Malaysian Media Awards Winners Showcase

2011 | |

The un-Official FIFA 2010 Sponsor

Advertiser: Celcom AXIATA Bhd
Brand: Celcom
Creative Agency: M&C Saatchi
Credits: Agnes Yee (Senior Planning Director), Ricky CheokJune Tan (Media Planner), Cynthia Chooi (Buying Manager), Hazlen Hanif/Siar Siew Ling (Media Buyer)

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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.

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!

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

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%.