Advertiser: Telekom Malaysia Brand: Telekom Malaysia Creative Agency: - Credits: Ramakrishnan C.N. (Director), David Fu (Head of Interactive), Jane Chong (Media Manager), Hanim Mazam (Media Planner), Gurpreet Singh (General Manager), Stephanie Chin (Head of Operations), Lim Nian Shan (Senior Media Buyer), Alicia Boey (General Manager, Telekom Malaysia)
TM was heavily losing relevance among the Alpha Youth and there was an urgent need to refresh itself. TM challenged us to seed their branded song,“Through My Window”, amongst the youth and lure them to the biggest youth street karaoke party in the country.
We understood that in a controlled media like Malaysia, Mystery stories are the key source of thrill for the Youth here and the prevailing perception was that any “Good Music” has to be from an international artist. We decided to use these sentiments by triggering a mystery and sparking a debate around the song origins, so that we could engage and involve them around the song.
We engaged them in 3 phases
Trigger: Planted a mystery story of an unknown song in TV, Radio, Press and online to trigger the frenzy. Amplify: Got Youth celebs to make different versions of the song and urged youth to make their versions using an online DJ mixer. Participate: Get the youth to karaoke in various Cinema halls, impromptu karaoke via mobile karaoke cruisers, culminating in Malaysia’s Biggest Karaoke event.
Over 7500 User generated audio/video mashups were created, generating over 2 Million views on Youtube alone and more than 5 million online mentions. It was voted amongst the top Viral campaigns in Nov’09 by Goviral.com. Brand Loyalty scores of TM amongst youth went up by a whopping 22%.