Malaysian Media Awards Winners Showcase
2010 | Gold | Best Use of Digital (Online / Interactive / Mobile)
Advertiser: Telekom Malaysia Brand: Telekom Malaysia Creative Agency: - Credits: Ramakrishnan C.N. (Director), David Ku (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)
Challenge
TM was heavily losing relevance among the Youth and there was an urgent need to refresh itself into a 2.0 version. A massive youth street Karaoke party was planned in KL. The challenge was to engage the youth all over Malaysia and not just the KLites.
Solution
We know that the event was an ideal time to showcase TM’s strengths in the broadband sphere and to turn the youth into believers. 60% of Malaysians are connected online hence the perfect platform to bring the event to them but research showed that Youth particularly avoid visiting branded or company websites. As such we needed to be where they regularly surf rather than attempt to drag them to where we wanted.
Execution
We decided to stream the event LIVE on online banners at youth affinity sites where they could watch the event while doing what they normally do. TM’s internet infrastructure was used and a dedicated line was set up from the ground to the servers. The FIRST EVER live coverage on banners enabled TM to engage the youth across Malaysia making the event larger than life. We literally took the party to where they hangout.
Result
The LIVE streaming garnered over 1.16 Million unique viewers during the event. Brand Loyalty scores of TM amongst youth went up by a whopping 22%. Sales of TM’s broadband packages went up by a phenomenal 16% over the same period last year to close at the highest in 2009.
