Malaysian Media Awards Winners Showcase





2013 | |

Whatchuwant — Pimping Up brings 6 Digit Daily Revenue

Advertiser: Celcom Axiata Berhad
Brand: XPax
Creative Agency: Zenith Malaysia
Credits: Zenith Malaysia — Rueben Lee (Senior Media Planner), Chai Yee Muun (Assistant Planning Director), Ricky Cheok (Senior Media Planner), Cynthia Chooi (Media Buying Manager), Siar Siew Ling (Media Buyer), Hazlen Hanif (Media Buyer), Rozana Nushirwan (Digital Executive), Agnes Yee (Group Planning Director), Rajiv Lal (Managing Director)

Challenge
Xpax had launched customized prepaid packs along with a Whatchuwant contest featuring multiple prizes. The objective of the campaign was to increase usage and revenue from subscribers. How could showcase to consumers the benefits of customization? 

Solution
Found that: – TV: Best medium to showcase customization – MTV PMR (Pimp My Ride): The ultimate programme on customization. Hence we collaborated with MTV PMR to bring a Malaysia version of PMR to viewers. The content fit well with our product, which highlighted customization. And only Xpax WCW subscribers have the chance of a lifetime to have their vehicles “pimped up” by MTV. 

Execution
Contest announcements and buzz on Xpax and MTV Asia websites, FB and Twitter pages – Xpax WCW winners got their vehicle pimped out and featured in show depicting the various winners’ experience going through their car customization. – We produced: 1. 6 vignettes featuring all winners aired on MTV channel and Xpax website and Facebook pages. 2. Two 30-min episodes following the process of the 6 winners’ vehicles undergoing major overhauls. 

Results
Reached millions of customers – Sales revenue increased by 116% – Daily sales revenue of 6- digit – PR coverage more than half a million! – Media ROI above 6x With whatchuwant, Xpax Pimped its Ride to success!