Malaysian Media Awards Winners Showcase
2010 | Gold | Best Use of Branded Content on TV
Advertiser: Telekom Malaysia Brand: Telekom Malaysia Creative Agency: - Credits: Ramakrishnan C.N. (Director), David Fu (Head of Interactive), Jane Chong (Media Manager), Hanim Mazam (Media Planner), Gurpreet Singh (General Manager), Stephanie Chin (Head of Operations), Lim Nian Shan (Senior Media Buyer), Alicia Boey (General Manager, Telekom Malaysia)
Challenge
TM was heavily losing relevance among the Alpha Youth and there was an urgent need to refresh itself. TM challenged us to seed their branded song, “Through My Window”, amongst the youth and lure them to the biggest street youth Karaoke party in the country.
Solution
We understood that Mystery stories are key source of thrill for the Youth. They are also crazy and very factional when it comes to their love for pop icons. We decided to use these sentiments by triggering a mystery, setting up a debate and getting multiple youth singing icons to create their interpretation of the song. Hence, getting the entire youth pop factions rally around
a single song and urged them to create
their own.
Execution
We engaged them in 3 phases:
Trigger: Story of a mystery song was strategically planted in mass reach mediums.
Amplify: Introduced multiple branded celebrity music videos to show how the song has caught on by their respective
Rock and Pop icons. Integrated the song into 8TV’s branded youth program promos.
Participate: Got the youth to karaoke in Cinemas and via mobile karaoke cruisers, culminating in Malaysia’s Biggest Karaoke event.
Result
Over 7,500 user generated audio/video mashups around the song, generating over 2 Million views on Youtube and more than 5 million online mentions. The song became a hit on music shows. The media-value created was 9X the investment. Youth Brand Loyalty scores of TM went up by a whopping 22%.
