Showcasing: Advertiser of the Year

Challenge
TM was heavily losing relevance among the Alpha Youth and there was an urgent need to refresh itself. TM challenged us to seed their branded song, “Through My Window”, amongst the youth and lure them to the biggest street youth Karaoke party in the country.

Solution
We understood that Mystery stories are key source of thrill for the Youth. They are also crazy and very factional when it comes to their love for pop icons. We decided to use these sentiments by triggering a mystery, setting up a debate and getting multiple youth singing icons to create their interpretation of the song. Hence, getting the entire youth pop factions rally around 
a single song and urged them to create 
their own.

Execution
We engaged them in 3 phases:
Trigger: Story of a mystery song was strategically planted in mass reach mediums.
Amplify: Introduced multiple branded celebrity music videos to show how the song has caught on by their respective 
Rock and Pop icons. Integrated the song into 8TV’s branded youth program promos.
Participate: Got the youth to karaoke in Cinemas and via mobile karaoke cruisers, culminating in Malaysia’s Biggest Karaoke event.

Result
Over 7,500 user generated audio/video mashups around the song, generating over 2 Million views on Youtube and more than 5 million online mentions. The song became a hit on music shows. The media-value created was 9X the investment. Youth Brand Loyalty scores of TM went up by a whopping 22%.

Challenge
TM was heavily losing relevance among the Alpha Youth and there was an urgent need to refresh itself. TM challenged us to seed their branded song,“Through My Window”, amongst the youth and lure them to the biggest youth street karaoke party in the country.

Solution
We understood that in a controlled media like Malaysia, Mystery stories are the key source of thrill for the Youth here and the prevailing perception was that any “Good Music” has to be from an international artist. We decided to use these sentiments by triggering a mystery and sparking a debate around the song origins, so that we could engage and involve them around the song.

Execution
We engaged them in 3 phases
Trigger: Planted a mystery story of an unknown song in TV, Radio, Press and online to trigger the frenzy. Amplify: Got Youth celebs to make different versions of the song and urged youth to make their versions using an online DJ mixer. Participate: Get the youth to karaoke in various Cinema halls, impromptu karaoke via mobile karaoke cruisers, culminating in Malaysia’s Biggest Karaoke event.

Result
Over 7500 User generated audio/video mashups were created, generating over 2 Million views on Youtube alone and more than 5 million online mentions. It was voted amongst the top Viral campaigns in Nov’09 by Goviral.com. Brand Loyalty scores of TM amongst youth went up by a whopping 22%.

Challenge
TM was heavily losing relevance among the Youth and there was an urgent need to refresh itself into a 2.0 version. A massive youth street Karaoke party was planned in KL. The challenge was to engage the youth all over Malaysia and not just the KLites.

Solution
We know that the event was an ideal time to showcase TM’s strengths in the broadband sphere and to turn the youth into believers. 60% of Malaysians are connected online hence the perfect platform to bring the event to them but research showed that Youth particularly avoid visiting branded or company websites. As such we needed to be where they regularly surf rather than attempt to drag them to where we wanted.

Execution
We decided to stream the event LIVE on online banners at youth affinity sites where they could watch the event while doing what they normally do. TM’s internet infrastructure was used and a dedicated line was set up from the ground to the servers. The FIRST EVER live coverage on banners enabled TM to engage the youth across Malaysia making the event larger than life. We literally took the party to where they hangout.

Result
The LIVE streaming garnered over 1.16 Million unique viewers during the event. Brand Loyalty scores of TM amongst youth went up by a whopping 22%. Sales of TM’s broadband packages went up by a phenomenal 16% over the same period last year to close at the highest in 2009.

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.

Challenge
The fixed line market was on the decline globally. TM had to counter the decline via other initiatives to drive revenue up. One critical area which was largely untapped was the foreign worker segment. The task was to convert the lucrative but suspecting Indonesian foreign workers into devout italk users.

Solution
The Indonesian foreign workers lived in communal quarters called “Kongsis”. They yearned for love as they lived under duress and deplorable conditions. The need to communicate with their family was a necessity to maintain sanity. Analysis showed they spent 4 times more on phone bills compared to an average Malaysian. We converted the kongsi into point of sale outlets to maximize Point of Sale proximity and sales results.

Execution
One of the biggest purchase barrier was the availability of the top up cards at point of sale outlets. Awareness of top up points was lacking in the streets. By branding the kongsi and bringing in top up squads into the kongsi this issue was completely circumvented. This in fact became a very viable point of sale channel for TM as there was significant cost savings by reducing the distribution layers.

Results
A 36% increase in revenue over a 3 month period. 60% increase in call minutes to their happy families back home. We brought joy and love to over 6 thousand Indonesian foreign workers! With this pilot project a major success, many more will experience love and joy in 2010.