Advertiser: Telekom Malaysia Brand: Telekom Malaysia Creative Agency: - Credits: -
TM; our national telco carrier with a 34 year legacy. With connectivity becoming increasingly vital, it’s ironic that brands like TM that provide this very service are going farther away from consumer’s minds. TM’s relevancy was diminishing. Come Merdeka, TM set out to revive their lost brand relevance.
Insight, Strategy and the Idea
1980′s: Merdeka was an occasion that literally brought people together; watching the parade, hoisting the national flag, harmonious gatherings of all races. Today: Thanks to the need for connectivity, there is a sever, a divide in real life connections. Our devices have taken center stage and are pushing us farther apart. The barrage of content that brands release during Merdeka just adds on to this distance apart. If there was one brand that could actually bring people together this Merdeka, it was TM. The brand that millions of Malaysians grew up with.
We wanted an execution that brought people together; LITERALLY! We took an iconic Merdeka melody, ‘SejahteraMalaysia’ and put our spin on it with 6 languages. We released #TMSejahteraMalaysia but with a twist: to derive the full essence of the song, Malaysians would need to join 2 devices together. The act of bringing two phones together to watch the full video created two windows which told the same story across time or from different perspectives. On sites like SiakapKeli, we ran advertorials highlighting our dual screen story. We pushed the video across digital and TV, releasing short clips and snippets of the song. Contextual targeting matched specific scenes of our video to content online. Example: food snippets targeting food content, playing with childhood friends targeting school holiday activities, dominating social, display & video platforms.
Results and Effectiveness
We got the social world buzzing with 150,000 mentions, 85% of them positive. With 8 million impressions and a 15% VTR, we proved how two is indeed better than one.