Malaysian Media Awards Winners Showcase

The Challenge
Celcom’s SOX brand targets teens. All brands targeting teens know that tangible experiences are essential for this segment. The challenge was to find a platform for SOX to engage with the demanding teens and reignite the fading brand intimacy affecting sales.

The Solution – Insight & Idea
INSIGHTS: We analysed the segment’s behaviour and derived some key insights: 1. 27% of the audience were interested in Cosplay 2. 48% (largely males) were hard core gamers. 3. 22% of teens follow comics. Moreover, these activities had distinct audience clusters leading to an opportunity to engage with a large base of teens.
STRATEGY: Marrying these key trends with the insight that today’s youth is very imaginative and likes to live in their own alter-realities we partnered up with Animax, a channel that fuels fantasy to create a SOX sponsored program “FANTASY FEST”.
IDEA: Malaysia’s LARGEST FANTASY FEST that combined the 3 top elements: Cosplay, Gaming and Anime and sponsorship exposure that went beyond TV exposure.

The Execution
TV fueled call for action, maximized excitement through programme’s content association and provided after-burn with post-event vignettes.
Gaming tournaments in 5 top cities, with grand finale in KL.
Virtual experience, introduced Oculus Rift for the first time – a virtual reality headset.
Set up branded 3D photo printing and branded Mobile Game booths to engage audiences.
Excitement amplified online with viral videos and twitter updates on live happenings.
Partnered with HITZ radio to broadcast event happenings, cruisers covered the event.
Grand Finale- an extravagant event featuring 10K+ teens under one roof to experience the SOX exhilaration.

The Results
3,000,000+ teens exhilarated through SOX Fantasy Fest (online+on ground+offline including TV).
10,000+ teens experienced SOX exhilaration on the Grand Finale.
29% increase in organic traffic to SOX website.
31% increase in time spent on site.
Most importantly, Sales increased 11%.