2013 | Finalist | Best Use of Television
Advertiser: Axiata Group Brand: Axiata Voices of Asia Creative Agency: M&C Saatchi Credits: Zenith Malaysia — Chan Yuet Wah (Group Planning Director), Juliana Chua (General Manager – Activation), Yazmin Lim Abdullah (Associate Planning Director), Zoe Moraes (Senior Activation Manager), Melissa Yeoh (Media Planner)
Axiata, a holding company, owns equity in telco operators across 10 Asia countries seeks to advance Asia through connectivity, technology and talent development. Research showed that there is a lack of understanding on Axiata’s essence. How do we create real consumer connection to strengthen the brand corporate citizenship?
We wanted something where the effort would long be appreciated after the project ended – Advancing held-back communities through means of connectivity by providing an avenue for soft skills development. We targeted children because they represent hope and potential; their innocence untainted by the lack of progress surrounding them. We invested in an initiative anchored around empowering children to equip themselves with knowledge and skills so they can understand and appreciate the importance of self-advancement.
For a compelling reach across Asia, we partnered with AXN to develop a never been done before real-time programme, ‘Voices of Asia’. We went into homes and lives of 350 children from the countries around Axiata footprint. We documented raw and compelling stories of these children; “Voices of Asia” allows children to be heard, sharing their hopes and dreams for the communities they live in, how and what they believe would make a difference.
Eyeballs reached: nearly 24 million households across Asia (TV and digital). –Over 16,000 views on Youtube and still growing. –Well-received by their audiences & stakeholders –3-fold Resource Centre was built for orphans in SOS Children’s Village, Cibubur, Indonesia –Client is considering a Season 2 for their next fiscal year.