Celcom Promo, Case study PATH TO HOLLYWOOD by Zenith Kuala Lumpur

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

Credits & Description

Category: Best Use of Magazines
Date of First Appearance: Jun 6 2009 12:00AM
Entrant Company: ZENITH MEDIA, Kuala Lumpur, MALAYSIA
Media Group Head: Leong Yew Fei (Zenith Media)
Senior Planning Director: Liew Soo Ken (Zenith Media)
Media placement: Magazine campaign - Marie Claire, Female, Glam - 6 June 2009

Results and Effectiveness
The campaign became the talk-of-the-town; literally getting the ladies to pick up their phone to inform their friends of the promotion. Using fashion was ingenious and increased usage among Celcom Postpaid users by 5% during the promo period. Approximately 1 million entries every month for 3 consecutive months. It was unlike any other telecommunication campaign , which thereafter started a stream of enquiries for fashion partnerships with various high profile brands.

Creative Execution

Based on the insights we sought out opportunities to deliver the promotion to them when their fashion sense is most heightened. Fashion trend topics are main highlights in female magazines. Hence using female magazines as a medium, not only stroked a high affinity among the target group, but the opportunity provided for content integration with the BE&D Celcom Postpaid campaign was perfect. BE&D is associated with many Hollywood celebrities. Leveraging on that, Celcom used these celebrities to trigger that desire among the target group to aspire for that glamorous status. We developed a high-impact fashion spread to promote the handbags along with the Celcom contest using the strong association with the celebrities. Pictures used were of celebrities holding BE&D bags, featured as a series of guides for the readers to choose their preferred style and celebrities they aspire to be. Every woman in Malaysia was one step closer to being a Hollywood celebrity with Celcom Postpaid.

Insights, Strategy & the Idea
April to July is predominantly a low usage period as it is without festivities or holidays. To address the issue, Celcom Postpaid diverted from the telecommunications norm and created a campaign that would increase usage yet appeal to the consumers like never before. To achieve this, Celcom turned to fashion and partnered with high-fashion renowned New York handbag brand BE&D to attract their celebrity-crazed female consumers. The promotion was to call-in during the low usage period to stand a chance to win a designer bag. The insight of these ladies is they consume information on fashion, gossip, shopping, celebrities, style, glamour and relationships as staple. They also look at celebrities as style gurus.