Malaysian Media Awards Winners Showcase





2010 | |

Even Genie Needs Streamyx

Advertiser: Telekom Malaysia Bhd
Brand: Streamyx
Creative Agency: -
Credits: Chew Kagee (General Manager), Dzeti Mohamed (Senior Planner), Gina Lim (Media Planner), Stephanie Chin (Head of Opetations) Lim Nian Shan (Senior Buyer)

SPONSORSHIP - Even Genie Needs Streamyx

Challenge
TM sourced most of its new subscribers from Semi-urban Malays, where its key challenge was to demonstrate the compelling role internet can play in their lives in a way they can relate to.
We wanted to convey that whoever you are, whatever be your needs, Streamyx is the ultimate gateway.

Solution
Semi-urban Malays love local movies and are obsessed with their favourite celebrities. We sponsored the movie 
– Jin Notti. Fara Fauzana the celebrity DJ, is a nice-hearted Genie, who refuses to get Naughty by Genie standards and is sentenced to earth to become naughty..
Throughout the story, she always uses Streamyx to learn earthly ways & connect experience and entertain herself. Even for an almighty Genie, she needs Streamyx as gateway to the ‘other’ world.

Execution
It was a debut for two of hottest Malay celebrities – Fara and Mawi, creating huge anticipation. Much like virtual world, Fara-the-genie takes on 4 different Avatars. The Goodness of genie provided perfect inspiration for the Raya-timed campaign.
The promotions on TV & radio used special scenes to highlight Streamyx central role. Streamyx was digitally woven into actual movie scenes. Posters, banners, print, merchandise & PR amplified the connection. String of roadshow created further engagement.

Results
Jin Notti grossed RM2.2mil at the box office. Against toughest competition ever, TM subscriptions rose to an all time high of 4000! Streamyx loyalist increased 9% from the previous quarter. Total buzz generated was worth RM3.9million with press ads, advertising and promotion materials, 126 YouTube links, and 147,000 Google links.