Telecom Malaysia Promo, Case study AVATARS DANCE-OFF by UM

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Industry Telecommunications Services
Media Promo & PR, Case study
Market Malaysia
Agency UM
Director Ramakrishnan C.n.
Released October 2009

Credits & Description

Category: Best Use of Other Digital Media, including Mobile Devices
Date of First Appearance: Oct 19 2009 12:00AM
Entrant Company: UM MALAYSIA, Petaling Jaya, MALAYSIA
Entry URL:
Chief Executive Officer: Prashant Kumar
Director: Ramakrishnan C.N.
Head of Interactive: David Fu
Media Manager: Jane Chong
Media Planner: Hanim Mazam
General Manager: Gurpreet Singh
Operations Head: Stephanie Chin
Senior Media Buyer: Shan Lim
Media placement: Online Game - In-Game - 19/10/2009
Media placement: Branded Song - Song - 19/10/2009

Results and Effectiveness
Thousands of ‘avatars’ uploaded videos and created a massive buzz. The final day 'dance' marathon had 6,000 onground and 1.16 million online viewers (30% of Malaysian youth). The Facebook fan page crossed 3,000 fans in less than 2 months (the fastest for any Malaysian telecommunications brand). Brand loyalty scores of TM amongst youth went up by a whopping 22%. Sales of TM’s broadband packages went up by a phenomenal 16% over the same period last year to close at the highest in 2009.

Creative Execution
We integrated the TM song into one of the most popular games in Malaysia called ‘Super Dancer Online’. In this game the players create their Avatars, form a dance troupe, choreograph the dance moves to the song and play against each other. We made them compete in a nationwide TM virtual dance challenge. The top ‘dancers’ slugged it out on the final day marathon, in front of a massive turnout when they played the game live on TM’s broadband infrastructure in front of thousands. The game was prominently featured on blogs and promoted by us online and across colleges and cyber cafés.

Insights, Strategy & the Idea
Telekom Malaysia (TM), the nation’s leading telecommunications and ISP provider for the last 26 years, was greatly losing relevance with the youth and there was an urgent need to refresh itself into a TM 2.0 version. We recommended the use of a branded song to reconnect with the youth. TM wanted us to engage and entertain the alpha youth with the song, called “Through my Window” and turn them into brand advocates. With more than 8 hours of gaming a week the gamers were the top influencers when it came to the broadband category. They were the perfect ambassadors for a player like TM but they had never been 'spoken' to before, so we needed to literally get into their world to engage them with the brand and make them dance to the TM tune.