Advertiser: AXIATA Group Bhd Brand: AXIATA Creative Agency: M&C Saatchi Credits: Chan Yuet Wah (Senior Planning Director), Shoniya Nair (Media Planner), Belinda Chin (Media Manager)
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.
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.
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
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.