MYSTERY SONG by UM for Telecom Malaysia

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MYSTERY SONG

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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 Social Media Marketing
Advertiser: TELEKOM MALAYSIA
Product/Service: TELECOMMUNICATIONS PROVIDER
Date of First Appearance: Oct 19 2009 12:00AM
Entrant Company: UM MALAYSIA, Petaling Jaya, MALAYSIA
Entry URL: http://everyoneconnects.net/site/video_mashupEditor.aspx
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: TV - News Reads - 19/10/2009
Media placement: Radio - DJ Reads - 19/10/2009
Media placement: Social Media - MTV - 19/10/2009
Media placement: Branded Song - Song - 19/10/2009

Results and Effectiveness
Over 7500 user-generated audio/video mashups were created, generating over 2.1 million video views. There were more than 5.2 million campaign mentions online. The Facebook fan page crossed 30,000 fans in less than 50 days (the fastest for any Malaysian telecommunications brand). More than 9 times value was generated in media. It was voted amongst the top viral campaigns in November 2009 by Goviral.com Brand loyalty scores of TM amongst youth went up by a whopping 22%.

Creative Execution
We decided to stream the event LIVE on all the ONLINE BANNERS themselves, for the first time ever. We targeted all the youth affinity sites and the surfers could watch the event while doing what they were normally doing. TM’s Internet infrastructure was used for setting up a dedicated line from the ground to the servers. Blogs, Twitter and Facebook were inundated with comments during the event as this was unprecedented and people were pleasantly surprised and excited by the event. The Banner Cast engaged the audience who couldn’t be there for the event, making the event larger than life. We literally brought the party to where the youth hang out and made them participate.

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. TM had planned a street youth karaoke party in Kuala Lumpur based on a branded song, but wanted youth all over Malaysia to participate in the event and make it the biggest karaoke session in the country. The gathering for the massive street karaoke was an ideal time to showcase TM’s strengths in the broadband sphere and to turn them into believers. Research showed that youth avoided visiting branded or company websites. To engage them with an event we needed to be where they regularly surf rather than attempt to drag them to where we want them to be.