Malaysian Media Awards Winners Showcase





2012 | |

All Good Things Must Be Shared

Advertiser: Axiata Group Berhad
Brand: Axiata
Creative Agency: -
Credits: -

Challenge
Axiata, a major telco Holding Group with operations in emerging markets, owns equity in operators across 10 Asian countries. Axiata seeks to advance Asia through connectivity, technology and talent development. The brand challenge is to continuously bridge the gap across borders, cultivating respect and appreciation amongst urban and rural communities.

Solution
Axiata wants to partner with a brand of similar stature that shares common values. National Geographic was identified because of the brand’s sense of appreciation of all things good. And it has respectable reach across Asia and able to carry Axiata’s brand message seamlessly. Two cross-geographies settings were created to demonstrate connectivity through sharing of all good things.And we worked with two of National Geographic’s photographer/videographer-brothers Jeff & Peter Hutchens to transcend the ideas through.

Execution
Brothers, photographer Jeff Hutchens and videographer Peter Hutchens travelled to remote Asian locations. Through their lenses, they connected with the local children especially and created a transfer of knowledge and a sharing atmosphere with urban consumers from other regions. The role of Axiata as an enabler in advancing Asia transcended seamlessly. The professionals, landscapes, locations and locals brought Axiata’s brand’s promise to life through a respectable content channel resulting to a perfect brand fit.

Results
Eyeballs reached: nearly 650 million homes in Asia Pacific, with high message cut through and empathy in our key markets of Indonesia and Cambodian markets* (Source: 2011 Axiata Brand Track study) Media ROI of 3.1x