HUNTING DOWN A HOME MAKEOVER by Zenith Kuala Lumpur for Celcom

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HUNTING DOWN A HOME MAKEOVER

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Industry Mobile Communications
Media Promo & PR, Case study
Market Malaysia
Agency Zenith Kuala Lumpur
Released August 2009

Credits & Description

Category: Best Use of Television
Advertiser: CELCOM AXIATA BERHAD
Product/Service: MOBILE TELECOMMUNICATIONS PROVIDER
Date of First Appearance: Aug 22 2009 12:00AM
Entrant Company: ZENITH MEDIA, Kuala Lumpur, MALAYSIA
Media Group Head: Amiey Said (Zenith Media)
Senior Planning Director: Liew Soo Ken (Zenith Media)
Media placement: TV Campaign - TV3 - 22 March 2009

Results and Effectiveness
The campaign increased the average usage by 200%, moved beyond retention and enticed new subscribers to sign up by 10%. The content and context brought Celcom Blue into the homes of the Malay community and bonded with them during the closest moment of truth. Finally, the presence of Ridzalman further secured the emotional connection between Celcom Blue and the consumers. This partnership was best in class for the client and a benchmark for future partnerships with media owners.

Creative Execution
Instead of passive spot buys we deployed interactive advertising in partnership with TV3 (most watched Malay channel) to launch the “Kejutan Deko! Deko! Deko!” Celcom Blue campaign - a weekly win-a-home-makeover contest which dominated the station and differentiated us from competitors, during the Raya period. Viewers were to spot the contest logo within TV3’s programmes throughout the day everyday for 9 weeks, send an SMS when it appeared and answer questions to win. All viewers were eligible to win smaller daily prizes, while the bigger entitlement ie. the weekly home makeover was exclusive to Celcom Blue subscribers. To qualify, Celcom Blue subscribers would have to fulfil a minimum weekly usage. We secured viewings through multiple creative executions and editorial collaboration with TV3. Participation was further driven by Ridzalman, a noted celebrity interior designer, whose task was to redecorate the homes and appear with winners featuring their newly made over homes on TV.

Insights, Strategy & the Idea
Malays form 90% of the subscriber base of Celcom Blue. Based on their tracked usage, their usage would drop during Puasa month (the fasting month, which is 1 month prior to celebration) and peak during Hari Raya (the day fasting ends and the beginning of the 1-month long celebration). Celcom Blue needed to increase consumption and strengthen the bond between subscribers 1 month prior to the festive period and 1 month after. The key insight on the Malay community is that they are house-proud; more so during Hari Raya as they welcome droves of relatives. “Need for Home Makeover” was an insight identified as an opportunity to bond with current and win new subscribers.