Celcom DM FORTUNE MASKS by M&C Saatchi Kuala Lumpur

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Industry Telecommunications Services
Media Direct marketing
Market Malaysia
Agency M&C Saatchi Kuala Lumpur
Executive Creative Director Henry Yap
Art Director Chee-Wee Choo
Copywriter Neil Leslie, Kenneth Menon, Ahmad Fariz Azlan, Melinda Foo
Client Service Director Low Bee Yin Sdn Bhd
Illustrator Zen Ngan
Released January 2011

Credits & Description

Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Date of First Appearance: Jan 2 2011
Entrant Company: M&C SAATCHI MALAYSIA, Kuala Lumpur, MALAYSIA
Entry URL: http://www.awardssubmission.com/fortunemasks
Executive Creative Director: Henry Yap (M&C Saatchi)
Creative Director: Neil Leslie (M&C Saatchi)
Head of Design: Yong Yoke Yoon (Design Factory)
Illustrator: Zen Ngan (Design Factory)
Art Director: Choo Chee Wee (M&C Saatchi)
Digital Designer: Joshua Choo (M&C Saatchi)
Digital Designer: Miimo Leong (M&C Saatchi)
Digital Designer: Pei Lyn (M&C Saatchi)
Copywriter: Ahmad Fariz (M&C Saatchi)
Copywriter: Melinda Foo (M&C Saatchi)
Copywriter: Kenneth Menon (M&C Saatchi)
Copywriter: Neil Leslie (M&C Saatchi)
Programmer: Nathaneal Gabriel (M&C Saatchi)
Head of Art: Chok Yan (M&C Saatchi)
: (CUE Design Associates)
Client Service Director: Low Bee Yin (M&C Saatchi)
Account Director: Joanna Ng (M&C Saatchi)
Associate Account Director: Nailul Aini (M&C Saatchi)
Account Manager: Grace Chan (M&C Saatchi)
Account Executive: Arystle Kuan (M&C Saatchi)
Media placement: Email - General - Celcom Customers - 2 January 2011
Media placement: Social Media - Facebook, Twitter, other social networks - 2 January 2011
Media placement: POSM - Blue Cube Outlets - 2 January 2011

Describe the brief/objective of the direct campaign.
To celebrate the onset of the Year of the Rabbit, Celcom engaged us to help differentiate their mobile broadband offering from those of competitors. To do this, we developed a collection of commemorative device and merchandise designs. Then we needed to find a way to promote the promotion online via email and social media.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
What if you could share virtual masks that imitate your facial movements and voice via email and social media throughout Chinese New Year?
That is the basis of the 'Celcom Fortune Mask' festive campaign, which was developed to promote 12 festive Celcom Mobile Broadband USB Sticks featuring zodiac-inspired animal masks. Users simply choose the mask that best represents their character, record their message and share it with their friends and family, who are invited to purchase a USB stick or create their own Fortune Mask messages, in which case the process repeats it’s self.

Explain why the creative execution was relevant to the product or service.
Celcom has long been viewed as a predominantly Malay brand. Chinese New Year seemed like a perfect opportunity to address this misconception by reaching out to Malaysia’s large Chinese population with a promotion that embraced their culture and traditions.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
The Fortune Mask campaign is ongoing, but the response has been notable. Celcom sold 39,806 mobile broadband devices in February 2011, equating to 154 an hour and representing a 15% increase in sales.