Malaysian Media Awards Winners Showcase

2010 | |

Fashion Forward with Celcom

Advertiser: Celcom Mobile Sdn Bhd
Brand: Celcom Exec
Creative Agency: -
Credits: Liew Soo Ken (Senior Planning Director), Leong Yew Fei (Media Group Head)

NEWS - Fashion Forward with Celcom

April to July is a low usage period, with no festivals or holidays. Celcom needed to address the issue and increase usage during this period. At the same time, they wanted to be different from the competition. The task was to increase usage yet appeal to consumers like never before.

Women love Hollywood: the gossip, fashion and style icons. To appeal to these celebrity-crazed females, Celcom turned fashion forward by tying up with New York handbag brand, BE&D. Newspaper was the key medium used to introduce the female PMEB target to the brand and its availability at Shuz’s shop in KLCC. A contest was executed were subscribers need to make calls during off peak hours to be in the running to win the bag.

Creative buys were employed in the fashion section of The Star, a key English daily. Promo messages, ad placements and editorials ran for three months in the fashion pages where women seek style advice. Blurbs featuring the 5 most wanted BE&D bags were introduced weekly in fashion, trends and the female supplement, Clove. All this came with a call-for-action message to participate, giving them a chance to win a stylish BE&D handbag.

As BE&D handbags are used by Sarah Jessica-Parker, Eva Longoria, etc, the campaign became the talk of the town. It stood out because Celcom is now also associated with fashion. Postpaid talktime increased by 5% and approximately 1 million entries were received per month for three consecutive months.