TM FINDS LOVE AGAIN by UM for Telecom Malaysia

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TM FINDS LOVE AGAIN

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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 Integrated Media
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 - Live Reads - 19/10/2009
Media placement: Social Media - MTV - 19/10/2009
Media placement: Cinema - Cinema Spot - 12/11/2009
Media placement: Online Game - Online Game Integration - 19/10/2009
Media placement: Branded Song - Song - 19/10/2009

Results and Effectiveness
Over 7,500 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 Telco 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 engaged them in 3 phases Trigger: We planted a mystery story of an unknown catchy song in TV, radio, press and online to trigger a frenzy around the song. The story was carried by the national dailies, primetime news and talk shows fuelling curiosity and hype around the key question whether it’s Malaysian or international. Amplify: We got youth singing icons to make different versions of the song and posted it to video sharing sites. We then urged youth to make their versions by giving them an online DJ mixer to play around with. Participate: We integrated the song in an online Avatar dance game with a nationwide virtual dance contest. We got the youth to karaoke to the song in various cinema halls! People gleefully participated by singing, dancing, creating different versions of the song and turning up in hordes for the biggest street youth karaoke event in Malaysia.

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 challenged us to seed their branded song, “Through My Window”, amongst the youth and lure them to the biggest youth street karaoke party in the country. We understood that in a sanitised media like Malaysia, mystery stories are the key source of thrill for the youth here and the prevailing perception was that any “good music” has to be from an international artist. We decided to use these sentiments by triggering a mystery and sparking a debate around the songs origins, so that we could attract, engage, entertain and involve them around the song wholeheartedly.