Malaysian Media Awards Winners Showcase





2012 | |

Injecting Heart And Life Into Kelantan

Advertiser: Maxis Mobile Services Sdn Bhd
Brand: Hotlink
Creative Agency: -
Credits: -

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Challenge
Hotlink’s competitor has a stronghold on Kelantan. Hotlink must first increase their brand preference amongst the people in order to increase their market share. The challenge was to build brand affinity.

Solution
2 out of 3 Kelantanese felt left behind from progress with 93% feeling that the government should do more to help them*. Hotlink became the Rakyat CHAMPIONS by “Injecting Heart and Life into Kelantan”. We identified their main congregation point, a central transportation hub, the Kota Bharu Bus Station, which was neglected for years and upgraded it into a presentable and attractive iconic landmark, giving a new lease of life that they are proud of.

Execution
Working closely with the local council and state authorities, we upgraded and rejuvenated the Kota Bharu Bus Station. The station and surrounding buildings received a vibrant coat of paint, while 3D headphones and racing cars on buildings communicated youthful Hotlink messages. We also upgraded the bus shelter into traditional avant-garde standard to provide better shading, seating and brighter lighting. Finally, we improved the parking system and created a landscape garden which built Hotlink’s brand affinity.

Results
This unique Hotlink brand-space successfully touched the heart and life of the Rakyat with the uplifted and transformed surroundings. The success in Kelantan d to whopping 94% sales increase and a new iconic landmark in was born, the HOTLINK Kota Bharu Bus Station.