Advertiser: Telekom Malaysia Brand: TM Creative Agency: Interplay (Part of IPG Mediabrands) Credits: Interplay — Rahayu Rashid (Chief Producer Content & Experiences), Ridzwan Ibrahim (Senior Content & Experiences) / Universal McCann — Susan Lim (Media Manager), Aizat Mazni (Media Planner), Horina Yusop (Associate Director), Wilson Chin (Solutions Architect, Performance Marketing), Ullas Sahadevan (Director of Performance Marketing), Michael Utomo Hutany (Performance Marketing Specialist), Azri Haidhar (Social Media Specialist), Lim Nian Shan (Assistant Buying Manager), Hotimah Hosnol (Media Buyer), Joshua Ong (Social Media Specialist)
TM was battling against the perception of being a fuddy duddy old school brand. The connect with the youth, the biggest chunk of the target consumers, was weakening. Moreover,with the launch of Maxis & Time broadband, TM needed a restage among youth and young adults.
Based on the insight that football was the passion of the youth in Malaysia,and the fact that the Malaysian football team failed to make a mark at the global stage, owing to lack of world class talent, Media Agency recommended to use football as the connecting tissue, by leveraging on TM’s partnership with Manchester United, and bring world class football training to Malaysia, in an effort to uplift the level of footballing talent in Malaysia.
Mencari Ramli: a reality show was developed for TV and Facebook, to find Rooney in every Malaysian. Thus began a nationwide journey of discovery where thousands of kids participated, at the end 3 winners went on to train at Manchester United Soccer School. The show was telecast through a partnership with a popular football show, Kaki Bola and the conversation was brought alive on Social Media. The entire nation participated in the search for Ramli.
Ramli reached 84% of Malaysians via online and TV. Viewership of the show Kaki Bola touched its peak with 51% jump in TVR. TM Team Malaysia unaided awareness jumped to an all-time high of 64%. The selected players are now in Old Trafford under the supervision of Sir Alex Ferguson.