Telecom Malaysia Promo, Case study CINEMA TO LIVE KARAOKE 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 Cinema
Date of First Appearance: Oct 19 2009 12:00AM
Entrant Company: UM MALAYSIA, Kuala Lumpur, MALAYSIA
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: Cinema Campaign - Cinema Spot - 12/11/2009

Results and Effectiveness
We engaged more than 1200 cinemagoers with live Cinema Karaoke. Thousands of comments on blogs, twitter and Facebook. TM's Facebook fan page crossed 30,000 fans in less than 50 days (the fastest for any Malaysian telecommunications brand). More than 6000 people turned up for the street karaoke event and sang the song together, exceeding expectations by 50%. Brand loyalty scores of TM amongst youth went up by a whopping 22%.

Creative Execution
We prepared a cut-down version of the music video specifically for the cinema screening. This had the lyrics of the song running at the bottom in Karaoke Style and hence is instantly recognisable by the Karaoke-crazy crowd. We chose the major halls, where the largest crowds were expected, during the weekend before the big ground karaoke event. We got a few college students strategically placed in pre-selected areas of the halls to start the karaoke when the spot airs and urge others to join in. Spontaneity, surprise and fun were the key things which we strived for. We shot a video of the karaoke in the cinema hall and posted it for people to enjoy and comment. Newspapers covered it nationally the next day and bloggers had a field day writing and discussing the event with status updates in Facebook, Twitter and in forums.

Insights, Strategy & the Idea
Telekom Malaysia (TM), the nation’s leading telecommunications and ISP provider for the last 26 years, was majorly losing relevance with the youth and there was an urgent need to refresh itself into a TM 2.0 version. The media agency recommended the use of a branded song to reconnect with the alpha youth. TM challenged us to promote its Street Youth Karaoke party based on the song called “Through my Window”. We knew that Karaoke is one of the favourite activities of the Malaysian youth and cinema halls are their hangout during weekends. We decided to marry these two in a unique way by giving them an evening with karaoke fun in a completely unexpected place leading them to talk about it and pass the word around.