Malaysian Media Awards Winners Showcase





2010 | |

Upin and Ipin Discover TM

Advertiser: Telekom Malaysia
Brand: TM Corporate
Creative Agency: -
Credits: Susan Lim (Assistant Manager)

SPONSORSHIP - Upin and Ipin Discover TM

Challenge
2009 saw a new level of aggression in the broadband market. Young Malay semi-urban families were the biggest source of new subscriptions for TM & TM needed to reinforce its ownership of this segment.
These parents wanted their children to adopt hi-tech lifestyle, yet stay close to the roots.

Solution
We discovered that in young Malay families, kids have a very high share of remote and parents often watch kids programs too. Upin&Ipin was the no. 1 animation program. Much like children, young Malay parents loved it as it was close to their values and reconnected them to their naughty and fun Kampung memories.
This was the perfect context to introduce TM products to children – bringing a charming fusion of high-tech experience with local soul.

Execution
We decided to sponsor Upin&Ipin and worked with scriptwriter to weave in different products of TM in a seamless integration with the storyline. Four dedicated episodes were written to educate kids on the usage of Bluehyppo and familiarized them with Streamyx & homeline. A special Raya episode featured different TM products used to connect with friends & relatives infused in the right context. TM Upin&Ipin merchandize were distributed to all new subscribers and contest winners.

Results
62,000 calls were received over the 10 weeks of sponsorship, generating an average of 2,500 calls every week for the contest call-in. 2.5mil page view and 431,512 visits to Bluehyppo kids club portal recorded. On an average month an increment of 45% page views and 45% number of visit.