Showcasing: Advertiser of the Year



2016 | |

How we used radio to connect young entrepreneurs to TM Business

Advertiser: Telekom Malaysia Berhad
Brand: TM
Creative Agency:
Credits:

The Challenge
TM had introduced complete business solutions to support up-coming entrepreneurs in accelerating their businesses. But sign ups weren’t great as TM has always been known as a consumer rather than business solutions brand. We needed a way to build our business solutions credentials.

Insight, Strategy and the Idea
Young entrepreneurs are always looking for successful mentors to get first-hand guidance, but accessing one isn’t easy. TM on the other hand, had access to them because they were TM’s Enterprise customers. We saw an opportunity to connect successful entrepreneurs with up coming entrepreneurs. Rather than do digital (something the older mentors weren’t comfortable with), we decided on radio as the main driver. With young entrepreneurs always on the road, it was the perfect medium.

Media Execution
Partnering with ASTRO, we developed a 2 pronged radio content strategy “ATTRACT” and “ACQUIRE”. ATTRACT – We created quick segments with successful iconic entrepreneurs like Zawara, Wood & Steel, Tarik Jeans, Garage 51, Nail Polish and Buns in The Oven. Topics include their first 100 days of business, inspirations, challenges, day-in-the-life and tips to be successful. Theses segments were aired throughout the day on Malay and Chinese channels. ACQUIRE – We then organised a contest where listeners could win a chance to attend an intimate session with these icons. ASTRO would also produce a short commercial to help promote their business. They just needed to pitch their out of the box business ideas and to share a story on why their business is unique.

Results and Effectiveness
Awareness of the radio activation reached 3.8mil. Media ROI successfully achieved a massive 2.84. We also achieve a sales target of 38% above KPI target. Overall campaign success contributed to TM’s Q4 brand health index amongst SMEs which increased by a whopping 50% from Q3.

2016 | |

How TM gamified a TVC to help those in need

Advertiser: Telekom Malaysia Berhad
Brand: TM
Creative Agency: -
Credits: -

The Challenge
Hari Raya is one of Malaysia’s largest festive periods and everyone advertises during it. Including our client, TM who had a generic Raya TVC. Our task was to cut through the clutter of feel-good raya films and get 1 million views on digital platforms.

Insight, Strategy and the Idea
The fasting month encourages Muslims to be generous in donating and performing good acts. Furthermore, Malaysians are generous, ranking 7th most generous in the world. Our strategy was to leverage on this generosity by providing them an opportunity to help the less fortunate. Instead of ‘story tell’ we wanted viewers to ‘story do’. So we gamified the TVC, where every interaction leads to a donation by TM to charity, calling it #Pakcik Misteri after the character in the TVC.

Media Execution
First we split the TVC into 4 segments, gamifying each segment to compel viewers to click and continue watching in the interest of charity e.g. in the dark alley scene, users had to click the light bulb to light it up. Accumulated clicks were than translated into real money that TM would donate. We worked together with ‘Suspended Meals Malaysia’ to sponsor meals for the needy, seeding #PakcikMisteri as the kind stranger who did it. To spread word, we used organic & paid content, dark network social channels, Influencers and ran a social contest.

Results and Effectiveness
We gained 1.26 million views and 9.3 million clicks resulting in TM donating RM30,000 to charity. Our social page saw organic growth of 2000 fans with the campaign reaching to 8.5M Malaysians. Talkability around the brand saw PTAT grow to 76,000 with the campaign driving 2300 submissions for the social contest. Our paid content social seeding strategy (dark networks and influencers) resulted in 4.8mil Reach and 21,207 Engagement Suspended Meals Malaysia Activation Social Seeding resulted in 79,120 reach (avg. 13k/post) and 368 engagement (avg. 61/post)

2016 | |

How TM gamified a TVC to help those in need

Advertiser: Telekom Malaysia Berhad
Brand: TM
Creative Agency: -
Credits: -

The Challenge
Hari Raya is one of Malaysia’s largest festive periods and everyone advertises during it. Including our client, TM who had a generic Raya TVC. Our task was to cut through the clutter of feel good raya films and get 1 million views on digital platforms.

Insight, Strategy and the Idea
The fasting month encourages Muslims to be generous in donating and performing good acts. Furthermore, Malaysians are generous, ranking 7th most generous in the world. Our strategy was to leverage on this generosity by providing them an opportunity to help the less fortunate. Instead of ‘story tell’ we wanted viewers to ‘story do’. So we gamified the TVC, where every interaction leads to a donation by TM to charity, calling it #Pakcik Misteri after the character in the TVC.

Media Execution
First we split the TVC into 4 segments, gamifying each segment to compel viewers to click and continue watching in the interest of charity e.g. in the dark alley scene, users had to click the light bulb to light it up. Accumulated clicks were than translated into real money that TM would donate. To spread the word, we used organic & paid content, dark network social channels and influencers. We also worked together with ‘Suspended Meals Malaysia’ to sponsor meals for the needy, seeding #PakcikMisteri as the kind stranger who did it.

Results and Effectiveness
We gained 1.26 million views by end of the campaign, 9.3 million clicks resulting in TM donating RM30,000 to charity and 6.6 million organic impressions with 1.2K mentions on social media. Our paid content social seeding strategy (dark networks and influencers) resulted in: o 23 Influencers engaged o 4.8mil Reach o 21,207 Engagement Suspended Meals Malaysia Activation Social Seeding resulted in 79,120 reach (avg. 13k/post) and 368 engagement (avg. 61/post) #PakcikMisteri showed us that it doesn’t take much to do a good deed.