across all 5 key markets with the highest score in Indonesia, Malaysia and Sri Lanka. Excessive media mileage was generated and gave the brand incredible buzz across the region.

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Challenge
World Cup mania ran wild in Malaysia! Maxis was the official broadcast sponsor of the World Cup (WC). The challenge was to ensure Celcom successfully retained ownership of football as a brand property during the WC season. The battle of share-of-mind begun.

Solutions
Consumers were bombarded with ads all around during this period and all fans have team preference! Celcom Blue Bears became the mnemonic to cut through ad clutter and ignite the fans obsession of their winning team. We kicked-off an explosive integrated mass campaign with key partnerships to engage consumers in every step of the way during the WC season. The combined forces brought the WC spirit alive and kicking in all Malaysians!

Execution
Celcom Blue Bear was the mnemonic consistently present throughout the WC campaign communication in all touch points. TV – Capsules, daily countdown bugs, interviews, news coverage & live cross overs from Celcom WC events Newspapers – Sponsored WC pullout, fixtures, creative buys Online – hosting online games, blogs, tweets, downloadable goodies Ambient – 3D outdoor displays in restaurants, cafes, plasma TV ads & building wraps On-ground – Viewing party, Bear Mob & inter-state futsal tournament

Result
Celcom scored the winning kick in the biggest event of the year! Perception of Celcom owning WC was evident everywhere. Celcom’s advertising awareness and recall soared during this World Cup season by over 40% with positive brand associations. Phenomenal increase – product take-up – 200%.

Challenge
Dictionaries begin their relationship with consumers who love words and want to improve their vocabularies. Over time, though, dictionaries lie forgotten and consumers forget their love. And since Oxford Fajar has minimal media budgets, how can we re-ignite this love through cost effective collaborations?

Solution
So, where do we find logophiliacs*? Where else but straight to the Literature & Book Reviews! We negotiated a cost efficient collaboration that will benefit both parties of Oxford Fajar and the media owner, through content. Instead of buying FPFC ads, we worked closely in collaboration with Section Writer by blending in selected advanced words from the Oxford Dictionary to draw attention of their logophiliac* readers.

Execution
Instead of FPFC ads, we collaborated with NST whom has a highly credible Literature and Book Review section. Working with the Section Writer, we selected advanced words from the Oxford Dictionary to be intentionally used and highlighted into the book review of credible Modern Classics. But have no worries – the readers are presented with the definitions of these advanced words in a created “FYI” space. Tone and manner of execution:easy, igniting curiosity and educational.

Results
Eyeballs reached: close to 220,000 With low budget of less than RM10,000 for the entire collaboration, the media ROI was at 18X. Furthermore,Oxford Fajar was happy with collaboration,as it synergized with the company’s mission to further excellence in education and knowledge. Low budget romantic affair with words & vocabularies=inestimable*