Malaysian Media Awards Winners Showcase





2018 | |

SME Confession Box

Advertiser: Telekom Malaysia Berhad
Brand: TM
Creative Agency: -
Credits: -

The Challenges
Every year, for 20 years, TelekomMalaysia had been hosting Events/Conferences to acquire new SME sign-ups. With time, as SMEs matured into promising growth drivers – every B2B brand (not just telcos!) began wooing them through Events. And so attendance and sign-ups at TM’ events suffered. We set out to overhaul the event format to nudge sign-ups.

Insight, Strategy and the Idea
MalaysiaSME(MSME) was at the forefront of cohosting such events, we partnered with them to recce Events across 3months & understand the needs/triggers of SMEs. We discovered:- • SMEs perceived events as ‘one-way push mediums’ devoid of engagement. Hence despite sitting through the event, they didn’t get solutions to their business issues. • Secondly, even if they wished to start a dialogue, the very format of these events discouraged them. In an open forum, in presence of competitive peers, SMEs were not comfortable to voice their biz issues. This led to a strategy to create a forum facilitating interactions and solutions. TM introduced a one-to-one SME Clinic in the form of an intimate Confession Box – a space for SMEs to confess their needs and seek tailored solutions one-on-one from experts.

Media Execution
MalaysiaSME(MSME) was at the forefront of cohosting such events, we partnered with them to recce Events across 3months & understand the needs/triggers of SMEs. We discovered:- • SMEs perceived events as ‘one-way push mediums’ devoid of engagement. Hence despite sitting through the event, they didn’t get solutions to their business issues. • Secondly, even if they wished to start a dialogue, the very format of these events discouraged them. In an open forum, in presence of competitive peers, SMEs were not comfortable to voice their biz issues. This led to a strategy to create a forum facilitating interactions and solutions. TM introduced a one-to-one SME Clinic in the form of an intimate Confession Box – a space for SMEs to confess their needs and seek tailored solutions one-on-one from experts.

Results and Effectiveness
We achieved an incremental attendance of 250%. A staggering 65% of the attendees signed up (to learn more) for a TM solution in the Confession Box – 200% more than normal conversion rate. Against a tiny budget of RM50,000 we had generated a sales value of RM200,000.