2012

Challenge
Axiata, a major telco Holding Group with operations in emerging markets, owns equity in operators across 10 Asian countries. Axiata seeks to advance Asia through connectivity, technology and talent development. The brand challenge is to continuously bridge the gap across borders, cultivating respect and appreciation amongst urban and rural communities.

Solution
Axiata wants to partner with a brand of similar stature that shares common values. National Geographic was identified because of the brand’s sense of appreciation of all things good. And it has respectable reach across Asia and able to carry Axiata’s brand message seamlessly. Two cross-geographies settings were created to demonstrate connectivity through sharing of all good things.And we worked with two of National Geographic’s photographer/videographer-brothers Jeff & Peter Hutchens to transcend the ideas through.

Execution
Brothers, photographer Jeff Hutchens and videographer Peter Hutchens travelled to remote Asian locations. Through their lenses, they connected with the local children especially and created a transfer of knowledge and a sharing atmosphere with urban consumers from other regions. The role of Axiata as an enabler in advancing Asia transcended seamlessly. The professionals, landscapes, locations and locals brought Axiata’s brand’s promise to life through a respectable content channel resulting to a perfect brand fit.

Results
Eyeballs reached: nearly 650 million homes in Asia Pacific, with high message cut through and empathy in our key markets of Indonesia and Cambodian markets* (Source: 2011 Axiata Brand Track study) Media ROI of 3.1x

Challenge
As a GLC, one of Malaysia Airlines (MAS) task is to uplift the nation’s SME business. But in today’s economic climate, it wouldn’t be wise for MAS to create a platform from scratch. The challenge was to look for a cost effective channel to connect with the SMEs.

Solution
To look for a relevant channel to leverage on their credibility and SME audience reach. Also, this platform shouldn’t be costly and must be hardworking in their sponsorship deliverables. The idea: Get leads efficiently!

Execution
By being the main sponsor for BFM radio station’s 1st ever Enterprise Breakaway event, we created the perfect platform to connect MAS with SME consumers. To showcase Malaysian Hospitality, pre-event delegates received a MAS “boarding pass” invitation to remind them of the event details. Radio spots positioned MAS as an affordable full service carrier for SMEs were broadcasted to drive the target audience to the event.

Results
The 1st ever BFM Enterprise Breakaway event was a rousing success! 30,000 SMEs attended the event. In a short period of time, MAS was able to collect a generous number of leads, contributed to their database for follow-ups. There was an increased awareness and affinity between SMEs and MAS.